What Uber teaches brands about when, and when not to, target their customers

What Uber teaches brands about when, and when not to, target their customers

September 18, 2019 LiveRamp Leave a Comment
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For companies like Uber, the data it accrues plays a key role in facilitating its usability, and consequently its popularity, with its customers. The data enables Uber to start a conversation and foster a relationship between themselves and their customers.

For a brand, it is important that their customers get the right message, at the right time, as not every message is suited to every audience.

To do this, Uber needs to understand the importance of building strong relationships, knowing when to speak to their customers, and when to leave them alone.

360 view of customers with identity resolution

For Uber, it is important that the right customers receive the right information at the right time. Uber implicitly understands that more data doesn’t necessitate more customer contact. Sometimes, a stronger relationship with a customer can be built with less communication.

To understand who to talk to, and who not to talk to, Uber engages audience suppression strategies – a technique that allows the company to monitor who they target, when they target them, and what they target them with.

Audience suppression requires that Uber know who its customer is, whenever and wherever they pop up. Identity resolution helps with this by allowing a company to resolve their customer’s online and offline IDs back to an individual.

For Uber, LiveRamp’s IdentityLink enables them to connect the data they hold from its CRM to anonymous channels, in order for them to test user segments and check whether they are targeting customers based on the right attributes. 

To do this effectively, brands like Uber need accurate data to work with. The efficacy of the data is integral to the success of audience suppression. To accurately suppress the correct audience, Uber needs a complete view of its customers interactions with its brand.

Working closely with your service provider is key

To get this complete view, companies like Uber do not work in a vacuum. The success with their own customers is reliant on them forming good relationships with their service providers.

A smooth and transparent relationship between Uber and its LiveRamp account team means that they can make more meaningful and impactful decisions when it comes to interacting with their customers. Clear lines of communication and constant questioning lead to LiveRamp’s greater understanding of the business challenges Uber faces.

The trust that results from this can go on to have tangible business impacts. In the case of Uber, its partnership with LiveRamp meant that they could make decisions, such as scaling up or down a campaign, that had a direct impact on their resources and ROI.

Insights-driven data is king

Having data is one thing, knowing what to do with it and when to use data can be a defining point of difference between companies. The success and customer satisfaction of a company like Uber is built in part of the way it uses and treats its data.

Find out more about how you can drive insights from customer data with LiveRamp here.