Customer Success for Ad Tech

Zach Boisi, Lotame Jarvis Mak, RocketFuel

Allison Metcalfe, LiveRamp

Kyle Dozeman, PubMatic

Allison Metcalfe

LiveRamp

Sr. Director, Customer Success

LiveRamp is the leading service for onboarding and connecting customer data across digital marketing technologies.

By integrating an ecosystem of nearly 100 application providers, LiveRamp helps the world’s leading brands use their data to run more efficient, personalized marketing campaigns.

KEY FACTS CONSIDERED WHEN BUILDING THIS ORG

• SAAS business model but not a SAAS product – no legions of end users. “Adoption” as most commonly defined not applicable.

• Complex product to understand – NOT complex to use/ implement. • 3 different types of “customers” with very different needs –

resellers, data and brands.• Big focus on VAR. Resellers as Customers.• Before Customer Success there was only Sales and Implementation.

Anatomy of a customer success manager

Account Manager Project Manager

Marketing ConsultantBusiness Development

Sales Person

Currently 3 CSMs on my team. Should be close to 7 or 8 by EOY..

Warrior nurturers

Renewal $$$ Upsell $$$

Vision

All of our customers view LiveRamp as an integral part of their overall digital marketing strategy. They realize such great success working with LiveRamp they take every opportunity possible to expand their partnership with us, and evangelize LiveRamp in the market.

Values• Adding Value.• Connected (partnerships).• Evolving/Improving Product. • Flexible.• Responsive.• Accountability - One Throat to Choke.

Methods & MeasuresMETHOD METRIC GOAL

Kick Off Every Customer Meeting type = Kick Off in SFDC 100% Customers have KO with close date after 1.1.14

Onboard Quickly File receipt and file delivery to destination. 7/7 – 7 days from close receive file, 7 days from receipt deliver to destination.MS – how to measure?

Minimize Mistakes Human error No more than XYZ per XYZ. MS – how to measure?

Best Practices Production of Best Practice documents by use case by industry.

Produce best practices for all 6 industries, 7 use cases each = 42 Best Practices Versions by EOY.

Fast Resolution Case to Close time. Case to Close average time is X. MS - ?

QBRs # QBRs per client. Min 3 per client. Min 1 onsite.

Account Planning # Account plans. For all “Rising Star” Customers.

Exec/Cross Dept Sponsorship Exec Sponsor, more than 1 dept engagement. For all Rising Star and Marquee Customers.

Advocate Generation Case Study, Reference, Co - Present, Media, Guest Blog.

5 Case Studies by EOY. 3 Join Presentations. 3 Customers in Media.

Rock Solid Partnerships Engagement of Destination Partners for Account Partner Engagement Score

Product Evolution & Improvement Releases/Ramp Rate Travis?

Customer Journey

Implementation

Value

Expansion

Ultimate Lifetime Value

What I have learned • 3rd time building an CS org.• The Customer Journey is critical – the concept of

moving customers up and to the right frames all conversations.

• Big Fan of MBO to set clear quarterly priorities.• Clear responsibility lines are imperative. Every time

there has been some slight pain with this.• Share Customer Stories with the Company to shed

light on what your org is driving.

Kyle Dozeman

PubMatic

Corporate Strategy

Jarvis Mak

Jarvis is responsible for the Operations, Analytics, and

Professional Services teams, partnering with Sales and Account

Management to translate customer objectives into inputs to the

Rocket Fuel platform that optimize performance and help ensure

campaign success. Before joining Rocket Fuel, was head of

research and insight at Havas Digital and also did stints at Yahoo

and Nielsen.

SVP, Customer Success

Rocket Fuel

Ins ert topic

• Lintinullam repre perent utae. Itatur mo

coreper uptates as mollorem.

• Lonessi mporeris vel es autendis dolores

quaturiti apiento int, nist voloresecus vid que

porent quam remque sum invenim estiasi niet

undest, voluptas aut everru.

• Luga. Osa cores explatur, nestiasi niet undest,

voluptas aut everrum veliquaeptae dolest,

explabor res demporestiasi niet undest.

Rocket Fuel Fun Facts

NASDAQ: FUEL

• Rocket Fuel delivers a leading programmatic media-buying platform that harnesses the power of artificial intelligence (AI) to improve marketing ROI in digital media across web, mobile, video, and social channels.

• 619+ people globally (30 PhDs) across 20 worldwide offices in 9 countries

• #4 on Forbes America’s Most Promising Companies - 2013

How We Gauge Customer Success in the Media World

• Goals: Renewed campaign spend

• Happiness rating – relative to competition

• Voice of CustomerHi! Thanks again for coming out to the Hilton offices last week. I think the meeting went great and I absolutely love your team. Miljean – Wow, just wow. She knows her stuff. She came in well prepared and she is extremely well spoken. I am very impressed with her.Jenn – You know I love her. She knows our campaigns far better than anyone else than we work with.John – I wish I was as smart as him. He always brings phenomenal insights to the tables and makes very strategic measurement recommendationsYou – You do a great job of balancing the sales aspect of your job and the account insights that expect of you Thanks for being such great partners.

Zach BoisiVP of Client Success

Lotame

Lotame is a Data Management Platform (DMP) that helps publishers,

marketers and agencies drive Maximum Audience Impact — maximizing

the way they collect, unify, protect and activate audience data. Leveraging

the industry’s most robust DMP as a central audience management engine,

leaders like Targeted Victory, The Weather Channel and many other clients

spanning five continents monetize data, gain greater targeting efficiency,

and drive higher campaign performance and revenue.

Investing in Client SuccessThree priorities:

• Personnel: Reorganizing Client-Facing Organization• Rebranded & Restructured team• Increased headcount in multiple offices• Facilitated robust Training and Orientation

• Process: Better Transparency / Expectation Setting• Client Segmentation• Client Lifecycle• Technical Services

• Systems: Greater Collaboration / Communication• ZenDesk • Salesforce• Gainsight

Snapshot of CS Retreat• Who We Are• Where We Are• Who We Need to Be• What We Stand For• How We Get There

Gainsight Scorecard Metrics

• Relationship

• Sales Process / Evaluation

• Onboarding Survey

• CS Relationship

• NPS Score

• Marketing

• Usage

• Logins

• Usage Impressions

• Uniques Under Management

• Financial

• Contract Value

• Delinquency in Payment

Metrics for Client Success

CS Team Guiding Principals

• Set Proper Expectations

• Be Proactive, Not Reactive

• Provide Value-Add Support

• Make Our Clients Successful

CS Team Metrics

• Net ACV Churn

• Increase in Client ACV

(Upsell or Renewal)

• Decrease in Client ACV (Downsell

or Loss)

• Average Total Invoice/Client/Month

• Average Customer Score

Q & A