Overview
Customer Relationship Management (CRM) involves the strategies, technologies, and practices businesses use to manage interactions with current and potential customers. The ultimate aim of CRM is to enhance customer relationships, satisfaction, and business growth.
MNTN's CRM Audience Targeting empowers you to engage specific audience segments during their TV viewing, delivering tailored messages during their leisure time. By leveraging MNTN's CRM capabilities, you can focus on users already familiar with your brand. No need to introduce yourself or guide them through complex journeys – this audience knows you well.
The process is simple: upload CRM data, define your audience, and showcase compelling content on premium TV networks.
Benefits:
High-Quality Ads, Low-Intensity Effort: Simply upload your email records or IP addresses (ensuring the file meets our requirements), set your campaign up, and launch. MNTN will then optimize toward your defined campaign goal.
Ditch the Cookies: MNTN's unique identification process matches your CRM emails to users' IP addresses, eliminating the need for cookies.
Full Scope Measurement: Track the performance of your CRM audience and campaign on MNTN's reporting dashboard or alongside your other marketing channel efforts within Google Analytics.
Full-Funnel Targeting: Directly segment your CRM list within the MNTN platform to target distinct audience profiles with tailored messages, or utilize third-party audience segments through our integrations to expand your reach.
Impact:
Discover the influence of CRM on customer relationships and business growth through these vital statistics:
Did you know that having repeat customers can be up to ten times more valuable than gaining new customers? It's important to keep your current customers happy and coming back for more.
Customers who return to make purchases again spent 67% more money over a period of 31-36 months compared to new customers who only made purchases in the first 0-6 months. This indicates a positive trend of growth.
The probability of making more purchases goes up significantly with each transaction. Customers are 27% more likely to buy again after the first sale, 45% after two, and 54% after three.
💡 Tip: Read more on how Biz2Credit used MNTN CRM targeting in their full-funnel strategy here.
CRM Identification
How are you able to target your lists? We're so glad you asked. Due to the unique combination of Performance TV and CRM targeting, MNTN has developed a distinctive approach to identify households associated with your email records:
Upload your list of email or IP addresses (ensuring the list meets our file requirements) to begin identifying households.
Over the course of 72 hours, MNTN will begin identifying households associated with the emails through our proprietary cross-device identity graph.
📝 Note: The full population may take up to 10 business days. You can check the size to determine if you'd like to include/exclude this segment when composing a 3rd Party Audience.
Once complete, all households will be available for targeting or exclusion from your campaign's efforts.
CRM File Requirements
Email addresses:
The ability to match emails with households depends on the quality of the uploaded email addresses and the format in which these email records are uploaded.
If not completed correctly from the jump, this could postpone the use of your email records, whether for targeting or exclusion purposes:
File Format | File Name | File Size | File Contents |
.CSV (comma-separated value) | Avoid special characters (except - and _)
A 60-character limit applies for the File Name field. | Up to 4GB
A minimum of 1,000 email records are required for processing. |
Further file content requirements are broken out for each in the table below. |
Raw Email Records | Pre-Hashed Email Records |
📘 Examples:
|
|
IP addresses:
In addition to email records, you can leverage the CRM lists to include or exclude IP addresses within your audience group.
CRM File Format | CRM File Name | CRM File Size | CRM File Contents |
.CSV (comma-separated value) | Avoid special characters (except - and _)
A 60-character limit applies for the File Name field. | No limitations | IPv4 addresses only |
Upload CRM Lists
With your readied file in hand, the next step is uploading it. This can be done in two ways -- within the Audience tab or within a campaign shell. Below, find detailed steps to seamlessly upload your email records:
From the Audience tab:
From the Segments dropdown menu in your Audience tab, select CRM.
Click CRM Data in the top-right corner of the dashboard.
From the Upload CRM Data view, designate your File Name.
💡 Tip: Describing your CRM list in detail will be helpful to differentiate your lists within your dashboard. For example:
[month uploaded]_[inclusion vs. suppression]_[emails within the list: current customers, leads, etc.]Upload your CRM file directly from your computer or drag the file into the window.
Your email address records will be hashed for privacy. You'll also be notified at this point if there are any problems with the file and of MNTN's Privacy Policy, which you must adhere to in order to leverage MNTN's CRM capabilities.
💡 Tip: We recommend using Google Chrome as your browser for uploads.
Click Upload to initiate the identification process.
If you have any errors with your file, you will be prompted to either upload a new list or continue with the list as is at this point.
📝 Note: After uploading your CRM file, the system will immediately display 0 households until we have targetable households matched to your list.
The uploaded CRM file will then take up to 72 hours to identify all households associated with the email records or IPs. However, you can layer in your CRM list for use the moment households have begun to be identified. The list will continue to grow in size as the identification process continues.
From the Campaign Shell:
From within your campaign shell, head to the Audience step.
Either select a pre-existing audience or create a New Audience.
Go to the CRM tab of your Universal Audience Builder.
Select the sub-tab Upload.
Follow remaining steps above.
Manage CRM Lists:
You can view the details on your CRM files as well as delete the CRM files entirely from the CRM dashboard. Simply leverage the associated file's kebob menu for your desired action.
View details
From the View Details screen, you can review the CRM file name, Data Type, and the Records count.
⚠️ Warning: CRM file names cannot be changed after upload. To update the file name, please re-upload the list.
Delete CRM Files
From the associated CRM list's kebob menu, you can delete the file, at which point, all data will be removed from our system and cannot be retrieved at a later time.
If choosing to upload that same list at a later data, that list will need to undergo another identification process.
⚠️ Warning: Before deleting CRM lists from the platform, it's important to remove them from all the audiences they are tied to as an inclusion or exclusion.
Use CRM Lists
After uploading your CRM files, they will undergo a 72-hour identification process during which we will identify all households associated with your email records and IP addresses. Once complete, the total identified household size will populate next to that list.
Go to the universal Audience Builder, and open up an existing or new audience.
Head to the CRM tab.
You will see your processed CRM lists, along with the total households in each list.
To:
exclude a list, select Excl next to that associated list
include a list, select Incl next to that associated list.
You can layer in multiple CRM segments and 3rd party audience segments into a single audience.
Click Save and attach your new audience to your campaign.
📝 Note: CRM email lists for targeting should contain a minimum of 200,000 email records to run as a standalone audience, or 100,000 email records if you layer in additional 3rd party audience segments.
Privacy
File Privacy:
Maintaining privacy compliance is critical in digital advertising. When uploading emails, you agree to MNTN's Privacy Policy.
Privacy Measures:
Safeguarding your data is at the forefront of MNTN's priorities. We've implemented stringent measures to ensure the utmost protection, including:
Hashing all email records upon upload to preserve privacy
Guaranteeing that no physical email addresses are stored within our systems
Providing you with the flexibility to upload pre-hashed lists, maintaining control over your data
Medical Email Records:
Medical companies leveraging our platform ensure privacy law compliance by accepting our terms and conditions. For best practice, excluding Texas from targeting is advisable due to its expansive "Covered Entity" definition.
This measure safeguards MNTN's medical company clients, preventing unintentional violations of Texan laws.
Purchased Email Records or Unsubscribed Users:
Upon uploading your CRM files and agreeing to our terms, you affirm to MNTN that you hold the necessary consent for each email address uploaded on the MNTN Platform. These consents grant MNTN the authorization to process the data as specified in our Privacy Policy.
Moreover, MNTN's management of the uploaded data, in accordance with our Privacy Policy, will ensure adherence to all relevant laws, rules, and regulations, avoiding any violations.