Distributed marketing technology company Netsertive says its new advanced data matching capability helps boost the efficiency of localized marketing campaigns for brand marketers.

The company says the new offering, available to Netsertive and LiveRamp customers, improves targeting, optimization and full-circle analytics for marketers by overlaying first-party CRM data onto their target audiences.

Netsertive sourced an eConsultancy survey that it says confirms that using first-party data is the best way to truly understand customers, and it is also key to achieving stronger overall marketing performance. The company said the new capability is in response to customer requests.

The company said it responded to those requests by using an integration partnership with identify platform provider LiveRamp to power the CRM data onboarding.

Netsertive says that with the capability, brand marketers can further boost digital marketing performance, and the end experience of their customers will be stronger.

While carefully controlling for privacy and policy requirements, CRM data can be used for enhancement of messaging relevance, suppression of certain audiences, identification of stronger target audiences and extension of campaign reach, Netsertive said.

The first-party data could include data from behaviors, or it could also include current customers’ actions or interests on a brand website, social media profile or subscription data, surveys and other end-customer feedback. 

“Brand marketers turn to Netsertive to scale marketing execution and drive more sales through their locations,” Netsertive vice president of product Balaji Ravindran said in a news release.

Ravindran continued, “This new Advanced Data Matching capability is the result of another industry partnership we’ve forged to drive our mission and improve their business performance. It provides another level of personalization and measurement, and we’re excited to provide the deeper insights and targeting in a privacy-safe way.”