CHICAGO, March 6, 2017 /PRNewswire/ -- Cision and
LiveRamp™, an Acxiom® company (NASDAQ: ACXM) and leading provider
of omnichannel identity resolution, today announced a partnership
that fundamentally shifts the analytics, targeting, and attribution
that communicators are able to apply to earned media and
communications.
By pairing LiveRamp's identity resolution service with the
capabilities of the Cision Communications Cloud™, including the
Cision ID, communications and marketing professionals will be able
to identify the audiences that are digesting earned media, allowing
them to analyze key audience insights such as consumer or business
attributes, as well as key behavioral, sentiment, and intent data.
This data will give organizations a clearer picture of the net
measurable business impact of their earned media activities, while
also allowing communicators to adapt strategies based on insights.
Together, these capabilities help communicators deliver more
relevant and higher quality experiences for audiences.
LiveRamp's IdentityLink™ solution allows marketers to create an
omnichannel view of the consumer, resolving first-, second-, and
third-party data to a privacy-complaint identifier that can then be
activated in the Cision platform as part of people-based marketing
initiatives.
"Earned media, including marketing communications and core PR,
suffer from a lack of adequate measurement, as brands are unable to
accurately capture who is viewing their content and their behaviors
after they view it," said Cision CEO Kevin
Akeroyd. "As a leader in influencer identification, relevant
content distribution to those influencers, and measurement of the
impact on their followers and consumers, Cision is committed to
providing data-driven insights to support communication strategies
and properly attribute value to these mission-critical components
of the marketing mix."
"Brands invest tremendous resources, energy, and reputation on
their earned media strategy. The ability to accurately engage and
measure results is breakthrough," said Travis May, LiveRamp president and general
manager. "We're delighted to see a company like Cision leveraging
IdentityLink to solve this problem."
Organizations using this functionality will be empowered to:
- Measure the granular audience data of those who engage with
earned media, allowing much more effective engagement influencers
and consumers based on how they drive tangible business impact
accordingly, via the Cision Influencer Graph
- Identify earned media reach, engagement, and attribution by
leveraging LiveRamp IdentityLink identity resolution with Cision
IDs
- Resolve first-party data and append third-party data to
audience portraits to allow much greater audience development,
activation, and cross-channel, cross-device content
distribution
"Our partnership with LiveRamp allows us to extend audience
identities from earned content to digital marketing platforms,"
Akeroyd continued. "In doing so, Cision clients will have more
accurate tracking and targeting that they can use to coordinate
across paid, owned and earned channels."
Cision clients interested in more information on this
functionality should contact their account representatives. To
learn more about the Cision Communications Cloud™, click here.
About Cision:
Cision is a leading media communication
technology and analytics company that enables marketers and
communicators to effectively manage their earned media programs in
coordination with paid and owned channels to drive business impact.
As the creator of the Cision Communication
Cloud™, the first-of-its-kind earned media
cloud-based platform, Cision has combined cutting-edge data,
analytics, technology and services into a unified communication
ecosystem that brands can use to build consistent, meaningful and
enduring relationships with influencers and buyers in order to
amplify their marketplace influence. Cision solutions also include
market-leading media technologies such as PR Newswire, Gorkana,
PRWeb, Help a Reporter Out (HARO) and iContact. Headquartered in
Chicago, Cision serves over
100,000 customers in 170 countries and 40 languages worldwide, and
maintains offices in North
America, Europe, the
Middle East, Asia, Latin
America and Australia. For
more information, visit www.cision.com or follow @Cision on
Twitter.
About LiveRamp:
LiveRamp offers brands and the
companies they work with identity resolution that is integrated
throughout the digital ecosystem, and provides the foundation for
omnichannel marketing. Our services transform the technology
platforms used by our clients into people-based marketing channels
that improve the relevancy of marketing, and ultimately allow
consumers to better connect with the brands and products they love.
LiveRamp is an Acxiom company, delivering privacy-safe solutions to
market and honoring the best practices of leading associations
including the Digital Advertising Alliance's (DAA) ICON and App
Choices programs. For more information, visit
http://www.LiveRamp.com.
Contact:
Stacey Miller
for Cision
Director, Communications
(301) 683-6038
stacey.miller@cision.com
Alyssa Niemiec for LiveRamp
Associate Director, Havas Formula
(619) 234-0345
liveramp@havasformula.com
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SOURCE Cision