SAN FRANCISCO, Oct. 12, 2016 /PRNewswire/ -- LiveRamp™, an
Acxiom® company (NASDAQ: ACXM) and leading provider of omnichannel
identity resolution, today announced the launch of LiveRamp
IdentityLink. The solution will unify siloed data across offline
and digital channels to power an omnichannel view of the consumer
and expand the ability to execute people-based marketing
initiatives by onboarding data across the digital ecosystem.
LiveRamp IdentityLink builds on the company's existing identity
resolution capabilities to allow brands to resolve their data from
any channel – such as addressable TV, direct mail, programmatic
advertising, point of sale, mobile, CRM, social, call center –
IdentityLink provides the technical sophistication to accommodate
the privacy permissions on each of these data flows and create an
omnichannel view of a consumer. Brands can also leverage LiveRamp's
identity resolution service to enrich their understanding of
consumers with data from other companies, onboard their data into
more than 400 marketing platforms, engage their target audience
over hundreds of millions of digital devices, and resolve data
generated by that engagement back to the consumer in a
privacy-compliant manner.
"We strive to understand and impact the omnichannel consumer
journey," said Dwight Pirtle of
Caesars Entertainment. "But the rapid growth of channels in which
we interact with consumers makes this incredibly complex. By
helping us recognize our known customers and prospects wherever
they engage with our brand, LiveRamp allows us to strengthen
relationships with the people we care about and communicate in ways
that are meaningful."
A new industry study commissioned by LiveRamp reveals that
nearly all marketers (92 percent) believe the ability to execute
people-based marketing in digital channels is of significant
importance. In addition, while most marketers (79 percent) take
advantage of the people-based marketing capabilities Google and
Facebook offer on their properties, the vast majority of marketers
(84 percent) want to unify their people-based marketing strategies
across other digital channels, but many struggle to do
so.
"Onboarding helped us build a core competency around identity
resolution in the digital realm," said Travis May, president and general manager,
LiveRamp. "But marketers want to do more than just target customers
online using data from their CRM systems – they want a unified
approach to people-based marketing on every channel and
device."
LiveRamp's study found that nine out of ten marketers identify
the need to build an omnichannel view of the consumer as important
or extremely important. Only 17 percent, however, indicated they
have the ability to do so. And with the majority of marketers (69
percent) predicting that new digital channels, such as virtual and
augmented reality, the Internet of Things, wearables and chatbots,
will play a significant or very significant role in marketing over
the next five years, the challenge is likely to increase.
"We are evolving our capabilities beyond data onboarding to
support the creation of an omnichannel view of the consumer,
allowing our customers to greatly increase the effectiveness of
their targeting, personalization and measurement," said May. "The
challenge is that no one company — brand, agency, technology
provider, data owner, or publisher — has a complete view of the
consumer. They all only have a piece of the equation. Identity
resolution is at the heart of bringing all of those pieces
together. This is only the start for us — we'll be extending
IdentityLink in the near future to these remaining audiences, so
everyone can work to deliver the best possible consumer
experience."
For more information on LiveRamp IdentityLink, visit
www.LiveRamp.com.
A report of the study's findings is available here for
download.
Study Methodology
The study was commissioned by
LiveRamp and conducted by Morar Consulting in September 2016, polling 258 marketers across
various roles at B2C companies with more than 1,000 employees.
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 www.LiveRamp.com.
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SOURCE LiveRamp