12 Oct, 2016, 09:00 ET
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.
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.
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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