A solid A/B testing program can help you to calculate true ROI and
drive significant business impact. But, are you doing it right?

A/B testing is a marketing experiment that involves splitting your
audience to test variations of your campaign to determine which variation
drives better results. Essentially, you target half of your audience with
marketing content A and …

Marketers must remain dynamic, adapting to the both the
changing needs of their customers and the changing nature of technology.

The benefit to this constant change is, with the development
of technology and the proliferation of data, digital marketers now have more
information at their fingertips than ever before, putting them in a great
position to draw insights …

Due to evolving consumer privacy regulations like GDPR and California Consumer Privacy Act (CCPA), companies need to navigate more complexity around compliance than ever before. That’s why today I am proud to formally announce LiveRamp’s acquisition of Faktor, a consent management platform (CMP) that enables us to expand our suite of privacy offerings, and …

People-based measurement allows brands and marketers to use identity resolution to better understand their target audience and build truly customer-centric organisations.

If you’ve only used identity resolution for data onboarding purposes,
then extending its capabilities to people-based measurement is a logical next
step. At its core, the process of people-based measurement consists of
measuring the impact of …

The marketing landscape has rapidly transformed over recent
years with the introduction and popularisation of new channels, technologies
and data sources. Marketers must now adopt people-based marketing strategies to
operate across all of these new channels and touchpoints to ensure they’re
effectively communicating with their target consumers in the right way.
However, as marketers embrace this people-based approach, how …