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Lessons in audience targeting with data – from Uber, Walmart and 20th Century Fox

October 3, 2019 LiveRamp Identity Resolution Measurement people-based marketing Segmentation

As new marketing technologies continue to emerge, targeting and expanding customer reach is becoming increasingly complex. With a customer’s journey spanning across a number of platforms and touchpoints and generating a wealth of data, it can be difficult to extract meaningful insights and align this to a strategic focus.

It is crucial to be smart …

Five Steps to effective A/B Testing

May 21, 2019 LiveRamp Data Onboarding Identity Resolution Measurement people-based marketing

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 …

What is Closed-Loop Measurement?

May 15, 2019 LiveRamp Closed-Loop Measurement Data Onboarding Identity Resolution Measurement

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 …

Make the most out of your people-based measurement investment

April 10, 2019 LiveRamp Identity Resolution Measurement people-based marketing

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 …

Start Your Engines: People‑Based Measurement for Your Customer Journey

April 4, 2019 LiveRamp Identity Resolution Measurement people-based marketing

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 …