These terms will ultimately shape the future of your marketing, so let’s look at how they sit together and what they mean for organisations.

What is people-based marketing?

First up, it’s important to understand that people-based and data-driven aren’t in opposition to each other. It’s possible to be data-driven without being people-based. On the other hand, …

We were recently featured in the Institute of the Motor Industry magazine, sharing expertise on the future of automotive marketing. One of the key learnings from the article is that data is now a central component to the automotive industry – everyone from manufacturers to dealers, after-sales and marketers rely on it to constantly …

For the first time in its history, LiveRamp brought its successful RampUp roadshow across from the US to London and made the city the only place to be for leaders in martech.

We may have come a long way since the first banner ad 24 years ago but there’s still a long way to go. …

To date, LiveRamp has focused on its key use case – data onboarding, the process of uploading first party data and activating across digital channels. Put simply, onboarding enables you to identify and retarget your existing customers, anywhere.

The connecting of offline segments with online platforms is the first step to a true omnichannel view. …

As we’ve previously discussed, simple attribution models, such as ‘last click’ and ‘first click’ attribution, often leave a lot to be desired. They can create a skewed perspective of exactly what’s working and across which channels. And even though online channels can be more easily connected, they often lack clarity when it comes to …