What’s the difference between data-driven and people-based marketing?

December 6, 2018 Martin Wallace Identity Resolution, people-based marketing

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, …

rampup on the road london savoy

RampUp on the Road London 2018 Recap: Give Something to Get Something in a Responsible Way

November 20, 2018 Martin Wallace people-based marketing

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. …

identity resolution

What exactly is identity resolution?

July 26, 2018 Liveramp Identity Resolution, people-based marketing

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. …


How Identity Resolution powers enlightened attribution modelling

February 16, 2018 Liveramp Attribution, Identity Resolution, Measurement

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 …


Online and offline attribution – building a complete picture

February 12, 2018 Liveramp Attribution, Closed-Loop Measurement, Measurement

Why offline is so important

Over 90% of all retail purchases are still made offline, in stores, branches, shopping centres and over the phone. Despite the digital takeover, we continue to develop high streets, build shopping centres and open new branches.

Clearly, offline remains an invaluable marketing channel.

So how much of the 90% of in-store sales, …