Marketing Innovation Blog

United Airlines Talks Marketing: Martech Decisions, ROI, and More

At RampUp on the Road Chicago, Ryan Cahill, digital marketing manager at United Airlines, spoke to attendees about how United uses LiveRamp to manage its data infrastructure rather than a DMP. We caught up with him after his session to discuss how he got into marketing, how his team is organized, and what he ...

Case Study: People-Based Measurement Enables Top Retailer to Discover 350% Increase in Return on Ad Spend

Reallocating marketing budgets based on analytics can be complex, but it’s certainly possible. Case study in point: we worked with Ovative/group on a top ten retailer’s people-based measurement strategy, helping them discover more than three times the return on ad spend (ROAS). The retailer came to us with this measurement problem: According to its online ...

How TV and Digital Advertising Capabilities Are Converging

The four “flavors” of Advanced TV are opening doors for all kinds of marketers to enter the world of TV advertising. And the industry continues to spectate the growth of digital ad spend vs. TV as both worlds converge. It makes sense. Advertisers aren’t used to people-based TV capabilities, so it may take time ...

People-Based Marketing & Measuring the Journey

LiveRamp’s Randy Antin, Product Marketing, Head of Audiences, (second from right in the image above) participated in Criteo’s Exec Connect panel entitled People-Based Marketing & Measuring the Journey. He was joined by Jason Wilson, Director of Marketing, Overstock.com; Lora Loesch, Sr. Director of Digital Finance and Marketing, Finish Line; and Simone Sancho, Digital Marketing ...

Forrester Total Economic Impact™ Study Quantifies Cost Savings, Business Benefits of IdentityLink™

Sometimes it’s great to have someone else do the math for you. LiveRamp commissioned Forrester Consulting to conduct a Total Economic Impact (TEI) study to evaluate the quantifiable benefits of IdentityLink. Based on interviews with five LiveRamp clients, Forrester created a composite organization which spends $103 million in annual digital advertising and has 80 ...

How to Approach Mobile Personalization

It’s far from an industry secret that the explosion of data and ubiquitous use of mobile has transformed marketing. What brands have been slower to pick up on, though, is how combining the two could garner significant gains in improving customer engagement with mobile personalization. “There has been a dramatic increase in the demand ...

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