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 million customer records. A few numbers stood out in the resulting study.
- 240%. When all was said and done, the financial analysis that measured the benefits versus the costs—adding it all up to a net present value (NPV)—found that a composite organization of these five companies would experience an ROI of 240% over a three-year period when using IdentityLink.
- < 3 months. The payback period is the point in time at which net benefits (benefits minus costs) equal initial investment or cost. The break-even point for an investment in IdentityLink is less than three months, meaning that LiveRamp clients can start to see a return within one fiscal quarter.
- $954,052. With IdentityLink’s second-party data platform, organizations allowed select partners access to first-party data in a permission-based and secure environment. They were able to measure customer overlap, facilitate in-store targeting, and capture additional co-op advertising allowances in a privacy-conscious manner. Collectively, these organizations saw an increase in these allowances approaching $1 million, while strengthening vendor relations overall.
- $3,036,342. Forrester realizes that marketing budget optimization will vary across organizations, but estimates that this composite organization experienced over $3 million in benefits by improving marketing efficiency. By enacting closed-loop measurement of their audiences and connecting the dots between customers, digital devices, and data, they optimized their marketing budgets and improved conversion rates by shifting spend to channels that better reached their target demographics. They also avoided unnecessary spend through ad suppression.
- $2,511,548. Likewise, acknowledging that profit figures will vary as well, Forrester reports that this composite organization saw a $2.5 million improvement in revenue from targeted advertising enabled by identity resolution. These organizations activated offline customer information, creating a database of unique customer profiles, which enabled their targeted digital advertising campaigns. With deterministic matching, they were able to refine data from disparate systems into a single customer view, enabling them to perform people-based targeting, measurement, and personalization based on de-identified attributes.
Forrester’s Total Economic Impact study also found that organizations saved time and money using LiveRamp to centralize and automate frequent onboarding and analytics tasks, and organizations reduced use and spending of legacy solutions by 10%.
Other benefits, however, simply cannot be quantified. With greater control over their tech stack, marketers were also afforded more granularity in how they captured and distributed data across marketing platforms. Lastly, by using LiveRamp to onboard their data instead of having it spread across multiple platforms, these organizations were able to maintain high levels of privacy, which offers marketers both peace of mind and the ability to increase the number of channels to which they onboarded their anonymized data.
To read more about the benefits of IdentityLink, download the full Forrester Total Economic Impact Study here.