Marketing Innovation Blog

Look-alike Modeling: The What, Why, and How

Marketing teams with growing sales targets are always looking to reach larger audiences. Because of look-alike modeling’s ability to reach audiences beyond a marketer’s CRM, it is a solution every marketer wants in their toolbox. But what is this tool and how is it used? In this post, we pull back the curtain by ...

Customer story: how Lowe’s marketing is taking the guesswork out with identity resolution

For Katie Cowie, Digital Campaign Manager at Lowe’s, the important thing is finding her customers at the right time, no matter where they are. That’s why she turns to LiveRamp to take all of Lowe’s’ customer information and make it useable in their media space. Watch this video to learn more about how she is ...

How Ad Fraud Impacts Your Measurement, with Dr. Augustine Fou

This is part two of our interview with Dr. Augustine Fou, digital ad fraud researcher at Marketing Science Consulting Group. For the first part, click here. Ad fraudsters not only steal your ad dollars—they also mess up your marketing analytics and prevent you from truly understanding the impact your digital has on sales. Thankfully, the tools ...

4 Questions You’ve Always Had about Ad Fraud, with Dr. Augustine Fou

Ad fraud is a hot topic among digital marketers right now—and for good reason. No marketer wants to serve their most compelling ads to fake viewers, wasting their budget and skewing their attribution. But what’s a digital marketer to do? We sat down with Dr. Augustine Fou, digital ad fraud researcher at Marketing Science ...

Six Quick 1-to-1 Marketing Tips from Eyeview

We sat down with Brian Pozesky, Chief Product Officer at Eyeview, to discuss their best practices for using data to implement more effective 1-to-1 marketing campaign strategies in video ads. Eyeview has solved the challenge of taking the personalized data-driven methodology you love and applying it to video. With its groundbreaking 1-to-1 video marketing technology, ...

Marketing Basics Drive Tomorrow’s Innovations

What drives us marketers forward is innovation; that much is obvious. However, at RampUp on the Road’s most recent stop in Seattle, speakers from the Gap, PlaceIQ, and 84.51 reminded us that when it comes to taking your marketing to the next level, it’s important to go back to the basics and remember what ...

LiveRamp Data Onboarding Now Available in the United Kingdom and France

Today we announced that our data onboarding service is now available in two international markets. Global and local brands can now use LiveRamp to improve measurement, targeting, and 1-to-1 marketing in the United Kingdom and France. Digital advertising is growing rapidly in these markets, creating a big opportunity for our clients and partners. Global ...

One-to-one Marketing, Personalization, and People-Based Marketing Defined

Today’s consumers expect and demand tailored interactions that make it easier for them to complete transactions and make them feel valued as a customer. These interactions, or personalization efforts as they are commonly known in the marketing world, are believed to have a major impact on the overall success of marketing programs. They can take many ...

1-to-1 Marketing Best Practices from Monetate

For our series on best practices for using data to improve 1-to-1 marketing strategies, we reached out to Nathan Richter, Sr. Director of Strategy and Insights at Monetate, to learn more about website and mobile optimization: What kind of improvements have you seen for companies who personalize audience segments or even individual consumers? It's ...

9 Data‑Driven Marketing Quotes from #RampUp16

During our recent gathering of over 1,500 "MadTech" professionals at #RampUp16, we had the opportunity to get inspired by leaders from companies like MediaMath, Quantcast, and V12 Group. Take a minute to check out this slideshow of top RampUp quotes that touch on data and what it means for today's data-driven marketers. Inspiration from Leaders in AdTech ...

The Cultural Impact of a Data-Driven CMO

Colin Powell once famously said, “A good leader is someone whose people will follow him or her…if only out of curiosity.” In the case of the modern, data-driven CMO, this feels particularly true, so we teamed up with the CMO Club to survey and interview four CMOs to talk about the challenges and opportunities of marketing. In ...

Conversations with Drawbridge CEO Kamakshi Sivaramakrishnan

[Editor’s note: We recently sat down with Kamakshi Sivaramakrishnan, CEO and Founder of Drawbridge, to get her thoughts on the future of marketing. This blog is a compilation of those conversations. Kamakshi will be on the main stage speaking at #RampUp16!] From your perspective, what will be some of the biggest challenges facing the adtech ...

How LiveRamp Data Onboarding Integrations Work

You can dramatically increase the impact and efficiency of your marketing programs when you onboard your offline CRM and sales data into the digital marketing platforms you use every day. LiveRamp now offers integrations with more than 250 marketing platforms, making it safe and easy for you to send your data wherever you choose. ...

How CRM Retargeting Works

Here at LiveRamp we’ve been on a mission to bring some clarity to the data-driven marketers’ world of jargon (which is specifically why we created the official data driven marketer glossary). Now it’s time to get into some specifics and give one of our favorite strategies, CRM retargeting, some love. CRM retargeting isn’t as widely understood ...

LiveRamp Whiteboard Session: How LiveRamp Customer Link Works

We spend a lot of time at LiveRamp whiteboarding with clients, prospects, and each other to explain how our products work. So we thought the best way to explain how our new LiveRamp Connect service, Customer Link, works would be to bring the whiteboard to you wherever you are. Check out our whiteboard video to ...

Announcing LiveRamp Customer Link

Every marketer wants to create a unified view of the customer to fuel insights. But with so many channels and devices out there, it’s been incredibly difficult to link data from different sources to create an accurate view of customer journeys – until now. I’m thrilled to announce the launch of a new data connectivity ...

Reach Customers, Not Just Cookies

As marketers we are hungry. Hungry to reach customers. Hungry to be the best at doing it. For most of us, we love what “the cookie” has done to help reach our customers, but it’s not completely satisfying our appetite anymore. To understand why, let’s start with some cookie basics. How Do Marketers Use Cookies Today? Cookies are like ...

Digital marketing vocab gaps: Fill’em in (with our new glossary!)

Every digital marketer knows this: To look good in meetings (and prove that you know your analytics-driven arse from your re-targeted elbow), you have to speak the digital marketing lingo like a pro. But new marketing tech keeps appearing, and it’s pumping out more new jargon all the time. Somewhere between 1st party, DSPs and yield ...

How Suppression Can Save Your Marketing Budget

Marketing teams are always looking to squeeze more out of their budgets. A big part of this is eliminating waste within marketing campaigns. Two popular tactics for doing this are frequency capping and suppression. Suppression, our focus here, is the tactic of removing specific consumer segments from a marketing campaign audience. Reasons to Create a ...

Smithereens

We've data'd ourselves into bits. As marketers, we’re hitting a digital wall. We keep adding channels and collecting more and more data. But the data’s all channel-specific, it’s all over the place, and that makes it ultimately pretty un-useful. We’ve written a bit of a rant about data fragmentation. And if you’re a digital marketer, too, ...