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EL DORADO HILLS, CA, September 24, 2015 /24-7PressRelease/ -- "Wanamaker is dead," announced Marketing ROI and cross media attribution firm Marketing Evolution today. Marketing Evolution, a cross media optimization software platform that helps marketers and their partners increase marketing ROI, unveiled a partnership with LiveRamp, an Acxiom company that provides data onboarding and connectivity services. Marketing Evolution will act as a measurement partner for LiveRamp Customer Link, which connects online and offline data across channels and devices in a privacy-safe way for a better view of the customer.
Using Marketing Evolution's ROI BrainTM and Impact Based Planning software engines, marketers receive in-flight optimization of their advertising based on the measured impact of exposure to each message in each media on brand perceptions, sales and other conversion metrics. Clients are able to:
- Optimize in real time and execute the ideal media mix based on key KPIs across marketing tactics at the most granular level in TV, OOH, radio, print right alongside their digital and mobile.
- Use digital data to not only optimize digital advertising performance but also improve the performance of offline media.
- Pair detailed digital attribution across thousands of networks, titles, sites, programmatic segments, and geo-location selections with optimization across over 10,000 offline touchpoints covering every media. This is the most comprehensive online and offline optimization available.
With LiveRamp as an easy to use component of the Marketing Evolution technology stack, the possibilities for using connected data to improve marketing ROI are endless- sales data, campaign data and attitudinal data can be connected at the anonymous consumer-level through a non-PII link for best in class attribution, optimization and ROI analysis. Marketing Evolution will also partner with LiveRamp to bring more third-party data sources into the Marketing Evolution platform to enrich data sets for attribution analysis.
"Data-driven insights are key to optimizing customer interactions at scale," said Travis May, president and general manager of LiveRamp. "We're excited to help marketers unlock even greater value from the Marketing Evolution platform through the power of connected data."
Retail magnate John Wanamaker famously said, "I know half my advertising is wasted. Trouble is I don't know which half." This quote was more than a century ago, and Marketing Evolution CEO and founder Rex Briggs says that by matching the power of Marketing Evolution's optimization engine with the rich data sets connected through LiveRamp, "Advertisers will be able to achieve the optimal return on investment so urgently needed to meet their bottom line, using best in class technology."
Briggs continued, "This partnership is the evolution of more than a decade of work to get the right message to the right person, in the right media, at the right time at the right place". Briggs concluded, "Marketers can know what sticks, and they can know it while the campaign is running and there is still time to adapt. We are very excited about this partnership."
About Marketing Evolution
Marketing Evolution helps clients and partners increase marketing ROI with its analytics and media buying platform. Marketing Evolution has the most broadly independently validated ROI methodology. The patented Cross Media Attribution Modeling is better than digital only attribution because it finds the synergies between TV, Search, Display, Direct Mail, etc. It is better than transaction oriented mix modeling because it is customer-centric. Customer centric analysis use bigger data to get specific about individual advertising messages and media placements - delivering ROI down to individual customer segment levels in real-time. The is proven to deliver more accurate analysis and better bottom line sales and profit benefits for marketers.
LiveRamp connects more than 200 digital marketing platforms and data providers. We help marketers eliminate data silos and unlock greater value from the tools they use every day. By onboarding and unifying customer data across disparate systems, we provide the connectivity brands need to reach consumers across channels and measure the impact of marketing on sales. LiveRamp is an Acxiom company. For more information, visit LiveRamp.com.
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