Acxiom-owned LiveRamp is finally launching its so-called “data onboarding” service in the UK and France to meet what it claims is rapidly growing demand from clients and partners.
Acxiom bought the US company in May 2014 in a deal worth about £184m ($310m) and has been gearing up for the European launch since hiring its first UK managing director late last year; Richard Foster joined the company from Intelligent Optimisations.
The scheme is designed to enable brands to link their own CRM and sales data with third-party information in online marketing platforms and then measure the impact of campaigns across online and offline sales channels.
By acting as a connectivity layer across all parts of the marketing mix, it is claimed that LiveRamp breaks down data silos and enables highly effective people-based strategies for measurement, targeting, and one-to-one marketing.
Foster said: “Faced with enormous complexity, resulting from the explosion of data, devices and applications, more and more marketers appreciate how data onboarding can deliver marketing success through its ability to connect data.”
One company which is already using the programme is French retail giant Carrefour. Michel Bellanger, head of marketing for Carrefour Media, said: “In today’s era of omni-channel commerce, consumers engage with a brand across multiple touchpoints. Connecting data at the consumer level is key to providing unique experiences as well as products and services that exceed expectations.”
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