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Omnichannel Marketing Gets Personal

It can be easy to forget that marketing is really about people and optimizing/improving the relationship brands have with them. In an omnichannel digital world however that's not always easy to accomplish.
Omnichannel identity resolution provider LiveRamp however has just launched a solution for agencies that will enable them to scale people-based marketing capabilities across platforms and channels for their clients.
Identity resolution is essentially an operational intelligence process (powered by technology of course) that enables businesses to connect separate data sources with the aim of making possible identity matches and non-obvious relationships across multiple databases.
The new IdentityLink offering from LiveRamp will enable agencies to use people-based planning, buying and measurement for any client regardless of their technology stack, better manage consumer reach and frequency across channels, and enrich people-based audiences with data from more than 120 unique providers.
IPG, PMG, and Goodway are three agencies that will offer IdentityLink directly to their clients.
“Agencies play a critical role in managing the development and execution of marketing strategies for their clients,” said Nikhil Dixit, vice president of agencies at LiveRamp.
“With IdentityLink, they can now leverage the industry’s largest and most accurate open identity graph to scale people-based marketing that is customized for their business and clients, without having to spend years and millions of dollars building out their own omnichannel identity resolution capabilities.”

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