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Datorama Partners With LiveRamp To Enhance Campaign Measurement And Reporting

Image: Datorama

Marketing analytics platform Datorama has partnered with LiveRamp, a data services company owned by data giant Acxiom , to enable customers of both companies to better measure marketing performance.

The partnership allows its customers to use its campaign management, data modeling and visualization tools alongside LiveRamp’s IdentityLink platform, the companies said. The IdentityLink solution was launched in early October to help companies unify offline and online data across multiple silos.

The combination of the two solutions enables marketers to enhance campaign targeting and performance measurement initiatives with deeper insight into the customer journey, they said.

"Understanding a customer's path to purchase is a big step forward for marketers," said Ran Sarig, Co-founder and CEO of Datorama, in a statement. "While today's marketing professionals are used to campaigning against segments, this is the next groundbreaking move that will move the marketing needle forward."

LiveRamp President and GM Travis May also said that through this partnership, “Datorama clients can form a deeper understanding of their customers that results in smarter investment decisions and more relevant communications.”