LiveRamp Links Facebook Ad Campaigns to Off-line Sales

Customer data 'onboarding' specialist LiveRamp has integrated with Facebook, to enable users to uncover the link between the latter's ad campaigns and off-line sales, whether in stores, branch offices, contact centers or other brick-and mortar locations.

Acquired by enterprise data and analytics company Acxiom in 2014, LiveRamp unlocks data from CRM systems and other applications, integrating these off-line sources with online data. Building on these existing capabilities to onboard off-line first- and third-party data for targeting through Facebook Custom Audiences, LiveRamp can now onboard clients' sales transaction data and perform measurement analysis. Through the new initiative, LiveRamp clients can activate their sales transaction data within Facebook, and after LiveRamp onboards data through the Facebook Offline Conversions API, Facebook provides clients with a campaign measurement report, showing the relationship between ad exposures and off-line purchases.

Travis May (pictured) President and General Manager of LiveRamp, comments: 'By connecting campaign exposure data to off-line sales transactions, marketers can understand which campaign strategies are truly generating real business returns. This insight is key to optimizing campaign performance and justifying higher digital marketing budgets'.

Web site: www.liveramp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.