LiveRamp (NYSE: RAMP), the leader in data collaboration, today announced new research developed in collaboration with the Marketing + Media Alliance (MMA), examining the impact of incomplete and inconsistently linked marketing measurement. Critically, The Missing Piece: Improving Confidence in Marketing Measurement report finds that even small amounts of non-random missing data or low identity precision may lead marketers to make flawed budget decisions, and overlook or undervalue effective advertising.
As marketers search for solutions, data collaboration helps marketers use data with precision, including identity, targeting, and measurement.
The LiveRamp and MMA joint research arrives at a critical time, as marketers look to mitigate widespread issues such as data loss, privacy controls, identity fragmentation, and cross-channel measurement, all while preparing for their own AI-driven transitions.
Using LiveRamp’s resources, including synthetic data and technical experts, LiveRamp and the MMA examined measurement to isolate common measurement issues and quantify their impacts.
The report finds that these data issues can lead to incorrect channel rankings, and lacking adequate identity strategies can understate true campaign performance, both of which lead to inefficient investment decisions and misguided strategy.
In tests, MMA and LiveRamp research found that poor identity precision collapsed campaign ROI by approximately 70% — enough to get a working campaign cancelled.
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