LiveRamp Partners with Goodway Group, Activating People-Based Marketing

Goodway Group, the programmatic partner agencies trust to drive campaign performance and media efficiency, partnered with LiveRamp™, an Acxiom® company  and leading provider of omnichannel identity resolution. The partnership enables Goodway Group to activate people-based digital marketing initiatives for its agency and brand clients. Consumers now have elevated expectations for brand engagement, and this partnership offers marketers insights to help optimize and unify experiences throughout a customer’s journey.

Goodway Group works closely with advertising agencies across the US, helping them to plan and execute digital marketing campaigns for brand clients. Goodway Group’s partnership with LiveRamp provides access to LiveRamp’s IdentityLink™ solution, which allows marketers to create an omnichannel view of the consumer, resolving first-, second-, and third-party data to a privacy-compliant identifier that can then be activated by Goodway Group as part of people-based marketing initiatives.

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Ashton Gary, director enterprise partnerships, Goodway Group, said, “We are excited to be partnering with LiveRamp and incorporating IdentityLink into our digital marketing campaigns. The advanced identity resolution capabilities provided by LiveRamp enable us to more precisely target the right audience with a level of accuracy that was simply not possible before. We’re able to target down to a much more granular level, and send relevant messages that resonate with consumers.”

By segmenting audiences into specific niche groups, marketers have the ability to create special offers for those groups. For example, a retailer can tap into its app’s loyalty and purchase data to create a custom segment targeting users who typically buy a certain product, and serve them an ad featuring the latest version of that product when it launches.

Jeff Smith, LiveRamp’s Chief Marketing officer, said, “In today’s world, creating a relevant and seamless consumer experience across channels is critical. We’re delighted to be powering Goodway’s efforts on this front, allowing them to bring people-based marketing to their agency clients.”

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