For enterprise marketers, the practice of omnichannel activation has long been thought unattainable because of the amount of time and effort that would go into getting their data secure. Imagine it: a typical implementation would have marketers either copy their entire data set into a third-party omnichannel provider and work from ‘old’ data, or have their I.T. team build out bespoke connectors to dozens (or hundreds) of activation destinations, which frequently update their APIs and break feeds.
Today, we’re happy to announce that MessageGears and LiveRamp are teaming up to bring data-backed, moment-based marketing to the forefront and make omnichannel activation and identity resolution possible without the need to constantly copy live data.
“Partnering with MessageGears allows us to serve data-first marketers, who want to better leverage their first-party customer information for outbound marketing” said Ali Francolla, LiveRamp Managing Director, Technology Partnerships. “Combining LiveRamp and our hundreds of technology partners with MessageGears’ ability to connect to a brand’s live data will bring a unique offering for marketers.”
To be relevant in 2021 and achieve marketing in the moment as defined by Forrester, marketers need the ability to reach out to their users on any channel at any time.
Powering this partnership is MessageGears’ ability to directly connect to marketers’ data warehouse, combined with LiveRamp’s ability to perform industry-leading data connectivity and identity translation, along with first-party data activation to hundreds of partners. The ability to segment, enhance, export, and activate the data that is siloed within a brand’s data warehouse removes the common hurdles marketers face in segmentation — either copying their data into another platform or using a segmentation tool that doesn’t connect with most modern data warehouses.
The solution is a part of the MessageGears Segment product — released in 2019 specifically to allow users to actively segment and activate based on their live data. Historically, users have only had a small number of potential destinations to activate their customers on, preventing them from the “Dream and do” type of marketing they hope to achieve.
To be relevant in 2021 and achieve marketing in the moment as defined by Forrester, marketers need the ability to reach out to their users on any channel at any time.MessageGears’ native integration with LiveRamp allows existing and new customers of both platforms to have a best-of-breed experience: utilizing live data where it resides and using it to activate on any number of channels, while also taking “unknown” signals such as anonymous (or pseudonymous) website visits and using LiveRamp’s vast identity graph to identify those individuals.
“Our partnership with LiveRamp is an exciting strategic accomplishment for MessageGears,” said Walter Rowland, SVP Growth at MessageGears. “LiveRamp’s ability to provide best-in-class identity resolution on top of their network of hundreds of partners and activation destinations is going to really level up the kinds of messages and experiences brands are capable of achieving for their customers.”
Now, whether a user is struggling with connecting data between their existing tech stack, activating through advertisements on Pinterest, Twitter, or Google Ads, or simply looking to utilize one of the dozens of data enhancement partners available within LiveRamp today, they can now achieve all of these without needing to maintain separate copies of their data in various marketing suites and have a single and centralized “source of truth.”
LiveRamp is a dedicated MessageGears destination available today. If you’re interested in omnichannel activation and identity resolution using first-party data, reach us at firstname.lastname@example.org.