SANTA CLARA, Calif.,
June 12, 2018 /PRNewswire/
-- Today at the Skift Tech Forum, LiveRamp®, an
Acxiom® company (NASDAQ: ACXM) and leading provider of
omnichannel identity resolution, announced a partnership with
ADARA, the world's richest travel data co-op, to deliver
people-based marketing solutions across the travel and tourism
industries for more efficient targeting, measurement and
personalization. Through this exclusive partnership, travel
marketers, digital marketers and media agencies will be able to
market more effectively and gain greater visibility across the
travel planning journey into their consumers and customer lifetime
value with people-based intelligence.
For travel and hospitality brands, building a memorable customer
experience begins well before a traveler boards an airplane, checks
into a hotel, or picks up their rental car. Often times, the first
engagement happens online, and increasingly on mobile. In fact, 76
percent of consumers say they have used their desktop computers to
research travel accommodations, while 43 percent cite using mobile
devices. As a result, digital travel sales are expected to reach
$198 billion this year1.
While the opportunity appears limitless, the sheer volume of
consumer touchpoints—from desktop to mobile, to social and even
apps—poses a significant challenge for marketers who need to
resolve the identities of their consumers across online and offline
channels.
"As more and more travelers leave a digital footprint, travel
brands and marketers need to adapt their strategies and extend them
beyond traditional walled gardens of information," said
Layton Han, CEO of
ADARA. "Our proprietary technology is fueled by
pseudo-anonymized, real-time search, purchase and loyalty data from
more than 200 of the world's most recognized travel brands. By
leveraging our proprietary travel data co-op and aligning it with
LiveRamp's intelligent identity resolution services, we're able to
achieve the most comprehensive view of the traveler to inform more
personalized and impactful marketing strategies at any point in the
consumer's travel booking journey. Ultimately, this generates
greater return-on-investment by creating more relevant customer
offerings that drive future booking decisions."
To apply their marketing budgets more efficiently in order to
align with the way their consumers are booking travel, many brands
are doubling down on digital marketing strategies, allocating the
majority (61 percent) of their budget to these channels. However,
only 18 percent of travel executives believe their company is a
digitally-mature organization; this gap has given way to a latent
opportunity that has remained untapped until now.
"Historically, travel marketers and agencies have lacked access
to the right tools and resources to achieve scale and precision
marketing with ease. Now, as travelers increasingly adopt a
mobile-first mindset, more traditional methods have become outdated
and ineffective," said Jeff
Smith, GM of Brands and Agencies and CMO of LiveRamp.
"Using LiveRamp's best-in-class IdentityLink™ service, coupled with
ADARA's global travel graph of recognized travelers, brands will
receive a unified view of their consumer that they can use to
deliver more relevant messaging that reflects consumers' travel
preferences and behaviors. Further, this is all done in a
privacy-conscious way to inspire deeper brand trust and long-term
loyalty."
To learn more about the partnership between LiveRamp and ADARA,
please visit here.
1
https://www.socialmediatoday.com/news/5-digital-trends-to-watch-in-hospitality-marketing-infographic/520225/
About LiveRamp
LiveRamp offers brands and the
companies they work with identity resolution that is integrated
throughout the digital ecosystem, and provides the foundation for
omnichannel marketing. IdentityLink transforms the technology
platforms used by our clients into people-based marketing channels
that improve the relevancy of marketing, and ultimately allow
consumers to better connect with the brands and products they love.
LiveRamp is an Acxiom company (NASDAQ: ACXM), delivering
privacy-safe solutions to market and honoring the best practices of
leading associations including the Digital Advertising Alliance's
(DAA) ICON and App Choices programs. For more information, visit
www.LiveRamp.com.
About ADARA
ADARA empowers the world's leading travel
brands to grow the industry together. Built on the world's richest
travel data co-op, ADARA offers people-based insights for travel
companies. Clients get a value-based understanding of their
relationship with their customers, with travel patterns, trends and
behavior from more than 750 million monthly unique traveler
profiles across more than 190 of the world's top travel brands.
ADARA delivers unifying, enterprise-wide impact with Customer Yield
Intelligence based on 3 core pillars – Learn, Act, Measure – that
integrate the entire ADARA product suite to drive measurable
outcomes at the customer level. https://www.adara.com.
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SOURCE ADARA