Datorama, a marketing analytics provider, is partnering with LiveRamp, a provider of omnichannel identity resolution. Datorama users can now benefit from precise campaign targeting and performance measurement at the individual level, all within a privacy-compliant environment.

The partnership allows professionals using Datorama's Marketing Integration Engine to link and consolidate messy, siloed data from multiple consumer touchpoints, including online advertising exposures and offline sales transactions. It enables closed-loop measurement and deeper insight into the customer journey. LiveRamp's IdentityLink platform unifies siloed data across offline and digital channels to power an omnichannel view of the consumer for people-based marketing initiatives.

"When campaigns are analyzed at the level of people, rather than devices, new insights emerge that can lead to even greater ROI," said Travis May, president and general manager of LiveRamp, in a statement. "Through this partnership, Datorama clients can form a deeper understanding of their customers that results in smarter investment decisions and more relevant communications."

"Understanding a customer's path to purchase is a big step forward for marketers," said Ran Sarig, co-founder and CEO of Datorama, in a statement. "While today's marketing professionals are used to campaigning against segments, this is the next groundbreaking move that will move the marketing needle forward. We're excited to provide this opportunity for Datorama users and are proud to be leading innovation with a terrific partner."

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