Measurement of the unified data set had to be able to answer 3 core questions:
To answer these questions, Ovative Group partnered with LiveRamp and their IdentityLink tool.
Ovative developed and worked with the client to provide a custom proprietary reporting environment to support cross-channel testing and measurement.
The client provided audience data, online & offline quote files, and media exposure logs. Additionally, they also highlighted the key types of campaigns and segments they were interested in.
LiveRamp’s IdentityLink product enabled connection of online and offline identities in a privacy-safe way. LiveRamp was selected because Ovative and the client needed a partner that would provide persistent and accurate identity resolution across a complex series of data sources, in a privacy-safe way.
Ovative managed the process, ingested the data, built the pathing and analytics, and provided measurement insights.