LiveRamp & ADARA to push people-based marketing in travel sector

Wednesday, June 13, 2018

Today at the Skift Tech Forum, LiveRamp declared a partnership with ADARA, the richest travel data co-op in the world, to deliver people-based marketing solutions in travel and tourism sector for proficient targeting, measurement, and personalization. Through this special partnership, travel marketers, digital marketers, and media agencies will now be in a position to market more efficiently and gain better visibility across the travel planning journey into their consumers and customer lifetime value with people-based intelligence.

LiveRamp is an Acxiom®company and one of the most important providers of omnichannel identity resolution.

 
For travel and hospitality brands, setting up of a memorable customer experience starts well before the traveler boards an airplane, checks into a hotel, or picks up their rental car. Time to time, the first engagement happens online, and ever more on mobile.

 
Actually, 76 percent of consumers explain that they have utilized their desktop computers to research travel accommodations, as 43 percent mentioned of using mobile devices. As a consequence, digital travel sales are anticipated to reach $198 billion in 2018. As the opportunity looks limitless, the sheer volume of consumer touchpoints, starting right from desktop to mobile, from social and apps, poses a major threat for the marketers who require deciding 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.

 
Layton added, “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.”

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