• by Philip Rosenstein , November 2, 2016

Datorama, a marketing analytics firm, announced on Tuesday that it has entered into a formal partnership with LiveRamp to use its IdentityLink platform to unify siloed data across offline and digital channels.

The deal offers Datorama customers campaign targeting and performance measurement at the individual level. Clients using Datorama’s Marketing Integration Engine can now more easily link and consolidate various previously unconnected data points, including online advertising analytics and offline sales data.

“Understanding a customer’s path to purchase is a big step forward for marketers,” stated Ran Sarig, co-founder and CEO, Datorama. “While today’s marketing professionals are used to campaigning against segments, this is the next move that will move the marketing needle forward."