Digital marketing company Fluent announced a partnership with LiveRamp on Tuesday to support multi-channel customized marketing and retargeting.
The partnership brings Fluent’s AudienceNow solution to LiveRamp users, which allows marketers to build and target any customer audience based on Fluent’s first-party database of 120 million consumers.
Particular beneficial for marketers looking for new customer acquisition, AudienceNow allows marketers to access lookalike audiences that are not pre-existing within their CRM databases.
Fluent uses real-time data to create a dynamic model of consumers, and the data is derived from a series of 5.5 million web-based surveys the company completes daily.
This data can now be onboarded into LiveRamp’s suite of integrated marketing products and applied to building audiences and targeting across multiple channels, including email, mobile, social, video and display.
“We are extremely excited to be announcing our partnership with LiveRamp,” states Ryan Schulke, CEO of Fluent. “Our integration will extend the reach of Fluent’s immensely powerful, real-time audience identification and creation capabilities, and make it easy for marketers across any vertical to target their best customers, with precision, across every device and channel.”
Email marketers can leverage the new partnership to tap into Fluent’s data to target audiences via LiveRamp’s data connectivity services. LiveRamp can also connect anonymous data to online devices and digital IDs to give marketers a better view of their customers.
Initial pilot campaign results have shown a 123.5% increase in click-through rates and a 144.1% increase in effective-cost-per-acquisition, Fluent reports in a press statement.
“Savvy marketers are constantly on the lookout for high value data sources that deliver superior results,” states Travis May, President and GM of LiveRamp. “We are excited to activate Fluent’s data across the digital marketing ecosystem, so more companies can benefit from a people-based approach to marketing that delivers better consumer experiences and higher ROI.”
The partnership news was announced at the RampUp 2016 Conference, an advertising technology event hosted by LiveRamp.
LiveRamp was acquired by Acxiom, a SaaS-based data company, for $310 million in 2014.