• by Ray Schultz , May 30, 2018

LiveRamp, an Acxiom company that specializes in omnichannel identity resolution, has launched a scoring service for data buyers that could also benefit email marketers.  

Lucid, the first partner in the program, will provide LiveRamp IdentityLink customers with measurement capabilities based on data from survey respondents available in Lucid’s marketplace, Acxiom says. IdentityLink is LiveRamp’s data-scoring service.

Instead of relying on traditional attributes, like age and gender, clients can now leverage neutral third parties, such as Lucid to assess data quality, LiveRamp says.

The objective is to achieve “clarity and accuracy across data sets,” states Luke McGuinness, GM of the Data Store, LiveRamp.

McGuinness adds “the majority (62%) of marketers believe improving marketing data quality is the most important objective of a successful marketing data strategy.”

LiveRamp claims the offering increases transparency and is based on ethical use of data.

Tom Benton, CEO of the Data & Marketing Association, states that “marketers and agencies need a clear and standard understanding of the source and composition of data they are using. Transparency enables greater relevance and value to the consumer, with elevated integrity and responsibility.”

Adam Heimlich, senior vice president at Horizon Media, adds the new service will provide “a much needed layer of validation to the data marketplace.”