Acxiom Corporation (NASDAQ:ACXM) LiveRamp has rolled out a new solution that enables marketers to track the performance of their advertisements on Facebook (NASDAQ:FB). With the solutions, LiveRamp clients can easily find out how many of their physical store sales have been influenced by ads they serve on Facebook.
Acxiom’s LiveRamp already provides its clients with the marketing insights to enable them to properly allocate their advertising budget. However, it is the first time that LiveRamp is integrating its marketing insight service with Facebook for tracking of offline sales.
As such, the Facebook integration builds on LiveRamp’s existing capabilities for measuring and analyzing sales transactions and ad performance. Because companies may run different digital campaigns, they may not be sure which of them is contributing more offline sales and that is where LiveRamp becomes useful.
Optimizing marketing campaigns
When a company is fully aware of the performance of its various digital marketing campaigns, it can optimize the campaign to generate more returns. It also becomes easy to justify spending on a particular marketing effort. That’s what Acxiom is helping its clients do.
With Facebook’s growing popularity as a place where people come to connect with family and friends and learn about products, LiveRamp felt it should increase the value for its clients on the platform.
According to LiveRamp’s product chief, Anneka Gupta, the company is among the first providers of platform integration with Facebook for tracking offline purchases generated through online campaigns. LiveRamp connects over 300 digital marketing platforms to enable its partners to break data silos and run more efficient marketing campaigns.
ACXM swings to profit
In its latest earnings release, the company posted F4Q EPS loss of $0.02 on revenue of $224.7 million. For the full-year period, it posted EPS profit of $0.09 on revenue of $850.1 million.