{"id":982765,"date":"2026-07-20T09:19:30","date_gmt":"2026-07-20T13:19:30","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/new-mma-and-liveramp-report-finds-even-small-data-gaps-and-identity-errors-can-distort-marketing-measurement\/"},"modified":"2026-07-20T09:19:30","modified_gmt":"2026-07-20T13:19:30","slug":"new-mma-and-liveramp-report-finds-even-small-data-gaps-and-identity-errors-can-distort-marketing-measurement","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/new-mma-and-liveramp-report-finds-even-small-data-gaps-and-identity-errors-can-distort-marketing-measurement\/","title":{"rendered":"New MMA and LiveRamp Report Finds Even Small Data Gaps and Identity Errors Can Distort Marketing Measurement"},"content":{"rendered":"

<\/p>\n

New MMA and LiveRamp Report Finds Even Small Data Gaps and Identity Errors Can Distort Marketing Measurement<\/b><\/p>\n

Research sheds light on factors that can compromise attribution, lift, and ROI measurement, and points to the importance of data collaboration in building a clearer view of performance<\/i><\/p>\n

SAN FRANCISCO–(BUSINESS WIRE<\/a>)–
\nLiveRamp (NYSE: RAMP), the leader in data collaboration, today announced new research developed in collaboration with the Marketing + Media Alliance (MMA), examining the impact of incomplete and inconsistently linked marketing measurement. Critically, The Missing Piece: Improving Confidence in Marketing Measurement<\/a> report finds that even small amounts of non-random missing data or low identity precision may lead marketers to make flawed budget decisions, and overlook or undervalue effective advertising. As marketers search for solutions, data collaboration helps marketers use data with precision, including identity, targeting, and measurement.<\/p>\n

\nThe LiveRamp and MMA joint research arrives at a critical time, as marketers look to mitigate widespread issues such as data loss, privacy controls, identity fragmentation, and cross-channel measurement, all while preparing for their own AI-driven transitions. Using LiveRamp\u2019s resources, including synthetic data and technical experts, LiveRamp and the MMA examined measurement to isolate common measurement issues and quantify their impacts.<\/p>\n

\nThe report finds that these data issues can lead to incorrect channel rankings, and lacking adequate identity strategies can understate true campaign performance, both of which lead to inefficient investment decisions and misguided strategy. In tests, MMA and LiveRamp research found that poor identity precision collapsed campaign ROI by approximately 70% \u2014 enough to get a working campaign cancelled.<\/p>\n

\nTo address these issues, marketers must develop strong identity foundations, as well as a more unified view of media performance. These fundamentals allow marketers to understand their customers and how they move across the ecosystem on their journey to conversion and purchase. Data collaboration \u2014 such as through identity solutions and data clean rooms, which also enable unified, de-duplicated measurement \u2014 delivers the cutting-edge insights marketers need.<\/p>\n

\n\u201cMarketers are under constant pressure to attribute and measure incrementality so they can optimize ROI,” said Vassilis Bakopoulos, SVP of Research and Insights at MMA. “Our research points to two blind spots working against them: missing data that can mask the channels that really perform, and identity matching that feels like progress but isn’t built for precision. Both erode confidence in measurement, and both can push budget decisions in the wrong direction.”<\/p>\n

\n\u201cWhen it comes to understanding your customers across channels, and using identity and cutting-edge measurement tools, data collaboration is unparalleled for helping marketers use data with precision, and marketers can select solutions like LiveRamp to quickly and effectively resolve issues with their data precision,\u201d said Christine Grammier, VP of Product at LiveRamp. \u201cMarketers can now tap tools like LiveRamp\u2019s Cross-Media Intelligence for unprecedented, unified views of media performance, solving longstanding challenges and unlocking value. Building a strong foundation through data collaboration is critical for unlocking the best data to power your AI and agentic tools, and get the best outcomes.\u201d<\/p>\n

\nThe results of the study will be presented today at the MMA CMO + CEO Summit<\/a> in Santa Barbara, California, during the \u201cData Loss Is Breaking Measurement. Here\u2019s What We Know.\u201d session. To read the report, click here<\/a>.<\/p>\n

About LiveRamp<\/b><\/p>\n

\nLiveRamp is shaping the future of responsible data collaboration between the world\u2019s leading brands, retailers, financial services providers, and healthcare innovators. As consumers embrace new AI-driven experiences, the LiveRamp data collaboration network exponentially expands the breadth and accuracy of the data on which marketing AI capabilities operate, powering deeper customer insight and measurable performance on a global scale.<\/p>\n

\nLiveRamp is headquartered in San Francisco, California, with offices worldwide. Learn more at LiveRamp.com<\/a>.<\/p>\n

About the Marketing + Media Alliance (MMA)<\/b><\/p>\n

\nThe Marketing + Media Alliance (MMA) is the global, nonprofit alliance of Chief Marketing Officers and senior marketing leaders working to advance marketers\u2019 ability to create value. Led by CMOs and supported by the full marketing ecosystem \u2014 including brands, AdTech and MarTech, media, consultancies, agencies, and platforms \u2014 MMA builds evidence-based models, frameworks, and tools validated through multi-year, multi-million-dollar Think Tanks and Labs.<\/p>\n

\nMMA tackles the industry\u2019s biggest unanswered questions \u2014 what truly drives growth, what measurement methods can be trusted, how AI should be operationalized responsibly, and which organizational strategies increase business performance. MMA translates its work into applied playbooks and tools that members use to improve marketing outcomes and strengthen marketing\u2019s ability to create enterprise value. MMA\u2019s global think tanks include Marketing Attribution (MATT), Marketing Org Strategy (MOSTT), AI Leadership (ALTT), and Data & Customer Experience (DATT), with additional initiatives underway.<\/p>\n

\nHeadquartered in New York City, MMA operates in 16 countries across APAC, Europe, MEA, LATAM, and North America. MMA represents more than 825 corporate members and convenes the industry through 62+ global conferences annually, including its flagship U.S. gatherings: MMA\u2019s POSSIBLE (Miami) and the MMA CMO & CEO Summit. Learn more at https:\/\/mmaglobal.com\/<\/a>.<\/p>\n

\"\"<\/p>\n

View source version on businesswire.com: <\/span>https:\/\/www.businesswire.com\/news\/home\/20260720041859\/en\/<\/a><\/span><\/p>\n

PR@liveramp.com<\/a><\/p>\n

KEYWORDS:<\/b> California United States North America<\/p>\n

INDUSTRY KEYWORDS:<\/b> Technology Electronic Commerce Professional Services Digital Marketing Data Analytics Other Retail Content Marketing Marketing Advertising Communications Software Retail Data Management Finance Online Retail Fintech Artificial Intelligence<\/p>\n

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New MMA and LiveRamp Report Finds Even Small Data Gaps and Identity Errors Can Distort Marketing Measurement Research sheds light on factors that can compromise attribution, lift, and ROI measurement, and points to the importance of data collaboration in building a clearer view of performance SAN FRANCISCO–(BUSINESS WIRE)– LiveRamp (NYSE: RAMP), the leader in data collaboration, today announced new research developed in collaboration with the Marketing + Media Alliance (MMA), examining the impact of incomplete and inconsistently linked marketing measurement. Critically, The Missing Piece: Improving Confidence in Marketing Measurement report finds that even small amounts of non-random missing data or low identity precision may lead marketers to make flawed budget decisions, and overlook or undervalue effective advertising. As marketers search … <\/p>\n

Continue reading “New MMA and LiveRamp Report Finds Even Small Data Gaps and Identity Errors Can Distort Marketing Measurement”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-982765","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nNew MMA and LiveRamp Report Finds Even Small Data Gaps and Identity Errors Can Distort Marketing Measurement - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/new-mma-and-liveramp-report-finds-even-small-data-gaps-and-identity-errors-can-distort-marketing-measurement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New MMA and LiveRamp Report Finds Even Small Data Gaps and Identity Errors Can Distort Marketing Measurement - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"New MMA and LiveRamp Report Finds Even Small Data Gaps and Identity Errors Can Distort Marketing Measurement Research sheds light on factors that can compromise attribution, lift, and ROI measurement, and points to the importance of data collaboration in building a clearer view of performance SAN FRANCISCO–(BUSINESS WIRE)– LiveRamp (NYSE: RAMP), the leader in data collaboration, today announced new research developed in collaboration with the Marketing + Media Alliance (MMA), examining the impact of incomplete and inconsistently linked marketing measurement. 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