LiveRamp-MMA report warns small data gaps, identity errors can skew marketing measurement

LiveRamp published a joint MMA report warning that small, non-random data gaps or low identity precision can distort marketing measurement.

Tests found poor identity precision cut measured campaign ROI by about 70%, risking cancellation of campaigns that are actually working.

The analysis said these errors can flip channel rankings, leading to flawed budget allocation and undervaluation of effective advertising.

The report pointed to stronger identity foundations, unified cross-channel measurement, and data collaboration tools to reduce fragmentation and improve decision quality.