Ecommerce retail company THG has partnered with LiveRamp, a data collaboration platform, to help its brand clients to better connect their customers’ first-party data and turn it into valuable insights, while putting privacy first.
The THG Ingenuity platform will leverage LiveRamp’s Safe Haven solution to improve insight into the full customer journey through privacy-conscious and configurable collaboration that avoids sharing people’s personally identifiable information. This provides brands with the opportunity to access and activate first-party data across a variety of major platforms to build new audiences and measure marketing spend more effectively.
“We’re delighted to be partnering with LiveRamp and to provide our clients with the opportunity to completely change the way they look at collecting and activating audience data,” said Vivek Ganotra, THG Ingenuity CEO.
THG Ingenuity is an end-to-end direct-to-consumer (D2C) platform that helps brands to connect with consumers via a multichannel approach. Brands helped by Ingenuity include THG’s own brands, such as sports nutrition brand Myprotein, and online beauty retailer Lookfantastic.
LiveRamp’s Safe Haven enables businesses to collaborate with trusted partners within a secure environment to organise, analyse, activate, and measure data.
“THG has a legacy of building, growing and accelerating brands. We are excited to help THG empower its partners through privacy-first data collaboration strategies that take marketing performance and customer experience to the next level,” said Vihan Sharma, MD Europe at LiveRamp.
*LiveRamp is a client of Bluestripe Communications, owned by Bluestripe Group, owner of ECA