MMA and LiveRamp Report Highlights Data Gaps and Identity Errors in Marketing Measurement — distorts attribution and ROI.

Context

A new report from the Marketing + Media Alliance (MMA) and LiveRamp found that even small data gaps and identity errors can compromise marketing measurement, including attribution, lift, and ROI. This highlights the importance of data collaboration in building a clearer view of performance. Marketers should be aware of these potential pitfalls and consider data collaboration strategies to mitigate them.