Observed Signal · Jul 20, 2026 · Research Report · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Neutral
MMA & LiveRamp: Small Data Gaps Distort Measurement
LiveRamp and the Marketing + Media Alliance (MMA) published a joint research report, The Missing Piece: Improving Confidence in Marketing Measurement, finding that even small amounts of non-random missing data or low identity precision can distort attribution, understate campaign performance, and lead to flawed budget decisions. Using LiveRamp’s synthetic data and technical experts to simulate common measurement issues, the study found that poor identity precision can reduce measured campaign ROI by approximately 70% in tests. The report highlights data collaboration, identity foundations and tools such as data clean rooms as ways to produce unified, de-duplicated measurement and more accurate channel rankings. Quotes in the release come from Vassilis Bakopoulos (MMA) and Christine Grammier (LiveRamp).
Joint research from a major identity/data collaboration vendor (LiveRamp) and the MMA quantifies how data gaps and identity errors materially distort measurement (including a ~70% ROI collapse in tests), affecting attribution and budget decisions across the industry.
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Key Takeaways & Evidence Grounding
- LiveRamp and the Marketing + Media Alliance (MMA) released a joint research report titled 'The Missing Piece: Improving Confidence in Marketing Measurement'.
- The research finds that small amounts of non-random missing data or low identity precision can cause incorrect channel rankings and flawed budget decisions.
- In tests, MMA and LiveRamp research found that poor identity precision collapsed campaign ROI by approximately 70%.
- The study used LiveRamp’s resources, including synthetic data and technical experts, to isolate measurement issues and quantify their impacts.
- The report recommends data collaboration approaches (identity solutions and data clean rooms) to enable unified, de-duplicated measurement.
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Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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