Harvard Case - LiveRamp in 2020
"LiveRamp in 2020" Harvard business case study is written by Robert Siegel, Jack Strabo. It deals with the challenges in the field of Information Technology. The case study is 12 page(s) long and it was first published on : Dec 7, 2020
At Fern Fort University, we recommend that LiveRamp prioritize a multi-pronged growth strategy focused on leveraging its existing data infrastructure and expertise to expand into new markets and develop innovative data solutions. This strategy should encompass: * Expanding into new verticals: Targeting industries beyond marketing and advertising, such as healthcare, finance, and retail, leveraging LiveRamp's data capabilities for customer insights and personalized experiences. * Developing new data products and services: Focus on building solutions that address emerging trends like AI and machine learning, Internet of Things (IoT), and blockchain in business. * Strengthening its data security and privacy posture: Investing in robust cybersecurity measures and adhering to evolving data privacy regulations to maintain customer trust and build a strong reputation. * Embracing a culture of innovation: Fostering a data-driven culture within the organization, encouraging experimentation and collaboration to drive continuous improvement and product development.
2. Background
LiveRamp is a data connectivity platform that connects data across different systems, enabling businesses to leverage their data for better customer insights and personalized experiences. The case study focuses on LiveRamp's position in 2020, facing challenges from increasing competition, evolving data privacy regulations, and the need to adapt to new technologies.
The main protagonists are:
- Scott Howe: CEO of LiveRamp, responsible for navigating the company through a period of rapid change and growth.
- The LiveRamp team: Engineers, data scientists, and business development professionals who are tasked with developing and implementing innovative data solutions.
3. Analysis of the Case Study
LiveRamp's success hinges on its ability to navigate the evolving data landscape. The company needs to leverage its existing strengths in data connectivity and analytics to:
- Maintain its competitive advantage: LiveRamp faces competition from established players like Oracle and Salesforce, as well as emerging startups specializing in data management and analytics.
- Adapt to changing regulations: The rise of data privacy regulations like GDPR and CCPA requires LiveRamp to ensure its data practices are compliant and transparent.
- Embrace new technologies: LiveRamp must integrate emerging technologies like AI and machine learning to enhance its data capabilities and deliver more value to its customers.
Framework: We can analyze LiveRamp's situation using the Porter's Five Forces framework:
- Threat of new entrants: The data connectivity market is attracting new entrants, increasing competition.
- Bargaining power of buyers: Large enterprises have significant bargaining power, demanding competitive pricing and customized solutions.
- Bargaining power of suppliers: LiveRamp relies on data providers and technology partners, which can impact its pricing and product development.
- Threat of substitute products: Alternative data solutions, such as in-house data management systems, can pose a threat to LiveRamp's business.
- Rivalry among existing competitors: Competition is intense, with established players and new entrants vying for market share.
4. Recommendations
To address the challenges and capitalize on opportunities, LiveRamp should implement the following recommendations:
- Expand into new verticals: Leverage its data connectivity platform to target industries beyond marketing and advertising, such as healthcare, finance, and retail. This will diversify revenue streams and create new growth opportunities.
- Develop new data products and services: Focus on building solutions that address emerging trends like AI and machine learning, IoT, and blockchain in business. This will position LiveRamp as a leader in the evolving data landscape and attract new customers.
- Strengthen its data security and privacy posture: Invest in robust cybersecurity measures and comply with evolving data privacy regulations. This will build customer trust and ensure long-term sustainability.
- Embrace a culture of innovation: Foster a data-driven culture within the organization, encouraging experimentation and collaboration to drive continuous improvement and product development.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: LiveRamp's core competency lies in its data connectivity platform and expertise in data management and analytics. Expanding into new verticals and developing innovative data products aligns with its mission to enable businesses to leverage their data for better outcomes.
- External customers and internal clients: The recommendations address the needs of both external customers, who seek data-driven solutions for their business challenges, and internal clients, who need to be empowered to innovate and adapt to changing market conditions.
- Competitors: By expanding into new verticals and developing new data products, LiveRamp can differentiate itself from competitors and gain a competitive edge.
- Attractiveness ' quantitative measures: While specific financial measures are not provided in the case study, expanding into new verticals and developing innovative data products can lead to increased revenue, market share, and profitability.
- Assumptions: These recommendations are based on the assumption that LiveRamp can successfully adapt to changing regulations, integrate new technologies, and maintain its focus on innovation.
6. Conclusion
LiveRamp is well-positioned to capitalize on the growing demand for data-driven solutions. By embracing a multi-pronged growth strategy focused on expanding into new markets, developing innovative data products, and strengthening its data security and privacy posture, LiveRamp can solidify its position as a leader in the data connectivity market.
7. Discussion
Alternatives: LiveRamp could choose to focus solely on its existing market segment or pursue a more conservative growth strategy. However, these alternatives may limit its potential for growth and market share.
Risks: The recommendations involve risks, such as the cost of developing new products and services, the potential for regulatory changes, and the need to attract and retain skilled talent.
Key assumptions: The recommendations are based on the assumption that LiveRamp can successfully execute its strategy and adapt to changing market conditions.
8. Next Steps
To implement the recommendations, LiveRamp should:
- Develop a detailed strategic plan: Outline the specific markets to target, the new products and services to develop, and the investments required.
- Build a strong team: Recruit and retain talented professionals with expertise in data management, analytics, and emerging technologies.
- Invest in technology and infrastructure: Upgrade its data platform and infrastructure to support new products and services.
- Monitor progress and adjust as needed: Regularly assess the effectiveness of its strategy and make adjustments based on market conditions and customer feedback.
By taking these steps, LiveRamp can position itself for continued success in the evolving data landscape.
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Case Description
The LiveRamp in 2020 case follows the story of Anneka Gupta as she rises from one of LiveRamp's first product managers to president and head of products and platforms, responsible for overseeing the company's product, engineering, marketing, and general and administrative functions.
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