Harvard Case - LiveRamp (A)
"LiveRamp (A)" Harvard business case study is written by Robert Siegel, Matthew Saucedo. It deals with the challenges in the field of Information Technology. The case study is 10 page(s) long and it was first published on : Jan 15, 2017
At Fern Fort University, we recommend LiveRamp focus on expanding its data connectivity platform to become the leading "data operating system" for the digital advertising ecosystem. This strategy involves leveraging its existing strengths in data onboarding and identity resolution while aggressively pursuing new partnerships and acquisitions to broaden its reach and capabilities. This will position LiveRamp as a critical player in the evolving landscape of data privacy regulations and address the growing demand for secure and compliant data sharing solutions.
2. Background
LiveRamp is a data connectivity platform that helps businesses connect their data across different systems and platforms. The company's core offering is its ability to resolve identities across multiple devices and channels, enabling marketers to reach their target audiences more effectively. LiveRamp faces a complex environment with increasing regulatory scrutiny around data privacy, evolving consumer expectations, and a fragmented digital advertising landscape.
The case study focuses on LiveRamp's strategic decision-making in 2018, as the company navigates these challenges and seeks to capitalize on the growing demand for data-driven marketing solutions. The main protagonists are Scott Howe, LiveRamp's CEO, and his team, who must decide on the company's future direction and growth strategy.
3. Analysis of the Case Study
To analyze LiveRamp's situation, we can use the Porter's Five Forces framework to understand the competitive landscape and identify key opportunities and threats:
- Threat of New Entrants: High - The digital advertising space is attractive to new entrants due to its large size and potential for growth. However, barriers to entry exist, such as the need for significant capital investment and expertise in data management and identity resolution.
- Bargaining Power of Buyers: Moderate - Advertisers have some bargaining power due to the availability of multiple data connectivity platforms. However, LiveRamp's strong brand reputation and comprehensive platform offer a compelling value proposition.
- Bargaining Power of Suppliers: Low - LiveRamp relies on data providers, but the market is competitive, and LiveRamp has leverage due to its large customer base and platform reach.
- Threat of Substitute Products: High - Alternative data connectivity platforms and emerging technologies, such as blockchain and decentralized identifiers, pose a threat to LiveRamp's market position.
- Competitive Rivalry: High - The digital advertising space is highly competitive, with established players like Oracle and Salesforce, as well as emerging startups vying for market share.
LiveRamp's competitive advantage lies in its:
- Data Onboarding & Identity Resolution Expertise: LiveRamp has a strong track record in data onboarding and identity resolution, providing a robust and reliable solution for marketers.
- Comprehensive Platform & Network Effects: LiveRamp's platform connects a vast network of data providers and advertisers, creating valuable network effects and attracting new users.
- Focus on Data Privacy & Compliance: LiveRamp prioritizes data privacy and compliance with regulations like GDPR and CCPA, building trust with customers and stakeholders.
However, LiveRamp faces challenges such as:
- Rapidly Evolving Technology Landscape: The digital advertising ecosystem is constantly evolving, requiring LiveRamp to adapt quickly and invest in new technologies.
- Increasing Regulatory Scrutiny: Data privacy regulations are becoming more stringent, posing challenges to LiveRamp's business model and requiring continuous adaptation.
- Competition from Larger Players: Established tech giants like Google and Facebook are increasingly investing in data connectivity solutions, posing a significant threat to LiveRamp's market share.
4. Recommendations
To address these challenges and capitalize on opportunities, LiveRamp should pursue the following strategic initiatives:
1. Expand Data Connectivity Platform:
- Expand Partnerships: LiveRamp should actively seek partnerships with data providers, adtech companies, and other platforms to expand its data network and reach. This will strengthen its ecosystem and provide access to new data sources and audiences.
- Develop New Capabilities: LiveRamp should invest in developing new capabilities, such as data enrichment, data governance, and data analytics, to enhance its platform's value proposition and offer more comprehensive solutions to its customers.
- Embrace Emerging Technologies: LiveRamp should explore and integrate emerging technologies like blockchain, decentralized identifiers, and federated learning to enhance data privacy and security while expanding its capabilities.
2. Become the 'Data Operating System' for Digital Advertising:
- Focus on Data Privacy & Compliance: LiveRamp should continue to prioritize data privacy and compliance, building trust with customers and stakeholders. This can be achieved by investing in robust security measures, implementing transparent data governance practices, and actively engaging with regulators.
- Develop a Data Marketplace: LiveRamp can create a data marketplace where data providers and advertisers can securely and transparently exchange data, fostering a more efficient and transparent digital advertising ecosystem.
- Offer Data Management & Analytics Services: LiveRamp can expand its offerings to include data management and analytics services, helping customers gain deeper insights from their data and optimize their marketing campaigns.
3. Strategic Acquisitions and Partnerships:
- Acquire Complementary Technologies: LiveRamp should consider acquiring companies with complementary technologies, such as data governance, data security, or data analytics platforms, to enhance its platform's capabilities and expand its reach.
- Partner with Key Players: LiveRamp should forge strategic partnerships with key players in the digital advertising ecosystem, such as ad exchanges, demand-side platforms (DSPs), and data management platforms (DMPs), to integrate its platform and gain access to their vast networks.
5. Basis of Recommendations
These recommendations align with LiveRamp's core competencies in data connectivity, identity resolution, and data privacy. They also address the needs of external customers (advertisers) and internal clients (data providers) by offering a more comprehensive and secure data sharing solution. By expanding its platform and capabilities, LiveRamp can differentiate itself from competitors and achieve a more dominant position in the digital advertising ecosystem.
The recommendations consider the following factors:
- Competitors: LiveRamp needs to stay ahead of competitors like Oracle, Salesforce, and Google by continuously innovating and expanding its platform.
- Attractiveness: The recommendations aim to increase LiveRamp's market share and profitability by expanding its customer base and offering a more valuable solution.
- Assumptions: The recommendations assume that the demand for data-driven marketing solutions will continue to grow and that regulations around data privacy will become more stringent.
6. Conclusion
LiveRamp has the potential to become a leading player in the evolving digital advertising landscape by focusing on data connectivity, data privacy, and building a comprehensive data operating system. By expanding its platform, forging strategic partnerships, and embracing emerging technologies, LiveRamp can capitalize on the growing demand for secure and compliant data sharing solutions and achieve sustainable growth.
7. Discussion
Other alternatives not selected include:
- Focus on Niche Markets: LiveRamp could focus on specific niche markets, such as healthcare or financial services, where data privacy and security are paramount.
- Develop a Standalone Data Privacy Platform: LiveRamp could develop a standalone data privacy platform that offers data governance, data security, and data compliance solutions.
Risks associated with the recommendations include:
- Rapidly Evolving Technology: The digital advertising ecosystem is constantly evolving, requiring LiveRamp to adapt quickly and invest in new technologies.
- Increased Competition: Larger tech giants are increasingly investing in data connectivity solutions, posing a significant threat to LiveRamp's market share.
- Regulatory Uncertainty: Data privacy regulations are constantly evolving, creating uncertainty and potential challenges for LiveRamp's business model.
Key assumptions underlying the recommendations include:
- Continued Growth in Digital Advertising: The recommendations assume that the demand for data-driven marketing solutions will continue to grow.
- Importance of Data Privacy: The recommendations assume that data privacy will remain a critical concern for consumers and businesses.
- Technological Advancements: The recommendations assume that emerging technologies like blockchain and decentralized identifiers will continue to develop and offer new opportunities for data sharing.
8. Next Steps
LiveRamp should implement the following steps to achieve its strategic goals:
- Develop a Detailed Implementation Plan: Define specific initiatives, timelines, and resource allocation for each recommendation.
- Build a Strong Partnerships Team: Invest in building a team dedicated to forging strategic partnerships with key players in the digital advertising ecosystem.
- Invest in Research and Development: Allocate resources to research and develop new technologies and capabilities to enhance the platform's value proposition.
- Monitor and Evaluate Performance: Track key performance indicators (KPIs) to measure the effectiveness of the recommendations and make adjustments as needed.
By taking these steps, LiveRamp can position itself as a leader in the digital advertising ecosystem and achieve sustainable growth in the long term.
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Case Description
The LiveRamp case follows the story of Anneka Gupta, Chief Product Officer of LiveRamp, from her early days with the company as a spinoff from Rapleaf, to the present day, where she manages a large product management team responsible for developing cutting edge data onboarding products.
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