Case Study: AbbVie achieves privacy-focused marketing activation with LiveRamp

AbbVie Reimagines Marketing for Pharma with Safe, Privacy-Focused Data Collaboration

AbbVie, a healthcare company with 50,000+ employees, needed a safer, privacy-focused way to unify marketing data and better understand how its advertising was affecting customer behavior. Using LiveRamp’s data collaboration capabilities, including clean rooms, cross-media measurement and analytics, AbbVie aimed to connect impression, website, and conversion data while overcoming signal loss.

LiveRamp enabled AbbVie to ingest and tie impression, website, and customer conversion data to an identity graph in a privacy-focused manner, giving its analysts and data scientists a connected customer view in real time. As a result, AbbVie could measure what customers were seeing in market, understand how they responded, and tailor marketing activation more effectively. AbbVie described the change as transforming how it evaluates marketing, though the case study does not provide numeric lift metrics.

Abbvie

Jaime Date

Director II, Measurement and Data Science