Case Study: Eli Lilly achieves a connected customer view with LiveRamp

Eli Lilly Harnesses First-Party Data to Transform Its Customer Experience

Eli Lilly & Co., a global pharmaceutical company, sought to transform its customer experience by unifying its complex and siloed first-party data to build a complete customer view. The company faced the challenge of understanding customer journeys across dozens of touchpoints while strictly adhering to privacy permissions and preparing for a future without third-party cookies. To address this, Lilly partnered with vendor LiveRamp for its onboarding, activation, and RampID solutions.

By implementing LiveRamp's platform, Lilly built an enterprise data backbone that resolved customer data into privacy-centric RampIDs. This solution eliminated dependencies on obsolete identifiers, unified customer consent, and made governance easier. The results provided Lilly with seamless direct-to-platform activation across hundreds of marketing destinations, giving them the confidence to face cookie deprecation and maximize their marketing impact at a global scale.

Eli Lilly & Co.

Steve Rommeney

Associate Global VP of Engineering, Platforms, and Capabilities