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Interpreting Customer Signals Creates Better Experiences

Linda Harrison Last Updated June 18th, 2020
Interpreting Customer Signals Creates Better Experiences

I love strong signals.  I love knowing what’s going on, without second guessing intentions.  That’s why I love to use a bobber when I fish.  Yes, professional fishermen look down on bobbers, but I like that little indicator or sign that I’ve got a bite, how big a bite I have and when to set the hook.  

I love signals in relationships, too.  I met my husband via Match.com and our first date was magical.  I didn’t have to ask my friends if he was “into me” or “what did he mean by …” or any of the signal dissection that often happens in new relationships.  He followed up right away, stayed in contact, and that was that.  He’s even more direct than I am and gave all the right signals to know what he was thinking.  Our relationship is still that way today, and I’m eternally grateful.

You’ve all followed the driver who forgot to turn off his turn signal.  It’s maddening to get the sign he is turning when you know he’s not.  As a motorcycle rider, I look for additional signals to predict what drivers are going to do.  Did they swerve a little to the left?  That indicates they are likely going to change lanes to the right.  Is the hood of the oncoming car dropping slightly?  That’s a signal it’s slowing down.

People leave a signal or digital trail as well.  Your cell phone knows your location, the apps you’re using, and how frequently they are used.   Acxiom Signals data is based on this information at the household level to provide insight into the customer journey.  It’s based on more than 100,000 location-enabled applications, is multi-sourced, and privacy-compliant.  Acxiom Signals makes understanding customer sentiment, brand preferences, and interests clear and easy to understand.  Our signals are updated every week, giving you, for instance, the recency of a visit to a store or auto dealer.

Many advertisers are rightly concerned that their traditional models or personalization strategies may not be effective during the COVID-19 pandemic, because people’s behaviors and attitudes have changed so drastically.   Acxiom Signals data, however, is actual data, not modeled data, and gives advertisers up-to-date feedback on who is doing what.  Restaurant offerings include specific brands (Applebee’s, Chili’s, Dairy Queen, etc.) but also broader category options like steakhouse, fast food, or coffee shop.  Advertisers can connect using competitors’ names or category options, while offering those who’ve visited their stores a different offer.

Why use Acxiom Signals?  First, it’s because of the quality and privacy assurance Acxiom provides.  Acxiom thoroughly vets our sources and does the due diligence so you can confidently use our data — no worries required.  Second, the depth and breadth of additional data makes Acxiom Signals even more targeted.  For example, you may only want to target females 18-35 for a campaign aimed at “Beauty Mavens,” removing all the men or older adults in the household from the campaign.  Third, Acxiom Signals is available for programmatic or social campaigns, unlike most solutions that require advertisers to use only a specific DSP or anywhere but social.  And finally, it’s always fresh because it’s updated every week.  In our rapidly changing world, with locations opening and closing due to COVID-19, advertisers need up-to-date information.

In a nutshell, Acxiom Signals is a bobber for your campaign targeting.  It’s a new way to fish in today’s changing world.  

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