Acxiom continues to expand the cloud-native availability of Real ID, the industry-leading identity solution that helps the world’s biggest brands accurately identify and ethically engage with prospects and customers.
With their forthcoming summer release, our valued strategic partners at Snowflake have provisioned Acxiom’s Real ID within the Snowflake Data Clean Room, which they acquired with the December 2023 purchase of Samooha Inc. This summer release also includes Acxiom’s Transcoding Native Application in the Snowflake Data Clean Room.
The Snowflake Data Clean Room empowers marketers to combine and analyze divergent data sets – from multiple brands, retailers, media owners and agencies – in an intuitive interface with no need for program coding and without moving or exposing personally identifiable information (PII)”.
Why this matters: Consider this scenario. A major retailer with online and in-store transaction records paired its data in a clean room with a top consumer packaged goods (CPG) company that had a significant amount of data related to members of its loyalty program. The combined data set would help the retailer glean deeper insights to inform inventory demand and improve advertising performance. Both parties decided to match customer records via known email addresses and telephone numbers.
Challenge: the match rates were surprisingly low, leading both parties to question the fidelity of each other’s data. What was at the root of the problem? Both companies had failed to anticipate that the average person has multiple email addresses (2-4) and more than one phone number.
Acxiom supplies additional touchpoints for matching from its privacy-compliant data on 263 million U.S. adults. With many retailers, platforms and publishers moving to hashed emails and other identifiers as the primary way to match, these additional connections from Acxiom expand the potential reach of a customer list. In such scenarios, Acxiom routinely generates a 30% to 90% higher match rate.
Acxiom can then append additional known attributes about each person to create richer insights and improve personalization. Incorporating Acxiom’s Real ID increased the value realized for both parties from the data clean room investment.
What availability expanded?
This is the third deployment of Acxiom expertise in Snowflake. In November 2023, Acxiom announced the creation of the Acxiom Real ID native app available inside a client’s Snowflake account. This development resolves identities faster across multiple channels without copying and moving PII. Acxiom’s Real ID in Snowflake brings adaptability to the market to better personalize acquisition campaigns and retain customers.
Earlier, Acxiom and Snowflake collaborated with the creation of Acxiom’s Match Multiplier as a native Snowflake application. Match Multiplier, a component of Real ID, allows brands to increase the reach of their data and facilitate data sharing in the brand’s own Snowflake environment. As noted above, brands may have only one or two ways to reach a customer. These developments together are consistent with the emerging trend for faster, safer, and more accurate data collaboration, as brands want to use the best data and privacy-compliant identity solutions within interoperable technologies to reach prospects and customers in both paid channels and owned channels, and gauge performance across all.
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