Think about it: many of the ways marketers have traditionally leveraged digital data in DSPs and DMPs for advertising campaigns in the past are either gone or are going away. Third-party cookies are deprecating, Apple IDFAs are limited, and traceable IP addresses have an expiration date. Now, more than ever, it’s important for marketers to have a holistic, people-based approach to digital marketing. 

When most marketers think of a people-based strategy, often the first idea that comes to mind is known demographic data about people. Known demographics are great tools for top-of-the-funnel campaigns with goals centered around reach rather than precision. But as advertisers focus on lower-funnel activities like acquisition, demographic data might not make the greatest impact. Understanding specific in-market signals from prospective customers is key. Digital in-market identifiers like site visits and app usage are either not available anymore or are limited in scale. What will help marketers bridge the gap? 

The answer: Transactional data. Transactional data enables marketers to reach their own prospective customers, and it also bridges unknown gaps brands might not have understood about their customers. Transactional data invites marketers to understand their customers’ and prospects’ share of wallet to gain valuable insights into where they are shopping and what they are shopping for. 

Questions that transactional data helps answer include:

“What do my best prospects look like?”
“At which competitive stores do my customers shop?”
“Which purchases are my prospects making that might predict their next behavior?”

Once marketers understand their prospects’ and customers’ transactional preferences and behaviors, campaigns can be tailored to those preferences. Delivering the correct offer, creative, and ad language to the right person is a critical component of conversion. Transactional data is foundational in a data activation strategy, especially in today’s digital environment. As digital advertising continues to evolve, transactional data will be at the forefront of audience strategy, from planning to activation. Insights into what and where people are buying, down to category-level detail, will continue to emerge as technology evolves. Possibilities for creative strategy and implementation with transactional data will be endless. 

Partner Marketplace is Acxiom’s newest data offering, consolidating five industry-leading data partners into one comprehensive package. Partner Marketplace is completely user-based, enabling customized combinations with Acxiom’s proprietary data products like InfoBase. Understanding customers’ share-of-wallet has never been easier to achieve.  With Partner Marketplace, advertisers can harness valuable offline-based insights from InfoBase and learn more about their customers than ever before with Partner Marketplace’s high-value transactional datasets. Partner Marketplace is available for digital activation, direct mail, email, and CRM enhancement. Basically, the possibilities are endless. Whether the use case is for strategic planning, analytical insights, or audience reach, Acxiom is there every step of the way.

Partner Marketplace combines industry-leading data from Equifax, Polk, NCS, Commerce Signals and Crossix to give powerful use-cases to marketers across all industries. From understanding major purchases to everyday habits, Acxiom Partner Marketplace has valuable transactional data for all industries to help reach all campaign goals. 

Do you want to learn more about Partner Marketplace and what it can do for you? If so, reach out to [email protected].