Clean Room of Second-party Data
Scale and relationships matter. To build both efficiently, Acxiom’s second-party data exchange solution enables enhanced collaboration with restaurants via smart media, marketing and measurement activities that drive more sales and adoption via the food delivery service provider and app. This data share creates a win-win for all parties as scale increases revenues and profit margins.
Data Enhancement
The World’s Most Powerful Consumer Insights
Acxiom enables you to leverage comprehensive data for premium audiences and insights across the globe. Better understand, identify, and target ideal audiences by engaging and personalizing experiences across digital and offline channels.
Brand-owned Identity Graph
With cookies going away, mastery of first-party data and ownership of first-party IDs have become the new digital currency to future-proof your business and seamlessly create unique value exchanges with consumers and households.
Acxiom has a clear roadmap to transition Food Delivery Services through these changes by assembling all people related data into your privately owned Identity Graph.
Key benefits of a Brand-owned Identity Graph
Control. Simply put: You own it. You scale it and you have more leverage into publisher networks and/or second-party partnerships.
Future Proof. Eliminate reliance on 3rd Party cookies
Multi-Functional. Identity isn’t just about marketing. Your identity graph also ensures your operational use cases, like customer service or internal systems, are kept up to date with all engagements, transactions and touchpoints in real time.
Marketing Automation to fuel customer experiences
Acxiom offers many options for centralized housing and management of data assets including data lakes, analytics platforms, CRM, and customer data platforms (CDPs). For food delivery services, Acxiom’s CDP offers a particularly compelling inclusion of a comprehensive data spine to quickly scale first-party insights to 50-75% of a brand’s customers. Food delivery services can utilize a CDP’s machine learning tied to consumer app utilization insights to:
- Enable more relevant conversations and offers in the moments that matter
- Maximize insights and actions with comprehensive buying behaviors, needs, wants and preferences
- Gain flexibility to leverage the brand’s CDP, Acxiom’s native CDP, or a partner’s CDP
Measurement and Attribution
Third-party cookie deprecation has a potentially outsized impact on attribution models. Rising walled gardens could easily double or triple the costs for attribution. This is not practical for most brands.
To address these challenges, Acxiom enables flexible measurement and attribution solutions. We have pioneered new attribution methodologies that use real point-of-sale data; include return on advertising spend (ROAS) lift across all touchpoints and enable cost-effective capture of first-party digital media interaction data.
Acxiom can also flex solutions across open and walled gardens, as well as cloud platforms, to align the value of attribution capabilities with investment levels. We work with brands to identify, design and implement solutions that meet their near-term needs while easily adjusting to changing martech capabilities and privacy demands.
* National Restaurant Association – https://restaurant.org/articles/news/consumers-to-continue-using-takeout-and-delivery