Refine Social Audiences
Acxiom has high-fidelity user-level integrations with the most popular social media platforms that go beyond digital touchpoints, enabling brands to reach customers based not just on their online behaviors and interests but also their offline behaviors.
Acxiom has more than 5,000 third-party segments which can be customized for your campaign using Boolean logic. Manufacturer brands can either leverage the self-service Audience Cloud integration for fast, seamless custom audience creation and distribution to these social platforms or hit the easy button and let our DataGuru team create strategic, customized recommendations.
Mold Social Conversations
With a focus on data, analytics and identity, we help CPG, Durables and Fast-Moving Goods brands personalize conversations with known and unknown fans, allowing you to better understand and identify brand advocates and promote rebates, deals and facilitate social commerce. In today’s technology-driven and contactless world, this is not restricted to website and app sessions, social media brand pages and chatbots but also applies to in-store personalized interactions using QR codes on product packaging, etc.
Personalization for unknown visitors, powered by rGRAPH360, should not only be based on anonymous site behavior from past sessions but should consider an understanding of who these advocates are as a person, despite lacking PII (like their name or email). IP addresses and other signals can be leveraged to create rich, third-party data informed customer portraits including demographics, interests, lifestyle, Personicx® lifestage and other segments to fuel personalization.
Known customer interactions (from call centers or delivery partners for example) are collected in rGRAPH, unified across all devices, channels and platforms, and enriched with third-party data. They are subsequently deployed in a Customer Data Platform (CDP) along with the anonymous site behaviors for hyper-relevant interactions.
Measure Impact of Social
Acxiom is a trusted analytics partner providing a full suite of analytics, including social media measurement. Third-party cookie deprecation and walled gardens by social media and other players have a potentially outsized impact on measurement. To address these challenges, Acxiom has high-fidelity user-level integrations with the most popular social media platforms to enable flexible closed loop and attribution solutions.
We have pioneered a new closed loop measurement that captures return on advertising spend (ROAS) lift. We ingest your brand’s social media individual-level exposure logs or use our first-party tag (Acxiom rTAG – universal first-person cookie tag) to connect social media exposure with actual conversions, sourced from retailers and dealers (loyalty and enriched POS data leveraged via clean rooms) combined with your brand's DTC conversions.
We work with you to identify, design and implement solutions that meet your near-term needs and investment levels while easily adjusting to changing MadTech capabilities and privacy demands. Regardless of the setup, the aim is to address the following burning issues:
- Is my campaign overall meeting its performance goals?
- How many individuals am I truly reaching?
- What is the true incremental impact of my marketing, beyond likes, shares, etc.?
- What is my actual converted audience portrait IRL (in-real-life vs. their projected social media image)?