Accelerates speed to insight for inflight campaign optimization
CONWAY, Ark.— (January 18, 2018) — Acxiom® (Nasdaq: ACXM), the data foundation for the world’s best marketers, today announced significant enhancements to the Acxiom Measurement Solution, part of Acxiom Analytics’ strong portfolio of omnichannel analytics services. Designed to quantify the impact of marketing across the full customer lifecycle via closed-loop, incremental measurement, the solution now offers more robust reporting, increased speed to insights and greater opportunity for inflight campaign optimization. When marketers are better able to optimize their marketing, consumers benefit from more relevant interactions with brands.
Acxiom Analytics taps the latest methodologies and technologies to deliver a full suite of measurement services for the world’s leading brands. The Acxiom Measurement Solution now leverages Hadoop and other big data technologies to decrease data processing time and increase speed to campaign performance insights. Additionally, the solution now offers enhanced data visualization, reporting and a new subscription-based model designed to support consistent, accurate measurement over time. Acxiom Measurement Solution can be delivered across all marketing channels including digital, direct mail, email and TV – and includes the ability to measure incremental lift across both digital and offline sales channels, allowing advertisers to benefit from a neutral third-party provider for closed-loop, incremental measurement.
According to the IAB, measurement and attribution topped the list of industry challenges for 2017,* and this is expected to continue in 2018. However, data fragmentation makes obtaining a holistic understanding of the consumer very difficult. The Acxiom solution provides a comprehensive, accurate appraisal that brings together digital and offline customer interactions to substantiate marketing incremental impact.
“As the number of digital and offline consumer touchpoints continues to grow, the measurement maze has become increasingly difficult for marketers to navigate,” said David Cole, vice president of analytics at Acxiom. “Finding a partner that understands the nuances of omnichannel is crucial. Investing in test and control experiments and a unified data layer for bringing customer data together helps advertisers gain cross-platform insights and make data-driven marketing decisions.”
Acxiom Analytics’ solutions enable companies to accurately quantify the impact of campaign investments in driving audience reach, response, and revenue lift. Acxiom Measurement Solution offers robust analytics and appraisal capabilities using first-, second-, and third-party data in a privacy-compliant manner. With the Acxiom Analytics team engaged from the planning stage through report execution and recommendations phase, marketers can tap into a wealth of expertise for optimizing campaign efficiency and results.
In tandem with the new capabilities, Acxiom Analytics has launched a comprehensive eBook, “A Guide to Omnichannel Campaign Measurement: Best Practices for Navigating Digital and Offline Measurement Challenges,” highlighting marketing assessment best practices. The eBook serves as an additional resource to help resolve the challenges marketers face in assessing the true impact of integrated online and offline campaigns.
To download the free eBook, and learn more about best practices in omnichannel campaign measurement, click here.
* Source: IAB “According to IAB ‘Outlook for Data’ Study, Measurement & Attribution to Be Top Industry Focus in 2017,” Jan 2017
Acxiom provides the data foundation for the world’s best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI. A leader in identity and ethical data use for more than 48 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. Acxiom is a registered trademark of Acxiom Corporation. For more information, visit Acxiom.com.