According to eMarketers’ 2021 Digital Trends Report, “Increasing restrictions on data collection and the death of the third-party cookie will mean that winning brands will place a greater focus on first-party data and owned channels.”  To compete in today’s market and future proof hinges on a Brand’s ability to:

  • more directly interact with consumers
  • capture insights from those interactions as 1st Party Data and
  • activate those insights in a transformed ecosystem, at scale, that preserves the value exchange with the consumer to maintain and grow revenues
  • First-Party Data Creation at Scale

    First-Party Data Creation at Scale

    To protect operations, most Restaurant point of sale (POS) systems were originally optimized to enable rapid order capture and payment.  While payment efficiency is incredibly important, evolving payment network capabilities also enable collection of consumer 1st Party data thereby enabling merchants to capture the insights fueling consumer engagement throughout their life cycle.  Acxiom solutions provide Restaurants with the ability to:

    • Transform payment processing into rich 1st Party Data
    • Collect comprehensive insights across consumer touchpoints
    • Maximize ingestion of paid and owned media consumer behaviors

    Simply put, we enable brands to know more and to convert that knowledge into high value interactions at scale.

  • Brand-owned Identity Graph

    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 restaurants 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

    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. For Restaurants, 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.

    • Allows more relevant conversations in the moments that matter via machine learning and automation
    • Maximizes insights with comprehensive buying behaviors, needs, wants and preferences
    • Flexibility to leverage the Brand’s CDP, Acxiom’s native CDP, or a partner’s CDP


    3rd Party cookie deprecation has a potentially outsized impact on attribution models.  Rising walled gardens could easily double or triple attribution expenditures which 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; enables 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 you to identify, design and implement solutions that meet your near-term needs while easily adjusting to changing MadTech capabilities and privacy demands.