comScore Adds Acxiom PersonicX(R) Segments to comScore Segment Metrix Service
June 10 2008 - 11:00AM
PR Newswire (US)
PersonicX Segments Help Align Online and Offline Media Planning
RESTON, Va., June 10 /PRNewswire-FirstCall/ -- comScore, Inc.
(NASDAQ:SCOR), a leader in measuring the digital world, today
announced the addition of Acxiom's PersonicX segments to the
comScore Segment Metrix service for the U.S. market. This powerful
new offering is targeted at advertising agencies and marketers
seeking higher performing online media plans. Using comScore
Segment Metrix, media planners can reach specific lifestage
segments with an optimized buy across thousands of offline and
online publishers. (Logo:
http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO) "This
helps us really optimize our online media spend because, with this
new capability, we know which sites have the highest traffic from
our clients' core PersonicX lifestage targets," said Ted Washburne,
Director of Business Intelligence, OMD. "Plus, now we can
synchronize two media channels at once because we can buy
impressions of those PersonicX clusters online and direct mail
lists of those same clusters through Acxiom. Feeding these data
into our analytics for our clients opens up whole new areas for us,
such as evaluating the offline sales lifts of multimedia campaigns
at a cluster level." PersonicX Segments Enable Advertisers to
Optimize Media Spend PersonicX is a household-level segmentation
system developed by Acxiom and used by marketers that groups
consumers into 70 different lifestage-based segments based on
several demographic variables. For example, the "Trucks &
Trailers" segment in the table below represents people between the
ages of 30-45, either married or single with no children, who
either own or rent, have annual household incomes of less than
$100,000, and live in rural areas. Predictive of U.S. consumer
behaviors, media preferences, shopping patterns, and financial
needs, marketers rely on Acxiom's PersonicX to target more specific
segments in an offline environment than is possible using simple
age breaks. comScore Segment Metrix - PersonicX now enables
marketers to reach these targeted segments via online as well as
offline media, helping marketers better hone their messaging
strategy, value proposition, and media placement. "This powerful
offering is a must-have tool for any media buyer looking to achieve
a better return on marketing investment," said Tim Suther, Acxiom
senior vice president for digital marketing services. "The
unparalleled insight into the interests of various lifestage
interests created as a result of this partnership will allow
marketers to generate enhanced planning strategies driven by
improved segmentation and better execution by using targeting
approaches that accurately align their online and offline marketing
efforts." Consider, as an example, visitors to the Web sites for
home improvement retailers Lowe's and Home Depot. Although these
direct competitors have very similar product offerings, the
lifestyle makeup of their online customer bases are markedly
different. The following analysis shows the top five PersonicX
lifestyle segments based on their relative consumption of pages at
each of the sites: Top 5 PersonicX Lifestage Segments for Lowes.com
and HomeDepot.com Visitors Ranked by Page View Index* April 2008
Total U.S. - Home/Work/University Locations Source: comScore
Segment Metrix - PersonicX Lowes.com PV Index HomeDepot.com PV
Index Trucks & Trailers 320 Apple Pie Families 352 Country Ways
229 Collegiate Crowd 244 Humble Homes 217 Solo and Stable 182 The
Great Outdoors 212 Country Ways 160 Young Workboots 209 Country
Single 149 *Page View Index = average page views by segment/average
page views for total Internet x 100; Index of 100 represents parity
Of the top five segments for each site, there is only one segment
of overlap -- Country Ways. If Lowe's or Home Depot identified this
as a key consumer target segment, comScore Segment Metrix -
PersonicX would allow them to determine where to market to these
consumers online. The following profile demonstrates which
ad-supported sites have the highest concentrations of visitors from
the Country Ways segment: Top 10 Ad Focus* Sites with Highest
Concentration of PersonicX 'Country Ways' Visitors April 2008 Total
U.S. - Home/Work/University Locations Source: comScore Segment
Metrix - PersonicX PersonicX 'Country Ways' Index to Total Visitors
as a Percentage of Internet Total Site Visitors Population Total
Internet: 'Country Ways' Segment 0.7 100 Marapets.com 9.9 1414
MetaCrawler 5.5 786 DriverGuide.com 5.4 771 Lycos.com Home Page 4.5
643 Self.com 4.2 600 Biography.com 3.1 443 MyHomeIdeas Network 3.0
429 Men.Style .com 2.9 414 Elise.com 2.5 357 CarsDirect.com 2.4 343
*Ad Focus sites are content sites that support online advertising
These sites represent an opportunity to reach the Country Ways
segment, as a means of reinforcing an offline marketing message or
campaign through the use of online advertising or other online
marketing tactics. "Recent comScore research has shown that 84
percent of the impact of online marketing effort is latent and
occurs offline," said Linda Boland Abraham, comScore executive vice
president. "This reality made it clear that marketers needed better
tools to synergize their online and offline media planning efforts,
and comScore Segment Metrix - PersonicX helps fulfill that need."
To request more information on comScore Segment Metrix, please
visit http://www.comscore.com/contact About comScore comScore, Inc.
(NASDAQ:SCOR) is a global leader in measuring the digital world.
For more information, please visit
http://www.comscore.com/boilerplate. About Acxiom Corporation At
Acxiom, we make information intelligent for many of the world's
leading and most dynamic companies, enabling them to acquire new
customers, retain their most valuable customers, communicate with
customers in the methods and times they prefer, and make profitable
marketing and business decisions. Acxiom's unmatched customer
insight is achieved by blending the world's largest repository of
consumer data, award-winning technology and analytics,
multi-channel expertise, privacy leadership, and superior knowledge
of a wide spectrum of industries. Founded in 1969, Acxiom
(NASDAQ:ACXM) is headquartered in Little Rock, Arkansas, with
locations throughout the United States and Europe, and in Australia
and China. For more information about Acxiom, visit
http://www.acxiom.com/.
http://www.newscom.com/cgi-bin/prnh/20080115/COMSCORELOGO
http://photoarchive.ap.org/ DATASOURCE: comScore, Inc. CONTACT:
Andrew Lipsman of comScore, Inc., +1-312-775-6510, ; or Andrea
Morrissey of Acxiom Corporation, +1-501-252-0760, Web site:
http://www.comscore.com/ http://www.acxiom.com/
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