Acxiom Enhances Measurement Solution for Assessing Marketing Impact Across Digital and Offline Channels
January 18 2018 - 8:30AM
Business Wire
Accelerates speed to insight for inflight
campaign optimization
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
About Acxiom
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.
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Havas Formula for AcxiomAlison Flood,
619-234-0345acxiom@havasformula.com
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