Acxiom Enhances Measurement Solution for Assessing Marketing Impact Across Digital and Offline Channels
January 18, 2018 at 07:00 pm IST
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Acxiom 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 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. 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.
LiveRamp Holdings, Inc. is a global technology company. The Companyâs enterprise platform enables data collaboration, where companies can share first-party consumer data with business partners securely and in a privacy-conscious manner. It offers flexibility to collaborate wherever data lives to support a range of data collaboration use cases within organizations, between brands, and across its global network of partners. The LiveRamp data collaboration platform enables an organization to unify customer and prospect data (first, second, or third-party) to build a single view of the customer in a way that protects consumer privacy. First-party data is data collected firsthand through a companyâs controlled channels. Second-party data is data that a company shares directly with a business partner. Third-party data is data collected and sold by a company through an online data marketplace to companies with which it does not have a direct relationship. It serves a global customer base.