F.Y.I.

Acxiom releases new data products for Australian marketers

Data miner Acxiom has announced a new range of information sets and digital marketing tools for its clients

Acxiom Announces Push to Bring People-Based Marketing to Australia

Omnichannel data will revolutionize marketing and improve the consumer experience

Acxiom® (Nasdaq: ACXM), the data foundation for the world’s best marketers, has today announced the availability of people-based data sets and new omnichannel marketing capabilities across the Australian digital marketplace. The launch marks the next step in Acxiom’s global expansion and builds on its leadership position in identity resolution, data stewardship and integrations to the digital ecosystem.

The initial roll-out includes the ability to create “buyer-centric” consumer personas, by matching offline transactional data to digital media consumption.  Hundreds of other custom audiences are available to marketers either via Acxiom’s Connect App, or can be purchased directly through Acxiom’s media partner network. These audiences can then be targeted in key digital platforms, including Google, Facebook, Nine, eBay, Y!7 and Twitter. When brands better understand consumers’ needs and preferences and can engage consistently and meaningfully across channels, consumers have a much better customer experience with the brands they love.

“People-based marketing starts with people-based data,” said Dean Capobianco, managing director of Acxiom APAC Emerging Markets, “and we’re excited to be bringing this data to marketers in the APAC region, in addition to helping them activate it across many of Australia’s leading publishers, ad-tech and mar-tech platforms. We’ll continue to invest heavily in improving the accuracy and scale of those activation capabilities moving forward.”

“There has been a strong demand for people-based data within the Australian market for some time,” added Esther Carlsen, Acxiom Australia’s managing director. “Coming from a programmatic business, where cookie and device-based data has been the main currency, it’s great to be leading a company that bridges the divide between the offline and digital world. As the focus on accountability in digital and programmatic media buying intensifies, we can offer marketers and digital businesses the ability to move to people-based marketing, ultimately driving efficiencies and real results.”

Over the past 18 months, Acxiom has enabled advertisers and agencies to purchase people-based audience data, combine them with first-party data, and connect this rich context to interactions with consumers on digital devices.

Cadreon chief executive, Darren Stein, says, “Mediabrands continues to invest heavily in the data and technology space. This new development is important because it enables us to significantly scale our people-based marketing efforts for clients, and to do so with all the advantages of programmatic media buying. Our world class data and analytics team provide clients with a secure place to onboard their CRM data, enrich it with our proprietary data and generate otherwise unknown customer insights. The launch of Acxiom’s people based marketing service now means we can activate these rich people-based segments at scale for clients, generating greater return on their digital marketing investments.”

Mitch Waters, General Manager of The Trade Desk for Australia and New Zealand, added, “We are excited to be able to offer our advertising partners the ability to leverage their offline data within their programmatic strategies. Whether they are using it to digitise offline data, create targeting segments or looking to prospect new users by excluding their current customers, the Acxiom Connect integration allows additional choice that’s readily available on TTD platform.”

From a company media release

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