Acxiom Partners with 4INFO to Deliver Location-Based Segments for Digital Campaigns
CONWAY, Ark., Nov. 28, 2017—Acxiom® (Nasdaq: ACXM), the data foundation for the world's best marketers, today announced the launch of a new partnership with 4INFO to deliver location-based audience segments, modeled by Acxiom. The data-as-a-service solution combines 4INFO’s Predictive Visitors™ audience segments with Acxiom data to create compelling, location-informed targeting segments for digital campaigns. Through the partnership, marketers can improve their ability to provide consumers with relevant offers and engaging consumer experiences.
The partnership is the latest example of Acxiom’s strategy to bring all the world’s data to marketers’ fingertips through its Parter Enablement Program. 4INFO’s highly predictive data, has been carefully combined with Acxiom’s world class consumer data and ubiquitous identity graph, enabling instantaneous connection to over 500 partners in the digital ecosystem.
“In this busiest of advertising seasons, these new, actionable target segments allow retailers and other marketers to create location-based audiences and deliver highly relevant messaging to consumers,” stated Rick Erwin, president of Acxiom Audience Solutions. “According to the Mobile Marketing Association*, 78 percent of marketers have increased their spending on location-based mobile advertising based on foot traffic data. This new offering, enables marketers to leverage this trend, by making it safe and easy to reach specific audiences across any connected device.”
4INFO starts with historical location data from billions of data points seen on more than 300 million unique devices, then applies a deep learning process that finds location, device and app usage patterns to predict future visitation. With the addition of Acxiom’s privacy-compliant data, marketers can be confident in the accuracy of their campaigns.
“By using 4INFO’s predictive visitation information combined with demographic, purchase or propensity data from Acxiom, brands are equipped to deliver more relevant ads that will provide tangible benefits to consumers,” noted Tim Jenkins, CEO of 4INFO. “The combination of our Privacy by Design methodology and Acxiom’s industry-leading ethical data use practices ensures personally identifiable consumer information will be protected and removed in the process to create these audiences.”
Acxiom’s best-in-class ethical data use methodology is designed to ensure adherence to data protection rules and consumer expectations, across platforms and digital devices.
4INFO’s unique Predictive Visitors audience segmentation functionality predicts likelihood to visit based on a combination of factors that produce far larger audiences than solutions that depend on having previously seen the device in a particular location—a restriction that often creates very small audiences due to limitations in seeing people via ad requests. As a result, marketers using the new combined offering from Acxiom and 4INFO can run larger campaigns that deliver greater sales impact.
These new Acxiom audiences, powered by 4INFO, will be available for marketers to purchase in Q4 2017 via Acxiom’s data-as-a-service. For more information, contact Acxiom.
* Source: Mobile Marketing Association (MMA), “Location Data Study: Key Findings,” Oct 17, 2016
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.
4INFO is a leading identity and engagement solutions company. Born in mobile, 4INFO’s platform features the patented Bullseye ID®— a persistent match key that maps all connected devices in a household to valuable consumer data for marketing insights, targeting and measurement. With unprecedented accuracy, reach and scale, 4INFO’s platform has been proven effective by more than 450 independent measurement studies. Hundreds of brands have relied on 4INFO, including eight of the top 10 CPG companies, six of the 10 largest retailers, seven of the top 10 financial services companies, the five largest auto manufacturers and six of the top 10 pharmaceutical companies. 4INFO is headquartered in San Mateo, Calif., with offices in New York, Chicago and Detroit. For more, visit 4INFO.com
Alison Flood, Havas Formula for Acxiom