Acxiom Partners with 4INFO to Deliver Location-Based Segments for Digital Campaigns
November 28 2017 - 8:30AM
Business Wire
Data-as-a-Service Offering Creates New
Audiences for Retailers, Brands, Publishers and Platforms in Time
for Holiday Shopping Season
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
Partner Enablement Program. 4INFO’s highly predictive data has been
carefully combined with Acxiom’s world class consumer data and
omnichannel 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
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.
About 4INFO
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
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