AUDIENCE EXTENSION CREATE SCALABLE … EXTENSION CREATE SCALABLE AUDIENCES BY EXTENDING RESEARCH...
2
AUDIENCE EXTENSION CREATE SCALABLE AUDIENCES BY EXTENDING RESEARCH PANEL SEGMENTS Market research panels deliver in-depth knowledge on consumer behaviour and brand affiliation. They are a vital component in media planning, enabling the segmentation of individuals based on key drivers such as: • Perception of a brand (love Coca-Cola) • Purchase intent (latest iPhone) • Lifestyle choices (vegetarian) • Occupation (doctor/nurse) Typically comprising of only a few thousand individuals, derived segments lack scalability for marketing campaigns. However, Acxiom’s InfoBase ® provides the predictive power to generate robust lookalike models and the coverage to apply these to all marketable UK adults. Therefore, facilitating a brand’s desire to identify and communicate with their target audiences within platforms such as Facebook, Twitter and programmatic DSPs. FAST FACTS AUDIENCE EXTENSION VALUE: RELEVANT: Detailed research panels provide insight into consumer behaviour and preferences that enable marketers to define niche consumer audiences for targeting. PRECISION: InfoBase contains more actual data than any other national coverage file on the market, providing the ability to predict and identify niche audiences and turn insight into actionable marketing communications. REACH: Providing extensive reach to millions of consumer audiences that can be distributed using LiveRamp to premium publishers such as Facebook, Twitter, eBay and Yahoo, along with programmatic platforms such as MediaMath and Google’s DBM. SPEED: A panel segment can be modelled, extended and distributed in less than a week.
Transcript of AUDIENCE EXTENSION CREATE SCALABLE … EXTENSION CREATE SCALABLE AUDIENCES BY EXTENDING RESEARCH...
AUDIENCE EXTENSION
CREATE SCALABLEAUDIENCES BYEXTENDING RESEARCH PANEL SEGMENTSMarket research panels deliver in-depth knowledge on consumer behaviour and brand affiliation. They are a vital component in media planning, enabling the segmentation of individuals based on key drivers such as:
• Perception of a brand (love Coca-Cola)• Purchase intent (latest iPhone)• Lifestyle choices (vegetarian)• Occupation (doctor/nurse)
Typically comprising of only a few thousand individuals, derived segments lack scalability for marketing campaigns.
However, Acxiom’s InfoBase® provides the predictive power to generate robust lookalike models and the coverage to apply these to all marketable UK adults. Therefore, facilitating a brand’s desire to identify and communicate with their target audiences within platforms such as Facebook, Twitter and programmatic DSPs.
FAST FACTSAUDIENCE EXTENSION VALUE:
RELEVANT: Detailed research panels provide insight into consumer behaviour and preferences that enable marketers to define niche consumer audiences for targeting.
PRECISION: InfoBase contains more actual data than any other national coverage file on the market, providing the ability to predict and identify niche audiences and turn insight into actionable marketing communications.
REACH: Providing extensive reach to millions of consumer audiences that can be distributed using LiveRamp to premium publishers such as Facebook, Twitter, eBay and Yahoo, along with programmatic platforms such as MediaMath and Google’s DBM.
SPEED: A panel segment can be modelled, extended and distributed in less than a week.
AC-1612-17 11/17
HOW IT WORKS
TYPICAL EXTENSIONS
“I buy expensive pet food”
“I spoil my children”
“I am very health conscious”
“I tend to go on Holiday 3 or more
times a year”
“I listen to music on Spotify”
“I always vote for the
conservative party”
“I use Tresemme”
“I love Marmite”
CURRENT PARTNERS
STEP 1: Market Research Panel Segment sent to Acxiom. Using an anonymous 1-2-1 matching
process, Panel IDs are recognised as Acxiom IDs.
STEP 2: Acxiom’s proprietary modelling software performs a
lookalike process outputting an extended audience
for a marketing campaign.
STEP 3: Extended Audiences can be matched into LiveRamp via
Acxiom’s SafeHaven and subsequently distributed into
the digital ecosystem.
The above illustrates just a few examples. Our partners have thousands of potential variables that can be extended.
© 2017 Acxiom Corporation. All rights reserved. Acxiom and InfoBase are registered trademarks of Acxiom Corporation.
Major Offices: Austin • Boston • Chicago • Conway • Little Rock • London • Munich • New York • ParisPhiladelphia • Redwood City • San Francisco • Shanghai • Singapore • Sydney • Tokyo • Warsawacxiom.co.uk • [email protected] • 020 7526 5265
