Valassis and Acxiom will deliver the post-campaign analytics marketers now demand to activate consumers and drive improved results.
Consumers interact with multiple media channels along their path to purchase, challenging marketers to identify those influential touch points in order to develop successful plans. Today marketers are faced with building a plan using fragmented data from a variety of sources without the linkage that provides an integrated view of a consumer’s purchase behavior.
This newly advanced data intelligence from Valassis and Acxiom provides clients with a full view of their customer -- who they are, what channels they use and which ads they engage with by accurately linking online and offline data. This view helps predict consumer engagement for future campaigns.
Acxiom Marketing Analytics Environment is a fully managed service that integrates online and offline data from disparate sources using Acxiom’s industry leading tools for people-based recognition: AbiliTec® and LiveRamp Customer Link™. Based on actual consumer influences and engagement this data and analytics platform identifies high-performing media channels to drive campaign planning, execution and measurement.
This solution accelerates and amplifies Valassis’ post-campaign analytic offerings across client verticals including the growing areas of automotive, financial and insurance services. It provides a secure analytics environment for client and consumer data.
“Valassis has a unique ability to combine its broad geographic footprint with online and offline data from a variety of sources,” said Curtis Tingle, Valassis chief marketing officer. “Coupled with Acxiom’s single, privacy-safe view of the consumer, these richer insights and intelligence will optimize our clients’ print and digital campaigns.”
“What’s really exciting about our relationship with Valassis is that both of our companies are on a similar path to creating a world where all marketing is relevant,” commented Dennis Self, president and general manager of the Marketing Services Division at Acxiom. “The combined power of Acxiom and Valassis in data, technology and media assets makes for a formidable pairing that will bring tremendous value to Valassis’ advertising clients by expanding their capabilities and, ultimately, improving overall marketing efficiency.”