For Audience Creation And Analytics Acxiom

Summary

ACXIOM DATA CATALOGUE
FOR AUDIENCE CREATION
AND ANALYTICS
TABLE OF CONTENTS
Consumer Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
Armed with the most accurate, comprehensive, data available anywhere, advertisers can better understand
Leading in the Ethical Use of Data and Security . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1
Acxiom is a pioneer and leader in protecting consumer privacy

InfoBase® . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .2
Acxiom’s InfoBase gives you the customer and prospect information you need to make smarter, faster
decades can also be used online, while protecting consumer privacy and anonymity

Personicx® . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4
Personalised and coordinated people-based contact strategies are truly possible with Personicx
Affordability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
The ability to differentiate on levels of economic commitment and disposable income, Affordability
Audience Propensities . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
through research

Geo Level Solutions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10
The ability to leverage the value of our core assets in the form of Neighbourhood InfoBase and
Personicx for geographical analysis such as location planning and market-level research

Variable Listing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
A catalogue of Acxiom’s InfoBase, Personicx and Affordability Solutions

Delivery Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .19
Acxiom makes data available when and how you need it

To learn more about how Acxiom can work with you,
visit acxiom.co.uk or call us at 0207 526 5265

CONSUMER INSIGHTS
CONSUMER INSIGHTS
Acxiom focuses on creating the best possible insights across the most sources of data, effectively harnessing big data on
real consumers for recognition, targeting and measurement. Our secret sauce is how well we can ingest, clean, match and
enhance diverse data sets at scale in a privacy-compliant way

Many companies create composite views and project behaviours across millions of cookies. But Acxiom compiles insights on
consumers, not just cookies

Acxiom’s consumer data and insights recognise virtually all marketable consumers in the UK and match them to a plethora
of descriptive and predictive attributes in a way that’s privacy-compliant. Armed with the most accurate, comprehensive, data
available anywhere, advertisers can better understand their best customers and find more like them, whether it’s online, by
mail, email or phone

Add data from Acxiom to first party data

Subtract data from campaigns for various and appropriate
reasons, such as deceased, do-not-mail, do-not-call, etc

Segment customer portfolios into smaller groups with shared
characteristics to align offers with common interests

Use list data to target consumers who “look like” existing
customers

• Gain greater understanding of customers
• Create predictive analytic models
• Align offers with common interests
• Acquire new customers
LEADING IN THE ETHICAL USE OF DATA AND SECURITY
Acxiom is a pioneer and leader in protecting consumer privacy through compliance, ethical relationships, awareness, education,
accuracy and security as well as consumer notice, access and choice. Acxiom appointed the industry’s first Chief Privacy
Officer and continues to lead data protection and privacy through industry associations and at all levels of government

The world of data is growing and changing fast and understanding how to use consumer data is critical to business
performance and growth. Particularly in Europe, the General Data Protection Regulation (GDPR) which comes into force 25th
May 2018 followed by the e-Privacy Regulation focused on protecting consumers from illegal, unethical and irresponsible use
of their personal data. These new regulations will force organisations to review and change how they collect, store and utilise
customer data putting more emphasis on ethical practice and consumer rights. Acxiom’s privacy professionals understand this
new regulatory world and provide the best privacy and data governance for the connected marketing eco-system

Acxiom uses a range of proven assessment frameworks to understand an organisation’s Data Management Maturity,
Governance Capability and Privacy Posture relating to customer data. These frameworks are used to deliver a range of
workshops, faciltated self-assessments and deep dive evaluations of an organisation’s data managememt capability and
compliance at either a function/solution or enterprise-wide level

Acxiom has the right expertise, product investment and technology focus to connect audiences across different data sets,
channels, devices and applications. We do this better than anyone else in the world

1
INFOBASE—Comprehensive UK Consumer Information to
Enable Faster, Smarter Marketing Decisions
Acxiom’s InfoBase gives marketers the customer and prospect information to make smarter, faster marketing decisions. With
the most accurate, comprehensive, up-to-the-minute data available anywhere, marketers can fully understand their best
customers—and find more like them, whether it’s via targeted digital display ads, addressable TV, social media, mail, email
or phone. The same great data that has powered “offline” targeted marketing efforts for decades can also be used online,
while protecting consumer privacy and anonymity

Acxiom has always recognised the strategic importance of data. We also understand that as consumers and businesses
move away from traditional direct mail and mass advertising in favour of a strategy that integrates traditional channels
and online approaches, successful direct marketing requires new types of data—including relationships, social and online
behaviour—and an even greater accuracy and granularity than ever before

2
INFOBASE
InfoBase offers unprecedented detail, accuracy and coverage, combined with more tools and features that help our clients
get the most out of their data. InfoBase increases the accuracy and predictive power of marketing efforts, improves response
rates and reduces marketing costs. Acxiom’s InfoBase can help enhance and analyse your customer data to identify more
selling and retention opportunities

InfoBase Enhancement—the leading consumer data-append product, InfoBase Enhancement supplies consumer
descriptive data for use in analytic, segmentation and targeting applications. Hundreds of demographic, homeowner, buying
behaviour, financial, motoring and interest variables enable you to segment, analyse and model consumer data, resulting in
accurate targeting and more predictive modelling. With multiple data sources and sophisticated build logic, available across
more than 90% of UK households, our enhancement capability is the most complete, comprehensive and accurate source of
consumer data available

InfoBase Acquisition—a comprehensive, multi-sourced line of acquisition solutions designed to help you effectively and
efficiently target new prospects with hundreds of demographic, homeowner, buying behaviour, financial, vehicle and interest
selectors. Containing 37m individuals, InfoBase acquisition marketing universe offers the freshest data and reliability, with
frequent rebuilds and suppression updates using AbiliTec® links and Acxiom cleansing processes to eliminate duplicates and
increase your return on investment

InfoBase Email—A comprehensive database of 3rd party marketing permissioned emails for use in campaigns. Email
provides a cost-effective and high speed channel to reach your targets be they Customers or Prospects. The Acxiom Email
products benefit from a product build and validation process and offers channel extension of the main InfoBase insight
lifestyle and demographic data. The database is multi-sourced from trusted Acxiom partners; all of whom have been through
Acxiom Privacy Due Diligence processes in order to ensure the data is collected to Acxiom and Industry standards. Volumes
will vary based on use case and validation processes but are currently in the region of 40 million for Append and Reverse
Append and 16 million for acquisition campaigns

InfoBase Mobile and Phone—A scalable database of Mobile and Home Landline telephone number data for use
in campaigns. The telephone channels are connected and extended against the main InfoBase insight lifestyle and
demographic data to enable additional contact channels in order to reach your target audiences, numbers are also available
for campaigns by extending the channel to your existing customer data. The database is multi-sourced from trusted Acxiom
partners, all of whom have been through Acxiom Privacy Due Diligence processes in order to ensure data is collected to
Acxiom and Industry standards. Volumes will vary based on use case and validation processes but are currently in the
region of 14 million Mobiles and 3.5 million Landlines

InfoBase Suppression—facilitates compliance with privacy. Suppression is a service which enables businesses to
eliminate prospects from targeting if they have opted to not receive marketing or are not currently active consumers at
that address such as deceased and gone-aways. InfoBase suppression works within DMA and industry guidelines, to help
clients improve the profitability of direct mail campaigns by reducing the number of irrelevant marketing communications and
reducing consumer complaints

3
PERSONICX—Audience Definition Made Easy
Personicx is Acxiom’s highly effective approach to out-marketing your competition. It is a consumer segmentation
and visualisation system that allows marketers to organise audiences based on their demographics, lifestyles and
buying behaviours

Built using a combination of detailed consumer surveys and the most accurate individual level data available from InfoBase,
our latest Personicx solution is available at Individual, Household and Postcode level. So whether you’re targeting
consumers of varying ages, marketing products to key decision makers in the home or understanding the
market geographically, the same solution can support your requirements

Driven by behaviour, the 55 clusters represent unique segments of the population and are defined by four meaningful
dimensions in its code structure—Lifestage, Affluence, Digital and Age

4
PERSONICX
The Personicx Eye is an interactive tool
which uses the code structure to logically
plot the clusters and shows how they
relate to each other within the UK. Visit
www.personicx.co.uk to view the market
place through Personicx and explore the
detail that defines each segment

When you want to know even more about
the market and the clusters, the Personicx
planning tool contains over 500 interactive
profiles, providing you access to the
extensive characteristics used to build our
solution. This easy to use market insight
tool allows you to understand customers’
demographics and buying behaviours,
conduct market analysis, plan customer
acquisition strategies, and create cross-
sell/up-sell and retention campaigns that
are truly targeted, personalised and powerful

1st Digit = Lifestage 2nd Digit = Affluence 3rd Digit = Digital 4th and 5th Digit = Cluster
Code and Age Ranking
Y Young adults L Low 1 Always on 1 Youngest
Families with M 2
F children
Medium 2 Fully connected
.....

X Empty nesters 3 Browers open 26
H High
.....

R Retirees 4 Emerging users
54
5 Seldom online 55 Oldest
5
AFFORDABILITY—Multi-dimensional Insight into What
Consumers Can Afford to Spend
Acxiom’s Affordability solution provides the relevant insight into domestic expenditure that organisations need to fully
understand ‘why’ customers act the way they do and ‘how’ they may behave in the future. One dimensional views,
like the demographic ‘who’ or the behavioural ‘what’ are not enough on their own to understand customers value to
your business

Comprising of more than 100 variables, the Affordability data suite provides marketers with the right tools to make
informed decisions

6
AFFORDABILITY
Credit Behaviour, Level of Wealth, Affluence
Risk, Indebtedness and Economic Stability
Debt consolidation
Clear credit card balance
Balance transfers
Household Income
Assets
Personal loan Level Proportion of adults in
CCJ’s Affordability household earning
Bankruptcy Segmentation Benefit claimants
IVA
Outgoings and Overheads
Fuel consumption
Food spend
Mortgage
Rent
Cost of dependents
Home energy
This array of indicators combine to create measures and comprehensive rankings and the Affordability segmentation
provides an overarching economic view of each household. The result is that marketers can better prioritise existing
customer groups based on their degree of financial commitment, effectively identifying those who live beyond their means or
can afford products and services regardless of economic conditions and changing costs

As it’s linked to InfoBase, Affordability can be used for prospecting to all marketable adults across all channels or to enrich
your own customer marketing database. So whether you wish to have a greater insight into the economic status of your
customers, increase customer value through targeted cross sell programmes, focus retention on customers who are the
most profitable, or reduce the risk of acquisition by targeting the best prospects, Affordability can help

7
AUDIENCE PROPENSITIES ­—Essential Purchase
Propensities, Tuned to Your Industry, Custom Built to
Meet Your Needs
Acxiom has the ability to custom build target audiences for any consumer market that can be defined through research
panels and mapped to InfoBase. By using InfoBase to model target audiences defined by research, you can reach out to our
47m marketable adults across the most suitable channels

So whether it’s predicting consumer behaviour, product and brand affinities, likelihood to purchase or the best way to
engage them, we can help you predict the answer to your most important marketing questions and score prospects on their
propensity to be your target audience:
• Who has affinity for my brand? • What media types are likely to be used
• Who is likely in market now? for researching a product purchase?
• What is the overall spending potential? • What channels are likely to be shopped?
• Who is likely to purchase my product category?
8
AUDIENCE PROPENSITIES
HIGHLY TARGETED
With relationships established with an increasing number of research panels, such as YouGov and TGI, we have access to
highly detailed insight into consumer behaviour, characteristics, opinions and attitudes across an extensive range of sectors,
enabling you to really understand your audience when planning marketing activity

CHANNEL DISTRIBUTION
Not only can you market off-line through our traditional list products of direct mail, email and phone, we can also distribute
to these audiences through LiveRamp and distributed through a DSP/DMP or through Safe Haven to a Premium Publisher
such as Facebook, Twitter, Yahoo, EBay

DATA PACKAGES
With a blend of demographic and behavioural insights, Acxiom is developing pre-defined data packages to help you
identify the most relevant and effective audiences, such as Sports Enthusiasts and Keen to be Green. See our website for
further information on our most up to date packages https://www.acxiom.co.uk/what-we-do/digital-audiences/

9
GEO LEVEL SOLUTIONS (LOCATION DATA)
The extensive coverage of Acxiom’s InfoBase data at individual level, means we have the ability to make our solutions
available at geo level for the purpose of location based marketing, planning and spatial analytics

Neighbourhood InfoBase—Neighbourhood InfoBase is our core InfoBase data aggregated to higher levels of postal
geography in the form of proportions and indices of all our individual and household level attributes. Neighbourhood
InfoBase consists of more than 240 variables—demographics, financial, property and lifestyle, each of which can be
provided at two standard levels of geography—postcode and postal sector. This solution can be used with analytical and
geospatial software or within predictive models, to enable research and market analysis, predict the supply and demand
potential for goods and services spatially and optimise marketing effectiveness

Personicx—our individual level Personicx solution is also available at both postcode and postal sector level. It also includes
a statistically derived dominant segment assignment for when distributions are not appropriate such as scoring postcode
level records. This combination of Personicx deliverables can support businesses that need to integrate their mass, direct,
digital and local marketing communications

Customer data putting more emphasis on ethical practice and consumer rights. Acxiom’s privacy professionals understand this new regulatory world and provide the best privacy and data governance for the connected marketing eco-system. Acxiom uses a range of proven assessment frameworks to understand an organisation’s Data Management Maturity,

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Frequently Asked Questions

How long does analytics prepopulate my audience list?

When you create a new Display audience, Analytics prepopulates the list with up to 30 days of data so that you can use the list in 24-48 hours. If you have fewer than 30 days of data available, then Analytics uses the data you have. Analytics cannot prepopulate Search audiences.

How do i create an audience in google analytics?

To create an audience: Sign in to Google Analytics. Click Admin, and navigate to the property in which you want to create the audience. In the Property column, click Audience Definitions > Audiences. Click + New Audience. By default, your new audience is based on data from the current reporting view.

How do i use audiences exported to google optimize?

Audiences exported to Google Optimize are updated daily whether or not you use the audiences in experiments. You can use preconfigured audiences that the Analytics team has developed to cover many of your use cases, you can create new audiences from scratch, and you can import any of your existing segments to use as the basis for new audiences.

How do i create and edit audiences?

Create a new audience definition Import a segment Edit an audience Close/delete/reopen an audience Create and edit audiences with the Management API Related resources Prerequisites You need the Editor rolefor the property in which you want to create the audience.