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ACXIOM DATA CATALOGUEFOR AUDIENCE CREATIONAND ANALYTICS TABLE OF CONTENTSConsumer Insights . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1 Armed with the most accurate, comprehensive, data available anywhere, advertisers can better understandLeading 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 PersonicxAffordability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6 The ability to differentiate on levels of economic commitment and disposable income, AffordabilityAudience 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 INSIGHTSCONSUMER INSIGHTSAcxiom focuses on creating the best possible insights across the most sources of data, effectively harnessing big data onreal consumers for recognition, targeting and measurement. Our secret sauce is how well we can ingest, clean, match andenhance 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 onconsumers, not just cookies
Acxiom’s consumer data and insights recognise virtually all marketable consumers in the UK and match them to a plethoraof descriptive and predictive attributes in a way that’s privacy-compliant. Armed with the most accurate, comprehensive, dataavailable anywhere, advertisers can better understand their best customers and find more like them, whether it’s online, bymail, 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 customersLEADING IN THE ETHICAL USE OF DATA AND SECURITYAcxiom 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 PrivacyOfficer 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 businessperformance and growth. Particularly in Europe, the General Data Protection Regulation (GDPR) which comes into force 25thMay 2018 followed by the e-Privacy Regulation focused on protecting consumers from illegal, unethical and irresponsible useof their personal data. These new regulations will force organisations to review and change how they collect, store and utilisecustomer data putting more emphasis on ethical practice and consumer rights. Acxiom’s privacy professionals understand thisnew 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 ofworkshops, faciltated self-assessments and deep dive evaluations of an organisation’s data managememt capability andcompliance 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 toEnable Faster, Smarter Marketing DecisionsAcxiom’s InfoBase gives marketers the customer and prospect information to make smarter, faster marketing decisions. Withthe most accurate, comprehensive, up-to-the-minute data available anywhere, marketers can fully understand their bestcustomers—and find more like them, whether it’s via targeted digital display ads, addressable TV, social media, mail, emailor 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 businessesmove away from traditional direct mail and mass advertising in favour of a strategy that integrates traditional channelsand online approaches, successful direct marketing requires new types of data—including relationships, social and onlinebehaviour—and an even greater accuracy and granularity than ever before
2 INFOBASEInfoBase offers unprecedented detail, accuracy and coverage, combined with more tools and features that help our clientsget the most out of their data. InfoBase increases the accuracy and predictive power of marketing efforts, improves responserates and reduces marketing costs. Acxiom’s InfoBase can help enhance and analyse your customer data to identify moreselling and retention opportunities
InfoBase Enhancement—the leading consumer data-append product, InfoBase Enhancement supplies consumerdescriptive data for use in analytic, segmentation and targeting applications. Hundreds of demographic, homeowner, buyingbehaviour, financial, motoring and interest variables enable you to segment, analyse and model consumer data, resulting inaccurate targeting and more predictive modelling. With multiple data sources and sophisticated build logic, available acrossmore than 90% of UK households, our enhancement capability is the most complete, comprehensive and accurate source ofconsumer data available
InfoBase Acquisition—a comprehensive, multi-sourced line of acquisition solutions designed to help you effectively andefficiently target new prospects with hundreds of demographic, homeowner, buying behaviour, financial, vehicle and interestselectors. Containing 37m individuals, InfoBase acquisition marketing universe offers the freshest data and reliability, withfrequent rebuilds and suppression updates using AbiliTec® links and Acxiom cleansing processes to eliminate duplicates andincrease your return on investment
InfoBase Email—A comprehensive database of 3rd party marketing permissioned emails for use in campaigns. Emailprovides a cost-effective and high speed channel to reach your targets be they Customers or Prospects. The Acxiom Emailproducts benefit from a product build and validation process and offers channel extension of the main InfoBase insightlifestyle and demographic data. The database is multi-sourced from trusted Acxiom partners; all of whom have been throughAcxiom Privacy Due Diligence processes in order to ensure the data is collected to Acxiom and Industry standards. Volumeswill vary based on use case and validation processes but are currently in the region of 40 million for Append and ReverseAppend and 16 million for acquisition campaigns
InfoBase Mobile and Phone—A scalable database of Mobile and Home Landline telephone number data for usein campaigns. The telephone channels are connected and extended against the main InfoBase insight lifestyle anddemographic data to enable additional contact channels in order to reach your target audiences, numbers are also availablefor campaigns by extending the channel to your existing customer data. The database is multi-sourced from trusted Acxiompartners, all of whom have been through Acxiom Privacy Due Diligence processes in order to ensure data is collected toAcxiom and Industry standards. Volumes will vary based on use case and validation processes but are currently in theregion of 14 million Mobiles and 3.5 million Landlines
InfoBase Suppression—facilitates compliance with privacy. Suppression is a service which enables businesses toeliminate prospects from targeting if they have opted to not receive marketing or are not currently active consumers atthat address such as deceased and gone-aways. InfoBase suppression works within DMA and industry guidelines, to helpclients improve the profitability of direct mail campaigns by reducing the number of irrelevant marketing communications andreducing consumer complaints
3 PERSONICX—Audience Definition Made EasyPersonicx is Acxiom’s highly effective approach to out-marketing your competition. It is a consumer segmentationand visualisation system that allows marketers to organise audiences based on their demographics, lifestyles andbuying 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 targetingconsumers of varying ages, marketing products to key decision makers in the home or understanding themarket 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 meaningfuldimensions in its code structure—Lifestage, Affluence, Digital and Age
4 PERSONICXThe Personicx Eye is an interactive toolwhich uses the code structure to logicallyplot the clusters and shows how theyrelate to each other within the UK. Visitwww.personicx.co.uk to view the marketplace through Personicx and explore thedetail that defines each segment
When you want to know even more aboutthe market and the clusters, the Personicxplanning tool contains over 500 interactiveprofiles, providing you access to theextensive characteristics used to build oursolution. This easy to use market insighttool allows you to understand customers’demographics and buying behaviours,conduct market analysis, plan customeracquisition strategies, and create cross-sell/up-sell and retention campaigns thatare 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 WhatConsumers Can Afford to SpendAcxiom’s Affordability solution provides the relevant insight into domestic expenditure that organisations need to fullyunderstand ‘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 toyour business
Comprising of more than 100 variables, the Affordability data suite provides marketers with the right tools to makeinformed 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 energyThis array of indicators combine to create measures and comprehensive rankings and the Affordability segmentationprovides an overarching economic view of each household. The result is that marketers can better prioritise existingcustomer groups based on their degree of financial commitment, effectively identifying those who live beyond their means orcan 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 enrichyour own customer marketing database. So whether you wish to have a greater insight into the economic status of yourcustomers, increase customer value through targeted cross sell programmes, focus retention on customers who are themost profitable, or reduce the risk of acquisition by targeting the best prospects, Affordability can help
7 AUDIENCE PROPENSITIES —Essential PurchasePropensities, Tuned to Your Industry, Custom Built toMeet Your NeedsAcxiom has the ability to custom build target audiences for any consumer market that can be defined through researchpanels and mapped to InfoBase. By using InfoBase to model target audiences defined by research, you can reach out to our47m 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 toengage them, we can help you predict the answer to your most important marketing questions and score prospects on theirpropensity 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 PROPENSITIESHIGHLY TARGETEDWith relationships established with an increasing number of research panels, such as YouGov and TGI, we have access tohighly 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 DISTRIBUTIONNot only can you market off-line through our traditional list products of direct mail, email and phone, we can also distributeto these audiences through LiveRamp and distributed through a DSP/DMP or through Safe Haven to a Premium Publishersuch as Facebook, Twitter, Yahoo, EBay
DATA PACKAGESWith a blend of demographic and behavioural insights, Acxiom is developing pre-defined data packages to help youidentify the most relevant and effective audiences, such as Sports Enthusiasts and Keen to be Green. See our website forfurther 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 solutionsavailable 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 postalgeography in the form of proportions and indices of all our individual and household level attributes. NeighbourhoodInfoBase consists of more than 240 variables—demographics, financial, property and lifestyle, each of which can beprovided at two standard levels of geography—postcode and postal sector. This solution can be used with analytical andgeospatial software or within predictive models, to enable research and market analysis, predict the supply and demandpotential 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 includesa statistically derived dominant segment assignment for when distributions are not appropriate such as scoring postcodelevel 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,
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.
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.
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.
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.