comScore, Acxiom to make real-time multi-channel marketing measurement a reality

24 Feb 2014

RESTON / NEW YORK, US: - comScore Inc, a leader in measuring the digital world, and Acxiom, a leading enterprise data, analytics and software-as-a-service company, have announced a strategic partnership to enhance the granularity and speed of delivering their respective audience reporting and 1:1 multi-channel marketing capabilities.

This partnership will enable marketers to immediately verify the results of audiences reached by their campaigns via trusted third party measurement metrics and using those results, quickly optimise current and future campaigns. As a result, marketers will be able to increase audience reach and media spend ROI across multiple channels. For example, retail marketers could adjust in-flight social and mobile campaigns based upon verified activity for a particular audience segment cited in a parallel display campaign.

"The partnership of comScore and Acxiom represents a potent combination that can help drive smarter campaign management," said Kate Sirkin, EVP of Starcom MediaVest Group. "By leveraging each company's respective expertise in campaign validation and demographic insights, and with more powerful data engines, the opportunity to drive high-performing campaigns is amplified."

comScore's validated Campaign Essentials (vCE®) platform and Acxiom's Audience Operating System (AOS) will be the foundation for multiple integration initiatives:

• comScore will leverage Acxiom partnership to expand the depth of demographics available in vCE that allow marketers and their agencies to evaluate campaign delivery in real-time. Expanded demographics within vCE will enable marketers to plan and evaluate against increasingly advanced campaign targets with trusted third-party validation of campaign delivery. These enhancements will be available to comScore vCE clients by the second quarter of 2014.
• Additionally, comScore will utilise the AOS API developer framework to deliver vCE capabilities into the operating system. One result of this development effort for AOS clients will be the availability of descriptive reports that overview audience-level attributes for custom-defined segments.

New York. (Image: Wikimedia Commons)

"When we announced the Audience Operating System (AOS) last September, our objective was to change the world of marketing forever by creating an open platform for our partners to access Acxiom's unparalleled technology and data," said Phil Mui, Acxiom's Chief Product & Engineering Officer. "Today's announcement has already gained interest from industry-leaders such as Starcom MediaVest Group. This enthusiasm proves the market is responding favourably to AOS and our commitment to bring 1:1 multichannel marketing at scale".

"On the heels of our recent partnership with Google to integrate vCE audience data within the DoubleClick platform, we are excited to expand our relationship with Acxiom to further enhance the capabilities of vCE. This will provide our clients with greater depth and granularity in understanding which audiences they're reaching with their digital campaigns and how effective those campaigns are in driving business performance," said Anne Hunter, comScore SVP of Global Marketing Strategy. "Acxiom's detailed audience segmentation capabilities help us not only meet more of the highly specialised needs of marketers' campaign objectives, but it also significantly enhances our ability to report actionable intelligence more quickly. We look forward to working together with Acxiom to make marketers smarter and help them drive even more effective digital campaigns."