Acxiom and Amex Advance℠ Launch New Data-Driven Offering to Predict Consumer Purchase Intent
October 26 2017 - 7:30AM
Business Wire
Amex Advance combines predictive insights with
Acxiom InfoBase® to increase marketing effectiveness
Acxiom® (Nasdaq: ACXM), the data foundation for the world's
best marketers, and Amex Advance, a personalization services
business within American Express, today announced the launch of a
joint data-driven offering to predict purchase intent across the
broad U.S. consumer population. Acxiom’s Predictive Intent
Segments, powered by Amex Advance, uses advanced machine learning
to predict when consumers will be in-market for a purchase by
combining spending insights from American Express’ network with
Acxiom’s InfoBase® data and first-party customer data. Audiences
created through the partnership help marketers increase
effectiveness by engaging consumers with relevant offers when they
are most ready to buy.
“Marketers fight a constant battle for consumer attention, and
Predictive Intent Segments, powered by Amex Advance, helps them cut
through the noise and win,” commented Rick Erwin, president and
general manager of Acxiom’s Audience Solutions. “Through our
application of proprietary data insights, omnichannel audience
delivery and commitment to ethical data use, this partnership
empowers marketers to engage consumers respectfully at the most
opportune times, enhancing the relevance of consumers’ interactions
and experience with brands.”
When marketers are unable to identify and reach consumers before
they take action, campaigns can be inefficient and wasteful. In
teaming up with Amex Advance, Acxiom is able to increase marketing
effectiveness by developing audiences based on valuable, predictive
insights that go beyond the standardized lists that are commonly
available today.
Amex Advance analyzes the vast majority of the $1 trillion in
annual spend on the American Express network – data that has been
anonymized and aggregated – to develop predictive insights. These
insights are applied to Acxiom’s InfoBase data, the richest, most
ethically sourced third-party data asset available, to create
customized audience segments predicted to have the highest intent
to spend. Audiences developed from the joint offering can be
activated across channels and devices at national scale by Acxiom,
using processes that respect and protect consumer privacy. To
ensure American Express® Card Member privacy, Amex Advance never
shares personal data with Acxiom Audience Solutions or its
clients–only anonymized scores and insights.
“Partnering with Acxiom reflects how important innovative
solutions are for marketers to exceed customer expectations, and
underscores how valuable big data analytics and predictive data
science are in changing customer experience for the better,” stated
Marc Ginsberg, vice president and general manager of Amex Advance
at American Express. “We’re excited to work with Acxiom to power
data insights that positively impact how brands understand and
react to their customers’ needs.”
About Acxiom
Acxiom provides the data foundation for the world’s best
marketers. We enable people-based marketing everywhere through a
simple, open approach to connecting systems and data that drives
seamless customer experiences and higher ROI. A leader in identity
and ethical data use for more than 48 years, Acxiom helps
thousands of clients and partners around the globe work together to
create a world where all marketing is relevant. Acxiom is a
registered trademark of Acxiom Corporation. For more information,
visit Acxiom.com.
About Amex Advance
Amex Advance is a data-driven business that partners with
companies across the advertising, travel and service industries to
deliver curated personalization services optimized for their
customers. Leveraging best-in-class predictive machine learning,
deep consumer insights, connectivity capabilities and an integrated
platform, Amex Advance transforms its deterministic data insights
into customized solutions to solve partners’ key business
challenges.
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Havas Formula for AcxiomAlison Flood,
619-234-0345acxiom@havasformula.com
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