Acxiom Partners With Twitter to Launch a New Offline Sales Impact Measurement Study
March 28 2016 - 12:23PM
Business Wire
Joint Initiative Will Provide Twitter Brand
Advertisers with the Ability to Measure the Impact of Ad Campaigns
on Offline Sales
Acxiom® (NASDAQ: ACXM), an enterprise data, analytics and
software-as-a-service company, today announced that it has deepened
its partnership with Twitter®, the global platform for public
self-expression and conversation in real time, with a new research
initiative called Offline Sales Impact (OSI). Leveraging Acxiom’s
recognition capabilities, Twitter’s brand advertisers will be able
to measure the offline sales impact of their campaigns, using a
test and control approach alongside Twitter’s specific KPIs. The
joint measurement study will deploy as a pilot in March 2016.
“Advertisers are searching for new measurement capabilities with
comprehensive insights and information about whom they reach on
Twitter, what drives audiences to convert, and the overall sales
impact the Twitter platform has on their campaigns,” said Rick
Erwin, president of Acxiom’s Audience Solutions Division. “The OSI
initiative will enable brand advertisers to better understand the
relationship between exposure to campaigns on Twitter and
conversion activity offline.”
As part of the OSI study, exposure and client sales data will be
analyzed to determine audience delivery (consumers reached by a
campaign); audience response (measurement of conversion rates), and
campaign lift (sales increase). After the campaign is executed,
advertisers will receive a complete analysis, along with insights,
obtained from the results.
Acxiom is currently a “Twitter Official Partner” in the tailored
audiences program which launched in 2014, allowing advertisers to
match their customer lists to users on Twitter. In February 2015,
Twitter announced a new program, “partner audiences,” within which
Acxiom’s third-party data was leveraged to augment Twitter’s
existing advertising targeting capabilities.
About Acxiom
Acxiom is an enterprise data, analytics and
software-as-a-service company that uniquely fuses trust, experience
and scale to fuel data-driven results. For over 40 years, Acxiom
has been an innovator in harnessing the most important sources and
uses of data to strengthen connections between people, businesses
and their partners. Utilizing a channel and media neutral approach,
we leverage cutting-edge, data-oriented products and services to
maximize customer value. Every week, Acxiom powers more than a
trillion transactions that enable better living for people and
better results for our 7,000+ global clients. For more information
about Acxiom, visit Acxiom.com. Acxiom is a registered trademark of
Acxiom Corporation.
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AcxiomInes Gutzmer, 404-434-0237Corporate
Communicationsines.gutzmer@acxiom.comGACXM
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