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Acxiom and Roy Morgan in Australian Data Deal
Data and marketing services firm Acxiom has announced a partnership with independent Australian research company Roy Morgan, helping marketers to find and target their most valuable audiences on Facebook.
The deal sees Roy Morgan's data fused with Acxiom's to combine off-line and online information about customers and improve cross-channel targeting. Specifically, Acxiom's datasets, compiled from more than 150 sources and covering 16 million Australians, can now be used to find look-alikes for Roy Morgan's consumer segments and across millions of Australian Facebook users. Dentsu Aegis Network and OmnicomMediaGroup are among the early adopters and have campaigns starting this week using the combined technology.
Acxiom ANZ Managing Director Dean Capobianco says this is 'the first major milestone'in a partnership which aims 'to leverage all of our data, digital capabilities and expertise to unleash the power of Facebook's reach' - but adds: 'We are in discussions with all major media buying groups, as well as our publisher network, to extend this opportunity beyond Facebook'.
Michele Levine, CEO of Roy Morgan Research, comments: 'Our unique understanding of Australian consumers has guided the traditional media purchase decisions for decades and through this partnership we are now able to provide marketers with the same detailed information to target the right people when buying digital and social media'.
Four months ago, Roy Morgan announced an exclusive partnership with location technology provider AdNear, allowing its Helix Personas segments to be targeted on over 11 million mobile devices across Australia and New Zealand.
Roy Morgan Research has operations across 12 Asia Pacific countries, plus the US and UK. The partners are online at www.acxiom.com.au and www.roymorgan.com .
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