Prosper and Axciom Launch Audience Prediction Tool

In the US, business intelligence solutions firm Prosper Insights & Analytics and enterprise data and analytics giant Axciom have launched a joint solution for targeting relevant consumers when they are most interested in considering a purchase.

To be known as 'Prosper Predictive Audiences powered by Acxiom', the new tool combines Prosper's consumer survey insights and analytics with Acxiom's InfoBase data, which contains continuously updated addresses and demographics for millions of US households. Data from Prosper includes feedback from its ongoing monthly survey on consumer behavior, future purchase intentions and attitudes on media influences. Working with behavioral scientists and the academic community, Prosper has also collected data that complements lagging indicators such as company transactional data, measuring intent, spending, impulsivity and overall economic mood.

The firms say the joint solution, focused on health, groceries, auto, entertainment and overall digital behavior, makes it possible for marketers and their supporting agencies to create actionable audiences with the highest likelihood to be in-market. Prosper CEO Gary Drenik (pictured) says of the partnership: 'Prosper is excited to expand our long-term relationship with Acxiom to leverage its syndicated audience data and omnichannel delivery platforms, which provide a global digital marketplace for data partners and buyers alike'.

Web sites: www.prosperinsights.com and www.acxiom.com .