| |
comScore and Acxiom Integrate Key Products
Digital measurement giant comScore has announced a partnership with enterprise data firm Acxiom, aimed at enhancing and accelerating their respective audience reporting and multi-channel marketing offers.
The integration will be based around comScore's validated Campaign Essentials (vCE) platform and Acxiom's Audience Operating System (AOS). The partners say clients will be able immediately to verify audiences reached by their campaigns, via trusted 3rd party measurement metrics - and use this to quickly optimize current and future campaigns across multiple channels.
Specifically, by the second quarter of 2014, comScore will expand the depth of demographics available in vCE, improving the evaluation of campaign delivery in real-time by allowing for increasingly advanced campaign targets. AOS clients meanwhile will have access to overviews of audience-level attributes for custom-defined segments, thanks to vCE capabilities added into the Acxiom tool via its API developer framework.
Phil Mui, Acxiom's Chief Product & Engineering Officer, says when the AOS was launched last September, the firm's 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'. Anne Hunter, comScore SVP of Global Marketing Strategy, comments: 'Acxiom's detailed audience segmentation capabilities help us not only meet more of the highly specialized needs of marketers' campaign objectives, but also significantly enhance our ability to report actionable intelligence more quickly.'
The partners are online at www.comscore.com and www.acxiom.com .
|
