Acxiom Teams Up with Twitter to Gauge Offline Sales Impact
Leading analytics and software-as-a-service provider Acxiom Corporation (ACXM – Analyst Report) recently formed a strategic alliance with social media firm Twitter, Inc. (TWTR – Analyst Report) to facilitate advertisers to gauge the efficacy of advertising campaigns on offline sales. The joint research initiative, titled Offline Sales Impact (OSI), will be deployed as a pilot program with immediate effect.
The research study aims to measure the offline sales impact of advertising campaigns, utilizing the analytical insights and onboarding capabilities of Acxiom alongside Twitter’s specific KPIs (key performance indicators). The research, intends to analyze exposure and client sales data to determine audience delivery (advertising reach), audience response (conversion rates), and campaign lift (sales increase). A detailed analysis report and key insights from the study will be provided thereafter to advertisers to help them understand the effectiveness of their campaigns.
Acxiom has a long-serving business relationship with Twitter. Since 2014, Acxiom has been a “Twitter Official Partner” for the customized audiences program that allowed advertisers to match their customer lists with users on Twitter. Launched in Feb 2015, Twitter’s “partner audiences” program supported by Acxiom’s third-party data helped enhance existing advertising targeting capabilities.
Over the years, Acxiom has emerged as a formidable player in the field of marketing services and technology. The company is including the latest digital platforms in its InfoBase platform to increase the accessibility of its products through various digital channels. These products provide Acxiom with a competitive edge in the industry, thereby improving its credibility ratings in the long term.
For augmenting its long-term margins, Acxiom is focusing more on its core competency areas by expanding its businesses across key regions. Additionally, the company’s newly introduced customized product range is successfully catering to the needs of its clients. At present, the company is also working on improving the functionality, while continuing to invest in product enhancement and connectivity.
Acxiom currently has a Zacks Rank #3 (Hold). A couple of stocks in the industry that look favorable include GTT Communications, Inc. (GTT – Snapshot Report) and EarthLink Holdings Corp. (ELNK – Snapshot Report), both carrying a Zacks Rank #2 (Buy).
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