Data giant Acxiom has added enhancements to its Acxiom Measurement Solution, a product that helps brands measure campaign performance in all channels including email, digital, TV and direct mail, the company announced today.
The solution now leverages Hadoop and other technologies, resulting in shorter data-processing time, Acxiom says. It also features improved data visualization, reporting and a subscription-based model that supports consistent measurement over time, the firm adds.
The product is designed to quantify the impact of marketing across the full customer lifecycle. This is done through closed-loop, incremental measurement, the firm says.
“As the number of digital and offline consumer touchpoints continues to grow, the measurement maze has become increasingly difficult for marketers to navigate,” states David Cole, vice president of analytics at Acxiom.
He adds, “in test and control experiments and a unified data layer for bringing customer data together helps advertisers gain cross-platform insights and make data-driven marketing decisions.”
According to IAB, measurement and attribution were the top challenges in 2017, and are expected to be in 2018, Acxiom says.
The Acxiom Measurement Solution is part of Acxiom Analytics, a portfolio of omnichannel analytics services.