Joint Initiative Will Provide Twitter Brand Advertisers with the Ability to Measure the Impact of Ad Campaigns on Offline Sales
LITTLE ROCK, Ark. – Acxiom® (NASDAQ: ACXM), an enterprise data, analytics and software-as-a-service company, announced that it has deepened its partnership with Twitter®, the global platform for public self-expression and conversation in real time, with a new research initiative called Offline Sales Impact (OSI). Leveraging Acxiom’s recognition capabilities, Twitter’s brand advertisers will be able to measure the offline sales impact of their campaigns, using a test and control approach alongside Twitter’s specific KPIs. The joint measurement study will deploy as a pilot in March 2016.
“Advertisers are searching for new measurement capabilities with comprehensive insights and information about whom they reach on Twitter, what drives audiences to convert, and the overall sales impact the Twitter platform has on their campaigns,” said Rick Erwin, president of Acxiom’s Audience Solutions Division. “The OSI initiative will enable brand advertisers to better understand the relationship between exposure to campaigns on Twitter and conversion activity offline.”
As part of the OSI study, exposure and client sales data will be analyzed to determine audience delivery (consumers reached by a campaign); audience response (measurement of conversion rates), and campaign lift (sales increase). After the campaign is executed, advertisers will receive a complete analysis, along with insights, obtained from the results.
Acxiom is currently a “Twitter Official Partner” in the tailored audiences program which launched in 2014, allowing advertisers to match their customer lists to users on Twitter. In February 2015, Twitter announced a new program, “partner audiences,” within which Acxiom’s third-party data was leveraged to augment Twitter’s existing advertising targeting capabilities.
Acxiom is an enterprise data, analytics and software-as-a-service company that uniquely fuses trust, experience and scale to fuel data-driven results. For over 40 years, Acxiom has been an innovator in harnessing the most important sources and uses of data to strengthen connections between people, businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge, data-oriented products and services to maximize customer value. Every week, Acxiom powers more than a trillion transactions that enable better living for people and better results for our 7,000+ global clients. For more information about Acxiom, visit Acxiom.com. Acxiom is a registered trademark of Acxiom Corporation.