Acxiom® announced it has signed a European-wide partnership with Starcom Mediavest Group (SMG), the number one ranked global media network, which will see both organizations working closer together and sharing data assets to be able to deliver increased value to their respective clients, enter new territories and connect digital and physical identifiers.
The deal, which is part of a wider global agreement between the two organizations, will enable SMG to leverage audience data from Acxioms specialist data sets, giving it the ability to develop more targeted branding, retention and acquisition strategies. SMG will also use AbiliTec®, Acxioms advanced customer recognition technology, to centralise and connect campaigns and data across all the channels and platforms it utilises to deliver results for its advertisers.
The partnership addresses growing requirements from brands to connect the consumer insight and targeting disciplines associated with their established offline CRM programs with the online world of media planning and buying. SMG will use Acxiom Safe Haven” to on-board brands first party data, to create an anonymised single view of the customer which will in turn generate new insights and customer knowledge. The deal will allow SMG to get a head start in creating true one-to-one marketing at scale, execute more targeted campaigns across all channels and devices, and ultimately, transform customer experiences.
This partnership is a significant milestone on our journey into data-driven marketing, with the world of Precision and Content Marketing being core to our business and at the heart of everything we do, says Chris Camacho, Managing Partner at SMG. A partnership between SMG and Acxiom brings to life our belief that understanding consumers as people sits at the intersection of these two key areas, enhancing our audience identification and targeting capabilities and expanding beyond this into the world of programmatic buying. This will deliver vast benefits and value to SMGs client base across Europe.
About Starcom MediaVest Group
Starcom MediaVest Group calls itself the Human Experience Company. With over 8,000 employees in 130 offices worldwide, SMG partners with the world’s leading companies including The Coca-Cola Company, Kraft Foods, P&G, Samsung, and Walmart, among others. SMG is part of Publicis Groupe [Euronext Paris FR0000130577, CAC 40], one of the worlds leading communications groups.
Source: Seeking Alpha