Page 19 - AeM_August_2020

BEST
PRACTICES
2 Operationalize insights from the 3. Predefined Acxiom target groups &
STRATEGIES
household panels
Acxiom knows the most important audiences and
has mapped 35 target groups from the FMCG
area, ranging from buyers of frozen products to
gourmet food lovers and customers who like to buy
the cheese fresh at the counter. These predefined
target groups can also be used across channels
and are always available ad hoc for the large
demand-side platforms (DSP) for programmatic
and mobile bookings in public taxonomies.

4. Measure campaign success

After the campaign, the household panel offers the
opportunity to measure purchases. For example,
Acxiom acts as a "trusted third party" and can
If no customer data is available at all, the
consumer goods manufacturers know via the compare the campaign’s exposed data since it
household panels which target groups buy their receives both the purchases from the household
products. Acxiom receives the panel data and uses panel and data from many partners and publishers.
it to create the “lookalike model”. Through this As a rule, however, this only works for mass
deep integration of Acxiom in different household products and high-reach target groups. The FMCG
panels, these target groups can be transferred to industry is subject to change due to altered
the transaction data in high-reach target groups, (television) viewing habits and therefore needs new
similar to the Lookalike models. The desired approaches to increase sales. ◊
campaign reach can be scaled flexibly. Depending By MediaBUZZ
on the objectives of the campaigns, loyal regular
customers can be addressed in the same way as
customers who have recently stopped buying a
certain product.

19 August 2020: people-oriented communication strategies and social networks