NinthDecimal will combine its location graph data with Acxiom’s household and third-party data to reach ‘customised consumer segments with one-to-one precision and provide measurement at scale across all media platforms’.
Furthermore, marketers will be able to activate NinthDecimal’s location-based audience segments, along with Acxiom’s third-party audiences, on top of their own CRM (customer relationship management) data to ‘create cross-device focused media campaigns on mobile and desktop’. Brands’ campaigns can be delivered across NinthDecimal’s network of mobile apps and online display partners, or programmatically via mobile app, mobile web or desktop on demand-side and data-management platforms.
In addition, the combination of Acxiom’s data with NinthDecimal’s Location Conversion Index will enable ‘marketers to measure overall campaign results and effectiveness’ across mobile, online and television. This will include ROI (return on investment) metrics such as in-store foot traffic lift.
“We are excited to see the NinthDecimal and Acxiom partnership grow,” said Rick Erwin, president of Acxiom’s audience solutions division. “This partnership has a unique offering that enhances people-centric planning, targeting and research solutions across online and offline media channels.”