Tuesday, October 16, 2007

Acxiom Network Enhances Behavioral Targeting

Target marketing firm Acxiom is simplifying the connection between advertisers and individuals previously shown to have interest in their category of products by integrating research data into its ad network.

Acxiom's Echo Target ad network matches advertisers to target demographics using the Relevance-X technology that leverages the PersonicX "household-level segmentation system" that draws on data from the company's InfoBase-X database of behavioral data. (I'm guess these folks are big fans of X-Men, but can you please standardize on hyphen or no hyphen with the X?)

Acxiom places each U.S. household into one of "70 unique clusters and 21 different life stages, based on the household's specific consumer and demographic characteristics, including shopping, media, lifestyle and attitudinal information."

Cutting through the marketing-ese, what it boils down to is a more precise segmentation of consumers based on what they like to buy based on their age, location, income, and prior buying habits. Income and gender only tell us so much about a person, so tying in prior behaviors is key to increase the CPMs and click-through-rates. Having an extensive database and schema for categorization should improve the results for advertisers.

By John Gartner at 09:50 AM | Comments (0)

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