Acxiom and Amex Advance Launch New Data-Driven Offering

01:51 10/26/2017

Acxiom ACXM , a data foundation for top world marketers, and Amex Advance, a personalization services business within American Express AXP , announced the launch of a joint data-driven offering to predict purchase intent across the broad U.S. consumer population.

Acxiom’s Predictive Intent Segments, powered by Amex Advance, uses advanced machine learning to predict when consumers will be in-market for a purchase by combining spending insights from American Express’ network with Acxiom’s InfoBase data and first-party customer data.

Audiences created through the partnership will help marketers increase effectiveness by engaging consumers with relevant offers when they are most ready to buy.

This program will also help marketers reach consumers before they take action, increasing marketing effectiveness.

“Marketers fight a constant battle for consumer attention, and Predictive Intent Segments, powered by Amex Advance, helps them cut through the noise and win,” commented Rick Erwin, president and general manager of Acxiom’s Audience Solutions.

Erwin continued, “through our application of proprietary data insights, omnichannel audience delivery and commitment to ethical data use, this partnership empowers marketers to engage consumers respectfully at the most opportune times, enhancing the relevance of consumers’ interactions and experience with brands.”

Amex Advance analyzes the vast majority of the $1 trillion in annual spend on the American Express network through anonymized and aggregated data to develop predictive insights. This is where ACXM  comes in, using process that create customized audience segments predicted to have the highest intent to spend using Acxiom’s InfoBase data.

“Partnering with Acxiom reflects how important innovative solutions are for marketers to exceed customer expectations, and underscores how valuable big data analytics and predictive data science are in changing customer experience for the better,” stated Marc Ginsberg, vice president and general manager of Amex Advance at American Express.

“We’re excited to work with Acxiom to power data insights that positively impact how brands understand and react to their customers’ needs,” he added.

This article has been provided by a Chasing Markets contributor. All content submitted by this author represent their personal opinions, and should be considered as such for entertainment purpose only. All opinions expressed are those of the writer, and may not necessarily represent fact, opinions, or bias of Chasing Markets.
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