Acxiom Audience Operating System

Acxiom Audience Operating System

Acxiom Audience Operating System™

Acxiom Audience Operating System, the world’s most powerful marketing platform, is here. For the first time ever, marketers, agencies and publishers can plan, buy and optimize audiences across channels, devices and applications, with precision and scale. One integrated platform that ties all the disparate sources of media channels and technology together. An open platform so flexible it can support virtually any application you can imagine.

Technology

AOS is the foundation for a new marketing ecosystem that will help you engage and stay connected with today’s dynamic, multi-screen audiences. You can truly have a single view of your customers and reach them more efficiently with offers they care about. The result: better brand health and less wasted time and money.

The AOS technology stack consists of the Data Layer, the Audience Operations Layer and the Applications Layer.

Data Layer

Your customers and prospects plus Acxiom’s world class consumer data and proprietary insights create a powerful environment for understanding your customers and creating your next best audience.

Audience Operations Layer

Audience Operations Layer – the core operations for matching and analyzing audiences and campaigns, across-channels. These Big Data capabilities are hosted by Acxiom so you get reliable performance without additional IT investment. All done in a safe haven that provides privacy and compliance.

Applications Layer

Although pre-bundled with apps for rich audience segmentation, modeling, deployment, analysis, and optimization, the open platform provides an expanding platform for new applications being developed by Acxiom and third party developers.

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Data Layer

Acxiom’s unsurpassed data ingestion capability allows AOS to incorporate virtually any legally usable data elements, first-party, third-party, or otherwise. The Data layer offers the necessary context to safely and securely understand your audiences, including the attributes needed for rich segmentation, the match data used for campaign deployments and Acxiom predictive models that provide further context for selection and refinement.

Audience Data

This set of data consists of your known customer data and your known transactional data combined with result logs from your campaign services and Acxiom third-party consumer data.

Match Data

In order to deploy campaigns, customers need to be addressable. AOS pools the knowledge needed to make sure customers or segments of customers can be reached across direct mail, display, email, social and TV. This match data can take many forms, including safe and secure IDs for distributing direction to premium publishers and cookies for non-premium online deployment.

Audience Insights

AOS accesses Acxiom’s very precise, premium proprietary behavioral insights that have been modeled by specialists focusing on a wide range of industries. These models number in the thousands and cover consumer interests ranging from brand and channel affinities to product usage and purchase timing.

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Audience Operations Layer

The Audience Operations layer allows a universe of data – cleaned and contextualized – to be transformed into meaningful and actionable insights. It bridges traditional CRM and DMP information and brings together the disconnected audiences you may have access to but can’t fully capitalize on. Audience Operations focuses on audience identification and matching, audience targeting with segmentation that honors privacy promises and protects anonymity of consumer, analytics results and more. It also features robust, secure APIs, making AOS an open platform, able to run Acxiom’s integrated tools while supporting app development from third-party developers and partners and making the range of functionality available on AOS virtually limitless.

Audience Operations

These services perform data cleansing and matching and fully exploit Acxiom’s long heritage of developing enhanced data quality solutions. Our machine learning algorithms provide multiple aspects of individual attributes, enhancing the likelihood of finding correct matches. Acxiom has secure Safe Haven IDs, which allow targeting of individuals defined by precise segmentation while still preserving privacy and anonymity for customers.

System Operations

Security and reliability are key aspects of our Big Data platform, and Acxiom has developed APIs for logging, monitoring authentication, rights management and scheduling.

Business Operations

These higher-level services are used to provide core value capabilities for our AOS apps. These include services for audience segmentation, audience anonyimization, multi-channel audience distribution capabilities and business analytics.

Applications Layer

The Applications layer hosts browser-based tools for accelerating your marketing efforts. AOS is pre-loaded with Acxiom’s core applications, but it also supports apps from our development partners, who are working with one of the most powerful and extensibly-deployed set of APIs available. You can take advantage of Acxiom’s growing library of AOS tools, or you can build custom apps to perform functions specific to your campaign style. Whatever your needs, AOS apps will provide the capabilities necessary to master today’s multi-channel landscape.

Cross-Channel Planner

Cross-Channel Planner

Acxiom Cross-Channel Planner goes beyond online ad targeting or single channel planning tools to quickly and easily identify your exact target audience in total, wherever they may be. Kick off your marketing campaign with this fast, powerful tool that displays cross-channel reach for your selected target audience. With thousands of predictive audience behaviors and reach counts for partners in mail, email, online, social and mobile domains, you will start your next campaign cycle with research that would have cost you weeks of valuable time! Use a single, easy-to-navigate interface to calculate reach by media channel and publisher within the targeting parameters you establish. If you can type a keyword, click a mouse and move a slider, then you can transform how you plan your media. Find out more about Cross-Channel Planner.

Audience Architect

Audience Architect

No matter where your message is going or how you’re saying it, if you’re not reaching the right audience, you are wasting time and money communicating to people who simply don’t care.

We’ve eliminated the overwhelming complexity of working between multiple systems and interfaces with a simple, self-service web interface where you can access your first-party and third-party data. Combine that information with Acxiom’s extended attributes list, demographic data, lifestyle segments, and predictive models. And then use your audiences for mail or email campaigns (using Acxiom’s Digital Impact), or deploy them online with one-click to our DSP and Premium Publisher network. Acxiom Audience Architect is your one-stop shop for acquiring, enhancing, distributing and reusing audiences. Find out more about Audience Architect.

AOS Analytics

AOS Analytics

Acxiom AOS Analytics is designed to go beyond basic cookie-based reporting to provide rich analysis and insights derived from the actions and behaviors of real customers. Understand your website visitors and social message responders with more demographics. Then, explore your campaign results from the point of view of your customers – focusing on only those segments that correspond to your targets and goals. You can even make attribute-based extensions to build a better audience for future campaigns. Using easy-to-digest, infographic data visualization, Acxiom AOS Analytics can give you results cross-referenced against a vast array of variables, so you know who responded, who didn’t and why. Find out more about AOS Analytics.

Campaign Optimizer

Campaign Optimizer

Acxiom Campaign Optimizer predicts your marketing results before you spend your first dollar. It’s an easy-to-use and incredibly powerful modeling and simulation tool. How should you spread your multi-offer campaign over your audience segments to achieve maximum results? How can you deploy offers over online and offline channels to get the most return on your investment? How can you save money and improve the integrity of your brand? Campaign Optimizer takes campaign characteristics you define, overlays a massive amount of data and audience behavioral models, applies deep analytics by channel and lets you immediately know how your various offers will perform across each of your segments. Find out more about Campaign Optimizer.

AOS Technical Tools

AOS Technical Tools

In order to help IT and technical developers support the analytic data acquisition used by your marketing campaigns, Acxiom’s support tools are easy to learn and use.

  • AbiliTag Manager is a powerful tag manager that provides rich data insights for the AOS Analytics website views.
  • SmartLink Manager creates QR codes and shortened URLs that provide measurement data for the AOS Analytics link portrait.

Both tools are web-based and built into AOS, so communications between your marketing team and support staff will be quick and seamless.

Big Data Environment

Big Data Environment

Acxiom’s Big Data Environment provides a holistic view of your customers across multiple channels – online, offline CRM, first-party, third-party – in a secure, privacy-compliant manner. Your technical analysts and data scientists can directly access this anonymized data for queries, modeling and reporting.

The environment includes popular Big Data languages and toolsets including Hive, Pig, Hue, Oozie and R, and it’s compatible with Acxiom’s Audience Architect, so you can define, manage and distribute audiences to online channels. Find out more about Big Data Environment.