Acxiom is a "test and learn" organisation, using results both to track our own progress and see how we can best react and respond to further enhance those outcomes.
Long before any direct marketing campaign is launched, a comprehensive tracking strategy is outlined within the implementation plan. With client approval, Acxiom specifies tracking methodology, parameters and data elements required to provide precise reporting of results. Tracking reports offer an in-depth look at all aspects of campaign performance including the detailed summary of product penetration, balance and profitability across key customer segments; a concise view of opportunities for profitable growth and priorities for future campaigns; continuous adjustment of strategy to fit business dynamics and a breakdown of the cost of acquisition and return on investment.