Connecting the customer journey for better marketing performance

Challenge

The efficacy of collecting paid media impressions via cookies had steadily declined over time, limiting the organisation’s ability to accurately measure campaign effectiveness. As a customer-centric business, the financial services provider needed to connect individual-level data across website visitors, conversions, paid media, direct mail, and other marketing channels to achieve meaningful attribution insights.

Solution

Acxiom implemented Real Identity’s first-party tag solution across owned and paid media to replace media impressions from traditional ad serving logs.

This approach:

• Provided brand-owned data capture across paid and owned media
• Captured real-time data, reducing insight latency
• Increased match rates and captured more data across all browsers
• Improved attribution and measurement