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ILLUMINATE

Don’t be left in the dark funnel

Your prospects and customers are making their most important buying decisions in places you can’t see them. The “dark funnel”, a term coined in B2B marketing refers to prospects and buyers not making themselves known in research periods, and consuming content in channels marketers can’t capture, analyse, optimise or attribute for. But it’s not only an issue that plagues B2B marketers but B2C marketers too! So how can marketers shed a light on the dark funnel?

ILLUMINATE ILLUMINATE

Stop Being Ghosted

Google’s decision to phase-out third party cookies from 2024 means brands need a solution that allows them to responsibly collect the data necessary to continue with personalisation. The benefits to a company owning their first party data and incorporating that into their marketing strategy are numerous, including and not limited to: cost reductions, increases in accuracy, reliability and relevance, heightened security, user privacy and data protection, building trust with consumers, providing the business with control of their data and reduced reliance on third parties. But how can marketers personalise when 43% of their prospects and customers are using third party ad-blockers?

ILLUMINATE

ILLUMINATE provides a true end-to-end, first-party solution that empowers brands to collect and control their customer data to better understand and engage with website visitors, both anonymous and known, as unique individuals.

ILLUMINATE ENABLES YOUR BUSINESS TO:

  • Capture ghosts and target them in paid media efforts in a compliant way

  • Take full control over the data shared with third parties

  • Reduce latency and improve web performance

  • Improve SEO and Lighthouse Scores for more conversions

  • Enhance decisioning and customer journeys with real time behavioural data

  • Power your data infrastructure with built-in connectors to enhance customer profiles

  • Enhance your CDP or Data Warehouse with event analytics for attribution and measurement.

Put the power of your data back in your hands

ILLUMINATE deploys a first party tag in a brand’s own infrastructure in private cloud, replacing all of a brand’s third party data collecting tags on their website. The MetaRouter tag is able to collect that data because it is not being blocked and will communicate with third parties server side. This puts the power of the data back into the hands of the brand and not in the hands of the third party. ILLUMINATE server side tags virtually eliminates third-party tag loading, reducing web pages time to load which improves the customer experience for visitors

How does it work?

Bringing together MetaRouter ID unification, Data Profiling, Segmentation and Orchestration, and the Acxiom Customer Intelligence Cloud’s technology implementation and activation services, ILLUMINATE is an end-to-end solution that enables marketers to address the dark funnel and inform their marketing efforts with data that otherwise would have passed them by. Utilising Acxiom Customer Intelligence Cloud as part of ILLUMINATE, brand marketers can build audiences made of prospects that were previously “ghosts” and use Acxiom connectors to deliver them into their favourite platforms.

For more information please download brochure:

About Acxiom and MetaRouter

Partnering to empower brands to build, collect and own consented data to understand, engage and personalise their marketing for a future beyond cookies.

To find out more about the Acxiom and MetaRouter Partnership click here.