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Audience Acuity

Enterprise Identity Management

Marketing Services

The marketing services ecosystem is the largest sector Audience Acuity supports; including clients across a diverse landscape of consumer engagement options driven by AdTech, MarTech, and traditional direct marketing.

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AdTech vs. MarTech

AdTech vs. MarTech

The fundamental difference between AdTech and MarTech is their respective target audience. AdTech targets anonymous audiences via digital channels, whereas MarTech generally targets known customers across digital and offline channels. These environments have historically operated in separate environments at the expense of the firm’s return on ad spend.

Marketing Services Challenges

Consumer behavioral shifts accelerated in the pandemic. Brands and their service providers face significant pressure to embrace digital transformation to support growing consumer expectations. While also driving profitable revenue growth. Yet, the biggest challenge for most firms is ecosystems of technology, personnel, and measurement skill gaps that exist for unifying and using the underlying data to drive these transformations.

Consumer behavior changes that marketing services has to support.
Key Trends in Marketing Services
Durable Identifiers
As a result of Google’s third-party cookie deprecation and Apple’s IDFA policy change, marketers are focused on implementing identity data and strategies that can serve as a more durable replacement for tracking, profiling, and targeting.
MarTech & AdTech
Identity management strategies to support and amplify marketing and media processes is. This includes audience targeting, measurement, and personalization for known and anonymous audiences. Further, we provide reach across connected devices and channels to provide relevant, personalized experiences that improve engagement.
Data Collaboration & Monetization
Leveraging 1st party data to create efficiencies in ad targeting, reach and attribution in a privacy compliant and secure environment has become a key initiative for many firms. Blending other brands 1st party data via matching and linking disparate first-party data sets is a growing trend to create more informed people-based targeting.  
Direct to Consumer
The consumer behavior brought on by the pandemic has firms focused on developing expanded consumer profiles that can be used to better understand, target, and reach individuals, and households, for direct relationships.
Return on Ad Spend
The shift of budgeted ad spend to performance-based use rather than branding. As such, firms are hyper-focused on maximizing the return on media investments. 

Specific Impact We Provide for Marketing Services

Customer Journey

Data that enables the implementation of omnichannel customer journey management at the individual level. This results in eliminated ad spend waste associated with digital audience profiles and/or bot traffic through exclusive targeting of people-based audiences. 

First-Party Identity Graph

Development of brand-specific first-party identity graphs that result in persistent, people-based, audience member profiles for customers and prospects.

Consumer Engagement

Employ real-time identity resolution and lead scoring to direct consumer engagement and retargeting focus on inbound inquiries according to resemblance to ideal customer profiles.

Activation

Activation of the offline customer and prospect data for use digitally and/or enabling digital engagement to be the precursor to offline follow-up, without suffering data leakage.

Individual Profiles

Improve ability to engage and convert individual consumers. Develop comprehensive profiles that enhance an individual’s brand-specific consumptive and engagement behavior with their broader consumption behavior across 15 categories including property ownership, vehicle ownership, transactional behavioral, and digitally observed behaviors.

Data Collaboration

Enable 1st party data collaboration that results in precise target audiences at scale. Operate in full compliance with all privacy legislation.