Data and marketing services firm Acxiom has announced a partnership with independent Australian research company Roy Morgan, helping marketers to find and target their most valuable audiences on Facebook. Roy Morgan’s data will be fused with Acxiom’s to combine off-line and online information about customers and improve cross-channel targeting.
Acxiom’s datasets, compiled from more than 150 sources and covering 16 million Australians, can now be used to find look-alikes for Roy Morgan’s consumer segments and across millions of Australian Facebook users. Dentsu Aegis Network and OmnicomMediaGroup are among the early adopters and have campaigns starting this week using the combined technology.
Acxiom ANZ Managing Director Dean Capobianco says “We are in discussions with all major media buying groups, as well as our publisher network, to extend this opportunity beyond Facebook’. Four months ago, Roy Morgan announced an exclusive partnership with location technology provider AdNear, allowing its Helix Personas segments to be targeted on over 11 million mobile devices across Australia and New Zealand.