Luth Research + Acxiom: Partnership on Marketing Segments Based on Behavioral Data
Luth Research's ZQ Intelligence™ Predictive Audiences Powered by Acxiom combine Luth's unparalleled insights derived from permission-based shopping behaviors and Acxiom's comprehensive InfoBase® data to fuel effective people-based marketing.
SAN DIEGO, Oct. 3, 2018 /PRNewswire-PRWeb/ -- As business enterprises attempt to find clarity in the ever-evolving world of people-based marketing data, Acxiom®,the data foundation for the world's best marketers, and Luth Research today announced a joint solution for marketers and their supporting agencies that enables more targeted omnichannel marketing with an end-to-end, privacy-compliant solution. Backed by Luth Research's 41 years of market research experience, the company's ZQ Intelligence data platform enables Luth's Predictive Audiences powered by Acxiom to pinpoint specialized audiences and consumer segments with sharpened accuracy.
Luth's ZQ Intelligence garners extensive, permission-based, passively metered consumer shopping behaviors across computers, smartphones, tablets and TV screens, and overlays the behaviors with attitudinal surveys. By uniting ZQ Intelligence's true integrated, multi-device behavioral analytics and Acxiom's InfoBase® data, one of the world's richest, most accurate and most ethically sourced third-party data sets available, businesses can create actionable audiences with the highest likelihood to be in-market, increasing the accuracy and relevance of a brand's marketing efforts and providing consumers with relevant offers.
"Acxiom is thrilled to work with Luth Research to further enable the unique cross-device, permission-based consumer insights they collect and curate. Using InfoBase as the ethically sourced data foundation, this new partnership will enable marketers and their agencies to fuel powerful data-driven customer experiences," said Bryan Donovan, Acxiom's Vice President, Data Strategy & Acquisition.
Luth Research is the only research company that owns and operates both a passive metering technology measuring across screens and a widely used consumer panel. Built upon this foundation, ZQ Intelligence brings to businesses a new type of impactful data grounded in behavioral science from a single-source perspective.
ZQ Intelligence stays at the forefront of permission-based behavioral tracking instead of only surveying people about what they do. The digital data we source covers how consumers shop for CPG, travel, auto, online education, health, and technology, as well as how they consume entertainment and content across computers, smartphones, tablets and TV. The resulting audience segments have unparalleled precision for targeting and relevance.
These audiences will either be custom or off-the-shelf, available through Acxiom's Audience Cloud® and the LiveRamp® Data Store. Both Luth Research and the patented Acxiom Safe Haven® data management framework provide powerful privacy protections, assuring the ethical use of data while increasing the accuracy and predictive power of marketing efforts.
"Luth Research is excited to expand our relationship with Acxiom to leverage their people-based audience data and omnichannel delivery platforms, which provides a global digital marketplace for data partners and buyers alike," notes Roseanne Luth, Chief Executive Officer.
About Luth Research
Luth Research is an industry leader in providing superior digital data based on passive behavioral tracking via its ZQ Intelligence platform. We empower marketers and business decision makers to develop deep learning about consumer behaviors in an increasingly digitally connected world. ZQ Intelligence brings unprecedented visibility into in-app data, the interplay between TV and digital, the multi-dimensional touchpoints that are most influential on consumer decisions. Discover how we can add value to what you do today at: http://www.luthresearch.com
About Acxiom
Acxiom provides the data foundation for the world's best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI. A leader in identity and ethical data use for nearly 50 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. Acxiom is a registered trademark of Acxiom LLC. For more information, visit http://www.Acxiom.com
SOURCE Luth Research
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