September 12, 2018 - Ray Schultz of MediaPost writes: Acxiom has introduced an open data framework for creating an omnichannel view of customers.
The Unified Data Layer (UDL) uses cloud architecture to help firms connect their martech and ad-tech ecosystems. In addition, it allows them to ”abstract the data layer out of the chaos, and manage identity orchestration,” says Christopher Lanaux [pictured], chief technology officer for Acxiom.
Brands can use UDL to build a “conversational series of touchpoints,” Lanaux continues. “Email is one of the gateways into that conversation, but how do you integrate into the rest of the digital ecosystem?”
UDL also helps brands “cross the known to the unknown” — the offline world, Lanaux says. He adds that it facilitates:
- Transparency of measurement
- Understanding who the person is at a people-based level
- Orchestrating data and feeding it back into other systems to ensure consistency. More...