Kasasa Expands Audience Measurement and Reporting Capabilities with Acxiom

Drew May

Drew May

CONWAY, Ark.–(June 26, 2019)–Acxiom, the data and technology foundation for the world’s best marketers, today announced it has entered into a new multi-year engagement with Kasasa®️, a financial technology and marketing provider committed to driving results for over 900 community banks and credit unions by helping them attract, engage and retain customers.

As consumers interact with brands across a growing number of screens and channels both online and offline, it becomes increasingly difficult for marketers and marketing services providers to know which parts of their marketing strategy are working. As a result, accurate data-driven omnichannel measurement and reporting is critical to help marketers analyze the performance of each channel and make better-informed decisions about how to deliver the best customer experience and where to invest their marketing resources accordingly. According to IAB and Winterberry Group’s “The Outlook for Data 2019: A Snapshot into the Evolving Role of Audience Insight,” cross-channel measurement and attribution remains the highest priority for using data among digital marketing and media practitioners for the third year in a row, followed by cross-channel audience identification and matching.

To further enhance its omnichannel measurement and attribution, Kasasa will use Acxiom’s Unified Data Layer analytics solution, a fully managed service that integrates data from disparate offline and digital sources, creating a complete, omnichannel customer view and enabling omnichannel analytics and measurement in a privacy-conscious manner. Kasasa will also use Acxiom’s Audience Data and Identity Management Solutions to identify prospective and priority audiences based on individual bank branch locations and, in conjunction with its enhanced omnichannel measurement and attribution, optimize their marketing campaigns and spend to attract customers across all channels.

“Being able to identify and engage your best customer as they move along a tangled offline and digital path requires sophisticated data insights that are ethically sourced and privacy-compliant,” said Drew May [pictured], Chief Customer Officer at Acxiom. “With Acxiom’s Unified Data Layer analytics solution, Kasasa can bring together offline and digital data with unprecedented accuracy and consistency to continually optimize their marketing across channels—and do so with the highest confidence that they’re protecting the consumer’s privacy.” More...