Also, although AOS has been referred to as a data-management platform, it does more than the average DMP, Affinito said. “DMPs can match data sources, but we weren’t happy just doing that,” he said. Besides matching data sources, AOS gives users insight into campaign results and other targetable audiences through its reporting feature and filters for demographic data, income, interests, vehicle types, recent transactions, etc. Its campaign optimizer app also lets marketers match offers to different channels based on an analysis of each channel and various factors.
“This is the first time ever that you have all these data sources: first-party data, third-party data, unstructured data, structured data — all at your fingertips and be able to clean it and deliver it across multiple touch points,” said Nada Stirratt, CRO and EVP at Acxiom. “With this platform, consumers will have access to information that is much more relevant to them as individuals.”
AOS’s launch follows on the heels of its customer-facing product, Aboutthedata.com, which analysts and reporters anecdotally have noted contains numerous inaccuracies. When consumers update their information on Aboutthedata.com those changes are reflected in AOS’s databases as well. “These products are not really the same since Aboutthedata.com is aimed at consumers, whereas [AOS] is used by marketers, but if a consumer opts out through Aboutthedata.com, we will certainly acknowledge that,” Stirratt said.