Acxiom, a customer intelligence company, integrated its Real Identity feature with enterprise customer data platform (CDP) Treasure Data to enable full-funnel personalization, measurement and attribution and help brands identify, acquire and retain customers while relying on cookie-less technologies.
Real Identity™ is designed to synchronize identity data used across the enterprise to allow brands to configure specific recognition rules, groups and global identifiers. The new integration seeks to improve data collection and identification via Acxiom’s universal first-person cookie tag (rTag), making it accessible everywhere and helping brands to build more complete views of customer journeys across all channels.
“Working with Treasure Data on these deep integrations is yet another next step in our successful partnership,” says Eugene Becker, EVP and GM, Global Data and Identity Products at Acxiom, in a statement. “Wide scale adoption of consumer experience applications creates new demand to seamlessly integrate identity and data. Finding new ways to identify customers, deliver insights and activate audiences will be critical to delivering a robust marketing ROI. The combination of Acxiom’s Real Identity™ and Treasure Data’s CDP will help brands achieve this.”
This marks the second collaboration between the companies, as Acxiom recently integrated Treasure Boxes, Treasure Data’s CPD solutions library, into its platform to provide its customers with prebuilt sets of code and applications to help them unlock more value from their CDP.