How does DXM leverage data more effectively to help solve your marketing challenges?
DXM has developed a proprietary suite of products on the platform,
each specifically designed to enhance and optimize specific marketing accountabilities including segmentation,
market potential analysis, engagement, acquisition and retention, and measuring ROI.
Leveraging our database of 260+ million customers and 800 demographic variables, custom predictive models are created from existing customer files to identify prospects individually scored based on purchase and loyalty propensity.
Enhanced Opportunity Assessment
Performance data is combined with modeled prospect audiences where variables are correlated to help determine marketing spend allocation all the way down to the household level. Our geospatial division, Spatial Insights analyzes and visualizes geographic performance opportunity at the DMA, regional or state level.
Modeled audiences are connected to their anonymized online identity and where unique behaviors are identified based on activity on smartphones, tablets, desktop computers, connected TV and other digital devices over the past 30 to 90 days. These behaviors help inform insights to inform content strategies and tactics and target segments likelihood to engage.
Enhanced 1:1 Channels
XactEngagement takes direct marketing beyond mail and email, offering the ability to communicate 1:1 in mail, display, addressable TV, social, search PPC and Adwords as well. By onboarding prospect models into the marketing cloud, ads can be served directly to your target audience right when the identified intent-to-purchase triggers occur. This eliminates waste and makes buys more efficient.
Enhanced Measurement to Include ROI
This is not a last-click, last-touch, or algorithmic attribution. It’s based on actual sales or leads – not surrogate or proxy digital conversions – so it provides a true estimate of ROI. Client’s customer files are matched to an exposure file to show which customers were exposed to a specific campaign and compared against a randomly-selected control group held out to estimate a true conversion rate for each specific medium.