Acxiom InfoBase
The top five consumer data vendors include the credit reporting giants Experian and TransUnion, the marketing specialists Epsilon and Acxiom, and the technology conglomerate Oracle. In addition, there are a handful of consumer data cooperatives like Alliance that ingest first-party data from their coop members and after utilizing AI to integrate the data with its other member’s first party data, they push the updated and enhanced data back out to its members.
We utilize Acxiom’s InfoBase Datafile because it provides accurate third-party descriptive and touch point data on nearly all addressable U.S. consumers. With this single source we can obtain comprehensive insights with more than 1,500 demographic attributes for virtually all US consumers and households.
Using AI to Build Your Awareness Audience
AI models are fed huge amounts of data from a variety of sources like public property records, consumer purchase history and demographic data like household income, homeowner age and home values.
Once the data is collected the algorithmic machine learning models analyze the data to identify subtle patterns that indicate future flooring replacement. The more advanced models like ours are continuously updated with real-time signals to ensure the data is fresh and the predictions are accurate.
Once the data is analyzed the AI model generates a “propensity score” for each consumer household in our flooring dealer’s market territory. This score represents the likelihood that they will undertake a renovation project, including flooring replacement, within a specific time frame such as the next two years. These households are added to our dealer’s Awareness Audience so we can serve the appropriate ads to their mobile phones, tablets, desktops and connected home televisions (CTV).
