Fuse blends Acxiom’s identity and data enhancement specialisms together with the digital experience design capabilities of MullenLowe Profero. The end-to-end solution will help brands create data-driven customer experiences and creative programmes that drive customer and lifetime value. It will employ an extensive mix of capabilities across digital platforms, media, digital content and CRM and tools for managing loyalty strategy, customer journey development, experience design (UX/UI), content strategy, conceptual creative and production.
According to MullenLowe Profero research, a quarter of consumers are frustrated with brands that don’t seem to understand them and a similar number of those surveyed seek out brands that use technology to personalise the customer experience.
David Keens, Vice President of Product EMEA at Acxiom, said: “We see our clients succeed most when the focus is on providing exceptional personalised customer experience. I’m really excited to see how the brilliance of MullenLowe Profero and Acxiom has come together with the ingenuity of our martech partners. This alliance takes personalised experiences to the next level.”
Powered by Acxiom, the Fuse solution accesses one of the world’s largest and most trusted data resources to accelerate and create personalised intelligence. The Customer Data Platform (CDP) creates a persistent unified ID for every customer, by continuously collecting customer data across all channels and devices. This data is then unified and ready to be used within a wider marketing ecosystem, ensuring the most relevant messages reach the most receptive audiences.
Dean Lanzman, Head of Data at MullenLowe Profero, said “Martech alone often fails to deliver promised returns. Together with Acxiom and CDP tech, our combined muscle will help our clients take back control of their data and deliver more value among the ubiquity of one-stop tech solutions.”