Acxiom Launches Digital Recognition, Connecting Online and Offline Identity for True Omnichannel Personalization

Acxiom^®, the connected data and technology foundation for the world’s leading brands, announced a significant expansion of its Digital Recognition solution, powered by Real ID, which connects digital signals to Acxiom’s proven offline identity assets, powering superior customer recognition, personalization, and open omnichannel orchestration.

Acxiom’s Digital Recognition results included a 10% increase in website conversion rates, up to 50% higher recognition rates for email remarketing, and 57% lower cost per conversion.

With marketers citing limited visibility into pseudonymous site visitors as a top barrier to performance, according to “Data and identity: From marketing capability to company asset,” this differentiated offering delivers measurable results directly addressing these limitations.

Acxiom’s Digital Recognition results included a 10% increase in website conversion rates, up to 50% higher recognition rates for email remarketing, and 57% lower cost per conversion.

Unlike black-box digital identity solutions built primarily for digital advertising use cases, Acxiom’s Digital Recognition solution supports integrated online and offline campaigns.

The result is higher conversion rates and return on marketing spend through more effective personalization and the ability to retarget pseudonymous site visitors across online and offline channels. With digital recognition, brands can use these visitors to model brand controlled lookalike audiences for more efficient acquisition compared to third-party audiences alone.

“The rules of identity are changing,” said Keith Camoosa, Chief Product and Technology Innovation Officer at Acxiom. “With the loss of third-party cookies, digital signal confidence is low and requires a hybrid approach to personalization that incorporates household level insights when hyper-personalization is not possible. Real ID’s unique ability to connect online signals to offline data allows brands to recognize people for longer periods of time and engage them across channels. With only 35% of brands using household identifiers for recognition today, this marks a significant opportunity.”

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How Guitar Center Turned Site Visits into Personalized Engagement

Guitar Center, the leading retailer of musical instruments, lessons, repairs, and rentals in the U.S., was an early adopter of Acxiom’s expanded Digital Recognition capabilities. With more than 90% pseudonymous website visitors, the company knew it had significant opportunity with digital recognition to deliver personalized experiences, increase conversion rates, and improve customer lifetime value.

“Prior to Acxiom, we could recognize 23% of site visitors among traffic on guitarcenter.com,” said Alex Fernandez, Sr. Director of CRM at Guitar Center. “After integrating Acxiom’s Real ID, we are able to recognize 35% and that continues to increase over time. By bringing Real ID into our Salesforce stack, we now have full visibility into both our frequency of tagging and the effects of our automated optimizations – something the previous vendor couldn’t provide.”

By integrating Acxiom’s Real ID into Guitar Center’s existing Salesforce Marketing Cloud, Guitar Center is now able to re-engage known customers who visit their websites pseudonymously through personalized emails with a new level of control and transparency not available through their previous black-box solution.

The results included more than 50% lift in recognition and 30% more accurate customer records available for personalization. In addition, the integration of Real ID into Guitar Center’s Salesforce stack allowed them to orchestrate more of the customer journey directly through Salesforce, delivering improved personalized customer experience while increasing utilization of their Salesforce investment.

“Acxiom Real ID integrated seamlessly into our existing stack with minimal implementation effort,” said Nahum Garcia, Director of Customer Data at Guitar Center. “Within a few weeks, we were able to transform previously sparse web signals into a much richer dataset that supports deeper segmentation, personalization, and activation across our customer data platform.”

Acxiom’s Digital Recognition Solution

• Persistent recognition for cookie-less blind spots: Hybrid recognition options that use the digital signals available to increase recognition by up to 50% and extend the ability to identify return visitors over time.
• Transparent, brand-controlled audiences: Eliminate the black box. Site visitor data is returned to the brand for online-to-offline journey orchestration and lookalike model creation.
• Innovative digital identity: Real ID connects digital signals to rich offline intelligence, unlike other digital IDs built primarily for advertising use cases.