We are rushing headlong to the seamless integration of consumer tracking and targeting across all “platforms.” We believe the further blending of more traditional “offline” segmentation and targeting tools into the online marketing system raises disturbing privacy and consumer protection issues. Yesterday, Comscore announced that “the addition of Acxiom’s PersonicX segments to the comScore Segment Metrix service for the U.S. market. This powerful new offering is targeted at advertising agencies and marketers seeking higher performing online media plans… PersonicX is a household-level segmentation system developed by Acxiom and used by marketers that groups consumers into 70 different lifestage-based segments based on several demographic variables… Predictive of U.S. consumer behaviors, media preferences, shopping patterns, and financial needs, marketers rely on Acxiom’s PersonicX to target more specific segments in an offline environment than is possible using simple age breaks. comScore Segment Metrix – PersonicX now enables marketers to reach these targeted segments via online as well as offline media, helping marketers better hone their messaging strategy, value proposition, and media placement… said Tim Suther, Acxiom senior vice president for digital marketing services. “The unparalleled insight into the interests of various lifestage interests created as a result of this partnership will allow marketers to generate enhanced planning strategies driven by improved segmentation and better execution by using targeting approaches that accurately align their online and offline marketing efforts.â€
