Marketing and Business Intelligence vendor Data Axle unveiled Audience360, its suite of data management capabilities that consist of front-end data capture, data management, and data distribution. Enterprise data is ingested via APIs or FTP and then processed through a suite of cleansing, standardization, enrichment, identity resolution, and deduplication modules.
Data Axle offers US and Canadian business, consumer, and B2C linked datasets for enrichment and identity resolution. Data Axle also announced significant improvements to its reference databases. That announcement will be covered in tomorrow’s post.
Once cleansed and enriched, data can be sent to a broad set of enterprise platforms, including:
- CDP: Tealium, ActionIQ
- CRM: Salesforce, MSD 365, Sales Genie (Data Axle’s Sales Intelligence service that provides a set of SFA capabilities)
- MAP: Adobe (Marketo), Oracle Marketing Cloud (Eloqua)
- Cloud: AWS, Snowflake, Google Cloud, Azure
- DMP: LiveRamp, Lotame, TradeDesk, Oracle Data Cloud, and half a dozen other programmatic platforms. Data Axle supports nearly one billion hashed emails to assist with targeting.
- BI platforms: Adobe, HCL Unica, Alterian
“A lot of people struggle with the rigidity of some of the tools that are out there,” explained Data Axle SVP of Client Technology Solutions Sal Pecoraro. “People think that when they buy a marketing cloud platform, it does all the data hygiene work.”
Audience360 lets data analysts and operations teams “design data capture, data management processing, and distribution into the system that they need,” continued Pecoraro. It doesn’t matter whether the platforms are on-premise or hosted in the marketing cloud or S3 buckets on Amazon.
Pecoraro emphasized data security with encryption both in transport and at rest. “If they need to anonymize data, we can match IDs, etc. So, if there are security concerns about exporting their data to us, we can handle that through encryption and anonymization.”
He also positioned the solution as more flexible, quick to implement, and less expensive than other solutions, with a strong ROI. Platform flexibility is “the most important thing, with support that goes beyond CDPs. Furthermore, alternative platforms are expensive, ”large investments.” This “rigidity” and high cost make it difficult to define a strong ROI and use case.
Conversely, “ours is much less expensive, quicker to stand up, more flexible to have those components that you need added. You can add or remove things over time. It’s not a black box or rigid solution that you can adjust as your business changes. But I think flexibility [and] speed to market is some of our core value.”
And because the platform is service-based, companies don’t need to worry about training, upgrading the platform, or managing bug patches. “We take requirements, we do configurations, we build automations, and we plug in on data receipt and export.”
Due to the system’s flexibility, pricing is bespoke based on volume, processes, and integrations. Pricing is generated by the requirements gathering team, and implementation is passed to a design and implementation team. Later, ownership is managed by a post-implementation support team.
Audience360 offers an “iterative process” that lets clients add or remove processes, data sources, and integrations.
As Data Axle offers three datasets, a broad set of linkages are supported, including households, corporate families, business/consumer, and employment.
Audience360 is generally available.
Clients include multiple healthcare companies and a large telco. The service also supports retailers, financial services, and travel/leisure.
Continue to part II which covers Data Axle’s expanded US data coverage.