Its data management platform Turbine outpaces benchmark in predicting consumer purchase intent and interests
BestMediaInfo Bureau | Mumbai | September 15, 2016
Programmatic audience company Xaxis announced the results of a comScore global validation study, which verified the predictive accuracy of its data management platform (DMP), Turbine. comScore found that Turbine outperforms the comScore benchmark in accurately predicting consumer purchase intent and interests across its proprietary, real-time audience segments.
The result highlights Xaxisâ understanding of consumer intent and the companyâs ability to decipher complex in-market purchase signals to increase engagement throughout the consumer journey. Xaxis and comScore plan to work on an ongoing basis, to continue verifying the accuracy and performance of Xaxisâ Turbine audience.
In the study, comScore assessed Xaxisâ segments for accuracy by validating Turbineâs audience data against the 1.9 trillion interactions observed by comScoreâs global monthly census. The comScore validation adds an additional layer of accountability to Turbineâs proprietary audience segments, demonstrating that they deliver to the intended targets across addressable media, including mobile, display, social, online video, connected TV, Internet radio and digital out-of-home.
"comScoreâs validation of Xaxisâ Turbine data management platform (DMP) demonstrates the quality of the audience Xaxis brings to the market,â said Arshan Saha, Vice-President of Xaxis South and South East Asia. âWith this audit, our clients can feel more confident in their campaigns when partnering with Xaxis due to its ability to understand consumer interest and intent.â
âFor digital advertisers, personalisation and the ability to deliver customised messages to the right audience across all of their devices is critical,â said Atique Kazi, Director, Xaxis India. âThe comScore validation demonstrates the predictive capability of our audience segments, which is crucial in ensuring that advertisers are connecting with consumers who are truly receptive to their messages.â
Xaxisâ Turbine DMP responds to changes in behavioural patterns inferred from aggregated data points to create proprietary audience segments that can be actioned across addressable media. Through Xaxisâ close relationships with the worldâs largest media companies, Turbine offers clients unique insights into the behaviour of their target audiences.