MRI-Simmons, the essential consumer truth set, today announced the launch of Activate Campaign Targets (ACT), an advanced modeling and activation tool for marketers. Built on MRI-Simmons’ Insights platform, ACT is the first product within DataHub, a new solution set that allows marketers to enrich first party data, tie transactions to insights, and leverage MRI-Simmons data for activation – helping to drive engagement, loyalty, and create new acquisition targets.
For Marketers, ACT solves a number of challenges common in the activation process. Chief among those challenges is the difficulty that activation teams encounter when attempting to re-create complex consumer targets provided by their planning teams. This is especially true when the data set used in the planning process is not available within the activation platform. Lack of transparency is equally challenging, with marketers having little clarity around the originating source of data. These challenges lead to substantial waste and trust concerns in the industry.
