DataXu is a Cloud based digital marketing platform, and can be run completely by DataXu, or by your organization. The service it offers is divided into two main activities:
- Customer Intelligence – This is implemented in the Data Management platform which pulls in data from real-time, historic, first and third party data sources. Visual discovery tools and analytics allow insights to be gleaned from massive amounts of data.
- Customer Engagement – facilitated through the Demand Side Platform allows marketers to determine which prospects to target, how they are targeted and how much should be paid to reach them.
Several add-ons are available including:
- Algorithm Marketplace recommends algorithms based on variables such as channel, performance, targeting and delivery objectives. Custom algorithms can also be built.
- DataXu for Guaranteed Media – identifies which of the target audience map to a specific premium impression.
- DataXu for Brand Lift – uses multivariate analysis to isolate characteristics most likely to drive lift.
- DataXu Ad Server – traffics all media files across the display, video and mobile campaigns.