Accenture and Adchemy team to create enterprise-ready digital marketing platform
Accenture and Adchemy, the pioneer of audience relationship management (ARM), have formed a global alliance to help large companies and their agency partners build more effective digital experiences with their customers. The alliance will give clients a new way to identify, engage and acquire customers. As part of the alliance agreement, Accenture has taken a minority equity stake in Adchemy and Tim Breene, Accenture`s senior managing director of Strategic Initiatives, has joined Adchemy’s Board of Directors.
The alliance will extend the capabilities of Accenture Interactive, a business launched by Accenture in September that helps companies develop world-class digital marketing capabilities, enhance the development and management of their websites and online marketing capabilities, and optimize their online and offline marketing investments.
Accenture and Adchemy will team to offer an enterprise-scale technology platform, which includes software as a service and support, combined with best-practice methodologies, and a range of consulting services including analytics, Web development and digital managed services. Adchemy will provide its audience relationship management technology, which enables marketers to build relationships with anonymous consumers before they become customers.
Adchemy’s state-of-the-art Audience Management Platform uses science and data to help large marketers and their agencies connect with their audience in meaningful ways. Most companies face significant barriers in tailoring their digital marketing to each audience segment. Furthermore, functional departments often have their own siloed relationships with audiences, forcing the interaction to re-start at each consumer touch point. The Adchemy platform is used by clients to manage the entire marketing experience, allowing marketers to efficiently deliver customized and continuous interactions with audience members at mass scale to maximize engagement and conversion.
Adchemy’s platform will be integrated with the Accenture Intelligent Digital Platform, a solution that combines leading-edge technology and analytics to analyze customer behavior and deliver compelling website experiences. Combining the two platforms will provide a single platform that for the first time allows marketers to have visibility into and optimize the end-to-end consumer experience across the major forms of online and offline marketing.
"Our strategic investment in this new alliance will enable our joint clients to take advantage of audience relationship management technology to manage the consumer experience all the way from the media buy and ads to the website visit and finally to the sale," said Tim Breene, senior managing director of Strategic Initiatives at Accenture. "It will also enable companies to continually refine this value chain through the constant feedback of insight and analysis, ultimately resulting in more efficient and effective online marketing campaigns."
Accenture Interactive and Adchemy will focus primarily on large enterprises and their agency partners seeking to grow their digital channels, maximize digital marketing return on investment and reduce customer acquisition costs. Last month Procter & Gamble became the anchor client of Accenture Interactive under a multi-year agreement in which Accenture will be P&G`s primary Web technology infrastructure and services provider.
"New digital channels such as search have been dominated by new entrants and very few of the Fortune 1000 have fully taken advantage of the new opportunities in digital," said Murthy Nukala, chairman and CEO of Adchemy. "Many larger companies and their agencies have unique business needs, technology hurdles, integration complexity, and outsourcing requirements. Our alliance provides these clients with a trusted, enterprise-scale partner with a global footprint and the requisite expertise in technology, outsourcing, and strategy to fully achieve digital marketing success."