Omnicom has launched Acxiom Fan Graph, a sports marketing intelligence solution designed to provide brands with a unified view of sports fandom by combining data across media, commerce, attendance, purchases, participation and consumer identity.
The company has introduced the platform to address challenges faced by marketers in measuring the impact of sports marketing investments. According to Omnicom, brands have often relied on metrics such as reach, impressions and exposure, while lacking visibility into how fandom influences engagement, purchasing behaviour and long-term customer value.
Built on Real ID™, Acxiom Fan Graph has connected intelligence across 260 million consumers in the United States and 2.6 billion consumers globally. The platform has been made available through Omni, Omnicom’s marketing intelligence platform.
Omnicom has stated that the solution enables marketers to support audience planning, creative development, media activation, commerce opportunities, sponsorship strategy, athlete partnerships and campaign measurement through a single view of sports fans.
The launch has expanded Omnicom’s sports and entertainment offerings, which include commerce, media, sponsorship strategy, experiences, athlete partnerships and measurement services. The company has reported managing $9.9 billion in sponsorship influence, overseeing one in three sports media dollars, maintaining more than 500 partnerships across leagues and platforms, and having visibility into over 20,000 sporting events annually.
Omnicom has also announced that it will discuss Acxiom Fan Graph during a session at Cannes Lions on June 23.
“Sports has become one of the world’s most powerful cultural and commercial forces, yet marketers still struggle to connect fan engagement to business outcomes,” said George Manas, Chief Growth & Solutions Officer at Omnicom.
“Fan Graph changes that. By creating a unified view of fandom, we’re helping brands better understand their audiences, activate them more effectively, and measure the impact of sports investments with greater precision and accountability.”
