Actually, Accenture Song is a technology company

When it comes to its marketing services, Accenture is singing a different tune these days. After all, it wasn’t so long ago that one ERP Today staffer was talking to Accenture Interactive leadership about marketing campaigns, as encompassing the very visual and creative fields of advertising, websites and billboards. But Accenture Interactive’s rebranding to Accenture Song in 2022 is more than just a rebrand job, and a clear pointer to Accenture’s ambitions in CRM and customer data.

One only needs to take look at Accenture’s acquisitions in the last few years as undertaken to complement the Song subsidiary. 2024 saw Accenture acquire Unlimited, a London integrated customer engagement agency which provides deep expertise in behavioral science, customer strategy and CRM activation. According to Accenture Song, the deal further bolsters its capabilities to drive marketing transformation, relevance, and growth for its clients as it continues to position as itself as “the world’s largest tech-powered creative group.”

In February, Accenture assimilated into Song the German company Mindcurv, a cloud-native digital experience and data analytics company specializing in composable software, digital engineering and commerce services. Its clients span across several industries, including manufacturing, retail, consumer good, life sciences and chemicals. It is also a certified member of the MACH Alliance, meaning it adheres to set standards on delivering open and transformative technologies and solutions at scale.

The same month saw the acquisition of GemSeek, a leading customer experience analytics provider based in Bulgaria which helps global businesses understand customers through insights, analytics and AI-powered predictive models.

A month later Accenture bought The Lumery, a Melbourne-based marketing technology (martech) consultancy that helps leading organizations deliver seamless customer experiences and transform their marketing services.

Heading to Asia, and we find media and marketing technology company Jixie now part of Accenture Song. Jixie’s intelligent digital marketing platform and team has been integrated into Accenture to strengthen its marketing transformation capabilities for APAC. Headquartered in Singapore, Jixie focuses on servicing clients in Indonesia with a comprehensive suite of monetization and marketing growth tools. Its platform, Accenture reports, is a robust advertising ecosystem that connects publishers and brand owners with the ability to co-create solutions through reliable customer insights. This transforms marketing from a fragmented process with limited control into a strategic priority, amplifying simplicity while safeguarding brand safety, consumer data and privacy for clients.

And finally, over in ANZ, the end of 2022 saw Fiftyfive5 don an “Accent on the Future” and join the purple services giant. The  customer insights and advisory business was acquired to strengthen Accenture Song’s ability to help clients tap data insights and performance marketing to accelerate growth and innovation across Australia and New Zealand.

What this means for ERP Insiders

Accenture Song is significantly enhancing its capabilities in customer data to better serve clients in an increasingly data-driven marketing landscape. By focusing on advanced technologies and integrated solutions, the company is positioning itself as a leader in customer relationship management (CRM) and marketing transformation. Here’s how Accenture Song is building out its customer data capabilities on a global scale:

• Data-Driven Customer Insights: Accenture Song is leveraging advanced analytics and AI to deliver deeper customer insights. By analyzing vast amounts of customer data, the company aims to better help clients understand behavior patterns, preferences, and trends, enabling more personalized and effective marketing strategies.
• CRM and Data Activation: With a strong emphasis on CRM, Accenture Song is integrating data across multiple touchpoints to create a 360-degree view of the customer. This integration allows businesses to optimize customer engagement, drive loyalty, and improve retention through targeted, data-backed interactions.
• Behavioral Science Integration: By combining data with behavioral science, Accenture Song is helping clients optimize their marketing strategies to align with how customers actually think, feel, and act. This approach allows for more meaningful and relevant customer experiences.
• Advanced AI and Predictive Analytics: Accenture Song is incorporating AI-driven tools to predict customer needs and behaviors, allowing businesses to stay ahead of market trends. Predictive models help clients anticipate customer actions and deliver proactive, personalized marketing efforts.
• Composability and Flexibility: The company is focusing on composable architecture that enables businesses to quickly adapt and scale their marketing and data solutions. This flexibility allows organizations to respond to changing market dynamics while maintaining control over their customer data strategies.
• Cross-Channel Data Integration: Accenture Song is enhancing its ability to integrate customer data across various channels—online, offline, and in-store—creating a unified and seamless customer experience. This holistic view of the customer enables brands to tailor their marketing efforts more precisely and efficiently.
• Privacy and Data Security: As data privacy regulations become more stringent, Accenture Song is prioritizing the secure handling of customer data. The company is committed to maintaining the highest standards of privacy and security to ensure compliance and build customer trust.

Through these initiatives, Accenture Song is not only transforming the way businesses approach marketing but also helping them leverage customer data as a strategic asset to drive growth and innovation.

In other words, Accenture’s marketing services are moving more and more away from ads and branding. As is stands now, Accenture Song is a technology company, actually.