Acxiom is a leading data solutions company which specialises in database analytics and marketing technology. It offers a broad range of CRM-related marketing services including digital marketing, consumer insight, consultancy and identity verification solutions. These services are underpinned by a vast data collection which provides information on around 700m individuals worldwide and feeds billions of customer relationships on behalf of more than 7,000 corporate clients. It claims to execute more than 1 trillion transactions every week. US residents are now able to access some of the information held on them directly via Acxiom's own website. The company was originally founded in 1969 as Demographics, later becoming CCX before adopting its current name in 1988. It has expanded considerably through acquisition both in the US and internationally. One of its many such purchases was of the database marketing operations of rival ChoicePoint Precision Marketing in 2008. It added digital marketing analytics platform LiveRamp in 2014, and is refining its focus on data marketing with the sale of its smaller infrastructure and hosting division in 2016, as well as an email marketing unit which was a competitor to several key potential customers. Acxiom now has a global footprint, with offices in Europe and Asia as well as the US. Former aQuantive and Microsoft digital advertising exec Scott Howe is CEO; Dennis Self is president of the marketing services division. Despite the rapid growth of the marketing analytics sector, Acxiom's group sales have been stuck at around $1.1bn for several years; marketing and data services accounted for the bulk of that sum in 2015, or $805m. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
Capsule checked 24th March 2016
Adbrands Weekly Update 22nd May 2014: Acxiom, the data giant that is already making big inroads into traditional marketing services, acquired analytics firm LiveRamp for $310m. The smaller company is the leading data "onboarder", matching clients' existing customer data to key potential digital marketing platforms.
Adbrands Weekly Update 5th Dec 2013: Data collection and analytics giant Acxiom, already making its presence felt on the periphery of the traditional marketing industry, took a big step into the mainstream with a ground-breaking deal with media network Starcom MediaVest. Under the new multi-year arrangement, Acxiom will give SMV access to its Audience Operating System, which allows for extremely sophisticated segmentation of audience types. Starcom plans to combine that information with third-party data to offer clients substantially enhanced media targeting. This partnership is a huge deal for us," said Acxiom CEO Scott How, "because Acxiom has never had in its 40-year history a relationship with an agency." Previously it has always worked directly with marketer clients. Starcom has established a reputation as one of the first movers in innovative alliances with non-traditional partners. It also has joint ventures with Twitter and Yahoo to pool audience data.
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