Acxiom is a prominent data broker and marketing technology company, known for its expertise in customer intelligence. Here is a detailed overview:
History
- Acxiom was founded in 1969 by Charles D. Ward as Demographics, Inc. in Conway, Arkansas.
- In 1972, the company was renamed to Conway Communications Exchange.
- The name was changed again in 1980 to Acxiom, derived from the words "accurate" and "axiom".
- Over the years, Acxiom has grown through acquisitions, including companies like Claritas and EMEA.
Business Operations
- Acxiom collects, analyzes, and sells consumer data for marketing purposes. They compile information from public records, consumer purchases, warranty registrations, and other sources.
- Their services include data management, identity resolution, customer analytics, and marketing automation.
- Acxiom provides data enhancement services, helping businesses to enrich their customer databases with demographic, behavioral, and lifestyle information.
Products and Services
- InfoBase: A comprehensive database with information on nearly every American household.
- Personicx: A segmentation system that categorizes consumers into different lifestyle segments.
- Real Identity: A service aimed at identity resolution to connect multiple data points to a single identity.
- LiveRamp: A data connectivity platform that was spun off as a separate company in 2018 but still closely tied to Acxiom's operations.
Controversies and Privacy Concerns
- Acxiom has faced scrutiny over privacy issues, especially with how it handles consumer data.
- In 2013, reports highlighted that Acxiom was one of the largest holders of consumer data, raising concerns about data security and privacy.
- The company has been proactive in improving data security practices following breaches and has engaged in dialogues about consumer data rights.
Recent Developments
- In 2018, Acxiom announced the sale of its AMS (Audience Measurement Solutions) to Interpublic Group, focusing more on its marketing services.
- The company has been adapting to new regulations like the GDPR in Europe and the CCPA in California, which impose stricter rules on data handling.
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