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50 Smartest Companies of the Year 2019

Enabling people-based marketing everywhere: Acxiom

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Acxiom is a Conway, Arkansas-based database marketing company. The company collects, analyzes and sells customer and business information used for targeted advertising campaigns. The business that became Acxiom was founded in 1969 as Demographics, Inc. by Charles D. Ward in Conway, Arkansas. In 1988 it became Acxiom Corporation, and by 2012, the NY Times reported that the company had the world’s largest commercial database on consumers. The company was formed in 2018 when Acxiom Corporation spun off its Acxiom Marketing Services (AMS) division to global advertising network Interpublic Group of Companies. The company has offices in the United States, Europe and Asia.

Acxiom provides anonymized customer data to marketers, allowing the delivery of more relevant ads to consumers, with more effective measurement. Acxiom's client base in the United States consists primarily of companies in the financial, insurance and investment services, automotive, retail, telecommunications, healthcare, travel, entertainment, non-profit and government sectors.

Acxiom's headquarters is located in Conway, Arkansas, United States. The company has additional U.S. offices in Austin, Texas, Downer's Grove, Illinois and New York, New York. International offices are located in the United Kingdom, Germany, Poland, and China.

What They Do

DATA

Acxiom data sources include an impressive list of comprehensively vetted and trusted data sources. >1,000 consumer traits and details. >3,500 specific behavioral and propensity models- Online and offline insights. Acxiom is trusted by the world’s leading companies to provide the data foundation for some of the most sophisticated people-based campaigns imaginable. Acxiom data powers the highest degrees of personalization so your campaigns can resonate and engage audiences across all channels, incorporating traditional and digital behaviours at scale and with unparalleled accuracy.

SERVICES

Acxiom offers a wide range of service offerings to help brands, agencies, and their technology partners harness data to improve every customer interaction. Optimize the use of your data and marketing technology with a comprehensive and prioritized roadmap. Connect your martech and adtech systems for seamless marketing across email, direct mail, display, search, social, mobile, video, and more. You can drive marketing success with expert services to support ongoing management of your data environments for CRM, prospecting, and analytics. Maximize the value of your DMP, Campaign Management, Tag Management, and CDP technologies by leveraging Acxiom’s premier services to enable powerful people-based marketing strategies with digital management services.

SOLUTIONS

  • Our use case driven solutions address people-based, omnichannel challenges powered by data, identity management capabilities, broad ranging services and Acxiom’s Unified Data Layer framework. It provides industry-tailored solutions across healthcare, automotive, retail, CPG, travel & entertainment, financial services and insurance.
  • SERVES as a trusted advisor to our clients by delivering, integrating and managing unified data layer solutions that power exceptional consumer experiences.
  • DELIVERS the most comprehensive global suite of consumer insights including demographic, life-stage, clustering and behavioral propensity insights.
  • OFFERS strategy, integration, managed services and analytic services to help brands, agencies, and their technology partners better compete in today’s omnichannel world.
  • FUELS digital transformation and modern data-driven marketing and advertising integrating with Data Management Platforms, Customer Data Management Platforms, Tag Management and other emerging martech and adtech applications.
  • PROTECTS consumer privacy and brand market reputation with integrated ethical data use best practices and processes.

ETHICS

Acxiom’s Global Data Ethics & Privacy Program makes the creative and innovative use of data for marketing and advertising sustainable. By fostering, promoting and enabling an ethical and responsible data-use culture, Acxiom helps brands use data to know their customers and make marketing relevant.

  • Compliance and Data Ethics Are in the Company’s DNA- Embracing a privacy-by-design approach that’s tightly integrated across our entire solutions portfolio.
  • It Makes Data Ethics and Privacy Relevant for Marketers by creating timely briefs, best practices and thought leadership to help the market understand potential impact and recommended actions to make ready.
  • The Company Offers Services to Help Brands Prepare & Stay Compliant by providing a flexible suite of services to support brands with education, assessment and compliance.
  • Help Shape Balanced and Effective Policy.

Meet the CEO Dennis D. Self

Dennis Self serves as Chief Executive Officer at Acxiom. In his role, Dennis provides strategic leadership to the teams that serve Acxiom’s clients, including marketing, sales and account management, partnerships, product management and client services. Previously, Dennis served as Senior Vice President for Acxiom’s Marketing Services Delivery and Operational Services organization and as Acxiom’s Chief Information Officer. Additionally, he held various positions at Gilead Sciences, Electronic Arts and HP, and worked as a strategy consultant for Andersen Consulting, A.T. Kearney and Deloitte Consulting. Dennis holds a bachelor’s degree in management information systems from Old Dominion University and an MBA from the University of Chicago. He lives in the Chicago area.

“We believe data is the key to creating meaningful interactions at scale between consumers and the brands they love.”