Acxiom

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Acxiom Corporation
legal form Corporation
ISIN US0051251090
founding 1969
Seat Conway , Arkansas , USA
management Scott E. Howe, CEO
Number of employees 5,555 (2014)
sales US $ 1.098 billion (2014)
Branch Marketing Services
Website www.acxiom.com

Acxiom Corporation , based in Little Rock , Arkansas (USA), is a service provider for customer-focused marketing . It supports companies in the implementation of dialogue marketing and in spatial market development .

Typical fields of application for these services are acquisition of new customers and the selection of marketing measures; the determination of market potentials and target areas; Location planning and potential-oriented range planning as well as direct marketing and control of local advertising activities. Acxiom Deutschland GmbH uses a combination of official spatial data, address information, analytical procedures and procedures for data integration , consulting and technological solutions for processing large amounts of data.

Company history

The parent company, Acxiom Corporation ( Nasdaq : ACXM), was founded in 1969 under the name Demographics in Conway , Arkansas (USA). Work worldwide over 5,500 employees in offices throughout the United States and in Asia , Australia , Brazil and several countries in Europe ( Germany , UK , France and Poland ). Since July 26, 2011, Scott E. Howe (formerly Vice President of Microsoft's Advertising Business Groups ) has been the CEO and President of Acxiom Corporation.

Group structure

As of May 26, 2018, the parent company Acxiom Corporation owns the following subsidiaries in the USA: Acxiom CDC, Inc. (organized or registered in Arkansas, USA), Acxiom CH, Inc. (organized or registered in Delaware, USA), Acxiom Digital, Inc. (organized or registered in Delaware, USA), Acxiom Direct, Inc. (organized or registered in Tennessee, USA), Acxiom / Direct Media, Inc. (organized or registered in Arkansas, USA), Acxiom Dutch Holdings, LLC ( organized or registered in Delaware, USA), Acxiom Identity Solutions, LLC (organized or registered in Colorado, USA), Acxiom ITO Holding I, LLC (organized or registered in Delaware, USA), Acxiom ITO Holding II, LLC (organized or registered in Delaware, USA) and LiveRamp, Inc. (organized or registered in Delaware, USA).

The following subsidiaries are located outside of the USA: ACDUHO, CV (domiciled or registered in the Netherlands), Acxiom Acquisition BV (domiciled or registered in the Netherlands), Acxiom Asia Global Services Center Ltd (domiciled or registered in China), Acxiom Australia Pty Limited (domiciled or registered in Australia), Acxiom Brasil Participacoes Ltda. (based or registered in Brazil), Acxiom Brasil Servicos de Tecnologia da Informacao Ltda (based or registered in Brazil), Acxiom Deutschland GmbH (based or registered in Germany), Acxiom European Holdings Limited (based or registered in UK) , Acxiom France SAS (domiciled or registered in France), Acxiom Global Service Center Polska Sp.zoo (domiciled or registered in Poland), Acxiom Greater China Information Services Ltd. (domiciled or registered in China), Acxiom International Holdings BV (domiciled or registered in the Netherlands), Acxiom Japan KK (domiciled or registered in Japan), Acxiom Limited (domiciled or registered in Great Britain), Acxiom NZ Ltd. (based in or registered in New Zealand), Acxiom PTE. Ltd. (headquartered or registered in Singapore), Acxiom Polska Sp.zoo (headquartered or registered in Poland), ChinaLoop Holdings (headquartered or registered in the Cayman Islands ), ChinaLoop (Mauritius) Co. (headquartered or registered in Mauritius ), XYZ Direct Pty Ltd. (based in or registered in Australia).

Acxiom Germany GmbH

Acxiom Deutschland GmbH emerged in 2004 from the companies Claritas (founded in 1989) and Consodata (founded in 1962 as pan-adress ). Around 120 employees work for the company at the two locations in Neu-Isenburg near Frankfurt / Main and Munich . It is a wholly-owned subsidiary of Acxiom Corporation.

Data storage

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Acxiom is a large address retailer . Acxiom's German databases contain the postal addresses of around 90 percent of all households. The postal addresses of German consumers are only registered with Acxiom in accordance with the German Federal Data Protection Act if the consumer has not objected to the storage. Acxiom Germany does not collect any individual information about people. For this reason, Acxiom uses statistical methods generated spatial characteristics or lists of external providers to target consumers.

Acxiom's data and services are based on a combination of addresses for which the households have given explicit consent, business databases, a comprehensive building directory, information on updating and enriching databases, tools and expertise for analytical customer relationship management (CRM) and database management in outsourcing . In the geomarketing segment , Acxiom offers geographic coordinates , software solutions and geographic information systems as well as micro-geographic market, potential and segmentation data. This includes information about socio-demographics , retail, purchasing power, motor vehicles, employment, consumer typologies and special industry scores. These data are mainly projected on the basis of official bases (including microcensus , Federal Statistical Office , State Statistical Offices ) using statistical methods on granular areas. Geomarketing thus supports the planning and evaluation of locations, sales areas, products and sales. Companies can link this information about market potential with internal customer data and, for example, identify their own strengths and weaknesses based on market exploitation or control their location planning.

In the area of ​​analytical customer relationship management (CRM), information about own customers is linked with information about target groups and action strategies are derived. That can be the expansion or the upgrade of certain customer segments or a cost and risk minimization.

In 2013, the company had data on 300 million US citizens, 44 million Germans and more than 500 million consumers worldwide. In addition, it managed more than 4,000 databases in the USA, and its customers included seven of the ten largest credit card providers, six of the ten largest department stores and eight of the ten largest automobile manufacturers in the USA, including Toyota and Ford . At the company's headquarters in Little Rock, Arkansas, there were around 23,000 servers with data in 2013.

Relationship with Facebook and the Cambridge Analytica scandal

Acxiom's customers also included Facebook , which enriched its own databases with those of Acxiom, among other things, in order to better tailor advertisements to the life situation and interests of its users. In the wake of the Facebook data scandal involving Cambridge Analytica , Facebook announced that it would terminate its cooperation with Acxiom. Acxiom's market value then fell by over 30 percent in March 2018. In Germany, for example, advertisers could use Acxiom's so-called Facebook partner categories to display advertisements to people who had bought a car, donated to child protection organizations or had a monthly household income of € 5,000 net within the previous three years.

Sale and rebranding

In mid-2018, the advertising holding company Interpublic (IPG) bought Acxiom for 2.3 billion US dollars, rebranded it and renamed it Liveramp.

Web links

Individual evidence

  1. ↑ Annual Report 2014 ( Memento of the original dated December 31, 2015 in the Internet Archive ) Info: The archive link was inserted automatically and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / files.shareholder.com
  2. ↑ SCOTT E. HOWE, Acxiom CEO and President . acxiom.com. Archived from the original on August 7, 2011. Retrieved June 20, 2019.
  3. ↑ Scott Howe . forbes.com. Retrieved on September 17, 2013.  ( Page no longer available , search in web archives )@1@ 2Template: Dead Link / www.forbes.com
  4. ↑ Entry Acxiom Corp - '10 -K 'for 3/31/16 - EX-21 at SEC Info. Retrieved May 26, 2018
  5. ↑ Catriona McLaughlin: Die Besserwisser, in: Die Zeit No. 28, July 4, 2013, p. 24.
  6. ↑ Catriona McLaughlin: Die Besserwisser, in: Die Zeit No. 28, July 4, 2013, p. 24.
  7. ↑ Catriona McLaughlin: Die Besserwisser, in: Die Zeit No. 28, July 4, 2013, p. 24.
  8. ↑ Stefan Krempl: Advertising tracking: Facebook's cooperation with data dealers in the criticism , heise.de from January 2, 2017, accessed on January 3, 2017
  9. ↑ Reuters Editorial: MARKETS- Acxiom after Facebook expulsion in free fall . In: Reuters . ( reuters.com [accessed March 29, 2018]).
  10. ↑ Axciom Partner Categories DE. Axciom, accessed April 3, 2018 .
  11. ↑ Billion acquisition: Interpublic buys data unit from Acxiom. Retrieved April 1, 2020 .
  12. ^ Acxiom Marketing Solutions Sale Now Complete. Retrieved April 1, 2020 (American English).