Company type | Division |
---|---|
Industry | Database marketing |
Founded | Conway, Arkansas, U.S. (2018) |
Headquarters | Conway, Arkansas, U.S. |
Key people | John Watkins, COO |
Products | Audience Cloud Global Data Navigator InfoBase Personicx Unified Data Layer Real Identity |
Number of employees | 2,100+ (2018) |
Website | Official website |
Acxiom (pronounced "ax-ee-um") is a Conway, Arkansas-based database marketing company. The company collects, analyzes and sells customer and business information used for targeted advertising campaigns. The company was formed in 2018 when Acxiom Corporation (since renamed LiveRamp) spun off its Acxiom Marketing Services (AMS) division to global advertising network Interpublic Group of Companies.
In 2018, The Interpublic Group of Companies acquired the Acxiom Marketing Services division of Acxiom Corporation and renamed it Acxiom LLC, with the remaining portion of Acxiom Corporation becoming the publicly held company of LiveRamp.
The company has offices in the United States, Europe and Asia.
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 New York Times reported that the company had the world’s largest commercial database on consumers.
In 2010, Acxiom acquired part of GoDigital, a Brazilian direct marketing and data quality company. The company launched AbiliTec Digital, a web-based tool to match digital identities to traditional name and address data, such as those collected from loyalty programs.
On May 14, 2014, Acxiom Corporation announced that it had acquired LiveRamp, a data onboarding company, for $310 million.
In July 2015, the company sold its IT outsourcing division, Acxiom IT Outsourcing (Acxiom ITO) for $190 million to Charlesbank Capital Partners and M/C Partners, and Acxiom ITO was subsequently rebranded as Ensono. Acxiom acquired the Boston-based advanced advertising unit of Allant, a third-party data shop focused on advertising and marketing.
In August 2016, Acxiom sold its marketing automation and email solution, Acxiom Impact, for $50 million to New York City-based marketing firm Zeta Interactive, now Zeta Global.
In January 2017, Acxiom Corporation launched Audience Cloud, an anonymous targeting tool that allowed demographic segmentation of customers without revealing their actual identities.
In February 2018, Acxiom Corporation announced a reorganization into two divisions - Acxiom Marketing Solutions (AMS) and LiveRamp. In July, advertising company Interpublic Group of Companies (IPG) announced they were buying Acxiom Corporation's AMS business for $2.3 billion. In September, Acxiom Corporation officially changed its name to LiveRamp, allowing the AMS business owned by IPG to keep the Acxiom name. Also in September, the company introduced an open data framework allowing clients to combine online and offline data sources.
In December 2019, Acxiom integrated its data on AWS Data Exchange.
In March 2021, Acxiom partnered with the Forge Institute to enhance cybersecurity education and workforce development opportunities, focusing on underserved communities to help them acquire valuable workforce skills. Later in July 2023, the collaboration expanded as the Forge Institute announced Acxiom's sponsorship of its Forge Fellowship program, further solidifying their longstanding partnership.
In August 2021, Acxiom received the MarTech Breakthrough award, alongside Goldman Sachs, in the "Customer Experience Innovation" category for their collaboration on the personal loans marketplace using the Acxiom Real-Time Personalization Platform. In September, Great Place to Work and Fortune magazine honored Acxiom for the first time as one of the 2021 Best Workplaces for Women.
In October 2021, Acxiom and Adobe announced the integration of Acxiom's Real Identity with the Adobe Experience Platform.
In June 2022, Acxiom launched Match Multiplier, an application that facilitates data sharing by allowing brands to increase the reach of their data with additional match keys natively in the Snowflake Data Cloud. In August, Acxiom was recognized in the top 50 of Fast Company’s 2022 list of 100 Best Workplaces for Innovators.
In July 2023, Acxiom achieved a top score on the 2023 Disability Equality Index (DEI) and earned recognition as a Best Place to Work for Disability Inclusion. In October 2023, Acxiom won the Salesforce Partner Innovation Award in Transportation, Travel, and Hospitality for their work with Heathrow Airport. In the same month, IPG, Acxiom’s parent company, announced the launch of an identity resolution cloud application aimed at integrating brands’ cloud ecosystems powered by Acxiom.
In January 2024, Acxiom introduced Acxiom Health as the latest development in its data-driven healthcare and pharmaceutical marketing practice. The new initiative has demonstrated a 25% increase in campaign conversions, positioning Acxiom Health favorably compared to competitors in head-to-head tests.
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 an additional U.S. office in New York, New York. International offices are located in the United Kingdom, Germany, Poland, and China.
The Interpublic Group of Companies | |||||||||||||
---|---|---|---|---|---|---|---|---|---|---|---|---|---|
Main |
| ||||||||||||
Former |