Acxiom Unveils Opticx Process to Provide 'Snapshot' of Database Quality

Share this article:
Acxiom Corp. this week introduced Opticx, a customer data analysis process that allows direct marketers to receive a value analysis detailing the return a customer can expect from Acxiom's customer data integration solutions.


For example, a recent Opticx value analysis completed for a company with a database of more than 2.7 million customers uncovered a potential cost savings of $2.6 million per year in reduced marketing costs by using Acxiom products to remove duplicates and unqualified prospects.


In addition, the company could expect about $3.3 million per year in additional revenue as a result of increased direct marketing response rates coupled with improved deliverability.


"There's no question that improving the quality of a company's data leads to improved customer relationship management efforts," said Scott Nelson, vice president and research director at GartnerGroup, Stamford CT. "But trying to measure the value of data quality investments has proved difficult for most companies. Vendors who find a way to show the ROI for their products and services will lead the way as the next generation of CRM investments are made."


Share this article:
close

Next Article in Database Marketing

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Database Marketing

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

What's H-appending? DiscoverOrg Taps Marketo's Webhooks

Cloud-based marketing automation behemoth Marketo joins forces with marketing intelligence company DiscoverOrg to improve its data collection capabilities.

A Toast to Marketing Attribution

A Toast to Marketing Attribution

Vino accessories and storage company Wine Enthusiast indentifies top and underperforming affiliates using algorithmic marketing attribution.

Q&A: When (and How) to Bust Down the Data Door

Q&A: When (and How) to Bust Down the ...

Some people run into issues with trying to build the perfect solution when often an 80% solution will do, says MailChimp's chief data scientist.