Acxiom Database Upgrade Complete
Though InfoBase Enhancement has been around since 1996, the new version incorporates AbiliTec, Acxiom's customer data integration software, to improve match rates on client databases. This allows better matching on a household level, according to Acxiom.
The implementation, which began in January, has been a success, said Mark Hodges, InfoBase product manager at Acxiom.
"On average in the industry, overall match rates have hovered between 86 and 88 percent or so for the last two to three years," he said. "I'm seeing consistent match rates between 95 and 97 percent without going to an area-level default such as census data."
Though Acxiom would not share specifics, it said that clients across industries such as financial services, telecommunications, retail and publishing have seen boosts in match rates into the double digits.
"Ultimately, the feedback I have gotten from our customers is good," Hodges said. "If they can use more of their customer records, response should go up."
Now that Acxiom's clients have been migrated to the new product, the firm will focus on bringing in new clients for the service.