Acxiom, D&B Set Marketing Alliance

Share this content:
Acxiom Corp., Conway, AR, and Dun & Bradstreet, Murray Hill, NJ, agreed to a partnership this week in which Acxiom will market certain information from D&B's business databases and use it to rationalize its own data. In addition, D&B will expand its database by including Acxiom's data on small businesses and will have the opportunity to make use of Acxiom's consumer data and data-linkage technologies.


D&B's marketing database contains information on 11 million U.S. businesses, which includes more than 200 data elements associated with each. Acxiom, meanwhile, has a reservoir of less-detailed business data, mostly on smaller businesses. It has primarily focused on consumer household information, which it has compiled within its vast InfoBase list of demographic and lifestyle characteristics.


"We often have opportunities for business-data applications, so the alliance with D&B makes a real nice fit," said Don Hinman, data content group leader at Acxiom.


Andre Dahan, president of Dun & Bradstreet U.S., said his company expected it would expand its business file by 25 percent with the addition of the Acxiom data.


"For us, the complementary aspect to the Acxiom relationship is that it broadens our relationship to small-business data," he said.


Both companies will receive royalties from the sale of each other's data to their customers and from the use of that data in the development of new products. One expected benefit of the partnership is the ability for Acxiom to use its linking technology to marry D&B's lists of business executives with the household data from InfoBase.


"A lot of marketers want access to the people at those businesses at home," Hinman said. "D&B has had a strong product there, but taking some of the consumer data that Acxiom has, together with the linkage technology that Acxiom has, we'll be able to link some of this data -- and that's an advantage for both of our businesses."


Dahan stressed that D&B was not entering the consumer-database business, although he said the company "may in the future see that as an opportunity, mostly in the context of helping businesses get to their target market."
close

Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here