Acxiom Launches Personicx International

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Acxiom Corp. announced yesterday the debut of Personicx International, a multinational version of its consumer segmentation system.

Personicx International places each household into segments, or clusters, based on behavior and demographic characteristics. The tool was introduced at the International Direct Marketing Fair in London.

The new tool results from the combination of Acxiom's customer data and the data assets of Claritas Europe and Consodata, which the Little Rock, AR-based company acquired last year.

Personicx International lets marketers better understand consumers and compare them across countries. The new system is available in the United States, United Kingdom, Germany, France, Spain, Poland, the Netherlands and Portugal.

"Creating Personicx International would not have been possible without access to the large data assets we now have," Kevin Zaffaroni, Acxiom's leader for Europe, Asia and Australia, said in a statement. "We're taking existing information but using new approaches to help marketers do things and achieve results that just weren't possible before."

Acxiom launched the U.S. version of Personicx in May 2002.

Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting


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