Acxiom Corp., Conway, AR, and Abacus Direct Corp., Broomfield, CO, announced a multiyear agreement yesterday that is expected to capitalize on both companies’ information and technology strengths to create new jointly marketed data products.
Under terms of the agreement, Abacus will use its Abacus Alliance Database — the nation's largest database of consumer catalog buying behavior — with Acxiom’s InfoBase, which contains demographic information about consumers across the country.
Acxiom will phase out its SmartBase product, which is similar in function to the Abacus database, and the companies will work to move existing SmartBase customers into the alliance. Abacus also will explore ways to apply Acxiom’s data processing and data integration expertise internally.
