Customer information management and technology provider Acxiom Corp. and I-Behavior, a provider of data-based targeting services to companies engaged in direct channel marketing, have formed a partnership offering detailed and localized insight into consumer purchasing behavior.
Little Rock, AR-based Acxiom said the partnership with Louisville, CO-based I-Behavior enables deeper, more accurate insight into purchasing behavior, providing a fact-based, privacy-assured supplement to marketing and merchandising decisions.
With more than 1,300 companies representing 120 million buyers and 95 million households, the I-Behavior co-operative database was the first SKU-level database in the industry. I-Behavior’s Chairman is direct marketing legend Lester Wunderman.
The partnership also expands Acxiom’s integrated customer marketing databases solution for multichannel retailers while maintaining current I-Behavior member privileges. In addition, both firms will actively recruit new contributors to I-Behavior’s co-operative database.
In other news, Acxiom has launched Personicx MarketScape-X, a Web-based mapping and segmentation analysis tool that is the latest innovation in the Personicx family of household-level segmentation tools.
Personicx MarketScape-X is designed to give clients easy access to meaningful, actionable marketing information, along with reporting and segmentation tools to power their customer and market analysis. It places at their fingertips a library of information including consumer surveys outlining behaviors and attitudes, location characteristics for all domestic markets, and the client’s own Personicx-coded customers or prospects.
Personicx places U.S. households into one of 70 distinctive segments and 21 life-stage groups based upon specific consumer behavior and demographic characteristics.
Personicx MarketScape-X includes the ability to create custom target groups based on Personicx-coded customer or third-party survey data. In addition, its easy-to-use, powerful report generator allows businesses to share critical marketing data with all stakeholders across an enterprise, giving businesses a consistent framework from which to view the consumer landscape. Personicx MarketScape-X improves the speed, ease-of-use and accuracy of many marketing applications, such as planning and analysis, customer acquisition, up-selling and cross-selling Personicx MarketScape-X was developed in conjunction with ESRI and SRC LLC, two companies that have a history of developing sophisticated analytical and mapping software.
