Acxiom Corp., Little Rock, AR, this week made available its InfoBase Suppression database product, created to help marketers comply with privacy legislation and guidelines and to trim unnecessary mailings.
“Suppression has been around for a long time and maybe has not carried the importance or the weight that it does today,” said Amy Spurlock, Acxiom’s product manager for InfoBase Suppression. “This product brings us to the forefront of consumer privacy and consumer preference issues.”
InfoBase Suppression works in conjunction with Acxiom’s AbiliTec Customer Data Integration technology, to perform fast and accurate customer suppression operations in one pass.
“AbiliTec is the linking technology that gives us the ability to recognize a person at an address, even if the name and address information is less than perfect,” said Bob Gillen, product leader for address products at Acxiom. “An address can have significant problems, and we are still able to recognize it.”
Not only does this new product aim to relieve marketers of the burden of legislative changes, but it can also help them cut down on wasted mailings by allowing them to suppress customers to whom they should not be mailing, such as imprisoned, deceased or bankrupt people, Spurlock said.
