Susan Smith has worked as an editor and writer in the technology industry for over 16 years. As an editor she has been responsible for the launch of a number of technology trade publications, both in print and online. Currently, Susan is the Editor of GISCafe and AECCafe, as well as those sites’ … More »
Acxiom spearheads mapping and collecting consumer data
June 19th, 2012 by Susan Smith
The Conway, Ark., company Acxiom Corporation that not many have heard of has more than 23,000 computer servers that are collecting, collating and analyzing consumer data.
Acxiom is at the forefront of the multi-billion dollar industry of database marketing. According to the article in The New York Times, its servers process more than 50 trillion data “transactions” a year. Company executives have said its database contains information about 500 million active consumers worldwide, with about 1,500 data points per person. That includes a majority of adults in the United States. Such large-scale data mining and analytics — based on information available in public records, consumer surveys and the like — are perfectly legal.
Acxiom is using a powerful, multiplatform approach to predicting consumer behavior that can be valuable to making personalized offers to consumers online that skim the border between “customization and stalking,” according to analysts.
Acxiom the Quiet Giant of Consumer Database Marketing The New York Times