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Harnessing big data about real consumers to use for recognition, targeting, and measurement

Company Overview

Founded in 1969, Acxiom focuses on creating the best possible insights across the most sources of data, effectively harnessing big data about real consumers for recognition, targeting, and measurement.

Our secret sauce resides in our Safe Haven environment. where we ingest, clean, match, and enhance diverse data sets at scale in a privacy-compliant way. Many companies create composite views and project behaviors across millions of cookies, but Acxiom compiles insights on consumers, not just cookies. Acxiom’s consumer data and insights illuminate more than 162 million U.S. households with a plethora of descriptive and prescriptive attributes. We recognize 95 percent of U.S. consumers and match them in a way that’s privacy-compliant and direct-matched.

Armed with the most accurate, comprehensive, and up-to-the-minute data available, advertisers can better understand their best customers and find more like them through diverse channels like online, mobile, television, email or direct mail.

Data Collection Methodology

Acxiom uses offline data and brings it online for targeting to the right people with information that really pertains to them – not temporary searches or inferred data from web site visits.

Acxiom receives data from over 100 validated contributors.  Our data sources include:

  • Real property information from county recorders and assessors
  • Self-reported data from surveys, warranty cards, registrations, newsletters, contests
  • Purchased data from a large consortium of online, in store and catalogs
  • Public record information for births, marriages, divorces
  • Transaction data from vehicle servicing and purchases

We also build literally thousands of Audience Propensity models based on transaction files, surveys, and attitudinal information from 15 data sources.

Types of Data Sets Available


InfoBase supplies the most accurate and comprehensive consumer descriptive data for use in analytic, segmentation, and targeting applications.

InfoBase includes:

  • Individual/Demographics: age, gender, ethnicity, education, occupation
  • Household Characteristics: household size, number/ages of children
  • Financial: income ranges, net worth, economic stability
  • Life Events: marriage/divorce, birth of children, home purchase, moves
  • Interests: sports, leisure activities, family, pets, entertainment
  • Buying Activities: products bought, method of payment
  • Behavior: community involvement, causes, gaming
  • Major Purchases: travel, vehicle, real property, technology


Personicx Lifestage is a highly effective consumer segmentation and visualization system  powered by Acxiom’s exclusive InfoBase data. The system clusters U.S. households into one of 70 segments within 21 life-stage groups based on specific consumer behavior and demographic characteristics. Personicx Lifestage allows marketers to organize customers and prospects based on their demographics and buying behaviors.


In addition to descriptive, current consumer data, Acxiom has a large arsenal of predictive data, based on known, actionable information and tied to browsing history, shopping intent, attitudinal data, media behavior, etc.  These data sets can be used to accurately predict brand affinity, channel preferences, product needs, viewing habits, and whether or not the consumer is in the market for a specific product or service.