Scarborough Research and Acxiom(R) Partner to Offer New Integrated Customer Data Solution for Marketers
April 16 2007 - 10:52AM
PR Newswire (US)
Incorporation of Acxiom PERSONICX(R) segmentation system with
Scarborough local market and national consumer shopping, media and
lifestyle data provides marketers more consumer insights NEW YORK,
April 16 /PRNewswire/ -- Scarborough Research and Acxiom(R)
Corporation (NASDAQ:ACXM)(http://www.acxiom.com/) announced a
marketing arrangement that will provide marketers more actionable
information to precisely target prospects and customers who
represent their most profitable and strategic opportunities. The
joint marketing effort will make Acxiom Personicx(R) household
segmentation data available through Scarborough Research, and the
Scarborough Local Market and USA+ data will be available through
Acxiom Personicx. The combined use of Personicx and Scarborough
information can lead to even greater actionable consumer insights
for marketers. For example, a national furniture chain seeking to
find the right customers for its new line of upscale furniture can
append their in-house customer data with Personicx segmentation to
determine the most responsive prospects for a targeted marketing
campaign. Those Personicx segments representing the best prospect
group then can be analyzed against Scarborough media and lifestyle
data to determine the most effective ways to reach them in their
local markets. Personicx is a household-level segmentation system
that places each U.S. household into one of 70 segments based on
that household's specific consumer and demographic characteristics.
The use of household Personicx can, for example, reveal the
dramatic difference between the consumer behaviors of an affluent
retired couple living next door to a young family who is just
starting out. As a prospecting tool, Personicx helps marketers
identify those consumers who could be their most profitable
customers. Personicx currently benefits marketers across many major
industries, including banking, retail, automotive, insurance and
healthcare. Scarborough Research's consumer shopping, media and
lifestyle insights cover 81 leading markets and several smaller
markets in the U.S. Scarborough surveys consumers directly in the
local cities where they live to ensure that the insights captured
truly reflect the consumer's "real world" environment.
Scarborough's consumer data is currently used by Fortune 1000(TM)
marketers for more effective co-branded partnerships, to win back
market share, to expand the reach of their brand, to choose the
most relevant media and to drive greater ROI for their marketing
programs. "Scarborough Research is committed to delivering services
that drive greater marketing program impact and
return-on-investment," said Alisa Joseph, vice president,
Advertiser Marketing Services, Scarborough Research. "The combined
insights from Scarborough and Acxiom result in a powerhouse of
information for any marketer who is looking for more effective
customer retention and acquisition campaigns. The ability for
marketers to develop messages that are tailored to better address
the buying motivations of their customers is significant given the
multitude of product choices offered to consumers today." "In
today's complex marketing environment, consumers receive more
commercial messages than ever before, which makes it tougher to
stand out in the marketplace," said Louis Rolleigh, Personicx
Product Leader, Acxiom Corporation. "Marketers who craft their
campaigns with targeted customer information have a distinct edge
on their competition. The Personicx/Scarborough combination sheds
light on thousands of attributes of a customer or prospect,
providing superior impact for any marketer wanting to increase
success and to cut through the clutter." For more information on
how to access Personicx from Scarborough, please contact Alisa
Joseph at or 312.542.1890. For more information on how to access
Scarborough survey data through Personicx, please contact or call
1.888.3ACXIOM. About Scarborough Research Scarborough Research, a
Media Rating Council (MRC) accredited media and marketing service,
(http://www.scarborough.com/, ) measures the lifestyle and shopping
patterns, media behaviors, and demographics of American consumers.
Products and services include local market consumer insight studies
in 81 Top-Tier Markets and several Mid-Tier Markets, Scarborough
USA+ (a national database), Hispanic studies, customer relationship
management and database integration solutions. With 35 years of
experience, Scarborough measures 2,000 categories and serves a
broad client base of approximately 3,500 subscribers including
marketers, advertising agencies, electronic and print media,
broadcast and cable television, radio stations, sports teams and
leagues, and out-of-home companies. Surveying more than 220,000
adults annually, Scarborough is a joint venture between Arbitron
Inc. (http://www.arbitron.com/) and The Nielsen Company
(http://www.nielsen.com/). About Acxiom Corporation Acxiom
Corporation (NASDAQ: ACXM; http://www.acxiom.com/) integrates data,
services and technology to create and deliver customer and
information management solutions for many of the largest, most
respected companies in the world. The core components of Acxiom's
innovative solutions are Customer Data Integration (CDI)
technology, data, database services, IT outsourcing, consulting and
analytics, and privacy leadership. Founded in 1969, Acxiom is
headquartered in Little Rock, Arkansas, with locations throughout
the United States and Europe, and in Australia, China and Canada.
For more information, visit http://www.acxiom.com/. DATASOURCE:
Scarborough Research CONTACT: Allyson Mongrain of Scarborough
Research, +1-703-451-3174, or ; or Barbara Nelson of Acxiom
Corporation, +1-585-657-5330, or Web site:
http://www.scarborough.com/ http://www.acxiom.com/
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