Acxiom deal to boost data analytics

Acxiom has struck a UK deal with one of the fastest growing marketing software vendors of all time, Tableau Software, to boost is own core capabilities in customer data and business intelligence analysis.
Tableau’s growth spurt makes a pumping-iron body builder look like Mr Bean; in 2014 it grew 78%, hired over 700 staff and clawed in $412m in annual revenue. It finished the year with $680m in cash and cash equivalents in the bank, up from $252m at the end of 2013.
Acxiom already has one of the most comprehensive data marketing operations in the world, working for brands including eBay, Facebook, Twitter, PayPal, IBM, Yahoo and Weibo. But it claims that by rapidly accessing multi-channel customer data through Tableau, its own client base clients will gain ever greater insights that will result in better-tailored, more efficient campaigns.
Acxiom European managing director Ian James said: “Tableau’s proposition is closely aligned with Acxiom’s. Visualising and understanding data is crucial to driving engagement between brands and their customers across all channels to deliver better customer experiences and produce better business results.”
Tableau Software vice president of EMEA James Eiloart added: “Acxiom shares our mission to help people see and understand their data. In a world that creates increasing volumes of complex consumer data, the simplest solutions are key to gaining data-driven insights.”
Founded in 2003 at Stanford University, Tableau has 26,000 customers in 150 countries. It overseas operations have been even more impressive than its domestic market, experiencing more than 100% growth in each of the past four years.

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