Acxiom signs deal to add data services to Google Cloud

data8Acxiom has signed a global partnership with Google Cloud, which will see the IPG-owned firm’s marketing services – including customer data management solutions and data sets – made available to Google clients.

Acxiom is already a Google certified partner for Google Customer Match, which creates ad audiences using customer data, designed to help businesses drive brand awareness and sales.

The new partnership combines Google Cloud’s global infrastructure, machine learning, and artificial intelligence technology with Acxiom’s services to enable new and existing customers to tap into what is claimed to be deeper data intelligence and high-performance activation.

Acxiom claims that economic pressure caused by the Covid pandemic is driving businesses to look for flexibility, speed to market, and efficiencies found in cloud-based applications.

The firm insists it can address these challenges by helping clients increase their customer intelligence by providing “innovative and cost-effective marketing analytics and data management solutions on Google Cloud”.

Acxiom chief strategy officer David Skinner said: “The need for data to be easily accessible in the cloud and integrated with end-user marketing tools that provide key business insights is at an all-time high.

“This partnership allows us to develop deeper analytics and market-leading data management capabilities while providing our clients the flexibility that cloud-based solutions offer. As a Google Cloud partner, we look forward to developing and delivering our data management solutions in the cloud for many years to come.”

Google claims that as brands continue to execute digital transformation, they want the ability to access data from anywhere by having more innovative cloud-based solutions to investigate, monitor, analyse and act on their data with confidence.

Google Cloud director of sales Gia Winters added: “By deploying its datasets and solutions on [our platform], Acxiom is making it very easy for customers to access and manage vast quantities of data, and to maximise its value with cloud capabilities in data blending, AI, and analytics.”

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