Acxiom signs major Starcom deal

Acxiom signs major Starcom dealAcxiom has signed a European-wide partnership with Starcom Mediavest to boost data-driven targeting – including programmatic buying – and help clients get closer to consumers.
The deal, which is part of a wider global agreement between the two organisations, will give Starcom access to audience data from Acxiom’s specialist data-sets, giving it the ability to develop more targeted branding, retention and acquisition strategies.
Starcom will also use AbiliTec, Acxiom’s customer recognition technology, to centralise and connect campaigns and data across all the channels and platforms it uses to deliver results for its advertisers.
The partnership addresses growing requirements from brands to connect the consumer insight and targeting disciplines associated with their established offline CRM programmes with the online world of media planning and buying.
Starcom will also use Acxiom’s Safe Haven to build brands’ first party data, to create an anonymised single customer view which will in turn generate new insights and customer knowledge.
It is claimed the deal will allow Starcom to get a head start in creating true one-to-one marketing at scale, execute more targeted campaigns across all channels and devices, and ultimately, transform customer experiences.
Starcom president of Dynamic Marketis Iain Jacob (pictured, left) said: “This partnership puts us at the forefront of delivering data-driven marketing and precision targeting for our clients. As a European first, it enables us to the lead the industry in creating true one-to-one marketing at scale.”
Acxiom European managing director Ian James (pictured, right) added: “The combined power of Acxiom and Starcom in data, technology and social media makes for a formidable partnership that will bring enormous value to our clients’ brands.”

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