Dennis hires Acxiom for data revamp

Dennis Publishing, the company behind titles including Auto Express, Men’s Fitness, Viz and Cyclist, has appointed Acxiom to create and manage a new customer database to boost personalisation across its media brands.
The appointment will see Dennis and Acxiom working to create an insight-driven single customer view database, integrating online and offline data from over 16 different sources.
The move will enable Dennis to drive customer engagement across multiple touchpoints, while also ensuring data is stored in a highly secure, privacy compliant environment. This will be enabled by Selligent marketing automation software, for which Acxiom is acting as integration partner.
Dennis will also be able to efficiently plan and execute multi-channel campaigns across its entire portfolio of consumer and B2B titles, according to Acxiom.
Dennis head of data marketing Laura Paterson said: “We’ve been looking for ways to better interact with our audiences and to enrich their experience with our brands.
“Acxiom’s unique understanding and proven track record of the complex publishing landscape has allowed us to create a solution that was right for our customers and allowed us to build an unparalleled customer data integration and recognition solution, while improving our commercial activities and offer relevant content to our 19 million readers.”
Dennis has a group turnover of over £100m, and a portfolio of more than 30 brands. It reaches 40 million UK unique users and sells 2 million magazines every month.
Acxiom European managing director Ian James added: “Data has never offered more power or potential when used ethically, and we feel ideally placed to be Dennis’s strategic partner. Our deep media and publishing experience, leading technology and proven ability to securely manage consumer data will help Dennis deliver the best experience to their customers. We look forward to a long and successful relationship.”