Guardian gives Acxiom global brief

Guardian News & Media (GNM) has appointed Acxiom to build a global single customer view database as part of moves to become a digital-first organisation and drive deeper engagement with its readers.
The multi-year contract was awarded following a competitive tender and will cover all of GNM’s on- and offline media brands, including The Guardian and The Observer.
Acxiom will create a single, global customer database, bringing together in one place customer details for each brand. Once built, Acxiom will provide strategic consulting support, campaign management and reporting on an ongoing basis.
After the design phase of the database is completed, GNM will have access to multidimensional data to provide its current and prospective audiences with more relevant and timely digital content and offers based on their preferences and behaviour.
The programme is expected to significantly improve audience experience and bring The Guardian and The Observer closer to their audiences as the business continues its digital expansion. Acxiom is combining its own proprietary technology with additional tools and services from external suppliers to develop and manage the database.
GNM customer insight and data strategy director Andre McGarrigle said: “The principle of audience-centricity lies at the heart of the digital transformation process happening at GNM. Our investment in this important area is part of an ongoing drive to continuously improve the relevance and convenience of the content, products and services we offer our audiences around the world.”
Acxiom European director for telco, media and high-tech Clare Morgan added: “Our company is known for providing strategic direction that delivers insight-driven solutions for our clients leading to true consumer engagement and personalised brand experiences.”

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