CRM Solution Providers Partner With Acxiom’s Data Network
Acxiom Corp., Conway, AR, used the one-year anniversary of its Acxiom Data Network’s (A.D.N.) debut to trumpet its integration with several customer relationship management platform providers. The A.D.N. uprovides an Internet link to Acxiom’s InfoBase database.
A guest speaker, International Data Corporation’s Anthony C. Picardi, spoke of a shift in business models, in which savvy marketers would use data for “top-line” purposes, focusing on gaining revenue and market share while downplaying (in the short term) income. Online, real time analysis, he said, would allow the consumer data tracking, analysis, and modeling process to be a continuous closed loop, with marketers constantly tweaking their campaigns, as opposed to waiting for results before taking action.
Following his presentation, representatives from nine companies, ranging from data mining firms to call center operation enablers, took turns describing how online access to the data network, which attaches unique key codes to each of 195 million consumers and 12 million businesses, allows marketers to receive constantly updated information on customers and prospects.
But the afternoon’s biggest buzz came when Acxiom’s group leader, InfoBase Products Mark Theilken teased 3Com’s Palm 7, an in-development palmtop wireless setup that will allow mobile professionals to tap into the A.D.N. and obtain data on prospects. Theilken gave the example of a car salesman being able to determine what level of car a shopper would be able to afford. The Palm 7 should be available later this year.
