Profile

Acxiom, a customer intelligence company, has been a leader in identity, customer data management, and the ethical use of data for over 50 years. Established in 1969, Acxiom is headquartered in Conway, Arkansas. The company operates in various industries, including marketing services, direct marketing agency, digital agency, information technology, marketing technology, data management, customer data platform, identity resolution, and analytics and strategy.

With a simple and open approach to connecting systems and data, Acxiom enables people-based marketing everywhere, aiming to drive better customer experiences and greater return on investment for businesses. Acxiom plays a vital role in helping thousands of clients and partners worldwide collaborate and create millions of improved customer experiences on a daily basis.

Acxiom’s global presence is supported by its extensive network, which spans six offices worldwide. The company employs over 4,000 dedicated professionals who work diligently to deliver data-driven solutions and empower the world’s best marketers. Acxiom’s commitment to customer data management, identity, and ethical data usage has positioned it as a trusted provider in the industry.

As a registered trademark of Acxiom LLC, the company is also part of The Interpublic Group of Companies, Inc. (IPG), further solidifying its presence and influence in the market. Acxiom’s continued focus on leveraging data to enhance customer understanding and facilitate business growth exemplifies its dedication to driving innovation and improving customer experiences globally.

Key Products

Data

Acxiom offers a range of data-driven solutions to help brands improve customer experiences while ensuring consumer privacy. Their Audience Data and Distribution feature allows brands to understand, reach, and engage audiences globally, maximizing media investments and personalizing experiences. With Data Enrichment, brands can build relevant experiences based on customer needs and preferences. Acxiom’s InfoBase® provides powerful consumer insights, while Personicx® Consumer Segmentation Solutions help understand and engage modern audiences. Email Prospecting enables effective outreach to prospect audiences, and Partner Marketplace offers granular consumer insights for strategic campaigns.

Data Management Solutions

To deliver connected and relevant experiences, marketers need scalable and accurate data that is accessible, compliant, and integrated across their entire marketing ecosystem. Acxiom’s Data Clean Rooms enable safe data sharing with partners for new marketing opportunities. CDP Services help leverage Acxiom’s Customer Data Platform (CDP) and complimentary solutions to enhance and optimize data value. Marketing Database Services and Solutions provide a solid foundation for bringing marketing aspirations to life.

Identity Resolution

Acxiom’s Real Identity™ delivers sub-second decisions to identify and ethically connect with people, enabling relevant experiences for the world’s biggest brands. Their Identity Resolution Services and Solutions unify data silos to maintain a unified customer view. Acxiom offers expertise through Identity Consulting for designing optimal identity solutions, and their Match Multiplier extends the reach of first-party audiences. With rAPID Services, decisions are delivered in less than 10ms to power real-time, engaging messages.

Media

Acxiom’s Digital Transformation Solutions connect marketing technology with advertising execution, enabling superior customer intelligence and experience. Audience Insights & Strategy helps identify high-performance audiences, while Advanced Media Analytics provides audience-focused digital media solutions. Data Guru allows brands to collaborate with data experts for creating and executing high-performing audiences. Additionally, Audience Data and Distribution fuel optimal campaigns with thousands of high-performing audiences.

Analytics Services

Acxiom emphasizes the importance of analytics in driving better marketing decisions and growth. Their Data Strategy Consulting partners with industry-leading data strategists to optimize data and technology use for exceptional customer experiences. Advanced Predictive Analytics leverages cutting-edge techniques to support customer journey analytics needs. Campaign Measurement helps measure incremental lift and improve marketing campaign performance. Impact Analysis enables an understanding of global market trends and their impact on customers. Multi-touch Attribution measures addressable media effectiveness, and Intelligence Hub empowers brands with a cloud-based data analytics environment for real-time insights.

Data Privacy

Acxiom’s Global Data Ethics & Privacy Program ensures the sustainable and responsible use of data in marketing and advertising. By fostering an ethical data-use culture, Acxiom helps brands utilize data to understand their customers and create relevant marketing strategies. They provide expertise as leading data privacy experts in the industry.

Customer Insights

Acxiom has garnered positive customer satisfaction across various aspects. Customers appreciate the company’s ability to deliver effective data-driven marketing solutions that help them better understand their target audiences. Acxiom’s expertise in data analytics, customer segmentation, and personalized marketing strategies has been consistently praised. The company’s commitment to maintaining data privacy and security has also received positive feedback, instilling confidence and trust among its clientele.

Acxiom’s dedication to providing exceptional customer service is a key factor contributing to customer satisfaction. Many customers commend the company’s responsiveness and willingness to address their needs promptly. Acxiom’s team of experts, who are knowledgeable in their respective fields, has been lauded for their ability to provide tailored solutions and guidance. Regular communication, collaboration, and proactive support have been highlighted as significant strengths of Acxiom’s customer service, ensuring a seamless experience for its clients.

While Acxiom enjoys a high level of customer satisfaction, some areas for improvement have been identified based on customer reviews. One notable concern is the complexity of Acxiom’s products and solutions, which can be challenging to navigate for some users. Simplifying the user interface and providing more intuitive features could enhance user experience and accessibility. Additionally, a few customers have expressed the desire for more customizable reporting options, allowing them to extract insights that align specifically with their business objectives.

Statistics.

• Founded: 1969


• Acquired: 7 organizations


• Average employee tenure: 13 years


• 50+ years of data-driven marketing expertise


• People-based marketing boosts efficiency and cost control by 20-30%


• 95% client contract renewal rate

Ratings and Commentary

Acxiom has established itself as a trusted partner for marketers seeking data-driven solutions. Their extensive experience, combined with a broad range of services, allows them to cater to the diverse needs of clients across industries.

Acxiom operates in a vast market, serving thousands of clients and partners worldwide. The size of the market for customer intelligence and data-driven marketing solutions is significant and continues to grow as businesses recognize the importance of understanding their customers. Acxiom’s long-standing presence and expertise in this market make them a key player in meeting the evolving needs of marketers.

As part of The Interpublic Group of Companies, Inc. (IPG), Acxiom benefits from strong capital backing, enabling them to invest in research, development, and expanding their market presence. This financial support positions Acxiom favorably against competitive threats like CyberArk and Navisite Services.

With strong leadership from Chad Engelgau, Chief Executive Officer, and Beth-Anne Bygum, Chief Security and Compliance Officer, the organization is at the forefront of customer intelligence and data-driven marketing.

Their commitment to delivering high-quality solutions is evident in their extensive range of services. Their offerings cover various aspects of marketing, data management, and technology, providing clients with comprehensive tools to better understand their customers and create meaningful experiences.

Acxiom's Video

Key Executives

Chad Engelgau, CEO

He serves as Acxiom’s President and Chief Executive Officer, providing strategic leadership to the organization. He is a founding member of Acxiom’s IDEA Council and serves as the executive sponsor for Acxiom Women LEAD and Acxiom Black Employee Network. Chad has extensive experience in data and identity product management and strategy, previously serving as Global Chief Data Strategist at Kinesso and holding various leadership roles at Acxiom.

Beth-Anne Bygum, CSCO

She is Acxiom’s Chief Security and Compliance Officer, responsible for global cybersecurity, enterprise risk management, and information governance strategies. With almost 30 years of experience in building resilient security and information governance programs, Beth-Anne has worked in various industries including biotechnology, consumer product goods, and data science and technology. She brings a collaborative approach to leadership, fostering innovation and security solutions.

Mary Ward, CPO

She is the Chief People Officer at Acxiom, leading all people initiatives and programs aligned with the company’s core values. With a strong focus on associate care and leadership development, Mary leverages her cross-functional skills and business acumen to ensure the well-being and growth of Acxiom employees. She has held multiple leadership positions within Acxiom, including Business Analyst, Client Services Manager, and Director of Client Services.

Brett Madison, CFO

Bret serves as the Chief Financial Officer at Acxiom, overseeing the company’s financial management and driving the long-term financial vision. With nearly 20 years of experience at Acxiom, Brett has played various financial oversight and strategy roles. His industry expertise in data-driven marketing services contributes to the company’s financial success. Brett holds a bachelor’s degree in accounting and an MBA, and he brings strong financial acumen to his role.

Organizational Insights

According to the reviews and an average rating of 3.8/5 stars on Glassdoor, employees mention a shared sense of purpose and the belief that their work at Acxiom contributes to something greater than themselves. This indicates a culture that values meaningful and impactful work, fostering a sense of pride and motivation among employees.

Several reviews mention Acxiom’s commitment to diversity and inclusion. The company has established diversity-celebrating business resource groups, which encourage dialogue and foster change across various employee groups. This indicates that Acxiom actively promotes an inclusive and diverse workplace.

Acxiom demonstrates a commitment to supporting its employees through various benefits and programs. The company offers comprehensive health programs for employees and their families, retirement planning assistance, emotional wellness support, and even programs to support the care of pets. These benefits indicate a culture that prioritizes employee well-being and recognizes the importance of work-life balance.

They also provide paid maternity and paternity leave options, as well as adoption support programs. This demonstrates a culture that values family and strives to create an inclusive and supportive environment for employees who are starting or expanding their families. Acxiom also offers education assistance programs to support employees’ professional development and skill enhancement. They also have an executive-sponsored mentorship program to foster leadership and diversity knowledge. These initiatives indicate a culture that values continuous learning and provides opportunities for career growth.

Acxiom provides flexible time-off policies, allowing employees to have generous time off for personal needs, volunteering, or rest. This flexibility indicates a culture that trusts its employees to manage their time effectively and recognizes the importance of work-life integration.

Board Members

Board Members information is publicly not available.

Investors

Interpublic Group of Companies, Inc. (IPG)

IPG announced on July 2, 2018, that it had reached a definitive agreement to acquire Acxiom Corporation’s Marketing Solutions business unit. This acquisition was completed through a cash transaction valued at $2.3 billion, with a net value of $2.0 billion after considering the acquisition-related tax step-up benefit. The agreement received unanimous approval from the boards of directors of both IPG and Acxiom. The acquisition is significant as it brings together IPG’s extensive capabilities in media, creative services, marketing services, and analytics with Acxiom Marketing Solutions’ unparalleled expertise in data management. By leveraging IPG’s global scale and consumer insights, this deal enables the integration of Acxiom’s brand name into the IPG portfolio. It is important to note that this transaction does not include Acxiom Corporation’s LiveRamp business.

Key Milestones

• 2023 – Beth-Anne Bygum, Chief Security & Compliance Officer at Acxiom, was appointed to serve on NTSC Board of Directors. Bygum will contribute to shaping the strategic direction of the NTSC alongside other CISOs representing various enterprise companies.


• 2023 – Traci Williams, VP of Financial Services at Acxiom, was inducted into the Arkansas Academy of Computing. Traci has been honored with induction into the esteemed Arkansas Academy of Computing. This recognition highlights Williams’ significant contributions to the field of computing and acknowledges her expertise and accomplishments.


• 2023 – Beth-Anne Bygum receives the 2023 Champions in Security Award. The award, sponsored by Titaniam, Inc., acknowledges leaders who embody values like respect, inclusion, collaboration, community, innovation, and education in the cybersecurity domain.


• 2023 – Acxiom enhances marketing ROI with Salesforce Data Cloud. Acxiom introduces the Data Enhancement for the Customer Data Platform app, enabling customers to optimize their marketing investments and leverage the full capabilities of Salesforce Marketing Cloud CDP. This offering empowers brands to accelerate their digital transformation and achieve greater returns on their marketing efforts.


• 2022 – Acxiom was recognized as a leader in the Snowflake Modern Marketing Stack Report. The partnership between Acxiom and Snowflake aims to equip advertisers with comprehensive tools to understand and engage with prospects and customers across multiple channels.

News and Press Releases

• May 1, 2023 – Group 1 Automotive Selects Acxiom to Lead Enterprise-wide Customer Data Platform (Read)


• March 2, 2023 – Acxiom works with Amazon Ads to Power Customer-Obsessed, Every-Channel Marketing (Read)


• February 7, 2023 – Acxiom Announces Data Clean Room Solution Powered by Snowflake for Privacy-First Collaboration in a Cookieless World (Read)


• January 4, 2023 – Acxiom Research: Data-Driven Personalization Transforms the Automotive Industry for Today’s Customer-Centric World (Read)


• November 14, 2022 – Acxiom Joins Salesforce AppExchange, the World’s Most Trusted Enterprise Cloud Marketplace, to Transform Personalized Experiences at Scale for Consumer Brands (Read)

Competitors

CyberArk

CyberArk is a global leader in Identity Security, focusing on privileged access management. Their comprehensive security offering covers all types of identities, human or machine, across various business applications, hybrid cloud workloads, distributed workforces, and the DevOps lifecycle. CyberArk is trusted by leading organizations worldwide to secure their critical assets. They specialize in protecting against cyber attacks that exploit insider privileges, offering targeted security solutions to proactively prevent attacks and mitigate irreparable business harm.

Navisite Services

Navisite is a trusted digital transformation partner for both growing and established global brands. They provide specialized teams, industry solutions, and expertise in business processes and applications. Navisite offers a wide range of services, including cloud solutions, enterprise applications, data management, intelligent automation, and cybersecurity solutions. Their strategic advisory and transformation services help businesses navigate change and meet new demands at any stage of their journey. Navisite empowers organizations to modernize, build, and support agile, resilient, and expanding businesses.

PricewaterhouseCoopers (PwC)

PwC is a leading auditing and consultancy company, operating globally. They support clients from various sectors in achieving their objectives through their extensive worldwide network. PwC serves groups, family-owned companies, industrial and service companies, global players, local heroes, the public sector, associations, and NGOs. With over 13,000 specialists and 600 partners across 21 locations in Germany alone, PwC offers comprehensive auditing and consultancy services. Their three divisions include assurance, tax and legal advice, and deals and consulting, providing clients with integrated, long-term assistance while adhering to legal requirements and maintaining professionalism.

Frontline Education

Frontline Education is a prominent provider of school administration software, offering solutions for student and special programs, business operations, and human capital management. They leverage powerful data and analytics to empower educators, supporting greater efficiency, productivity, and effectiveness. Frontline Education’s comprehensive portfolio includes tools for recruiting, hiring, absence and time management, professional growth, student information systems, special education, Medicaid reimbursement, school health management, inventory control, payroll, benefits, and financial management.

One Six Solutions

One Six Solutions is a Chicago-based data and software engineering firm. Their core competencies cover both traditional and cloud-based data and software engineering. With an average of 10 years of professional experience, they have worked across diverse industries such as healthcare, pharma, manufacturing, higher education, non-profit, software, professional services, and product start-ups. One Six Solutions offers custom application development, data integration, analytics solutions, and software consulting services.

Corporate Responsibility

Acxiom’s approach to corporate responsibility includes the establishment of Global Business Resource Groups (BRGs). These groups foster grassroots commitment among associates and work in conjunction with the company’s IDEA Council to drive diversity, equity, and inclusion efforts forward. One notable BRG is the Acxiom Black Employee Network (ABEN), which provides support, education, and opportunities for professional and personal development to Black associates, aiming to transform the company’s culture.

Another significant BRG is Acxiom Women Lead, a grassroots organization dedicated to promoting gender equality and opportunities within Acxiom and the broader community. This group empowers women and fosters an environment where they can thrive both personally and professionally. Acxiom also recognizes the importance of supporting parents and caregivers through a dedicated BRG, offering a platform for connection, learning, and access to resources.

Furthermore, Acxiom demonstrates its commitment to corporate responsibility by supporting military veterans and their families. The Military/Veterans BRG creates a sense of community and appreciation for the service veterans have provided. Additionally, the Dis-Ability Champions BRG focuses on building awareness and fostering an inclusive environment for people with disabilities and those who support them. Acxiom’s corporate responsibility efforts extend beyond its internal initiatives. The company actively engages with communities by partnering with various organizations. For instance, Acxiom collaborates with the Women’s Foundation of Arkansas to promote the Girls of Promise® STEM initiative. This program encourages young women to pursue STEM fields through post-secondary education, fostering future leaders in technology and marketing.

Moreover, Acxiom serves as a valued community partner with the University of Central Arkansas. They contribute significantly to education in STEM fields and maintain collaborative partnerships with the university’s College of Business and College of Natural Sciences and Mathematics. Initiatives such as the IT Careers Camp for high school students, internships, scholarships, and curriculum enhancements demonstrate Acxiom’s commitment to nurturing talent and addressing the skill set needs of the market.

Additionally, Acxiom supports organizations like Girlstart, which focuses on increasing girls’ interest and engagement in STEM through innovative educational programs. By partnering with Girlstart, Acxiom helps provide comprehensive STEM education to K-12 girls in high-need schools across the United States, fostering skills development and cultivating interest in STEM electives, majors, and careers.