Acxiom has announced a strategic partnership with data specialist The Data Agency, part of the REaD Group, to be the sole reseller of a suite of Acxiom data products for rental to the UK market.
Effective immediately, The Data Agency (TDA) will take over the rental provision of Acxiom’s Lifestyle data products to include: Behaviour Bank, InfoBase Lifestyle Census as well as Personicx segmentation data and Charity Prospect Pool to provide direct mail, telemarketing and email rental files.
This agreement will allow Acxiom to deepen its efforts towards strategic developments to both existing products, such as its InfoBase national data asset and the AbiliTec customer recognition technology, and new digital and cross-platform solutions such as Audience Operating System™ (AOS™).
Building on a long-term relationship, Acxiom assessed The Data Agency to be ideally suited as a strategic partner; ensuring marketers have access to the best data and results through a contemporary data rental model.
“This deal reinforces Acxiom’s commitment to the data market,” said Acxiom UK’s managing director, Christian Peck, “More than ever data is a critical asset to the marketer so we want to sharpen our focus on our strategic data, data management and digital solutions such as Audience Operating System. We have an excellent long-standing relationship with The Data Agency and we believe that they are the right partner to bring Acxiom’s data to the rental market.”
Mark Roy, Chief Executive of REaD Group added, “The addition of Acxiom’s rental product suite to our offering is a transformative change to the business as a whole, and means we will now offer the most comprehensive view of the UK population in a privacy compliant way. In an increasingly challenging marketplace, brands demand both depth and breadth of insight to inform their decision-making and to prove effectiveness and ROI. This partnership will allow us to marry fresh consumer insight with strategic advice on approach and best practice. Being the sole provider will allow us to seamlessly service existing Acxiom data rental clients and offer our own clients additional value.”
The strategic partnership is effective immediately and The Data Agency is ready to support rental enquiries for Acxiom data.