Acxiom has announced a UK-wide formal partnership with business analytics provider Tableau Software.
Acxiom says the deal will allow it to increase its core capabilities in customer data analytics and business intelligence analysis, enhancing and simplifying marketers’ view of its customers.
By accessing multi-channel customer data through Tableau, Acxiom’s clients will gain insights that aim to result in better-tailored, more efficient campaigns.
Ian James, European Managing Director at Acxiom, said: “Tableau’s proposition is closely aligned with Acxiom’s. Visualising and understanding data is crucial to driving engagement between brands and their customers across all channels to deliver better customer experiences and produce better business results.
“Acxiom shares our mission to help people see and understand their data,” commented James Eiloart, Vice President of EMEA at Tableau Software. “In a world that creates increasing volumes of complex consumer data, the simplest solutions are key to gaining data-driven insights.”