Acxiom and I-Behavior Forge Partnership

Database giant, Acxiom Corporation and database marketing services company I-Behavior, have linked up to offer in-depth and localized data on consumer purchasing behaviour to multi-channel retailers.

The partnership will offer a single provider of both marketing services and marketing data, and both firms will actively recruit new contributors to I-Behavior's database.

I-Behavior claims the largest SKU-level database on the market today, holding data on more than 1,300 companies representing 120 million buyers and 95 million households. SKU is an identifier used by retailers to track the sale of products and services.

Acxiom offers Customer Data Integration (CDI) technology, database services, consulting and analytics. Through its InfoBase® database, the firm holds US consumer and telephone data which can be used for analysis purposes and direct mail.

Describing the reasons behind the collaboration, Tim Suther, Acxiom's Retail Client Services Leader said: 'Our partnership with I-Behavior enables deeper, more accurate insight into actual purchasing behavior, providing a fact-based, privacy-assured supplement to marketing and merchandising decisions. Our research concluded that the I-Behavior database offers superior depth and higher predictability to consumer purchasing behavior.'

The two firms are on the web at: www.acxiom.com and www.i-behavior.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.