Acxiom and DKSA Combine for Travel Focus

In the US, customer data integration firm Acxiom has partnered with travel research agency DK Shifflet & Associates (DKSA) to provide travel companies with insights about the buying and travel behaviors of customers and prospects.

The firms have combined DKSA's monthly travel survey data with Acxiom's PersonicX household-level segmentation tool to offer a complete view of travel behavior such as frequency, purpose, hotel stays, airlines, car rentals, and expenditures.

'Integrating this level of consumer preference and behavior information with PersonicX will allow travel marketers to efficiently target the most likely customers,' explained Greg Hogue, Acxiom's Travel Industry Executive.

Through the PersonicX Classic segmentation system, US households are placed in one of 70 segments and 21 lifestage groups based on specific consumer behaviour and demographic characteristics. The system offers clients a better understanding of the PersonicX Classic clusters most likely to patronize certain hotel chains, engage in specific travel activities, fly airlines based on loyalty or cost, and other activities.

Doug Shifflet, CEO of DKSA says that the combination of both data sets supports the firms' ambition to provide travel marketers with the most complete consumer-based travel information available.

Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, with locations throughout the US, Europe, Australia, China and Canada. DKSA is located in McLean, Virginia.

Web sites are at www.acxiom.com and www.dksa.com .

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

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