Acxiom Aims for Big Data Game Changer

Analytics software firm Acxiom has launched the Audience Operating System (AOS), a tool helping marketers to connect disparate data sources in order to profile and target consumers.

Acxiom says the new system works at three levels or layers: a Data Layer, allowing marketers to pull in and integrate 'virtually any type of data', including structured, unstructured, 1st-party CRM, third-party data source, and its own consumer data; an Audience Operations Layer which cleans and matches data, then sets it in context to provide 'actionable insights about real people'; and finally an Applications Layer activating its partners' 'Approved Apps' for a wide range of marketing purposes.

The new system comes pre-loaded with a number of Acxiom's foundational applications, including one stop shop Acxiom Audience Architect, planning tool Acxiom Cross-Channel Planner, recommendation & optimization simulator Campaign Optimizer, plus analytics and other technical tools.

Scott Howe, Acxiom's President and CEO, comments: 'Consumers are being bombarded by irrelevant advertising at every turn. This isn't the result of marketers having too little data. Rather, it's because marketers are drowning in too much data - data that's disconnected and siloed, creating disconnected experiences... Acxiom is on a mission to end advertising waste and noise, and AOS is the answer.' Phil Mui, Acxiom's Chief Product and Engineering Officer, notes that 'AOS is absolutely privacy compliant and keeps privacy promises made to consumers by us, advertisers, publishers and all participants in this ecosystem.'

Web site: www.acxiom.com .