Acxiom and SMG in Data Sharing Deal

Enterprise data and analytics firm Acxiom has announced a European-wide partnership with global media network Starcom Mediavest Group (SMG), sharing data and assisting entry into new geographical markets.

The deal is part of a wider global agreement between the two organisations. SMG will use Acxiom data to develop more targeted branding, retention and acquisition strategies; and its customer recognition technology AbiliTec to 'centralise and connect campaigns and data' across all its channels and platforms. This includes using Acxiom Safe Haven technology to bring in clients' first party data, to create an anonymised single view of the customer for use in online media planning and buying, in pursuit of its goal of 'one-to-one marketing at scale'.

Ian James, Acxiom's European MD, says the 'combined power' of the two firms 'in data, technology and social media makes for a formidable partnership that will bring enormous value to clients' brands.' Chris Camacho, Managing Partner at SMG, says the partnership 'enhances [SMG's] audience identification and targeting capabilities and expanding beyond this into the world of programmatic buying', and will deliver 'vast benefits and value' to its client base across Europe.

Acxiom, which last month announced plans to open a new office in Austin, Texas with recruitment of up to 150 technology, engineering and operations positions, is on the web at www.acxiom.com . SMG is part of Publicis Groupe and is online at www.smvgroup.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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