Acxiom and ActionIQ partner to deliver Composable Customer Data Platform

Acxiom and ActionIQ partner to deliver Composable Customer Data Platform

Acxiom announced a strategic partnership with ActionIQ, a leader in Customer Data Platform (CDP) technology. This collaboration aims to transform how businesses leverage customer data for marketing and personalized customer experiences.

Customer data platforms (CDPs) are tools for marketers, enabling them to collect, unify, and analyze customer data from various sources. However, traditional CDPs often require complex implementations and may not integrate well with existing data infrastructure.

ActionIQ's CDP solution takes a different approach with its "composable architecture." This architecture allows businesses to select and integrate specific components based on their needs, offering greater flexibility and potentially faster deployment compared to traditional CDPs. Additionally, ActionIQ's platform offers a "try-before-you-buy" option, allowing businesses to test its features using their own data before committing.

Acxiom's contribution to the partnership

Through this partnership, Acxiom contributes its expertise in customer intelligence to enhance ActionIQ's CDP platform:

  • Richer Customer Profiles: ActionIQ integrates with Acxiom's consumer data, enriching customer profiles with additional demographics, household information, behavioral data, and user preferences. This allows for more precise audience segmentation and personalized marketing strategies.
  • Enhanced Identity Resolution: Acxiom Real ID™ technology integrates with the platform, providing a holistic view of customers across channels and touchpoints. This improves the platform's ability to manage complex customer identities, leading to more targeted marketing efforts.
  • Data Security and Compliance: Acxiom's Privacy-by-Design framework, combined with ActionIQ's security measures, aims to ensure the platform remains secure and compliant with evolving data privacy regulations.

Benefits for marketers

This partnership offers several benefits for marketers:

  • Faster Time to Value: The composable architecture and "try-before-you-buy" option can potentially accelerate deployment and deliver results faster.
  • Improved Customer Insights: Richer customer profiles and enhanced identity resolution enable more precise audience targeting and personalization.
  • Scalability and Flexibility: The composable architecture allows businesses to scale their CDP solution as their needs evolve.
  • Data-Driven Decision Making: ActionIQ's platform with Acxiom's AI-powered analytics can provide marketers with valuable predictive insights for campaign optimization.

The collaboration between Acxiom and ActionIQ represents a significant development in the CDP landscape. By combining composable architecture with deep customer intelligence capabilities, this partnership aims to empower businesses to leverage their customer data more effectively for improved marketing results and enhanced customer experiences.

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