Per a media report, marketing technology and services
), recently launched a system that combines the offline and
online activities of an individual to form a wide profile.
To date, marketing data providers rely on cookies - the online
tracking tools - to access individual data. However, the system
is not flawless as this leads to different profiles for an
individual based on the various data collection points, such as
personal computers, work computers, mobiles and tablets.
The new system, on the other hand, will extract data from the
various sources like online and in-store shopping habits and
various website activities and combine them into a single usable
profile that will be presented to the marketers. This system will
have a unique profile for every individual despite using various
The company recently launched a new consumer portal "
" to maintain transparency. This portal enables individual to
view and update their information that the company provides to
Acxiom has tie-ins with leading companies like
), which allows the company clients to flash their personalized
marketing messages on the websites.
Though these initiatives are beneficial for the marketers,
consumer advocates are worried about the privacy of individuals.
These businesses are currently under the scrutiny of both the
Federal Trade Commission and a Senate committee.
We expect the company to derive great benefits from the new
system which will bring a new wave to the data providing
The new system comes amid declining business scenario for the
company. Acxiom reported flat year-over-year earnings for the
first quarter of fiscal 2014 standing at 17 cents per share.
Revenues in the quarter dropped 2% year over year to $266
In the quarter, Marketing and Data Services revenues declined
2% year over year to $188 million, with 1% year-over-year decline
registered in the IT Infrastructure Management revenues standing
at $69 million.
Acxiom currently carries a Zacks Rank #5 (Strong Sell).
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