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Acxiom's Collaborations with Google & Facebook Bode Well

On Jun 21, Zacks Investment Research updated the research report on information technology services provider, Acxiom CorporationACXM .

Founded in 1969, Acxiom offers consumer data and analytics, data integration and consulting solutions that enable clients to improve their decision-making processes and better manage customer relationships. Over the years, the company has emerged as a formidable player in the field of marketing services and technology.

Google Customer Match

LiveRamp, an operating arm of Acxiom, has recently extended its data connectivity collaboration with technology firm, Alphabet Inc. GOOGL , to offer an integrated marketing program to its clients. The expanded partnership will enable Acxiom to offer its clients greater flexibility to execute seamless cross-channel marketing campaign for its consumers.

With the extended partnership, Acxiom will now offer Google Customer Match product. The integrated service will facilitate LiveRamp's clients to use LiveRamp Connect to activate their first-party emails for targeting advertisements across Google YouTube, Search and Gmail. Customer Match will help clients to activate their email customer files with a few simple clicks instead of uploading the same to multiple locations. This is likely to generate incremental revenues through higher customer reach and top-of-the-mind product recalls.

Partnership with Facebook

LiveRamp also extended its data connectivity collaboration with technology firm Facebook, Inc. FB to offer an integrated marketing program to its clients.

The expanded partnership will enable Acxiom to offer its clients greater flexibility to execute seamless cross-channel marketing campaigns for their consumers.

The collaboration will allow Acxiom's clients to connect their Facebook advertising campaigns easily with offline sales transactions in retail stores, branch offices, contact centers and other brick-and-mortar locations. This, in turn, will help them to securely onboard their sales transaction data and perform closed-loop measurement analysis for better decision making.

Moving Forward

Acxiom continues to reposition its portfolio by divesting assets that no longer fit its corporate strategy and is focusing on other attractive markets instead. At the same time, Acxiom is implementing a new data structure, which tracks revenues and costs by product categories, to simplify workflow. The Connectivity segment continues to show strong momentum as well, backed by new customer additions and partner integrations. We are impressed by such initiatives undertaken by the Zacks Rank #4 (Sell) company. A better-ranked stock in the industry is CDK Global, Inc. CDK , which carries a Zacks Rank #2 (Buy).

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The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.


The views and opinions expressed herein are the views and opinions of the author and do not necessarily reflect those of Nasdaq, Inc.

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