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Acxiom enables effective marketing in changing economic climate

~ launches Acxiom ® InfoBase-X® Affordability solution to help marketers target those with money to spend ~

August 11, 2009

Acxiom has launched InfoBase-X Affordability, a solution to help marketers determine how UK consumers are affected by changes in the economy. Affordability provides insight into how exposed households are to the effects of economic change, in terms of overall expenditure, financial commitments and interaction with products and services and identifies ways businesses can manage their customer relationships during bad times and good.

For the first time ever, national econometric expenditure and food data from the Office of National Statistics has been combined with the largest and most accurate consumer lifestyle database to provide the most compelling view of the economic wellbeing of every household in the UK. The result is a tool to determine who is most likely to emerge from the downturn more quickly, who is less likely to be affected and who may struggle for longer. This in turn will aid marketers with their campaign planning, product development, lifetime value measurement and price sensitivity, both in the short and long term.

Executive quote

“Rather than rely on special offers to acquire customers, or cut back on marketing activities altogether, marketers can now create tailored campaigns in the downturn using all the data they need for full recession sensitivity,” said Nick Martin, managing director at Acxiom UK. “Affordability provides a unique depth of insight into a household’s potential levels of discretionary income, standard of living, debt, outgoings and assets – and even an indication of their tendency to indulge.”

“Even when finances are tight, there are people who still spend on leisure activities and luxuries. So marketing to them while not alienating those who are extremely price-sensitive will reap rewards both not just now, but also when the market picks up.” he concluded.

About the company

About Acxiom
The global leader in interactive marketing services, Acxiom connects clients with their customers through deep consumer insight, powering effective and profitable marketing initiatives and business decisions. Our consultative approach spans multiple industries and incorporates decades of experience in consumer data and analytics, information technology, data integration and consulting solutions for effective marketing across digital, Internet, email,
mobile and direct mail channels. Founded in 1969, Acxiom is headquartered in Little Rock, Ark., and serves clients around the world from locations in the United States, Europe and the Asia-Pacific.

Contact details

For more information about Acxiom, visit www.acxiom.com .

For further press information, please contact:
Suzy Ferguson or Lisa Gillingham at LEWIS PR
Tel: +44 (0) 020 7802 2626
Email: acxiom@lewispr.com

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Acxiom enables effective marketing in changing economic climate

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