Acxiom Corporation, and Abacus Direct have formed a multi-year strategic partnership aimed at generating new products for customers of selected vertical indusries.
Acxiom has started phasing out its SmartBase product, which competes against the Abacus Alliance Database of catalog shoppers. Existing SmartBase customers will be transferred to the Abacus Alliance, and commitments to existing SmartBase customers will be honored.
Abacus will also adopt Acxiom’s AcxiKey data management technology and for Acxiom to apply key variables to the AcxiKey database
“Linking Abacus’ information about catalog consumers with our demographic data will provide unmatched knowledge to assist our mutual customers in their strategic marketing efforts,” said Acxiom chairman and company leader Charles D. Morgan in a statement.
“We are continually working to supply larger, better targeted and more deliverable universes to Abacus participants and to broaden the information in our market research reports,” said Abacus chairman and CEO Tony White in a statement. “This alliance with Acxiom will greatly enhance our ability to deliver in all of those areas.”
Conway, AR-based Acxiom provides data products and services, as well as mailing services. Abacus Direct manages the Abacus Alliance, a cooperative database of more than two billion consumer transaction records culled from 1,100 participating catalogs.
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