Customer information tech firm Acxiom will partner with I-Behavior, a provider of data-based targeting services to direct marketers, to offer retailers a detailed and localized look into consumer buying.
Privately held I-Behavior operates a SKU-level co-operative database that takes in more than 1300 companies serving 120 million buyers and 95 million households.
“Increasingly, retail success is predicated on localized marketing and merchandising to the unique needs of consumers in a retailer’s trading area,” said Tim Suther, Acxiom’s director for retail and consumer markets in a release. “Our partnership with I-Behavior enables deeper, more accurate insight into actual purchasing behavior.”
“Our members tell us they would like to have a single provider for both marketing services and marketing data,” said Sam Cardonsky, senior vice president for membership development at I-Behavior.
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