Acxiom® Corporation, a recognised leader in marketing services and technology, has been appointed by Guardian News & Media (GNM) to build a single, global customer database.
The move supports the publisher’s recently announced move to become a digital-first organisation, designed to place open journalism on the web at the heart of its strategy and drive deeper engagement with its audiences.
The multi-year contract that was awarded to Acxiom following a competitive tender process will encompass all of GNM’s on- and offline media brands, including The Guardian and The Observer.
Acxiom will create a single, global customer database, bringing together in one place customer details for each brand. Once built, Acxiom will provide strategic consulting support, campaign management and reporting on an ongoing basis.
After the design phase of the database is completed, GNM will have access to multidimensional data to provide its current and prospective audiences with more relevant and timely digital content and offers based on their preferences and behaviour.
The programme is expected to significantly improve audience experience and bring The Guardian and The Observer closer to their audiences as the business continues its digital expansion.
Acxiom is combining its own proprietary technology with additional tools and services from external suppliers to develop and manage the database.
Andre McGarrigle, GNM Customer Insight and Data Strategy Director, said: “The principle of audience-centricity lies at the heart of the digital transformation process happening at GNM. Our investment in this important area is part of an ongoing drive to continuously improve the relevance and convenience of the content, products and services we offer our audiences around the world.”
Clare Morgan, Acxiom’s European Director for telco, media and high-tech, added: “Acxiom is proud to be part of this transformational project for GNM. Our company is known for providing strategic direction that delivers insight-driven solutions for our clients leading to true consumer engagement and personalised brand experiences.”
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