Most Marketers Seek Customer Centricity, but Lack Integrated Data and Systems


Most Marketers Seek Customer Centricity, but Lack Integrated Data and Systems

Acxiom and Digiday survey reveals opportunities & barriers

LITTLE ROCK, Ark.--(BUSINESS WIRE)-- Marketers aspire to be customer centric but lack integrated data and systems to make it so. According to a recent survey by Acxiom® (Nasdaq: ACXM) and Digiday, 70 percent of respondents poorly integrate data, negatively impacting marketing performance, customer value and overall margins.

While most have a "relentless focus to better understand and recognize high-value customer segments," 74 percent can't recognize customers in real time and 79 percent don't have or won't have customer value scores. More than 50 percent blame a lack of integrated data or technology, and 24 percent indicate that measurements do not encourage customer centricity.

"Marketers are just beginning the customer centric journey," said Tim Suther, Acxiom CMO. "To achieve maximum customer value requires refining insights across all relevant data, then applying it wherever customers are. Doing so can improve customer value 10-15 percent."

For more results, download the Acxiom/Digiday white paper. To watch Tim Suther present the finding, please click here.

About Acxiom

Acxiom is a recognized leader in marketing services and technology that enable marketers to successfully manage audiences, personalize consumer experiences and create profitable customer relationships. Our superior industry-focused, consultative approach combines consumer data and analytics, databases, data integration and consulting solutions for personalized, multichannel marketing strategies. Acxiom leverages over 40 years of experience in data management to deliver high-performance, highly secure, reliable information management services. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, USA, and serves clients around the world from locations in the United States, Europe, Asia-Pacific and South America. For more information about Acxiom, visit

Acxiom is a registered trademark of Acxiom Corporation.

Acxiom Corporation
Ines Gutzmer, 404-434-0237
Director of Corporate Communications

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Originally published