Acxiom Unveils Personicx LifeChanges, First-of-its-Kind System Recognizes Consumer Changes
LITTLE ROCK, Ark.--(BUSINESS WIRE)--Aug. 11, 2004--Acxiom(R) Corporation (Nasdaq: ACXM) today announced the release of Personicx LifeChanges(SM), the only consumer segmentation system of its kind that allows marketers to target receptive customers as they move through life variations that affect their purchase behavior.
"Acxiom's latest innovation will offer marketers the ability to anticipate customer behavior and provide the right product at the right time," said Acxiom Company Leader Charles D. Morgan. "Personicx LifeChanges gives companies a competitive edge, in essence providing them with the power to market to consumers as they change from one life stage to the next. This has never been done before."
Personicx(R) is a household-level segmentation system that places each U.S. household into one of 70 segments, or "clusters," based on its specific consumer behavior and demographic characteristics.
Personicx LifeChanges tracks the migration of households from one Personicx life stage cluster to another by using Acxiom's InfoBase(R) List prospect file, which is composed of households whose segment assignment has recently changed from one Personicx life stage to another. Personicx LifeChanges creates a monthly "change" file compiled from an evaluation of changed Personicx codes on the InfoBase List file and historical trend analysis.
Some specific events such as marriage, the purchase of a home, the birth of a child or preparation for retirement are likely to result in a cluster change.
"Movement from one life stage cluster to another can trigger a prime marketing opportunity," said Rich Howe, Acxiom's leader for products, consulting and marketing. "Personicx LifeChanges is designed for top-tier marketers who already have an appreciation for segmentation systems and who understand the 'above and beyond' value of Personicx."
Howe pointed out that by recognizing households whose life stage has changed companies can target consumers with a heightened readiness for new products and services associated with their new life stage status. "Many consumer activities surround a life stage change, and readiness-to-buy also increases. The sooner these consumers are approached, the quicker the response and the shorter the payback period," Howe said.
According to research conducted by Acxiom, an estimated 30 million to 35 million household Personicx cluster migrations occur each year. Personicx cluster assignments are updated each month to reflect the constant amount of consumer change.
"This is the only technology of its kind," Howe said. "By using Personicx LifeChanges, a company can get the jump on its competitors by recognizing consumer changes when they occur."
About Acxiom Corporation
Acxiom Corporation (Nasdaq: ACXM) integrates data, services and technology to create and deliver customer and information management solutions for many of the largest, most respected companies in the world. The core components of Acxiom's innovative solutions are Customer Data Integration (CDI) technology, data, database services, IT outsourcing, consulting and analytics, and privacy leadership. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, with locations throughout the United States and Europe, and in Australia and Japan. For more information, visit www.acxiom.com.
Acxiom, Personicx and InfoBase are registered trademarks of Acxiom Corporation. LifeChanges is a service mark of Acxiom Corporation.
Contacts
Acxiom
Jonathan Portis, 501-252-6284
PR@acxiom.com
GACXM
[ Comment, Edit or Article Submission ]
