Publications
Publications
- January 2016
- HBS Case Collection
Acxiom
By: John Deighton
Abstract
Acxiom built the market for personal data, yet sales have been flat for a decade during which marketing's appetite for data has exploded. Will the acquisition of a digital data onboarder LiveRamp give marketers what they want from a data broker?
Keywords
Big Data; Direct Marketing; Personal Data; Privacy; Digital Marketing; Retargeting; Rights; Analytics and Data Science; Ethics; Marketing; United States
Citation
Deighton, John. "Acxiom." Harvard Business School Case 516-037, January 2016.