Publications
Publications
  • January 2016
  • Case
  • HBS Case Collection

Acxiom

By: John Deighton
  • Format:Print
  • | Language:English
  • | Pages:19
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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.

About The Author

John A. Deighton

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