Acxiom® (Nasdaq: ACXM), an enterprise data, analytics and software-as-a-service company today announced the unveiling of AboutTheData.com, the first online consumer portal of its kind that allows individuals to view and update core data elements that are part of the information Acxiom makes available to advertisers for digital marketing.
AboutTheData.com represents another step in Acxiom’s continued journey to empower consumers by giving them new educational tools to gain a better understanding of how marketing data is used, and the ability to update the marketing data Acxiom has about people according to their preferences. This will result in more relevant offerings and better online experiences for the consumer.
“AboutTheData.com has been in the works for quite some time and we are pleased with the positive feedback it has received from industry advocates and policy makers,” said Acxiom CEO Scott Howe. “After 40+ years of advocating for the responsible use of consumer data, we’re now taking our first step in establishing a direct relationship with consumers and plan to grow the site and its capabilities over time.”
In the initial beta release, AboutTheData.com will allow consumers to view and edit the data about them that Acxiom clients use for digital marketing. The data is gathered by Acxiom from many sources, and includes demographic data about individuals and households, and their purchase habits and interests. The site will not only give consumers transparency into the data Acxiom has about them, but also the ability to opt-out completely. Consumers who actively participate in making sure this data is current will enrich their online experiences with better, more relevant offers and ads.Future updates to the portal will be influenced by feedback to this beta release, according to Acxiom’s Chief Product and Engineering Officer, Phil Mui, Ph.D. “Launching something like AboutTheData.com, which is a consumer-facing website, is a new endeavor for Acxiom. We recognize that different people have different views, and we want feedback about the site. We intend to make the site more useful to consumers as time goes on.”