Today’s dialog about data can be one-sided, underpinned by profit motives or mistrust. The truth is, many people just don’t understand how data is used, which leads to confusion and suspicion. In reality, data used properly benefits both business and individuals.
Acxiom is committed to the appropriate use of data. We actively participate in the conversations around data, working hard to create policies that protect individuals and allow for the responsible use of data by companies. Despite our longstanding commitment to robust privacy and security standards, legitimate questions remain. Here are some of the most commonly asked external questions, as well as our answers.
Q: Why does Acxiom collect data on individuals? A: The data we collect helps companies market more effectively and reduces fraud and identity theft. Our data also helps people find businesses or other people through our directory services.
Q: How does Acxiom collect data? A: Acxiom’s data consists of publicly available information, information from surveys and data from other providers. While all of our data collection complies with laws and industry best practices, our marketing data adheres to an even higher standard. We review our marketing data suppliers’ online privacy policies to determine whether individuals are notified that information will be shared for marketing purposes and that people have a choice about such sharing. We do not work with data suppliers whose policies do not meet our strict standards.
Q: Does Acxiom track everything people do on the web? A: No. Acxiom does not collect cross-domain web browsing activity, but we do work with clients and partners who wish to use web browsing activity and our data to present more relevant advertising. When we do this, we comply with all applicable laws and the higher standards established by industry trade associations like the Direct Marketing Association, the Interactive Advertising Bureau and the Digital Advertising Alliance.
Q: Can I see and correct information about me? A: It depends. Acxiom collects three types of data – data that helps companies market more effectively, data that helps reduce fraud and identity theft and data that helps people find businesses or other people through our directory services. For the last two categories, we allow individuals to see and correct the data we have. To do so, click here.
At the current time, you can’t access or correct data that helps companies market more effectively (see below for why). However, you can download this booklet to learn more about the data we have and how it’s used. Additionally, you may choose to opt out of marketing data services.
When it comes to seeing and editing your information about you, we’ve focused on the most important options. These available options are just a start; we will continue to expand the options we offer individuals in order to provide even greater visibility and control around the data we hold.
Q. Why can’t I view the marketing data you have about me? A: Unfortunately, it isn’t as simple as you’d think. Our first priorities are always privacy and security, and providing this information is challenging without the right systems in place. Until we can provide information with absolute certainty of security and privacy, we cannot allow online access.
We are evaluating options that could provide better and secure access to Acxiom’s collected marketing data. In the meantime, if you have a question, send it to Ask_Acxiom@acxiom.com, and we’ll do our best to answer it.