Products and Services Documentation (archive)

Version: November 1, 2023 | See latest version

US InfoBase^® Products & Services. All of the following Products & Services are included in within the definition of Data Products, as defined in the Terms of Service, and are subject to the terms available at Data Products Addendum (USA).

Acxiom Audiences. An Acxiom-generated name and address data file pulled from one of Acxiom’s Audience files based on Client-provided selection criteria set forth in an associated, approved Order (available at Data Products Addendum (USA)) and provided to Client for the permitted use(s) specified therein:

Consumer List. A comprehensive, national prospect file of approximately 260 million individuals and 190 million households designed to identify new people with hundreds of demographic, homeowner, buying behavior, financial, health-related and interest selectors. Consumer List provides a range of economic activity, marketability, and deliverability to help marketers better understand, reach, and identify their desired audience effectively. This list is updated monthly and multi-sourced, including county recorder and tax assessor files, telephone directories, online and self-reported sources.

Real Property. A database of name, address and key property and loan-related characteristics consisting of approximately 84 million individuals and 69 million households that uses the latest recorder and assessor files to provide the most current ownership of properties and mortgage information. Market values are recalculated, and new tax, assessment and other data elements are also added monthly. Real Property offers a variety of key property and loan selects to choose from: year constructed, home size, presence of pool, loan type, loan transaction type, available equity, lendable equity and is enhanced with InfoBase demographic data for more precise engagement of homeowners.

New Borrowers. Up-to-date real property information (approximately 2 million records, updated weekly) for known homeowners who have recently obtained increased buying power from either a refinance or an equity loan. Many homeowners are looking for additional home-related products and services to raise the value of their properties. This segment is suited for marketers of all home-related products and services, including major appliances and furniture.

New Homeowners. Up-to-date real property information (approximately 2 million records, updated weekly) for people who have recently purchased a new home. This data comes directly from U.S. county recorders’ offices and includes demographics along with specific indicators to identify owners of newly constructed homes. New homeowners are extremely desirable because they represent a segment establishing new buying patterns with a high degree of purchasing power.

New Movers. Current information (approximately 8 million records) available for those who recently moved and multi-sourced from real property information provided by the U.S. county recorders’ offices, as well as a variety of national, regional, and local consumer sources. This file is updated with approximately 400,000 new mover records per week, enabling the exceptional opportunity to recognize new movers between 1 and 12 weeks from their move. New Movers give businesses the opportunity to create and cultivate long-lasting profitable relationships.

Pre-Movers. A list compiled from sources in the public domain (approximately 1.5 million records) that indicate households that have listed their homes for sale. When possible, household names and demographics are attached to the addresses of the pre-movers. The list is compiled weekly, and records are dropped after three months. Currently, the Pre-Movers List has approximately 350,000 new records added each week for marketers looking to reach households during the critical “eager-to-buy” phase before a move occurs. This file is also useful for customer retention and messaging purposes to customers who are about to move.

Family Ties. An individual-level file that includes people (200 million+, updated monthly) who have an adult, living relative (such as a parent or grandparent or adult child) that may or may not live within the same physical address and may or may not have the same last name. This file provides insights into family relationships that extend beyond traditional household boundaries and may have an influence on, or a stake in, an individual’s decisions.

New Parents. An audience of approximately 5.5 million records, updated monthly, providing insight into individuals, aged 18-50, that became a parent for the first time or are welcoming additional children into their lives within the past 2 years. This audience is designed to unlock new potential to connect with parents making important buying decisions for their baby and their household utilizing the power of InfoBase demographic insights.

College Students. An audience of approximately 10 million records, updated monthly, providing insight into current and potential college students coupled with the powerful deterministic and probabilistic insights of InfoBase. This audience is designed to effectively target new individuals with specific demographics, such as age, income, household behaviors, interests, and Personicx^® segmentation clusters.

Residential Address List. An occupant file that carries one representation for every available U.S. residential address and post office box. It includes approximately 150 million addresses (updated monthly), which constitute 99 percent of the residential delivery points in the United States, that are included regardless of the address quality score on a given record. The addresses are highly deliverable for third-class mail. Codes on the file allow marketers to identify and eliminate records based on the desired quality of an address and type of address (e.g., post office box). It is best used by companies that need to know the total number of possible addresses for the purpose of surveys, polling, or market analysis.

Addressable Universe. A selection from 340 million marketable individuals to further campaign objectives with a focus on addressability. This universe also contains more than 900 million email addresses and 220 million phone numbers to maximize scope and precision. Proprietary logic is used to score and select the best name and address variations along with ranking the top 10 email addresses and phone numbers for each person for increased matching capabilities. Addressable Universe popular use cases include digital, upsell and customer retention campaign use as well as expanded touchpoints (for email addresses and phone numbers).

Enhancement Services. Application of one or more of the following enhancement Services to Client-provided records, or Acxiom-provided audiences, to append the data and/or modeled elements set forth in the associated, approved Order. Appended elements are provided for the permitted use specified in the Order and described in more detail at Data Products Addendum (USA).

InfoBase Enhancement. The largest collection of multi-sourced demographic, real property, vehicle, lifestyle, and behavioral information on the market for use in powering informed digital and offline marketing.

Personcix^®. A precise segmentation suite using scientific techniques to allow brands to more distinctly refine products and marketing programs to match the needs and wants of customers and prospects. The multidimensional insights that segmentation offers can be used to personalize offerings, go-to-market strategies and the experiences delivered. They can be used to optimize the creation, distribution, pricing and promotion of products over time based on the actual success rate with each customized segment.

Audience Propensities. Market-leading behavioral and attitudinal indicators based on known, actionable information and tied to shopping intent, attitudinal data, media behavior, etc. that predict brand affinity and preferences, in-market interests and timing, and media viewing habits to fuel powerful experiences and engagement.

Partner Audience Propensities. Acxiom’s offering of granular consumer insights, covering more than 3,000 data points to drive better customer intelligence leveraging certain industry-leading data sources enabling brands to customize data segments to create a holistic view of a person and tailor campaign messaging to reach ideal prospects effectively.

InfoBase Suppression. Applies one or more of the following suppression Services to Client-provided records and appends the associated flag(s), as set forth in the associated, approved Order: prison, deceased, DMA phone, DMA email, DMA mail, SAG phone, FTC do-not-call, wireless phone, bankruptcy, and tax lien & judgement. Appended flags are provided for the permitted use specified in the Order and described in more detail at Data Products Addendum (USA).

Geospatial. Applies Acxiom’s Geocoding and/or Market Indices processes to Client-provided records to append certain geospatial data fields at the lowest available level (address, street, ZIP+4, ZIP+2, or ZIP), as set forth in the associated, approved Order. Appended elements are provided for the permitted use specified in the Order and described in more detail at Data Products Addendum (USA).

Match Multiplier Enhancement. Applies Acxiom’s proprietary Match Multiplier Enhancement Service to Client-provided name and address records to append up to ten (10) email addresses and/or up to ten (10) phone numbers for Recognition permitted use only, as set forth in the associated, approved Order. The Recognition permitted use is described in more detail at Data Products Addendum (USA).

Record Completion Services. Application of one or more of the following record completion Services to Client-provided records as set forth in the associated, approved Order. Appended elements are provided for the permitted use specified in the Order and described in more detail at Data Products Addendum (USA).

InfoBase Phone Append Confirm. Process whereby matching Client-provided name and address records have the source phone number (if provided) “confirmed” and/or the source record receives an appended phone number.

InfoBase Reverse Phone Append. Process whereby matching Client-provided phone number records receive an appended name and physical address. Records submitted for InfoBase Reverse Phone Append must be limited to Client’s Existing Customers, as defined at Data Products Addendum (USA).

InfoBase Email Append. Process whereby matching Client-provided name and address records receive an appended email address. Records submitted for InfoBase Email Append must be limited to Client’s Existing Customers, as defined at Data Products Addendum (USA).

InfoBase Reverse Email Append. Process whereby matching Client-provided email records receive an appended name and physical address. Records submitted for InfoBase Reverse Email Append must be limited to Client’s Existing Customers, as defined at Data Products Addendum (USA).

InfoBase Address Append. Process whereby matching Client-provided name and zip records receive an appended name and physical address.

InfoBase Trade Area Append. Process whereby a Client-provided “Store File” (containing customer name and visited store ID) and “ZIP File” (containing store ID and store ZIP Code, prioritized by store location) are used to create a file of customer name and ZIP Codes with matching records meeting the pre-determined confidence code criteria receiving an appended physical address.

Connector Services

Audiences. Client’s PII or Real IDs, as applicable, may be shared with Acxiom as specified in the documentation to create Online Audiences within an Acxiom application consisting solely of Client’s Pseudonymized Real IDs (a “First Party Audience”) or expanded to include Pseudonymized Real IDs selected from Acxiom’s Data Products that share attributes with Client’s Pseudonymized Real IDs (a “Look-A-Like Audience”), and, when requested, designate Online Audiences for distribution to available Publishers as a custom audience within the Publisher’s services by Acxiom. As used herein, “Online Audience” means a file of Publisher-specific pseudonymous IDs.

Publishers & Reporting. Every Online Audience distributed by Acxiom is subject to approval and acceptance by the applicable Publisher. Both parties use of the Publishers will be governed by a separate agreement with the Publishers. Each party will be directly responsible to the Publishers for its acts and omissions in use thereof, and neither party shall be responsible to the other for a Publisher’s acts or omissions. Client specifically acknowledges and agrees that where the Publisher is Facebook, Acxiom will be required to accept, on Client’s behalf, and Client will comply with Facebook’s then-current terms “Custom Audience Terms”, accessible at, and Client agrees to provide Acxiom with Facebook Ad Account Analyst Access to use solely for the purpose of creating usage reports for billing purposes.

Acxiom Analytic Reporting Services

Identity Health Assessment. A full diagnosis of Client-provided records, including, but not limited to, duplicate records, inaccurate records, undesirable records, and suppressions. The assessment identifies areas for correction, providing an up-to-date view of the viability and usability of the data using Acxiom’s customer data integration, hygiene, and standardization processes. A standard set of reports are produced and provided to Client.

Data and Insights Discovery Analysis. An Acxiom-standard analysis identifying and summarizing recommended data elements based on the analysis performed.

(a) InfoBase and Audience Propensity elements are chosen based on a logistic model comparing the same target and reference audiences.

(b) The resulting analysis will contain a standardized series of charts and graphs in a single set of reports. The report set will provide Client with detailed views of the data including an infographics view, listings of InfoBase data elements in order of how predictive they were in the model, and listings of essential Audience Propensity data elements. Additionally, Acxiom will prepare an executive summary using the report set to outline the results and present said summary via a conference call with Client. The report set will be provided to Client upon completion of the processing.

(c) The Data and Insights Discovery Analysis report set is a derivative of Acxiom’s proprietary InfoBase Data Products, and its contents constitute Acxiom Intellectual Property, as defined at Terms of Service. Client is granted a non-exclusive, perpetual, non-transferable license to the analysis results, as provided via the report set, solely for use in Client’s own internal business purposes.

US Hygiene Services

Clean Data Quality. Converts and normalizes Client-provided records using Acxiom’s proprietary standard practices for name, email, phone, and postal address, including Acxiom’s CASS™ Certified software.

Enhance Data Quality. Converts and normalizes Client-provided records using Acxiom’s proprietary standard practices for name, email, phone, and postal address, including Acxiom’s CASS™ Certified software, and will apply Acxiom’s proprietary occupancy-based address enhancements.

Data Quality Mail Package. Standardizes Client-provided records using DSF^2® and NCOA^Link® for mailing purposes, subject to the NCOA PAF requirements available at Terms of Service.

Real Identity Cloud Services. Acxiom will provide Client with Real Identity Services via Acxiom applications for Real ID Generation, Activation, Data Exploration and Data Portrait Analysis Reports. Client will access and use the Acxiom applications as set forth in the applicable documentation.

Real ID Generation. Client may submit PII records to the Real Identity application which matches the Client records against the Acxiom proprietary Real Identity graph. Where matches are found, the Real Identity application will generate and share client-encoded, Pseudonymized (as applicable) Real IDs with Client via the application.

Data Exploration. Client’s Pseudonymized Real IDs may be shared with Acxiom so that Acxiom can append available taxonomized data elements from Acxiom’s Data Products to Client’s Pseudonymized Real IDs for use solely within Client’s Cloud Provider environment for Analytics and audience creation for Activation as set forth herein.

Activation. See Connector Services description above.