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Acxiom Appointed by Guardian News & Media to Boost Audience Engagement

Acxiom Appointed by Guardian News & Media to Boost Audience Engagement

LONDON, UK – 5/8/2011 — Acxiom® Corporation (Nasdaq: ACXM), a recognised leader in marketing services and technology, has been appointed by Guardian News & Media (GNM) to build a single, global customer database. The move supports the publisher’s recently announced move to become a digital-first organisation, designed to place open journalism on the web at the heart of its strategy and drive deeper engagement with its audiences.

The multi-year contract that was awarded to Acxiom following a competitive tender process will encompass all of GNM’s on- and offline media brands, including The Guardian and The Observer. Acxiom will create a single, global customer database, bringing together in one place customer details for each brand. Once built, Acxiom will provide strategic consulting support, campaign management and reporting on an ongoing basis.

After the design phase of the database is completed, GNM will have access to multidimensional data to provide its current and prospective audiences with more relevant and timely digital content and offers based on their preferences and behaviour.

The programme is expected to significantly improve audience experience and bring The Guardian and The Observer closer to their audiences as the business continues its digital expansion. Acxiom is combining its own proprietary technology with additional tools and services from external suppliers to develop and manage the database.

Andre McGarrigle, GNM Customer Insight and Data Strategy Director, said:

The principle of audience-centricity lies at the heart of the digital transformation process happening at GNM. Our investment in this important area is part of an ongoing drive to continuously improve the relevance and convenience of the content, products and services we offer our audiences around the world.”

Clare Morgan, Acxiom’s European Director for telco, media and high-tech, added:

Acxiom is proud to be part of this transformational project for GNM. Our company is known for providing strategic direction that delivers insight-driven solutions for our clients leading to true consumer engagement and personalised brand experiences.”


About Acxiom

Acxiom is a recognised leader in marketing services and technology that enable marketers to successfully manage audiences, personalise consumer experiences and create profitable customer relationships. Our superior industry-focused, consultative approach combines consumer data and analytics, databases, data integration and consulting solutions for personalised, multichannel marketing strategies. Acxiom leverages over 40 years of experience in data management to deliver high-performance, highly secure, reliable information management services. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, USA, and serves clients around the world from locations in the United States, Europe, Asia-Pacific and South America. For more information about Acxiom, visit

Acxiom is a registered trademark of Acxiom Corporation.

About Guardian News & Media

Guardian News & Media (GNM) publishes, one of the world’s leading news websites, and The Guardian and Observer newspapers. The Guardian was named Newspaper of the Year at the 2011 British Press Awards and recently celebrated its 190th birthday.

GNM is the core business of Guardian Media Group (GMG), whose sole shareholder is the Scott Trust. The Scott Trust exists to secure the financial and editorial independence of The Guardian in perpetuity. GMG has a portfolio of investments, including an investment fund, a majority share in Auto Trader publisher Trader Media Group and a minority share in business-to-business media group Emap, which provide financial stability for the core business.

GNM digital facts:

  • In May 2011, reached more than 50 million monthly unique browsers and 2.8 million daily unique browsers globally.
  • Latest figures show the Guardian’s iPhone app has been downloaded more than 400,000 times and has generated 67,000 active subscriptions since January.
  • has seen access from mobile devices more than double in the last year to reach over 10% of its total traffic.

For more information, contact:
Ian McCawley
Acxiom Public Relations
00 44 207 526 5209