Acxiom Adds D.K. Shifflet & Associates Survey Data, Creating More Powerful Information Source for Travel Marketers
09 April 2008 - 6:13PM
Business Wire
Acxiom� Corporation (NASDAQ: ACXM) today announced a new marketing
solution that provides travel companies with detailed insights
about the buying and travel behaviors of customers and prospects.
Acxiom has added D.K. Shifflet & Associates� in-depth travel
survey data for the first time to PersonicX, its household-level
consumer segmentation suite. This new layer of consumer information
enables marketers targeting the consumer travel industry to
leverage Acxiom�s strengths in segmentation, customer modeling,and
consumer analysis to create more customer-centric marketing
programs and greater sales results. �Integrating this level of
consumer preference and behavior information with PersonicX will
allow travel marketers to efficiently target the most likely
customers � one of the keys to successfully navigating an economy
showing signs of recession,� said Greg Hogue, Acxiom�s Travel
Industry Executive, who was recently elected to the Travel Industry
Association board of directors. Key benefits of the solution for
travel marketers include the ability to: Use actual travel behavior
to better identify and understand those customers providing the
largest profit and holding the highest potential. Find and develop
high value prospective customers that mirror their existing best
customers. Leverage research to drive targeted prospect list
selection. Generate detailed reports, analyze competitors� consumer
markets and demonstrate strengths, weaknesses, opportunities and
threats using PersonicX Classic clusters. Travel marketers can
leverage the combined PersonicX and DKSA data to increase the
efficiency and effectiveness of their marketing initiatives for
even greater return on investment. By understanding the PersonicX
Classic clusters most likely to patronize certain hotel chains,
engage in specific travel activities, fly airlines based on loyalty
or cost, etc., marketers can now concentrate their efforts on
better understanding and more effectively communicating with
travelers � both customers and prospects. For further insights,
this data will also be linked with Acxiom�s InfoBase-X�, providing
in-depth analysis and custom models available from Acxiom�s
Analytic Consultants. Armed with these two powerful data sources,
marketers can allocate their marketing dollars more effectively,
spending more where their target market is likely to be � crucial
in today�s economy. �Our clients are intent on understanding the
consumer markets, and their own customers and prospects, at deeper
levels every day. They create a competitive edge by using PersonicX
segmentation products to uncover insights into key consumer needs
and desires that are actionable and effective,� said Louis
Rolleigh, PersonicX Product Leader, Acxiom Corporation. �Now that
PersonicX is linked to the powerful DKSA travel data, our clients
will have unprecedented access to in-depth travel-related insights
within each PersonicX cluster, furthering that competitive
advantage in the marketplace.� DKSA provides industry-leading
market research on travel-related measurement for clients
worldwide. With details that provide a complete view of travel
behavior such as frequency, purpose, hotel stays, airlines, car
rentals, expenditures and more, DKSA provides a premier database on
traveler types and brands. Through continuous measurement
techniques employed by DKSA, clients can be assured the most
accurate and up-to-date view of lodging, transportation and
destination activities throughout the United States. �The combined
data asset of Acxiom�s PersonicX and our monthly proprietary travel
research will provide marketers with detailed intelligence that can
be acted on immediately, both strategically and tactically, for
increased performance and market share gains,� said Doug Shifflet,
CEO, D.K. Shifflet & Associates. �We are committed to providing
travel marketers with the most complete consumer-based travel
information.� For more information on how to access custom modeling
services, PersonicX VisionScape and PersonicX-encoded DKSA
portraits, please contact personicxinfo@acxiom.com or call
1.888.3ACXIOM. About PersonicX Classic PersonicX Classic is a
life-stage based household level segmentation system that places
each U.S. household into one of 70 segments and 21 lifestage groups
based on specific consumer behavior and demographic
characteristics. With the power of Acxiom�s InfoBase-X as the
underlying data source, PersonicX Classic accurately reflects the
current state of the American consumer household and all of their
different life stage consumer behaviors. PersonicX Classic helps
marketers not only identify their most profitable customers, but
also better understand their multi-dimensional aspects. PersonicX
fits a wide range of business models, inclusive of those in the
travel vertical. About Acxiom Corporation Acxiom Corporation
(NASDAQ: ACXM; www.acxiom.com) integrates data, services and
technology to create and deliver customer and information
management solutions for many of the largest, most respected
companies in the world. The core components of Acxiom's innovative
solutions are Customer Data Integration (CDI) technology, data,
database services, IT outsourcing, consulting and analytics, and
privacy leadership. Founded in 1969, Acxiom is headquartered in
Little Rock, Arkansas, with locations throughout the United States
and Europe, and in Australia, China and Canada. For more
information, please visit www.acxiom.com. About D.K. Shifflet &
Associates D.K. Shifflet & Associates Ltd. is the leading U.S.
consumer travel research firm. Located in McLean, Va., DKSA has,
for over 25 years, provided the industry�s most complete and
accurate consumer based travel data on U.S. residents and their
travel worldwide. DKSA�s DIRECTIONS� Travel Intelligence SystemSM
contacts over 50,000 U.S. households for detailed travel data each
and every month with over 20 years of consumer travel history. The
DKSA TRAVEL PERFORMANCE/MonitorSM captures visitor profiles,
volumes, share, guest satisfaction and value ratings, by purpose,
time frame and geography, and benchmarks brand performance for all
major accommodations types, hotel chains, airlines, rental cars,
cruise lines, credit card companies and destination countries,
states and cities. These metrics have become the industry standard.
For more information, please visit www.dksa.com.
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