Guardian News & Media has selected Acxiom Corporation to build a single, global customer database.
The multi-year contract that was awarded to Acxiom will encompass all of Guardian News & Media’s (GNM) 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 relevant and timely digital content and offers based on their preferences and behavior.
The program is expected to improve audience experience and bring The Guardian and The Observer closer to their audiences. Acxiom is combining its own 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.”