Acxiom, Dun & Bradstreet Partner to Enable Marketers to Better Understand Where Consumers’ Business and Personal Data Intersect

State-of-the-Art Work-Life Audiences provides unprecedented customer insights and expanded data points across accounts and devices

Acxiom, the data and technology foundation for the world’s best marketers, and Dun & Bradstreet (D&B), the global leader in commercial data and analytics, announced Work-Life Audiences, an innovative, omnichannel solution that addresses marketers’ desire to reach and engage people in more personalized ways. Unveiled at Advertising Week New York, this innovative offering provides holistic audience insights and expanded data attributes on over 30 million consumers.

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“In today’s digital age, correctly managing consumer personas between work and home, and across devices, requires a state-of-the-art audience solution built on the right data stack,” said Karen Caulfield, Group Vice President, Global Data Products at Acxiom. “Work-Life Audiences leverage audience behavior across professional and personal personas to equip marketers with enhanced targeting and segmentation capabilities that help them better understand individuals at work and at home. This ensures they bring real value to their customers, while adhering to Acxiom and D&B’s rigorous standards for responsible, ethical data use.”

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The convergence of work and life via connected devices makes it more important than ever for marketers to understand an individual consumer’s behavior through their personal and professional personas, and across devices. While account-based marketing has existed for years in many forms, the depth and accuracy Work-Life Audiences delivers is unprecedented. Today’s consumers expect personalized, connected messaging across all channels and this offering allows marketers to understand and speak to consumers holistically, making them feel respected and valued. In addition, Work-Life Audiences helps marketers with B2C and B2B products/services understand their overlapping customers’ full value across the brand and then communicate with them in more relevant ways, uncovering pockets of otherwise unknown customers. Work-Life Audiences are available via Acxiom’s digital audiences platform for distribution to hundreds of platforms and publishers and for offline usage as well.

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