Lotame vs Acxiom Infobase Comparison: Everything You Need to Know Before Choosing

Acxiom InfoBase is a consumer data product from Acxiom, one of the longest-established data and marketing services companies, now part of the Interpublic Group. InfoBase is a large compiled database of consumer and household information used by marketers to understand, segment and reach audiences more effectively. The problem it addresses is that a brand’s own first-party data is often thin, containing little beyond contact details and transaction history, which limits personalisation, modelling and targeting. InfoBase enriches that data with a broad range of demographic, lifestyle, interest, property and life-stage attributes, allowing organisations to build richer customer profiles and identify premium audiences with similar characteristics. The approach relies on compiling data from many public and permissible sources, standardising it and linking it to individuals and households through Acxiom’s identity resolution capabilities, while respecting privacy regulations in each market where it operates. Its value lies largely in scale and breadth, which few organisations could replicate from their own data alone. InfoBase data is typically used for customer data enhancement, segmentation, predictive modelling, prospecting lists and audience creation for addressable media. Acxiom offers pre-built audience segments as well as custom segments, and these can be activated across digital advertising platforms, connected television and direct marketing channels through partnerships and onboarding services. The product is available for multiple countries, giving global brands a consistent view across markets, although attribute coverage varies by region according to local data availability and law. Data can be delivered through batch files, APIs and integrations with marketing technology platforms, and it complements Acxiom’s wider identity, data management and consulting services. Typical customers include retailers, financial services firms, insurers, automotive brands, telecommunications providers, media companies and agencies seeking better audience insight and targeting. Pricing is not published in this listing and is agreed on a quote basis, and no free trial or free version details are specified.