Under the multiyear agreement, Acxiom is offering Dun & Bradstreet business marketing information products to Acxiom customers. Dun & Bradstreet, in turn, is offering its clients Acxiom's InfoBase, a U.S. business and consumer marketing database.
The companies say that, together, they should be able to provide near 100% resolution of small business records. In the past, the resolution rate was 60% to 70%, said Donald Hinman, group leader for data content at Acxiom.
The alliance should help clients of both companies target the burgeoning small business-home office market.
"Because of the explosive growth of U.S. small businesses in the last several years, both Dun & Bradstreet and Acxiom have been diligent in collecting and organizing business information from that important sector," said Andre Dahan, president of Dun & Bradstreet U.S. "Together, the two databases provide a broader and deeper information pool of greater value to our customers."
The deal, announced in July, follows recent alliances between Acxiom and Abacus Direct Corp., Broomfield, Colo., and E.piphany, Palo Alto, Calif.
Abacus, which keeps a massive proprietary database of consumer catalog buying behavior, will collaborate with Acxiom on developing data products. E.piphany, specializing in Web-based analytic applications, and Acxiom plan to jointly develop global customer relationship and enterprise relationship management products.
LOOKING FOR PARTNERS
"The strategy to develop partners is part of a planned approach," Mr. Hinman said. "Acxiom has gotten to the size we have by finding out what we can do, and in an area that is not really our competency, we go looking for those" companies to partner with.
Acxiom has grown rapidly in the past few years. It reported a 28% increase in revenue to $730 million for the fiscal year ended March 31. The growth trend continued in the first quarter of the current fiscal year, when Acxiom logged record revenue and earnings.
Chairman Charles Morgan attributed Acxiom's growth, in part, to its recent alliances. "The e-commerce world provides great opportunities to Acxiom," he