If you’ve wondered what you look like to hungry marketers, Acxiom Corporation is giving consumers the chance to see themselves as the commercial world does — as potential targets for specific advertisements.
The personal data company headquartered in Little Rock has valuable information to sell to marketers who might want to more precisely distribute their messages and offers to increase profits.
With the data, Acxiom can offer clients, a watercraft company for example, the opportunity to directly reach someone who has already expressed interest in water sports.
Wednesday, Acxiom launched Aboutthedata.com, a website where consumers can input enough personal information to access their own profiles.
The profiles are spread across six categories divided into characteristic, home, vehicle, economic, shopping and household interests data.
Acxiom CEO Scott Howe said via email Wednesday that the site enables consumers to view core data elements that contribute to the product Acxiom offers digital marketers.
“This is the first time any company has attempted this level of granularity at this scale,” Howe wrote. “Consumers can view, edit and suppress data about them or opt out — either from digital marketing only or from all of Acxiom’s marketing efforts.”
The site’s opt-out option says that though you opt out of online or offline marketing data, you will still receive marketing materials. Instead of receiving ads catered to the consumer’s interest, the consumer will receive generic ads.
Howe said Acxiom gathers and purchases its consumer data. Data Acxiom is after can include your purchases, surveys you may participate in, and publicly available information “from many sources.”
Howe said part of the motive behind launching the site is to “open a dialogue and to eventually form a relationship directly with consumers.”
Technology has made it practical to do this in a secure way, Howe wrote.
Another reason to launch Aboutthedata.com was to give people more control and choice when it comes to the marketing messages they receive.
Howe called the portal the first step toward a vision of greater consumer empowerment.
“Over time, by developing strong relationships directly with consumers and understanding their preferences, we believe we can be at the very center of helping ensure that they receive the right offers at the right time,” Howe said.
Several who tried the site and responded to the Log Cabin Democrat’s request for comment found profile information to be incorrect Wednesday, but entering past addresses brought up a more accurate profile for some.
The profiles offer information about the consumer’s age, number of children, marital status, home value, vehicle make and model, economic data, online purchases, shopping preferences, vacation spots, and even interests like gardening and computers.
(Staff writer Courtney Spradlin can be reached by email at email@example.com or by phone at 505-1236, or on Twitter @Courtneyism. To comment on this and other stories in the Log Cabin, log on to www.thecabin.net. Send us your news at www.thecabin.net/submit)