Acxiom Corp. 

(501) 342-1000

1 INFORMATION WAY, P.O. BOX 8180

LITTLE ROCK, AK
 www.acxiom.com

Sales

$1 billion

Information Services -  Category Directory

IT Outsourcing - Category Directory

Mailing Lists - Category Directory

Business Description
Acxiom Corporation (Nasdaq: ACXM) integrates data, services and technology to create and deliver customer and information management
solutions for many of the largest, most respected companies in the world. The core components of Acxiom's innovative solutions are
Customer Data Integration (CDI) technology, data, database services, information technology ("IT") outsourcing, consulting and
analytics, and privacy leadership. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, with locations throughout the
United States and Europe, and in Australia and Japan.

Our products and services enable our clients to use information to improve their business decision-making processes and to
effectively manage existing and prospective customer relationships, thereby positioning them to maximize the value of their customer
relationships and increase their profits.

Our client base consists primarily of Fortune 1000 companies in the financial services, insurance, information services, direct
marketing, publishing, retail and telecommunications industries. Some of our major clients include Allstate, Bank of America,
BankOne, Baxter, Capital One, CitiGroup, City of Chicago, eFunds, Federated Department Stores, GE, General Motors, Guideposts,
Household, IBM, Information Services Inc., JP Morgan Chase, MBNA America, Philip Morris, Providian Financial, R.L. Polk, Sears,
Sprint and TransUnion.

We help our clients with:

o Customer acquisition through our prospect marketing solutions

o Customer growth and retention through our customer marketing solutions

o Multi-channel integration through our real-time marketing solutions

o Creation of a single-customer view through our customer recognition solutions

o Database design, data content and data quality through our Customer Data Integration solutions, which include our
AbiliTec®, Solvitur® and InfoBase® offerings

o Large-scale data and systems management through strategic IT infrastructure outsourcing

Our solutions are customized to meet the specific needs of our clients and the industries in which they operate. We believe that we
offer our clients the most technologically advanced, accurate and timely solutions available. We enable businesses to develop and
deepen customer relationships by creating a single, comprehensive customer view that is accessible, in real time, throughout the
organization. We target organizations that view data as a strategic competitive advantage and an integral component of their
business decision-making process.

Our industry-leading Customer Data Integration products and services

We believe our Customer Data Integration capabilities, powered by AbiliTec, combined with the related real-time customer recognition
software and infrastructure, is the leading solution for companies seeking to better integrate their customer data and manage their
customer relationships. CRM involves analyzing, identifying, acquiring and retaining customers. Knowledge delivered directly and
immediately to a desktop or customer point of contact in real time is critical to the CRM process. Acxiom's Customer Data
Integration products and services are designed to fully meet these challenges for its clients.

As the basic infrastructure for integrated CRM solutions, AbiliTec allows the linking of disparate databases across a client's
business and makes possible personalized, real-time CRM at every customer touch-point. We believe that AbiliTec's unprecedented
scope, accuracy and speed contributes to Acxiom being established as the Customer Data Integration leader, both as an internal
processing tool and as the enabler of the single customer view that drives true, one-to-one marketing.

AbiliTec permits up-to-the-minute updating of consumer and business information with our data, thereby creating a new level of data
accuracy within the industry. By applying this unique, patented technology, we are able to properly cleanse data and eliminate
redundancies, update the data to reflect real-time changes, and combine our external data with our clients' internal data.

The financial benefits for our clients generated by faster processing times are multi-faceted. Our clients gain advantages from
AbiliTec by:

o Greatly improving the speed in which campaigns are brought to market in order to seize on opportunities more quickly.

o Leveraging shorter turnaround times to increase the frequency of data warehouse updates. With AbiliTec, some Acxiom clients
have moved from monthly to weekly updates, others from weekly to nightly, and some utilize the technology in an on-line
transaction processing ("OLTP") mode to update their data continuously, as new information becomes available.

o Basing marketing and other business decisions on more accurate data. In the world of customer or prospect data warehouses,
fresher information equals more accurate information. Integration of correct names and addresses also ensures more accurate
data is reflected for the customer or prospect.

We also believe that AbiliTec enables our clients to better serve the consumer privacy preferences of their customers. Just as
AbiliTec allows businesses to create a single view of their customers in real time for marketing purposes, it makes it much easier
for businesses to allow their customers to access, correct and selectively opt-out their information, provide better safeguards
around their customers' information, and facilitate the addition of information such as preference in time and manner of contact.

Real-time customer recognition software and infrastructure

Acxiom continues to expand its real-time multi-channel Customer Data Integration and customer recognition capabilities with products
and services such as Solvitur. This suite of software and infrastructure capabilities allows our clients, in real time, to integrate

their existing databases together in ways that have previously been difficult or impossible. Our Customer Data Integration and
customer recognition technologies allow our clients and us to integrate data directly into CRM applications, including:

o Customer analysis o Campaign management
o Interactive web pages o Point-of-sale
o Call centers o Customer service automation
o Direct mail o Sales force automation

Secure delivery of information over the Internet or via private network, as opposed to traditional delivery through CD-ROM, floppy
discs, tape cartridges or tapes, significantly reduces the turnaround time from days to minutes or sub-seconds and reduces the
operating costs associated with extended processing and turnaround.

Accurate and comprehensive data content

We believe that we have the most comprehensive and accurate collection of United States consumer, property and telephone marketing
data available from a single supplier. We believe we process more mailing lists than any other single company in the United States.
Our InfoBase consumer database contains approximately 17 billion data elements, which we believe covers over 95% of all households
in the United States. Our real estate database, which includes most major United States metropolitan areas, covers approximately 70
million properties in a majority of the states. We believe our InfoBase TeleSource product represents the most comprehensive
repository of accurate telephone number information for listed business and consumer telephone numbers in the United States and
Canada. Our clients use this data to manage existing customer relationships and to target prospective customers.

Acxiom's offerings in Europe are closely aligned with those in the U.S. The recent acquisitions of Claritas Europe and Consodata
S.A. have significantly enhanced Acxiom's offerings in terms of data services and customer information throughout Europe. Acxiom
provides leading customer information in the seven European countries in which it now has physical operations, including the United
Kingdom, France, The Netherlands, Germany, Spain, Portugal, and Poland. The customer information and segmentation offerings are
similar to Acxiom's InfoBase in the U.S. and in the U.K. While there are some differences between InfoBase in the U.S. and the U.K.
and differences country-to-country for the InfoBase equivalents that have been acquired with the Claritas Europe and Consodata
acquisitions, the core value proposition to Acxiom clients remains the same regardless of location.

In Australia, Acxiom is a leading supplier of consumer, business, telephone and property information for marketing purposes. Under a
range of brand names, Acxiom's data products are used by major financial institutions, telecommunications companies and retailers to
help them strengthen their customer relationships and grow their market share. Our clients use data from our databases to target
prospective customers and strengthen relationships with their existing customers.

Comprehensive IT Outsourcing Services

We offer clients comprehensive, integrated information management solutions tailored to their specific needs. Our total solution
approach is a competitive strength because it allows our clients to use a sole service provider for all of their information
management needs. Our information technology solutions cover the computing requirements of our clients, ranging from full mainframe
and midrange information processing centers to desktop applications. We currently operate several large mainframe and midrange data
centers, manage numerous networks and host Internet applications. We offer information management services in the following areas:

o Mainframe platform operations o Redundant infrastructure availability services

o Midrange and client/server platform o High-speed electronic printing and distribution
outsourcing services

o Network management o Web hosting management


Ability to attract and retain talent

We believe our progressive culture allows us to attract and retain top associates, especially those in technology fields where
critical technical skills are scarce. Our culture is based on concepts such as leadership, associate development, and continuous
improvement. Our business culture rewards customer satisfaction, associate satisfaction and profitability. In addition to our
culture, our extensive geographic presence, with locations in the United States, Europe, Australia and Japan, has enhanced our
ability to attract talented associates.

Acxiom has consistently been recognized for its leadership in a number of areas, including technical innovation and marketplace
excellence, and the company continued to receive such honors in 2003 and 2004.

Acxiom was named a finalist in the "Most Innovative Company" category by the 2004 American Business Awards for our development of
grid computing systems for large commercial applications, and Acxiom leaders were invited to speak at a number of prestigious
events, including the Grid Today 04 conference in Philadelphia, regarding this technology. Publications as diverse as Fortune,
Database Trends & Applications, and Internet Retailer have recognized Acxiom's leadership role in the new grid-based technology.

Significant awards Acxiom has announced since January 2003 include:

o Check Point Customer Excellence Award for cutting edge security practices

o The Data Warehousing Institute's Award for its 2004 "Best Practices in Data Warehousing" awards based on Acxiom's
leadership in grid computing

o Gold SMART Award for "Best Marketing Database Software" from British business magazine Direct Response

o U.S. Postal Service Special Achievement Award for promoting innovation and leadership in the industry

o Fortune magazine in January 2003 named Acxiom as one of the "100 Best Companies to Work For" in America, an honor the
company had received four previous years

o DM Review 100 honoree for the fourth consecutive year

o Torch Award for Marketplace Ethics from the Better Business Bureau of Arkansas

Business Segments

We have three business segments: Services, Data and Software Products, and Information Technology Management. Information concerning
the financial results of our business segments and the total assets of each business segment is included in Note 20 of the Notes to
Financial Statements and in Management's Discussion and Analysis of Results of Operations and Financial Condition which are attached
to this Annual Report as part of the Financial Supplement.

Services

Our Services segment provides solutions that integrate and manage customer, consumer, and business data using our information
management skills and technology, as well as our InfoBase data products. We believe that AbiliTec, which provides Customer Data
Integration capabilities, together with our Solvitur marketing database solutions, positions us for a greater share of the growing
demand for integrated customer management solutions. Our Customer Information Infrastructure grid technology, AbiliTec linking
technology, Solvitur solutions, InfoBase data, and intellectual property for building and managing large-scale database environments
gives our clients the ability to reach their customers more rapidly, efficiently and accurately and to target their sales efforts
accordingly.

Acxiom builds Customer and Information Management solutions for its clients in the following service areas:

Service Description
o Marketing database and data warehouse o Develops strategies to effectively use and
design consulting transform data into actionable information
o Selects data elements that are relevant for a
particular client's goals and industry
o Lays foundation for data warehouse/database
development and marketing campaigns
o Data integration o Using AbiliTec-enabled solutions, provides
numerous Customer Data Integration services for a
diversity of business needs (see descriptions below
under Data and Software Products)
o Standardizes, converts, cleanses and validates
data to ensure accuracy and remove duplicative and
unnecessary data
o Creates accurate and comprehensive standardized
customer knowledge from disparate data sources
o Augments a client's data with our proprietary
data
o Data warehouse/database management and o Designs, models and builds data
delivery warehouse/database
o Provides data warehouse/database maintenance
and updates
o Delivers information through a variety of
channels, including the Internet via interactive
delivery
o Marketing applications o Provides market planning, analytical and
statistical modeling, campaign management, channel
implementation tracking and reporting applications
o Enables client to manage and monitor customer
relationships
o List processing o Provides processing tools to increase accuracy,
deliverability and efficiency of marketing lists
o Addresses and pre-sorts mailings to maximize
postal discounts and minimize handling costs
o Cleanses and integrates mailing list data

Data and Software Products

Our data and software products segment includes AbiliTec-Enabled Solutions, which provides our services segment the ability to more
effectively integrate and manage data, and our InfoBase data products, which include both business and consumer data.

AbiliTec-Enabled solutions

As discussed above, we believe that AbiliTec is the leading software solution for companies seeking to integrate and manage their
customer data and customer relationships. It allows the linking of separate, disparate databases across a client's business,
provides unprecedented speed and accuracy and permits real-time updating of consumer and business information. AbiliTec is a
software product that is licensed to our clients and that is sold through the following channels: enterprise, database, channel
partner, service bureaus and direct marketing.

The following AbiliTec-Enabled Solutions demonstrate the power of AbiliTec by delivering accurate, accelerated data solutions that
help businesses reduce costs, gain a better understanding of their customer base and build loyal, trust-based customer
relationships.


Product Description
o BestAddress o BestAddress is an address-processing product that
improves a mailing list's overall effectiveness by
optimizing address accuracy and deliverability.
BestAddress utilizes AbiliTec to deliver the most
complete address associated with each delivery point
and does so much faster than traditional address
erification processes.
o Consumer Preference Solution® o Consumer Preference Solution improves CRM efforts
by helping companies with legislative compliance and
with the management of consumer contact and
data-sharing preferences.
o Customer Data Integration (CDI) Services o Consumer Data Quality ("CDQ"): Designed for
companies with large mail volumes, CDQ identifies
duplicates within a mail file at a significantly better
hit rate than first generation merge/purge programs. As
a result, mail costs can be substantially reduced.
o Consumer Merge/Purge ("CM/P"): CM/P helps manage
the overall data integration process when records are
brought together from multiple sources. By rapidly
standardizing the data and files, CM/P recognizes and
groups individuals and households, appending
incremental data and creating output files based on
client business rules. CM/P enables data analysis and
other processes that support account acquisition
programs.

InfoBase, Sentricx® and Personicx® data products.

Based upon our knowledge of the industry and our competitors' products, we believe InfoBase, Sentricx and Personicx represent the
industry's most comprehensive and accurate relationship management, risk management, and operational efficiency data product
offerings. They are available either on a stand-alone basis or integrated into our customized service offerings.

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The data that we use is obtained from publicly available information, public record information, summarized customer information,
customer contact information, and self-reported information. We utilize multiple data sources from each category of data including,
but not limited to, published telephone directories, directory service information, voter registrations, county assessor and
recorder information, questionnaires, warranty cards, inferred preference information, catalog buyer behavior information, and
product registration. Accuracy is one of Acxiom's primary concerns, and we have processes in place to maintain a high level of
quality in our products.

Our primary InfoBase products include the following:

Product Description
o InfoBase Enhancement o InfoBase Enhancement is the leading consumer data
enhancement product containing demographic and
lifestyle information on a majority of U.S.
households, and providing instant access to the
premiere multi-sourced database in the U.S.
InfoBase Enhancement processes customer data through
multiple delivery options including traditional or
"batch" processing for large volumes of data, or
online processing for smaller volumes or for instant
processing of individual records.

o InfoBase List o InfoBase List is a comprehensive multi-sourced
consumer list designed to help target prospects more
effectively and efficiently. InfoBase List consists
of base name and address records combined with
InfoBase's industry-leading consumer data including
demographics, home ownership characteristics,
purchase behavior and lifestyle data. Via online
access to our InfoBase Consumer Lists, clients may
obtain InfoBase-enhanced snapshots of their existing
records or host prospects for customer acquisition
and retention efforts quickly and inexpensively.

o InfoBase TeleSource and Address Append o InfoBase TeleSource is the most comprehensive,
multi-sourced telephone data product in the United
States. It allows clients to reach a greater number
of qualified customers and prospects. InfoBase
TeleSource's national database contains more than
157 million consumer names, telephone numbers and
addresses. This includes approximately 30 million
records not available from any other source and
approximately 12 million business listings.

o InfoBase Address Append is the most recent
addition to the InfoBase TeleSource product line.
InfoBase Address Append aids companies in their
customer recognition efforts by appending mailing
address information to consumer names and zip codes
captured at the point of contact. InfoBase Address
Append leverages two of the premier InfoBase
products, InfoBase TeleSource and InfoBase Consumer
List, to provide over 220 million unique name and
address listings to provide optimal coverage.

o InfoBase E-Mail Enhancement and E-Mail o E-Mail Enhancement allows businesses to
List communicate with their customers via e-mail. This
product also offers e-mail append, reverse append,
flag append, reactivation and eCOA (electronic
change of address).

o E-Mail List offers businesses an e-mail option for
prospecting by enhancing consumer-provided e-mail
information with demographics and lifestyle
selectors from Consumer Enhancement.

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o InfoBase Analytics (Data Analysis o Data Analysis Report ("DAR") provides clients with
Report, Modeling Services and Scoring a comprehensive descriptive snapshot of their
Services) customers using InfoBase demographic and lifestyle
interest data. The DAR is currently provided as a
printed document, but is also available in online,
PC-compatible formats.

o Modeling Services involves the development of an
algorithm used to predict or model behaviors such as
a consumer's likelihood to respond to a particular
offer or to continue buying from a particular
vendor. The models are created utilizing
demographic data and/or internal customer data.

o Scoring Services is the application or
implementation of a model into useful information.
Once a model has been developed it is then applied
to an outside file or an Acxiom-specific file (e.g.,
InfoBase List). The file to which the model is
being applied is then scored, and all
records/households are ranked by score as to their
likelihood to behave in a certain manner (likelihood
of response, purchase propensity, attrition).
Scoring Services can be applied to both Acxiom files
or client-provided files.

o InfoBase Suppression o InfoBase Suppression facilitates our clients'
compliance with legal and industry privacy
guidelines, improves marketing results by
eliminating unresponsive prospects and those
unlikely to respond. InfoBase Suppression is built
from Acxiom's master suppression file, providing a
single access to a variety of suppression sources.
Unlike traditional methods of suppression which
require multiple passes of a marketer's list against
different suppression files, InfoBase Suppression
delivers numerous suppression options through a
single product.

o InfoBase Telephone Directories o InfoBase Telephone Directories provides several
content options for clients. InfoBase Business
Directories is the most complete source of business
listings for the U.S. and Canada consisting of over
20 million combined records. It is made up of the
most current business listings, with disconnected
numbers frequently removed. Along with address
information, records consist of business
classification, latitude/longitude, and yellow page
data elements. The InfoBase Premium White Page
("PWP") product is the premier product in the market
with public, but not yet published, listings
incorporated. It consists of multiple sources
including white page data, Regional Bell Operation
Companies data and monthly feeds of disconnected
data. The PWP file contains over 90 million records
with name and address information as well as
latitude and longitude.

o Personicx o Personicx represents the next evolutionary step in
consumer segmentation. Personicx is a
household-level segmentation system that places each
U.S. household into one of 70 segments based on its
specific consumer and demographic characteristics.
This provides a common framework for a business to
view its customers across its product mix and across
its organization. Personicx is driven by Acxiom's
InfoBase household data allowing for the Personicx
assignments to accurately reflect the dynamic nature
of today's households.

o Sentricx o Sentricx helps our clients combat fraud by
enabling data-driven identity verification of
customers and prospects. Sentricx accesses multiple
reference databases in real time or batch mode to
verify information provided at point-of-sale, in
call center or web environments, or on applications
for credit accounts, demand deposit accounts, or
insurance.

IT Management

Data center outsourcing enables our customers to focus on their core business while Acxiom manages their technical infrastructure
needs. We provide the IT services for large systems, midrange and client/server platforms and networks. These services are part of
Acxiom's total offering of Customer Information Infrastructure (CII) - the "One Acxiom" concept - combining data, technology,
marketing services and IT management to enable companies to maximize the value of customer relationships.

Our data center outsourcing services give our customers a secure, high-performance network and computing environment, supported by
experienced IT professionals. The benefits include:

o Maximization of value from IT assets and information system staff

o Computing and network capacity driven by customer demand

o Highly scalable computing and network environments

o "24 x 7" system availability

Our IT solutions cover the computing needs of our clients, ranging from full mainframe and midrange information processing centers
to desktop applications. Acxiom currently operates several large, high availability data centers, manages high-speed networks, and
hosts Internet e-commerce applications. Acxiom's IT services have the added specialty of supporting the very large databases needed
by companies who sell to consumers. Acxiom has developed a storage-centric IT infrastructure to manage the massive amounts of data
these companies require. Our leadership in grid-based Customer Information Infrastructure provides customers with a flexible and
scalable approach to on-demand access, management and updating of customer data for advanced analytics and database marketing.
Acxiom provides the infrastructure and managed services that power our customer and information management solutions.

We offer technology services in the following areas:

o Mainframe platform outsourcing
o Midrange and client/server platform outsourcing
o Network management
o Web hosting management
o High-speed electronic printing and mail services
o Redundant infrastructure availability services

Information as an asset in Customer Relationship Management

More and more companies are realizing that the various types of data they gather and maintain - customer, product, financial, sales
and marketing - can be a competitive resource for acquiring and retaining customers, provided that the information is well
maintained and optimized throughout the organization. Gone are the days when companies thought they could buy a piece of Customer
Relationship Management (CRM) software and magically have better relationships with their customers. Today, companies understand
that CRM is a business strategy, not a piece of software, and that management of their information assets is one of the keys for
turning the promises of CRM success into reality. In fact, Gartner, Inc., a leading international industry analytical, research and
advisory =firm, reported recently that ignoring data quality is the #1 reason CRM fails.

A recent Gartner report entitled "The Nine Ways in Which CRM Will Change" (Scott Nelson, January 15, 2004) says that the key to
enterprises being able to deal effectively with their customers is to know them - who their customers are, what they want, why they
want it, and what the key levers are. It's also critical, says Gartner, to know how to use that information. The more enterprises
know about their customers, the more they can do with that information to improve the likelihood of sales and improve the levels of
service. Gartner predicts that enterprises will need to invest substantially more in analytics and accurate data. They found that
the average CRM solution currently devotes only about 10-12% of the total expenditures to issues of data, including capture,
storage, access and analysis. Their research suggests this will grow to 25% within five years (0.7 probability), and that some
organizations will need to spend even more.

Outsourcing managed services as a key growth area for CRM

Gartner predicts the CRM services market will climb to $22.2 billion by 2006, up from $14.8 billion in 2002, a compound annual
growth rate of 8.4%. Gartner expects outsourcing of CRM Services to be a key area for future growth. According to Gartner,
companies are recognizing that a focus on their core competencies yields a higher competitive advantage. Increasingly, these
companies are outsourcing non-core business processes and IT management. Managed services are consequently expected to be
high-growth areas in the professional services market in CRM.

Customer Data Integration recognized as "central to success" in CRM


Gartner reports that the CRM services market is moving toward process-focused solutions that allow enterprises to unite multiple
areas more easily. In the past, the CRM market has been focused heavily on features and functions. According to Gartner, this shift
will put increased emphasis on integration, middleware, databases, standards and interoperability. Gartner also concludes that
customer data integration (CDI) is central to success in process-centric CRM.


CDI can best be described as the combination of the technology, processes and services needed to create and maintain an accurate,
timely and complete view of the customer across multiple channels, business lines and, potentially, enterprises, where there are
multiple sources of customer data in multiple application systems and databases. In different ways, both the real-time enterprise
and business process fusion depends on having this "single view of the customer." The ability to successfully target, acquire,
develop and retain customers depends on the availability, at the time and place of need, of high quality, comprehensive, up to date
customer information and insight.

Gartner reports that the CDI category is a strong and healthily growing sector. By 2008, Gartner says, 50% of large enterprises with
a heterogeneous customer data environment will have started implementing a solution for CDI (0.7 probability); through 2010, fewer
than 33% of global enterprises will have a true enterprise view of the customer (0.7 probability), leaving significant room for
continued growth for the CDI sector.

Customer recognition becoming a paramount concern

How does a company know that the customer on the phone is the same one that was on its Web site one hour ago? Is it the same person,
or is it just someone using that customer's computer? Gartner concludes that enterprises need to have a federated ID system that
allows them to link up all interactions with a customer quickly and accurately. Such a constant ID system will be necessary, says
Gartner, to take advantage of an environment where technology is modified to that customer's desires and, in the process, enabling
the enterprise's CRM system to have a chance to truly support them. If an enterprise cannot be sure of who the customer is, and how
to link that customer to the database and profiles it has created, Gartner predicts that the enterprise's investments in CRM will be
seriously compromised.

Another application for Customer Recognition solutions is in a company's efforts to combat fraud and identity theft. As customer
contact channels proliferate and data volumes explode, the opportunity for fraudulent activity multiplies. Customer recognition
capabilities are an important tool to verify that customers are who they say they are. According to Gartner, consumers reported an
80% rise in identity-theft-related fraud from 2002 to 2003. And banks say the average value of a fraudulent transaction is $6,795.
At this pace it is logical to see why enterprise risk management is listed in a recent Gartner report as a top concern this year for
financial services firms.

Increasing amount of raw data to manage

The combination of demographic shifts and lifestyle changes, the proliferation of new products and services, and the evolution of
multiple marketing channels have made the information management process increasingly complex. Marketing channels now include cable
and satellite television, telemarketing, direct mail, direct response, in-store point-of-sale, on-line services and the Internet.
The multiplicity of these marketing channels has created more data and compounded the growth and complexity of managing data.
Advances in computer and software technology have also unlocked vast amounts of customer data, which historically was inaccessible,
further increasing the amount of existing data to manage and analyze. As these data resources expand and become more complex, it
also becomes increasingly difficult to integrate all the fragmented, disparate and often outdated information. The challenge to
obtaining accurate and complete customer data lies in obtaining, enhancing and integrating data from across an organization to form
a single, comprehensive view of individual customers.

Growth in technology partnering

Companies are increasingly looking outside of their own organizations for help in managing the complexities of their information
needs. The reasons for doing so include:

o allowing a company to focus on its fundamental business operations

o avoiding the difficulty of hiring and retaining scarce technical personnel

o taking advantage of world-class expertise in particular specialty areas

o benefiting from the cost efficiencies of outsourcing

o avoiding the organizational and infrastructure costs of building in-house capability

o benefiting more from the latest technologies

Evolution of one-to-one marketing

Advances in information technology, combined with the ever-increasing amounts of raw data and the changing household and population
profiles in the United States, have spurred the transition from traditional mass media to targeted one-to-one marketing. One-to-one
marketing enables the delivery of a customized message to a defined audience and the measurement of the response to that message.
The Internet has rapidly emerged as an ideal one-to-one marketing channel. It allows marketing messages to be customized to specific
consumers and allows marketers to make immediate modifications to their messages based on consumer behavior and response. The
Internet can also accomplish these objectives far more cost effectively than existing marketing media.
 

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