Acxiom's Automotive Industry Study Addresses Consumer Insight Gap in Automotive MarketingAcxiom study identifies more than 9 mil
January 15 2008 - 6:00AM
Business Wire
Acxiom� Corporation (NASDAQ: ACXM) today unveiled the first
consumer-centric study of the North American automotive industry,
titled Automotive Consumer Dynamics. Introduced at the Society of
Automotive Analysts Outlook Conference, the inaugural study in this
recurring series focuses on U.S. consumers planning their next
vehicle purchase within the luxury Crossover Utility Vehicle (CUV)
segment. The study finds that although luxury CUVs are designed for
� and often targeted at � active families, the majority of
individuals with a high propensity to purchase luxury CUVs are
singles and married couples without children. �By linking
self-reported vehicle purchase and ownership information with
comprehensive consumer data on the entire U.S. population,
including lifestyle, life stage, behaviors, attitudes and other
demographics, we are able to offer unprecedented predictive
insights about U.S. automotive consumers that are actionable and
addressable down to the individual and household level,� said Tim
Longnecker, automotive industry executive for Acxiom. �Our
recurring study is one example of how Acxiom can provide automotive
marketers with real-time, forward-looking, in-depth consumer
intelligence to improve the execution of their product development,
marketing and sales strategies.� Among other findings, the study
also determined that high-potential, suburban-based luxury CUV
consumers remain a largely untapped market segment with more than 9
million prospective buyers throughout the United States.
�Predictive analytics will play an increasingly important role in
customer-centric marketing and product development activities for
the automotive industry,� said Thilo Koslowski, vice president and
lead automotive analyst at Gartner, Inc. �Successful predictive
analytics require detailed consumer segmentation data and a dynamic
methodology. To maximize the benefit from predictive analytics,
vehicle manufacturers must redefine their existing marketing and
product development decision-making processes and include dealers
and supplier partners.� To download a copy of the inaugural study,
or to subscribe to receive future editions, please visit
www.acxiom.com/automotive (no registration required). Automotive
marketers and dealers can also obtain a more detailed competitive
view of the research and precisely target high-propensity consumer
segments by working with Acxiom to integrate and analyze the study
findings with their own internal sources of product and customer
information. About Automotive Consumer Dynamics This recurring
study provides a unique, forward-looking view of the North American
automotive market by analyzing changes in the life stages,
lifestyles, attitudes, behaviors, demographics and buying
intentions of U.S. consumers linked with self-reported vehicle
purchase and ownership information. Automotive Consumer Dynamics is
differentiated from other studies and analysis available to the
industry in the following ways: (1) it is focused on all U.S.
consumers versus a sample; (2) it is prospective (what specific
vehicles consumers intend to purchase next) versus historical (what
aggregate consumers purchased last); and (3) the findings are
immediately actionable by automotive marketers by providing
addressability to specific individuals and households of interest.
By exposing the attitudes, behaviors and intentions of vehicle
buyers across the country and slicing them into 10 Automotive
Consumer Groups, the study offers predictive, timely information
that can dramatically improve automotive marketing effectiveness
and overall business performance through more timely and targeted
communications to key prospects. The consumer-based market insights
are developed from a powerful combination of data-driven industry
analyses and Acxiom solutions including InfoBase-XTM, the most
comprehensive consumer information available in the U.S. with data
for roughly 180 million individual consumers, and PersonicXTM, a
household-level behavioral and life-stage segmentation solution.
About Acxiom 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, including nine of the top 10
automotive manufacturers. The core components of Acxiom�s
innovative solutions are Customer Data Integration (CDI)
technology, data, database services, IT outsourcing, risk
mitigation, 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, China and Canada. For more information, visit
www.acxiom.com.
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