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Acxiom Delivers Customer Intelligence Application with MyEureka!

Published
  • July 01 1999, 1:00am EDT

BACKGROUND: Acxiom Corporation, with annual sales exceeding $730 million, provides a wide spectrum of data products, data integration services, mailing list services, modeling and analysis, and information technology outsourcing services to major U.S. and international firms. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, with operations throughout the United States and in the United Kingdom, France and Spain.

PLATFORMS: Acxiom is deploying the MyEureka! analysis solution as the analytical platform for its Solvitur customer information management system (CIMS).

PROBLEM SOLVED: Historically, Acxiom has provided data, data integration, data technology and marketing applications under the Solvitur brand name as an integrated marketing management solution. Its financial customers were looking for an industry-specific application that could help them acquire, retain and maximize their most profitable customers through detailed account, customer and household information enterprise-wide ­ directly to all customer contact points in the financial institution. This need led to the development of Solvitur CIMS targeted at the banking industry.

PRODUCT FUNCTIONALITY: MyEureka!'s analysis capabilities allow it to deliver detailed analyses from large data warehouses. With customer intelligence applications, such as Solvitur, the MyEureka! ROLAP engine can efficiently sort through the numerous customer attributes in the database, allowing marketing individuals to assess purchasing, investment and payment habits over a period of time from a market segment to improve their promotion and customer retention programs. Additionally, MyEureka! efficiently merges data from multiple databases into a single analysis to provide our users with a complete picture of the business regardless of where the data resides.

STRENGTHS: With MyEureka!'s robust analysis capabilities, our customers can achieve more effective customer relationship management through the ability to access information from all applications within the institution ­ as well as external information ­ something they have not been able to do before. Its enterprise reporting and information distribution capabilities through a Web browser enable even non-technical users to point and click their way to relevant information in reports, documents, URLs and applications through a secure, organized and personalized intranet/extranet access.

WEAKNESSES: When we selected MyEureka! it did not allow us to access unstructured content such as media clips. However, with its integrated reporting and business intelligence portal technology it can merge analysis, reporting and unstructured information into a single document.

SELECTION CRITERIA: We knew that our analytical platform had to have a proven track record of performing customer analyses against large data warehouses. Additionally, it had to provide a Web-centric architecture and interface that would allow us to deploy Solvitur to a large number of individuals within an enterprise. MyEureka! met and exceeded our technical criteria, but its people made the difference. We were given access to executive and technical management both in the evaluation phase of the product and the implementation phase. Together we were able to quickly move forward with our application

DELIVERABLES: Today we are delivering Solvitur CIMS, including the MyEureka! analysis tool, to several of our customers. Within a short period of time, the MyEureka! solution began to incorporate information access and analysis into the daily activities of our users and increase the informed personal touch so important in our industry. The results to date definitely show that we made the right choice with MyEureka!

VENDOR SUPPORT: Information Advantage's executives, consultants, product managers and technical support were the determining factor in our selection of MyEureka! They understand the long-term relationship that we wish to have and have worked alongside us to be sure we meet our deadlines and deliver an innovative application. In addition, ongoing user education through their on-line university offers our users real-time access to Internet-based tutorials when and where they need it to maximize the benefit they receive from the solution.

DOCUMENTATION: The MyEureka! product manuals and on-line help are comprehensive, detailed and overall very helpful.

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