Advances in technology are finally allowing companies to transform data into the intelligence needed to drive better business decisions and build more valuable relationships with their customers, says Acxiom Company Leader Charles D. Morgan.

“Businesses have more data than ever, and that data will multiply in the years ahead, but realizing the power of that data has been limited,” Morgan said. “Today, I can tell you that the impractical is now practical, and what was unimaginable can be imagined.”

Acxiom’s Customer Information Infrastructure (CII), a grid-based solution architecture, redefines how data is managed, Morgan said, enabling data analysis, modeling and applications at previously unachievable speed – and with a lowered cost.

With CII, data storage also is less expensive, allowing businesses to redirect those resources to more modeling and analysis for marketing effectiveness, he added. CII also provides duplicate storage for a failsafe environment.

“Imagine being able to rescore your entire prospect universe in seven hours rather than seven days at a lower cost per run. Imagine 10 years of promotion and transaction history rather than a simple snapshot in time. Imagine a full database update delivered as often as you want,” Morgan said.

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