Acxiom’s Direct Marketing Database Solution Helps Alltel Wireless Achieve “My Circle” Success

  
    
  
  
    
      At the DMA 2008 Conference & Exhibition today, Acxiom� 
      Corporation (Nasdaq: ACXM) announced a joint case study with Alltel 
      Wireless, America�s largest network, that 
      highlighted Acxiom�s innovative customer 
      intelligence solutions as the key to impressive results for Alltel 
      Wireless� �My 
      Circle� direct marketing campaigns.
    
    
      When Alltel Wireless launched its ground-breaking �My 
      Circle� calling product, for the first time 
      customers could enjoy unlimited calling to any 10 numbers � 
      on any network � for free. The market 
      responded enthusiastically, with �My Circle� 
      popularity contributing to consistent year-over-year revenue growth.
    
    
      As a result of the popularity of �My Circle,� 
      the direct marketing team at Alltel Wireless quickly realized that to 
      improve the customer experience, it needed to automate a portion of the 
      company�s customer lifecycle management (CLM) 
      communications to deliver the right messages to the right consumer at 
      the right time.
    
    
      �Our siloed sources of customer data and 
      limited prospecting data were restricting our abilities to engage with 
      customers and potential customers,� said Tara 
      Llewellyn, director of direct marketing for Alltel Wireless.
    
    
      The team engaged Acxiom Corporation, the global leader in interactive 
      marketing services, to improve the precision, relevance and 
      sophistication of its direct communications. Acxiom worked closely with 
      the Alltel Wireless team to deliver a set of solutions that anchored the 
      entire campaign process. Acxiom combined its data products and customer 
      intelligence with Alltel Wireless customer data and prospect list for 
      targeted segmentation based on actual customer behavior and real 
      household composites.
    
    
      �Acxiom�s customer 
      intelligence is designed to help marketers acquire and retain more 
      high-value customers, and to cross-sell and up-sell existing customers 
      while strengthening loyalty,� said Greg 
      Hogue, Acxiom�s industry executive. �Our 
      marketing solutions provide deep insight into the look of our clients� 
      best customers to discover how they act and where they come from.�
    
    
      A daily customer lifecycle management engine automated customer 
      communications and delivered relevant direct marketing messages at 
      precise times in the customer lifecycle. Through advanced analytics, 
      Alltel Wireless gained a deeper understanding of its customers and 
      prospects, and produced detailed reporting on campaign effectiveness to 
      drive continuous improvement.
    
    
      �We now communicate with our customers 285 
      percent more than before the Acxiom solution implementation,� 
      Llewellyn said. �Our automated �My 
      Circle� direct marketing campaigns have been 
      very successful in driving increased adoption of �My 
      Circle,� at a fraction of the cost of 
      traditional direct mail campaigns.�
    
    
      Due to Acxiom�s solutions, Alltel Wireless� 
      direct marketing team now efficiently manages more than 300 direct 
      marketing initiatives yearly, many of which feature automated CLM 
      campaigns using direct mail, email, outbound voice and text messaging.
    
    
      �Our number one brand differentiator is �My 
      Circle,�� said 
      Chuck Toomer, vice president of direct marketing at Alltel Wireless. �We 
      use Acxiom�s solutions to enable better 
      communications with customers about the product, which is the 
      cornerstone of their relationship with us.�
    
    
      Using PersonicX�, 
      Acxiom�s household-level segmentation system, 
      Alltel Wireless can target potential customers based on consumer 
      behavior and demographic variables. The data also allows Alltel Wireless 
      to design communications that speak specifically to certain customer 
      groups. With cleansed�contact information�and�centralized customer data, 
      Alltel can�personalize communications with 
      relevant�information such as the customer's first name and account 
      details.
    
    
      �It�s very much a 
      complete solution,� added Toomer. �We 
      impact customers throughout the entire lifecycle, and our campaigns are 
      executed at a level that is pretty incredible. There�s 
      a lot of attention given by our team and Acxiom on targeting, testing, 
      evaluating results and improving the next campaign.�
    
    
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      About Acxiom
    
    
      The global leader in interactive marketing services, Acxiom connects 
      clients with their customers through deep consumer insight, powering 
      effective and profitable marketing initiatives and business decisions. 
      Our consultative approach spans multiple industries and incorporates 
      decades of experience in consumer data and analytics, information 
      technology, data integration and consulting solutions for effective 
      marketing across digital, Internet, email, mobile and direct mail 
      channels. Founded in 1969, Acxiom is headquartered in Little Rock, Ark., 
      and serves clients around the world from locations in the United States, 
      Europe and the Asia-Pacific. For more information about Acxiom, visit www.acxiom.com.
    
    
      Acxiom is a registered trademark of Acxiom Corporation.
    
    
      About Alltel Wireless
    
    
      Alltel is owner and operator of the nation�s 
      largest wireless network and has more than 13 million customers. For 
      more information about Alltel, please visit www.alltel.com.