Acxiom (NASDAQ:ACXM)
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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.