Acxiom: Customer intelligence – how well do you understand your customers?

Acxiom and MTM developed a customer intelligence maturity framework and model to provide US and UK companies with a diagnostic tool and a compelling snapshot of what good looks like in the market today, enabling them to run engaging, consultative customer meetings, and help them diagnose challenges and plan solutions.

Summary

The marketing industry is on a journey as it evolves to take account of an increasing reliance on first-party data, omnichannel customer journeys across channels, and changes in the world of data science and AI.

Acxiom and MTM's vision for this study was to evaluate how far companies are in their transformation. To do this, MTM developed a bespoke customer intelligence maturity framework and model, drawing on 18 interviews, and a 20-minute survey with 200 senior insight and data science managers (US/UK), to capture performance against the model.

We converted each organization's responses into a maturity score by combining...

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Insights Team
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