Acxiom Enhances Heathrow MarTech Capabilities with Salesforce Marketing Cloud & CDP Services

Acxiom, the customer intelligence company whose data-driven solutions create business growth by enabling better customer experiences, announced that Acxiom is now part of the expanded Marketing Cloud Customer Data Platform ecosystem and has created a dedicated, global Salesforce practice.

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“Salesforce is thrilled Acxiom is joining the expansion of the Marketing Cloud Customer Data Platform ecosystem”

The practice will provide high-performing marketing solutions to the enterprise, bringing Acxiom’s data management, digital campaign management, and identity capabilities to the Salesforce technology stack. With Acxiom’s heritage in privacy-compliant data services and expertise in platform services, there has never been a better time for Acxiom to collaborate with Salesforce and truly help clients extract the maximum value from their technology.

Acxiom has a longstanding relationship with Heathrow airport, having designed, built, integrated, and currently operating a large proportion of their marketing technology stack. Heathrow’s vision is to give passengers the best airport service in the world. Marketing technology plays a key role in delivering the best passenger experience across both physical and digital environments.

“Salesforce Marketing Cloud, a long-established product, is a technology leader in Gartner’s CRM Customer Engagement suite. Acxiom’s expertise in bringing business value and performance to marketing technology is now being deployed and scaled with Salesforce. We’re thrilled to be expanding our relationship with Heathrow and look forward to supporting their transformation to deliver on today’s customer needs,” said David Skinner, Chief Strategy Officer at Acxiom.

Heathrow were utilizing a CRM/Marketing Cloud from a major competitor and wanted to create a new MarTech stack that could help to improve customer satisfaction, acquisition of customers to the CRM database, and revenue growth for Heathrow and its retailers. Heathrow were looking for ways to capture rich customer data insights, shopping habits, and travel interests whilst reducing the number of moving parts within their technology stack, in line with Heathrow’s Digital Transformation strategy.

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“Salesforce is thrilled Acxiom is joining the expansion of the Marketing Cloud Customer Data Platform ecosystem,” said Woodson Martin, EVP and GM of AppExchange. “A data-first approach and a single-source-of-truth has never been more important for brands to deliver on customer expectations in today’s digital world. We can’t wait to see how Acxiom will help customers to achieve success in an increasingly competitive environment and accelerate their digital transformation journeys.”

Heathrow invited Acxiom to support with identifying the best technical solutions that could enable the successful delivery of Heathrow’s future marketing objectives. Acxiom consulted with Heathrow to adopt new data sources, and to leverage their existing Digital Transformation Strategy and Platform technology approach. In July 2021, following a capability assessment of market leading technologies in June 2021, Acxiom consultancy services and Heathrow brought in Salesforce Marketing Cloud (SFMC) and Salesforce Customer Data Platform (CDP) technologies to help unlock further benefits from the Salesforce e-commerce and Salesforce Service Cloud products already in place. This approach has enabled Heathrow to design a framework to drive internal change, help gain greater value from their CRM marketing assets, and develop more informed decisions (automated or human).

“We’re excited about enhancing and optimizing our MarTech stack, developing our technology to enable and accelerate the maturity of our CRM marketing strategy. Without the right data, personalization is only an ambition. Working with Acxiom and Salesforce, Heathrow now has greater control of our data, which can be used to improve business processes and deliver personalized passenger experiences,” said Meenal Varsani, Head of Marketing & Customer Engagement, Heathrow

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