500,000 Have Visited Acxiom Consumer Site

by Luke Jones  on Monday, Dec. 23, 2013 12:00 am  

Acxiom Corp.’s AboutTheData.com site launched in early September amid equal parts fanfare and skepticism, with some lauding Acxiom for upgrading its accountability and others slamming it for inaccuracies and difficulty accessing the site.

The site allows consumers to check the type of information that the Little Rock data miner has collected, and allows them to change that information, delete it or opt out of data collection entirely.

Jennifer Barrett Glasgow, Acxiom’s global privacy and public policy executive, said the company wasn’t initially sure what to expect.

“We didn’t know if we were going to get 5,000 or 5 million visitors,” she said.

The result was somewhere in between: Since launch, the site has had around 500,000 unique visitors, and some have visited multiple times, Glasgow said.

“They usually spend three to four minutes,” she said. “If you look at the data, it takes a few minutes to go through the site. Almost half of them have registered and gone in and made changes or deleted some data, but a pretty small percentage — less than 2 — have opted out.”

She said the company is pleased that more people are altering data rather than opting out.

The three data points most often changed are political party, income and education. The three data points most often deleted are income, date of birth and political party.

Future Development

So how does Acxiom feel about the site’s performance so far?

“Well, I think we accomplished our beta launch objectives,” Glasgow said. She said the objectives mainly had to do with getting the site up and running and translating Acxiom’s particular marketing language into something more understandable to consumers.

“Since we don’t deal with that many consumers on a regular basis, there are things that we understand but consumers don’t understand — like when we throw acronyms around,” she said. “It’s part of our learning process.”



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