How do companies get data about me and what do they do with it?
Marketing data about you is collected two ways: data collected offline and data collected online. Offline marketing data comes from publicly available information such as your name, address, birthdate and census data, information from surveys and questionnaires or product registrations/warranties, and information from other data providers. Online data often comes from cookies placed on your Internet browser that return information about your online visit to the websites of companies you are shopping with.
Advertisers use offline and online marketing data to make sure they are showing you ads for products that you actually might use or shop for. For example, offline marketing data can let companies know where you live, how old you are and whether or not you have children in your household. This tells them that if you are a 40 year old man living in an affluent suburb with two young children, you might be interested in buying a luxury automobile with a high safety rating. Based on your online shopping on their site for camping equipment, they might further deduce that you are more interested in an SUV rather than a sports car and that you may also be in the market for new auto or homeowners insurance. Those companies can then make offers to you for the things that you are the most likely to be interested in.
We don’t want to know intimate facts about you. Data from Acxiom does not include specific details about a purchase, detailed financial information, credit information, medical information or Social Security numbers. While we do include information on whether or not you have children present in the household and their age ranges, we do not knowingly collect marketing data on children under the age of 18.
- For info on Acxiom’s privacy practices, click here.