All Equitec workers are to be retained and will work to support retail market growth strategies. The two companies first worked together in 1999, when they initiated the Market Advantage joint venture, leading to the generation of $14m (拢7.2m) in new business.
Charles D Morgan, Acxiom chief executive, said: "Retailers will be able to confidently adjust merchandise assortments, to better predict market and store potential, to accurately assess new product launch opportunities and to clearly identify under-served markets and segments, all derived from the unique needs of consumers in individual store trading areas."
Current Equitec clients include Black & Decker, General Electric, The Home Depot and Sabre Holdings.
Mike Henry, chief executive of Equitec, said: "Retail is increasingly a difficult business in which to prosper. It's no longer good enough to know what's selling, increasingly who's buying matters more. Progressive retailers will locate stores, adjust their formats and allocate and assort merchandise more frequently through the lens of deep consumer insight."
Acxiom recently repositioned its UK business as part of a global rebranding strategy. Acxiom said it is moving to be "more accurately positioned as an enterprise information solution provider" with the new strapline: "We make information intelligent". This revamped statement and branding is designed to communicate Acxiom's expertise in the use of data in helping to transform businesses.
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