The list gives marketers access to customers' and their partners' birthday data, allowing them to target individuals looking for gift inspiration or event planning assistance at the right time, such as when their partner's birthday is approaching.
In addition, Acxiom can overlay the birthday data with other selections of choice, which would, for example, enable a restaurant chain to contact individuals who have a partner's birthday coming up and who enjoy eating out.
Dawn Orr, UK data group leader, said: "Birthday data is invaluable for marketers looking to target consumers based on their partner's age. By combining birthday data with other selections such as specific hobbies or interests, marketers can ensure that their offers are even more relevant and targeted."
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