Time Life was the direct marketing arm of magazine publisher Time Inc, but was sold off in 2004.
It creates and sells a range of CDs, books and DVDs direct to consumers. Some of its current titles include the 1970s television series 'Happy Days', and 'Songs for Lovers' a series of four CDs each containing 30 "love anthems".
Acxiom is briefed with creating a global data warehouse programme to help Time Life get an accurate picture of its customers and prospects. It expects to reduce marketing spend wastage by 25% in the first year of the programme.
Cathy Pendleton, database marketing manager at Time Life, said: "With data on 8m global customers at our fingertips, the next challenge is to generate knowledge that will influence our business."
Acxiom is using its AbiliTec tool to help manage the data.
Jon Cano-Lopez, European services group leader at Acxiom, said it would "help Time Life clean mailing lists of duplicate records, manage single customer views across all data silos and support real-time marketing programmes".
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