Does it really matter if marketers don’t get the data they want? You betcha. Kantar finds 86% of retailers say first-party data is a core pillar of their app strategy, while CallMiner reports that 62% of senior contact center decision makers feel they don’t collect all the CX data they need. In other words, improvements are essential and giving IT departments more control is not going to work.

Customer intelligence platform Acxiom will collaborate with ActionIQ to deliver enhanced customer insights. ActionIQ’s CDP will integrate with Acxiom’s demographic, household, behavioral and preference data and with Acxiom’s RealID identity resolution solution. Acxiom experts will work with clients to customize and streamline ActionIQ.