Data mining giant’s misleading boast
For a firm like Acxiom, the old dictum "Knowledge is Power" certainly holds true. The data mining giant has built a (little known) information empire compiling information -- both publicly available and personally divulged through surveys and warranty cards -- on millions of Americans' addresses, contact information, shopping habits and more. The company builds consumer profiles to enable directed advertising. Knowing about you gives Acxiom the power to make billions.