Acxiom Digital – “Old school off line data heads seeking to convert to on line world.”

Pros

Access to amazing off line data and a vision of how to meld to on line use

Cons

Off line old school Acxiom versus acquired companies working in the on line space often clash for customer facing roles and revenue. Turf wars as to how to best access customers and leverage them across the various marketing channels. The culture of "direct mail" and "list rentals" was slow to evolve into an online vision.

Advice to Senior Management

Pick a segment and own it, do not try to be all things digital to all your customers, they don't buy that vision.