Heathrow first aboard as Acxiom signs Salesforce deal

Acxiom has created a dedicated, global Salesforce practice, which it claims will provide high-performing marketing solutions by bringing its data management, digital campaign management, and identity capabilities to the Salesforce technology stack.

The first brand to benefit from the practice will be long-standing client Heathrow Airport, which was previously using a CRM system from a major competitor.

Heathrow was also looking for ways to capture rich customer data insights, shopping habits, and travel interests while reducing the number of “moving parts” within its technology stack, in line with its digital transformation strategy.

Acxiom, which is owned by IPG, will now continue to support Heathrow’s vision by using marketing technology to deliver what it claims will be the best passenger experience across both physical and digital environments.

Heathrow head of marketing and customer engagement Meenal Varsani said: “Without the right data, personalisation is only an ambition. Working with Acxiom and Salesforce, Heathrow now has greater control of our data, which can be used to improve business processes and deliver personalised passenger experiences.”

Acxiom chief strategy officer David Skinner added: “Salesforce Marketing Cloud, a long-established product, is a technology leader in Gartner’s CRM Customer Engagement suite. Acxiom’s expertise in bringing business value and performance to marketing technology is now being deployed and scaled with Salesforce.

“We’re thrilled to be expanding our relationship with Heathrow and look forward to supporting their transformation to deliver on today’s customer needs.”