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Acxiom Connection

How to use the Acxiom connection in BlueConic

What: The Acxiom connection allows you to enrich BlueConic profiles by importing information from Acxiom into BlueConic. The connection supports batch and real-time imports.

About BlueConic: The BlueConic Customer Data Platform harnesses the data required to power the recognition of an individual at each interaction, and then synchronizes their intent across the marketing ecosystem.

Why: CRM data integrated into BlueConic is prime material for segmentation and personalization. BlueConic features a unique data collection engine that captures data at the customer level for known and anonymous users. For known users, or once a user becomes known, having this data in your CRM will arm your call center and other communication platforms with relevant details about your customers' explicit and implicit intents.

Note that by using the BlueConic Acxiom Connection you are transferring customer data between BlueConic and Acxiom. Effectively, this means you should make sure you provide appropriate notice to, and secure any necessary consent from, your users. Also, you should offer visitors an option to opt out of sharing their data.

Adding an Acxiom Connection

  1. Click Connections in the Navigation bar.
  2. Click Add Connection.
  3. A pop-up window appears. Check the Show all box. Enter "Acxiom" in the Search bar.
  4. Click Acxiom connection.
    The Acxiom connection page opens.

    You can expand or collapse metadata fields (favorite, labels, and description) by clicking the gray chevron at the top of the page.

  5. In the metadata section you can choose whether to get email notifications when the connection runs or fails to run.
  6. Enter a name for your connection at the top of the page.

Configuring an Acxiom connection

Setting up the connection

  1. Click Set up and run in the left-hand column to open the authentication page.
  2. Enter your Acxiom account credentials: client key and client secret.
  3. Click Save to save your credentials.

Data exchange shows the total number of unique profiles that have been enriched or created with data from Acxiom via this connection. Note that these are unique profiles. If the same profile is imported several times, it is counted as 1.


Next you set import goals to select what data to exchange, and specify how data should be mapped between Acxiom and BlueConic. To make the connection work, you have to authenticate your credentials, add at least one goal, save the connection, and switch the connection on.

Importing Acxiom data into BlueConic

In the left-hand panel, click Add goal and set the parameters of your goal. You can choose to import person, household, residency, place or business data from Acxiom.

To import Acxiom data into BlueConic:

  1. Select the BlueConic segment that holds the profiles to be enriched with data from the import.
    In the top right-hand corner, the number of profiles available for import appears. This number shows how many profiles meet the conditions for the selected segment and therefore are available for the import. BlueConic tries to import only the profiles that have changed since the last import. The number of profiles imported might be lower than the number displayed here.
  2. Select batch and/or real-time import.
    Choose batch to periodically import data from Acxiom to BlueConic profiles. Data will only be requested for profiles where the profile property selected in step 4 has changed since the last batch import.
    Choose real time to directly import data for each profile when one of the profile properties selected in step 4 changes.
  3. Pause requests for individual profiles.
    Acxiom charges every time you request data for a single profile. Consider setting a time period (in days, months, or years) between requests for a unique profile. 
    How to exchange profiles and customer segments using the Acxiom connection in BlueConic
  4. Select Acxiom parameters to map your Acxiom data to the corresponding BlueConic profile properties.
  5. Map Acxiom data fields from any available document type into BlueConic profile properties.You can select to import people, places, households, entities, and residencies data (based on your available fields), on the left hand side.
    Use the Set drop-down menu to select how to import data:
    • Set
    • Set if empty
    • Add the data field to the list of existing values.
    • Sum a number with the existing values (if the data field is a number).
  6. Define advanced settings for matching level and minimal confidence number.
    You can set the Acxiom match level to strict for the highest level of confidence in matching, or default to allow a greater tolerance and higher reach. The minimal confidence slider lets you set a minimum value for Acxiom's confidence rating for the match between BlueConic profiles and Acxiom data.
  7. Click Save in the top right corner of the screen to save your import goal, and run the connection.
    Optional: In the left panel, click Add goal and then choose Import goal to create another Import goal.

Running the Acxiom connection

To run the connection, turn the connection on at the top of the connection page and save your changes. If you chose a real-time import in step 2 of the import goal, the connection is run when the value of one of the profile properties in step 4 changes. For batch imports, you use the settings in the Run history section of the Authentication and run page. See Scheduling connections for information on running the connection.

Connection status

Once you've set up and saved your connection, the icon at the top will reflect the status of the connection.


An arrow runs from Acxiom to BlueConic, signifying the direction of the data import. When the arrow is green, the connection is ready to be used.

In the Data exchange section of the Set up and run page, you can see the number of unique profiles that had data imported by the connection. 

Privacy management

Connections can be added to Objectives, allowing for privacy management of the information that is being picked up. A connection will only process the profiles of visitors who have consented to at least one of the objectives that the connection is linked to.


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