Broadbase and Acxiom to Provide Sophisticated Analysis of Customer Information

Business Wire, May 18, 1999

NEW YORK--(BUSINESS WIRE)--May 18, 1999--

Broadbase Continues Strong Momentum in Analytic

Applications for Customer Relationship Management by

Integrating the Acxiom Data Network

Broadbase Information Systems, Inc., the leading provider of customer-focused analytic applications, and Acxiom Corporation (Nasdaq:ACXM) today announced a marketing agreement to enable corporations to easily access external data through the Acxiom Data Network(SM) (ADN) for analysis and customer relationship management. Broadbase will integrate the Acxiom Data Network with Broadbase EPM, Broadbase's suite of powerful Web-based analytic applications to enable companies to identify key market segments, target promotional material more effectively, and help build a loyal customer database.

As a result of the agreement, Broadbase's industry-leading analytic application suite, Broadbase EPM 3.0, which features analytic applications for e-commerce, sales, marketing and customer service, will integrate seamlessly with the Acxiom Data Network, which provides companies with a wide range of data products, customer mailing lists, and other services. Using Broadbase's analytic applications, businesses will be able to conduct in-depth analysis of customer demographics and target market segments and then respond immediately to changing market dynamics, competitive pressures, and customer demands.

The integration between Broadbase's analytic applications and the Acxiom Data Network also enables companies to enhance their ability to interact with customers on a more personalized, one-to-one basis -- whether via the Web, phone, mail, or other channels. The integrated analysis solution allows Acxiom Data Network subscribers to develop a stronger understanding of customer buying habits, preferences, and other consumer traits, so they can provide consumers with products and services designed especially to attract and retain them.

"As an ADN partner, Broadbase is providing the critical capabilities that enable companies to enhance their customer relationships through detailed analysis of specific interests," said Mark Theilken, Acxiom's Data Products Group leader. "Having Broadbase as a channel partner, furthers our goal to give marketers the knowledge and insight they need to drive a business strategy based on high quality data content, integration, and analysis."

Broadbase EPM applications integrate and analyze data from front and back office applications, e-commerce systems, and external data sources, enabling companies to achieve maximum value from one-to-one customer relationships and enterprise operations. Additionally, the partnership benefits IT managers who can now easily integrate the added data value from ADN with their investment in Broadbase solutions, without going through separate and expensive coding efforts.

"Integrating the Acxiom Data Network gives our installed base direct access to comprehensive customer data, which can be analyzed to drive one-to-one customer relationships, while not overlooking any untapped market opportunities," said Mark Kremer, president and CEO of Broadbase. "The combination of our two solutions is extremely powerful, enabling corporations to run highly effective campaigns based on their customers' interests and historical spending patterns. As companies become more attuned to their customers -- especially in e-commerce interactions -- the benefit to consumers in terms of higher service levels and personalization is extremely compelling."

About Acxiom Corporation

Acxiom provides a wide spectrum of data products, data integration services, mailing list services, modeling and analysis, and information technology outsourcing services, as well as data warehousing and decision support services to major U.S. and international firms. Acxiom is a member of the Direct Marketing Association (DMA), Internet Alliance (formerly the Interactive Services Association-ISA), the Individual Reference Services Group (IRSG), and the Online Privacy Alliance (OPA). Acxiom supports the Fair Information Practices standards of these organizations. Founded in 1969, Acxiom is headquartered in Conway, Arkansas, with operations throughout the United States and in the United Kingdom, France and Spain. For more information, e-mail to info@acxiom.com or call, toll free, 1-800-922-9466. Acxiom is a registered trademark of Acxiom RTC, Inc. Acxiom Data Network and ADN are service marks of Acxiom Corporation.

About Broadbase

Broadbase is the leading provider of Enterprise Performance Management (EPM) solutions. Seen as the next wave of enterprise software, EPM solutions are analytic applications that integrate and analyze data from front and back-office applications, e-commerce systems, and external data sources, enabling companies to achieve maximum value from one-to-one customer relationships and enterprise operations.

Today, world class companies such as Chevron, Hewlett Packard, United Airlines, Baxter Healthcare, and BankBoston are using Broadbase's award-winning software to increase profitability, productivity, and customer value. For more information visit Broadbase at www.broadbase.com.