Acxiom(R) Announces Success In Invitations-to-Apply Solution Testing, General Commercial Availability.

LITTLE ROCK, Ark. -- Citing the positive test results reported by several top financial services companies, Acxiom(R) Corporation (Nasdaq:ACXM) today announced the general commercial availability of Ranking Invitation to Apply Approvals (RITAA), its newest business intelligence solution. RITAA helps financial services providers, particularly credit card issuers, find and target consumers who are most likely to respond to invitation-to-apply offers and meet the issuer's credit approval standards.

Validated with seven of the world's leading financial institutions, RITAA is a model built on Acxiom's industry-leading InfoBase(R) data and determines the relative likelihood that a consumer who has responded to an invitation to apply for credit will subsequently achieve approval. RITAA is not based on credit data and does not determine credit worthiness, but instead employs the most sophisticated use of marketing data to dramatically improve targeting for increased approval likelihood.

Acxiom's post-campaign testing shows approval-to-response rates can be increased by 25-50 percent or more. If the goal is to increase approval-to-mailed rates, 17-50 percent improvement has been observed, with the average well over 20 percent.

"RITAA improves invitation-to-apply marketing by identifying those prospects and customers who are most likely to go on to meet approval standards, not simply respond to the offer," said Richard Howe, leader of Acxiom's Marketing Organization. "This allows marketers to improve the cost efficiency of their marketing as well as identify current retail banking customers who may be prime prospects for loan services."

To validate RITAA, Acxiom partnered with nine companies including seven of the world's leading financial services institutions, in implementing more than 20 campaigns.

Companies testing the solution are experiencing the following business benefits using RITAA:

--Reduced cost per acquisition;

--Improved return on marketing investment;

--Reduced list costs by finding the best cutoffs within lists;

--Improved flexibility. RITAA can be used as a stand-alone solution or in conjunction with other targeting techniques;

--Ease of use for marketing initiatives;

--RITAA also offers the advantage of an expandable universe of possible customers.

About Acxiom Corporation

Acxiom Corporation (NASDAQ:ACXM) integrates data, services and technology to create and deliver customer and information management solutions for many of the largest, most respected companies in the world. The core components of Acxiom's innovative solutions are Customer Data Integration (CDI) technology, data, database services, IT outsourcing, consulting and analytics, and privacy leadership. Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas, with locations throughout the United States and Europe, and in Australia and China. For more information, visit www.acxiom.com.

Acxiom and InfoBase are registered trademarks of Acxiom Corporation.