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تکيه بر دوست مکن محرم اسرار کسي نيست ما تجربه کرديم کسي يار کسي نيست |
REAL WORLD
CASE 3
Acxiom Corporation : Data Demand Respect
Acxiom Corp. has always been good at managing data.
Lots of data. By its own estimate, Acxiom manages
more than 20 billion customer and prospect records.
"We do three things really well," claims Alex Dietz, who
is referred to internally as the "products and infrastructure
technology leader" and functions as Acxiom's CIO. (Acxiom
has no traditional titles.) Those three things, Dietz says, are
managing large volumes of data ; cleaning, transforming, and
enhancing those data; and distilling business intelligence
from the data to drive smart decisions. The data are used by
Acxiom's approximately 1,000 clients for everything from
developing telemarketing lists and identifying prospects for
credit card offers to screening prospective employees and detecting
fraudulent financial transactions.
No one at Acxiom seems to know exactly how much data
the company manages in its 11 tightly guarded data centers.
The company's central data center is located north of Little
Rock, in Conway, Arkansas, where Acxiom was founded in
1969 as a spin-off of a local bus manufacturer. Acxiom also has
data centers in Downer's Grove, Illinois, outside of Chicago,
and as far away as Sunderland in the United Kingdom. The
company recently opened a data center in Phoenix, and an
additional facility is under construction in West Little
Rock. The best estimates are that the Conway systems
alone store between 1.5 and 2.0 peta bytes of data, or up to
2,000 terabytes.
A portion of the data makes up Acxiom's information
products, such as its InfoBase database of consumer data and
it s Personicx list of U.S. households segmented into 70 categories.
Acxiom clients use those offerings to build marketing
prospect lists, check the accuracy of names and phone numbers
in their customer databases, and add demographic details
o r verify personnel data. Acxiom continues to add to its
portfolio: In August, it debuted Personicx Life Changes, a
system that tracks U.S. households through life stages such
as marriage or the purchase of a home. Those and other data
products account for just over one-fifth of Acxioms revenue.
To build its data library, Acxiom collects information
from a wide range of public and private sources. The company
has property deed-registration information from 930
counties across the United States, as well as from 3,500 telephone
directories. It also purchases data from private
sources, such as catalog and magazine subscriber lists and re-
; search from consumer surveys.
But a lot of the data Acxiom manages belongs to other
companies. More than half of its revenue is generated by
data-related services, such as building and hosting data ware.
houses, integrating and cleaning customer data, runuing customer
relationship management applications, developing
.. customer marketing lists, and analyzing data or providing
clients with the means to analyze it themselves. Clients
typically store three years of complete customer history data
store three years of complete customer history data
with Acxiom, CEO Charles Morgan says .
but that’s expanding to five years of data.
"We like to think that these customers
look at the Acxiom data center as an extension of their own
data centers," he notes.
Acxiom isn't satisfied with just managing other companies'
data; it wants to manage their data centers as well. In late
2004, Acxiom signed one of its most significant IT outsourcing
deals, with Information Resources Inc. (lRI), which collects
and sells terabytes of retail point-of-sale and consumer
spending data. Under a contract potentially worth hundreds
of millions of dollars, Acxiom will run IRI's data center operations
and build a real-time content delivery system for the
company.
Outsourcing isn't a new venture for Acxiom. Its first data
center services customer was Norman Vincent Peale's
Guideposts organization, some 15 years ago. Acxiom's outsourcing
division was created officially in 1998, following its
acquisition of May & Speh Inc., an information management
services provider. Outsourcing deals now account for onequarter
of the company's sales.
Acxiom sees outsourcing as a growth area, targeting
companies in data-intensive industries such as consumer
packaged goods, financial services, and retail, where its
data management expertise and technology give it an edge
over IT-services stalwarts such as IBM and EDS, says Lee
Hodges, chief operations leader. Acxiom holds up the IRI
deal as emblematic of the company's outsourcing strategy.
IRI collects huge amounts of product sales data from
supermarkets, pharmacies, and other retailers, as well as
from 70,000 volunteer households, and sells it to packaged
goods manufacturers. As part of the deal, worth $25-$30
million a year for up to 15 years, Acxiom is developing
a content-on-demand system to process retail data in
near-real time, combine those data with demographic
data, and sell them to IRI's clients to identifY and exploit
consumer buying trends as quickly as possible. IRI and
Acxiom are developing applications that will help retailers
and manufacturers manage new product introductions, analyze
price and promotion effectiveness, and track products
that are out of stock.
But its business strategy isn't what has garnered publicity
for Acxiom. The company's involvement in situations that
raise privacy implications has served to remind everyone that
Acxiom's business, at its core, is collecting and selling data
about people.
In September 2003, a controversy erupted over JetBlue
turning over customer data to the federal government. A
year earlier, the airline had provided data about 1.5 million
passengers to Torch Concepts Inc., a military contractor
developing a system for screening visitors to military bases .
JetBlue and Torch Concepts were both Acxiom clients, and
Acxiom provided the military contractor with demographic
data and Social Security numbers to use with the passenger
list provided by the airline
REAL WORLD
CASE 3
Acxiom Corporation : Data Demand Respect
Acxiom Corp. has always been good at managing data . Lots of data. By its own estimate , Acxiom manages
more than 20 billion customer and prospect records
"We do three things really well " claims Alex Dietz, who
is referred to internally as the " products and infrastructure
technology leader " and functions as Acxiom's CIO. (Acxiom
has no traditional titles ) Those three things , Dietz says , are
managing large volumes of data ; cleaning , transforming , and
enhancing those data ; and distilling business intelligence
from the data to drive smart decisions . The data are used by
Acxiom's approximately 1,000 clients for everything from
developing telemarketing lists and identifying prospects for
credit card offers to screening prospective employees and detecting
fraudulent financial transactions
No one at Acxiom seems to know exactly how much data
the company manages in its 11 tightly guarded data centers.
The company's central data center is located north of Little
Rock, in Conway, Arkansas, where Acxiom was founded in
1969 as a spin-off of a local bus manufacturer. Acxiom also has
data centers in Downer's Grove, Illinois, outside of Chicago,
and as far away as Sunderland in the United Kingdom. The
company recently opened a data center in Phoenix, and an
additional facility is under construction in West Little
Rock. The best estimates are that the Conway systems
alone store between 1.5 and 2.0 peta bytes of data, or up to
2,000 terabytes.
A portion of the data makes up Acxiom's information
products, such as its InfoBase database of consumer data and
it s Personicx list of U.S. households segmented into 70 categories.
Acxiom clients use those offerings to build marketing
prospect lists, check the accuracy of names and phone numbers
in their customer databases, and add demographic details
o r verify personnel data. Acxiom continues to add to its
portfolio: In August, it debuted Personicx Life Changes, a
system that tracks U.S. households through life stages such
as marriage or the purchase of a home. Those and other data
products account for just over one-fifth of Acxioms revenue.
To build its data library, Acxiom collects information
from a wide range of public and private sources. The company
has property deed-registration information from 930
counties across the United States, as well as from 3,500 telephone
directories. It also purchases data from private
sources, such as catalog and magazine subscriber lists and re-
; search from consumer surveys.
But a lot of the data Acxiom manages belongs to other
companies. More than half of its revenue is generated by
data-related services, such as building and hosting data ware.
houses, integrating and cleaning customer data, runuing customer
relationship management applications, developing
.. customer marketing lists, and analyzing data or providing
clients with the means to analyze it themselves. Clients
typically store three years of complete customer history data
store three years of complete customer history data
with Acxiom, CEO Charles Morgan says . but that’s expanding.
نبسته ام به کس دل، نبســـــته کس به من دل
چو تخــــته پــاره بـــر موج رهـــا رهـــا، رهـــا من
ز مــــن هر آنکــه او دور، چـو دل به سینه نزدیک
به مـــن هر آنکـه نزدیک، ازو جــــــدا، جــــدا من
نه چشــــم دل به ســـــویی، نه باده در سبویی
که تــــر کـــــنم گـلـــــــویی، به یاد آشنــــــا من
ســــــتاره هــــا نهـــــــفتم در آسمـــــان ابــــری
دلــــــم گرفته ای دوست، هـــــوای گریــه با من
نبسته ام به کس دل، نبســـــته کس به من دل
چو تخــــته پــاره بـــر موج رهـــا رهــــا، رهـــا من
مجنون عاشق تا رخ آن ماهرو دید
چون بید مجنون شانه های او بلرزید
برخاست، سر برداشت از دامان لیلی
گفتا مرا با خود رها کن جان لیلی
من عاشق جان توام، لیلی همان است
لیلی همان احساس پاک جاودان است
اینجا تن واندام بازاری ندارد
دیوانه با این کارها کاری ندارد !
لیلی به خود لرزید و پلکش بر هم افتاد
بر غنچه ی رویش زلال شبنم افتاد
یک لحظه مجنون گشت و مجنون را رها کرد
او را رها در جذبه ای بی انتها کرد
مجنون چو یک زورق به شط شب روان شد
لیلی بر آن تابوت کوچک بادبان شد
پارو زنان بر پهنه ی امواج راندند
چشمان شب بر آن دو هاج و واج ماندند
رفتند تا در گوشه ای تنها فتادند
جانها گره خورده و از تن ها فتادند
توفان شن آن شب بیابان را بپوشاند
در گوشه ی شنزار باغ لاله رویاند
آنجا دو تن با هم به زیر خاک می رفت
یک جان "حق جو" جانب افلاک می رفت
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یک شبی مجنون نمازش را شکست |
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| بی وضو در کوچه لیلا نشست عشق آن شب مست مستش کرده بود فارغ از جام الستش کرده بود سجده ای زد بر لب درگاه او پر زلیلا شد دل پر آه او گفت یا رب از چه خوارم کرده ای بر صلیب عشق دارم کرده ای جام لیلا را به دستم داده ای وندر این بازی شکستم داده ای نشتر عشقش به جانم می زنی دردم از لیلاست آنم می زنی خسته ام زین عشق، دل خونم مکن من که مجنونم تو مجنونم مکن مرد این بازیچه دیگر نیستم این تو و لیلای تو ... من نیستم گفت: ای دیوانه لیلایت منم در رگ پیدا و پنهانت منم سال ها با جور لیلا ساختی من کنارت بودم و نشناختی عشق لیلا در دلت انداختم صد قمار عشق یک جا باختم کردمت آوارهء صحرا نشد گفتم عاقل می شوی اما نشد سوختم در حسرت یک یا ربت غیر لیلا برنیامد از لبت روز و شب او را صدا کردی ولی دیدم امشب با منی گفتم بلی مطمئن بودم به من سرمیزنی در حریم خانه ام در میزنی حال این لیلا که خوارت کرده بود درس عشقش بیقرارت کرده بود مرد راهم باش تا شاهت کنم صد چو لیلا کشته در راهت کنم |
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