Rob Morgan is the driver of the Acxiom Nascar Racing truck. Possessing the right information at the right time is the key to being safe and successful. Acxiom builds and maintains data warehouses to make this possible for a wealth of customers who look to the company for customer relationship management help. Morgan receives a constant stream of information from his crew in just the same way that Acxiom provides data to its customers. Acxiom believes in creating a 360° view of customers so that the company and its customers are as informed as they can be. This includes data points on every consumer in the United States as well as profiles of millions of businesses.

1. Summarize the technology that Acxiom uses to run its business. What are the goals of the business?



2. Describe how Acxiom's 360° view of consumers helps its users.



3. What benefits does the technology bring?



4. Explain the relationship between information and decision-making.



5. To what organizational principles does Acxiom subscribe?