March 26, 2024

Acxiom launches InfoBase® UK Purchase Transactions, powered by Affinity Solutions, to provide consumer transaction data at scale

Unique customer insight provided through actual user spend

Access to data on over 1.5 billion annual merchant-level transactions

LONDON, UK, March 26, 2024Acxiom, the leader in customer intelligence who creates data-driven marketing solutions enabling better customer experiences, has launched the consumer insight dataset, InfoBase Purchase Transactions, in partnership with leading consumer purchase insights company, Affinity Solutions.

InfoBase UK Purchase Transactions is a ground-breaking data insight layer, which seamlessly integrates InfoBase UK’s full market coverage and unique privacy-enhancing technologies (PETs) with Affinity Solutions’ robust purchase transaction data. This strategic alliance between Affinity Solutions and Acxiom addresses the longstanding demand of marketers for dependable access to customer transactional data.

Transaction-based insights provide brands the ability to understand the recency, frequency and value spend behaviors of their customers across merchants and market sectors. This data is able to differentiate between in-person and online spend, and across increasingly popular marketplaces, such as TikTok, enabling businesses to understand where and how people are purchasing. Brands, such as those in the travel sector, can forge stronger connections with high-value audiences by gaining insights into the preferred retail choices of high-spending customers. Similarly, retailers can enhance their understanding of customer spending patterns across competing brands and channels, identifying areas with the greatest potential.

Acxiom has decades of experience delivering data-driven marketing solutions that enable better customer experiences. InfoBase data products lead the way in providing full coverage, privacy enhanced consumer insight that is actionable across the whole marketing ecosystem. Now, through its partnership with Affinity Solutions, InfoBase UK Purchase Transactions will provide customers with additional, unique insights on actual user spend.

InfoBase UK Purchase Transactions data offers a unique level of customer intelligence including:

  • Data at Scale: Brands will have access to 1.5 billion annual transactions across over 10 million cardholders, reaching 10-15% of UK households, therefore providing robust insights which reflect the current market.
  • Accuracy: Insights are underpinned by known purchasing activity, outperforming heavily modelled or proxy data from surveys.
  • Full Coverage: Combined with InfoBase full coverage data, Purchase Transactions can be applied to the entire UK market, creating actionable insights across the marketing ecosystem.
  • Flexible Solutions: The ability to delve into transaction-level data allows research into spending behaviors, market trends, and the development of customized insights.

David Keens, VP of Product EMEA at Acxiom, says: “Where we all spend is an important reflection of our consumer needs, behaviours and attitudes. This is vital customer intelligence for any brand seeking to craft relevant and highly-tailored customer experiences. I’m excited that Acxiom has created InfoBase UK Purchase Transactions as an ideal dataset for brands to develop enhanced engagement strategies.  Affinity Solutions’  transactional data offers the most authentic and dependable reflection of shifting spending patterns, and this makes a powerful combination with our core InfoBase offering to enrich our clients’ understanding of customer behaviours. By utilising this intelligence, staying attuned to evolving spending trends and behaviours, our clients can further elevate their marketing efforts, ensuring a more personalised and impactful customer journey.”

Richard Barker, Partnerships Manager, South Western Railway says: The combination of Acxiom’s data backbone with Affinity Solutions’ granular consumer purchase insights gives us a picture of the end-to-end customer journey and helps us understand what motivates people to travel. This is crucial for us to ensure we engage with customers in the best way possible both when they’re planning a trip and on the day.

Damian Garbaccio, Chief Business & Marketing Officer, Affinity Solutions says: “Brands are searching for ways to make their advertising more personal and relevant whilst honoring consumer privacy. Acxiom, like Affinity Solutions, has adopted a leadership position in committing only to handle anonymized data in the UK and Europe. Like us, they believe that this is the safest and best way to protect consumers and safeguard the future of marketing. We’re layering our granular purchase data, spanning 15% of UK households, on top of Acxiom’s microcells to create the deepest insights available on the UK consumer economy. Brands will be able to attain unparalleled precision in targeting, create strategies based on what people are actually spending, and measure the effectiveness of their campaigns in near-real-time. We’re thrilled to bring these solutions to market together and look forward to driving success for our clients.”

About Acxiom
Acxiom is a customer intelligence company that provides data-driven solutions to enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data management, identity, and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies, Inc. (IPG). For more information, visit

About Affinity Solutions
Affinity Solutions (Affinity) is the leading consumer purchase insights company that provides a complete view of U.S. and U.K. consumer spending, across and between brands, via exclusive access to fully permissioned data from over 140 million debit and credit cards. This data is transformed into privacy-compliant, actionable intelligence for marketers, consultancies, and financial services companies to drive strategic growth and lasting customer relationships.  Visit us at to discover how we’re shaping the future of consumer purchase insights.

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