Micro-segmentation and customization. With the abundance of digital data from multiple touch points as well as the development of sophisticated tools to analyze the data, organizations can create highly specific segmentations and tailor products and services precisely to meet those needs. Arkansas-based Acxiom offers clients such as HSBC, Toyota, and Ford profiles of more than 500 million customers worldwide. Each record has more than 1,500 data points, which are gleaned from analyzing more than 50 trillion data transactions annually. President Obama’s winning campaign in 2012 ran more than 60,000 computer simulations every day to segment prospective
voters and tailor outreach emails and other messages to individual voters.