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Data Axle

Data Axle is an American company that provides data-driven solutions for (B2B) and business-to-consumer (B2C) , leveraging extensive databases, , and technology to help organizations acquire customers, gain insights, and foster connections. Founded in 1972 as American Business Information (ABI), the company initially focused on compiling business directories and lists before evolving through several name changes and acquisitions to become a comprehensive data powerhouse. In the , it rebranded to InfoUSA, expanding its offerings to include services, and in 2008, it adopted the name Infogroup to reflect its broadened scope in and analytics. In 2020, the company rebranded as Data Axle. Key acquisitions during this period, such as Database America, Direct Media, and Yesmail, significantly enhanced its capabilities in consumer data and . Today, Data Axle serves over 40,000 businesses and nonprofits worldwide, ranging from small enterprises to large corporations, with products like Salesgenie® for and custom for seamless across platforms. Its core offerings include enriched business and consumer databases covering millions of records in the U.S. and , intent for targeted outreach, and full-service marketing campaigns that utilize over 400 attributes for precision. With more than 50 years of experience, the company positions itself as a leader in making actionable through AI-powered , emphasizing ethical use and compliance in an increasingly regulated digital landscape.

History

Founding and early years (1972–1980s)

Data Axle traces its origins to 1972, when founded Business Research Services in , with a modest $100 bank loan, two part-time employees, and a collection of 4,800 Yellow Pages directories borrowed from . While working as a marketing research manager at the Commodore Corporation, a mobile home manufacturer, Gupta identified a gap in affordable, targeted business leads and began compiling lists of mobile home dealers by manually extracting data from telephone directories. This initial venture proved successful, receiving $13,000 in checks within the first month and generating $22,000 in profit by the end of the first year through sales of customized prospect lists to small businesses in the mobile home industry. The company quickly expanded its offerings to include lists for related sectors such as motorcycles, bicycles, boats, and tractors, establishing a foundational centered on providing cost-effective marketing tools derived from public directory information. Early operations relied heavily on manual data collection processes, with Gupta and his small team inputting business details from Yellow Pages into a growing master database housed in a garage in Omaha. By 1973, as demand increased and Gupta left his job at , the workforce shifted to full-time employees, enabling broader compilation efforts from public sources including telephone books and government records. The evolved from its narrow focus on mobile home manufacturers to a wider array of B2B prospecting services, with products formatted as alphabetic lists, mailing labels, index cards, and, by 1977, magnetic tapes and diskettes for electronic distribution. This hands-on approach laid the groundwork for a comprehensive U.S. database, emphasizing accuracy through direct verification methods. In the mid-1980s, the company underwent a significant rebranding and expansion. Initially operating as Business Research Services and later known as American Business Lists (ABL), it was renamed American Business Information (ABI) by 1986, reflecting its maturation into a more formalized provider of nationwide business data. A pivotal innovation during this period was Gupta's adoption of the U.S. government's (SIC) codes, which enabled the creation of a structured national in 1983, categorizing millions of entries for enhanced searchability and utility in B2B marketing. This shift marked ABI's transition to broader data compilation, incorporating government-sourced classification systems alongside traditional to build one of the earliest comprehensive of American businesses.

Expansion and public listing (1990s)

In the early 1990s, American Business Information (ABI) continued to build on its foundational data compilation techniques from the prior decade, expanding its database through annual verification calls and acquisitions of regional providers. In 1990, ABI acquired CompilersPlus, Inc., enhancing its list capabilities, followed by the 1991 purchases of , Inc. and Contacts Influential, Inc., which bolstered its national presence in business data services. These moves helped consolidate in the direct marketing sector by integrating smaller regional lists into ABI's growing national database, which exceeded 10 million business records by the mid-1990s. A pivotal milestone came in early 1995 when ABI went public on NASDAQ, raising capital to further expand its database and product offerings. The IPO provided funds for technological upgrades and broader data coverage, growing the business database to over 11 million entries with enhanced verification processes involving 14 million annual phone calls. This public listing marked a shift toward aggressive national expansion, enabling ABI to invest in CD-ROM products like Business Lists-on-Disc (introduced in 1991) and direct mail services such as prospect lists and mailing labels. Revenue surged during the decade, from approximately $10 million in 1990 to $86.77 million by 1995, driven by demand for these and direct mail data products that supported sales for over 450,000 customers. By 1999, annual reached $288.7 million, reflecting the company's scaling through diversified information services. In 1998, ABI rebranded to infoUSA, Inc., effective July 31, to better reflect its evolution into a comprehensive provider beyond business directories. The name change emphasized expanded services, including entry into consumer data markets via acquisitions like Digital Directory Assistance, Pro CD, and Database America, growing its consumer database to 113 million households. This rebranding, coupled with the launch of www.infoUSA.com for tools, positioned the company for broader diversification in the services sector.

Acquisitions and rebranding (2000s–2010s)

In the 2000s, infoUSA pursued an aggressive acquisition strategy to bolster its and capabilities, acquiring numerous smaller and firms to expand its B2B and B2C datasets. Notable examples include the 2004 acquisition of OneSource Information Services, a provider of global , which enhanced infoUSA's access to international company profiles and financial information. Other key purchases during this period encompassed in 2008, a list brokerage firm that strengthened services, and the 2006 acquisition of Opinion Research Corporation, adding survey and polling expertise to complement its offerings. These deals, part of a broader pattern of over 20 documented acquisitions in the decade, allowed infoUSA to integrate diverse sources and improve the comprehensiveness of its consumer and business lists. This expansion culminated in a significant in 2008, when infoUSA changed its name to Infogroup to better reflect its evolving identity as a multifaceted data and solutions provider with a broadening presence. The , effective June 1, 2008, emphasized the company's shift toward integrated services beyond traditional list brokerage, incorporating recent to support international growth strategies. By unifying its portfolio under the Infogroup banner, the company aimed to streamline operations and position itself for enhanced cross-border data exchange and partnerships. In 2010, Infogroup was acquired by Advisors for approximately $460 million, a transaction that took the company private and provided capital for operational enhancements and technology investments. The deal, completed in July 2010, valued Infogroup at around $635 million including debt, marking a shift from public markets following its listing and enabling focused internal development amid economic challenges. Under CCMP's ownership, Infogroup prioritized improvements in and digital tools to adapt to evolving demands. By 2017, CCMP sold Infogroup to in a valued at roughly $600 million, including , which underscored the buyer's interest in scaling data analytics and technology-driven services. This ownership transition supported Infogroup's investments in advanced analytics platforms, building on prior acquisitions to refine predictive modeling and customer insights for B2B applications. Court Square's strategy emphasized leveraging Infogroup's datasets for innovative marketing solutions, aligning with industry trends toward data-centric decision-making.

Recent developments (2020–present)

In 2020, Infogroup underwent a significant to Data , a name chosen to underscore its position as a central "axle" or hub for integrated (B2B) and business-to-consumer (B2C) services. This change reflected the company's shift toward advanced, cloud-based technologies and software-as-a-service () solutions, building on its long-standing expertise in compilation while emphasizing innovation in multichannel and analytics. The rebrand was announced on September 24, 2020, and aimed to better align the company's identity with its expanded capabilities in delivering actionable insights to over 40,000 organizations worldwide. Prior to the rebrand, in 2019, the company relocated its corporate headquarters to , at 13155 Noel Road, Suite 1750, to centralize executive functions and support growth in a dynamic environment. This move did not consolidate all operations, as Data Axle maintained substantial facilities in —specifically in nearby at 1001 Fort Crook Road North—where much of its data processing and legacy teams remain based. The Dallas headquarters now serves as the primary hub for strategic decision-making, with additional offices in , , and Pune, India, to facilitate global reach. In February 2024, Data Axle appointed Andrew Frawley as CEO, bringing over 30 years of experience in data and marketing to drive innovation and client solutions. Since 2020, Data Axle has prioritized investments in (AI) and real-time data infrastructure to adapt to the digital economy's demands for speed and precision. These efforts include AI-powered tools for , campaign optimization, and automated , as evidenced by key leadership appointments in 2025, such as a focused on AI-driven growth. The company's cloud-based platform supports real-time updates to its extensive databases covering over 95% of U.S. businesses and consumers, enabling seamless integration with platforms like and Dynamics. Strategic expansions in 2024 and 2025 have enhanced data freshness through continuous verification processes, powering solutions like Audience360 for unified . Amid rising global privacy standards, Data Axle has responded by developing compliant data practices, including adherence to the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). The company offers privacy-safe environments such as data clean rooms, which allow secure collaboration without exposing personally identifiable information, and holds certifications like SSAE 18 SOC 2 Type 2, , and HIPAA. These initiatives, detailed in its updated privacy policy as of June 2025, ensure ethical data handling while supporting marketers in navigating restrictions on third-party data use.

Products and services

Business and consumer data solutions

Data Axle offers extensive business data solutions, encompassing over 90 million business profiles across the and (as of ), with more than 19.5 million premium verified profiles providing in-depth intelligence on small- and medium-sized enterprises, freelancers, and home-based operations. This dataset includes over 400 attributes per profile, such as executive contacts and key decision-makers, estimated annual revenues, employee counts, and industry classifications via and NAICS codes, enabling precise targeting for and . Complementing its offerings, Axle's solutions more than million individuals and 165 million households in the U.S. (as of 2024), along with 11 million consumers in , delivering granular insights into demographics, household levels, purchase behaviors, and preferences through over 300 selectable attributes. These attributes support segmentation for applications like audience profiling, with filters allowing refinement based on factors such as age, marital status, and spending habits to identify high-potential segments. To maintain , Data Axle provides services focused on and enhancement, leveraging U.S. Service-licensed tools like NCOALink®, ZIP+4® coding, and delivery point validation to ensure accurate mailing and identity resolution. These services also include email validation to remove invalid or inactive contacts, mitigating risks like high bounce rates in outreach efforts. Industry estimates indicate that poor , or "dirty data," costs the U.S. over $3 trillion annually, underscoring the value of such maintenance in reducing operational inefficiencies. Data Axle's datasets are compiled from diverse sources, including , over 100 partnerships with proprietary and public entities like and providers, and proprietary modeling techniques, with continuous verification through 25 million annual phone calls and real-time updates by a team of over 300 data specialists. This methodology ensures daily refreshes, supporting reliable use in downstream tools for enhanced prospecting accuracy.

Lead generation and marketing tools

Data Axle's lead generation and tools are designed to facilitate and customer acquisition for across various scales, leveraging the company's extensive and databases to enable targeted . The flagship , Salesgenie, is an AI-powered solution for both B2B and B2C , offering unlimited access to millions of verified and leads searchable by criteria such as , , income, ZIP code, age, and more. It incorporates the Smart AI Suite, which includes features like Smart Audiences for rapid list building and Smart for personalized messaging, allowing users to generate customized leads in under 10 seconds. Additional capabilities include email appending through integrated tools and a Lead Manager for organizing lists with notes, tags, and status tracking, serving over 15,000 active users. Complementing Salesgenie, Mailing Lists by Data Axle provides physical and digital mailing lists tailored for direct mail campaigns and programs, with over 3,200 options spanning , , and donor segments. These lists support multi-channel targeting by , demographics, and type (B2B, B2C, nonprofit, or ), enabling precise audience selection for enhanced campaign effectiveness. Users can access comprehensive contact details, including addresses, direct mailing addresses, and numbers, ensuring with regulations like CCPA and CAN-SPAM while facilitating both acquisition and loyalty initiatives. For end-to-end support, Axle Agency offers full-service marketing services that integrate data intelligence with creative execution, from campaign design and predictive targeting to deployment and optimization. Powered by and for predictive modeling and 360-degree persona development, the agency handles strategic planning, content creation (including CTV video and dynamic creative optimization), audience segmentation, and ROI attribution analysis. This comprehensive approach supports scalable programs across channels like direct mail, display, and connected TV, with packages available for small businesses to large enterprises. Performance metrics for these tools highlight strong returns, particularly in permission-based campaigns, where clean contributes to a ROI of 122% compared to other channels like . In representative case studies, Data Axle's strategies have exceeded return on ad spend (ROAS) goals by 37% through targeted B2C campaigns, demonstrating the tools' ability to drive measurable conversions and efficiency.

Analytics and API services

Data Axle offers advanced and services designed to enable data-driven through processing, , and access to and datasets. These services support end-to-end , predictive insights, and seamless integrations, allowing organizations to enhance their applications without maintaining extensive in-house data infrastructure. The company's 360 provides comprehensive for , enrichment, and predictive modeling. It centralizes zero- to third-party B2B and B2C data into a unified system, ensuring consistency and accuracy across platforms by identifying overlaps and evaluating source performance. This process transforms into actionable assets for programs, attribution , and , supported by an enterprise identity spine that facilitates audits and gap identification. Trusted by over 40,000 global organizations, the platform manages more than 150 billion client records to deliver reliable insights. Data Axle's suite delivers access to extensive and , encompassing over 280 million consumers with 250 million records and 19.5 million with 183 million contacts (as of 2024), along with 300+ attributes and 400+ attributes. Comprising eight specialized —including , , , , , Changes, and —these tools enable developers to inject directly into platforms for on-demand processing, such as automated file detection, , and record appending. By leveraging pay-as-you-go (ranging from $25 to $75 per thousand records), users avoid the costs and complexities of in-house , with providing tallies, fill rates, and statistics for immediate integration into tech stacks. Comprehensive online supports , with standard, enhanced, and add-on plans available. In June 2024, Data Axle launched a Native App, providing access to over 450 attributes on more than 70 million U.S. for and audience building within the Snowflake AI Data Cloud. Reference Solutions, tailored for nonprofits and public institutions, offers specialized through customizable database tools that include advanced filters, searches, and labor insights such as and job . These features enable of and records drawn from high-quality sources, supporting and in community-focused applications. Recent enhancements include new tied to activity launched in February 2024 and audience indicators for donor targeting added in May 2024 within the Apogee and DonorBase cooperatives, along with a texting platform introduced in August 2025 to boost donor engagement. Complementing this, Exact Data—acquired by Data Axle in 2021—provides services via accurate, multi-sourced compiled from over 2,000 sources since 1999, focusing on and leads with emphasis on for targeted outreach. Additionally, Data Axle's Credit Solutions deliver specialized for credit checks, including credit scores via Experian’s Intelliscore Plus SM v2.0 and financial insights on over 62 million U.S. and Canadian es, aiding and compliance. The Developer Hub equips users with tools to scale solutions using intent data and audience segmentation, featuring direct API integrations for retrieving records, monitoring changes, and automating deliveries within secure environments like , AWS, , and . Pre-built options connect with MarTech platforms such as and , while data marketplaces support enhancement and analysis in cloud ecosystems, including custom audience targeting via DMP and for AdTech applications. These capabilities briefly enhance tools like Salesgenie by embedding real-time data flows.

Corporate affairs

Ownership and acquisitions

Data Axle, formerly known as Infogroup and InfoUSA, has undergone significant changes in ownership since its founding in 1972 by . Gupta served as CEO and chairman until his ouster in August 2008 following lawsuits alleging misuse of corporate funds and board control through threats and . The company remained publicly traded until 2010, when private equity firm Advisors acquired it in a for approximately $460 million, taking it private and delisting its shares from the . In January 2017, CCMP sold Infogroup to another private equity firm, , in a valued at around $600 million. Under Court Square's ownership, Data Axle continues to operate as a with no public since the 2010 delisting. Throughout the and , the company pursued an aggressive acquisition strategy to expand its data assets, completing over 30 acquisitions of data and marketing firms that enhanced its business and consumer databases. Notable examples include the 2004 acquisition of OneSource Information Services for $8.85 per share, which added comprehensive data, and the 2008 purchase of Direct Media Inc. for $17.7 million, bolstering list brokerage capabilities. Later deals, such as the 2012 acquisition of GoTime, further integrated local data management tools into its platform. In 2021, Data Axle acquired Lake Group Media and DonorBase, enhancing its nonprofit and consumer data offerings. These mergers collectively strengthened Data Axle's datasets, enabling more robust and analytics services.

Leadership and governance

Andrew Frawley has served as of Data Axle since February 2024, bringing over 30 years of experience in data-driven marketing and technology leadership. Prior to joining Data Axle, Frawley held executive roles at companies including , where he was CEO, and Marketing Evolution, emphasizing innovation in customer data applications and multi-channel marketing solutions. Vinod Gupta founded Data Axle, originally known as American Business Information, in 1972 and served as its Chairman until July 2008. He established DatabaseUSA after departing. Data Axle's board of directors features nominees from its majority owner, , including Managing Partner Thomas and Principal Mike Delaney, who provide strategic oversight aimed at driving growth and operational enhancements in data services. The company maintains governance policies centered on ethical data practices, with a strong emphasis on privacy compliance through adherence to the EU-U.S. Data Privacy Framework and regulations like GDPR and CCPA. These include mechanisms for data control and transparent handling of personal information, reinforced following the 2020 rebranding from Infogroup to prioritize responsible data stewardship.

Headquarters and workforce

Data Axle's corporate headquarters is situated in , , at 13155 Noel Road, Suite 1750. The company's primary data operations are based in the metropolitan area, particularly in Papillion, where key infrastructure supports core data compilation and management activities. As of 2025, Data Axle maintains a global workforce of approximately 1,400 employees, distributed across various functions essential to its data-driven operations. These include specialists in for analytics and enrichment, sales professionals focused on client solutions, and IT experts handling system and . The company's employee base reflects its emphasis on technical expertise to sustain high-volume data handling and . Data Axle's facilities encompass secure data centers optimized for , , and of and records, with billions of records handled monthly to ensure accuracy. These operations, centered in , facilitate over 50,000 daily updates through a combination of automated algorithms and human verification, including more than 24 million annual phone calls to validate information. In terms of corporate , Data Axle promotes flexibility, having transitioned its Papillion data operations to a fully model in to support employee well-being and productivity amid evolving work environments. The company also prioritizes ethical data practices, adhering to frameworks like GDPR and the Data Privacy Framework, while using proprietary tools internally without training external models on , fostering a of and responsible .

Legal issues

Intellectual property disputes

In 2018, Infogroup (now ) prevailed in a federal lawsuit against its founder and his company DatabaseUSA (formerly Database101) in the U.S. District Court for the District of , securing a $53.6 million judgment for database , violations, unfair , , and breaches of contract. The unanimously found Gupta and DatabaseUSA liable on all seven counts after a that established Infogroup's database—compiled through original selection, coordination, and arrangement of factual data—qualified for protection under U.S. , and that the defendants had unlawfully copied and misused it. The U.S. Court of Appeals for the Eighth Circuit affirmed key portions of the judgment in 2020, upholding $11.2 million in damages against DatabaseUSA for and $10 million against personally for breaching his separation agreement through disparagement and misuse of confidential customer lists and trademarks. The court rejected the defendants' challenges, citing sufficient evidence including seed data tracking, witness testimony, and an inference of spoliation from DatabaseUSA's destruction of its database, thereby validating Infogroup's claims of unfair competition and contractual violations. In 2022, the same district court dismissed DatabaseUSA's counterclaims against Data Axle alleging misappropriation of trade secrets, ruling that the defendants failed to provide any evidence that Data Axle had received, used, or disclosed their purported secrets, rendering the claims a "non-starter" despite demands for $36.4 million in damages. In October 2023, Data Axle filed a lawsuit against CFM Data Network, LLC (doing business as DataSourceOne.com) and its owner Andrew Nolting in the U.S. District Court for the District of Minnesota, alleging copyright infringement, trademark infringement, unfair competition, and cyberpiracy related to the unauthorized use and distribution of Data Axle's proprietary business data. The court entered a default judgment in Data Axle's favor on April 12, 2024. Proceedings continued into 2025, with a May 1, 2025 order granting in part Data Axle's motion for sanctions against the defendants, and an appeal filed by Nolting on May 29, 2025. These rulings have established seven counts of liability against Gupta's entities, reinforcing Data Axle's protections for its proprietary data models and compilation processes against infringement by former affiliates.

Privacy and data protection concerns

Data Axle maintains compliance with major privacy regulations, including the California Consumer Privacy Act (CCPA) and the General Data Protection Regulation (GDPR), by providing consumers with rights to access, correct, delete, and opt out of personal data processing. Under CCPA, California residents can submit requests to know, delete, or opt out of the sale or sharing of their personal information, with Data Axle reporting fulfillment of all delete and opt-out requests in 2024, processed within an average of 12 days. For GDPR, the company offers EU and UK residents equivalent rights, such as objection to processing and data portability, handled through designated privacy contacts. Consumers can manage their marketing preferences through Data Axle's USA Center, which facilitates s from the company's consumer marketing database via multiple channels, including (800-794-1404), , (402-836-3993), or ([email protected]), requiring details like name and addresses from the past five years for processing within 30-60 days. Additional options include the company's "Do Not Sell or Share My Data" portal for CCPA rights and third-party ad networks like the Network Advertising Initiative. Data suppression upon retains records as "do not share" to prevent future marketing use, aligning with principles of under the EU-U.S. Data Privacy Framework (DPF), to which Data Axle is certified. The company's , last updated on June 30, 2025, emphasizes -based for commercial purposes—revocable at any time—and in third-party sourcing, which includes , brokers, surveys, and partnerships with consumer and business entities. This update reinforces accountability for onward transfers and limits sensitive use without explicit , supplementing DPF adherence with secure practices like . In March 2024, Atlas Data Privacy Corporation, on behalf of individuals protected under New Jersey's Daniel's Law (which restricts disclosure of personal information of judges, law enforcement, and their families), filed a against Data Axle and others in , Monmouth County, alleging violations through the sale and sharing of protected data. The case was removed to federal court and terminated on November 21, 2024. As a , Data Axle faces general scrutiny within the industry for practices like household-level , which aggregates to infer behaviors and demographics for marketing, raising concerns about surveillance and consent in the absence of comprehensive U.S. federal regulations. While data brokers broadly have been criticized for inadequate responses to deletion requests— with reports indicating four in ten ignoring legal obligations—no major fines or enforcement actions have been reported against Data Axle specifically as of 2025. Advocacy groups continue to call for stricter U.S. regulations to enhance oversight of data brokers, similar to GDPR's model. To mitigate risks in business-to-consumer (B2C) data usage, Data Axle invests in anonymization techniques, such as through hashed emails and , as part of its (DaaS) offerings, which prioritize data minimization and privacy-preserving methods. The company also employs ethical practices internally, using for data enhancement while prohibiting its models from training on third-party without consent, and blending with human validation to ensure accuracy and compliance in identity resolution.

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