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Understanding Google My Business & Local Search

Why Acxiom Needs a New Name and Always Has

I am a student of local. I read Google patents, I study legal documents. And I am reasonably a good speller. That doesn’t mean that I can spell Acxiom’s name correctly very often. Nor can I pronounce it.

It is one of those corporate branding exercises that must have looked great on paper but never quite worked out in the real world and should be changed. I have at least 3 spellings that I use with regularity and I am sure there are variations I haven’t thought of.

As incontrovertible proof I offer up this document from the Google Legal team, known for dotting their i’s and crossing their t’s:

Legal Notices for Google Maps/Google Earth and Google Maps/Google Earth APIs

5.2 Google Local Business Listings in the United States

When you search for local listings, Google displays business listings which may be supplied by Acxiom Corporation and/or infoUSA Inc. (“Axciom” and/or “infoUSA”). This information is proprietary to those corporations and is protected under U.S. copyright law and international treaty provisions.

Even Google’s Legal Department gets it wrong 50% of the time.

Another thing about Acxion that is worse than their choice of name?

Their choice of URL for claiming local listings:

Someone else can rant about their actual UX.