Sprint said it inked a new deal with Audience Acuity to license the company’s National Consumer Database, Super Identity Graph and Business Database solutions. Sprint said it will integrate Audience Acuity’s services into its marketing efforts.

Specifically, Sprint said the deal will “drive new customer acquisition in targeted geographic areas.”  

“Reorienting our data using a customer-centric focus and accurately attributing behavior to carefully executed, multi-channel activities will be crucial to our acquisition strategy,” said Allan Samson, Sprint’s SVP of marketing, in a release. “We selected Audience Acuity because of their experience implementing enterprise-wide solutions.”

Importantly, Audience Acuity’s databases contain information on more than 260 million adults and more than 500 million “digital identities.” Essentially, the company works to track Americans online and offline in order to provide “effective approaches to managing the customer journey” and “omni-channel, microtargeting and engagement, at scale.”

Sprint’s new deal with Audience Acuity comes amid the company’s increasing focus on selling services online. During its recent quarterly conference call, Sprint CEO Michel Combes offered some insights into the carrier’s new digital strategies it’s using to further reduce expenses and boost results.