Equifax Puts Marketers In Touch With Real Data
at the International Direct Marketing Fair 2005.
London – 22nd February 2005 – Equifax, a leading provider of direct marketing solutions, believes that clients increasingly have an evolving set of requirements from the data they purchase for marketing campaigns. “The challenge facing marketers today is finding data in sufficient quantity that has sufficient levels of specificity and relevance to consumer events to prompt an action”, says Kirk Dobie, Head of Equifax Direct Marketing Services, Equifax Plc. “In the future, data providers will increasingly be differentiated on their ability to inform their clients accurately about specific events that happen to their customers to allow them to take the appropriate actions.”Equifax is focusing on real data at this year’s International Direct Marketing Fair. The company is presenting a range of solutions that use its unique capability to deliver real data on specific customers and prospects, that will deliver significant enhancements to direct marketers’ campaigns. “We have created new products and services which place more emphasis on the unique nature of the datasets that we hold”, comments Kirk Dobie, “This enables us to demonstrate far more clearly the value our products and services can deliver in increasing response and customer management capabilities.”
Equifax is launching a number of new products at the IDMF that will help companies engage and retain their existing customer base, something that has been talked about in the industry for years but still remains a real challenge to marketers:
disConnect - Suppressing Gone-Aways providing highly accurate lists of consumers who have left their previous address and not provided a forwarding one, those no longer registered on the electoral roll, the deceased and those who have requested not to be mailed via the Mailing Preference Service. The result is a trusted data source that enables marketers to cleanse lists before campaigns are run, rather than from returns.
reConnect - Finding Lost Customers allows marketers to re-engage lost customers. By using Equifax’s unique address link capability combined with our comprehensive Connections dataset, reConnect can effectively re-locate high percentages of customers who have fallen off the radar, allowing them to be re-contacted at their new verified address.
eConnectAppend - Engaging Customers by Email
Launched by Equifax in January in response to the growth in ecommerce and provides businesses access to over 16 million UK email addresses. Based on powerful third party transactional data, it is the largest, most up-to-date and highest quality database of its kind in the UK.
Connections - Underpinning Equifax’s new product offerings
The Connections credit marketing database has been recently refreshed with the 2004 Electoral Roll. A comprehensive dataset built using real data and with extensive UK coverage, Connections provides marketers with a powerful resource from which to plan and execute credit and event driven marketing campaigns.
Visitors to the Equifax stand at IDMF can find out how real data can improve campaign effectiveness and ROI and reduce wastage. “This has to be the holy grail for marketers”, confirmed Dobie. “Effectively retaining and engaging is one of the biggest challenges facing direct marketers and the solutions we are offering recognise this fact, capitalising on the unique datasets that we hold.”
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