EQUIFAX CONQUERS CONSUMER AND BUSINESS MARKETING CHALLENGES AT IDMF 2006
Visit stand E900
Showcasing an exciting range of new marketing services solutions
London, 17th March 2006 - Equifax, leading provider of direct marketing services, is addressing the challenges facing today’s consumer and business marketers at the International Direct Marketing Fair 2006. Providing a unique insight into customers and prospects, Equifax will be launching a number of new marketing services solutions at the Show.
Dave Webber, Head of Products, Equifax Marketing Services explains: The marketing industry has faced enormous challenges in the last few years, with a number of regulatory and industry issues reducing the data available for prospect targeting. Data quality – for both customers and prospects – has also been an issue as the sources that indicate real customer activity and interest have also been impacted.
Tackling this challenge, Equifax has made significant investment in both its data sources and the delivery of its services and at IDMF 2006 our latest initiatives will be featured. Our goal is to give marketers the ability to target prospects – both consumer and business - at a time when they are most responsive to direct marketing offers. Added to that, the power of our pre-screening and suppression services means that time and money is not wasted mailing unsuitable or gone-away prospects and customers.
The key initiatives to be launched by Equifax at IDMF will include:
ConnectSelect™ - The depletion of consumer data available for marketing over recent years has had a significant impact on prospect marketing activity. Equifax has addressed this with its ConnectSelect prospect marketing database, which offers the most up to date prospect data in the marketplace. ConnectSelect data comprises names and addresses from real data sources such as the Edited Electoral Roll including the Rolling Register and Transactis GapFill data. The combination of these data sources will enable marketers to target consumers at key life stages, from moving home to having children. And, with 60 data variables, heightened precision and greater predictiveness for campaigns will be achieved.
Equifax iScreen™ - Tackling the delays and costs often associated with customer data pre-screening, Equifax iScreen is a unique automated pre-screening service. Allowing users to pre-screen on both generic and bespoke criteria, Equifax iScreen means pre-screening requests can be turned around in minutes, which will be particularly valuable for enhancing the service provided by marketing services resellers.
Equifax disConnect™ and reConnect™ - The ability to track goneaways to their new address using reConnect can now be accessed through disConnect, Equifax’s leading suppression product. The two services have been aligned so that whenever a goneaway is flagged via disConnect, the end user instantly knows if Equifax has a forwarding address on its database. These new addresses can be downloaded from Equifax automatically through a secure gateway that Equifax provides to its customers. Gone away customers and prospects continue to undermine the cost-effectiveness of marketing campaigns but the integration of the two services allows this to be minimised.
B2B Connect™ - Responding to the growing value of the B2B market for a wide variety of products, Equifax B2B Connect applies the same proven principles already established for Equifax’s consumer marketing services in the B2B marketplace.
Equifax's B2B Marketing Services provide business marketers with the most comprehensive, descriptive and up-to-date information source on the UK's 2.8 million strong business community. Combining the wealth of Equifax’s financial and commercial risk management information with data on company directors, Equifax B2B Marketing Services equip marketers with the fullest, most accurate picture of both their current and potential business customers.
"I believe the changing conditions of the marketing industry present some very exciting opportunities for innovation and creativity in the data and services that drive successful campaigns", confirmed Dave Webber. “Equifax aims to rise to the challenge of this requirement by investing in both the data resources and the delivery tools that enable marketing campaigns to be carried out effectively. And we look forward to demonstrating our latest initiatives at IDMF 2006.
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