Eureka!
Creating success for our clients is key to ensuring the success of our business. As nothing in the Marketing Services space ever stands still, our success is dependent on innovation.
That's true not only in Marketing Services, but in the whole of the Equifax business - which means we invest heavily in our talented Product and Predictive Sciences people to ensure we deliver cutting-edge products to the market.
Within Marketing Services, we focus on developing innovations in the three main areas:
Data - the power behind our business
At Equifax, we're interested in Real Data, but real data alone isn't sufficient to deliver products and services that can add real value to our customers marketing campaigns. On top of real data, we insist on high levels of quality and regular refreshes to ensure our clients get the best data sources possible and any dynamic data offerings have the maximum impact.
Once we're confident about the quality of a dataset, we investigate its predictiveness - that's the ability of the data to predict events or attributes. This is of critical importance to marketers because it delivers higher conversion rates. Once we're happy that a data element alone or in combination with others is predictive, we package it into products.
In the field of data innovation, our pedigree is probably second to none within the industry. We're constantly adding new data elements to our credit capability that drive new scores and characteristics for customer management and marketing purposes. To this base capability, we've added proprietary datasets such as FSSA and partner datasets to build a comprehensive set of data sources.
Process - smart solutions to difficult marketing problems
'Wouldn't it be great if I could just.' Precisely, and most of the time it's just not possible, or so we're told.
The fact of the matter is that it's often possible but just too difficult to provide many of these solutions, often because data doesn't sit in one place or isn't understood fully. That's where Equifax is uniquely placed to make a difference.
Because we collect and host a large amount of data, we can easily manipulate it in ways other marketing services providers can't and can use our knowledge to create products that are really innovative. Take reConnect, for instance. Customer gone-ways have been a significant issue in direct marketing for many years, but nobody has launched a product that can really tackle it - until now. Through our unique ability to track addresses and name changes, we are now able to reConnect clients with their gone-aways.
reConnect is just one of a series of products we've developed that leverage our data and marketing process capabilities to deliver real value to customers.
Throw down the gauntlet!
Keen to develop a new product or service that uses Equifax Real Data? Then why not contact us to see if it's something we're working on - the chances are we've certainly considered it. If not, we'll be happy to talk through the idea in more detail and look at whether it's something we could jointly develop.
