A NEW RELEASE FOR DIRECT MARKETERS FROM EQUIFAX
Postcode Events: A powerful geographic consumer credit performance indicator
Equifax, a leading provider of data and information for marketing, has just released the latest version of its marketing leading Postcode Events directory. An innovative directory of consumer characteristics, Postcode Events provides businesses with the most timely and up-to-date set of geographical financial activity indicators available in the UK today, enabling marketers to target accurately areas of higher consumer activity, at the same time as identifying areas of high credit risk.
With ever increasing pressures from competitors, and greater focus on demonstrating return on marketing investment, Financial Service marketers rightly demand the best information to help reduce churn and recruit profitable new customers. Marketers also face mounting pressure balance risk and response within their planning and campaign execution. This comes at a time when the Direct Marketing industry as a whole is suffering from a loss of sources of information due to changing regulations.
By exploiting the wide range of demographic data available credit marketers will be able to improve the targeting of their direct marketing, whilst reducing risk and wastage, and thereby improve the overall cost effectiveness of campaigns.
Graham Arrowsmith, Market Development Director of Equifax comments, “Exploiting timely and usable information is the key to marketing success and Postcode Events demonstrates our commitment to delivering a comprehensive, flexible solution to marketers, as they strive to find and retain customers.
Equifax Postcode Events can be used to focus on particular demographics and score each postcode on its similarity to a defined profile. And because Postcode Events has just been updated, our customers can be sure that we are providing the most powerful (and Data Protection Act compliant) geographic consumer credit performance indicators in the UK, which provides them a clear advantage over their competitors.
Postcode Events is refreshed annually. This means marketers will be better equipped to target hot-spots of consumer credit activity which can appear relatively quickly as neighbourhoods change. Postcode Events provides a series of factual measures of credit behaviour that are industry specific (e.g. Mail Order, Credit Cards, Telecoms, etc.), rather than relying on lifestyle surveys.
In addition Postcode Events features characteristics that accurately identify areas of high credit risk based on CCJ (County Court Judgments) penetration and delinquent account activity, making it invaluable for direct marketing pre-screening. This leads to reduced mailing campaign wastage and increased response rates.
Offering a high level of flexibility, Postcode Events as it is available as a standalone file that can be integrated at any stage of the decisioning process in the customer lifecycle, from targeting and acquisition to application processing and scoring.
ENDS
28th April 2003
For further press information please contact: Justine Russell or Madeleine Roles at HSL on 020 8977 9132 / Fax: 020 8977 5200 or Email: justine@harrisonsadler.com
