EQUIFAX FOCUSES ON LIFE STAGE MARKETING AT IDMF 2007
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London, 13 March 2007 – Equifax, leading provider of direct marketing services, will be focusing on the crucial area of life stage marketing at this year’s International Direct Marketing Fair. Combined with a range of solutions to provide effective data suppression, Equifax’s Marketing Services experts will be demonstrating the enormous scope of data that can tackle the depletion of marketing data from other sources.
“The direct marketing industry continues to be challenged by restrictions on consumer marketing data sources”, confirmed Neil Munroe, External Affairs Director, Equifax. “However, over the last few years Equifax has effectively demonstrated that we have a wealth of prospect data sources that can fill the gaps. In particular, we firmly believe that life stage marketing is absolutely crucial and we will be placing a great deal of emphasis on this activity at IDMF.”
Equifax’s goal is to give marketers the ability to target prospects at a time when they are most responsive to direct marketing offers. Added to that, the power of Equifax’s 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 featured at IDMF by Equifax will include:
ConnectSelect™ – The Equifax ConnectSelect prospect marketing database, 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 Gap Fill data. The combination of these data sources will enable marketers to target consumers at key life stages, from moving home to having children. With up to 150 data variables available, heightened precision and greater predictiveness for campaigns can be achieved through ConnectSelect. And, watch out for details on our unique marketing web service which will be launched at IDMF.
New Movers File – The New Movers File is a brand new service from Equifax, which provides approximately 100,000 new home occupier addresses each month, offering service providers a unique opportunity to extend highly targeted offers to new home occupiers. Equifax’s new mover file combines volume, the latest data and full UK geographical coverage making it the ideal solution for the monthly prospecting of new home movers at both a local and national level.
Equifax disConnect™ and reConnect™ – Gone away customers and prospects continue to undermine the cost-effectiveness of marketing campaigns, however, Equifax has integrated two of its leading services to ensure this is minimised. Equifax now offers its clients the ability to track goneaways to their new address using reConnect via disConnect, Equifax’s leading suppression product. The two services have been aligned to ensure 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.
B2B Connect – For B2B marketers Equifax offers its B2B Connect database. Launched at last year’s IDMF, B2B Connect can now provide an extended range of financial selection criteria, including a credit limit, risk indicators and other detrimental information to assess prospects’ financial positions, to significantly improve the effectiveness and profitability of B2B direct mail campaigns.
