A NEW LEVEL OF PREDICTIVE DATA FROM EQUIFAX CONNECTSELECT™
Targeting customers and prospects at key life stages
London 1st May 2007 – The depletion of consumer data available for marketing over recent years has had a significant impact on prospect marketing activity. To help the marketing industry tackle this challenge, Equifax has developed its ConnectSelect™ consumer prospect marketing database which is being featured at the International Direct Marketing Fair.
Offering the most up to date prospect data in the marketplace, ConnectSelect™ gives marketers the ability to target prospects at a time when they are most responsive to direct marketing offers.
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, and other niche data sources, enables marketers to target consumers at key life stages, from moving home to having children. With over 100 data variables available, heightened precision and greater predictiveness for campaigns can be achieved. All of this information is updated on a monthly basis and the availability of time sensitive information enables Marketers to perform continuous trigger based campaigns, as well as or instead of their typical seasonal based campaigns.
Chris Sherlock, Head of Marketing, Equifax 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 been impacted too. ConnectSelect™ helps marketers target the right customer at the right time, improving the effectiveness of their marketing campaigns.”
ConnectSelect™ features a number of components to help marketers target customers and prospects effectively:
- Key fields allow users to process and match the data to their prospect database
- Residency indicators provide information on confidence of tenure and length of residency
- Demographics uses key marketing intelligence such as age, lifestage and wealth
- Life stage alerts highlight when there are key primary and secondary life changing events for the subject, their family and the household
- Motivations describe the subject’s likelihood to shop and take the lead in key markets
- Financial performance describes the behaviour of individuals with credit related products and helps inform on their ability to pay
- Geodemographics add to the depth of data available, helping marketers understand the area in which their customers and prospects live
Sherlock concludes, “ConnectSelect™ provides marketers with one source for all the direct marketing data they need. Combining the best financial performance and demographic information with time sensitive alerts, ConnectSelect™ adds to already familiar market leading products such as disConnect™, reConnect™ and Marketing Connections™.
“This is an illustration of Equifax’s ongoing commitment to bringing marketers the most comprehensive, descriptive and up-to-date information – offering them a true competitive edge.”
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