Abacus Alliance, the world’s largest co-operative database for home shopping marketers, has partnered with leading consumer marketing data expert, Equifax, to enhance the Abacus data pool. Utilising Equifax Single Customer Insight (SCI), Abacus is improving the accuracy of its universe of regular home shopping buyers by linking transactions after they move house.
Equifax Single Customer Insight (SCI) has been applied retrospectively to the Abacus data pool to achieve a more complete purchase history for individuals that have moved once or multiple times. Through Equifax’s capability to trace up to 80% of gone-aways, Abacus is able to establish a more complete picture of a customer’s purchase history, by aggregating transactional information from current and previous addresses. This will provide important benefits in predicting buyer behaviour in prospecting models for all home shopping merchandise categories.
This will be especially valuable in accurately targeting younger and more affluent consumers where there is potential for greater address movement due to life changes such as having children and career progression. The improved data also enhances customer database selections, as transactional information associated at customers’ former addresses can be used.
“By using Equifax’s trusted and up-to-date consumer intelligence we have added value to the service we offer to our members” said Christian Bennewitz, Strategy & Client Services Director for Abacus UK. “We think it’s a powerful step-change for improved marketing performance which we are delivering to our customers at no extra cost.”
“Through our partnership, Abacus has been able to give its members better performing data for more finely-targeted customer acquisition campaigns”, confirmed Karl-Magnus Wadsack, Strategic Consultant, Equifax.
“This contract illustrates how the combination of Equifax’s extensive data assets with our leading-edge analytics expertise and technology can deliver an unrivalled level of intelligence to help businesses enhance customer profitability and retention.”