Equifax Provides Comprehensive Marketing Solution to Major Magazine Publisher
November 23, 2009

Equifax Database Services, a leading provider of marketing database hosting services and a business unit of Equifax Inc. (NYSE: EFX), today announced a multi-year marketing solution with Hachette Filipacchi Media U.S. (HFM U.S.) to support the magazine publisher's direct marketing efforts and its list rental business.

Equifax Joins the Unica Partner Program as a Platinum Marketing Service Provider
October 1, 2009

Long-standing Unica partner continues to invest and grow relationship by joining enhanced program 

Wakefield, Mass. - October 1, 2009 - Equifax Database Services, (www.equifax.com/databaseservices ) a leading provider of marketing database hosting services and a long-time Marketing Services Provider (MSP) partner of Unica, today announced it has been designated a Platinum Partner in the Unica Partner Program. The program enables its members to grow their businesses through an enhanced set of marketing, sales, services, and support benefits.

4 E-mail Appending Best Practices
August 5, 2009

If you've been in the e-mail marketing space for a while, you've no doubt heard numerous debates on using e-mail appends to grow your list. If you're just entering the space and wondering what I'm talking about, it involves adding a missing e-mail address to a customer record in your database, which typically is done through a third-party provider.  

StoneMor Partners' Dan Shin on Leveraging Predictive Analytics for Customer Acquisition
July 29, 2009

For the younger crowd, it may be a shock to learn that funeral preplanning accounts for 60 percent of business for cemetery and funeral home owner and operator StoneMor Partners of Levittown, Pa. Much of that is due to predictive modeling that StoneMor—the steward of 232 cemeteries and 59 funeral homes in 28 states and Puerto Rico—uses to figure out which consumers would be most interested in settling their earthly concerns prior to death.

The Crash of Two Iconic Business Models — 1
January 8, 2008

Most consumers know that their buying and bill-paying habits are closely monitored by the three great credit rating agencies: Equifax, Experian and TransUnion. What is less understood is the highly complex algorithm of scoring—taking all that bill-paying data on an individual and determining the chances that he or she will fail to pay a credit card charge or default on a loan. The dollar amount of credit extended and the Annual Percentage Rate (APR) charged are pinned to a consumer’s score. The unquestioned master of scoring alchemy is Fair Isaac, on whom some of the blame for the sub-prime crash—and perhaps the coming

First Up: Market Segmentation Tools
January 1, 2007

Make Your Customer’s Acquaintance Does your prospect like to hike on the weekends or would she rather take in a flick? How about her neighbor … what does he like to do? How much does each make? If you were a casual observer, it might seem slightly intrusive to ask such questions outright, but to a marketer, this insight into consumers’ lives is pure gold. With a reserve of information compiled on the basis of both demographic and attitudinal variables, a data append is one tool marketers can use to supplement existing data. The systems described below are a sampling of available offerings,

When Trolling for Business, Don’t Wing It
December 7, 2006

On Alan Greenspan’s retirement as Federal Reserve chairman, Barbara Hagenbaugh wrote in USA Today: From behind oversized glasses and sometimes in undecipherable language, Greenspan shepherded the economy through one of the most prosperous periods in U.S. history. In the more than 18 years Greenspan held the reins of the Fed, the economy enjoyed a 10-year economic expansion, the longest in history, and had just two brief recessions that were the mildest since World War II. Where Greenspan’s verbal delivery was soothing to the point of somnambulism, his successor, Ben Bernanke, is a straight talker who shoots from the lip and tells it like

Making Compiled Lists Work for Your Prospecting Plan
April 1, 2005

By Alicia Orr Suman Robb Ruyle, president of Powderhorn Industries in Montrose, Colo., says his company always has used compiled lists almost exclusively. Even for the firm's first-ever mailing to promote a baby bib more than 22 years ago, Ruyle says he basically compiled his own list from a hospital directory. "Our customers are institutions—we want to reach people in hospitals, doctors' offices, nursing homes. So that's why we tend to turn to compiled lists." To make these lists as targeted as they can be, Ruyle uses a variety of selects, which vary depending on which audience his multiproduct company is marketing