Equifax – a marketing services company, not the credit firm – reportedly is launching a new solution, called “TargetConnect,” that’s designed to help marketers identify new, profitable customers at the point of sale.

 

To help companies make more informed cross-sell decisions, TargetConnect uses Equifax’s demographic and lifestyle data.

 

According to Dann Adams, president of consumer information solutions at Equifax, businesses now facing challenging economic conditions must determine which products are best suited to which customers.

 

That process requires access to both market and purchase data, Adams said.

 

“TargetConnect gives businesses real-time access to industry-leading data, enabling them to personalize marketing offers, cross-sell products and make better decisions for higher ROI,” he said.

 

Companies are expected to use TargetConnect to understand better the demographic and behavioral makeup of their customer segments. The new solution offers access to Equifax’s data sources, including a demographic and lifestyle databases and “Total Source XL and Lifestyle Selector,” a database of consumer information for the direct marketing industry.

 

Pursuing its goal of helping companies maximize marketing efforts so their customer bases grow, Equifax says it provides TargetConnect and Connexus as part of the company’s portfolio of marketing solutions.

 

The company offers a data integration solution to help businesses manage and link consumer information, which the company claims improves the effectiveness of marketing and customer relationship activities.

 

By using supercomputing technology to match data records and by assigning unique identifiers or “keys” to every consumer, Connexus consolidates customer data.