Equifax Adds Division, Expands Database

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Equifax yesterday said it formed Equifax Marketing Services, a division aimed at helping its clients target new customers.


The new marketing services group will focus on providing products and services for customer prospecting and relationship management, according to Atlanta-based Equifax.


Services the division offers include credit pre-screening; portfolio risk management; marketing data and list management; a direct marketing database including consumer lifestyle and demographic information for 112 million U.S. households; decisioning solutions that let clients cross-sell and make credit decisions at the point of sale; and a patented authentication tool that verifies online consumer identity for secure transactions over the Internet.


In other news, the company's Equifax Direct Marketing Solutions Inc. division said it added 10.8 million records to its TotalSource XL database of consumer households, raising the file total to more than 112 million households. The 10.8 million names were added from Equifax's November and December updates to the database.


TotalSource XL comes from more than 31 private and public data sources and offers mailers more than 150 segment groups to choose from. Selections on the database include demographic and lifestyle information as well as purchase history.


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