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Welcome to the June 2010 issue of the Equifax Database Services Update. Our goal is to share information, resources and events we hope you find valuable in understanding the evolving marketplace and its impact on your marketing initiatives. Feel free to contact us at 800-660-5125 or dbs.sales@equifax.com
ln the News
Equifax Agrees to Sell its Direct Marketing Services Division to Alliance Data Systems (ADS)
By Thomas McGinley, General Manager
I am very excited about some recent developments that will have a very positive effect on the shape of our business for many years to come. As you are probably aware, on Wednesday, June 2, 2010, Equifax announced its intent to sell the Direct Marketing Services division (DBS and DMS) to Alliance Data Systems (ADS), a leading provider of loyalty and marketing solutions derived from transaction-based data, headquartered in Dallas, TX. The sale is expected to close on or about July 1, 2010, subject to customary closing review and approvals. Alliance Data Systems is a well-established industry leader in marketing. This is great news for us and all of you as well.
Here are some key highlights of the ADS business model that we will be able to utilize on our clients' behalf:
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The Epsilon division of ADS is comprised of three primary business units, Epsilon Technologies (the database group); Epsilon Targeting (the data group) and Purple@Epsilon (the direct response agency group). All three divisions have products and services which we believe can add additional value to our clients' businesses.
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Epsilon, like Equifax Database Services, is a recognized leader in the MSP space according to industry analysts such as Forrester Research.
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Epsilon is the largest provider of permission-based email marketing services in the world having delivered over 40 billion emails last year.
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ADS is completely focused on the marketing space demonstrated by its strategic investments in complementary properties to expand their worldwide capabilities.
What our current and prospective customers can continue to count on
Equifax and Alliance Data Systems are committed to working together as strategic partners to provide a seamless transition, non-disruptive to our clients. As the final details unfold, we will continue to deliver high quality customized solutions with extraordinary levels of client satisfaction. Trust that the same commitment to excellence and quality that you have experienced with us thus far will continue to thrive and grow as we join the ADS/Epsilon team. The acquisition will enable us to offer you a much broader array and scale of world-class marketing solutions and services. We are appreciative and respectful of the trust you have placed in us. Look for more details from me in our next newsletter and please feel free to reach out to any of your account team members or me personally if you have any questions or comments as the acquisition is finalized. All my best to you for a prosperous and successful summer season.
Read the press release
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Market Trends
- The Shift in Customer Relationships
- Capitalizing on the Newest Data Sources
- The Proliferation of Channels
By Ned McMullen, Vice President of Sales and Marketing
Working with clients, I am frequently asked for my views on industry trends especially the impact new technologies are having on customer data. How is direct marketing evolving and what are the enabling technologies that will allow marketers to differentiate their messages? From my vantage point there are five key drivers that should be the basis for all direct marketing strategy for the next three years:
1. Consumer relationships and the shift to the “participation” model
2. Direct marketing fundamentals will continue to matter
3. The explosion of relevant data presents greater rewards — and opportunities
4. Reality check: The proliferation of channels is fueling "participation"
5. Demographic fragmentation is the new norm – marketers need to be ready for it
These trends are a reality now. Read more on the five trends and our ongoing pragmatic solutions that are helping clients thrive in an evolving marketplace.
___________________________________________________________________________________________ Featured Company Profile
E-mail Campaign Boosts Visits, Response and FUN!
Six Flags Entertainment Corporation is the world’s largest regional theme park company with 19 parks across the United States, Mexico and Canada. Millions of families have enjoyed Six Flags Parks for their reputation of combining friendly, clean and safe service with affordable, value-packed thrills, adventures and special events. Six Flags looked to offer a direct marketing program targeted towards their existing customers that would increase customer visits, guest spending and reward customers for their loyalty. The challenge was to implement a loyalty/rewards email program simultaneously across its 11 U.S. participating parks that involved specific participation criteria, unique and changing redemption offers, the ability to deploy multiple emails with unique gift codes to each member at a shared email address, and ongoing marketing program measurement. See the full case study
Custom Metrics Jump Start Customer Loyalty Management
By Paul Weiss, Vice President Strategic Marketing Services
As customer loyalty management continues to mature, loyalty gurus across industries (including retailers, insurance providers, banks, hotels, grocers, cruise lines, casinos, airlines and subscription services) continue to refine strategies to deliver increased relevance to their customers. Each of these industry verticals shares the goal of winning customer loyalty for their brand. While the execution of their loyalty efforts may vary, their objectives are similar:
- Creating a top-of-mind customer connection with the brand
- Increasing share of wallet
- Developing more top-tier customers
- Reducing attrition rates
- Improving loyalty program ROI
Industry practices are now focused on evolving customer segment marketing strategies to even smaller segments with a goal of “markets of one.” The most successful customer segment marketing tactics and strategies are... Read Here
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Thought Leadership
Equifax Database Services White Paper Series
"End-to-End Customer Lifecycle Management"
A Step-by-Step Framework for Maximizing Conversion across the Entire Customer Lifecycle
Managing the end-to-end customer experience has become a top priority for many organizations. To be most effective, one must take a structured approach to analyze how customers interact with the organization across every channel, in every state of the customer lifecycle. This framework will provide a basis for managing the experience spanning the prospect/lead/customer phases. We’ll uncover the most common challenges faced by organizations striving to manage this process and steps to overcome them. Pre-register to receive a copy of this upcoming white paper
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TargetConnect - Offer the right message to the right consumer with real-time marketing data: All of your customers are not created equal, so why would you treat them the same? Our TargetConnect solution allows you to get real-time marketing data when a customer visits your website, visits your point of service, or calls into your call center. This means that you can provide a custom offer, personalize the customer experience, or suggest additional products or services based on that specific customer’s demographics, lifestyle information, financial status, or purchase behaviors. TargetConnect can also deliver custom models and scores, designed by our Analytic Consulting Team, that paint a picture of your key customer segments. TargetConnect has helped companies in a wide range of markets – from Insurance to Travel and Entertainment – to rank their leads, prioritize their customers, customize offers, and route inquiries. Learn more about TargetConnect and how it can help you treat your customers like the individuals they are.
 Nancy Kreusel
Nancy Kreusel is a Senior Business Analyst responsible for the implementation of new projects for Equifax's multi-channel retail and entertainment accounts. With more than 20 years in database development, Nancy is always up for a challenge whether it is implementing a complex customer loyalty program or creating a dashboard for a client so they can easily access their 20+ marketing reports. But what does Nancy like best about her work? "The diversity and the challenge of each new project," she says, "and of course the great people I work with." If you stop by her office, her screensaver often reveals her enthusiasm for the project she has underway featuring the exotic destinations of her clients' travel and entertainment offerings. Nancy and her husband are planning to experience these destinations first hand now that her children have completed college. She has recently enrolled in language classes in preparation for her travels.
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Equifax Database Services Events and Resources
Events
DMA Conference & Exhibition 2010
Moscone Convention Center
October 9-14, 2010
San Francisco
Forrester Consumer Forum
Chicago Hilton
October 28-29, 2010
Chicago
NCDM
Marriot Doral Golf Resort & Spa
December 13-15, 2010
Miami, Florida
On Demand Webinars:
Monetizing Social Media
Participate or Perish: Marketing Success in a Social Media World
Research:
Customer Analytics Leveraging Customer Data to Fulfill the One-to-One Marketing Imperative Report
How the Best-in-Class Use Customer Data to Boost Retention Revenue in 2010
More White Papers:
Optimize Database Marketing Results with 360° Customer Segmentation
A New Spin on Outsourcing Database Marketing
Jump Start CRM and Create Fast Results...More
More Case Studies:
Maintaining Customer Loyalty
Creating a Connection with the Customer
Cross-Selling More Effectively...More
Questions?
Contact us at: dbs.sales@equifax.com or 800-660-5125 or www.equifax.com/databaseservices
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