Carat licenses CACI database to improve direct offering

LONDON - Carat has licensed CACI's 38m lifestyle database to be used by more than 80 direct, data and insight planners across the business.

The six-figure investment gives Carat employees access to 300 pieces of information on 38m UK individuals including lifestyle details and financial holdings.

The data will be used to give enhanced prospect and customer relationship management, as well as a targeting tool for direct marketing.

Sue Elms, managing director of Carat Insight, said: "Our clients expect us to lead the market in delivering the comprehensive and differentiated customer insight they need to achieve their ambitious business objectives.

"CACI allows us to access, generate and warehouse relevant consumer information ourselves and then use it in new and effective ways." 

Elms added that the move would help ensure that Carat was well positioned to have a best-in-market understanding of people and put it ahead of rivals on data warehousing. 

"The CACI deal marks the beginning of a wider initiative -- we intend to remain ahead of the game in data warehousing."

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