More than four million data records from Claritas Acxiom -- which became unmailable due to people moving and changing their names after marriage -- have been reactivated by matching the names and addresses to Equifax’s databases. The partners claim they are bringing data on four million previously surveyed respondents into the list rental and data enhancement market.
"Research comparing lifestyle data at current and former addresses reflects an extraordinarily high level of consistency, directly answering the question of whether Lifestyle Advance data is still relevant," said Alex Simonson, head of alliances at Claritas Acxiom.
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