National Facts is used in conjunction with Experian's National Canvasse Database of UK consumers to provide companies with lists of prospects for use in marketing campaigns.
Experian has developed National Facts as a solution to the problem of declining response rates from lifestyle lists, which have become increasingly over-mailed.
National Facts provides companies with access to fresh and responsive segments of the UK population, and those individuals who are less likely to be included on traditional lifestyle mailing lists.
By using the National Canvasse database of more than 33m consumers, National Facts satisfies the growing demand from marketers for the availability of large, targeted prospect lists for high-volume direct mail campaigns.
Peter Thompson, sales director for Experian's marketing services division, said: "The key to successful direct and data-driven marketing is differentiating high, medium and low value prospects and allocating the appropriate marketing resources to each. Using the very latest analytical techniques, National Facts enables companies to better understand the demographic and lifestyle characteristics of their current customers, with this information then used to generate lists of highly responsive prospects from the National Canvasse database."
National Facts works by analysing more than 480 modelled lifestyle and demographic variables, including finance, retail, mail order and leisure information, to help companies understand their customers as a complete "lifestyle" entity. The profiling tool uses Experian's advanced statistical techniques to identify the most significant lifestyle variables on a company's existing customer base.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .