It is launching suppression and goneaway products including disConnect, a consumer file of 25.3 million movers and deceased records it has built up over six years in the credit referencing business. Created from data derived through matching techniques and the Electoral Roll, it was successfully piloted in data processing bureaux before launch.
"Equifax's direct marketing services have a high profile throughout the world, and now we're raising that profile in the UK," said Graham Arrowsmith, market development director.
An older Equifax goneaway product has been rebranded as reConnect. It traces people to their new address via the Electoral Roll. Arrowsmith said the company was actively working to overcome the opt-out from the Roll by forging deals with other data partners (see story, page 4).
Equifax has also unveiled eConnectAppend, which has 15.2 million e-mail addresses for enhancing client files. The addresses are derived from insurance, sports clubs and ringtones.
The products are being supplied direct to clients or through UK bureaux.
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