Speaking to Marketing Direct after the £106m deal, Coupe and Worth said marketers will benefit from a single suite of targeting and referencing services, although as yet, there are no joined product offerings. They also reassured customers there would be no pressure to shoehorn one into the other's services.
"What we can offer is a consistent approach," said Worth, "but some clients may want a mixed approach and to do their own data cleaning."
The purchase has prompted worries that this represents further consolidation of the data market. "Experian and QAS's address validation products are similar so it looks like a case of land grab similar to that of Acxiom's," argued Daryl Swinden, MD of address management firm Global DM.
There is no price benefit yet from using a combined Experian and QAS solution rather than using them individually, although the aim is to make the services "slick and seamless", said Coupe.
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