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Experian launched Canvasse Real-Time, its first tool of this kind for the UK market, last month.

At the same, CCB – the company that pioneered real-time data – has restructured to form two new firms to meet the demand for that type of data.

Experian’s service enables clients to send real-time email offers to consumers, based on permission-based lead-to-purchase data captured seconds before on its just-rewards.co.uk website.The service automatically analyses the leads according to the client’s specific target market criteria and instantly sends out the most relevant email offer for each consumer.

Canvasse Real-Time can also securely send segmented data files to the client or call centre at intervals throughout the day, in readiness for targeted prospecting activity. “Companies can now capitalise on real-time information from consumers about what they are interested in purchasing in the next few days,” said Peter Thompson, commercial director for Experian’s marketing services division.

Under CCB, new firm CCB fastMAP deals with real-time research, while NDLI focuses on real-time sales leads. Both firms were set up in response to client demand for real-time services.

“There are new online research companies coming on board, but no-one focusing exclusively on direct marketing, and this is the big opportunity,” said David Cole, managing director of CCB fastMAP. “I see a lack of useful research for the DM community. Direct marketing is very practical, down-to-earth and commercial, but traditional research is very academic.”

CCB fastMAP already has contracts within the auto-motive, finance and charity sectors. It has a panel of 20,000 consumers representing the UK.

The firm has also partnered with a major UK data provider, linking its panel to the provider’s database for data selection.

Real-time research enables direct marketers to speed up the testing process for campaigns. ‘The traditional DM test process can take four to six months but, with this, we can analyse results within hours of an email being issued,” said Cole.