Jan 30, 2019   SOURCE: PR NewsWire

Equifax Outlook: Trends to Watch in Data-driven Marketing

ATLANTA, Jan. 30, 2019 /PRNewswire/ -- Equifax Data-driven Marketing (DDM), the marketing data, analytics and technology solutions capability of Equifax Inc. (NYSE: EFX), today released its initial list of "Trends to Watch in Data-driven Marketing" for 2019. Equifax DDM General Manager Mykolas Rambus provided the outlook coming out of AdExchanger's Industry Preview event in New York City to help business leaders shape their marketing approach and investment decisions.

The Equifax DDM capability provides both distinct Equifax economic data insights and functional solutions for marketers such as identity resolution, direct and digital engagement, and attribution and performance analytics to help brands market with precision, manage risk and drive superior returns.

Rambus outlined his initial five key trends to watch in data-driven marketing this year:

    1. Data wrangling ramps up. Marketers will look for new ways to break down
       data across silos to enable total data unification across all customer
       touchpoints and an intimate understanding of their customers. They will
       seek data partners that can help them cut through the clutter to find and
       curate quality, clean data that can be activated across all channels,
       uncover fresh insights using unique data and analytic resources, and
       solve their macro problems.
    2. Data integrity takes a giant leap. Today's marketers who rely on
       high-quality, clean and accurate data to grow revenues are also
       increasingly responsible for the data sourcing. When data is not
       ethically sourced or runs afoul of regulatory and compliance schemes, the
       effects are felt across the organization: reputational impacts, lost
       profits, a hit to the share price, and permanently damaged customer
       relationships, among them. Organizations will turn to true information
       stewards as their partners to ensure dirty data will not put the customer
       experience, let alone their reputations, at risk.
    3. Data-driven marketing drives customer lifetime value. The early days of
       the New Year have presented market volatility and uncertainty for
       organizations of all sizes. Budgets will be scrutinized and marketers
       will be tasked with ensuring their marketing spend is yielding the
       desired results. Data-driven marketing has proven itself adept at
       improving reach and acquisition; however, the best data-enabled marketing
       solutions in 2019 will re-focus organizations on building profitable
       long-term relationships and increasing engagement, loyalty and retention
       with the optimal customers, not all customers.
    4. Voice marketing data gets smarter. Brands are being disrupted as voice
       technology and smart home devices like Alexa are changing the way
       consumers search and purchase. Marketers are shifting how they understand
       consumers' intent and collecting the most relevant bits of information to
       deliver better experiences. A data-driven marketing approach can support
       a voice marketing strategy, helping organizations tap into consumer
       behavior data and use it in an original way to communicate with customers
       in this growing channel.
    5. Measurement moves to adulthood. Organizations will start to move beyond
       consulting engagements and establish integrated partnerships with
       solutions providers that offer comprehensive measurement tools to help
       them play out scenarios, systemize their measurement standards and
       technologies, and meaningfully measure and value the contribution of
       every touchpoint on the journey.

Along with these five trends, Rambus points to the need for marketers to embrace the richest possible data so they do not miss valuable audiences. With Equifax DDM's economic data, for example, adding wealth in addition to income to the mix gives marketers a more complete consumer picture, and enables the right segmentation and dividing-line attributes that will provide them with the highest level of success--whether they're looking to capture upscale prospects, less affluent households or a mix of both.

"In 2019, brands will continue to need both the macro picture and a robust personal economics graph to truly understand their customers' needs. But, having access to 360-degree information on your customer is only the starting point to data-driven marketing," said Rambus. "We anticipate industry movement that advances the infrastructure of a marketer's business, recalibrates the balance between CAC and CLTV, and fast maturation in areas such as voice marketing that were nascent fields only 12 months ago."

Rambus attended AdExchanger's Industry Preview in New York City this month to meet with media outlets and discuss data-driven marketing trends and related topics. An expert on big data, SaaS and financial technology, Rambus is a frequent contributor to major national and international news outlets, a two-time CEO (Wealth-X, W.P. Carey) and former Chief Information Officer of Forbes Media.

Equifax DDM aligns the company's data assets, analytics, technology, and integrated marketing capabilities to solve key challenges for marketing executives and counts more than 300 customers across the financial, insurance, telecommunications, travel and other industries. Visit the Equifax DDM website to learn more.

ABOUT EQUIFAX INC.

Equifax is a global information solutions company that uses unique data, innovative analytics, technology and industry expertise to power organizations and individuals around the world by transforming knowledge into insights that help make more informed business and personal decisions. Headquartered in Atlanta, Ga., Equifax operates or has investments in 24 countries in North America, Central and South America, Europe and the Asia Pacific region. It is a member of Standard & Poor's (S&P) 500® Index, and its common stock is traded on the New York Stock Exchange (NYSE) under the symbol EFX. Equifax employs approximately 11,000 employees worldwide. For more information, visit Equifax.com and follow the company's news on Twitter and LinkedIn.

FOR MORE INFORMATION
Gregory Papajohn
Archie Group for Equifax DDM
gregory@archiegroup.com

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SOURCE Equifax Inc.