DM p4-6 News Dec08.qxp 02/12/2008 10:23 Page 5
News
DMA and Equifax hook up to
Abacus [ONE] hits UK
promote data services sector
Transactional database
specialist Abacus has
T
he Direct Marketing and Equifax’s interest in pro- “Equifax is a key player and a launched Abacus [ONE]
Association (DMA) and moting understanding of the long standing member of the enhanced modelling
Equifax have formed a new scope and power of consumer DMA. They can help us reach a fulfilment into the UK market
partnership which will see the and business marketing data for higher platform for the data sec- following a successful period
two organisations working direct marketing campaigns. tor and demonstrate its impor- in the USA.
closely together over the next The partnership will also serve tance to all our audiences.” Abacus [ONE] examines all
15 months to enhance the pro- as an intellectual resource to Chris Sherlock, marketing segments across multiple
file of the marketing data servic- enable marketers to compre- director for Equifax, adds that models to determine the best
es sector within the direct mar- hend and work within all rele- the partnership will be of great names to mail from the
keting industry. vant legislation. benefit for the direct marketing Abacus Alliance. This means
This is the first time such a Commenting on the partner- sector: “Properly targeted, good marketers can target large
partnership has been formed ship, Mike Barnes, DMA’s direc- quality data should play a key numbers of names that
with the DMA. Equifax is a tor of marketing & business role in helping marketers meet provide higher response
global leader and specialist in development, says: “Data and the challenges of the future. We rates and increased revenue
credit and business information data intelligence is at the heart therefore look forward to work- potential.
and holds one of the largest of what we do and needs a ing with the DMA and its mem-
sources of consumer and com- higher profile, especially in the bers to maximise the full poten-
DBExpress launched
mercial data. current financial climate and tial of marketing data to create
The partnership has been with the environmental issues the most impactful and cost- MRM Worldwide (UK) has
formed as a result of the DMA’s facing the industry. effective campaigns.” launched of its new
marketing solutions platform,
Public consultation over ER on horizon
DBExpress, into the UK. The
new solution allows
T
he public is to be consulted recent times. consultation.” organisations to more
over the use of the The Ministry of Justice state- Reaction from the industry effectively manage data and
Electoral Roll for direct market- ment said: “We need to estab- has been predictably mixed campaigns and provides
ing purposes, according to a lish how removing the provi- with many welcoming the delay marketing departments with
recent statement by the sions would impact not just on in any final decision as a stay of improved measurement and
Ministry of Justice. individuals but the economy as execution for legitimate, respon- analytic insight capabilities in
The commitment to canvas a whole. We therefore propose sible marketers, but others less a modular, tailorable form.
public opinion was part of the to conduct a public consulta- understanding of the A key strength of the
Government’s response to the tion on this recommendation. Government’s approach. hosted , subscription-based
Data Sharing Report, an inde- “This will enable us to build a UK individuals have had the DBExpress is that it can be
pendent review of how personal firmer evidence base about the option to remove their details installed and configured
data is gathered, used and advantages and disadvantages from the published version of within 20 days, removing
shared, commissioned by the of the edited register and con- the Roll since 2002. No large up-front development
Prime Minister as a response to sider the way forward on the timescale has yet been made fees and allowing for a low IT
the raft of high data breaches in basis of the responses to the available for consultation. footprint on site.
www.dmarket.co.uk Database Marketing December 2008 5
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