Epsilon Enhances Consumer Database with Market Trend Data -Capital management epsilon Newsvine

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Epsilon Enhances Consumer Database with Market
Trend Data
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Epsilon the giant marketing analytics and email
marketing technology provider yesterday
introduced the latest addition to its TotalSource
Plus consumer database the Market Trend data
dimension. Using a set of compiled data elements
about consumers Market Trend helps marketers
identify potential customers whose behavior is
most similar to existing customers based on a
predictive score. Starting with data from our
survey-based data set Target Source which
contains behavioral data about people such as
frequent debit card userswe use our profile
modeling capabilities to find look-alikes for
debit card users across our nationally compiled
file explains Laura Lucido senior product
manager at Epsilon. It gives marketers tools
that exist within our data sets without having to
actually build a custom predictive model. In
contrast to Epsilons broader offerings such as
income or age-based models the Market Trend
dimension is exciting because it gives us a way
to offer marketing information thats very
focused for a specific behavior in a vertical
Lucido adds.
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The Market Trend dimension spans six industries
(insurance financial services
telecommunications retail publishing and
travel and leisure) and combines data from other
dimensions in TotalSource Plus to provide insight
on more than 250 million U.S. consumers. In
addition to Market Trend TotalSource Plus
includes five other dimensions of data
Demographic Financial Lifestyle Market
Indicators and Trigger. A subsidiary of
Texas-based Alliance Data Systems Epsilon has a
client base that includes more than 2200 global
brands such as Hilton Hotels Verizon New York
Company Kraft KeyBank and AstraZeneca. It
was also the victim of a security breach last
year exposing the customer email addresses of
numerous major companies including JPMorgan
Chase Citibank Target and Walgreens and
leading to calls for greater security measures.