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Equifax and Digital Element Partner to Make Online Content More Relevant Through New Consumer Insight Engine

Posted on: Tuesday, 16 June 2009, 07:00 CDT

New Offering Delivers Insights In Real-Time to Improve Consumers' Online Experience

ATLANTA, June 16 /PRNewswire/ -- Digital Element, the leading provider of IP Intelligence technology, today announced that it has partnered with Equifax Inc. (NYSE: EFX) to pilot a new solution that delivers the industry's most comprehensive financial, demographic, lifestyle and purchase data in real-time to online environments. The Consumer Insight Engine leverages Equifax's deep data assets with Digital Element's technology to help businesses better target online content and enhance consumers' online experience.

From retailers to advertising networks to publishers, businesses can use this new solution to bring an unprecedented array of customer insights to bear on a wide range of online interactions. The Consumer Insight Engine can provide insights at multiple levels of geographic aggregation. If consumers choose to share more detailed information, the Consumer Insight Engine can deliver consumer level data as well.

With instant access to this level of insight, businesses can improve e-commerce initiatives and online content delivery for both registered and non-registered site visitors.

"Equifax has the data and analytics that can make marketers more effective and improve the experience for consumers. Our relationship with Digital Element enables us to make these insights actionable in web marketing," said Kerry Morris, Vice President of Equifax Product Management. "We want to provide marketers the opportunity to move beyond basic demographics to a more complete view of all the factors that drive consumer behavior -- then provide technology to execute their data-driven strategy consistently across all marketing channels."

For unregistered site visitors who opt to remain anonymous, Digital Element's IP Intelligence technology will provide zip code-level location information based on a visitor's IP address. Leveraging this information, the Consumer Insight Engine can deliver zip code-level demographic, lifestyle and financial information to help businesses make more informed content and advertising decisions while ensuring the site visitor's privacy.

For registered site users who share their names and addresses, the Consumer Insight Engine will deliver consumer and household-level data, financial insights, and propensity and event triggers. With this information, companies can make highly targeted content decisions based on the actual interests and purchasing power of registered users.

"We're pleased to partner with Equifax to pilot such a powerful user insight solution," said Rob Friedman, executive vice president, Digital Element. "We believe that by understanding the motivators, interests and purchasing power of consumers we are removing the guesswork in the one-to-one marketing puzzle. We look forward to empowering companies to build profitable and lasting relationships through their online channel."

Digital Element and Equifax are currently lining up a select group of pilot customers. The Consumer Insight Engine is offered as a pre-configured hardware appliance that integrates seamlessly into a client's data center, allowing web-service data queries on day one of deployment. It may also be implemented as a hosted solution, with all implementation and operational support provided by Digital Element.

For more information on the new Consumer Insight Engine from Digital Element and Equifax, visit www.digital-element.net/cie.

About Digital Element

Founded in 1999, Digital Element is the industry pioneer of IP Intelligence, a non-invasive, privacy-sensitive technology that automatically uncovers geographic information, connection speed, domain name, ISP, language and other characteristics about online users based solely on their IP addresses. This knowledge enables online businesses to customize content for more accurate and profitable online interactions, making it ideal for targeted advertising, content localization, geographic rights management, local search and enhanced analytics. Digital Element's patented IP Intelligence solution with its exceedingly accurate geolocation capabilities is used by industry-leading advertising networks, web publishers, search engines, social networks, e-tailers, and analytics platforms around the world to revolutionize the way people experience the Internet.

Digital Element is a business unit of Digital Envoy, part of the Landmark Interactive division of Landmark Communications. For more information about Digital Element, visit http://www.digital-element.net.

About Equifax Inc.

Equifax empowers businesses and consumers with information they can trust. A global leader in information solutions, employment and income verification and human resources business process outsourcing services, we leverage one of the largest sources of consumer and commercial data, along with advanced analytics and proprietary technology, to create customized insights that enrich both the performance of businesses and the lives of consumers.

Customers have trusted Equifax for over 100 years to deliver innovative solutions with the highest integrity and reliability. Businesses -- large and small -- rely on us for consumer and business credit intelligence, portfolio management, fraud detection, decisioning technology, marketing tools, HR/payroll services, and much more. We empower individual consumers to manage their personal credit information, protect their identity and maximize their financial well-being.

Headquartered in Atlanta, Georgia, Equifax Inc. operates in the U.S. and 14 other countries throughout North America, Latin America and Europe. Equifax is a member of Standard & Poor's (S&P) 500(R) Index. Our common stock is traded on the New York Stock Exchange under the symbol EFX.

SOURCE Digital Element

Source: PR Newswire

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