Epsilon Enhances Consumer Database with Market Trend Data

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 users…we 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 Epsilon's 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 that's very focused for a specific behavior in a vertical," Lucido adds.

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 2,200 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.

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