Equifax has become the first major data provider to partner with life event business TwentyCi to create a marketing solution which it is claimed will enable companies to identify customers and prospects at key stages in the move lifecycle.
Dubbed “Pre-Movers”, the file will use data from TwentyCi to identify people buying, selling or renting out a property in the UK market. This data is enhanced with additional Equifax insights about the property and its residents, such as credit status or the composition of the household, to help companies shape highly targeted and timely marketing campaigns that improve customer acquisition and retention strategies.
It is claimed that extensive testing has demonstrated that the use of Pre-Movers can significantly reduce customer churn and increase both customer engagement and underlying revenues across multiple markets relevant to people moving home. These include financial services, telecoms, FMCG, utilities and broadband.
Pre-movers provides clients with daily, weekly or monthly alerts which include, notification of when a property is put on the market; offers that have been accepted on properties; expected move date; and confirmation that a property has been sold or let.
Equifax chief data and analytics officer Paul Birks said: “This partnership is part of our ongoing strategy to add value by integrating new data sources into our solutions. By utilising TwentyCi data to enrich our insights we are able to offer fresh intelligence to our clients. Around 4.5 million UK adults move house every year and this proposition enables clients to benefit from a broad spectrum of associated data insights to tailor their marketing strategies and more accurately meet customer needs.”
TwentyCi chief executive Ian Lancaster added: “Working with Equifax will bring our intelligence on house moves to new sectors such as utilities and financial services. Equifax was our first choice as a partner; the insight it provides enhances our analysis to create an invaluable picture of consumers’ needs and buying behaviours. This proposition marks the first step of our partnership and we look forward to creating further integrated solutions with Equifax.”
TwentyCi gears up to be among the movers and shakers
Colin Bradshaw lands role at data agency TwentyCi
Programmatic plan targets £12bn movers market
Equifax pays £200m for debt firm
Equifax taps into IFA shake-out