Sagacity to combine Intra dataset with major email file

Data and analytics consultancy Sagacity is to combine its UK-wide Intra dataset with customer acquisition specialist esbconnect’s Inbox Extend 17 million-strong email file to offer what the two firms claim is a “highly appealing alternative” to the limited data offerings on the market.

The duo maintain the combination of the two datasets offers an end-to-end solution that brands can use to enrich and understand their existing audiences, and to target lookalikes and activate new audiences via email, social, programmatic and postal – all from one unified dashboard.

Sagacity insists its Intra dataset offers the most up-to-date, detailed and accurate view of the UK population, broken down into five core affluence groups. These break down into 55 micro-segments covering demographics, interests and hobbies, income, shopping habits and more.

Intra is also subject to a strict due diligence process – every piece of information processed holds a complete audit trail and permission code, and no data is accepted without meeting Sagacity’s strict compliance standards. It also offers higher match rates with clients’ data, owing to the fact that Intra datasets are available at individual, household and postcode level.

Meanwhile, esb’s Inbox Extend dataset is one of the most comprehensive email address files on the market, spaning more than 400 attributes, including factors such as age, household income, marital status, type of home, property value and proximity to specific retail outlets.

Sagacity chief revenue officer Dean Standing said: “Intra data, and the insights it offers, are trusted by many of the UK’s best-known brands. The partnership with esbconnect will make it easier for more brands to access and activate these insights from within esb’s platform, across multiple channels.”

esbconnect chief executive Suzanna Chaplin added: “This partnership with enables our customers to leverage the power and granularity of the most comprehensive dataset of UK consumers for enrichment, profiling, modelling and creating personas. It is the perfect complement to our own Inbox Extend offering.”