Long-time ECMOD
exhibitor Abacus has partnered with Equifax to implement an
enhanced Single Customer View (SCV) on the Abacus data pool,
enabling it to link transactions of consumers after they move
house. This has been applied to achieve a more complete purchase
history for individuals that have moved once or multiple
times.
The partnership sees Abacus’s data pool of regular home shopping
buyers now link recent transactions with historic purchases to
provide greater depth of data, improve accuracy, predict buyer
behaviour in prospecting models for all home shopping merchandise
categories and improve targeting. The improved data also enhances
customer database selections, as transactional information
associated at customers’ former addresses can be used.
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