Equifax / IXI
Equifax will update the rates for their entire taxonomy on January 2, 2024. The increase in CPM is between $.05 and $.25 per category.
Introduction
Equifax is a leading global information solutions company that uses unique data to let marketers deliver the right message to the right target audience based on consumers’ likely interests and economic profiles. Effective acquisition starts with identifying prospect audiences that don't just have the interest, but the financial ability to purchase as well. With Equifax's insight into the consumer wallet, they help advertisers create the ideal target audiences by focusing on those consumers that likely have the cash or credit to take advantage of advertisers’ acquisition offers.
Market Differentiator
Equifax's marketing segmentation solutions are based on a foundation of over $24 trillion in anonymous US consumer investable assets—the direct-measured consumer wealth data is unique to Equifax because of the IXI Financial consortium—and credit data for over 220 million consumers in the US.
Characteristics
Supported Platforms
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Web
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Mobile Web
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Mobile App
Geographical Availability
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United States
Vertical Specialization
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Consumer economic and financial attributes
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Universal in-market automotive prospect database
Data Taxonomy
As a Basis customer, you have access to Equifax/IXI's syndicated taxonomy within the platform.
Syndicated Taxonomy
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Affluence Index: Digital helps focus online ad spend on consumers who likely have the desired capacity to spend, save, or invest on products or services.
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Ability to Pay: This helps businesses gain critical insight on a household’s ability to afford products and services. It lets marketers provide more accurate assessments of consumer ability to pay for premium products and services, as well as better accuracy of where attrition is likely to occur at lower levels of income and discretionary spending.
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Automotive: Segments that are built on a foundation of anonymous, aggregated information from Equifax, as well as industry partner data. They provide audiences likely to be in the market or have certain behaviors, propensities, or characteristics. Auto Credit segments offer a means of marketing to consumer segments likely to have specific auto credit propensities.
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Aggregated FICO: This harnesses credit’s predictive power and aggregate raw scores for better predictions of consumers that are most likely to respond to a particular offer.
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Economic Cohorts: A household-level marketing segmentation solution that helps marketers improve understanding and communication with consumers for more targeted and relevant product offers. It classifies all US households into one of 71 different household types (clusters or segments). Unlike other solutions, Economic Cohorts uses economic factors that include estimated income, discretionary spending, credit, ability to pay, survey data, and more.
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Insurance: Propensity segments that are built on a foundation of anonymous, aggregated insurance and annuity premium values gathered from the nation’s leading Life and Annuity manufactures. Insurance propensity segments reflect a HH-level view of estimated total premium values. Equifax also incorporates additional proprietary financial metrics, including aggregated EFX credit information, into its scoring system to help insurance firms better differentiate consumers to target for their offers.
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Credit Card: Propensity segments that are built on a foundation of anonymous, aggregated credit information from EFX. Credit Card propensity offers a means of marketing to consumer segments likely to have specific credit card, mortgage, auto credit, and student loan propensity scores.
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Financial Mobility: Income Range digital targeting segments that can help online marketers find and reach consumers that have the potential to have higher incomes in the next three years.
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Financial Durability: A unique insight into households’ likely financial resilience, or how likely a household is able to keep spending, as well as meet current and future financial obligations, even when under financial stress.
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Mortgage: Segments that are built on a foundation of anonymous, aggregated credit information from Equifax, which offer a means of marketing to consumer segments likely to have specific mortgage propensities.
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Restaurant: Segments that are based on the Economic Cohorts consumer segmentation system and are built by combining insights about estimated household income, spending, and credit with likely demographics, buying behaviors, and product preferences.
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Sport: Segments that are based on the Economic Cohorts® consumer segmentation system and are built by combining insights about estimated household income, spending, and credit with likely demographics, buying behaviors, and product preferences.
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Retail: Segments that are based on the Economic Cohorts consumer segmentation system and are built by combining insights about estimated household income, spending, and credit with demographics, buying behaviors, and product preferences.
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Travel, Entertainment, and Leisure: Segments that are based on the Economic Cohorts® consumer segmentation system and are built by combining insights about estimated household income, spending, and credit with demographics, buying behaviors, and product preferences.
Pricing
$1.00 to $1.25 CPM
Methodology
Equifax offers over 800 digital targeting segments. Its segments help marketers better define their desired target audience in terms of estimated financial behaviors and purchase intentions by:
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Gaining enormous scale and reach
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Empowering multi-channel marketing efforts by delivering the right message to the right consumer at the right time through various channels
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Reducing wasted ad spend by reaching the right audience that have ability to buy the following:
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Financial capacity, a leading driver of purchasing power
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Applicable via online, mobile, social media, and addressable TV
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Leverage standard segments, or create your own custom lookalike audiences
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Provider Collateral
Marketing Solutions for Travel