Equifax: 2002 Annual Report

The Equifax Difference means creating opportunity. Combining two industry leaders in traditional direct marketing and eMarketing services resulted in the creation of a powerful, multichannel marketing partner for our customers.

Opportunity Through Acquisition
The acquisition of Naviant, Inc., a premier provider of precision eMarketing solutions for large and small customers, elevates our marketing business to new levels of opportunity. By providing a database of more than 100 million opt-in, or consumer-volunteered, email addresses, Naviant offers the most highly effective email marketing programs in the country. This email database, in combination with our vast store of robust demographic and lifestyle data and our traditional credit marketing services, positions us to become the premier multichannel direct marketing organization in the industry.

A Higher Level Of Capability
Equifax List Select™ is an excellent example of the innovation of the Equifax Marketing Services business unit. Introduced in 2002, this service represents the most advanced Web-based list order and fulfillment system in existence. Equifax List Select provides clients with 24/7 access to a broad spectrum of consumer database products. This tool utilizes the industry's most sophisticated technology to offer direct marketers a high degree of functionality that includes database scoring capabilities, analytics or information designed to gauge a consumer's propensity to buy or respond, online access to order history and user reports, and instantaneous count results. Most importantly, Equifax List Select enables clients to customize name selection across multiple Equifax consumer databases in ways that were previously not possible or only available through customized programming.

Equifax Email Append™ provides clients with email addresses for their existing customers. Another product in the suite, Equifax Email Prospecting with Credit Prescreening, combines Equifax credit information with Email Append, giving credit issuers the opportunity to provide firm offers of credit over the Internet.

The upgrade and expansion of Permission!™ — a 100 percent opt-in, self-reported database — is an excellent example of the enhanced capabilities of Equifax Marketing Services. Through its breadth and depth of data and multichannel file, Permission! will be the direct marketing industry's most potent and comprehensive online and offline database. Moreover, modeling capabilities offered in conjunction with the list enable clients to take target marketing to a new level by focusing on prospects most likely to respond.

The Market Growth Potential
Through the formation of Equifax Marketing Services, marketing information powerhouses Equifax and Naviant have combined their benchmark technologies and capabilities into a business resource that will significantly impact the direct marketing industry. By uniting the vast Equifax network of content-rich consumer marketing databases with the advanced online-offline integration that Naviant is known for, this new business unit will provide our clients with the tools required to take precision marketing to an unprecedented level. The creation of Equifax Marketing Services is an excellent example of what Equifax does best — combine proprietary data with technology and product innovation expertise to create compelling growth for both customers and shareholders.

Equifax.com | Investor Center