IXI Services Launches AudienceIntel, Providing Online Advertisers With Real-time Insights Into Audience Financial Metrics

Thu Jan 10, 2013 9:30am EST

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Enables Marketers to Verify Actual Audience and Improve Online Campaign
Performance
MCLEAN, Va.--(Business Wire)--
IXI Services, a division of Equifax, today launched AudienceIntel, an online
advertising measurement tool that enables advertisers to better evaluate who is
actually viewing and responding to their ads. The real-time interactive
dashboard uses a variety of IXI Services` proprietary financial and economic
measures to verify if ad impressions are reaching their optimal target audience.


AudienceIntel helps advertisers ensure they are allocating their spend on ads
served to qualified consumers. By measuring audiences by estimated financial
measures such as wealth, income and spending, advertisers can verify if the
audience receiving an ad is a match for a brand and offer. 

Advertisers can also use AudienceIntel`s features to determine the value of
specific delivery channels. If a publisher or media channel is under-delivering,
it`s easy to make data-driven budget reallocations to better performing sites.
AudienceIntel`s capabilities also extend to an advertiser`s own site, allowing
them to better understand the audience that is converting, and adjust their
internal messaging and architecture if consumers abandon the conversion process.
And for marketers offering multiple products this dashboard enables scrutiny of
which consumers are attracted to different offerings. 

"Research suggests that over half of advertisers` online display spending is
wasted on unqualified prospects, but, as the saying goes, no one is certain
which half," said Jeff Sporn, SVP & GM, Digital Solutions for IXI Services. "In
the past, data has allowed us to do manual assessments, especially of offline
marketing activity, but this real-time dashboard provides the financial and
economic profile of the audience seeing an ad during a campaign, giving
advertisers a very clear indication of whether or not they are hitting their
target." 

AudienceIntel works across all targeting strategies and publishers and utilizes
estimated household characteristics using anonymous, aggregated neighborhood
level data. IXI Services` digital products do not incorporate or reveal any
personally identifiable information. 

About Equifax Inc.

Equifax is a global leader in consumer and commercial information solutions,
providing businesses of all sizes and consumers with information they can trust.
We organize and assimilate data on more than 500 million consumers and 81
million businesses worldwide, and use advanced analytics and proprietary
technology to create and deliver customized insights that enrich both the
performance of businesses and the lives of consumers. 

For nearly 20 years, IXI Services, a division of Equifax, has enabled marketing,
sales, and risk management executives to differentiate and target consumer
households based on proprietary measures of wealth, income, spending, credit,
investment style, share-of-wallet, and share-of-market. 

Headquartered in Atlanta, Equifax operates or has investments in 18 countries
and is a member of Standard & Poor's (S&P) 500 Index. Its common stock is traded
on the New York Stock Exchange (NYSE) under the symbol EFX. For more
information, please visit www.equifax.com.

WIT Strategy, for IXI Services, a division of Equifax
Rich Cherecwich, 774-254-0952
rcherecwich@witstrategy.com

Copyright Business Wire 2013