Infogroup Partners with Neustar to Extend Its Digital Reach

Infogroup, a provider of analytics and marketing services, today entered a strategic partnership with Neustar, a provider of cloud-based real-time information services, to expand the reach of its digital customer and business data.

"More than 80 percent of consumers believe that retailers should be doing more to integrate their online and offline channels, [as well as to improve] the consumer experience across those channels," says Andrea Haldeman, senior vice president of sales at Infogroup. "Without having [access to] those digitized data sets, marketers aren't able to deliver personalized experiences at the right time, on the right platform." Its union with Neustar, Haldeman says, will serve as a bridge between the online and offline worlds, as it enables marketers to conduct targeted marketing campaigns across channels and devices, including display, email, mobile, direct mail, and social media.

Infogroup's data- and software-as-a-service (DaaS and SaaS) offerings are designed to help companies increase sales and boost customer loyalty. The company's specialization in both digital and traditional marketing channels is enhanced by access to proprietary data from approximately 245 million people and 25 million businesses.

Neustar's Data Onboarding links first-party customer data to an offline data repository comprised of more than 120 million U.S. households, with the intention of eliminating low-quality matches that result in media waste. Powered by its Authoritative Identity methodology, Neustar reaches beyond email when identifying target audiences, aiming to provide insight into conversions that occurred offline to help marketers better understand a customer's entire buying journey.

By leveraging Neustar's Data Onboarding service, Infogroup intends to deliver customer data to management platforms such as Oracle-BlueKai, eXelate, Adobe, and Lotame, among others, thus enabling companies to drive their programmatic campaigns.

"Infogroup has long been regarded as having the most precise data from both a B2B and B2C perspective," Haldeman says. "Our clients want to be able to execute multichannel campaigns beyond direct mail and email. They want to be able to layer in the display component, because we know that layering display can increase engagement by up to 50 percent to a particular campaign."

According to a statement, some benefits of Neustar's technology include its speed, scale, distribution reach, accuracy, mobile ad ID linkages, and expertise with data analytics.

The partnership comes just weeks after Infogroup announced its cooperation with another major data on-boarder, LiveRamp, late in February. By keeping close ties with both of these on-boarders, Infogroup aims to support "clients regardless of which they prefer," Haldeman says. What she calls a "dual on-boarding" strategy will give it the maximum flexibility required to meet customer requirements.

Haldeman says that Infogroup is also working on building out its own private data management platform, which will enable end users to import customer data to execute multichannel campaigns.

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