Neustar, Equifax Launch Privacy-First FS Segmentation

Information services and tech company Neustar has teamed up with financial data firm Equifax to launch Financial Spectrum, an audience segmentation and media activation solution for financial services marketers.

The new solution offers asset-based customer segmentation based on actual, direct-measured financial data rather than 'protected-class' demographic variables like age or marital status, allowing financial services brands to 'safely and effectively reach high-value audiences across digital media', according to the firm.

Equifax's IXI Network provides data on individuals' asset composition, average assets and liabilities, and propensity to buy specific financial products and services. Neustar, which just over a year ago sold its Internet domain name registry services business in order to focus on its OneID identity intelligence platform, developed the segmentation framework. The new offering is available immediately for IXI Network members through Neustar's Unified Identity solution, through the Neustar partnership with ActionIQ, and through Equifax.

'It's no secret' - says Neustar SVP and General Manager of Marketing Solutions Michael Schoen - 'that most data segmentation strategies, built using basic demographic data that financial institutions have long relied on, are no longer relevant in today's privacy-first marketing environment. We're excited to partner with Equifax to bring to market a viable segmentation alternative that will enable financial marketers to not only better serve their customers, but also drive better marketing performance across the board'.

Web sites: www.home.neustar and www.equifax.com .