On 24 October, the customer acquisition specialist, esbconnect, announced that it has partnered with the data and analytics consultancy, Sagacity. This partnership will combine Sagacity’s Intra dataset with esb’s email dataset to help advertisers engage new and existing audiences through email, social, programmatic and postal.
According to a press release, Sagacity’s Intra dataset contains ‘more data than any other full-coverage file in the market’; that is, it breaks down the UK population into 5 groups and then further separates them into 55 micro-segments, offering information on demographics, interests, income, shopping habits, etc.
Similarly, esb’s Inbox Extend dataset features over 400 attributes, including age, household income, marital status, property value, and proximity to specific retailers.
Suzanna Chaplin, CEO at esbconnect, commented: ‘This partnership with Sagacity enables esb’s customers to leverage the power and granularity of the most comprehensive dataset of UK consumers for enrichment, profiling, modelling and creating personas. It is the perfect complement to our own Inbox Extend offering.’
It is important to note that all data must meet strict compliance standards in order to be processed into Sagacity’s dataset. Each piece of information also holds an audit trail and permission code.
Featured image: Sagacity x esbconnect