Leading data and insight company REaD Group and InfoSum, the world’s leading decentralised marketing infrastructure have today announced a partnership that will make REaD’s UK-wide comprehensive and permissioned database of online and offline consumer data available for brands, publishers and more to discover new insights and improve audience targeting.
InfoSum empowers companies to unlock the full potential of their data by enabling collaboration between data-rich companies. Through a decentralised infrastructure, brands, media owners, data owners and other enterprise companies can connect data without ever sharing it. InfoSum’s identity infrastructure allows REaD to make its accurate, responsible and diverse third-party data available for companies to match first-party customer data to highly valuable interest and behavioural data to enrich their customer understanding. By removing the need to share or commingle any data, the privacy of the end consumer is protected, as is the security of each data set.
REaD’s marketing database is the most comprehensive and trusted source of marketing data in the UK, with hundreds of selectable variables that can be used to create highly targeted and timely campaigns. The database is multi-contributor and permissioned specifically for marketing. It combines hundreds of lifestyle variables covering demographics, interests, hobbies, behavioural and attitudinal insights, channel preferences and geo-demographics to help target campaigns at every level.
In addition, social media and open source data is added to create genuinely unique variables that can be appended at different geographic levels. This insight provides advertisers with the ability to understand how many of their key segments are available to match against media owner first-party data, enabling accurate media planning, without the need to exchange any data.
For the first month after launch, access to REaD Group’s data variables will be provided free of charge by InfoSum for brands and media owners to generate audience insights, providing them with a rare opportunity to see the value of the data set before making a commitment to partner.
Jon Cano Lopez, CEO of REaD Group, commented, ”We are excited to partner with InfoSum and provide advertisers with a privacy-first way to better target their campaigns using a one-to-one match against our comprehensive database. It also ensures publishers can maximise the value of their engaged audiences. We look forward to close collaboration over the coming months as we work with mutual advertisers and publishers on their many use cases.”
Stuart Colman, VP Sales at InfoSum, added: “We’re delighted to have REaD Group make their data available to brands and media owners in a privacy-safe way through InfoSum’s data collaboration platform. REaD Group’s extensive audience insights will enable companies to enrich their first-party data and continue to deliver relevant advertising experiences in the cookieless world, while respecting the trust and privacy of consumers.”
We are delighted that REaD Group were shortlisted for the CIM Marketing Excellence Award for Best Use of Data and Insight with Titan Travel!
This nomination recognised the intelligent use of REaD Group data to deliver compelling insight, resulting in an improved customer experience and communication strategy. Through expert analysis, demonstrating how insightful strategies result in brand success and delivering an ongoing competitive advantage for Titan Travel.
Titan Travel reached out to REaD Group to explore the use of multi-channel campaigns using direct mail and email targeting. As a company that pride themselves on offering unbeatable value and quality they needed a partner that reciprocated those values and outlooks. We were given the brief to create a re-newed focus on customer acquistion and targeting, and this is what we did…
By taking Titan’s data and running detailed profiles we gained invaluable insight in to the demographics, behavioural traits and personas of their customer base. Once the macro segmentation was in place, REaD used Titan’s transactional and engagement data to drill down and create micro segments which enabled customised strategies, increased personalisation and relevancy – targeting and engaging their customers with confidence and accuracy at the highest standard.
“REaD Group have supported us with look-a-like prospects based on our customer demographic and we’ve had overwhelming success, which is why this continues to form part of our on-going strategy The data is continually improved by overlaying and prospects that book with us to ensure that the output is even more targeted each time”
– Tom Adams. Senior Marketing Executive – Customer Acquisition.
The project gave Titan the ability to create a market segmentation which provided a much clearer view of the UK travel market to assess market share, areas for growth and possible areas to avoid. The dramatic change in acquisition strategy, driven by REaD data and insight, utilising addressed mail as the primary channel, enabled Titan to achieve some truly spectacular and unprecedented results.
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In an exciting industry collaboration, we have joined forces with The Software Bureau, Royal Mail and Mortascreen to launch Clean Contacts, the first data hygiene product for users of Microsoft Dynamics 365, one the world’s largest CRM platforms.
To mark the launch we commissioned a new study which reveals that the rate of data decay has accelerated by 0.5 per month meaning that annual data decay now stands at 37.5 per cent per year due to the impact of Covid on the UK’s rate of mortality and homemovers. In July 2020 the Chancellor introduced the Stamp Duty Holiday to reignite the UK economy following Lockdown 1.0. This has resulted in the most buoyant property market since 2008 with a 10 per cent year-on-year rise in homemovers. Tragically, the pandemic has also led to a significant rise in the UK death rate which is currently running 15 per cent higher than average.
Hosted in Azure, Clean Contacts enables automated batch data cleansing of UK consumer data which enables Microsoft Dynamics 365 customers to identify if an individual has moved home, where they have moved to or if they have passed away. It draws from a pool of over 250 million verified, regularly updated records from ourselves, Royal Mail and Mortascreen.
Microsoft Dynamics 365 is the first CRM platform to offers in-platform data hygiene making the process less time consuming, more efficient and significantly less risky as the data does not leave the Microsoft ecosytem. Clean Contacts is configured to work within API limits, little storage is required and there is an easy and transparent subscription pricing model starting at £51.75 per month.
Comments Jon Cano Lopez, CEO of REaD Group:
“With the impact of the pandemic on data decay, data cleansing is becoming increasingly important, particularly for organisations that are increasing marketing activity at this time in order to keep customers engaged. That is why we are excited to be involved in this first ever industry collaboration to create a one-stop data hygiene solution for the customers of Microsoft Dynamics 365.”
Continues Lucy Bourne, Partner Development Manager, Microsoft Business Applications:
“We are delighted to welcome Clean Contacts onto the growing global ecosystem of solutions for Microsoft Dynamics 365 customers. The fact that we are the first platform to carry an in-platform data hygiene solutions demonstrates the importance we place on GDPR and best practice marketing. SMEs make up a large proportion of our customers in the UK and this will be a welcome solution for them to be able to clean and update their data quickly and easily – all within the safety of the Microsoft ecosystem.”
For more information please visit Clean Contacts