psilon, the giant marketing analytics and email marketing technology provider, yesterday introduced the latest addition to its TotalSource Plus consumer database, the Market Trend data dimension. Using a set of compiled data elements about consumers, Market Trend helps marketers identify potential customers whose behavior is most similar to existing customers based on a predictive score. "Starting with data from our survey-based data set, Target Source, which contains behavioral data about people, such as frequent debit card users…we use our profile modeling capabilities to find look-alikes for debit card users across our nationally compiled file," explains Laura Lucido, senior product manager at Epsilon. "It gives marketers tools that exist within our data sets without having to actually build a custom predictive model." In contrast to Epsilon's broader offerings, such as income or age-based models, the Market Trend dimension is "exciting because it gives us a way to offer marketing information that's very focused for a specific behavior in a vertical," Lucido adds.

1. Epsilon Enhances Consumer
Database with Market Trend
Data

2. Epsilon, the giant marketing analytics and
email marketing technology provider,
yesterday introduced the latest addition to
its TotalSource Plus consumer database, the
Market Trend data dimension.

3. Using a set of compiled data elements
about consumers, Market Trend helps
marketers identify potential customers
whose behavior is most similar to existing
customers based on a predictive score.

4. "Starting with data from our survey-based data set, Target
Source, which contains behavioral data about people, such
as frequent debit card users…we use our profile modeling
capabilities to find look-alikes for debit card users across
our nationally compiled file," explains Laura Lucido, senior
product manager at Epsilon. "It gives marketers tools that
exist within our data sets without having to actually build a
custom predictive model."

5. In contrast to Epsilon's broader
offerings, such as income or age-based
models, the Market Trend dimension is
"exciting because it gives us a way to offer
marketing information that's very focused
for a specific behavior in a vertical," Lucido
adds.

6. The Market Trend dimension spans six industries (insurance,
financial services, telecommunications, retail, publishing, and
travel and leisure) and combines data from other dimensions
in Total Source Plus to provide insight on more than 250
million U.S. consumers. In addition to Market Trend,
TotalSource Plus includes five other dimensions of data:
Demographic, Financial, Lifestyle, Market Indicators, and
Trigger.

7. A subsidiary of Texas-based Alliance Data
Systems, Epsilon has a client base that includes
more than 2,200 global brands, such as Hilton
Hotels, Verizon, New York &
Company, Kraft, KeyBank, and AstraZeneca. It was
also the victim of a security breach last
year, exposing the customer email addresses of
numerous major companies, including JPMorgan
Chase, Citibank, Target, and Walgreens and
leading to calls for greater security measures.