Everybody’s a little anxious about the economy these days, especially
consumers. Stubborn inflation and lingering uncertainty have flattened
spending, which means you might need to market a little differently to
attract new customers moving forward.
Yet, adapting your marketing strategies on the fly isn’t
easy if you’re not sure what needs to change. And the longer you
take to figure it out, the more opportunities you lose.
It doesn’t have to be this way. Let’s explore a faster path
to smarter prospecting. A path that leads to improved performance by
aligning your strategies with changing consumer behaviors.
Solve problems in real time, starting with your data.
In marketing, data is your North Star—especially in a fluid,
fast-changing market like today. And you need lots of it to
understand your prospects and what moves them to act. Things like, how
much they can afford to spend. Their interest in your products and
services. Their income, lifestyle, and financial trajectory.
But managing these and other disparate data streams can get
complicated. The data prep and analysis alone can take months. Then,
you have to move back and forth between different analytic
environments to build, test, and launch your prospecting model, which
takes more time. All the while, consumer behaviors and market
conditions are shifting fast, increasing the potential that your model
might be outdated before it ever hits the market. Yikes.
Now, picture this: an inclusive, collaborative space where
you can access:
Everything you need centralized within a single, secure,
cloud-based environment so you can tinker with the data and problem
solve in real-time using different techniques and strategies. You can
immediately see what’s working, what’s not and what might be possible.
Imagine this self-contained ecosystem is built specifically for
marketers with curated data sets and pre-configured models to further
reduce guesswork, hassles and delays.
The ideal workspace actually exists. It’s called Equifax
Ignite® for Prospecting, and here’s a step-by-step guide on how it
can help you market better in today’s unsettled market.
Step 1: Simplify how you access and manage data.
When your marketing data is siloed in different systems, you
can’t see the bigger picture of your prospects and customers.
Likewise, prepping it for use in marketing analytics can be a
nightmare. Instead, Equifax Ignite for Prospecting provides a
centralized location where you can store, access, and manage all
your data. This simplifies everything by downsizing your data
management efforts across multiple systems and platforms into a
secure, cloud-based environment, where you can:
Prep, ingest, key/link and organize disparate
data, and prepare it for analytics.
Connect, synthesize and organize siloed data
Create a holistic, single
“source of truth,” which makes your data more
Easily move data to your
chosen delivery platforms (e.g., data
If your goal is to get to market faster, this step alone can
get you there by shaving weeks, even months, off your timeline.
Step 2: Understand where prospects are “right now” by
expanding your data.
It’s difficult to adjust your prospecting strategy if your
marketing data remains static. Knowing this, Equifax Ignite for
Prospecting was purpose built to be “data agnostic.” It is capable of
ingesting different sources and types of marketing data. This enables
you to build new models and tweak existing ones using a mix of the
best data available on the market. This can include:
Your own marketing data, including prescriptive
historical campaign data.
Vast and unique
Equifax data assets including exclusive consumer wealth, asset,
and lifestyle data; hundreds of credit attributes; 100 percent of
Equifax U.S. credit data (and historical archives); custom scores;
alternative data and more.
refreshed data that’s updated weekly and sometimes daily.
Data from other partners or third-party providers.
Enriching your data can provide prescient insight into
evolving consumer behaviors and preferences, and spark intelligent
pivots in your prospecting audiences, messaging and offers.
Step 3: Get to market, faster.
With Equifax Ignite for Prospecting, you get unparalleled
efficiency, scalability, and ease-of-use, allowing you to move faster.
Plus, with the all-in-one cloud-based analytic environment, there’s no
more jumping back and forth between different systems. In one spot,
Build top-performing models with consolidated
access to data, attributes and other analytic
resources from your business, Equifax and other third
Test, validate and refine
your models before launching.
your code using integrated Equifax delivery channels to
Adjust your criteria
with ease to adapt to changes in consumer behavior and
Unifying data and analytics under one solution can reduce
delays and streamline processes, both of which help accelerate your
time-to-market and lead you to marketing success much faster.
Step 4: Continuously evaluate and adjust your prospecting strategy.
For true marketing agility and on-point strategies, you need
real-time visibility into your campaigns. For this, Equifax Ignite for
Prospecting includes a built-in feedback loop that automatically
returns outcomes as they’re occurring.
This is game-changing. You can rescue underperforming
in-market campaigns, models and strategies and energize your
go-forward projects since emerging insights and trends (i.e.,
campaign outcomes) are continuously fed back into your Equifax
Ignite analytic ecosystem. Specifically, the feedback loop allows
Flag or tag consumers for differentiated
Perform faster reject inferencing
and swap sets.
Experiment with “what if”
analysis before, during and after campaigns.
Evaluate champion/challenger performance and view trends.
Assess, adjust and test your strategy prior to pushing
Securely evaluate data sets
and understand key indicators like hit rates, score distribution,
Better understand consumer behaviors—where
they’re opening accounts (i.e., with you or another provider),
what products they use, their credit score, account performance,
etc.—and use these insights to improve your strategies.
With Equifax IgniteⓇ for Prospecting, you can build more
agile, data-driven prospecting strategies. These lead to improved
performance regardless of what's happening in the economy. With the
right tools and processes on your side, you can simplify and speed
up your data and analytic processes, while also ensuring your
strategies and outreach align with shifting consumer behaviors.
Check out our brochure today! VIEW NOW