3 Sep 2012: Abacus has partnered with Equifax to implement an enhanced Single Customer View (SCV) on the Abacus data pool which enables it to link transactions of consumers after they move house.

This has been applied retrospectively to achieve a more complete purchase history for individuals that have moved once or multiple times.The overall Abacus universe of regular home shopping buyers and recent transactions is now linked with historic purchases to provide greater depth of data, with improved accuracy.

This will play an immediate role in predicting buyer behaviour in prospecting models for all home shopping merchandise categories. Improved targeting is particularly significant in the consumer segment of younger and more affluent home shoppers. Consumers aged 35-54 tend to move most often due to life changes, for example, having children or career development. The improved data also enhances customer database selections, as transactional information associated at customers’ former addresses can be used.

Abacus Country Director, Lara Bonney, commented: “Abacus constantly searches for ways to add value for members and recognises that marketers demand better and cleaner data. This upgrade demonstrates Abacus’ commitment to providing high quality, performing data and will become standard at no extra cost to customers. We look forward to seeing the outcome in future campaign results”.