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Equifax: Services
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This week, Equifax announced that it will acquire BeNOW, an up-and-coming database marketing services provider headquartered near Boston. The deal makes sense for Equifax, which can now tap into the demand for managed marketing databases — and bolster sales of its high-margin data products. However, to get the most out of the acquisition — and to manage the risks associated with combining data brokerage and marketing services — Equifax should manage its new database business separately from its core data business and maintain a disciplined focus on the midmarket.
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These were the key components of a meeting here at the Waldorf-Astoria on Sept. 7 with Owen Flynn, group executive for marketing services at Equifax. The interview was part of Equifax’s investor day program.
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The move is part of Equifax's strategy to broaden its services. It currently does little business internationally and it is looking to Kroll, with its extensive overseas contacts, to assist in that area.
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Checking account customers must enroll for the free service at a co-branded Equifax website. It's a jury-rigged sign-up process that requires the use of an offer code that includes the customer's 13-digit SunTrust checking account number.
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