Nine partners with Equifax to boost finance and insurance customer data offering

The media giant is set to leverage Equifax’s rich insights and consumer segments across the Nine Digital network

  • Nine's chief digital and marketing officer, Alex Parsons
View all images

Nine has struck a new strategic partnership with global information solutions company, Equifax, as the publisher looks to further extend its offering to better serve finance and insurance clients.

The deal will allow Nine to leverage Equifax’s insights and combine these with consumer segments across the Nine Digital network. The company said the new offering would allow advertisers to extend their offerings to new audiences.

Nine’s chief digital and marketing officer, Alex Parsons, is a firm believer in first-party data ownership and insight. Since buying Microsoft out of ninemsn and Mi9 in late 2013, the Nine Entertainment Company has been working to build up its internal audience data sets and capability.

Nine's chief digital and marketing officer, Alex Parsons
Nine's chief digital and marketing officer, Alex Parsons

In recent months, Nine has launched a series of key data partnerships with LiveRamp, Data Republic and Red Planet. All are aimed at ensuring it is highly competitive in the data space and able to offer marketers better segmentation and the ability to target the right consumers.

“This new deal with Equifax represents another important partnership helping Nine to build the power of its data offering,” Parsons said. “We believe this new deal will be particularly attractive to marketers and agencies working in the finance and insurance space, who will be keen to leverage the power of Equifax’s rich insights.

“At Nine, we have a data platform-agnostic approach and have been very focused on having a number of successful partnerships with key data players who we believe can give our clients maximum value.”

Through this partnership, Nine will launch Equifax’s extensive descriptive and predictive consumer segments across its online properties. These include news website, nine.com.au, lifestyle and celebrity properties across the 9Honey Women’s Network and TheFix.com.au, as well as sports/fitness properties such as WWOS.com.au and 9Coach.com.au.

“Marketers are facing growing challenges regarding the speed and depth of relevant insights when trying to reach their target audience online," Equifax head of digital and partnerships, Luis Fleita, said. "This partnership enables them to use relevant data and insights to create new customer segments.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu    

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

While a lot has been said about AI and machine learning, I don't see it put to extensive use as yet. I will be happy to have it help the ...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in