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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Building a human-curated brand

If the FANG (Facebook, Amazon, Netflix, Google) sector and their measured worth are the final argument for the successful 21st Century model, then they are beyond reproach. Fine-tuning masses of algorithms to reduce human touchpoints and deliver wild returns to investors—all with workforces infinitesimally small compared to the giants of the 20th Century—has been proven out.

Will Smith

Co-founder and head of new markets, The Plum Guide

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

It's a pretty interesting article to read. I will learn more about this company later.

Dan Bullock

40 staff and 1000 contracts affected as foodora closes its Australian operations

Read more

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

Latest Podcast

More podcasts

Sign in