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
cmo-xs-promo

Latest Videos

More Videos

Thanks for your feedback, Rabi. While we introduced the ROO concept using a marketing example, I also believe that it is pertinent to man...

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Thanks for your insight, Philip. Return On Outcome (ROO) requires balanced thinking with the focus on outcomes as opposed to returns.

Iggy Pintado

Introducing Return on Outcome (ROO) - Brand science - CMO Australia

Read more

Beautiful article.

Hodlbaba

15 brands jumping into NFTs

Read more

"Blue" is really gorgeous and perfectly imitates a human customer support operator. Personally, I won't order a chatbot development for m...

Nate Ginsburg

Why the newest member of BT’s contact centre is a chatbot

Read more

As today’s market changes rapidly, the tools we use change, and it is important to adapt to those changes to continue to succeed in busin...

Anna Duda

Report: 10 digital commerce trends here to stay

Read more

Blog Posts

How the pandemic revealed the antidote to marketing’s image problem

What does marketing truly ‘own’ in most organisations? Brand and campaigns, definitely. Customer experience? That remains contested ground.

Murray Howe

Founder, The Markitects

Still pursuing a 360-degree view of the customer?

On the Internet, nobody knows you’re a dog.” It may have been true in 1993 when this caption to a Peter Steiner cartoon appeared in the New Yorker. But after 30 years online, it’s no longer the case.

Agility in 2022

Only the agile will survive and thrive in this environment and that’s why in 2022, agility will need to be a whole-business priority.

Sam McConnell

Melbourne bureau chief, Alpha Digital

Sign in