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Equifax National Decision Systems and ADVO Inc. team up to provide new level of target marketing.

SAN DIEGO--(BUSINESS WIRE)--June 4, 1996--Targeted mailing programs now can reach new levels of accuracy and efficiency as a result of an agreement between San Diego-based Equifax National Decision Systems and Connecticut-based ADVO Inc.

The agreement allows the enhancement of ADVO's direct mail and merchandising programs by applying Equifax National Decision Systems' consumer segmentation system, MicroVision, to ADVO's national address files.

MicroVision uses demographic data and aggregated consumer demand data at the ZIP+4 level of geography to classify every household in the United States into unique market segments. Each segment consists of households that share similar interests, purchasing patterns, financial behavior and demand for products and services.

MicroVision, the most widely used segmentation system, enables marketers to target those prospective customers who are more likely to purchase products or services in their product or service category or for a specific product spending pattern.

In the agreement, ADVO now may apply MicroVision to addresses by ZIP code, carrier route and ZIP+4. Mailing programs then can be directed to only those neighborhoods within MicroVision segments that are most likely to respond.

"Our relationship with ADVO will benefit many of the two companies' mutual customers by enabling them to direct their messages to the right customer segments," said Stephen Nye, general manager of Equifax National Decision Systems. "The joint program will provide retailers with much more leverage than by using each company's products and services separately."

"Our vision to be the targeter of choice for response-oriented advertisers drives us to find strategic new ways to service our clients," said Robert Muzzy, ADVO's vice president of microtargeting. "This new agreement will clearly enhance our offerings to our mutual clients. They will be better served with more specific and more efficient targeting capabilities."

More information on the program is available from Equifax National Decision Systems, 5375 Mira Sorrento Pl., Suite 400, San Diego, Calif., 92121, telephone: 800/250-7817, Internet home page:, or from ADVO, One Univac Lane, Windsor, Conn., 06095-0755, telephone: 860/285-6205.

ADVO is the nation's largest Microtargeting services company, with annual revenues of more than $1 billion. ADVO specializes in targeted shared and solo direct mail services to provide customized targeting solutions.

Equifax National Decision Systems is the nation's leading value-added marketing information company, specializing in marketing decision support services, delivery systems and quality data. It is a subsidiary of Equifax Inc. (NYSE:EFX).

CONTACT: Equifax National Decision Systems, San Diego

Karen Thomas, 619/677-9568
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Publication:Business Wire
Date:Jun 4, 1996
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