Latest Strategic Acquisition Expands Infutor’s TruthSet™ Identity Graph; Increasing Authoritative Identities and Affinity Intelligence
Consumer identity management expert Infutor announced that it has acquired Dunn Data Company, a New York-based marketing intelligence provider specializing in consumer identity, demographic, lifestyle, and affinity attribute solutions. With a sterling reputation of working with consumer marketing data for more than 40 years, Dunn’s vast and high-quality consumer transactional data sets combined with zero- and first-party self-reported and inferred attribute data will enrich Infutor’s extensive TruthSet Identity Graph.
Combined with the Ruf acquisition in late 2018 which added a powerful suite of consumer analytics and unique segmentation capabilities, the Dunn Data Company addition affords marketers the ability to further personalize their engagements with consumers through a deeper level of attribute data. Marketers leveraging Infutor’s identity graph now have access to Dunn’s Consumer Affinity Index (CAI), which is a modeled index of consumer interests based on various transacted and self-reported data elements arranged into more than 700 categories and scored regarding intensity of interest. The CAI provides rich engagement profiles based on a consumer’s level of affinities indicated by digital and offline transactional data, e.g., digital shopping carts, catalog purchases and publisher data.
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“Infutor has built a reputation of expertise on the strength of our identities, and our singular focus on consumer identity management. Last year, we purchased Ruf so we could add actionable intelligence to our identity solutions suite and now with the addition of the Dunn data sets, we have further solidified our expertise with additional attribute intelligence,” said Gary Walter, CEO of Infutor. ”The combination of Infutor Identities, Dunn Attributes, and Ruf Insights creates the most actionable and most intelligent identity graph in the marketplace.”
Added Steve Dunn, CEO of Dunn Data Company “I couldn’t think of a better, more well-established and trusted organization to continue the legacy and evolution of our rich demographic lifestyle and consumer passion data sets.”
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In an effort to create a differentiated advantage and better compete, marketers are increasingly turning to consumer intelligence-driven solutions. According to a recent Forrester report “Predictions 2020: Customer Insights Firms Up Their Data And Analytics Game In Pursuit Of Better Customer Understanding,” “Technology-enabled consumer intelligence will overtake traditional market and customer/product research approaches. Disappointed with results to date, marketers will turn to consumer intelligence platforms that enable firms to find insights and act rapidly on trends in peoples’ behavior, motivations, and values.”
Infutor’s latest acquisition marks a banner year for Infutor as it continues to increase revenues and grow its product suite and employee base. This year alone, Infutor has received a number of awards including “The Sammys” Sales and Marketing Technology Award for its ID Max solution, the MarTech Breakthrough Award for Best Contact Database Solution, and was honored on the Inc. 5000, and by Crain’s Chicago and BuiltIn Chicago as a Best Place to Work. Additionally, CTO John Barnes was named a finalist for Technologist of the Year by the Illinois Technology Association.
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