Infutor scales its consumer insight capabilities

In the latest contribution to solving the consumer identity puzzle, consumer data management company Infutor today announced a new product, Total Consumer Insights (TCI). TCI aggregates privacy-compliant behavioral and household attributes on 266 million US consumers and 120 million households.

The scale of the data-set is comparable to the U.S. consumer data-sets maintained by Epsilon and Experian (approximately 200 to 300 million profiles). It incorporates predictive attributes such as age, household income and gender, and is built on Infutor’s deterministic data-based TrueSource Identity Graph.

We spoke to Zora Senat, recently promoted from VP of Strategic Partnerships to SVP of Marketing and Partnerships at Infutor, about what the offering means for marketers.

Third-party Validation. “There are hundreds of signals on this file,” she said, “which is the largest difference between TCI and our Total Demographic Profiles file, which is the product that preceded it.”

In an independent assessment of data quality by data scoring firm Truthset, Infutor’s Total Consumer Insights data accuracy was especially high in identifying young adults, scoring 34% better than the average of all providers in correctly identifying the 18-24 year old set. “If you think about Experian, Acxiom and Infutor, our identity graphs are largely rooted in offline data, so the larger the paper trail, the more complete and accurate signals we have on any individual. So typically, all these data-sets skew towards older individuals.” The benchmarking for the younger age group was, therefore, gratifying, Senat said.

Shifting focus. “Infutor has been kind of behind the scenes of many of the data compilers and aggregators that are out there,” said Senat. “Now we’re moving a little bit more downstream, focusing our products, and the deployment of said products, more toward the brand and the agency.”

TCI is explicitly viewed, therefore, as competitive with other products in the market. “Historically, Infutor has been very good at standardizing, cleansing and enriching data, and we’ll continue to do all of those things, but beyond that we want to complete the cycle and move into activation and measurement.”

Infutor will be integrating this product with LiveRamp’s IdentityLink and The Trade Desk’s Unified ID 2.0. “We’re trying to create an identity graph that is agnostic to any deployment platform that’s out there.

Living in the FLoC world. While TCI is designed to support segmentation and audience creation, marketers are on the brink of a world in which Google seems set on becoming another walled garden, allowing advertising only to its own FLoC-based audiences.Will there be any opportunity on the open web to activate the kinds of audiences TCI can enrich?

“What we can do here is resolve first-party data to the persistent IDs in our TCI file better than most of the competitors who have competitors to TCI. If we can have a high enough match-rate, our signals can be used to inform how you market to your first-party data. That’s the primary use case and application that we’re driving,” Senat explained.

Why we care. Infutor’s new product is yet another piece in the complex jigsaw puzzle of consumer identity. It’s part of the trend of leaning heavily on first-party data profiles, while attaching demographic and behavioral signals to those profiles. The message heard from many sides right now is that first-party data, for all its limitations, will be the bedrock of marketing going forwards.