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ATLANTA, Nov. 28, 2012 /PRNewswire/ -- Up to 21 percent of a financial institution's consumer accounts in a portfolio may also be small business owners or principals, according to a recent Equifax (NYSE: EFX) data analysis presented as part of a webinar entitled, "Increasing the Value of Your Data Across the B2B Sales & Marketing Ecosystem," which also featured Megan Heuer of SiriusDecisions.

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"This finding is important because it represents a valuable opportunity for financial institutions to generate new revenue and wallet share of existing customers who may be wearing two hats – that of a consumer and a small business owner," said Dennis Behrman, assistant vice president of Product Innovation for Equifax Commercial Solutions. "The key is to be able to link consumer and business portfolio data into a 360-degree view that identifies those retail customers who also are profitable business-to-business targets. Armed with this knowledge, financial institutions can better understand and respond to the needs of those customers with tailored products and services, which can yield dividends immediately."

Behrman pointed to the patented data-linking technology in Equifax's new EFX Link™ product that can provide this new 360-degree view into a retail customer's small business data, providing information such as business name, annual sales and revenue, annual spend and geographic location.

The traditional customer view is limited in that it treats each entity as a different account, separating consumer data from business owner data. Being able to securely connect and consolidate the two datasets into one accurate, cohesive 360-degree view not only provides a better understanding of the customer, it also offers insight into the internal and external factors that influence their financial behavior. This knowledge can help facilitate better and faster decision-making when it comes to customer offers.

To view a replay of the webinar, please visit http://www.equifax.com/webinarEvents/marketing/commercial/EFX-SD_Increasing_Value_Webinar_101812.wmv. For more information about EFX Link, visit http://www.equifax.com/efxlink, view the small business pathfinder infographic or download the EFX Link whitepaper.  To learn more about Equifax Commercial Solutions visit www.equifax.com/commercial.

Equifax Commercial Information Solutions

Equifax Commercial Information Solutions is the leading provider of small business intelligence. We provide the information and expertise necessary for companies to best understand and manage their dealings with small business to enterprise customers, prospects and suppliers. Our best-in-class commercial credit risk data, combined with highly predictive scoring, corporate linkage, and innovative technology, enables companies to make quick, confident credit decisions and minimize potential losses. Leveraging our EFX ID® keying and linkage technology, companies can also gain greater B-to-B visibility into their customers and prospects as well as improve the precision of their sales and marketing efforts - from customer acquisition to retention and growth.

About Equifax

Equifax is a global leader in consumer, commercial and workforce information solutions, that provides businesses of all sizes and consumers with insight and information they can trust. Equifax organizes and assimilates data on more than 500 million consumers and 81 million businesses worldwide, and uses advanced analytics and proprietary technology to create and deliver customized insights that enrich both the performance of businesses and the lives of consumers.

Headquartered in Atlanta, Equifax operates or has investments in 18 countries and is a member of Standard & Poor's (S&P) 500® Index.  Its common stock is traded on the New York Stock Exchange (NYSE) under the symbol EFX. For more information, please visit www.equifax.com.

SOURCE Equifax