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Infutor Enhances its ID Suite with Ruf Connex Audience Clusters

News & Events2-27-19

Unified Identity Resolution and Segmentation Solution Is First Real-time Analytics-Driven Offering to Help Marketers Reliably Identify and Reach Their Best Customers

Oakbrook Terrace, Ill., February 27, 2019 – Consumer identity management expert Infutor today announced that it has added Ruf Strategic Solutions’ Connex Audience Clusters to the Infutor ID Suite enabling for the first time real-time inbound identity resolution and analytics-driven segmentation in a single solution.

Connex Audience Clusters enable marketers to identify groups of their most profitable customers and prospects based on their unique KPIs across seven cluster types: Household, Family, Neighborhood, Digital, Generations, Life Stage and Messaging. The segmentation and analytics tool helps marketers focus their resources on high propensity audience segments featuring thousands of unique lifestyle traits including geographic, demographic, psychographic and technographic characteristics, as well as media consumption, brand preferences and buying behaviors.

“Rather than trying to appeal to everyone, today’s marketers need ways to hone in on their most promising customers and prospects through personalization – it is the classic 80/20 marketing rule,” said Gary Walter, CEO of Infutor. “Integrating Connex consumer behavior and lifestyle analytics with our ID Suite makes it possible for marketers to ensure they are accurately identifying and engaging their most promising audiences with relevant insights.”

By combining identity resolution and cluster analytics, the Infutor ID Suite enables marketers to identify inbound consumers in real-time that align with high performing cluster audiences, and immediately engage with them through multiple marketing channels. Accurate and up-to-date identity data that is cleansed, corrected, completed and enhanced is an essential component of high-performance customer segmentation.

Identifying the unique lifestyle, media consumption and purchase behavior insights of top performing audience clusters helps marketers retain valuable customers and acquire new customers by targeting look-alikes of their most profitable audience segments, identify and target untapped market niches and maximize conversion and lifetime value with meaningful messaging and offers. The unified solution also helps to convert top prospects with campaigns delivered to their preferred channels, cross-sell and up-sell complementary products/services based on consumer behavioral and lifestyle traits and build and maintain customer loyalty by cultivating personalized engagements.

According to Forrester Research in its “Customer Analytics Playbook,” Feb 1, 2019, report, “The data explosion in the past few years means that firms have more complex data integration and insight-generation challenges. They need an analytics capability that is fast, agile, and scalable. Moreover, customer analytics must now deliver contextual insights, not just binary, one- dimensional insight about purchase behaviors and marketing response.”

Infutor acquired Ruf Strategic Solutions in December 2018 with the goal of integrating Ruf’s extensive suite of consumer analytics with Infutor’s real-time identities and attribute-driven profiles to offer marketers a deeper understanding of their consumers and aid data-driven business decisioning for their acquisition, retention and optimization strategies.

About Infutor

Infutor is the expert in data-driven consumer identity management. The company is solely focused on enabling brands to instantly gain access to the most complete and accurate information about consumers, exactly when they need it, to make informed marketing and risk mitigation decisions. Infutor’s mission is to deliver solutions that accurately identify consumers before, during and in-between engagements, giving brands a secure, privacy compliant foundation to improve inbound engagement and outbound omnichannel marketing reach, and to minimize losses due to fraud and non-payment. Infutor acquired Ruf Strategic Solutions in 2018 for its extensive suite of customer analytics that aid marketers’ data-driven decisions. Led by information industry veterans, Infutor is a privately held company founded in 2003 with strategic investments from Norwest Venture Partners. Infutor is headquartered in Oakbrook Terrace, Ill.  For more information, visit www.infutor.com.

About Ruf Strategic Solutions, an Infutor company

For decades, Ruf Strategic Solutions has been helping results-oriented marketers achieve their goals with marketing analytics and segmentation solutions that improve consumer engagement, drive conversions and maximize marketing ROI. In 2018, Ruf was acquired by consumer identity management expert Infutor. The combination of the companies creates a comprehensive solution, integrating Infutor’s foundational consumer identity and attribute data with Ruf’s powerful analytics platform to give brands a complete suite of identities, attributes and consumer intelligence in one place. The firm’s combined expertise and passion for client success continues to empower brands with essential, actionable and measurable marketing intelligence.

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