Experian unveils an Irish Electoral Register substitute

by Sarah Woods, Brand Republic 13-Jun-06, 07:30

LONDON - Experian has launched an alternative to the Electoral Register in Ireland, following research showing that only 5% of the official register will be available for direct marketing activities.

The alternative register National Canvasse Ireland is for marketing professionals and aims to give a comprehensive picture of the Irish adult population.

The data, which was collated in Ireland from information supplied by consumers, is current and accurate allowing companies to target campaigns more effectively.

National Canvasse Ireland also acts as a data pooling cooperative and third-party data owners are being invited to join.

Lorcan Lynch, director of Experian's Irish marketing services division, said: "There has been much debate in recent weeks about the Electoral Register.

"It is widely accepted by many in the industry that it is of very limited use to marketing professionals, given the quality of the data and the regulatory issues around its use for marketing purposes."

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