Information Arts combines top data suppliers in Omni database

by Nikki Sandison, Brand Republic 12-Jun-08, 12:40

LONDON - Information Arts is launching Omni today, the only database that incorporates data records from Dun and Bradstreet, Harte Hanks, Acxiom, Euro Direct, Corpdata, Oscar Research, Market Monitor and Data HQ.

Following the withdrawal of Dun and Bradstreet's data from PH Group's MegaFile, the Omni database claims to be the only database in the UK and Europe which contains its data as part of the blend.

Information Arts said that Omni will allow it to build on the strengths of each data supplier in order to achieve more of a complete view than any single source, giving marketers the insight to target marketing activity effectively and increase return on investment.

In the UK, Omni classifies approximately 4.2m businesses and over 10m individual decision makers.

In Europe, Omni combines Dun and Bradstreet with multiple directory sources to provide a comprehensive service, enhanced for the IT sector by blending information from Harte Hanks CiTDB product.

The CiTDB data tracks technology installations, business demographics and key decision makers in more than 20 European countries.

Simon Lawrence, CEO of Information Arts, said: "Most data providers still seem obsessed by the 'mines bigger than yours' argument and miss the customer perspective entirely.

"Omni has not been built simply to be the largest file available, but to deliver real insight and to provide the most appropriate manner, to our clients -- whether they are marketing in just the UK or Europe."