Datalicious Enhances Marketing Measurement Through Facebook Partnership


Global Datalicious Relationship Expands People-based Cross-device Marketing Attribution

Equifax Inc., (NYSE: EFX), a global information solutions provider, and its subsidiary, Datalicious, the global marketing data specialists, today announced a multi-touch attribution measurement partnership with Facebook.

Through this partnership, Datalicious will gain the ability to attribute across media channels to measure campaigns using a more accurate people-based approach. Marketers upgrading to this people-based marketing attribution could continue to unlock additional value in advertising across all of their campaigns.

This new partnership delivers a clear understanding of how paid media influence customers and prospects on Facebook and its properties. Marketers can now understand how their Facebook campaigns compared to other media investments and how Facebook can complement other channels to drive conversions or in-store visits. A recent study conducted by Facebook and Datalicious, with three Australian brands, found that there is potential for 33 percent improvement in ROI when levels of spend match the attributed return, as measured leveraging people-based data.

The partnership also demonstrates Facebook’s commitment to providing increased transparency and choice when it comes to measuring ad campaigns. Multi-touch attribution via Datalicious is done without the use of personally-identifiable information, as marketers have come to expect from a trusted data steward such as Equifax.

“Today’s marketing landscape is broken up among multiple channels, and marketers must be able to understand how each one affects their sales,” said Christian Bartens, CEO and Founder, Datalicious.

“Facebook has built a reliable system that allows marketers to reach consumers across devices and browsers. We’re honoured that Facebook has selected Datalicious as one of the first few marketing partners to offer the ability to measure Facebook alongside other media.”

About Equifax
Equifax is a global information solutions company that uses trusted unique data, innovative analytics, technology and industry expertise to power organisations and individuals around the world by transforming knowledge into insights that help make more informed business and personal decisions. The company organises, assimilates and analyses data on consumers and businesses worldwide.
Headquartered in Atlanta, Ga., Equifax operates or has investments in 24 countries in North America, Central and South America, Europe and more recently in the Asia Pacific region, with the acquisition of Veda, a data analytics company and the leading provider of credit information and analysis in Australia and New Zealand. Combined the companies bring nearly 170 years of data and insights experience to the marketplace. 
Equifax is a member of Standard & Poor's (S&P) 500® Index, and its common stock is traded on the New York Stock Exchange (NYSE) under the symbol EFX. For more information, visit

About Datalicious
Datalicious is a global full-service data analytics agency. From its origins as a specialist consultancy based in Sydney, Australia, the company attracted investment from the Equifax Group, and has expanded globally through its growing product and services divisions. Datalicious products include the SuperTag tag manager, DataExchange user ID management tool and OptimaHub customer journey analytics and marketing attribution platform.

Andrew Newell | General Manager, Datalicious