Microvision® Targeting System Expanded; Now Offers Portrait Of "Daytime Consumers"

Shows Consumer Market Potential Near Workplace

SAN DIEGO, California, October 8, 1996 - Marketers now can locate and target their customers and best prospects by both their daytime and nighttime (home and work) locations with the addition of MicroVision®-Daytime to Equifax National Decision Systems’ consumer segmentation product line.

Any market and its demand for products and services can vary greatly from night to day. When workers move from home to the office, they become "daytime consumers." By combining the most current daytime employment and occupation information with its MicroVision residential segmentation system, Equifax National Decision Systems has developed a tool that provides an accurate portrait of daytime consumer behavior in the U.S.

"Now businesses can target consumers around the clock according to their location at different times of the day," said Stephen Nye, general manager of Equifax National Decision Systems. "MicroVision-Daytime will support restaurateurs, retailers, bankers, newspapers, and service providers in harnessing the demand of the working population to grow their businesses."

Hundreds of businesses use MicroVision to help choose locations, target direct mail, select appropriate merchandise, launch new products, develop advertising concepts, plan media buys, define trade areas and profile their customers, based on where they live. With MicroVision-Daytime marketers not only will be able to extend their market evaluation to the workplace but also create effective cross-sell platforms.

MicroVision categorizes every household in America into one of 50 market segments at the ZIP+4 level, based on demographic, socioeconomic, housing and aggregated consumer demand data. The households included in a segment have similar demographic characteristics, lifestyles, interests, media habits and purchasing behavior.

MicroVision-Daytime can be integrated with Infomark®, Equifax National Decision Systems’ desktop marketing tool, and linked to many other databases. It also can be used with ProphetPointTM, the company’s business-to-business marketing and forecasting system, and with other popular business software and mapping packages.

Individual MicroVision and MicroVision-Daytime reports, data sets or maps can be ordered by telephoning the company’s sales hotline, (800) 866-6510.

More information on MicroVision and MicroVision-Daytime is available from Equifax National Decision Systems, 5375 Mira Sorrento Place, Suite. 400, San Diego, Calif. 92121. Telephone: (800) 250-7817. E-Mail: prodinfo@ends.com. Internet Home Page: http://www.ends.com.

Equifax National Decision Systems is the nation’s leading marketing information company, specializing in marketing decision support services, delivery systems and quality data. The company services businesses in the real estate, retail, restaurant, banking, insurance, investments, utilities, telecommunications, cable, consumer products, publishing and other industries.

The company is a subsidiary of Equifax Inc. (NYSE:EFX), a leading provider of information services to businesses around the world. Established in 1899 in Atlanta, Equifax today employs more than 14,000 people in North and South America, the United Kingdom and continental Europe. Revenues for the 12 months ended June 30, 1996, were $1.7 billion.