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12:16 PM
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21st Century Taps Epsilon for Third-Party Consumer Data

The direct writer says Epsilon's data will help it optimize its one-to-one marketing.

Wilmington, Del.-based 21st Century Insurance and Dallas-based Epsilon have reached an agreement under which the latter will provide the former with consumer data.

The data includes demographic and lifestyle information with the goal to help 21st Century create targeted marketing campaigns for prospects. The insurer, which writes P&C coverage, distributes exclusively through direct-response channels, including the Internet.

"As a direct-to-consumer insurer, it's imperative that we leverage data to identify consumers who may benefit from our products and services. Data allows us to remain relevant to our target audience. Epsilon has the richest data available and can provide us with the clearest snapshot of our core customers and prospects," Ben Moore, VP of marketing at 21st Century, says in a statement.

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio

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