Clients will share their own email lists – hashed to preserve anonymity – with Rapleaf. Rapleaf compares these email addresses with its own database and charges the client for each data field or category that certain email addresses have been grouped under (e.g., the email addresses of consumers who have recently purchased a home, are discount shoppers and have x number of children).
The company claims that the email addresses are hashed and that all the data is anonymized. (Rapleaf also claims on its website that consumers can view, edit or opt out of its database.)
Rapleaf’s technology, Davis said, complements TowerData’s focus on helping direct marketers validate and update their customer contact information. Earlier this year, TowerData released its Email Intelligence product, which provides the name, demographic information, postal address and alternate email addresses associated with an email address.
“With the addition of Rapleaf,” TowerData CEO Tom Burke wrote in an email, “TowerData can now provide valuable insights about your customers as we clean your email list - giving email marketers the data they need to create relevant and engaging messages.”
The integration process between the two companies is expected to be completed in mid-2014, according to Davis. In addition to competing with other database providers such as Acxiom, Experian and Epsilon, TowerData also competes with Facebook, which unveiled on Friday an expansion of Custom Audiences to enable brick-and-mortar storeowners to determine whether their Facebook ads drove in-store sales.
Businesses can send information collected from surveys or in-store purchases – including encrypted sales data, email addresses, street addresses and telephone numbers – analyze it through Facebook Custom Audiences tool to determine how many users who saw ads eventually made a related purchase.