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Epsilon adds analysis to data segments

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Dallas—Multichannel marketing company Epsilon has upgraded its TotalSource Plus database, adding information about customers' propensity to engage with a brand or product, or to make a purchase. Called Market Trend, the tool identifies those prospects who have, or who are most likely to have, a proven interest in particular products or services. The service also helps identify potential customers with similar behaviors to existing customers based on a predictive score, the company said. Market Trend, which covers six industries, also offers such information as likelihood to purchase insurance online, likelihood to use cash-back rewards cards and propensity to travel internationally, Epsilon said.
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