Skipton data powers REaD's GAS

Direct marketing company the REaD Group is to use data from Skipton Information Group to power GAS Reactive, its new UK movers / goneaways file.

GAS Reactive is designed to identify consumers who have moved, where they have moved to, and update their old address with details of the new occupier - an essential direct marketing and customer management tool in an age when up to 40% of home movers fail to inform companies they have a relationship with.

Skipton Information Group, which includes marketing information company EuroDirect and credit reference agency Callcredit, is one of the UK's largest database businesses, maintaining an array of accurate, up-to-date public and proprietary credit and marketing data on more than 40 million UK consumers.

The data available to REaD, will include EuroDirect's Data Exchange, the largest UK shared prospect pool, combining data contributions from a wide range of data partners and client contributors.

Commenting on his company's strategic partnership with Skipton Information Group, Mark Roy of The REaD Group said:

"We are confident that the power of Skipton Information Group's data will give GAS Reactive a competitive edge."

Mike Green, chief executive of Skipton Information Group, added:

"The REaD Group has led the suppression industry and I am certain will also now be a leader in the customer retention arena through better use of data. We are delighted to be REaD's data partner on this exciting project."