Executive Summary (This is a document excerpt)

This week, Equifax announced that it will acquire BeNOW, an up-and-coming database marketing services provider headquartered near Boston. The deal makes sense for Equifax, which can now tap into the demand for managed marketing databases — and bolster sales of its high-margin data products. However, to get the most out of the acquisition — and to manage the risks associated with combining data brokerage and marketing services — Equifax should manage its new database business separately from its core data business and maintain a disciplined focus on the midmarket.

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