Word: equifax
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...technologies have worked as promised; others haven't. For every success story like compact discs or Nintendo, there are fizzles like picture phones and home computers. And in some glaring instances, the industry has been its own worst enemy. The sale of credit information by companies like TRW and Equifax hurt the market for automated credit services; sleazy, heavy-breathing 900-number telephone services created a mounting backlash against audiotext...
...When Lotus Development Corp. of Cambridge, Mass., announced a joint venture with Equifax, one of the country's largest credit-rating bureaus, to sell a < personal-computer product that would contain information on the shopping habits of 120 million U.S. households, it received 30,000 calls and letters from individuals asking that their names be removed from the data base. The project was quietly canceled in January...
...targeted price range. They can tap into lists from major compilers, like Donnelley Marketing of Stamford, Conn., whose data base details the buying habits of 80 million households, or into various computerized systems that identify neighborhoods by consumer behavior. They might pay credit agencies like TRW of Cleveland and Equifax Inc. of Atlanta to draw up sophisticated demographic models, consumer profiles and potential customer lists. A thorough computer sorting of all these sources -- which sometimes includes information from up to 100 lists -- will then turn up a list of customers who might respond positively to a pitch for a home...
Despite the scorn the pitches often elicit, there are indications that consumers don't mind the junk deluge as much as they sometimes say. A national survey released last June by Equifax found that direct-market mailings stimulated 54% of all Americans to make at least one purchase. One of every six Americans has made six or more purchases through the mail. By contrast, only 15% have bought at least one item through TV home-shopping clubs, and only 14% have responded to telephone solicitations...
...records, some analysts believe glitches are more common. According to a study by James Williams of Consolidated Information Services, a New Jersey credit bureau, 40% of the 150 million people with credit histories on file with the three largest repositories -- TRW in Orange, Calif., Trans Union in Chicago and Equifax in Atlanta -- have one or more errors in their files...