Smaller companies looking to lock down the best possible targets for their marketing campaigns are set to benefit from a new deal between direct marketing business Baton and the three biggest companies in the local data industry.

Baton revealed today that is has completed contracts to market data for New Zealand Post, Acxiom and Veda Advantage, allowing the company to cross-reference data offerings from the three biggest consumer data owners in the country.

Baton managing director Andre Dromgool says this allows its clients to reach any NZ Post business address or any of the 265,000 businesses that Veda holds contact records for.

He says smaller companies will now be able to choose dozens of potential selection categories, reducing mail and printing costs by targeting only potential customers.

“Most companies outside the largest 1000 (by volume of post) are not directly offered this type of data, so we are pleased to be able to provide any New Zealand business with a service normally only offered to corporates.”

New Zealand Post owns and manages the data for over 1.84 million unique delivery points throughout the country, including PO Box and RD addresses, while Arkansas-based Acxiom’s consumer prospect database includes 1.3 million households and 1.5 million individuals.

Veda Solutions Group’s databases hold credit records on all of the credit active commercial population, with its Titlebase consumer database containing about 800,000 data records connected to property ownership and its Driving Force database containing 1.8 million consumer records and 84,000 business records relating to vehicle ownership.

Baton already owns AssetBase, which lists the wealthiest investors in New Zealand equities, and ConferenceBase, a database of local organisations that hold meetings and conferences.

Mr Dromgool says that the agreement with Veda and Acxiom also enables the company to supply phone numbers for any business or residence in New Zealand, as both firms have recently announced agreements with yellow.co.nz for number appending.