Trans Union Corp. announced the development of PIC, a predictive marketing tool for the financial services industry.

PIC, which stands for prospect identification and classification, represents a merger of the Trans Union Lists MasterFile with SRI Consulting's Macro Monitor survey.

The companies worked with Locus Group to merge the multiple files into hybrids.

The Trans Union MasterFile has data on 140 million Americans, while the SRI data base holds consumer attitudes and preferences. PIC can identify targets for products like mutual funds and annuities and marketing strategies like cross-selling. Predictive scores allow for prioritizing of likely prospects.

PIC combines the ease of list selection with custom modeling, said Jan Davis, vice president and general manager of Trans Union Lists. "Because our data (are) individual and behavioral, we can offer a more accurate score."

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