Derek Dubner
Analyst · Threshold Capital. Your line is open.
Sure. So we haven't put anything out publicly out there, Peter. I guess, several states think this is public, but we are probably in excess of 120 million today in the consumer database, and I believe that's the higher, we are running analysis on it now. Net data and the premise for acquiring Fluent as to the data have not changed the premise for that acquisition. That data is a key differentiator to the competition in our market. As you may know on the traditional risk management public record search products and companies out there, it's highly transactional data, public record data such as motor vehicles and bankruptcies, leans and judgments and mortgages and the like. So by individuals conducting their daily activities in commerce, they sort of leave their footprint and it's highly transactional data. But what we are getting on the consumer marketing side of the business is heavy data inflow sort of conversationally with the consumer. The consumer is interacting with our owned media properties, whether at the incentive base or whatever else. And they are providing information on a regular basis. Now, there are few keys to that. It's not just that first visit, but they maybe interested in 90 days from now in some other type of incentive or something that might be interesting in their life like re-financing a mortgage or an auto, and they will interact again. And for us, that's an update to data, and that's important on the marketing side of course, because Fluent makes the ads more relevant to the customer. It's increasing the consumer experience, and its one thing -- it's making the consumer want to engage more in the future. None of us want to be engaged with your irrelevant ads. We all know what happens in that business. There is nothing interesting about that over the last decade and a half. Their interactions go away. There is attrition on the datasets. Fluent does not do that. They are doing the opposite. They are making it a relevant and engaging experience, and they are driving that data in. Now with that data, we are seeing information that we traditionally wouldn’t see on the other side of the business, on the risk side of the business. Again, let's extract from the risk side of the business for this conversation though, set early regulated data. That data is off on the side. Well, when we look at those consumers interacting, it's that type of a slice of America where they might be frequent movers, they maybe an apartment as opposed to an owner, they may have multiple cell phones and household and set of landline, and as I view it as an example, you may get those 22-year-old millennials who are now so commonly living back in mom and dad's house. So, that's very important data. It's underserved consumer or that future consumer that has yet not laid any footprint out in industry. So that's a very valuable data asset.