Equifax’s core activity is as a credit reference agency, however, the company also provides other services such as marketing data broking. The company operates globally and describes itself as “a global information solutions company that uses unique data, innovative analytics, technology and industry expertise to power organizations and individuals.” Equifax says that it “organizes, assimilates and analyzes data on more than 820 million consumers and more than 91 million businesses worldwide, and its database includes employee data contributed from more than 7,100 employers.”

We are concerned with a number of Equifax’s services and products, including the Equifax Household composition, which “combines [Equifax’s] extensive data assets to create a view of residents at a property, including children. It can provide accurate and actionable insights on which to build a successful marketing strategy”, Equifax's Marketing connections which has over 800 characteristics for profiling and segmentation, and many other areas of the company's work.