What Exact Data does

Exact Data, founded in 2001 and headquartered in Chicago, is a direct marketing data services provider operating as a brand under Data Axle Inc. (formerly infoGROUP). The company targets small and midsize businesses seeking contact data for direct mail, email marketing, telemarketing, and digital advertising campaigns. Its proprietary database contains approximately 315 million consumer contacts and 15 million business contacts (with an alternative marketing-landing-page figure of 230M consumers and 69M businesses), compiled from thousands of sources including surveys, government records, licensing boards, municipal directories, and public records. Data hygiene is maintained through monthly NCOA (National Change of Address) processing, USPS CASS certification every 30 days, Delivery Point Validation, and a proprietary Email Change of Address (ECOA) capability.

The company's product portfolio spans core consumer and business mailing lists, data enhancement services (email, phone, social media appends), data hygiene services (NCOA, CASS, DPV, ECOA, deceased processing, email validation, MD5 hashing for ad-platform integrations), data licensing, and full-service marketing campaign execution (direct mail, email marketing with dynamic content and A/B testing, online display advertising, SEM, social media advertising). Salesgenie serves as a sub-brand offering a self-serve online interface to the same underlying database. Technology integration with Facebook and Twitter/X Custom Audiences is supported via MD5 hashing of emails and phone numbers.

Exact Data operates a hybrid go-to-market combining a self-serve online ordering platform (the Data Widget) with phone-assisted inside sales for customized list building, plus live chat support. Pricing follows a pay-as-you-go unit model, with postal lists starting at $90 minimum and combined email/postal lists starting at $180, with automatic volume discounts and price-matching against major competitors. The company is privately held and reports no disclosed funding rounds; its legal operating entity is ConsumerBase, LLC (Nebraska jurisdiction). It maintains compliance with GDPR, CCPA, the EU-U.S. Data Privacy Framework, and is registered as a Texas data broker, with disclosed 2024 CCPA request-processing metrics.

Name

Exact Data

Legal name

ConsumerBase, LLC

Website

https://exactdata.com

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

51–100 employees

Short description

Exact Data is a Chicago-based direct marketing data provider and subsidiary of Data Axle Inc., selling targeted consumer and business mailing lists, data append and hygiene services, and marketing execution to small and midsize businesses across the United States.

Ownership category

akta.pro rank

Product category

Marketing Data Services

NAICS

Directory and Mailing List Publishers (51314), Directory and Mailing List Publishers (513140), Direct Mail Advertising (541860), Advertising Material Distribution Services (541870)

SIC

Services-Direct Mail Advertising Services (7331), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Marketing Database & Contact Data Providers (B2B/B2C Lists) (BPAFAKAF)

akta.pro secondary industries

Direct Response & Database Marketing (Mailing Lists, Data Hygiene) (MPAAAIAK), Customer Data Platforms (CDP) & Identity Resolution (BPAFAFAD)

Keywords

• Direct marketing lists
• Consumer mailing lists
• Business mailing lists
• Data append services
• Data hygiene services

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain

Revenue model

1. Consumer and Business Mailing Lists: Sale of customized consumer and business mailing lists, including postal addresses, email addresses, and phone numbers. Lists can be segmented by demographic, firmographic, psychographic, and geographic variables. Revenue is one-time per list purchase with usage rights typically for one year.
2. Data Append Services: Services that add demographic, firmographic, or contact information (email, phone, social media) to customer existing databases. Consumer appends include age, occupation, interests; business appends include employee count, SIC/NAICS codes, sales volume.
3. Data Enhancement and Hygiene Services: Processing services including NCOA, CASS Certification, DPV, deceased processing, deduplication, and address standardization to improve database accuracy and deliverability.
4. Email Marketing Campaign Services: End-to-end email campaign management including deployment, creative development, testing, A/B testing, dynamic content personalization, reporting and analytics, and blacklist monitoring.
5. Data Licensing: Flexible licensing options for accessing the consumer and business contact database for internal marketing purposes.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Exact Data sells customized consumer and business contact lists (postal, email, and phone) for direct marketing campaigns, alongside data append, data hygiene, and end-to-end marketing services. The company maintains a proprietary database of hundreds of millions of consumer and business contacts, refreshed monthly through NCOA, CASS, and DPV processes, and distributes both self-serve online and via sales-assisted channels.

Product overview

Exact Data, backed by Data Axle, operates as a data-as-a-service platform offering targeted marketing data and marketing technology services. The core portfolio consists of consumer and business mailing lists (with over 315 million consumer contacts and 15 million business contacts), complemented by a suite of data enhancement services (email/phone/social media appends, data enrichment, data licensing) and data hygiene services (NCOA, CASS Certification, DPV, ECOA, Deceased Processing, Email Validation). The platform is available both through direct sales/expert-assisted purchasing and the self-service Salesgenie platform. Additional services include end-to-end marketing solutions (direct mail, email marketing with dynamic content and campaign management, display advertising, SEO, SEM, social media advertising) and reference lookup tools (SIC/NAICS codes, job titles, local mailing lists by geography).

Differentiator

Problem solved

Functional benefit

Brands

• Salesgenie: A self-service subscription platform powered by the same trusted data as Exact Data, providing instant access to business and consumer data through an easy-to-use online interface for searching, filtering, and building targeted prospect lists.

Products and services

• Consumer Mailing Lists Targeted consumer contact databases segmented by demographics, psychographics, interests, and behavioral attributes including age, gender, income, location, automotive, real estate, healthcare, mortgage, insurance, students, and more. Used by marketers for direct mail, email, and telemarketing campaigns.
• Business Mailing Lists Targeted business contact databases covering building owners, physicians, financial investors, attorneys, insurance professionals, churches, contractors, and other professional categories with firmographic segmentation. Used for B2B prospecting and lead generation.
• Ready-Made Lists Pre-built specialty lists based on industry, location, job title, and other criteria for quick campaign deployment across both consumer and business segments.
• Data Enrichment Services Enhances existing customer records with demographic, psychographic, and firmographic data to create complete profiles, identify audience segments, and support cross-sell and upsell efforts.
• Email Appends Matches client customer records to email addresses in the database, including business and consumer emails with validation and CAN-SPAM compliance.
• Phone Append Services Appends telephone numbers to existing customer records for multi-channel marketing outreach.
• Social Media Appends Appends social media profile information to existing customer records for enhanced digital engagement.
• Data Licensing Provides flexible licensing options for accessing the company's database of consumer and business contacts for internal business use.
• Direct Mail Services End-to-end direct mail campaign services including data selection, postal processing, and delivery optimization.
• Email Marketing Solutions Full-service email campaign management including deployment, creative development, testing, dynamic content personalization, reporting and analytics, and deliverability optimization.
• Online Display Advertising Targeted digital display advertising services to reach audiences across websites and online platforms.
• Search Engine Marketing Paid search advertising services to drive targeted traffic and conversions through search engine platforms.
• Social Media Advertising Social media advertising campaign management across platforms to reach targeted audiences.
• Salesgenie Self-service online platform providing instant access to the same business and consumer data as Exact Data, allowing users to search, filter, and build targeted prospect lists independently.

Quantifiable outcome

• 100% satisfaction guarantee for lists with more than 10% undeliverable records
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability1 record

Feature5 records

Partnerships

One partnership is on record.

• SalesgeniecoreGTM or Marketing PartnerSalesgenie is a related product powered by the same trusted data as Exact Data. It provides a self-serve online platform with instant access to business and consumer data for building targeted prospect lists. Salesgenie serves as a consumer acquisition channel and shares the same data infrastructure as Exact Data, enabling customers to search, filter, and build targeted lists in minutes.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Experian Marketing Services: Consumer credit bureau with a marketing data and audience targeting division offering consumer lists, data appends, and segmentation, directly comparable to Exact Data's consumer mailing list and data enrichment products.
• Epsilon Data Management: Large-scale consumer data, identity, and targeting provider serving enterprise marketers; overlaps with Exact Data's data licensing, consumer targeting, and direct marketing services but at a much larger enterprise scale.
• ZoomInfo: Leading B2B contact data and intent platform with millions of business contacts and firmographic data, overlapping Exact Data's business lists and data append use cases but at much larger scale and broader enterprise go-to-market.
• Acxiom (LiveRamp): Major data onboarding, identity resolution, and marketing data services provider; overlaps with Exact Data's consumer data appends, identity hashing, and data licensing offerings at the enterprise end of the market.
• Dun & Bradstreet: Long-established business data and credit information provider with deep firmographic and corporate hierarchy data, directly overlapping Exact Data's business mailing lists and firmographic append offerings for B2B marketers.

Direct peers

• Salesgenie: Sub-brand under Data Axle powered by the same consumer and business contact database as Exact Data; offers self-serve list building online and competes for the same SMB list-buying customers. Included as a peer because it is the most directly overlapping product, even though it is technically a sister brand.
• Melissa Data (Melissa): Provider of data quality, address verification, NCOA/CASS, and contact data append services overlapping Exact Data's data hygiene (NCOA, CASS, DPV) and email/phone append offerings for SMB and mid-market customers.
• USA Data: Provider of consumer and business marketing lists, data appends, and analytics services with overlapping products to Exact Data, including email and phone appends and targeted list delivery.
• LeadsPlease: Online self-serve business and consumer list provider offering targeted mailing lists and data appends to SMB marketers, directly competing with Exact Data on price-sensitive list transactions.
• InfoUSA (Data Axle): Sister brand under the same Data Axle parent offering business and consumer mailing lists and marketing data; effectively competes with Exact Data in the same category from within the same corporate family.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ExactData
• LinkedInlinkedin.com/company/exact-data
• Xx.com/ExactData

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Exact Data