Neustar Brings Identity to Customer Data Platforms to Improve Customer Experience & Marketing Performance

Neustar’s partnership with Quaero helps bridge the online and offline worlds for CDP users

STERLING, Va. — Neustar, Inc., a global information services and technology company and leader in identity resolution, announced that it will bring its industry-leading identity resolution technology and data to the Customer Data Platform (CDP) market. Quaero will leverage Neustar’s integrated technology and verified people-based data to improve the quality and accuracy of its clients’ customer data, both on- and offline. This first-of-its-kind offering enables capabilities from Neustar and Quaero to help clients seamlessly deliver more relevant and personalized cross-channel experiences to improve customer acquisition and lifetime value.

@Neustar brings identity to Customer Data Platforms to improve customer experience & marketing performance

The Neustar and Quaero partnership solves the hardest problem faced by marketers and the CDP-vendors that support them: the challenge of providing a single, accurate view of customers across devices and channels. Without this, personalized communication, effective media allocation, as well as a unified approach to marketing analytics is difficult, if not impossible. Neustar’s identity-centric marketing technology and measurement services enable brands and CDPs to:

  • Verify the accuracy and completeness of customer data across the enterprise
  • Normalize and de-duplicate customer records using verified identity data
  • Enrich records with up-to-date contact information, as well as demographics and behavioral attributes
  • Transform offline customer data into addressable online audiences for cross-digital advertising

Forrester’s Joe Stanhope and Stephanie Lui in a 2018 report wrote “Identity resolution lies at the heart of customer-centric marketing and makes or breaks a CDP’s legitimacy and effectiveness.”i

“CDPs are aggregating massive amounts of data from multiple sources, but it is a challenge to create and maintain accurate data on customers,” said Robert McKay, senior vice president, Customer Identity and Risk Solutions, Neustar. “Neustar’s online and offline identity data verification, enrichment and marketing technology can significantly improve the quality and accuracy of customer data. And it makes this data actionable so marketers can continuously optimize their media mix and audience targeting strategies.”

“Many marketers we work with rely on their first-party customer data to inform the decisions they make across their enterprise, but it can be very difficult to provide the level of accuracy and quality these marketers expect,” said Naras Eechambadi, Quaero CEO. “By partnering with Neustar, a leader in identity resolution, we provide marketers with the holistic identity data they need to confidently personalize their interactions at scale. The result is improved marketing ROI and better customer experiences across the board.”

About Neustar

Neustar is an information services and technology company and a leader in identity resolution providing the data and technology that enables trusted connections between companies and people at the moments that matter most. Neustar offers industry-leading solutions in Marketing, Risk, Communications, Security and Registry that responsibly connect data on people, devices and locations, continuously corroborated through billions of transactions. Neustar serves more than 8,000 clients worldwide, including 60 of the Fortune 100. Learn how your company can benefit from the power of trusted connections here:

About Quaero

Quero is a best-in-class customer data platform (CDP) helping large enterprise organizations solve their complex data problems. For over 20 years Quaero has driven customer success by synthesizing disconnected first and third-party data sources into actionable intelligence. We are the connective tissue between IT, Marketing, and Data Analysts helping facilitate organizational data transformation: Quaero’s Platform-as-a-Service (PaaS) can be deployed within a customer’s environment (cloud or on-premise). The ability to move the technology to where the data lies provides increased efficiency and security for large complex enterprises. To learn more about Quaero and the customers it serves, visit


i Joe Stanhope and Stephenie Liu, For B2C Marketers, Customer Data Platforms Overpromise and Underdeliver (Forrester Research, Inc., 2018), Page 2.