Pan-European data specialist PAR and global information services company Experian have entered into a business-to-business data sharing partnership.

Under the agreement, Experian will integrate its UK National Business Database with PAR's EuroContactPool business-to-business (B2B) database, enhancing the coverage of PAR's UK data offering to its Direct Marketing clients across Europe.

Experian will have direct access to PAR's EuroContactPool, which currently holds 23.5 million business records and 17.8 million named executives in 15 European countries.

This partnership will enhance Experian's data offering for clients who require aggregated, formatted pan-European data for Direct Marketing activity.

PAR international product director Per Lofgren said they are delighted to reach a partnering agreement with Experian, which is a well-respected company with a focus on data quality and they see this as a great opportunity for both companies to develop their respective markets.

"The link between Experian and PAR is a good fit, with both companies providing sophisticated analytical B2B marketing products that support businesses' decision-making processes, strategy and growth," Lofgren said.