Veda has supported a revised takeover offer from US credit reporting and data analytics company Equifax. The revised proposal values Veda at A$2.82 a share - a 4.6 per cent increase from the initial non-binding expression of interest last month, which valued Veda at $2.70 a share.Veda said in a statement to the Australian Securities Exchange that it had agreed to allow Equifax to conduct due diligence during an exclusivity period and would recommend the revised proposal, assuming it proceeds to a binding offer.Veda chair Helen Nugent said: "The revised proposal reflects Veda's outstanding market position and represents a strong financial outcome for our shareholders."The cash payment of $2.82 represents a 42 per cent premium over Veda's closing price on September 17 (before the initial expression of interest was received) and a premium of 34 per cent over Veda's volume weighted average price in the month to September 17. The introduction of comprehensive credit reporting in Australia, following changes to the Privacy Act in 2013, has attracted a number of overseas financial data analytics players to the local market. UK company Experian launched a consumer credit bureau in Australia in 2013 (it had been in the market offering data analytics and marketing services for 15 years). This year Archer Capital took over the Australian and New Zealand business of Dun & Bradstreet.US company FICO has also raised its profile here over the past couple of years.