Customer-centricity, customer engagement, customer loyalty, and brand loyalty are all terms embodied by Experian Marketing Services.
Now, the company has unveiled extensive data and technology enhancements for Experian Marketing Suite with new capabilities that leverage the Experian portfolio, adtech partner network, and analytics heritage.
The advancements released include new addressable advertising and predictive intelligence tools both powered by Experian’s consumer database, the largest consumer database worldwide, with modeled insights covering 700 million individuals in 270 households. Both enhancements will help brands identify and interact with their customers no matter where they are in the world or in the cloud.
“At Experian, everything begins and ends with the customer—and we know the customer better than anyone else,” said Matt Seeley, president, Experian Marketing Services. “As a global data powerhouse and a leader in developing innovative, market-moving technology with a fierce commitment to service, Experian is committed to helping our clients take the guesswork out of their customer interactions. This next phase for Experian Marketing Suite is about making it possible for brands to match their customers’ pace of innovation so they can be relevant today and stay relevant in the future.”
The new predictive functionality released in Experian Marketing Suite integrates real-time identity and intelligence data to create predictive insights that help brands optimize campaign performance. Within Experian Marketing Suite, marketers can compare email subject lines, send times and channels from all their historical email campaigns, across customer segments, and use that data to predict the performance of future cross-channel campaigns. It then layers those predictive insights with rich customer, demographic, audience and behavioral data to understand how content performs in the context of a brand’s audience segments. Specifically, brands can use this functionality to:
Generate and identify predictive insights that inspire their customers to take action
Pinpoint messages and content that are the most relevant and will drive the most engagement across a brand’s audiences
Understand what is relevant for their customers when they are researching or exploring and when they are transacting or looking for a discount
Predict the performance of campaigns and commerce
Leverage real-time intelligence to power campaign strategies across channels and deliver intelligent interactions, on any device
Advertisers, marketers and agencies now can turn to Experian Marketing Suite to help activate their data-driven marketing strategies. Marketers can execute true one-to-one advertising campaigns across multiple channels, including online and mobile display, video, TV and direct mail. The new addressable advertising functionality first finds an advertiser’s best audience based on first-party Customer Relationship Management data, Experian data or a combination of the two. Then, through a network of direct media publisher partners and onboarding capabilities, Experian helps advertisers find and target this exact audience across multiple channels.
“Experian has the most accurate consumer data and identity capabilities in the industry, which means that our media partner match rates are consistently higher than the competition,” said Seeley. “For the advertiser, this means we can launch campaigns with both accuracy and scale. We know your customers today, and we know the people you want to be your customers tomorrow and we can find those customers across the channels and devices where they are consuming content so you can engage them in a meaningful way from the first interaction.”