Experian-Simmons Tool Gives 1 Customer View Across Media

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Experian, Costa Mesa, CA, announced yesterday the availability of Addressable BehaviorGraphics, a system that combines client data with Experian household-level data and Simmons syndicated consumer information to form a single view of each customer across media.

The tool is the first co-branded effort between the companies since Experian acquired consumer research firm Simmons in October.

The system is designed to synchronize campaigns across media channels by creating a single definition of a target audience to provide media-neutral targeting, campaign execution and measurement, Experian said. The definition is then applied across Experian's 110 million-household INSOURCE Consumer Database and media subscriber bases.

Addressable BehaviorGraphics also offers users a series of scored reports.

"Advertisers execute campaigns across multiple media channels, which are fragmented and have different types of audience definitions," Deborah Zuccarini, president of Experian Marketing Services, said in a statement. "In effect, each media channel historically required a different audience definition for execution."

Kristen Bremner covers list news, insert media, privacy and fundraising for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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