Data Is Today's MarTech Purchase Driver

Share this content:

Experian Marketing Services announces enhancements to its Marketing Suite designed to better harness customer data.


“For years the technology itself was driving [marketing technology] purchase decisions,” says Matt Seeley, president, Experian Marketing Services. “Now we're seeing more customers who understand the value of data. As a result, data capabilities are leading more and more purchase decisions now.” 

That focus on customer data is one of the drivers behind enhancements to the Experian Marketing Suite, announced during the company's 2015 Client Summit. Those upgrades include addressable advertising and predictive intelligence tools, both of which are powered by Experian's consumer database of more than 700 million individuals in 270 million households. The tools are designed to help marketers identify and interact with their customers across channels and devices.

“Customers want to be treated as one person no matter how many social profiles they have or devices they use,” said David Evans, senior director of solutions engineering at Experian Marketing Services, during the summit's opening keynote.

To address cross-channel audience activation, Experian's new offering is designed to help marketers execute one-to-one campaigns across digital and traditional channels. The addressable advertising functionality is designed to enable marketers to select the best audience for a specific campaign based on first-party CRM data, Experian's data, or both. The tool also provides data on which customers saw an ad, whether they saw it more than once, and if it influenced their in-store or online activities.

In terms of real-time, predictive intelligence, the new functionality in the Experian Marketing Suite integrates real-time identity and intelligence data. This is designed to provide marketers with predictive insights that help them optimize campaign performance. For example, marketers can test email subject lines, send times, and channels across customer segments, and then use that data to predict the performance of future multichannel campaigns. These predictive insights, in combination with customer data, allow marketers to see how content performs with specific audience segments, and as a result identify what drives customers to take specific actions. 

Using Experian's new tools to get a holistic view into their first-party and Experian's third-party data, Seeley said, marketers have an opportunity to create a rich understanding of their customers—and then take decisive action based on that insight.


Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above