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Experian marketing unit sees double-digit US, international growth

Experian said May 18 that full-year fiscal 2011 revenue for its marketing services business increased 14% to $791 million, compared with fiscal 2010. US marketing services revenue grew 11% year-over-year to $367 million.

Overall Experian fiscal 2011 revenue increased 8% organically to $4.2 billion, compared with fiscal 2010.

The Nottingham, UK-based company attributed marketing services growth to its realignment focusing on targeted and digital marketing, it said in an earnings statement.

“There are huge opportunities in digital marketing,” said Paul Brooks, CFO of Experian, on an earnings call. “We’re extremely well positioned in that space.”

The company also attributed growth to improved market conditions, as clients expanded their marketing budgets “with spending increasingly directed towards digital channels.”

The company said it witnessed “strength across email marketing and contact data,” which reflected strong volumes, as well as new business wins and high renewals.

The marketing services business won several key accounts in the past 12 months, including Dow Jones & Co., Electronic Arts, The Finish Line, RadioShack Corp., Western Union Holdings, WWE and Yellowbook, according to information the agency submitted to Direct Marketing News earlier this month for its upcoming Agency Business Report.

The company also retained accounts with Neiman Marcus, Wal-Mart Stores and Williams-Sonoma. It also operates credit services, decision analytics and interactive business units.

The retail and leisure segments helped offset “some weakness in public sector caused by recent government cutbacks [in the UK],” said Brooks.

Experian purchased a majority stake in Techlightenment, a social media marketing company, in January.

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