Experian Adds Predictive Intelligence Tools

Experian has upgraded its Experian Marketing Suite with the addition of new features including addressable advertising and predictive intelligence tools powered by its massive consumer database.

The Experian Marketing Services division says the improved offer will 'help brands identify and interact with their customers no matter where they are in the world or in the cloud'.

New predictive functionality integrates real-time identity and intelligence data to help optimize campaign performance - brands can compare email subject lines, send times and channels from all their historical email campaigns, across customer segments, to get the most out of future campaigns across channels, and can analyse this by customer segment to tailor different approaches.

In addition, marketers can now use the Suite to act on these and other insights, executing one-to-one advertising campaigns across multiple channels. This 'addressable advertising functionality' first finds the best audience based on first-party CRM data, Experian data or a combination of the two; and then brings in a network of direct media publisher partners and onboarding capabilities to find and target this audience, and deliver the promotion.

Divisional President Matt Seeley comments: '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'. He continues: '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. 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'.

Experian employs c.17,000 people in 39 countries, with corporate headquarters in Dublin and operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil. Web site: www.experian.com/marketing-services .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.