Simmons Debuts Syndicated Consumer Service

Experian Simmons, the database group's US research subsidiary known for 'The Voice of the American Consumer', has launched a weekly syndicated consumer trends insights service for ad and media clients, DataStream(SM).

DataStream will track around 40,000 consumer variables from the Simmons National Consumer Study on a weekly basis, including an extensive range of brands, media properties and consumer attitudes; and will provide two full years of historical data.

The firm says major clients already signing up include Univision Communications and UM.

Ken Wollenberg, General Manager of Experian Simmons, says previous tools to measure the success of ad campaigns and demonstrate marketing accountability have been 'costly and limited in their ability to provide a wide range of competitive brand and media insights'. Huw Griffiths, UM's Global Head of Research and ROI says his firm is excited about the new tool as it provides 'continuous and overarching real-time measurement that will power our analytics work and help optimize our strategies on behalf of our clients.'

In addition to the Simmons National Consumer Study, the company also runs a National Hispanic Consumer Study. The company surveys more than 30,000 American consumers each year.

The company is part of Experian Marketing Services, whose offer includes email marketing, addressable advertising, on-demand data enrichment, modelling and analytics, strategic services, and consumer and competitive insights. Parent company Experian plc is listed on the London Stock Exchange and its FTSE 100 index, and reached total revenue for the year ended March 31, 2009 of $3.9 billion.

Web sites: www.experianplc.com and www.experiansimmons.com/datastream .