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BehaviorGraphics Extension
Experian has announced the launch of Addressable BehaviorGraphicsSM, an system integrating client data, such as existing primary research, branding studies and customer lists, with household-level data and with syndicated consumer information from Simmons, which it purchased in October 2004.
Experian claim the system offers marketers the facility to combine their creative strategies with attitudinal and behavior-based customer segmentations to make tactical media buys which 'deliver a single customer definition across all advertising channels'.
Deborah Zuccarini, President, Experian Marketing Services, explains that traditionally 'each media channel historically require a different audience definition for execution... Mass media is purchased by demographic, day-part and DMA; newspapers are bought by neighborhood zones; and magazines buys are purchased by geography, version or title'. The new service produces a single, media-neutral definition of a target audience based purely on behavior and the value of the consumer segment, which is then applied to the 110 million American households in Experian's INSOURCE(SM) Consumer Database and media subscriber bases. Simmons' co-CEO describes the new offering as 'the natural extension of Simmons TV BehaviorGraphics'.
Experian is online at www.experian.com
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