This year’s Experian Marketing Suite summit, #EMSSUMMIT, featured everything you’d expect from a Las Vegas convention – insights from industry leaders, celebrity sound bites (DJ Mario Lopez was an instant hit), and 8-bit set pieces inspired by retro video game icons. With the industry’s best and brightest gathered in one location, Experian invited attendees to ‘level up’ their marketing game with the help of client success stories, product showcases and even a new partnership announcement.
Bass Pro Shops level up their customer obsession
The Marketing Suite spotlight presentation featured a client success story from Bass Pro Shops. Summit attendees learned how the Email Insights consortium has enabled Bass Pro to link their customers’ offline and online profiles, and then use that data to enhance each profile. The end result? A reactivation campaign weighing in at a whopping 9%!
But it doesn’t stop with a single campaign. By leveraging an email plus mobile strategy, Bass Pro Shops was able to append customer segment data and respond to customers in real-time with relevant offers. This cross-channel strategy, along with the Franchise and Field Marketing tool, ultimately empowered stores with the flexibility needed to launch successful campaigns and increase overall conversions.
Modi changes the game in addressable advertising
Next up was client Modi Media Group. Summit attendees had a chance to hear first-hand how Modi is using Experian’s media partner network and Audience Engine to deliver powerful cross-channel advertising. For Modi and their clients, Experian’s data, partnerships and technology has helped them deliver campaigns across channels, including mobile and television.
These addressable campaigns are also driving impressive results. For instance, Volvo launched an addressable TV campaign targeting households in the market for a luxury vehicle. By linking the campaign’s exposure data including who saw the ads and how often to the sales data, Volvo learned that the addressable advertising campaign drove millions of dollars in incremental sales; with a 4:1 return on ad spend!
Strategic partnership with Neustar delivers new data onboarding and activation opportunities
The spotlight presentation came to an exciting conclusion with the announcement of a major strategic partnership aimed at helping marketers find their best audiences across channels for personalized, one to one advertising. For over 30 years, Experian has led the data industry by delivering the highest quality audiences, insights, and linkage services – all with a privacy compliance approach. At the event, Experian was thrilled to announce a brand new partnership with another formidable data leader, Neustar Marketing Services.
Together, the two organizations have partnered to take customer data onboarding and activation to the next level. This data onboarding and activation partnership enhances customers’ ability to onboard with greater addressable coverage and expanded activation options across direct match partners in addressable TV, mobile, display and email. Marketers can now integrate the enhanced offering with Neustar’s PlatformOne or the Experian Marketing Suite, which consists of a combined cross-channel partner ecosystem. (Learn more about data onboarding).
Check back into the Marketing Forward Blog next week as we take a deeper dive into the partnership with an Experian and Neustar Partnership Q&A session.