Audience IQ^SM for Television Analytics

Unlike traditional television audience profiles that only utilize broad consumer characteristics and demographics, Audience IQ provides detailed, actionable insight based upon multiple data sources. This includes Experian, third party and a marketer’s own unique data — all combined to create the best consumer insight possible.

While Audience IQ offers the flexibility to work with any data, some of the compelling, standardized Experian data elements available include:

• INSOURCE^SM — Demographic and interest data elements
• Mosaic^® – Geo-demographic lifestyle segments
• Vertical market segments – Likely customers by industry
• Summarized Credit Statistics – Likely consumer credit activity
• Auto Market Statistics^SM – Automobile ownership patterns
• Cooperative transaction databases – Compiled customer lists
• Simmons^SM National Consumer Survey – Consumer behaviors, psychographics, attitudes and opinions

With Audience IQ, advertisers can identify and understand their target audience through a variety of techniques, both before and after an advertising campaign is deployed:

• Audience matching
  Identify the direct overlap between your subscribers and an advertiser’s target audience. Isolate key demographic variables and then profile audiences at the DMA, zone or ZIP Code^TM level
• Segmentation analysis
  Identify the activity and characteristics of each target segment to understand your customers and prospects with precision
• Addressable campaign management
  Detailed reporting that drives the intricate tactical planning, setup and execution of addressable TV campaigns
• Campaign response analysis
  Assess which advertisements are driving purchases by matching transactional sales data to media exposure
• Attribution analysis
  Identify the financial impact of each advertising medium and message by linking
  viewing behavior to specific promotions

Using these measurement techniques, marketers can target those audience segments that offer the greatest ROI potential.