Data-Driven Audience Segmentation Empowers More Effective Omnichannel Marketing

by Kelly Lawson 2 min read January 11, 2022

Consumer Journey Experian Marketing Engine

Creating a consumer experience where a customer receives a series of relevant and timely content is the goal of omnichannel marketing. OEM marketers work hard to develop effective marketing strategies that create fully integrated shopping experiences for customers.

Build loyal relationships with omnichannel marketing 

Well designed, omnichannel marketing strategies foster a sense of relationship between the vehicle/brand and the consumer that can increase brand and dealership loyalty. Today’s OEM marketers understand their customers are “everywhere.” Channels have exploded, especially in the past several years so marketers need to know how to best reach consumers. With multiple apps, websites, social media, email, streaming content, videos and brick-and-mortar dealerships the challenge for marketers is how to pull it all together. Recent research shows that 60% of millennials expect brands to provide consistent experiences across multiple channels and that Gen Z and Millennials are most likely to be “bought” by an effective omnichannel strategy.1

According to Forbes, “companies with the best omnichannel customer engagement strategies turn 89% of buyers into loyal customers. And according to Omnichannel Retail Statistics, companies with weak omnichannel strategies retain only 33% of their customers.”1 It is clear, that implementing an effective omnichannel strategy can result in more sales and increased loyalty.

Use data insights to identify and segment audiences

When approaching omnichannel marketing, we recommend OEM marketers conduct a detailed analysis, backed by automotive research and data. This analysis will help to accurately identify and segment audiences to deliver targeted, tailored content along the journey. Experian leverages our consumer, lender, and vehicle data along with market insights to facilitate powerful segmentation. As a result, OEM marketers can reach audiences in an effective manner allowing for a more personalized experience.

For a deeper dive into segmentation, marketers can gain insights and understanding of key attributes using Experian’s CustomerView data. This data includes demographics, buyer personas, wants and needs, buying patterns, customer behavior, preferences, attitudes, and commonalities. These automotive data insights cover over 310 million U.S. consumers, 126 million households containing 1,500+ individual and household level attributes and 2500+ geographic attributes.

This type of segmentation will help you create the right content for the right target group to be delivered at the right time in the right channel. If your message is irrelevant to the customer, or on the wrong channel, you just might lose engagement. Enlist the power of the Experian Marketing Engine™ to facilitate market insights, audience targeting, audience activation and measurement to monitor ongoing success.

Learn how the Experian Marketing Engine can help you create audience segments that empower more effective omnichannel marketing today.

116 Proven Omnichannel Statistics That Will Boost Your Sales in 2021 (savemycent.com)

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Research surveying more than 2,000 senior credit risk and fraud decision-makers across 11 countries found that organizations investing in unified platforms and modern infrastructure are moving faster and realizing the greatest Return on Investment (ROI).   As their needs evolve, credit unions can adjust decisioning strategies without introducing another layer of technology or relying on third parties to make every change. Until self-service is the right fit, choose a partner that understands what makes your credit union’s membership and risk appetite different from others.  Same member, same afternoon, faster answer Consider a credit union growing its auto and personal loan originations.  A member applies for an auto loan on Saturday afternoon. Credit data, identity and fraud signals are read together in a single real-time pass instead of separate reviews:  Most applications resolve immediately, approved or declined based on a more comprehensive view of the applicant. A smaller number are flagged for quick step-up verification and cleared within minutes. Only genuinely ambiguous cases reach an underwriter, who is working from one complete picture instead of reconciling multiple signals. The member has an answer before the weekend is over. The credit union books the loan before competitors even open on Monday. Built to scale This kind of process holds up today. However, the better test is whether it holds up eighteen months from now when application volume has grown, new products are live and the data flowing through the system looks nothing like it does right now. Future-proofing isn't only about handling more volume. It's about having room to be nimbler and make adjustments as quickly as the market changes. A credit union that relies on standard models within a decisioning strategy may want more customized analytics and greater control over its strategies tomorrow. Connect with us With more than three decades of credit expertise and one of the industry's largest data footprints, Experian helps credit unions do more than solve this year's friction. We're helping to build a decisioning foundation that scales, so growth becomes something the system absorbs, rather than something it must be rebuilt around. Explore More

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