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Use Data Insights For an Eagle’s Eye Approach to Marketing

Published: June 21, 2022 by Kirsten Von Busch

Last month my blog discussed how Building the Perfect Audience is Like Building the Perfect Burger! It was National Hamburger Month, so it seemed apropos! We offered marketers insight into building better audiences to help run more strategic marketing campaigns. This month, I am keeping with the monthly ‘holiday’ theme. June 20th was National American Eagle Day and being so close to our 4th of July holiday, I thought this was a perfect tie-in this month!

You are probably wondering how I am going to tie in National American Eagle Day with another marketing strategy, but I promise you, I can! It’s all about having strategic insight into your customers and using an “eagle eye” to learn what you can about them to obtain better results from your marketing efforts.

An eagle’s-eye approach to finding and reaching the right consumers

Here are a few fun facts about the great American Bald Eagle. Bald Eagles were placed at the center of the Great Seal of the United States in 1782! “Bald” in Bald Eagle refers to an old English word that means “white-headed.” We’ve all heard people talk about having an “eagle eye.” It’s true—this comes from the eagle’s astonishing eyesight. Eagles can see clearly and about eight times as far as humans can, allowing them to spot and focus on a rabbit or other prey at a distance of about two miles. Can you imagine? They can also look ahead and to the side simultaneously with a 340-degree visual field!

Imagine if you had an eagle-eye, 340-degree view of your customers or prospects before running a marketing campaign. Well, you can. Experian data insights offers an eagle-eye approach to finding and reaching the right consumers at the right time in the buying journey to help you eliminate marketing waste and deliver a more significant return on your marketing spend.

Understanding your customers is key

With Experian’s Insights solution, as part of our comprehensive Experian Marketing Engine, we offer OEM marketers, agencies, and larger dealer groups access to multiple Insight categories to learn more about your customers. Understanding your current customers or the segment of prospects you would like to target allows for a more strategic approach to marketing campaigns. Our brand, model, registration, title, finance, market analysis, lifestyle, and household insights can help you take a 360-degree view of your customer (that’s right, 360 degrees, 20 degrees more than an eagles eye!)

There’s a lot of discuss here, so we’ve put together a complimentary resource, Understand Your Customer Before Choosing Your Audience that explains all the ways you can use Insights to learn more about your customers.

What is the Experian Marketing Engine?

Insights is part of the Experian Marketing Engine marketing solution that helps automotive marketers, manufacturers, advertisers, agencies, and platforms identify the right audience, uncover the most appropriate communication channels, develop messages that resonate, and measure the effectiveness of marketing activities.

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Without data, anticipating buyer behavior in the months ahead can be challenging. While some OEMs had record sales¹ this spring, it remains critical to identify who’s in the market—whether to purchase or service their vehicle. With tax refund season in the rearview mirror and summer promotions approaching, consumers may be weighing their next move. Some could have “one foot in the showroom door” while others are waiting to see which dealer delivers the most compelling offer. Meanwhile, 41% of drivers choosing to keep their vehicles longer² are likely focused on maintaining them. So how can you best position yourself?  Explore These 3 Strategic Moves to Navigate This Summer:  Firm up your Service Marketing Plan: With summer road trips on the horizon, your customers may be in the market for services like A/C repair, wheel alignment, tire rotation, engine cooling, oil changes, multi-point inspections, and more. Discover who’s most likely to need service in the next 30–60 days with Experian Automotive’s AutoAudiences. Understand Customers’ Communication Preference: To effectively target your audience, start by understanding how they would prefer to communicate. As Car Dealership Guy puts it, “The shift in consumer preferences is undeniable and generational.”³ Experian Automotive’s Product Management Director, Kirsten Von Busch echoes this, adding, “Understanding generational differences is crucial to developing effective marketing strategies that resonate with each group’s unique preferences”. Experian’s Automotive Consumer Insights support this approach with data-driven messaging and communication channel recommendations.  Focus on Growing Market Share with Mid-Year Auto Trends: Two purchase types that are trending in the beginning half of the year include Leasing⁴ and Trade-In. Whether you have EVs or AWD vehicles on your lot, consider (A)ll (W)eather (D)eals that can (1) Supersede those in your backyard as part of your Conquest strategy and (2) Build upon your “Why Buy” dealer loyalty.  Experian Marketing Engine powers automotive marketing by helping automotive marketers identify the right audience, uncover the most appropriate communication channels, develop messages that resonate and measure the effectiveness of their marketing activities. Timing is everything, so start Targeting and Conquesting in your Market today!  Sources:  http://www.autonews.com/retail/sales/an-april-us-sales-2025-0501/  https://news.dealershipguy.com/p/3-real-time-shifts-in-car-buying-behavior-post-tariff-announcements-2025-05-01  https://news.dealershipguy.com/p/dealers-are-saving-thousands-in-labor-in-fixed-ops-2025-05-30 https://www.experian.com/blogs/insights/auto-the-current-state-of-ev-financing-why-more-consumers-are-choosing-leasing/

Published: June 17, 2025 by Chanté O’Neill

Data-driven marketing insights can help your organization target more accurately and create a better customer experience.

Published: February 21, 2024 by Theresa Nguyen

The deprecation of third-party cookies is one of the biggest changes to the automotive digital marketing landscape in recent years. Third-party cookies have long been used to track users across the web, which allows advertisers to target them with relevant ads. However, privacy concerns have led to the deprecation of third-party cookies in major browsers, such as Google Chrome and Safari. This change will have a significant impact on automotive marketers, as it will make it more difficult to track users and target them with ads. However, there are several things that auto marketers can do to prepare for the cookieless future. Here are some marketing tips when the cookie deprecates: Focus on first-party data. First-party data is data that you collect directly from your customers, such as email addresses, contact information, and purchase history. This data is more valuable than third-party data, as it is more accurate and reliable. You can use first-party data to create targeted ad campaigns and personalize your marketing messages. Work with a third-party aggregator. Automotive marketers can tackle a cookie-less world by using other sources of consumer data insights. For instance, a third-party data aggregator, like Experian, has access to numerous sources, platforms, and websites. Beyond that, we have access to a vast range of specific consumer data insights, including vehicle ownership, registrations, vehicle history data, and lending data. We take all that information and help marketers segment audiences and predict what consumers will do next. Leverage Universal Identifiers. Universal Identifiers provide a shared identity to identity across the supply chain without syncing cookies. First-party data (such as CRM data) and offline data can be used to create Universal Identifiers. Use contextual targeting and audience modeling. Contextual targeting involves targeting ads based on the content that a user is viewing. Contextual targeting is a privacy-friendly way to target ads and it can be effective in reaching relevant audiences. Utilize Identity Graphs. An identity graph combines Personally Identifiable Information (PII) with non-PIIs like first-party cookies and publisher IDS. Identity graphs will allow cross-channel and cross-platform tracking and targeting. Experian’s Graph precisely connects digital identifiers such as MAIDS, IPs, cookies, universal IDs, and hashed emails to households providing marketers with a consolidated view of consumers’ digital IDs. The deprecation of third-party cookies will be a challenge for auto marketers, but it's also an opportunity to rethink marketing strategies and focus on building stronger relationships with customers. Here are some additional cookieless marketing tips: Start preparing now. Don't wait until the last minute to start preparing for the cookieless future. Start collecting first-party data from your customers now. Be transparent with your customers. Let your customers know what data you are collecting and how you are using it. Make sure that you have their consent to collect and use their data. Be creative with your marketing campaigns. There are several ways to reach your target audience without relying on cookies. Be creative with your marketing campaigns and experiment with different strategies. Sample audience segments include: Consumers in market Loan status In positive equity Driving a specific year/make/model 1000+ lifestyle events such as new baby, marriage, new home Geography, demographics, psychographics To take it to the next level, we can use predictive analytics to go beyond what cookie data could provide by predicting who is ready to purchase a vehicle. For example, an auto marketer may have used cookie data to find buyers who had shown interest in a hybrid sedan, but that’s where it ended. When combining audience segmentation with a predictive model, marketers can target and identify consumers in-market and most likely ready to purchase a specific model. In this way, the data-driven insights from a third-party data provider specializing in automotive insights can replace the cookie-driven approach and take it a significant step beyond. The cookieless future is coming, but marketers who are prepared will be able to succeed. By focusing on first-party data, contextual targeting, and partnerships, auto marketers can reach their target audiences and achieve marketing goals.  

Published: September 28, 2023 by Kelly Lawson

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