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As the days get longer and the weather warms up, spring’s revitalizing energy naturally leads to realignment. For marketers, it’s the perfect moment to reevaluate strategy, especially as consumer behavior changes ahead of summer and brings a renewed interest in travel, outdoor activities, and social events. Making seasonal adjustments to your marketing strategy helps you adapt to these shifting behaviors, capitalize on 2025 marketing trends, and keep your brand relevant year-round. When it comes to your marketing strategy, spring cleaning means clearing out outdated tactics, optimizing what works, and making room for smarter, more connected solutions. Take the time to ask yourself questions like: Are our audiences still relevant? Are we activating our data across the right channels? Are we collaborating with the right partners and using the right data clean room providers? If there’s room for improvement, now is the best time to audit, refine, and refresh your marketing strategy before the high-stakes summer and winter seasons. With identity resolution, data enrichment, data clean room collaboration, and omnichannel activation through Experian, you can clean up what’s outdated and prep your strategy for summer success! Rethink your data and identity resolution strategy Your data is foundational to your strategy and is a great place to start your marketing strategy spring cleanup. If your customer information is outdated, incomplete, or fragmented across systems, every campaign built on top of it risks underperforming. Before jumping into segmentation, activation, or partnerships, assess the health of your data and identity infrastructure. This is your deep clean and an essential first step in ensuring everything else works better.  With signals disappearing, buying channels proliferating, and customer journeys getting more complex, the key to maintaining addressability is investing in persistent identity, complete consumer data, and collaborative measurement strategies that can weather these changes. Here are some ways to rethink your marketing data management and identity strategies for the current environment. Set the data foundation A solid identity resolution strategy starts with high-quality, unified data. Consider a comprehensive refresh of your customer records by auditing and enhancing what you have for accuracy and depth.  As you’re thinking through spring marketing ideas, it’s an ideal time to enrich your first-party data by appending missing details, removing outdated records, and ensuring you enter summer with reliable, up-to-date profiles. Data enrichment Customer data naturally degrades, and eventually, you’ll need to dust it off by supplementing consumer records with current, high-quality insights and attributes. Experian data enrichment can help you seamlessly refresh records with updated demographic and behavioral data, giving detailed insights for precise targeting and relevant campaigns. With over 5,000 attributes available, covering everything from age and income to shopping habits and media preferences, you can maintain the deepest, most up-to-date view of your consumers through every season. Offline identity resolution and append Offline identifiers — like names, physical addresses, and phone numbers — are the most persistent identity markers as they rarely change compared to digital cookies and device IDs. They’re essential for a stable identity foundation, and you can use them to develop a consistent, unified view of each household and individual. Use this season to audit and tidy up your offline records. Are key identifiers missing? Are you relying on outdated addresses or duplicate names? Experian’s Offline Graph serves as the foundation to help unify those fragmented pieces, resolving identities across households and individuals to create a clean, consistent view of every customer. Think of this step as scrubbing baseboards or cleaning behind the fridge. It’s often overlooked but a prerequisite to a thorough spring refresh. You can also use Offline Identity Append to append missing identifiers to improve match rates, boost data accuracy, and ensure addressability so that when summer campaigns launch, you’re ready to confidently meet your audience where they are. Digital resolution via Digital Graph This next step is like replacing your air filter each spring. You won’t see it, but you’ll definitely feel the difference in performance. Digital resolution ensures persistent, accurate targeting across devices and channels in a fragmented omnichannel environment. Experian’s Digital Graph facilitates easy consumer identification and connection across the digital ecosystem. Our graph links digital identifiers like mobile ad IDs (MAIDs), connected TV IDs, and hashed emails to consumer profiles. So, when a customer interacts on a smartphone, a smart TV, and a laptop browser, those actions can all be tied back to the same individual or household in your database. Collaborate securely in data clean rooms to close gaps Matching partner data within your own secure space, a trusted third-party clean room, or Experian’s privacy-safe environment is an essential next step in your marketing spring cleaning strategy. But what is a data clean room? A data clean room is a privacy-first way to enhance marketing data in a secure environment that allows brands and partners to match and analyze data without exposing personally identifiable information. It’s almost like organizing a shared closet. You both bring what you have, sort it safely, and leave with something more valuable without mixing up or exposing what’s personal. Secure collaboration enriches your understanding of consumers, boosts match rates, and ensures the highest data security standards. Here are key data challenges you can tackle through data collaboration—whether in a clean room or across your broader data strategy. Lack of insights or usable data Without third-party cookies, marketers run the risk of losing valuable consumer insights. Collaborating with key partners lets brands enrich their first-party data and obtain a more comprehensive view of customer behaviors for informed decision-making. Let’s say, for example, that an advertiser with sales data but no exposure data struggles to attribute sales to specific campaigns. By collaborating securely with a measurement partner who provides exposure data, the advertiser can confidently link sales to ad exposure and optimize future campaigns with an understanding of who saw their ad and made a purchase. We anticipate that data collaboration will be a key marketing trend in 2025 alongside signal loss. Low or no match rates When businesses handle matching internally, discrepancies like name variations (e.g., John Doe vs. Jonathan Doe) or mismatched identifiers (hashed emails vs. MAIDs) often result in poor match rates. Experian’s identity resolution capabilities, meticulous hygiene processes, resolution logic, and comprehensive identity graphs significantly enhance these match rates. For example, if a data provider had physical addresses and a demand-side platform (DSP) had email addresses, they couldn’t collaborate with different identifiers. Using Experian Collaboration, however, their data could be resolved with offline identity data from our graph, enabling them to share their collaboration data and improve their marketing efforts. Data security When it comes to data collaboration, protecting your proprietary and customer information is non-negotiable. That’s why Experian operates with some of the industry's strictest data security, privacy, and compliance protocols. We support identity resolution and data collaboration within the most secure environments available — data clean rooms built to prevent sensitive customer data from ever being exposed. Instead of moving or sharing your raw data, we ensure all records are anonymized before any analysis occurs. Additionally, Experian’s clean room integrations with trusted partners give clients flexibility without compromising compliance. All solutions are designed to meet GDPR, CCPA, and industry-specific data governance standards, with full audit trails and customizable access controls. Connect and activate Once your data is clean, enriched, and resolved, the next step is to activate it efficiently across the channels where your audiences spend time. This step is like putting everything back in place after a deep clean so everything is functional, easy to access, and ready to deliver results. As you get ready to put your spring marketing ideas into motion, it’s time to streamline your activation approach and make sure your customer data is working hard for you. First-Party Onboarding With Experian First-Party Onboarding, you can ship data where needed using flexible data solutions for your activation strategy. This step is like labeling and organizing your freshly cleaned marketing closet, so each audience segment is ready to deploy wherever you need it. We make it easy to: Understand your customers on a deeper level Seamlessly onboard your customer data for use across programmatic, social, and advanced TV platforms Combine your first-party data with Experian syndicated audiences for enriched targeting Deliver those audiences to any destination that accepts Experian Audiences — whether a DSP, social platform, or publisher Increase match rates, extend reach, and lower activation costs Transact in the ecosystem with the Experian ID To aid in the activation process, Experian ID is a unified identifier that acts as a privacy-safe bridge between fragmented emails, device IDs, and addresses, helping you activate audiences across all media channels. Experian ID keeps your data protected and connected whether you send it to DSPs, social platforms, or data clean rooms. This allows for secure activation and performance tracking across the ecosystem without exposing personally identifiable information (PII). Like sealing and storing your seasonal belongings in airtight containers, Experian ID keeps your data clean, safe, and always ready for use. Use fresh audience insights to inform segmentation After deep-cleaning your data, enriching profiles, and resolving identities, you’ll want to ensure your segmentation reflects that renewed foundation. Just like clearing expired ingredients from your pantry, spring is an ideal time to toss outdated audience definitions and replace them with insights that are fresh, relevant, and ready to perform. With Experian’s modern audience tools, you can create smarter segments, power omnichannel strategies, and continue reaching high-value consumers even in cookieless environments. Our marketing data management tools make it easy to: Build detailed, personalized profiles using over 5,000+ behavioral and lifestyle marketing attributes that go far beyond basic demographics. Choose from 2,400+ pre-built syndicated segments or collaborate with Experian to create custom audiences tailored to your KPIs and campaign goals. Append fresh attributes to your CRM to keep profiles accurate, performance-ready, and reflective of current consumer behaviors and life stages. Together, these tools help sharpen your segmentation strategy and ensure up-to-date audience insights power every campaign. Let’s break down how smart combinations and contextual precision can further elevate your segmentation. Combine our identity graphs and Marketing Attributes for sharper targeting Combining Experian’s identity graphs with Marketing Attributes gives you both the who and the why behind your audience and helps you act on that insight with precision. It’s like giving your closet a total spring refresh — not just purging what doesn’t fit but also organizing what’s left into ready-to-wear outfits. Digital Graph + Marketing Attributes: Link real-time digital behavior (like CTV, mobile, or web activity) with rich consumer insights to create segments that perform across channels, from mobile to CTV to social. Offline Graph + Marketing Attributes: Tie persistent offline identifiers like name and address to behavioral and lifestyle data, making it easier to plan full-funnel strategies from direct mail to digital display. This approach gives you the clarity and flexibility to build richer personas, reach more qualified audiences, and target with confidence across any environment. Activate smarter with Contextually-Indexed Audiences Spring cleaning your strategy also means letting go of legacy tools, especially those relying on cookies or outdated tracking methods. With Experian’s Contextually-Indexed Audiences, you can reach consumers based on the content they’re engaging with, not their identifiers. We map millions of websites to real audience segments so you can target high-intent consumers in a privacy-safe, way. For example, an automotive brand looking to reach high-intent luxury EV shoppers can activate Experian’s “in-market for a luxury electric car” segment. With contextually-indexed targeting, that brand’s ads will appear on websites that over-index for visitors in that audience — such as premium car review sites or sustainability-focused blogs — without relying on user identifiers. This allows the brand to scale performance safely and efficiently in cookieless environments while achieving strong engagement metrics. Activate across channels with confidence After refreshing your data, segmentation, and partner strategies, the final step in your spring cleaning is putting all that prep work into action — efficiently and at scale. Think of this as your final sweep: optimizing where and how you activate your audience to ensure every touchpoint is aligned, accurate, and impactful. With your updated segments and sharpened identity framework in place, you can reach consumers across display, mobile, connected TV (CTV), and emerging digital channels. Experian provides the tools to activate seamlessly — backed by privacy-safe, high-quality data and flexible integration options. Third-Party Onboarding: Expand reach with external data sets Experian’s Third-Party Onboarding capabilities make it easy for brands to augment their first-party data strategies on their preferred activation platforms with easy access to high-quality, activation-ready third-party audiences. For you, this means you no longer have to manage the onboarding process yourself or worry about compatibility. Instead, you can: Enhance your first-party targeting with third-party data that’s already privacy-safe and activation-ready. Reach more qualified consumers by layering in external behavioral, lifestyle, or intent signals. Maximize scale across your preferred platforms using Experian’s established integrations and ecosystem support. With Experian as your trusted partner, your audience strategy becomes more flexible, more scalable, and more effective, giving you the power to engage the right consumers beyond your own CRM. Start preparing now for summer campaigns You’ve cleared out the clutter, restocked your toolkit, and optimized your data strategy, and now, you’re ready to get ahead of the summer rush. While summer is go-time for high-impact marketing campaigns, now is the time to clean, organize, and prepare. Another reason to start now? Tariffs, inflationary pressures, and changing consumer confidence are already impacting product demand, budget planning, and go-to-market strategies for the rest of the year. Brands need to be ready and agile in the face of economic turbulence. So, think of this as your final recap checklist before the season (and the economy) changes: a set of intentional steps that ensure all your prep work translates into real performance when it counts. Start now to: Cleanse and enrich your data: Make sure outdated records don’t weigh down your summer outreach. Refresh profiles with Experian’s latest attributes to stay aligned with consumer behavior. Solidify your identity resolution strategy: Transition to persistent, privacy-safe identifiers like Experian’s unified ID to maintain addressability across devices and channels. Collaborate with key partners: Run pilot campaigns with trusted collaborators to augment your data and maximize scale ahead of peak season. Refresh audience segments: Update personas and segments based on the latest data insights. Trial omnichannel strategies: Use spring to test messaging across display, CTV, social, and mobile so your summer creative hits with precision. Confirm measurement readiness: Double-check attribution and analytics tools so you can optimize in real time and prove ROI. Tailor creative to the season: From backyard barbecues to road trips, ensure your messaging taps into the themes and activities consumers care about most this summer. Spring is the warm-up. Summer is the performance. Start today to improve your marketing data management and overall strategy, and you’ll be ready to hit the ground running. Let’s plan your seasonal strategy together Whether you’re looking for more spring marketing ideas or want to launch a high-impact summer campaign, Experian is ready to help. From strategy to segmentation and data clean rooms to real-time activation, we partner with you to build a marketing engine that performs now and keeps growing through the seasons. Connect with us today, and let’s turn your seasonal refresh into long-term momentum Latest posts

Retail media networks (RMNs) are on the brink of a major shift. While they are poised to capture over 20% of ad spend in 2025, on-site monetization won't be the growth driver it once was. With advertisers consolidating spend among just six or seven RMNs on average, including giants like Amazon and Walmart, it’s hard for smaller RMNs to compete. Off-site retail media ad spend is projected to grow 42.1% in 2025 - nearly three times the rate of on-site growth (15.1%), according to eMarketer's November 2024 forecast. This dramatic shift underscores that while on-site placements are maturing, off-site is where the momentum (and money) is heading. To remain competitive, RMNs must move beyond traditional, on-site placements and embrace a broader, more integrated approach to media activation. The future of retail media is about utilizing enriched first-party data to drive performance across the open web, connected TV (CTV), and other digital channels. Break free from your owned and operated properties Historically, RMNs have limited ad placements to their own digital properties. While this approach has delivered high-margin returns - on-site ad margins can reach 70-90%, compared to 20-40% for off-site - it’s also inherently limiting. Retailers only have so much owned inventory to sell, and advertisers demand greater scale and flexibility. As brands push for more reach, RMNs must extend their impact beyond owned-and-operated (O&O) properties. Omnichannel retail media ad spending is forecast to hit $61.2 billion in 2025. Brands are looking beyond retail sites to build integrated, multi-channel strategies that drive results across the funnel.eMarketer Off-site doesn’t just mean digital. Walmart’s recent expansion of its Fuel and Convenience stations - planning to open or remodel 45 in 2025, bringing the total to 450 - shows how physical spaces are also becoming extensions of a retailer’s media network. These locations create new touchpoints where advertisers can engage shoppers with timely, context-aware messaging while they fuel up or grab a snack. These quick-stop environments are ideal for limited-time offers or impulse-triggering messages - especially since 68% of U.S. adults say discounts contribute to their latest in-store impulse purchase. Maximize the value of first-party data One of retail media’s biggest promises is the power of first-party data for precision targeting. While on-site ads are inherently lower-funnel, off-site activation allows advertisers to move up the funnel and apply retailer customer data holistically across the open web. For example, DoorDash and Macy’s now offer self-service audience data to advertisers via The Trade Desk, allowing brands to target consumers programmatically. Meanwhile, Walmart is taking a different approach - cloning The Trade Desk’s technology to maintain its walled garden. These moves demonstrate how retailers are rethinking data monetization strategies to scale beyond O&O limitations. Drive new revenue streams with off-site activation Off-site activation enables RMNs to drive incremental reach on channels where audiences are actively engaging, including CTV, programmatic display, and social media. This expansion allows brands to connect with consumers beyond retail websites. Retailers are also utilizing non-endemic advertising opportunities in environments like gas stations and kiosks. Unlike traditional grocery or apparel aisles, these spaces are brand-neutral, allowing advertisers who don’t sell products in-store to still activate campaigns using retailer data. In fact, 53% of brands have already partnered with a retailer that doesn’t carry their product, and that number is expected to grow as advertisers seek new ways to tap into retail media’s rich targeting capabilities. Retailers looking to extend the value of their data beyond O&O inventory have two primary off-site opportunities: First, they can use an identity graph to resolve customer identifiers into addressable IDs that can be enriched with additional attributes and activated across channels like the open web and CTV. This allows retailers to find and reach known customers with relevant messaging outside of their owned platforms. For example, a grocery RMN can identify lapsed snack buyers and deliver streaming TV ads that reengage them on CTV platforms. CTV retail media ad spending alone is expected to grow 43.1% this year, reaching $4.86 billion, highlighting the appetite for video-based upper-funnel strategies. Second, RMNs can broaden reach by activating first-party audiences, syndicated segments, or custom-built audiences through onboarding capabilities. These audiences can be sent to a variety of programmatic and CTV destinations, enabling advertisers to engage shoppers in high-impact environments. For example, a home improvement retailer can send its audience segments to programmatic ad exchanges, ensuring DIY shoppers see relevant offers even while browsing unrelated sites. Together, these approaches allow retailers to monetize their data more effectively while giving brands the ability to reach consumers in moments that matter beyond just retail websites and apps.  Scale and measure success with data partnerships For smaller RMNs to compete with larger players, they need more than just inventory - they need the ability to scale campaigns and prove performance. Data partnerships play a critical role in both expansion and measurement. Measurement remains one of the biggest challenges for RMNs moving off-site. On-site retail media offers closed-loop attribution, but off-site activations introduce complexity. Retailers can work with an identity resolution partner like Experian to connect ad exposures to actual retail outcomes, such as store visits or purchases, across digital and physical environments. Whether it's through pixels placed on campaign ads or TV impression logs, these connections help RMNs demonstrate real impact. This approach helps unify disparate data - such as a CTV ad exposure and a subsequent online or in-store purchase - into a clear, measurable outcome. These insights not only show what’s working, but help RMNs optimize future campaigns and provide advertisers with transparent, third-party-validated reporting. As retailers like Walmart integrate loyalty programs like Walmart+ into their physical extensions, they gain valuable behavioral insights into how customers shop across formats - from fueling up to filling carts. These data signals help refine identity graphs and improve measurement across increasingly hybrid consumer journeys. Beyond ads: The data monetization opportunity Smaller RMNs may struggle to scale ad-supported revenue, but there’s another path forward: Data-as-a-Service (DaaS). Providing anonymized, privacy-compliant audience insights to brands offers a high-margin, scalable revenue stream. In fact, some retailers are already embracing this model by licensing their data to programmatic platforms. A playbook for smaller RMNs to win off-site The future of retail media belongs to those who harness data to influence consumer behavior across all digital marketing channels. To succeed, RMNs should focus on: Moving beyond owned inventory: Activate first-party data across CTV, social, and programmatic channels to meet advertisers where their audiences are. Expanding reach through partnerships: Collaborate with identity resolution providers to maximize match rates and campaign effectiveness. Building a full-funnel offering: Position off-site retail media as a brand-building play, tapping into ad budgets that traditionally fund upper-funnel campaigns. Monetizing data, not just ads: Explore DaaS models to generate passive revenue. The time to move off-site is now Retailers that wait too long to embrace off-site activation risk falling behind. Those that expand beyond their owned inventory, invest in off-site data strategies, and build strategic partnerships will be the ones that shape the future of retail media. Experian isn’t just part of the RMN conversation. We’re driving it. Let’s talk. Connect with our team Latest posts

Not all customers are the same, so why waste your budget marketing to them like they are? McKinsey research shows that 71% of consumers want personalized shopping experiences, and 76% get frustrated when they don’t have them. That’s where demographic segmentation comes in. But what is demographic segmentation, exactly? We define it as a process that helps you categorize your audience into meaningful demographic groups so you can reach the right people with impactful custom messages. Businesses across industries are partnering with Experian to power smarter decisions and better results through solutions like demographic segmentation — but what does this look like in action? This article breaks down five real-world demographic segmentation examples, showing how businesses have worked with us to drive measurable success so you can see exactly how it can work for you. What is demographic segmentation?   Demographic segmentation involves dividing your audience into smaller, more specific groups based on shared demographics like income, education, gender, job, family status, and more to gain a more granular understanding of your brand’s target segments. The better you know your audience, the better you speak to their unique needs — and the more effective your campaigns will be, as you’ll be able to target each segment with highly personalized content that resonates. For instance, a company might market a new tech gadget to young adults in one way while promoting the same product to families with young children in a completely different way, ensuring the message speaks to each group’s lifestyle and priorities. Demographic segmentation attributes Some of the most common attributes used in demographic segmentation include: Age Each age group has different wants and needs. A new video game might catch the eye of teenagers, while a retirement plan is more likely to appeal to someone in their 50s or 60s. Gender Gender impacts preference for certain products, from fashion to gadgets, so knowing who you’re talking to helps make your marketing more relevant. Income Someone with a higher income might be more likely to purchase premium products, while someone on a budget will respond better to discounts or value-based offers. Education The level of education a person has can influence what kind of messaging will resonate with them, whether it’s complex or more straightforward. Occupation A marketing message targeting busy professionals might differ from one aimed at students or retirees. Occupation can tell you what’s important to a person in terms of their needs and lifestyle. Family Status A family with young kids likely has different priorities than a single person or a couple without children. You can adapt your messaging to be more relevant to what matters most to them, like convenience or value. Benefits of using demographic segmentation Demographic segmentation offers several valuable benefits for marketers. Here’s why it’s one of the most commonly used and effective ways to target audiences: Improved targeting and personalization: Demographic segmentation powers highly customized campaigns so you can cater to different income levels, family structures, job types, and so forth. B2C brands can provide offers based on factors like age, income, and gender, while B2B brands can target by occupation to reach decision-makers. Better product and service development: Understanding which demographics use your product or service is a great way to inform future improvements. Higher engagement: With highly customized content, you can speak directly to specific demographic groups and increase engagement. Cost efficiency: As you target the most relevant segments, you optimize your spending around the most likely buyers and will see better returns. Increased conversion and retention: Relevant, targeted messaging leads to higher conversion rates, and when people feel understood, they’ll want to keep coming back. Clearer customer insights: Demographic data provides precise, actionable insights for refining your marketing strategy. Simplicity and effectiveness: Demographic insights are immediately actionable and easy to implement, which gives you a great starting point for focused campaigns. When to use other segmentation types While demographic segmentation provides valuable consumer insights, there are times when other approaches may offer a more effective strategy: Your business provides location-dependent services. If you strictly serve a local area, geographic segmentation would be more effective in targeting customers based on location. Your business offers hobby-centric products or services. Psychographic segmentation (based on interests, lifestyle, or values) may be more relevant than demographics alone for products related to specific interests or hobbies. You have access to detailed behavioral data. If you collect data on customer behavior (like browsing history or purchase patterns), behavioral segmentation would allow for more personalized targeting than demographics. You're selling high-end luxury products. While income is a useful demographic variable, psychographic factors like values, aspirations, and lifestyle better capture the desires of luxury consumers. Your target audience shares similar behaviors, regardless of demographic factors. Behavioral or psychographic segmentation might offer more insight if your customers engage with your product or service based on shared behaviors rather than demographic traits. Your product or service targets specific needs or pain points. Segmenting by need or issue rather than traditional demographic variables would likely yield better results if you're offering a solution to a particular problem (like a health-related product). How our customers are using demographic segmentation to produce tangible results               Demographic segmentation is about knowing your audience and using data to create marketing strategies that drive measurable outcomes. Let’s look at some real-world use cases from brands like yours that have been successful in this effort, working with Experian to translate demographic insights into significant business growth. Use case #1: Identifying customer spending potential to boost growth for a retail chain Objective A large retail chain wanted to understand the spending potential of each customer in their stores. Their goal was to uncover and maximize untapped spending potential. Solution Experian conducted an analysis to identify the top demographic factors that drove spending in the retail store the previous year. Our consultants found the four key drivers were: Age Income Family structure (household composition) Location/region Results By combining these attributes to create segments, we uncovered two valuable annual estimates: Potential spend: A conservative estimate of how much a customer could spend if they reached the top 20% of spenders within their specific demographic segment (based on data from the highest spenders). Unrealized spend: The difference between a customer's annual potential spend and their current spend. An estimate of how much more they could be spending each year. These demographic segments provided the marketing strategy the retail chain used to target $1.1 billion in unrealized spend. This revealed how much additional revenue could be captured by targeting the right customers with tailored marketing and offers through demographic segmentation. Use case #2: Helping a financial institution identify regional DE&I opportunities Objective A large financial institution needed help identifying regional diversity, equity, and inclusion (DE&I) opportunities. They wanted to better prioritize their outreach to underserved communities in the Los Angeles area. Solution Experian's Custom Analytics team provided the data and insights to pinpoint specific areas needing attention. We used three key indices to analyze the region: Income index: Measured each underserved economic group by comparing the percentage of low-to-moderate income consumers against the entire L.A. area. Ethnicity index: Measured the percentage of consumers by ethnicity, such as African-American, Hispanic, Asian, and others, against the entire L.A. area. Credit index: Identified potential credit disparities by looking at the average FICO score and the percentage of customers with credit accounts against the entire L.A. area. Results Our client received an analytics dashboard to track and report these metrics, providing clear, traceable data to prioritize DE&I outreach. This dashboard helped them measure progress toward more inclusive practices. Use case #3: Segmenting a health supplement ambassador program for enhanced engagement Objective A health supplement company wanted to identify specific segments within their ambassador program to provide better support and increase engagement. Solution Experian’s Custom Analytics team developed tailored customer segments to address specific needs and behaviors. These segments included: Young and independent: Younger, lower-income singles or starter households who are just beginning to establish their own lives. Families with ends to meet: Young and middle-aged families with kids who are budget-conscious, often using coupons and enjoying fast food. High-end families: Middle-aged families with kids and high incomes, financially secure big spenders who also give to charities. Empty nesters: Older households with no kids who focus on cooking at home and may have more disposable income. Results Segmenting at registration allowed for more effective communication and engagement with prospects. Customized messaging, guided by customer demographics and purchasing behaviors, improved acquisition and retention by helping the right messages reach the appropriate individuals through their preferred channels. Use case #4: Comparing customer bases: Insights for a retailer across two cities Objective A national retailer with locations in two major cities (their home base city and a recent expansion city) wanted to understand how different their customer base was in each city. They aimed to uncover key demographic and behavioral differences to refine their marketing strategies and ensure each location received the most relevant messaging and promotions. Solution Experian’s Custom Analytics team analyzed each city’s customers across a wide range of characteristics:. Demographics: The expansion city had a younger population with more families, while the home base city had an older and more established customer base. Purchasing behavior: Customers in the expansion city spent more per transaction than those in the home base city. Preferred marketing approach: Customers in the home base city were likelier to be Brand Loyalists, responding well to familiar, trust-driven messaging. Shoppers in the expansion city were Savvy Researchers who responded better to value-based content and product comparisons. Results Using these insights, the retailer tailored its marketing approach to align with each location’s customer base: Home base city: Focused on maintaining loyalty by emphasizing brand trust and highlighting long-term customer benefits. Expansion city: Positioned marketing to appeal to younger, family-focused consumers to showcase high-value purchases and competitive pricing These adjustments led to improved engagement and higher sales in both cities. Use case #5: Optimizing direct mail to help a nationwide retailer maximize impact on a limited budget Objective Facing a shrinking marketing budget, a nationwide retailer needed to refine their direct mail strategy to reach the right customers while reducing costs. Solution Experian’s Custom Analytics team developed a comprehensive dashboard summarizing two dozen recent direct mail campaigns, which allowed the retailer to: Understand the demographic composition of high-response customers across different regions. Identify key patterns in response rates, helping them pinpoint the most receptive audiences. Discover that the Power Elite Mosaic Group representing affluent, high-spending households comprised only 17% of their mailed audience but accounted for 47% of responses. Results With these insights, the retailer restructured their direct mail strategy to target the highest-performing segments. Changes like these led to a 30% reduction in mailing costs while retaining 92% of sales, proving that strategic segmentation can drive efficiency without sacrificing revenue. Explore demographic segmentation with Experian’s Analytics Consulting team Now that we’ve provided a demographic segmentation definition and given you some real-world demographic segmentation examples, it’s time to get a deeper understanding of your audience. Our experienced consultants utilize Experian Marketing Data to create the demographic segments you need to enhance targeting and uncover hidden opportunities. Key features Expertise and experience: Our consultants bring a wealth of analytic knowledge and industry expertise, so you can utilize the latest techniques and best practices. Customized solutions: We provide tailored, custom solutions like demographic segmentation to address your specific needs and challenges. Data-driven insights: Our expertise in Experian Marketing Data quickly delivers valuable insights to optimize operations and identify new opportunities. Industry perspective: As external experts, our consultants offer the unbiased perspective necessary to see beyond internal biases and make objective decisions. Competitive advantage: Utilizing our analytic consultants gives your business a competitive edge by understanding market trends, customer behavior, and potential risks faster than your competitors. Connect with us today to see how our data and expertise can improve  your targeting, personalization, and campaign performance. Connect with us Latest posts

In our Ask the Expert series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Brian Mandelbaum, CEO and Co-Founder at Attain. About Attain Built for privacy — with visibility across all retailers, verticals and purchases — Attain provides solutions for the modern marketer. Its real-time measurement and optimization solutions coupled with high-fidelity audiences and proprietary insights enable marketers to drive valuable business outcomes. The power of transaction-based audiences Attain’s real-time transaction data provides a 360-degree view of consumer behavior. What makes this approach more effective than traditional demographic or behavioral targeting? Attain is the industry’s most trusted source of live purchase data, powered by a robust panel of 8 million fully permissioned consumers. Our platform delivers unmatched, real-time visibility into consumer purchase behavior across retailers, industries, and payment methods. Marketers gain deep insights — such as in-store vs. online purchases, payment methods, purchase frequency, cart contents, and average transaction value — enabling more precise audience targeting and media strategies. With Attain’s rich, transaction-based data, marketers can optimize campaigns with direct, actionable sales signals. Ensuring data accuracy and relevance Attain curates audiences using real-time transaction data, but advertisers often ask whether this data is deterministic or probabilistic. Can you clarify your methodology, and if probabilistic, how do you ensure accuracy and representation across the entire US population? Our transaction data comes directly from the largest live purchase data panel in the U.S. Covering over 10,000+ merchants and $600B in cumulative spend, our dataset offers a complete and dynamic view of real-world purchase behavior. Using advanced machine learning, we scale this data to represent the entire U.S. population with unmatched accuracy, ensuring a balanced and unbiased reflection of consumer spending patterns. Our rigorous methodology eliminates outliers, continuously optimizing for precision and stability, so marketers can trust our insights for better targeting, measurement, and optimization. Privacy-first data practices Attain is built on a privacy-first, consumer-permissioned model. There are many ways to capture purchase data—why did Attain choose a panel-based approach, and how does this method compare to other collection strategies in terms of accuracy, scale, and compliance? Attain’s panel-based approach is the foundation of our privacy-first, consumer-permissioned model. By capturing real-time transaction data directly from our opted-in consumer panel, we ensure unmatched accuracy and ethical data sourcing — paramount in today’s privacy-conscious world.   In exchange for sharing their data, consumers receive valuable benefits like early wages, savings tools, and shopping rewards, with no hidden fees. Unlike legacy third party data providers, our directly sourced transaction data provides deeper, more precise insights, enabling highly granular and actionable audience segments.   Our continuously growing panel reflects a broad cross-section of U.S. consumers while maintaining strict privacy and compliance standards. We fully adhere to regulations like CCPA and GDPR, giving both consumers and advertisers confidence in the responsible use of data. Attain’s approach delivers the ideal balance of accuracy, scale, and compliance—while prioritizing consumer trust. Cross-channel addressability With brands activating audiences across display, mobile, and CTV, how does Attain’s purchase data help advertisers refine their cross-channel strategies? Attain’s purchase data empowers advertisers to refine cross-channel strategies with smarter, data-driven insights. Our real-time transaction-based audiences enable scalable activation across display, social, online video, and addressable TV — ensuring campaigns reach high-intent buyers more likely to convert.   By applying purchase-based audiences across all channels, marketers are utilizing the strongest signals possible, which enables a more effective holistic strategy to drive to that ultimate sales outcome. Whether through social media, TV/CTV, mobile, or programmatic platforms, Attain helps brands connect with consumers at key moments in their buying journey, maximizing media impact with real behavioral insights instead of proxies.   With an expansive and growing network of media partners, Attain ensures brands reach their audiences wherever they are, delivering consistent, high-impact messaging. Whether optimizing for brand awareness or performance, our data helps marketers make smarter decisions to drive superior results. Proven performance with live purchase feedback Attain moves beyond traditional proxy metrics by providing live purchase data. How does this help advertisers optimize campaigns while they’re still running? What sets Attain’s audiences apart isn’t just the data fidelity and holistic coverage of consumer behavior, it's that they’re built and validated using live, privacy-safe purchase signals. Advertisers can execute campaigns confidently, knowing that they’re reaching real consumers based on recent, real-world transactions, not outdated models or inferred, probabilistic behaviors. Attain’s ability to measure sales lift across a wide range of inputs means that marketers can easily understand which audiences are driving actual sales outcomes during flight. This unlocks smarter mid-campaign optimizations, discovering new audiences, and fine-tuning targeting — to ensure audience performance continually improves against real revenue goals. Attain’s closed-loop approach gives advertisers a faster path from targeting to transaction, helping brands maximize the value of every impression. Industry-specific use cases Beyond CPG, Attain supports industries like QSR, retail, and financial services. Can you share a compelling example of how brands in these verticals are utilizing your audiences? Attain’s audiences provide a comprehensive view of the consumer, capturing all aspects of their purchase behaviors — from travel and dining to TV content consumption and shopping habits. This broad perspective offers brands a far richer set of buying signals than ever before, enabling them to make more informed decisions across the entire consumer journey. Quick service restaurants (QSR): With a comprehensive view across all transaction types (cash, credit, debit) – Attain enables QSRs to capture a full picture of customer spend at their nationwide locations. Ensuring these brands have holistic coverage across all sales channels, powered by a direct relationship with the consumer, Attain captures transactions both in-store, online, and through 3P delivery apps like UberEats and Grubhub. This powers Attain’s deep insights, which QSRs can use for intelligent, precise targeting- including frequent visitors, competitive share, products purchased, and more. QSRs can use this data to solve a variety of business objectives, like retention/growth, competitive conquesting, and more. Retail: In retail, Attain provides a wide range of audience segments, including loyalty shoppers, in-market buyers, competitive shoppers, and even adjacent buyers who may be interested in similar products. By combining these segments, retailers can optimize their campaigns to target real-time shoppers with the highest intent, rather than relying on outdated or generalized profiles that other providers might offer. Additionally, with our industry-leading refresh rate, brands benefit from the most up-to-date data, ensuring their campaigns are always aligned with the latest consumer behaviors. Financial services: In the financial services sector, Attain’s purchase data helps identify consumers who are actively considering financial products such as credit cards or loans. By understanding their purchasing behaviors, marketers can deliver highly personalized and relevant offers to those already displaying intent, leading to better conversion rates and more effective acquisition strategies. Integration with Experian's marketplace Attain is now available through the Experian marketplace. How does this integration make it easier for advertisers to activate and scale your audiences? Attain’s integration with Experian marketplace makes it easier than ever for advertisers to activate our purchase-based audiences across TV, social, and programmatic. This partnership makes Attain’s data even more accessible, supporting our mission to build the most comprehensive and trusted consumer data ecosystem.   With direct access to our real-time audiences within Experian’s marketplace, advertisers can more efficiently launch campaigns at scale and make more precise, data-driven decisions. As one of Experian’s inaugural partners, we’ve already seen strong adoption and demand, reinforcing the value of this partnership. The future of transaction-based targeting As the use of transaction data in advertising continues to grow, what changes do you anticipate in how brands will apply it for targeting and measurement? And how is Attain evolving its approach to support those shifts? As transaction data reshapes advertising, brands can shift from targeting probabilistic audiences to reaching high-intent consumers for greater ad relevance and conversions. Purchase data also unlocks highly accurate incrementality measurement, closing the loop and revealing which tactics and channels drive true incremental sales. Attain’s platform is built for outcomes-driven advertising, capturing data across the entire media cycle to continuously optimize performance. As we continue to make investments in AI and machine learning into our platform, our insights will become even more actionable and efficient — helping brands maximize impact, drive incrementality, and fuel long-term growth. Thanks for the interview. Any recommendations for our readers if they want to learn more? To explore our audience segments, visit the Attain website or contact your Experian account representative to schedule your free match test. Contact us today About our expert Brian Mandelbaum, CEO and Co-Founder, Attain Brian Mandelbaum, a veteran entrepreneur and investor, is the co-founder and CEO of Attain, North America’s largest opt-in purchase platform. Prior to Attain, Brian founded Clearstream TV, a data-enabled video distribution platform acquired by Engine Group in 2015. He brings over 20 years of experience in data-driven digital media, collaborating with top agencies and major brands. Latest posts

Cuebiq’s mission, as an offline intelligence and measurement company, is to quantify how digital marketing impacts offline consumer behavior. This case study shows how Cuebiq partnered with Experian to continue delivering in-store lift analyses despite signal loss. To achieve this, Cuebiq used Experian’s Activity Feed to resolve digital ad exposures to mobile ad-IDs, so that marketers could know the effectiveness of their media campaigns on in-store visits and purchases.  Even as Google backs away from third-party cookie deprecation, the need for flexible, future-proof identity solutions remains. By partnering with Experian, Cuebiq could help their clients more accurately measure their campaigns and optimize their media.    Challenge: Increasing match rates across digital platforms Cuebiq wanted to enhance how well they connect digital ad exposures, across web, mobile, and connected TV (CTV), to mobile ad IDs (MAIDs), of consumers who visited their clients’ stores. They needed a single technology partner who could collect data across these environments and improve these connections.  With the ability to resolve exposures to households, individuals, and MAIDs to then facilitate attribution of digital exposures to offline store visitation, Cuebiq could continue to provide accurate reports on how digital ads impact offline consumer behavior. This clarity in data enables their clients to fine-tune their marketing strategies.   Cuebiq’s key objectives included:   Resolving digital exposures to MAIDs Increase overlap of offline and online data Improving the effectiveness of offline measurement offerings  Activity Feed: The solution to increase match rates Experian’s Activity Feed pulls together fragmented digital event data from all digital channels, including browsers like Safari and Firefox that restrict traditional tracking methods. Activity Feed ingests and ties digital ad exposure and website activity data to household or individual profiles hourly, helping client's associate ad exposures to impact by a household or individual. Activity Feed plays a crucial role in overcoming fragmented data and helping marketers accurately measure their cross-channel marketing efforts.   Cuebiq used Activity Feed to resolve exposure data from all environments, even cookieless ones, to a single household or individual and saw significantly higher match rates. Cuebiq received their clients’ ad exposure data resolved to mobile ad IDs (MAIDs) and correlated it to their clients’ in-store visitation and sales. To do so, Cuebiq implemented the Experian pixel, which they placed to track all their marketers’ impressions (mobile, CTV, web traffic, etc.). The Experian pixel collects information in real-time, such as:   Timestamp Cookies Device ID (MAID/CTV) when available IP address User-Agent Impression ID “Before we started working with Experian, we couldn’t fully maximize ad views across the complex digital landscape. In just a few weeks, they were able to maximize the match rate across the fragmented digital inventory, solving a huge problem when it comes to cross-channel attribution.” Luca Bocchiardi, Director of Product, Cuebiq Results Activity Feed combines separate data streams and matches them back to a household. This enables Cuebiq to expand household IDs and accurately identify MAIDs that are seen in-store for cross-channel measurement. Over a 21-day period, Cuebiq passed ~1 billion events to Experian. Activity Feed resolved 85% of total events to a household, 91% of which were tied to MAIDs.   By implementing Activity Feed, Cuebiq was successfully able to: Gain clearer insights into the success of their client‘s campaigns  Match consumer engagements in a privacy-compliant manner Tell the story of the key performance indicators (KPIs) related to their marketing efforts  A solution for measurement across cookied and cookieless environments Activity Feed is prepared for whatever the future of signal loss holds in store, capable of using third-party cookies and alternative IDs, like UID2.0s, ID5 IDs, hashed emails, and IPs for identity resolution. Experian remains fully committed to exploring a suite of next-generation solutions and prioritizing continued testing of different industry solutions to help customers maintain consumer visibility amidst signal loss. We’ve identified six viable alternatives to third-party cookies, how these alternatives fall short, and how Experian can help you navigate these alternatives.   “Experian’s customer service is extremely efficient and collaborative. We trust them to keep putting our business first long-term.”Luca Bocchiardi, Director of Product, Cuebiq Download the full case study to discover how Cuebiq used Activity Feed to overcome their challenges. Your path to maximizing match rates and resolving data from cookieless environments starts here.  Download the full case study Contact us About Cuebiq Cuebiq is transforming the way businesses interact with mobility data to providing a high-quality and transparent currency to map and measure offline behavior. They are at the forefront of all industry privacy standards, establishing an industry-leading data collection framework, and making it safe and easy for businesses to use location data for innovation and growth. To learn more, visit their website at www.cuebiq.com Latest posts

In the ever-evolving and soon-to-be cookieless advertising world, brands and agencies need help finding and maintaining access to accurate and comprehensive marketing data that enables them to reach the audience segments that matter most. Flashtalking by Mediaocean and Experian have a collaboration in place to do just that. Through this partnership, Experian’s more than 2,400 syndicated audiences are available for activation within the Flashtalking platform and its Social Ads Manager. “There are a lot of audience segments and data disappearing within the advertising industry right now because of the deprecation of third-party cookies, but Experian’s syndicated audiences are built for this new privacy-first world. Through this partnership, Flashtalking's clients gain access to some of the industry's most actionable on-the-shelf and custom audience capabilities for activation and targeting across the publishers and social platforms that matter most. It’s as easy as identifying the segments that matter to your brand and activating them everywhere they exist with a few simple clicks.” - Ben Kartzman, COO, Flashtalking by Mediaocean This partnership unites the power of Flashtalking's best-in-class independent omnichannel advertising platform with Experian’s comprehensive audience intelligence, which spans 126 million households and 250 million consumers. “For the same reason that brands are investing more deeply in first-party data in the wake of third-party cookie deprecation, having access to the right audience segments has never been more important. Mediaocean offers access to the only independent ad server that’s powering truly omnichannel, personalized experiences, and we’re thrilled to be amplifying their ability to do that through Experian’s expansive audience segments.” - Colleen Dawe, Director, Sell-Side Sales, Experian The Flashtalking Social Ads Manager has long-standing relationships and technical integrations with all major platforms, including Facebook, Google Demand Gen, Instagram, LinkedIn, Pinterest, Snap, TikTok, and a forthcoming integration with Reddit. Experian data can be deployed through custom and syndicated segments within these platforms, providing clients with both reach and precision. The power of the Experian - Flashtalking collaboration Benefits to marketing organizations that tap Experian data and audience segments via the Flashtalking platform include the following: A unified customer view: Marketers can use Experian's comprehensive data within Flashtalking to create a unified view of the customer across multiple channels. This helps craft cohesive marketing strategies that deliver consistent messages, enhancing customer experiences and brand perception. Enhanced targeting and personalization: Marketers can access Experian's detailed audience segmentation and insights within Flashtalking to target campaigns effectively. They can personalize messages at scale based on demographic, psychographic, and behavioral data to increase engagement and conversion rates across all channels. Optimized cross-channel strategies: With Flashtalking's cross-channel capabilities, marketers can integrate Experian's insights to understand how different segments interact with various channels. This enables the design of optimized cross-channel strategies that cater to the preferences and behaviors of different audiences. Data-driven decision-making: This partnership combines Experian's in-depth consumer insights with Flashtalking's analytics and reporting tools to help marketers make informed decisions. This data-driven approach can improve campaign performance, optimize media spend, and reveal untapped market opportunities. Local market activation: Marketers can also use Experian's geographic and location-based data within Flashtalking to tailor campaigns to local markets. This localized approach can enhance relevance and response rates, providing a competitive edge in regional marketing efforts. Improved media efficiency: This collaboration also enables organizations to harness the power of Experian's data within Flashtalking to improve media planning and buying. They can identify the most effective channels and timeframes for reaching specific audiences, leading to more efficient and cost-effective media investments. Why choose Experian in Flashtalking For over 50 years, we have been a trusted single-source provider of data management solutions. Our expertise in offline and digital identity has enabled us to curate data from over 200 direct and active sources, offering a comprehensive view of consumers with granularity, accuracy and scale. Using this data, we can craft our syndicated audiences to cover many verticals and specialty categories. For example, a Flashtalking client in the automotive industry can supercharge its campaign efforts. Experian has found that automotive advertisers build segmentation using four major data categories: Automotive Demographics Lifestyles and Interests Retail Shoppers: Purchase-Based Directly within the Flashtalking platform, multiple syndicated audiences from Experian in each major data category specific to automotive are available that brands and agencies can activate on-the-shelf to reach consumers with targeted messaging and retargeting. Experian and Flashtalking are future-proofing advertising Together, Flashtalking and Experian will ensure advertisers can continue to deliver personalized, relevant, and impactful messages and experiences to consumers despite ongoing shifts within the data-driven marketing landscape, including the deprecation of third-party cookies in Chrome. This partnership offers greater access to audience segments built on privacy-safe insights with expansive reach, scale, and flexibility. Connect with us to learn more about how you can access Experian’s syndicated audiences through Flashtalking by Mediaocean. Contact us today About Flashtalking by Mediaocean Flashtalking unleashes the power of creative to make media work better. As the leading independent platform for personalization and intelligence across all marketing channels, our Creative Ad Tech bridges the gap between creative and media. We provide AI and automation to connect the silos between teams and deliver more efficient production, versioning, and distribution of creative. Our solutions operate at scale across CTV, Video, Display, Social, Native, Audio, DOOH, and Retail Media channels. As part of Mediaocean, Flashtalking is tied into the industry’s core ad infrastructure for omnichannel planning, buying, and billing. Visit flashtalking.com to learn more. Latest posts

Shoptalk 2024, the premier event for retail and e-commerce professionals, brought together industry leaders to discuss the latest trends and innovations shaping the future of retail. As the retail landscape continues to evolve, here are four key takeaways from Shoptalk 2024: 1. The continuing rise of retail media networks The evolution of retail media is propelling us into a new era of advertising and first-party data monetization. Retailers are using their valuable first-party data to offer targeted advertising opportunities on both their owned and operated channels -- from sponsored content to personalized ads -- and through offsite programmatic ads. However, the full potential of retail media networks (RMNs) is hindered by challenges in understanding and targeting shoppers beyond retail data, reaching customers across channels and validating measurement. To unlock the true value of RMNs, and turn these challenges into opportunities, companies should focus on four areas: Gain insights: Learn more about your customers and the customers your marketing partners care about. Create audiences: Use enriched data to build addressable audience segments for advertisers to target. Maximize reach: Expand your addressability and monetize your data on and off platform. Demonstrate success: Validate marketing impact by connecting ad exposures to outcomes. “It was evident at Shoptalk 2024 that the rise of retail media is unstoppable. The conversations, collaborations, and insights shared at the event cemented the position of retail media networks as the driving force behind the future of commerce.”Alison Hofelich, Sr. Account Executive, Big Box Retail & Grocery 2. Content-led commerce Content is becoming increasingly pivotal in driving commerce, with retailers investing in shoppable video to stimulate conversations and foster customer engagement. While video may not always lead to immediate transactions, it can start dialogues, offering retailers a platform to enhance customer loyalty and influence future sales. Retailers talked about their focus on connecting with Gen Z on a deeper level. PacSun highlighted initiatives like the launch of a gender-fluid line and continuous engagement with young consumers via social media for feedback. Additionally, PacSun talked about embracing "conscious capitalism" by co-creating with influencers and customers, recognizing the growing consumer preference for brands that make a positive impact. By collaborating with influencers and using user-generated content, retailers can create authentic experiences that resonate with their customers. 3. Data privacy and trust With data playing a central role in retail strategies, ensuring data privacy, and building trust with consumers are imperative. Retailers must prioritize transparency and security to safeguard customer information and nurture long-term relationships. While the focus may currently be on capturing Gen Z market share, businesses need to anticipate shifts in consumer demographics and adapt their strategies accordingly. Using customer data in a privacy-compliant way enables retailers to implement effective personalization strategies that drive long-term engagement and loyalty. “Retail media networks were at the center of Shoptalk 2024. In addition to retail media networks, the seamless integration of data to enhance customer personalization and the rising importance of targeting Gen Z were recurring themes."Kai Rood, Account Executive, Retail Apparel 4. The time to embrace AI is now Technology continues to drive innovation in retail, with advancements in AI reshaping the shopping experience. From virtual try-ons to personalized product recommendations, retailers are using AI to engage consumers and enhance product discovery. Testing and learning are essential for AI implementation, as companies navigate the risks and rewards of technological innovation. Navigate the future of retail with Experian Shoptalk 2024 provided invaluable insights into the future of retail, highlighting the importance of retail media networks, content-led commerce, data privacy, and tech innovation. By embracing these trends and innovations, retailers can position themselves for success in an ever-evolving marketplace. At Experian, our solutions are tailored to empower businesses in navigating this dynamic landscape. Through our Consumer Sync solutions, we bridge the gap between online and in-store touchpoints, ensuring a unified strategy for reaching audiences across channels and evaluating campaign performance. Our Consumer View solutions enable you to tap into 5,000 demographic and behavioral attributes to fill in any gaps on your customer. Go beyond category buyers by combining your first-party data and Experian's top ranked data to build custom audiences that lead to higher ROI for your advertisers. Connect with a member of our team today to get started. Latest posts

Explore the impact of cookie deprecation on digital marketing and learn strategies to adapt using ethical data practices and first-party data.

As the vibrant colors of spring emerge, so do opportunities for marketers to engage with their audience in fresh and meaningful ways. Crafting effective spring advertising campaigns requires a deep understanding of your target audience. In this blog post, we'll explore five key audience categories, each presenting unique opportunities for impactful spring advertising campaigns. What separates Experian's syndicated audiences Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs).   Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes such as Presence of Children.   Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like The Trade Desk, Magnite, DirectTV, Dish, and OpenAP.  Spring cleaning and home improvement Embrace the energy of renewal associated with spring cleaning. Target audiences interested in home improvement and organization with Experian syndicated audiences like "Gardening Mothers" or "Home Improvement & DIY Frequent Spenders." Share tips, hacks, and products that align with the desire for a fresh start, turning mundane chores into exciting opportunities for your brand to shine. Here are 6 audience segments that you can activate to target consumers focused on spring cleaning and home improvements: Purchase Transactions > Household Goods > Frequent Spenders Purchase Predictors > Shoppers All Channels > Home Maintenance and Improvement Purchase Transactions > DIY and Advice Seekers > High Spenders Purchase Transactions > Home Improvement/DIY > High Spenders Retail Shoppers: Purchase Based > Home Improvement & DIY > Hardware & Home Improvement Retail Shoppers: Purchase Based > Shopping Behavior > Big Box and Club Stores: Walmart Frequent Spenders Gardening Spring is the time when consumers are investing in gardening equipment for lawn care. Here are a few audience segments you can activate to target consumers focused on gardening: Retail Shoppers: Purchase Based > Home Improvement & DIY > Garden & Landscaping Stores: Frequent Spenders Lifestyle and Interests (Affinity) > Hobbies > Gardening Lifestyle and Interests (Affinity) > Moms, Parents, Families > Gardening Mothers Purchase Predictors > Shoppers All Channels > Lawn and Garden Movers and new homeowners Did you know? 44% of new homeowners are between the ages of 25-39*. Improve engagement for your spring targeting by pairing our new homeowner audiences with our Demographics > Ages > 25-29, 30-34, and 35-39 syndicated audiences. Here are a few you can activate now: Life Events > New Homeowners > Last 6 Months Life Events > New Movers > Last 12 Months Mother's Day: Unveil the perfect gift Appealing to the emotion of gratitude and love, Mother's Day is a significant occasion for marketers. Activate Experian syndicated audiences such as "Mother's Day Shoppers" and "Florists & Flower Gifts High Spenders" to tailor your spring advertising campaign toward those likely to purchase heartfelt gifts. Share ideas and promotions that resonate with the nurturing and caring spirit of this celebration. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Mother's Day: Retail Shoppers: Purchase Based > Seasonal > Mothers Day Shoppers Spenders Lifestyle and Interests (Affinity) > Moms, Parents, Families > Mothers with 2+ children Mobile Location Models > Visits > Mothers Day Shoppers Lifestyle and Interests (Affinity) > Moms, Parents, Families > Moms Age 25-54 Mobile Location Models > Visits > Jewelry Retail Stores Retail Shoppers: Purchase Based > Shopping Behavior > Florists & Flower Gifts: High Spenders Father's Day: Celebrate Dads in style Highlighting the significance of paternal bonds, Father's Day is an excellent opportunity to showcase thoughtful gifts and experiences. Engage the "Father's Day Shoppers" or "Growing and Expanding families" with content and products aligned with their interests. Craft a campaign that acknowledges the varied roles fathers play and the unique gifts they would appreciate. Here are 6 audience segments that you can activate to target consumers getting ready to celebrate Father's Day: Retail Shoppers: Purchase Based > Seasonal > Fathers Day Shoppers Spenders Mobile Location Models > Visits > Fathers Day Shoppers Mosaic - Personas - Lifestyle and Interests > Group M: Families in Motion > M45 - Growing and Expanding (Young, working-class families and single parent households that live in small city residences) Geo-Indexed > Demographics > Presence of Children: Ages: 7-9 Lifestyle and Interests (Affinity) > Activities and Entertainment > Home Improvement Spenders Life Events > New Parents > Child Age 0-36 Months Plan for the 2024 TV Upfronts When gearing up for the 2024 upfronts, you can expand your TV planning by incorporating diverse audience categories into your spring advertising campaigns. It's not just about targeting a demographic; it's about captivating your unique audience. Whether it's cord cutters, ad avoiders, avid streamers, or households that watch TV together, understanding and engaging with these distinct segments is paramount. To maximize impact, use comprehensive TV data that goes beyond broad demographics.  Here are 6 audience segments that you can activate as part of your TV planning strategy: Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Cable/Broadcast TV: Cord Cutters: Recent Retail Shoppers: Purchase Based > Entertainment > Streaming/Video/Audio/CTV/Cable TV: Streaming Video: High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Avoiders Television (TV) > TV Enthusiasts > Paid TV High Spenders Television (TV) > Ad Avoiders/Ad Acceptors > Ad Acceptors Television (TV) > Household/Family Viewing > Pay TV/vMVPD Subscribers Households To find consumers who are most likely to engage with your TV ads, you can layer in our TrueTouchTM engagement channel audiences: TrueTouch: Communication Preferences > Engagement Channel Preference > Digital Video TrueTouch: Communication Preferences > Engagement Channel Preference > Streaming TV Summer preparation: Anticipate the fun ahead As spring transitions to summer, help your audience gear up for the upcoming season. Target "Summer break travelers" or "Memorial Day Shoppers" with offerings that align with their summer plans. Whether it's fashion, travel essentials, or outdoor gear, position your brand as an essential companion for their summer adventures. Here are 6 audience segments that you can activate to target consumers getting ready for summer: Mobile Location Models > Visits > Summer Break Travelers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: Independence Day Shoppers Retail Shoppers: Purchase Based > Travel > Vacation/Leisure Travelers: Summer Trips Mosaic - Personas - Lifestyle and Interests > Group B: Flourishing Families > B09 - Family Fun-tastic (Upscale, middle-aged families with older children that live in suburban areas and lead busy lives focused on their children) Mobile Location Models > Visits > Memorial Day Shoppers Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event Shoppers: High Spenders: Memorial Day Shoppers Did you know? Consumers between the age of 45-49 make up the largest percentage of top apparel shoppers*. Improve engagement for summer apparel shopping targeting by refining your audience with our Demographics > Ages > 45-49 syndicated audience. Spring into effective advertising with Experian’s syndicated audiences For spring advertising campaigns, understanding your audience is the key to success. By activating Experian's syndicated audiences, you can refine your approach and resonate by activating specific segments. Embrace our syndicated audiences so you deliver campaigns that not only capture attention but also build lasting connections with your audience. As you embark on this spring marketing journey, remember – the possibilities are as endless as the blossoming flowers. Connect with our audience team Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation.  You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide below. Download our syndicated audiences guide Check out other seasonal audiences you can activate today. Take me there Footnote *Experian looked at our demographic and purchase-based data to understand retail trends over the past year. Our demographic and purchase-based data covers credit and debit card usage across 500 top merchants. Latest posts