Marketing data and identity

Delivering personalized customer experiences is essential, with 81% of customers preferring a personalized approach to their relationships with brands. However, 80% of consumers are concerned about how their data is used, presenting businesses with the challenge of balancing data collection and privacy with personalization. Despite consumer appetite for personalization, many organizations lack the data to make data-driven decisions: 68% of businesses don't understand how their customers think, and 82% don't confidently know their customers' pain points.  Without this critical data, businesses cannot effectively create personalized consumer connections. Experian offers businesses robust and unique data through our Marketing Attributes to empower businesses with the insights required to derive accurate insights into consumers and drive personalized experiences.  How Experian can help businesses with their data acquisition needs through Marketing Attributes Experian's Marketing Attributes allow businesses to license Experian's data attributes in part or full to provide reliable and accurate data solutions. These solutions assist companies in finding, reaching, and influencing their customers. They are supported by rigorous quality and privacy controls which has earned Experian a #1 data accuracy ranking by Truthset helping our clients reach people based on who they are, where they live, and what they do. Download our Marketing Attributes one sheet Experian has built a strong foundation of consumer behavioral and demographic data with over 5,000 attributes available across over 15 categories and verticals, helping our clients gain deep insights into their consumers. Below we go through five common use cases we have seen using Experian’s data to power various business initiatives. Exploring everyday use cases for Experian's Marketing Attributes 1. Understand areas of the country where your products or services are underserved For instance, a brand offers a diverse range of products that cater to various market segments and audience personas. They seek to gain a deeper understanding of geographic distribution to refine their marketing strategies. Specifically, they aim to identify which market areas are currently underserved, presenting a valuable opportunity for targeted marketing campaigns to boost product adoption in regions that have not fully embraced their offerings.  Utilizing Marketing Attributes from Experian, the brand can access detailed data aggregated at the geographic level. This data provides crucial insights into markets where their products have seen limited adoption yet show a strong potential for success based on the preferences of their target audiences. This approach will help the brand strategically direct its marketing efforts to areas with high growth potential. Learn how Swiss Sense drove market-specific growth strategies with Experian 2. Better understand consumers who purchase within a category Brands frequently operate based on assumptions regarding their customers' preferences and interests, yet they may lack the comprehensive data necessary to substantiate these beliefs.  Experian's Marketing Attributes provides brands with access to extensive data across 15 diverse verticals and categories. This wealth of information allows businesses to develop a holistic understanding of their customer base, enabling them to validate their assumptions and uncover valuable insights into customer behaviors. By utilizing this data, brands can significantly enhance their marketing strategies, refine their product offerings, and implement personalized tactics that resonate with their audiences on a deeper level.  3. Reach a new segment of the market for a new product offering Introducing a new product to a new segment of the market presents unique brand challenges. Without any historical customer data to draw upon, companies lack vital insights that could help them identify and reach their target audience. This absence of foundational knowledge makes it challenging to understand consumer preferences, craft suitable messaging, or determine the most effective channels for connecting with potential customers. To navigate these hurdles, brands frequently turn to Marketing Attributes for consumer research within the new segment. Analyzing demographics, common behaviors within a geographic region, or previous purchase behaviors can uncover patterns and preferences among potential customers. This deeper understanding enables them to create tailored audience models, allowing brands to develop and activate customized messaging based on common interests, identify channels consumers are most likely to engage by using TrueTouch data from Experian. 4. Create custom lookalike models based on your current customers We have found brands trying to launch an acquisition campaign to look at consumers whose behaviors and interests closely mirror those of their highest-converting customers. However, they often lack the necessary data to find new customers that look like their most loyal base.   To address this gap, they turn to Marketing Attributes in combination with Experian’s Offline Graph or Digital Graph, which allow them to pinpoint and analyze the key characteristics and behaviors that define their top customers and reach these consumers on digital or offline channels. Marketing Attributes power the insights into their client’s behaviors and Experian’s Offline or Digital Graph create the linkage to their customer base. Using these insights, the brand can develop a distinct audience model tailored to reflect their most successful customers' unique traits and preferences. This customized approach will help them reach potential new customers who will likely engage and convert. 5. Develop unique audience products We have seen clients use their own first-party data alongside Experian Marketing Attributes and other data sets they own or lease. With Experian's Offline Graph or Digital Graph, they can connect the different data sources together to create a tailored audience solution that meets the specific needs of the brand's clients and the requirements of their market segment. Exploring joint solutions Combining Experian’s Offline Graph with Marketing Attributes Many customers use Experian’s Offline Graph with Marketing Attributes to connect Experian’s data to the brand’s offline marketing strategy. Experian’s Offline Graph offers companies a license of stable offline data points, like name, address, phone number, email, geographic, date of birth, and more that provide a complete view of household and individual identities. Powering use cases like: Regional consumer insights for marketing strategy, media activation, product and location planning Offline media activation, including direct mail, telemarketing, out-of-home, and more Client-driven enrichment The combination of Offline Graph and Marketing Attributes provides unmatched consumer connectivity, enabling clients to generate custom insights, inform product strategy, and activate marketing campaigns. Offline Graph acts as the link between consumers insights and activation. Download our Offline Graph + Marketing Attributes one sheet Combining Experian's Digital Graph with Marketing Attributes The uncertainty around third-party cookies in Chrome and the overall decline in signal complicates the industry’s ability to reach the right consumer. Omnichannel media consumption results in scattered data, making it harder for marketers and platforms to understand consumer behavior and reach them across channels. These challenges call for a comprehensive solution. Our Digital Graph and Marketing Attributes solution addresses these challenges by providing identifiers for seamless cross-channel engagement. By adding Marketing Attributes, like demographic and behavioral data, marketers and platforms also gain a better understanding of their customers. This solution uses Experian’s Living Unit ID (LUID) to combine offline and digital data, giving customers deeper insights into consumer behavior, greater audience reach, and improved cross-channel visibility. Transform insights into loyalty with Experian’s Marketing Attributes Experian's Marketing Attributes enable businesses to gain valuable insight into their prospects and customers. Through this deeper understanding, they can deliver personalized experiences while successfully navigating the complexities of data acquisition and privacy. This helpful information allows brands to make strategic, informed decisions that enhance their marketing efforts. Ultimately, these insights foster more substantial, meaningful connections between businesses and their customers, leading to enhanced customer satisfaction. Get started today Latest posts

Setting sail For hospitality and travel marketers, understanding which marketing efforts lead to actual bookings can be a tidal shift. Windstar Cruises—renowned for its intimate yachts and off-the-beaten-path itineraries—wanted data-driven visibility into how digital media placements translated into confirmed reservations. Windstar turned to the strategic media expertise of MMGY, a leading integrated marketing company dedicated to the travel, tourism, and hospitality industries and Experian's marketing data and identity solutions to bridge this gap. Together, they developed a closed-loop attribution system that directly tied digital campaigns to offline passenger bookings. The challenge: Blind spots in the booking journey Windstar Cruises had plenty of top-of-funnel metrics—impressions, clicks, website sessions, cruise quote requests—but struggled to connect these indicators to confirmed reservations. Without that link, it wasn't easy to pinpoint which audience segments were most valuable in their marketing campaigns or accurately measure return on ad spend (ROAS). Traditional attribution methods and limited booking system data painted an incomplete picture, leaving Windstar to wonder which media channels and audience strategies were truly driving revenue.  MMGY and Experian: Bridging data gaps to power attribution   Comprehensive pixel tag MMGY designed an online-offline measurement strategy and coordinated with Experian to deploy pixels across Windstar's digital media placements. These pixels captured valuable event-level data—ad exposures, clicks, site visits, and more—so that every interaction could be matched back to a future booking if it occurred. Identity resolution and data enrichment Using the Experian identity graph, Experian matched Windstar’s reservation data with its extensive consumer database. This approach provided a precise, individual-level view of how digital interactions translated into real-world sales. By combining pixel data (which identifies who viewed specific ads) with reservation data (which shows who ultimately made a booking), the solution delivered a comprehensive, end-to-end, multi-touch perspective on the customer journey.  Advanced audience segmentation Utilizing MMGY’s powerful Terminal audience modeling platform—which integrates MMGY Travel Intelligence performance and intent data, Experian’s consumer intent data, and the client’s first-party data— MMGY in conjunction with Experian’s marketing analytics team developed custom audiences designed to drive incremental traveler growth. These audience segments identified travelers most likely to engage in the unique travel experiences Windstar offers. The insights revealed not only who these travelers are, but also where they consume media, how they make travel decisions, and what influences their purchasing behavior. This data guided the development of hyper-targeted media buys, ensuring Windstar’s messaging reached the right people on the right platforms at the right time—maximizing engagement and driving qualified leads. The results: Mapping spend to bookings By utilizing data connectivity and measurement, Windstar gained the insights needed to optimize every aspect of its marketing—audiences, media placements, channels, and more. This data-driven approach revealed which tactics were most effective and enabled Windstar to refine campaigns in real-time for maximum impact. 6,500+ bookings attributed to digital efforts: Over 6,500 bookings—valued at over $20 million—were tied to specific MMGY-managed placements, demonstrating which data-driven tactics led passengers to book. This level of attribution was only possible because we helped Windstar measure and connect the right data points. 13:1 ROAS: By investing $1.48 million in highly trackable, data-informed media, Windstar achieved an impressive 13:1 return on ad spend. Data connectivity gave Windstar the clarity needed to target the right audiences and channels—turning every $1 of spend into $13 of bookings. Actionable cost per booking benchmark: Armed with the ability to map ad spend to individual bookings, Windstar’s average cost per booking settled at $236. With insight into which audiences and placements performed best, Windstar adjusted its strategy in real-time, lowering acquisition costs across the board. High-value reservations: Attributed bookings were, on average, $500 higher in value than non-attributed bookings. By focusing on the right customer segments and messages—determined through precise measurement and segmentation—Windstar secured more bookings and maximized revenue per guest. Terminal Audiences outperformed: For Terminal-targeted segments, the ROAS soared to 28:1 with nearly half the cost per booking compared to non-Terminal audiences. This outcome illustrates how advanced data segmentation and connectivity deliver more profitable guests at lower acquisition costs—further proof that continuous optimization grounded in real data pays off. What this means for travel and hospitality Windstar's success story illuminates a bigger truth for the travel and hospitality industry: closing the attribution loop is no longer optional. In a fiercely competitive marketplace, brands need concrete proof that their marketing investments drive awareness and translates into real revenue. By marrying MMGY's travel-specific marketing acumen with Experian's marketing data and identity solutions, travel brands can: Invest with confidence: Marketing investment flows to the most effective channels and placements based on actual bookings, not superficial metrics. Refine strategies: Real-time attribution data creates a feedback loop marketers can use to iterate on messaging, creativity, and targeting for even stronger results. Capture higher-value guests: Pinpointing and appealing to likely travelers allows marketers to increase booking volume and total revenue per booking. Charting a course for data-driven success By seamlessly linking digital exposure to confirmed reservations, Experian and MMGY gave Windstar Cruises the compass they needed to navigate the complexities of digital marketing confidently. This new level of insight is empowering Windstar to double down on the campaigns, creatives, and segments that move the needle the most. For travel and hospitality brands worldwide, data-driven attribution goes beyond simply understanding what happened—it’s about shaping what comes next. When marketing decisions are guided by real customer journeys and precise ROI metrics, brands can make more innovative investments, foster stronger guest relationships, and chart a course toward sustainable growth. Ready to embark on your own data-driven journey? Contact us to learn how Experian and MMGY can help you create impactful, measurable marketing strategies. Contact us About MMGY MMGY is a leading integrated marketing company dedicated to the travel, tourism, and hospitality industries. With deep expertise spanning research, brand strategy, media planning, and creative execution, MMGY helps global travel brands forge meaningful connections with consumers. By utilizing data-driven insights, cutting-edge technology, and decades of experience, MMGY delivers strategic programs that capture attention and drive measurable results for its clients—ensuring that every marketing investment is tied to clear business outcomes.   Latest posts

Originally appeared in Streaming Media Magazine Navigating today’s fragmented, privacy-conscious media landscape is a bit like stepping into a dense jungle. The buy-side—marketers, agencies, and demand-side platforms (DSPs)—must find their way through signal loss, measurement challenges, and evolving consumer expectations. But this isn’t just a challenge; it’s a strategic opportunity. Let’s dive into how buy-side players can use Experian’s advanced data and identity solutions to be their guide through the jungle and emerge as winners. Marketers: Maintaining personalization and measurement across channels Marketers are navigating an increasingly fragmented media jungle, where the deprecation of signals like cookies, mobile ad IDs (MAIDs), and IP addresses makes finding and understanding audiences feel like guesswork. To chart a clear path, marketers need a reliable compass—and identity resolution provides exactly that. A strong identity provider, grounded in offline data like names, addresses, phone numbers, and emails, acts as a guide through the chaos. By connecting offline signals with digital identifiers in a privacy-first manner, marketers can uncover the relationships between households and devices, then enrich those profiles with valuable marketing data. With a complete view of your customers, you gain deeper insights and can seamlessly reach the right audience across channels—even as signals evolve. It’s a marketer’s North Star—constant, dependable, and always pointing you in the right direction. How Experian can help Imagine a financial services brand aiming to connect with high-net-worth individuals across today’s fragmented media world. They’ve excelled on social and search but now want to dive into connected TV (CTV) and other emerging channels. Enter Experian’s Digital Graph. By seamlessly connecting digital identifiers like MAIDs, CTV IDs and hashed emails (HEMs), our graph becomes the bridge that unifies their audience across every channel. Suddenly, the same audience that saw their ad on social during lunch is now watching a personalized spot on CTV that evening, all thanks to Experian. The result? A cohesive campaign that delivers hyper-relevant messages, stronger engagement, and measurable success. With Experian, fragmentation becomes connection, and personalization stays powerful across the entire media landscape. Agencies: Strategic partners in a fragmented world Agencies are the architects of the identity jungle, building bridges that guide brands through fragmentation and deliver campaign success. Thriving in this terrain requires data solutions that create actionable insights, enable personalization, and drive measurable outcomes. To meet marketers’ demands, many agencies have invested heavily—acquiring data companies or forging strategic partnerships to strengthen their foundations in data and identity solutions. These investments help them connect fragmented audience data and unlock new opportunities for their clients. But even with in-house capabilities, agencies often need more—more attributes, more integrations, and greater connectivity. In the jungle of identity, success isn’t just about building better data assets; it’s about ensuring those assets can be utilized across platforms. How Experian can help Picture a large independent agency ready to step up its game—expanding beyond its middle-market niche to attract enterprise-level clients. But to play in the big leagues, they need more than a solid strategy; they need data and identity solutions that deliver a competitive edge. Enter Experian. With our rich identity graph and deep customer insights, the agency can unlock new opportunities for its clients. Imagine offering enterprises the ability to connect fragmented audience data, create hyper-targeted campaigns, and measure success across every channel. The payoff? The agency doesn’t just win over new enterprise clients; it strengthens relationships with existing customers by proving it can navigate today’s fragmented media landscape with precision and measurable impact. With Experian, the agency becomes an indispensable strategic partner in the data-driven advertising world. DSPs: Navigating signal loss with a multi-ID strategy For DSPs, navigating the identity jungle means forging a path through the winding trails of cookieless strategies. With third-party cookies fading and no single identity solution—like Unified ID 2.0 (UID2)—able to cover all media engagement, DSPs must adapt to a multi-ID world. The challenge is twofold: finding flexible solutions to manage a multitude of identifiers while staying compliant with a growing number of state-level privacy laws. It’s not just a technical problem; it’s a call for strategic vision. And the way to thrive in this ever-changing terrain is to invest in identity solutions that connect digital and offline identifiers to a single customer profile. How Experian can help Imagine a DSP navigating a complex web of identifiers—UID2, HEMs, proprietary IDs—while juggling compliance with evolving privacy laws. Experian steps in as the ultimate connector. Our identity solutions, powered by stable offline data, are signal-agnostic and integrated across the advertising ecosystem. This ensures that DSPs can confidently manage multiple identity frameworks, keeping campaigns targeted, measurable, and compliant. With Experian, DSPs gain more than a stopgap solution; they get a future-proof identity strategy. The result? Better targeting, smoother omnichannel execution, and the strategic edge needed to thrive in a fragmented, multi-ID world. Turning identity challenges into a strategic advantage The identity jungle is a thriving ecosystem for those with the right guide. Experian helps marketers, agencies, and DSPs chart the course by unifying multiple identifiers into a single, complete customer profile. With the right tools (and a good map), buy-side stakeholders can learn more about their customer, reach audiences across channels, and deliver personalized marketing. Read our companion article to learn how the sell-side is approaching data and identity challenges. Read now Get started today Latest posts

Swiss Sense built its growth strategy by establishing a consistent consumer view across every market, using Mosaic’s global and local segmentation to align how they identify and target high-value audiences. Swiss Sense’s mission is to provide exceptional sleep comfort for all.  The European retailer analyzed consumer data across its markets to better understand its ideal consumer profile and guide expansion. To achieve this, Swiss Sense used Experian’s Mosaic data, a unified customer segmentation solution that provides a consistent view of consumers, prospects, and markets. Using Mosaic data, Swiss Sense identified key consumer personas and tailored their communications to match. Partnering with Experian, they created personalized product recommendations, delivering targeted messaging through direct mail, out-of-home advertising, and leafletting campaigns. What is Mosaic and how does it work? Experian's Mosaic is a household-level consumer segmentation system that classifies all households within a country into distinct Groups and Types based on life stage, affluence, behaviors, and lifestyle characteristics. It provides a consistent, in-depth view of who customers and prospects are, along with where they are concentrated across markets. For marketers, Mosaic connects insight to activation. It creates a shared understanding of consumers across teams, removes reliance on disconnected datasets, and then translates that understanding, or insight, into actionable audiences and strategies, making it easier to plan, target, and scale campaigns with confidence. With Mosaic, brands can: Understand who their most valuable consumers are Align teams around a consistent audience definition Target and activate audiences across channels Identify new markets and growth opportunities How did Swiss Sense use Experian's Mosaic data to drive market-specific growth? Swiss Sense used Mosaic data across its markets to identify and understand high-value customer segments and apply those insights to guide expansion and shape marketing and media strategies in each region. This created a repeatable model for identifying where and how to grow.  Their objectives included:  Develop regional product strategy Integrate data-driven insights into their local and international marketing strategy How did Mosaic support a scalable, data-driven strategy? Mosaic provided each market with a consistent segmentation framework, giving Swiss Sense a repeatable way to understand and activate audiences across countries. While each country’s Mosaic is built on local data, the underlying methodology remains the same, creating a consistent approach to segmentation in every market. This meant each market could define its own audiences and personas using a shared framework, without starting from scratch each time. Once established, teams could move quickly to activation and identify which segments over-index, applying a consistent way of working with data across regions while maintaining local relevance. With Mosaic, Swiss Sense benefitted from:  A standardized segmentation model across regions, allowing for global consistency with local nuance  A shared customer language across marketing, analytics, and media teams  This enabled Swiss Sense to: Identify high-value customer segments in the Netherlands  Map those segments across new markets  Prioritize regions and cities with the strongest growth potential Activate marketing strategies and campaigns that targeted key consumers in the right areas How did Swiss Sense use Mosaic insights to shape marketing and consumer strategy? Swiss Sense used Mosaic insights to guide messaging, creative, and where campaigns were activated, including channels like out-of-home and direct mail tied to specific locations. This ensured campaigns reflected real audience behaviors and preferences. By partnering with Experian, Swiss Sense was able to seamlessly implement a solution tailored to its unique needs. They gained a global view of their customer base while using more granular Mosaic data in each country to understand and engage customers at a regional level. These insights helped Swiss Sense’s marketing team, allowing them to craft targeted customer content, suggest relevant imagery, and adopt the right tone of voice. Identifying key Mosaic growth segments further enabled Swiss Sense to focus marketing efforts on regions and cities over-indexing for their ideal customer types. This led to the execution of highly targeted offline campaigns, including: Direct mail flyers delivered to target audiences’ homes Out-of-home (OOH) advertising in cities where key segments over-index Distributing leaflets in public places such as target town centers Download our case study for the full details of Swiss Sense’s journey to international growth.  Download the full case study now Contact us FAQs What is Experian’s Mosaic?  Mosaic is a unified consumer segmentation that classifies households into distinct groups based on life stage, affluence, behaviors, and lifestyle characteristics. It gives businesses a consistent view of their customers and prospects, helping them target the right audiences, align teams, and drive more effective marketing strategies.  How does Mosaic help with international marketing?  Mosaic supports international marketing by enabling brands to identify high-performing customer segments and apply a consistent approach across markets. Available in 14 countries, Mosaic uses the same segmentation methodology in each, while incorporating local data to ensure market-specific relevance.  Can Mosaic be used across different marketing channels?  Yes, Mosaic can be used across different marketing channels as it supports both offline and digital activation, including direct mail, out-of-home, programmatic, and social, helping brands maintain consistent targeting across channels. How does Mosaic improve targeting?  Mosaic improves targeting by helping teams focus on investment on high-value consumers. It goes beyond basic demographics, offering insight into communication styles and media channel preferences, so teams can align messaging and activation to what each segment responds to. For example, if a target segment prefers direct mail with value-driven messaging, campaigns can be tailored accordingly, increasing relevance and reducing wasted spending. About Swiss Sense Founded by the Diks family in 2006, Swiss Sense is a Dutch family-owned retailer specializing in high-quality beds, mattresses, and bedroom accessories. With over 2,000 employees and stores across multiple European countries, Swiss Sense is dedicated to providing exceptional sleep comfort for all. To learn more, please visit www.SwissSense.nl. Latest posts

Suppose you're watching your favorite TV show, and an ad suddenly catches your attention. It urges you to take immediate action, whether to call a number, visit a website, or text a keyword like ‘DETAILS’ to a specific number for more information. This is direct response television (DRTV), a powerful form of advertising available on all TV types — including live, cable, and streaming — that directly connects brands with consumers to drive immediate engagement and measurable results.

Originally appeared on Total Retail Retail media networks (RMNs) continue to demonstrate how they can be a powerful monetization driver for retailers, creating a win-win-win for everyone involved. Retailers can monetize their valuable first-party data as well as their online and in-store inventory, while customers benefit from timely, relevant content that enhances their shopping experience. At the same time, advertisers can reach highly targeted audiences at critical moments near the point of purchase Achieving this type of success requires overcoming challenges around fragmented and incomplete first-party data, which can limit a retailer's ability to organize and use their data effectively. Additionally, many RMNs lack the analytical capacity to generate customer insights, build addressable audiences, and accurately measure success. To realize the full potential of their platforms, RMNs need partners that provide complementary data, strong identity solutions, and the expertise to transform insights into actionable strategies. This allows RMNs to drive winning outcomes for themselves, marketers, and their customers. Here are the five steps an RMN should consider when selecting the right partner. 1. Build an identity foundation First, the right partner needs to be able to organize and clean customer data. Given the millions of customer records and data points that a retailer has, RMNs need to make sure their data is highly usable. Whether it is a known customer record or an unknown customer with incomplete data, partners should fill in missing information and connect fragmented customer records to a single profile. For example, RMNs need to know that a purchase made in-store is by the same customer who bought online. The best partners will then organize those profiles into households since targeting (and purchasing) is often done at the household level. Without a strong identity foundation future steps of segmentation, insights, audience creation, and activation will not be successful. Experian identity Experian's identity solutions provide RMNs with a comprehensive and accurate view of their customers across both offline and digital environments. We clean an RMN's first-party data and organize their customer records into households since targeting is often done at the household level and purchases are made at the household level. Using Experian's Offline and Digital Graphs we work with the RMN to fill in the missing information they have on their customers (e.g. name, address, phone number or digital IDs like hashed emails, mobile ad IDs, CTV IDs, Universal IDs like UID2 or ID5 IDs). This ensures that the retailers' entire customer base can be reached - and measured - across devices and channels. 2. Segment your customers An RMN’s ability to segment its customer base and derive insights depends on the availability and usability of their data assets – not to mention some serious analytical chops. Some RMNs will split their customers into different product segments based on what’s relevant to an advertiser. For example, a home improvement retailer may segment customers by who is buying DIY supplies versus improvement services.  Other RMNs may develop custom segments from their customer data and third-party data sources, so that advertisers can personalize their marketing based on life stage, age, income level, geography, and other factors. Either approach is effective but requires working with a partner who has high quality data and deep analytical expertise to develop those segments. Segment with Experian Experian Marketing Data helps an RMN learn about their customer beyond their first-party data. With access to 5,000 marketing attributes, RMNs can fill in the holes in their understanding of a customer. We provide them with demographic, geographic, finance, home purchase, interests and behaviors, lifestyle, auto data and more. RMNs can use this enriched data set to create addressable audience segments. 3. Generate actionable insights about these segments Once the RMN determines how they will segment their customers, they can utilize demographic, attitudinal, interest, and behavioral data from a trusted partner to develop a customer profile that compares its customers against a relevant sample of consumers. Here, the RMN will gain insight that will help them answer questions about its customers. Examples include:  What age and income groups are more likely to purchase my product? What is the current life stage of my customers – do they have children, are they married, are they empty-nesters? Is price or quality more important to customers in their decision-making process? What sort of activities do my customers enjoy? How frequently do my customers shop for similar merchandise? What media channels do my customers use to get their information? Expanded insights with Experian With Experian’s advanced customer profiling, RMNs can go beyond basic customer segmentation. We build detailed customer profiles by utilizing accurate, attribute-rich consumer data, so RMNs can gain a more comprehensive understanding of their customer’s preferences, life stages, and purchasing behaviors.  Having this insight enables the RMN to: Design a targeted email campaign promoting home essentials to recently married new homeowners. Develop a social media post announcing the opening of a new hardware store to users within a specific location interested in do-it-yourself products. Create brochures and flyers at a local community event tailored towards parents with small children that promote equipment for youth sports leagues. 4. Create high quality lookalike audiences The RMN now knows what distinguishes their customers from other consumers and can create audiences that enable advertisers to run personalized marketing campaigns at scale. RMNs can do this in several different ways: Work with a data provider who can create custom audiences for the RMN (e.g., Ages 40-49 and Leisure Travelers and past purchase of travel item) These custom audiences are created by joining multiple first- and third-party data attributes found to be significant in the customer profile or using machine learning techniques to develop a custom audience unique to the advertiser.   Custom audiences with Experian With an enriched understanding of their customers, RMNs can create addressable custom audience segments, including lookalike audiences, for advertisers. 5. Expand addressability of audiences and activate on multiple destinations Once audiences are created, RMNs will want to increase a marketer’s reach across on-site and off-site channels. With the right identity graph partner, an RMN can add digital identifiers to customer records that enable activation across media channels, including programmatic display, connected television (CTV), or social. RMNs should work with identity providers that are not reliant on third-party cookies. They should select partners that offer more stable digital IDs in their graph like mobile ad IDs (MAIDs), hashed emails (HEMs), CTV IDs, and universal IDs like Unified I.D. 2.0 (UID2). Experian powers data-driven advertising through connectivity Using Experian's Digital Graph, RMNs expand the addressability of their audiences by assigning digital identifiers to customer records. Marketers will be able to reach an RMNs customers onsite as well as offsite since Experian provides several addressable IDs. Audiences can be activated across an RMNs owned and operated platform as well as extended programmatically to TV and the open web through Experian's integrations across the ecosystem. Maximize your RMN’s revenue potential with Experian Organizing customer data, segmenting customers, generating insights, creating addressable audiences, and activating campaigns are all critical steps for an RMN to realize that revenue potential. RMNs should select a partner that provides the data, identity, and analytical resources to create the winning formula for marketers, customers, and retailers.  Experian’s data and identity solutions are designed to help RMNs maximize their revenue potential. Reach out to our team to discover how we can support your path to RMN success. Connect with us Latest posts

Originally appeared on MediaPost As the digital ecosystem becomes more complex, managing multiple identifiers for consumers has emerged as a significant challenge. From cookies and IP addresses to mobile IDs and universal IDs, marketers and platforms face increasing difficulty in maintaining a unified view of their consumers. Without a coherent identity strategy, campaigns can suffer from poor targeting, limited personalization, and flawed attribution. Experian understands these challenges and offers solutions to help our partners navigate the complexities of a multi-ID landscape. By utilizing both digital and offline data, we provide the tools to unify fragmented identifiers and maintain a persistent view of consumers. As a result, marketers and platforms get rich insights, accurate cross-device targeting, improved addressability, and measurable advertising. The shifting identity landscape For years, the industry has relied on cookies to identify consumers across devices and platforms. However, with ongoing signal loss, including the uncertainty around cookies, and the evolution of privacy regulations, the digital identity landscape has grown more complicated. As consumers hop from one device to another, they are now represented by multiple signals, each tied to a different aspect of their digital behavior. While this shift brings complexity, it also opens the door for innovation. Marketers and ad platforms now have the opportunity to rethink their identity strategies and adopt more flexible approaches that are not reliant on a single identifier. This is where Experian comes in. Connecting the dots: A holistic view of the customer journey Our identity solutions are designed to help manage today’s multi-ID ecosystem by connecting digital and offline identifiers to a single customer profile. This creates a unified view of the consumer, and when combined with our understanding of customer behavior (e.g. demo, interests, shopping patterns) marketers and platforms get both insights about their customers and the addressability to reach them across channels. Four examples of what you can do with a strong identity foundation If an advertiser wants to make its first-party data more addressable, it can utilize our Digital Graph with universal IDs, hashed emails (HEMs), and connected TV (CTV) IDs to extend its reach. A publisher who wants to gain further insights into their audiences and create private marketplaces (PMPs) can achieve this goal with the use of our Digital Graph with hashed emails, universal IDs, mobile ad IDs (MAIDs), CTV IDs, and IPs. The publisher can use this in concert with Marketing Attributes to understand age, gender, household income, buying behavior, and more. The publisher can connect marketing attributes to the Digital Graph via our Living Unit ID (LUID) to understand more about consumers that fall into their segments. A demand-side platform (DSP) who wants to extend first-party and third-party audience reach across all digital devices on their platform will use the Digital Graph with all digital IDs to allow users of their platform to select cross-device extension against first-party and third-party audiences. A retail media network (RMN) can use our Offline and Digital Graphs to connect in-store and online purchases to a household profile—even when purchases are made by different people. The RMN can then reach that household across digital media platforms and accurately attribute the in-store purchase back to digital ad exposure.  Identity as a strategic asset: Today and in the future In our paradoxical world where consumers are represented by multiple identifiers, yet marketers and platforms face signal loss, identity is more than a technical issue—it’s a strategic asset. The ability to unify identity data into a single profile provides marketers with the customer intelligence needed to drive growth and stay competitive. Here’s how we do it: Deep, persistent customer understanding: With roots in offline, deterministic data like names, addresses, and emails, we provide an accurate and persistent view of identity to our customers. This allows you to maintain a consistent and comprehensive understanding of your customers and their marketing attributes over time. Highly accurate and refreshed digital identities: Our signal-agnostic graph is not reliant on any one signal as it includes HEMs, cookies, MAIDs, IPs, Universal IDs, and CTV IDs. Our Digital Graph is updated weekly, ensuring the data is always fresh and addressable. This persistent linkage of individuals and households to their identifiers and devices means your campaigns are always targeting the right people. Connected offline and digital graphs for holistic insights: We connect offline and digital identities by following privacy-first best practices, such as preventing re-identification, to allow insights from the offline world to be used in the online world. This integrated approach, enriched with marketing data, gives you better insights, more addressable advertising, and the ability to engage customers across multiple devices while accurately measuring campaign impact. Transform challenges into opportunities The rise of the multi-ID landscape presents both challenges and opportunities for the advertising industry. We stand as the trusted partner to navigate this complexity, utilizing insights from the offline world to inform decisions in the online world, enabling personalized marketing and accurate attribution, and helping you achieve your current and future goals. Get started today Latest posts

As Oracle exits the advertising space, we understand that this may present a challenge. Experian is here to support you with a seamless transition in your audience targeting. As one of Oracle’s primary data providers that powered their audiences, we’ve mapped Oracle audiences to Experian audiences, helping you to switch your audience targeting with no impact on your campaign’s performance.  In this blog post, we highlight four audience categories that we know marketers are actively seeking to replace and target: auto, restaurants, lifestyle and interests, and demographics. Experian’s approach to best-in-class audience targeting 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.   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 DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Experian’s audience solutions are rooted in offline, deterministic data -- like name, address, phone number, and email -- that rarely changes. Our deep understanding of people in the offline and digital worlds provides marketers a persistent linkage of known offline data and digital identifiers, which means you get accurate and consistent audience targeting across all channels. Auto, Cars, and Trucks As the premier auto partner contributing to Oracle auto segments, Experian can help you reach and target consumers based on their known and predictive auto shopping behaviors. Experian’s auto audiences are built utilizing insight from our North American Vehicle Database℠ and other data attributes from Experian Marketing Data to provide highly accurate audiences for digital and TV advertising. Unlike some of our competitors who are also positioning themselves as a replacement audience provider, Experian owns all our Vehicle, Consumer, and summarized Credit data under one umbrella and refreshes our audiences every 30 days. This ensures tighter audience composition, superior data hygiene, and best in-class data fidelity, which means you get to target the most accurate audiences. With over 750 syndicated audiences segmented by make, model, price, vehicle age, fuel type, and more, our data is accessible through Experian’s distribution power across all platforms — digital, TV, programmatic, and social — allowing activation wherever our partners need it. Here are the 10 most popular Experian audiences that align with Oracle’s auto audiences: Audience by OracleExperian audienceAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and CrossoversAutos, Cars and Trucks > In Market-Body Styles > SUV and CUVAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Mid-Size Pickup TrucksAutos, Cars and Trucks > In Market-Body Styles > Mid-Size TruckAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > Trucks > Full-Size Pickup TrucksAutos, Cars and Trucks > In Market-Body Styles > Full-Size TrucksAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVs > Small to Mid-Size SUVAutos, Cars and Trucks > In Market-Body Styles > Small Mid-Size SUVAudiences by Oracle > Auto, Cars and Trucks > In-Market > Body Styles > SUVs and Crossovers > SUVsAutos, Cars and Trucks > In Market-Body Styles > SUVAudiences by Oracle > Financial Services > Insurance > In-Market > Auto InsuranceLifestyle and Interests (Affinity) > In-Market > Auto InsuranceAudiences by Oracle > Auto, Cars and Trucks > Merchant Category Audiences > Auto Insurance High SpendersRetail Shoppers: Purchase Based > Automotive (Cars & Trucks) > Auto Insurance: High SpendersOracle BlueKai > In-Market > Auto, Cars and Trucks > Condition > Used Cars > More than 5 years oldAutos, Cars and Trucks > In Market-New/Used > Used car 6+ yearsAudiences by Oracle > Auto, Cars and Trucks > In-Market > Condition > Used > Less than 5 years oldAutos, Cars and Trucks > In Market-New/Used > Used car 0-5 yearsOracle BlueKai > In-Market > Auto, Cars and Trucks > Classes > Cars > Compact and Sub-Compact CarsAutos, Cars and Trucks > In Market-Body Styles > Compact or Subcompact Cars Lifestyle and Interests Experian’s Lifestyle and Interests data helps you reach and target consumers based on their predicted lifestyle and behavioral characteristics with data sourced from consumer surveys, research panels, and online behaviors, enabling more personalized and impactful marketing strategies. Here are five of the most popular Experian audiences that align with Oracle's lifestyle and interest audiences:  Audience by OracleExperian audienceAudiences by Oracle > Hobbies and Interests (Affinity) > Pets > DogsLifestyle and Interests (Affinity) > Pets > Dog OwnersAudiences by Oracle > Hobbies and Interests (Affinity) > Pets > CatsLifestyle and Interests (Affinity) > Pets > Cat OwnersAudiences by Oracle > Hobbies and Interests (Affinity) > Health and Fitness > ExerciseLifestyle and Interests (Affinity) > Health & Fitness > Fitness EnthusiastOracle DLX (Datalogix) > DLX Finance > InvestorsLifestyle and Interests (Affinity) > Investors > Active InvestorAudiences by Oracle > Lifestyles > Merchant Category Audiences > Sports LoversLifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast  Demographics Experian’s demographic data allows marketers to tap into the accurate data from Experian Marketing Data to refine audiences to meet a brand’s target persona. Our demographic audiences deliver insight into age, gender, income, and household attributes such as home ownership, presence of children in the household, and length of residence. Based on customer feedback, we have expanded our range of age-based audience segments. These new segments cover various adult age groups and gender distinctions (e.g., Adult Females 18-39, Adult Males 35-54). Here are seven of the most popular Experian audiences that align with Oracle's demographic audiences:  Audience by Oracle Experian audienceAudiences by Oracle > Demographics > Validated Demographics > Household Income > HHI: $100,000+Demographics > Household Income (HHI) > $100,000+Audiences by Oracle > Real Estate and Home Property Services > Real Estate Attributes > Ownership > Home OwnersDemographics > Homeowners/Renters > HomeownerAudiences by Oracle > Demographics > Age Groups > Adults 25-54Demographics > Ages > 25-54Audiences by Oracle > Demographics > Gender > FemalesDemographics > Gender > FemaleAudiences by Oracle > Demographics > Validated Demographics > Age Groups > Adults 25-54 > Females 25-54Demographics > Ages > Female 25-54Audiences by Oracle > Demographics > Age Broad > Ages 40-49Demographics > Ages > 40-49Audiences by Oracle > Demographics > Validated Demographics > Age Broad > Ages 65+Demographics > Ages > 65+ Quick Service Restaurants (QSR) Here are six of the most popular Experian audiences that align with Oracle's QSR audiences:  Audience by OracleExperian audienceAudiences by Oracle > Restaurants > Merchant Category Audiences > In Store QSR Fast Food Frequent SpendersRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR QSR Frequent SpendersAudiences by Oracle > Restaurants > Merchant Category Audiences > QSR Chicken Frequent SpendersRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent SpendersAudiences by Oracle > Restaurants > Merchant Category Audiences > QSR Burgers Frequent SpendersRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Burger Frequent SpendersAudiences by Oracle > Restaurants > Cuisine Type > SandwichesRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Subs and Sandwich Frequent SpendersAudiences by Oracle > Restaurants > Dining Type > Casual DiningRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Casual Dining Frequent SpendersAudiences by Oracle > Restaurants > Dining Type > Coffee Shops and CafesRetail Shoppers: Purchase Based > Food and Drink > Restaurants: Coffee Frequent Spenders Switch from Oracle to Experian audiences with ease Experian is here to make it easy for advertisers and agencies to find the right audience solutions after Oracle’s exit. By partnering with us, you work with a single data provider that offers access to a diverse range of audiences across multiple categories, including political and holiday shopping. Our audiences are available for activation on the leading demand, supply, social, and TV platforms.  Reach out to your account representative or our audience team for information about our comprehensive audience mapping and finding the right audiences for your campaigns.  Connect with our audience team Download our audience lookbook to discover more about Experian’s audiences. Contact us 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 working 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