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.
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.
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.
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.
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In this article…Typical paths to programmatic TV ad buying What platforms can your programmatic ads show on?Where to get started with programmatic TV buying How to optimize your bids for smarter ad spend In advertising, it’s crucial to maintain efficiency and cost-effectiveness through every campaign. Whether you’re a seasoned marketer or just starting with programmatic advertising, finding the best deal for programmatic TV ads is essential. In this blog post, you’ll learn about the intricacies of programmatic TV and how you can uncover the best paths, platforms, and strategies to maximize your advertising budget. Typical paths to programmatic TV ad buying Programmatic advertising has revolutionized how businesses reach their target audience on television and has become an increasingly popular marketing approach. So far, in 2023, 87% of connected TV (CTV) ads have been bought using programmatic methods. That percentage is expected to continue rising as more advertisers take advantage of this buying method. To find the best deal for cheap programmatic TV, it’s essential to understand the typical paths to programmatic media buying: direct deals and programmatic auctions. Direct deals One common route for programmatic ad buying is direct deals with publishers and broadcasters. This approach gives you more control over your ad placements, allowing you to negotiate pricing and secure prime time slots. However, this method can be expensive as premium placements often have a premium price tag. Programmatic auctions Another option is programmatic auctions, where advertisers bid on available ad inventory in real time. These auctions can be public or private, each with its own benefits. Public auction Public auctions are the primary marketplace for cheap programmatic TV ad buying, and advertisers compete in real-time for available ad slots. This option can be cost-effective if you are strategic with bidding. However, it can be highly competitive, which could drive up prices. Private auction A private auction provides a more controlled bidding environment. These auctions offer access to premium inventory and the ability to negotiate directly with publishers and broadcasters. Prices are typically higher at private auctions, but they can lead to more exclusive, high-quality ad placements to better reach your target audiences. Auction vs. direct The auction vs. direct debate is crucial for finding the best deal in programmatic TV advertising. Direct programmatic ad buying involves establishing personal relationships with publishers and broadcasters. This approach offers more control over ad placements, creates the potential for long-term partnerships and premium positions, and allows for more negotiation power on pricing. On the other hand, the auction route relies on real-time programmatic auctions that give advertisers more efficiency, dynamic pricing through competitive bidding, and access to diverse ad inventory. This approach also allows better data-driven decision-making to help advertisers with precise targeting and optimization. What platforms can your programmatic ads show on? Programmatic ads are limited to traditional television. You can use various platforms to broaden your audience reach, including blogs, lifestreams, and more. Multiple platform options also let advertisers search around for cheap programmatic ad buys. Some popular platforms include: Display and video YouTube videos Custom publisher formats Audio ads Unexpected platforms where you can buy programmatic TV ads Some unexpected platforms offer unique opportunities to find the best programmatic TV deals. Some of these examples include: YouTube shorts Mobile games Music streaming apps Pinterest TikTok Try local Local (linear) television advertising often flies under the radar, but it can be a goldmine for finding cheap programmatic ad buys. Customize your messages to local audiences by focusing on specific geographic regions. This level of specificity can lead to highly efficient ad campaigns with lower costs compared to national or global placements. Where to get started with programmatic TV buying When it comes to programmatic TV ad buying, you have two main options: using an agency or going directly to the marketplace. Using an agency Advertising agencies have the expertise to navigate the complexities of programmatic TV ad buying. By working with one, you may be able to find better deals and get help negotiating terms and optimizing your campaigns. However, remember that agency fees could take up a large portion of your budget. Going to the marketplace For a more hands-on approach, you can explore programmatic ad buying directly through the marketplace. This approach gives you direct control over your campaigns and the ability to explore different deals and platforms. However, you’ll want to understand programmatic advertising strongly to ensure you make the most of the marketplace. How to optimize your bids for smarter ad spend Finding the best deal doesn’t end with choosing the right options for programmatic buying. You need to focus on smart bidding strategies to optimize your advertising budget. Choose placement based on segmentation Segmentation is vital to maximizing your ad spend. By targeting the specific audience segments most likely to convert, you can make the most of your budget. Platforms often offer options to narrow your audience based on behavior, interests, and demographics. Work with an identity resolution provider Identity resolution is the process of matching online and offline customer data, giving you a comprehensive view of your target audience. By working with an identity resolution provider, you can make informed decisions about where and when to place your programmatic TV ads for the best results. Create an omnichannel view of your campaign To find the best deals on cheap programmatic ads, it’s essential to have an omnichannel view of your advertising campaign. By coordinating your programmatic media with other channels, you can create a seamless and cohesive brand experience for your audience. Get started with programmatic TV today Now that you better understand programmatic TV ad buying, you’re ready to get started. But how can Experian help you make the most of your programmatic advertising efforts? At Experian, we offer a suite of data-driven solutions to enhance your programmatic TV advertising campaigns. Our extensive data and identity resolution capabilities empower you to make informed decisions to improve your targeting capabilities, optimize engagement, and more. By working together, you can unlock the potential of your programmatic TV ads and find the best deals to optimize your advertising budget. Get started today Latest posts
As we approach 2024, marketers must grasp the evolving landscape of digital activation. Understanding emerging audience trends and activation strategies is key to developing impactful marketing initiatives and positioning your brand for success. In Experian's 2024 Digital audience trends and predictions report you'll find: Data-driven insights that will empower you to confidently develop marketing strategies that resonate with your audience and drive meaningful results. Insights from Experian experts and our industry-leading data. Our outlook for 2024 marketing trends. In this blog post, we'll provide a sneak peek of the 2024 marketing trends you can expect in our full report. Digital activation Digital activation grew by 63% between 2022 and 2023. We expect digital activation to increase in 2024 but at a slower rate than in 2023 due to economic uncertainty caused by high-interest rates, recent state privacy regulations, and work stoppages in the entertainment and automotive industries. Top digital audiences Which digital audiences are advertisers purchasing from Experian? We are seeing growth in four major data categories: Automotive, Demographics, Lifestyle and Interests, and Retail Shoppers: Purchase Based audiences. Here are a few audiences within these categories that you can activate on-the-shelf of your preferred platform: Automotive: Autos, Cars, and Trucks > In Market-Make and Models Demographics: Demographics > Homeowners/Renters > Renter Lifestyle and Interests: Lifestyle and Interests (Affinity) > Activities and Entertainment > Wine Lovers Retail Shoppers: Purchase Based: Retail Shoppers: Purchase Based > Food and Drink > Restaurants: Fast Food/QSR Chicken Frequent Spenders Top digital audiences by industry What are the top digital audiences being activated by industry? Download our 2024 Digital audience trends and predictions report to discover the top digital audiences in the following industries: Automotive Health Financial Services Retail & CPG Download our new 2025 Digital trends and predictions report Marketers, agencies, and platforms are facing new challenges as privacy regulations evolve, AI technology advances, and consumer behaviors shift. Our latest report highlights actionable strategies for navigating these changes and improving how you connect with audiences, measure impact, and deliver results. What you'll learn Navigating signal loss: Explore the rise of alternative IDs and contextual targeting as privacy regulations and signal loss reshape data-driven advertising. Connected TV (CTV): Understand the growth of connected TV (CTV), the importance of frequency capping, and strategies for effective audience activation. Omnichannel campaigns: Learn how marketers are moving from channel-specific strategies to audience-led omnichannel campaigns that tell a more cohesive story. Retail media networks: Learn how retail media networks (RMNs) are capitalizing on enriched first-party data to learn more about their customers and reach them across on-site and off-site inventory. Curation: Examine how curation is transforming programmatic campaigns by combining audience, contextual, and supply chain signals to deliver premium inventory packages that maximize addressability, efficiency, and performance. Download now Contact us Latest posts
2023 has been an unprecedented year for AdTech. With new challenges arising every day — from ongoing signal loss to changing consumer privacy regulations– staying on top of trends is more important than ever before. To help you stay informed on successful tactics from across our ecosystem we’ve compiled a list of our top five 2023 AdTech blog posts. Keep reading to learn about the top themes from CES and Cannes this year, why contextual targeting is so popular, and more – so you can remain competitive in today's rapidly changing environment. #5 CES 2023: Clean rooms, activation, and more Experian attended CES in January to kick off the AdTech year, connecting with partners, clients, and industry leaders to understand their challenges and goals. Discussions were focused on clean rooms and digital activation to address data deprecation and consumer privacy. Clean rooms have the potential to standardize data and address interoperability issues. Digital activation was predicted to increase significantly in 2023, with more focus on demand-side, video, and supply-side platforms. Did digital activation increase in 2023? Download our 2024 Digital audience trends and predictions report to find out. Read our full 2023 CES recap here. #4 Experian identity resolution now available in AWS Clean Rooms Earlier this year, Experian announced that our identity resolution solution is now available in AWS Clean Rooms. Through this new partnership, customers can pair Experian's identity capabilities with AWS Clean Rooms to safely collaborate and access deeper insights without exposing sensitive data. Check out the full announcement to hear from Kalyani Koppisetti, Principal Partner Solution Architect at AWS, Matt Miller, Business Development Principal at AWS, and Tyler Middleton, Sr. Partner Marketing Manager at Experian. #3 Four key themes from Cannes Lions 2023 At Cannes Lions 2023, discussions revolved around four main themes: Signal loss: Experts discussed the importance of adapting paid media strategies to align with consumer behaviors. Collaboration: Discussions highlighted the need for industry players to collaborate and focus on solutions that benefit all stakeholders in the ecosystem. Personalization: This was a key topic and emphasized the growing significance of tailored content, data-driven insights, and first-party data solutions for advertisers adapting to cookie deprecation and the evolving consumer privacy landscape. Balancing AI and creativity: Attendees explored how to balance AI capabilities and nurture creativity while maintaining a human touch. Cannes 2024 will be here before we know it and Experian will be there. To get ready, check out this post by Tyler Middleton, Sr. Partner Marketing Manager, to hear from a first-time Cannes attendee, #2 Three key insights from our 2023 Holiday spending report Experian's annual Holiday spending trends and insights report analyzed recent trends, consumer spending habits, and anticipated what was to come in the 2023 holiday shopping season. This blog post covered three key insights from our report: Consumers are starting their holiday shopping earlier, particularly with online sales. Online sales have been increasing year-over-year, surpassing in-store sales. Spending during the 2022 holiday season was lower than in previous years but is expected to be on par with what was seen in 2023. For advice from our experts and access to all of our predictions for this year’s holiday shopping season, download our 2023 Holiday spending trends and insights report today. #1 How contextual ad targeting addresses signal loss Our most viewed blog post of 2023 was How contextual ad targeting addresses signal loss. Marketers are seeking new solutions due to signal loss caused by the phasing out of third-party cookies. Contextual ad targeting offers a way to combine contextual signals with machine learning for more accurate targeting. Experian's Jason Andersen and Yieldmo's Alex Johnston discuss the challenges of signal loss, addressability, the importance of good creative, and tips for digital ad success in this blog post. By understanding contextual advertising, marketers can create powerful and effective campaigns to reach target audiences. Subscribe to our newsletter Sign up for our email newsletter to receive our latest blog posts, product and partnership announcements, thought leadership, and more straight to your inbox. Subscribe Contact us today Latest posts