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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What generation already has 68 million consumers, is set to be the largest generation ever, and $360 billion of disposable income? While you may think these attributes describe millennials, they are actually a portrait of Generation Z, better known as Gen Z, the newest generation that is emerging in the marketplace. Gen Z is beginning to make an impact worthy of focusing your next auto marketing campaign around. Gen Z and the automotive market Made up of consumers born after 1996, Gen Z is ready to be noticed and become a force to be reckoned with in the market. In the automotive market alone, Gen Z made up 3.8 percent of all new vehicle registrations in the first quarter of 2019. While that number may seem small, consider the fact that in 2015—just four years ago—they only made up 0.5 percent of new vehicle registrations. These are statistics that should make automotive marketers pay attention. Digital consumption of Gen Z Most marketers tend to lump Gen Z with millennials – after all, they grew up with smartphones and social media, so how different can they be than the generation that came of age with the Internet? However, unlike millennials, Gen Z is considered a true “digital generation” – performing many of life’s day-to-day activities online. This means that they do a lot of research when shopping for a product. In fact, according to the Center for Generational Kinetics, 52 percent of Gen Z has looked at online reviews for a product while shopping in-store. But how do digitally native consumers impact automotive marketers? In order to sell cars, marketers’ messages need to be relevant. Like many other generations, Gen Z interacts with brands across a number of different devices and touchpoints. They’re constantly bombarded with messages and advertisements, so much so that it becomes information overload. Auto marketing to Gen Z To create consistent messages that resonate, brands need to communicate across these different touchpoints and tell a story that is relevant to your audience. For example, you wouldn’t show an advertisement of someone buying their dream sports car to a member of Gen Z. Most of these consumers are buying their first car, so it would typically make more sense to show them ads for economical, reliable, sedans or cross-over SUVs. Historically, automotive marketers have relied exclusively on CRM data, but this strategy isn’t effective when it comes to Gen Z, the fact of the matter is that they probably haven’t purchased a car from you previously. Identity resolution and Gen Z auto marketing The recipe for marketing success with Gen Z is identity resolution – combining your first-party identity signals across channels with third-party resources, as well as advanced technology, such as machine learning and artificial intelligence, to truly create and deliver campaigns that are relevant to the youngest generation. The more knowledge marketers have on your audience, such as demographics, life events and purchase behavior, enables them to tailor the messages to the audience in a way that will cut through the noise and resonate. As more members of Gen Z come into the marketplace, automotive marketers will want to ensure they’re meeting them where they are, delivering messages that matter to them. This will help marketers not only sell more cars, but also begin to create relationships that could last for years to come. Your identity resolution partner Experian is here to help you create an identity resolution strategy that will take your automotive marketing campaigns to the next level. We help brands put real people at the center of their business by resolving fragmented identity signals. Deliver personalized, relevant messages across channels to effectively target your ideal customers. Get started with identity resolution today! Contact us today
As summer fades, marketers are gearing up for another campaign cycle. It’s a process that repeats itself annually, but we can’t just copy-and-paste our plans. With each passing year, the media landscape changes drastically, as do the behaviors of the audiences we are trying to reach. As ever, marketers have to be strategic—and nimble—to reach the right customers at the right time, with messaging central to seasonal events and personal preferences. Marketers can ensure their messaging reaches the right customers with audience optimization. Reach target audiences this season It can be a hassle to create custom audience segments and bespoke creative messaging every time the seasons change, but now, more than ever, we must ensure brand campaigns are as timely, relevant and personalized as possible. In a world of multitasking and multiscreening, there’s an expectation among consumers that all communications they receive are relevant to them—especially from brands. This is why it’s critical to understand your audiences and how to engage them through the most effective channels. To help marketers win the battle for consumer attention—and sales—4C developed the Scope platform. This self-serve software arms brands with powerful tools for managing audiences and optimizing campaigns across channels including TV and digital. So, whether it’s building an efficient media plan, buying targeted ads, or measuring business outcomes, audience optimization is truly in scope. Deliver audience-based marketing messages across the TV and video space Recently, 4C teamed up with Experian to expand our audience marketplace across linear TV, OTT and social media. Brands using the Scope by 4C™ platform can leverage Experian data across a variety of planning and buying use cases, including audience-based linear TV planning and programmatic scatter buying; OTT campaigns across FreeWheel, Telaria, and SpotX; and social advertising on Facebook, Twitter, and Pinterest. Scope’s TV Planner allows marketers to combine historical cost and ad occurrence data with Experian audiences to create customized TV plans in minutes. The outputs go beyond GRPs to maximize in-target impressions for a secondary audience as well as indexing high against the primary demo. With audience-based TV planning brands can truly maximize their upfront buys and use the fantastic reach of linear television for seasonal performance marketing, not just brand awareness. OTT harnesses the big-screen, living-room impact of TV with the targeting precision and flexibility of digital. By using Experian segments to create OTT audiences in Scope, brands can really focus on creative strategy, using the immersive power of video to drive specific business outcomes. From a social perspective, we can combine the pinpoint targeting marketers have come to rely on from platforms like Facebook with advanced segmentation enabled by Experian. The output is high-performing audiences that can be reached at scale with dynamic creative to achieve unparalleled ROI. Focus marketing strategies on audience optimization this season Leveraging customized audiences across channels is the modern approach to marketing and has completely shifted the way marketers target consumers. With the relationship between 4C and Experian, there is now a better way for marketers to identify the most valuable potential customers, uncover the most appropriate messaging, and execute campaigns across the most engaging channels – during peak seasonal campaigns and every single day. Contact us today
With Tapad, part of Experian, technology, AdsWizz AudioMatic is the first Audio buying platform to offer cross-device identity resolution across the U.S. and EMEA NEW YORK and LONDON, July 17, 2019 /PRNewswire/ — Tapad, part of Experian and a global leader in digital identity resolution, today announced a new joint capability with AdsWizz , the leading technology provider for digital audio advertising solutions. The partnership combines Tapad's digital cross-device technology with AdsWizz's AudioMatic buying platform, enabling the ability to connect audio ad experiences across screens. AudioMatic, AdsWizz's audio-centric buying platform, supports programmatic audio buying and entirely new audio ad experiences for listeners. The integration of The Tapad Graph onto its platform enables new opportunities for marketers to reach, engage and measure each interaction with their desired consumers on digital radio and podcasts channels, and across devices. This partnership makes AdsWizz the first audio buying platform to offer this enhanced cross-device identity capability in the US and EMEA markets. "Marketers need privacy-safe digital identity resolution to reach their consumers," says Tom Rolph, VP of EMEA at Tapad. "With audio becoming an increasingly powerful medium for engagement, it's important that our technology extends to this channel, which is why we are excited to announce our integration with AdsWizz's AudioMatic platform." Digital audio is experiencing high growth, with 84% of advertisers and agencies saying it will play a bigger role in their media plans in the future. Today, 60% of digital audio is consumed via a mobile device.* The Tapad Graph is the largest digital identity resolution graph with differentiated global scale. The partnership enables audio advertisers to leverage The Tapad Graph for enhanced attribution, analytics, and targeting. Alexis van der Wyer, CEO at AdsWizz, added, "Digital audio is increasingly becoming ubiquitous in our media consumption and in our daily digital interactions, and because of that, audio advertising offers tremendous opportunity to personally interact with consumers in every moment of their daily lives. By integrating with Tapad, we enable our advertising partners to increase the effectiveness and the relevance of their marketing messages across audio channels." To learn more about Tapad and our digital identity resolution products, visit our identity solutions page. *Digital Audio Exchange, "The Rise of Digital Audio Advertising," https://thisisdax.com/wp-content/uploads/2019/07/DAX-Whitepaper.pdf About Tapad Tapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About AdsWizz: AdsWizz has created the end-to-end technology platform that is powering the digital audio advertising ecosystem. AdsWizz powers well-known music platforms, podcasts and broadcasting groups worldwide with a comprehensive digital audio software suite of solutions that connect audio publishers to the advertising community. From dynamic ad insertion to advanced programmatic platforms to innovative new audio formats, AdsWizz efficiently connects buyers and sellers in digital audio. AdsWizz is headquartered in San Mateo, California, with an IT Development hub in Bucharest, Romania, and presence in 39 markets around the world. About AudioMatic: AdsWizz Demand Side, audio-centric DSP and audio buying platform, AudioMatic, enables programmatic audio buying and entirely new audio ad experiences that are proven to be more engaging and more effective, and have delivered measurable results for agencies and their brands all over the world. All the biggest ad agencies have used our programmatic trading platform, including Omnicom, GroupM, Havas, Publicis, Mobext, and more. Contact us today