At A Glance
Financial marketers serve consumers with very different financial habits, digital behaviors, and spending patterns. Experian Audiences offer approximately 400 financial segments and thousands of additional syndicated options covering various industries to help reach individuals at the right moment across generations, channels, and seasonal events. These privacy-safe audiences support acquisition, engagement, and year-round planning.In this article…
Experian Audiences help financial marketers serve consumers with very different financial habits, digital behaviors, and spending patterns. Backed by our deep insight into income, debt, and credit, digital behavior, and household dynamics, our approximately 400 financial audiences and 3,500+ syndicated segments give financial marketers the ability to engage consumers with relevance across every life stage, channel, and financial mindset.
To help financial marketers build effective, more adaptable programs, in this article, we’ll explore two approaches:
- Generational: How financial behaviors differ across life stages
- Seasonal: How consumer financial motivation spikes at key times of year
Together, these approaches help financial marketers reach the right consumers with the right message at the right moment.
Generational approach
Financial marketers face a new kind of challenge: some consumers still visit branches, while others manage nearly every financial task from their phones. That gap reflects more than a channel preference; it signals distinct financial needs, confidence levels, and expectations for how money should work across generations.
How do financial behaviors differ across generations?
Generational digital behaviors
The data below highlights key differences in how younger consumers engage with digital financial tools compared with Boomers.
| Behavior/metric | Gen Z and Millennials | Boomers |
| Use peer-to-peer transfer apps (Venmo, PayPal) | ~50% | ~20% |
| Use a mobile wallet daily | 79% (Gen Z), 67% (Millennial) | Nearly 70% have never used one |
Younger generations are driving a mobile-first approach to money management, while Boomers are far less likely to manage their finances this way. They prioritize tools that help them build credit, reduce debt, manage rising costs, and automate everyday tasks. This behavior is reshaping how financial institutions think about acquisition, product relevance, and loyalty.
Generational workforce and retirement dynamics
As Boomers retire, their focus shifts to protecting accumulated wealth, steady income, and simplified service experiences. These changes are reshaping household finances and long-term planning behaviors across the country.
The table below outlines how shifting workforce composition and retirement milestones differ across generations.
| Behavior/metric | Gen Z and Millennials | Boomers |
| Share of the U.S. workforce | Growing toward 74% of the global workforce by 2030 (younger generations collectively) | ~15% of the U.S. workforce and shrinking |
| Retirement outlook | Expected age to retire 67-69 | ~75 million people will have retired by 2030 |
Marketers need to do more than track trends; they need to act on them with confidence. That’s where Experian Audiences come in.
Turn generational insights into action with Experian Audiences
Experian Audiences turn complex generational data into actionable marketing segments, helping financial brands reach the right people with the right message across every life stage. We offer approximately 400 financial audiences, each reflecting distinct financial priorities, from debt management to wealth preservation. These audiences are built using privacy-safe data and grounded in our deep understanding of income, debt, and digital behavior.
Experian’s financial audiences blend credit, behavioral, and demographic signals to help you connect with consumers based on:
- Debt profile, including type and overall burden
- Income tier and earning stage
- Financial confidence and digital engagement habits
How can marketers activate generational insights with Experian Audiences?
Each generation has unique financial journeys, needs, and motivations that marketers can address with Experian Audiences designed to reach:
- Generation Z (Gen Z)
- Millennials
- Generation X (Gen X)
- Baby boomers (Boomers)
In addition to these four generational segments, Experian Audiences also includes segments that apply broadly across life stages. These audiences reflect core financial attributes, such as income, capacity, and lifestyle, that are consistently relevant and can be layered onto any generational strategy.
- Ability to pay
- Generational income bands
- Income
- Mosaic® USA
While Fair Lending regulations prohibit age-based targeting, these groups are not built on age itself. Instead, they’re derived from observable financial behaviors and signals that often align with different life stages; allowing marketers to engage consumers in a compliant, behavior-driven way. We also offer FLA-friendly¹ audience segments when required, alongside expanded options for non-lending campaigns, supporting initiatives such as brand and product awareness, deposit growth, credit union membership, and other programs that don’t rely on credit-based targeting.
You can find the full taxonomy paths in the appendix.
This generation is young, digitally savvy, and highly engaged. Gen Z is beginning their financial journey with a focus on independence and debt management. Their preference for mobile-first tools and peer-to-peer payments reflects an expectation for simple, accessible financial experiences. Campaigns centered on credit-building tools, savings apps, and financial literacy resources are especially relevant for this group.
Here are seven recommended audiences to target Gen Z:
- Credit Card Financial Personality
- Discretionary Spend: Dining Out
- Discretionary Spend: Education
- Discretionary Spend: Entertainment
- In Market Buy Now Pay Later
- In Market for Auto Loan or Lease
- Renter
How to use these audiences
Financial marketers can activate audiences like Credit Card Financial Personality, In-Market Buy Now Pay Later, and Renter to introduce credit-building tools and mobile-first financial products.
Millennials are entering their peak earning years while balancing family, homeownership, and digital convenience. Their preference for digital and contactless payments reflects a broader expectation for seamless, mobile-first financial experiences. Campaigns highlighting mortgage products, family insurance, and digital banking resonate across connected TV, mobile, and display.
| Behavior/metric | Millennial |
| Prefer digital or contactless payments | ~85% |
Here are ten audiences to target Millennials:
- Deposits Financial Personality
- Discretionary Spend Education
- Discretionary Spend Home Furnishings
- In Market Buy Now Pay Later
- In Market Real Estate
- Investable Assets
- Likely to Move
- Mortgage Financial Personality
- New Parents
- Student Loan Age
How to use these audiences
Financial marketers can use audiences such as Mortgage Financial Personality, New Parents, and Discretionary Spend: Home Furnishings to reach Millennials navigating homeownership, family growth, and major financial decisions.
Gen X leads in household income and prioritizes investments, education, and long-term financial stability. They respond well to data-driven offers for refinancing, college planning, and wealth management, especially across digital video, streaming, and email channels.
Here are ten audiences to target Gen X:
- Discretionary Spend
- Discretionary Spend Donations
- Discretionary Spend Entertainment
- Discretionary Spend Travel
- Equity Loan Age
- Insurance Financial Personality
- Investment Financial Personality
- Investable Assets
- Mortgage Loan Age
- Net Asset Score (Net Worth)
How to use these audiences
Financial marketers can utilize audiences like Investment Financial Personality, Equity Loan Age, and Net Asset Score to promote refinancing, college planning, and wealth-building solutions.
Boomers tend to have lower debt loads and more stable income, but place a high value on security and simplicity. Their channel preferences skew traditional, focusing on direct mail, television, and formats that reinforce trust and familiarity.
| Behavior/metric | Boomer |
| Median net worth | $410,000 |
| TV consumption | 98% watch TV; 77% watch more than 2 hours per day |
| Newspaper readership | 50%+ still read print or a mix of print and digital |
Here are eight audiences to target Boomers:
- Charitable Causes
- Discretionary Spend
- Discretionary Spend Donations
- Discretionary Spend Travel
- Equity Loan Age
- Home Equity Financial Personality
- Mortgage Loan Paid Off or “Has Existing”
- Net Asset Score (Net Worth)
How to use these audiences
Financial marketers can target audiences such as Home Equity Financial Personality, Mortgage Loan Paid Off, and Net Asset Score to support messaging around wealth preservation, estate planning, and retirement security.
Seasonal approach
Alongside generation insights, financial advertisers should also capitalize on key seasonal events where financial motivation naturally spikes. Each season brings unique consumer behaviors, and Experian Audiences can be activated to align with these key seasonal moments.
Tax season
Refunds and debt payoff are top of mind as consumers prepare and file their returns.
- Experian Audiences you can activate:
- Household Tax Shelter User
- Tax Preparation Services and Software
- Tax Return: Professional Service Prepare User
- Tax Return: Self Prepare User
How to use these audiences
Use Tax Preparation Services and Software or Tax Return: Self Prepare User to reach consumers actively preparing returns, paying down debt, or planning how to use their refunds.
Home buying season
Mortgage, refinancing, and home equity activity increases as consumers enter the peak home buying window.
- Experian Audiences you can activate:
- In Market First Mortgage
- In Market Home Equity
- In Market New Mortgage
- In Market Second Mortgage
- Refinancing Homeowners
How to use these audiences
Use In Market First Mortgage or Refinancing Homeowners to connect with consumers exploring first-time home purchases, refinance options, or equity-based borrowing.
Back-to-school
Household spending increases as families manage education costs, holiday purchases, and year-end budgeting. This period also drives heightened activity around payments, credit usage, and financial planning.
- Experian Audiences you can activate:
- Back to School High Spend
- Back to School Moderate Spend
- Back to School Spend: PreK through High School
- College Tuition Geo Index High Spenders
- Credit Card Age <2 Years
- Credit Seeking Card Switcher
- In Market Credit Card
- In Market Personal Loan
- Mobile Location > College Students
- Student Loan Age <5 Years
- Student Loan Existing
How to use these audiences
Activate Back to School High Spend, Back to School Moderate Spend, or Back to School Spend: PreK through High School audiences to reach households actively preparing for the school year.
Year-end planning (October-December)
As Boomers and Gen X plan for retirement or tax optimization, focus on wealth preservation and investment management.
- Experian Audiences you can activate:
- Baby Boomer Household Income $150K–$249K
- Baby Boomer Household Income $250K–$499K
- Estimated Household Income Range $500K
- Gen X Household Income $1M Plus
- Geo-Indexed Household Income $1M Plus
How to use these audiences
Use Estimated Household Income Range $500K or Geo-Indexed Household Income $1M Plus to engage consumers focused on financial wrap-up activities.
What sets Experian Audiences apart?
Our syndicated audiences give you an advantage across channels, offering both scale and accuracy:
- Experian’s 3,500+ syndicated audiences can be sent to 200+ leading social platforms, such as Meta and Pinterest, TV, and programmatic advertising platforms, and activated directly within Audigent, a part of Experian, with 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, a part of Experian, for activation in PMPs, and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk.
You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list, download our syndicated audiences guide.
Where can you activate Experian Audiences?
Experian Audiences can be activated on 200+ leading destinations or found directly on over 30 platforms, including:
Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice.
Want to activate an Experian Audience on Meta, Pinterest, Snap, TikTok or on a platform not listed above? Contact us today.
Activate Experian Audiences today with Audigent
Audigent will build customized deals that combine premium Experian Audiences or Partner Audiences and inventory into a single, streamlined deal ID – tailored to your campaign needs. Plus, our powerful supply-side optimization ensures your campaigns deliver top marks in performance.
Connect with the Audigent team today at AudigentAgency_Brands@experian.com to get started.
Make every consumer part of your financial strategy
From first paychecks to retirement portfolios, every generation has its own financial story, and seasonal moments create predictable spikes in financial behavior. With Experian Audiences, you can plan across life stages and timing to meet consumers when intent is highest, building relationships grounded in trust, relevance, and meas
Reach out to us today
FAQs
Experian Audiences are pre-built, privacy-compliant consumer segments that help marketers target based on verified demographic, financial, and behavioral data.
They’re designed for flexibility across channels and can be activated on 200+ platforms, including major social, CTV, and programmatic partners.
Experian ranks #1 in demographic accuracy according to Truthset, and marketers can choose from 3,500+ syndicated audiences that capture signals such as income, spending behavior, household structure, financial attitudes, and ability to pay. These same audiences are also available through partnerships on platforms like DirecTV, Dish, Magnite, OpenAP, and The Trade Desk.
For a deeper look at our audience catalog, explore our syndicated audience guide.
Financial marketers can use Experian Audiences by aligning audience selection with generational priorities, such as digital banking for Gen Z or retirement planning for Boomers, to improve engagement and ROI.
Experian Audiences are designed to meet a variety of needs while respecting different levels of privacy standards. For example, we offer FLA-compliant segments where required, as well as broader audiences for objectives such as brand awareness, promotion, credit union membership growth, and more.
Experian’s approach to data is guided by our Global Data Principles, which reflect how we protect and manage information:
Data security: safeguarding data against unauthorized access, use, or loss
Accuracy: ensuring data is as accurate, complete, and relevant as possible
Fairness: collecting and using data responsibly and for legitimate purposes
Transparency: being open about the data we collect, how it’s used, and where it’s shared
Inclusion: using data to expand financial access and support consumer financial health
You can activate Experian Audiences are available across 200+ digital and connected TV platforms, including Meta, Pinterest, The Trade Desk, and Audigent PMPs.
Yes, you can combine Experian data with your own. You can combine your own first-party data with Experian’s 3,500+ syndicated audiences and additional segments from multiple Partner data providers, as a custom audience within a Curated Deal or self-service via Audience Engine.
Footnote
- “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws.
Appendix
Generation Z
- Financial Personalities > Credit Card Financial Personality > Uninterested, Average Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Reluctant User, High Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Loyal Rewards Enthusiast, Low Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Credit Seeking Card Switcher, High Credit Card Balance
- Financial Personalities > Credit Card Financial Personality > Complacent Card User, Low Credit Card Balance
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229
- Financial FLA Friendly > In Market > Buy Now Pay Later
- Financial > In Market > Buy Now Pay Later
- Financial FLA Friendly > In Market Auto Loan
- Financial FLA Friendly > In Market Auto Lease
- Demographics > Homeowners/Renters > Renter
Millennials
- Financial Personalities > Deposits Financial Personality > Uninterested, Average Deposit Balance
- Financial Personalities > Deposits Financial Personality > Self-Directed Diversifier, Very High Deposit Balance
- Financial Personalities > Deposits Financial Personality > Hesitant Borrower, Low Deposit Balance
- Financial Personalities > Deposits Financial Personality > Demanding Advice Seeker, Low Deposit Balance
- Financial Personalities > Deposits Financial Personality > Conservative Branch Banker, Very High Deposit Balance
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271
- Financial FLA Friendly > In Market > Buy Now Pay Later
- Financial > In Market > Buy Now Pay Later
- Publisher Derived > In-Market: Real Estate > In-Market Real Estate
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score Less Than $10000
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $10000-$49999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $50000-$99999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $100000-$249999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $250000-$499999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $500000-$999999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $1000000 Plus
- Lifestyle and Interests (Affinity) > Movers > Likely to Move
- Financial Personalities > Mortgage Financial Personality > Uninterested, Slightly Below Average Mortgage Balance
- Financial Personalities > Mortgage Financial Personality > Secure, Active Refinancer, Above Average Mortgage Balance
- Financial Personalities > Mortgage Financial Personality > Disciplined, Passive Borrower, Below Average Mortgage Balance
- Financial Personalities > Mortgage Financial Personality > Conservative, Bank Loyalist, Slightly Below Average Mortgage Balance
- Financial Personalities > Mortgage Financial Personality > Advice Seeking Refinancer, Slightly Above Average Mortgage Balance
- Life Events > New Parents > Child Age 0-36 Months
- Financial FLA Friendly > Student Loan Age > 9 Years
- Financial FLA Friendly > Student Loan Age > 8 Years
- Financial FLA Friendly > Student Loan Age > 7 Years
- Financial FLA Friendly > Student Loan Age > 6 Years
- Financial FLA Friendly > Student Loan Age > 12 Years
- Financial FLA Friendly > Student Loan Age > 11 Years
- Financial FLA Friendly > Student Loan Age > 10 Years
- Financial FLA Friendly > Student Loan Age > <5 Years
Generation X
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $682-$1364
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $1365-$99999
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $0-$681
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $193-$99999
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $102-$192
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $0-$101
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $993-$99999
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $525-$992
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $0-$524
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $911-$1973
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $1974-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $0-$910
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $952-$1763
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $1764-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $0-$951
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $833-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $326-$832
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $0-$325
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $2568-$99999
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $1265-$2567
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $0-$1264
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $31619-$99999
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $0-$7900
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $7901-$10930
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $21952-$31618
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $15180-$21951
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $10931-$15179
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $2818-$99999
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $1459-$2817
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $0-$1458
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $727-$99999
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $331-$726
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $0-$330
- Financial FLA Friendly > Equity Loan Age > 9 Years
- Financial FLA Friendly > Equity Loan Age > 7-8 Years
- Financial FLA Friendly > Equity Loan Age > 12+ Years
- Financial FLA Friendly > Equity Loan Age > 11 Years
- Financial FLA Friendly > Equity Loan Age > 10 Years
- Financial FLA Friendly > Equity Loan Age > <6 Years
- Financial Personalities > Insurance Financial Personality > Uninterested, Below Average Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Secure Agent-Oriented Loyalist, High Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Reluctant Insurance Skeptic, Below Average Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Insurance Averse, Below Average Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Engaged Advice Seeker, Average Insurance Policy Face Value
- Financial Personalities > Insurance Financial Personality > Confident, Self-Directed Planner, High Insurance Policy Face Value
- Financial Personalities > Investments Financial Personality > Skeptical, Fund-Oriented Investor, Low to Medium Investable Assets
- Financial Personalities > Investments Financial Personality > Savvy Sounding-Board Seeking Investor, Average Investable Assets
- Financial Personalities > Investments Financial Personality > Price Sensitive, Self-Directed Investor, Very High Investable Assets
- Financial Personalities > Investments Financial Personality > Cautious Investing Novice, Low Investable Assets
- Financial Personalities > Investments Financial Personality > Broker-Reliant Delegator, Very High Investable Assets
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score Less Than $10000
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $10000-$49999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $50000-$99999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $100000-$249999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $250000-$499999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $500000-$999999
- Consumer Financial Insights > Investable Assets > Investable Annual Assets Score $1000000 Plus
- Financial FLA Friendly > Mortgage Loan Age > 9 Years
- Financial FLA Friendly > Mortgage Loan Age > 8 Years
- Financial FLA Friendly > Mortgage Loan Age > 7 Years
- Financial FLA Friendly > Mortgage Loan Age > 6 Years
- Financial FLA Friendly > Mortgage Loan Age > 5 Years
- Financial FLA Friendly > Mortgage Loan Age > 13 Years
- Financial FLA Friendly > Mortgage Loan Age > 11-12 Years
- Financial FLA Friendly > Mortgage Loan Age > 10 Years
- Financial FLA Friendly > Mortgage Loan Age > <4 Years
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score Net Worth $1000000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $2500000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score Less Than $25000
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $750000-$999999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $75000-$99999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $500000-$749999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $50000-$74999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $5000000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $250000-$499999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $25000-$49999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $2500000-$4999999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $100000-$249999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $1000000-$2499999
Baby boomers
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Private Foundations
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Political Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Health Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Education Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes to Arts/Culture Charities
- Lifestyle and Interests (Affinity) > Charitable Causes > Contributes by Volunteering
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $682-$1364
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $1365-$99999
- Financial – Analytics IQ > Discretionary Spend > Travel Annual Spend $0-$681
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $193-$99999
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $102-$192
- Financial – Analytics IQ > Discretionary Spend > Reading Annual Spend $0-$101
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $993-$99999
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $525-$992
- Financial – Analytics IQ > Discretionary Spend > Personal Annual Spend $0-$524
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $2602-$99999
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $1272-$2601
- Financial – Analytics IQ > Discretionary Spend > Furnishings Annual Spend $0-$1271
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $911-$1973
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $1974-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Other Annual Spend $0-$910
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $952-$1763
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $1764-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment AV Annual Spend $0-$951
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $4607-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $2230-$4606
- Financial – Analytics IQ > Discretionary Spend > Entertainment Annual Spend $0-$2229
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $833-$99999
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $326-$832
- Financial – Analytics IQ > Discretionary Spend > Entertainment Admissions Annual Spend $0-$325
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $512-$1227
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $1228-$99999
- Financial – Analytics IQ > Discretionary Spend > Education Annual Spend $0-$511
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $2568-$99999
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $1265-$2567
- Financial – Analytics IQ > Discretionary Spend > Donation Annual Spend $0-$1264
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $31619-$99999
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $0-$7900
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $7901-$10930
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $21952-$31618
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $15180-$21951
- Financial – Analytics IQ > Discretionary Spend > Discretionary Annual Spend Estimate $10931-$15179
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $4302-$99999
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $2084-$4301
- Financial – Analytics IQ > Discretionary Spend > Dine Out Annual Spend $0-$2083
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $2818-$99999
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $1459-$2817
- Financial – Analytics IQ > Discretionary Spend > Apparel Annual Spend $0-$1458
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $727-$99999
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $331-$726
- Financial – Analytics IQ > Discretionary Spend > Alcohol and Wine Annual Spend $0-$330
- Financial FLA Friendly > Equity Loan Age > 9 Years
- Financial FLA Friendly > Equity Loan Age > 7-8 Years
- Financial FLA Friendly > Equity Loan Age > 12+ Years
- Financial FLA Friendly > Equity Loan Age > 11 Years
- Financial FLA Friendly > Equity Loan Age > 10 Years
- Financial FLA Friendly > Equity Loan Age > <6 Years
- Financial Personalities > Home Equity Financial Personality > Uninterested, Low Home Equity Balance
- Financial Personalities > Home Equity Financial Personality > Secure, Savvy Credit User, High Home Equity Balance
- Financial Personalities > Home Equity Financial Personality > Home Equity Enthusiast, Very High Home Equity Balance
- Financial Personalities > Home Equity Financial Personality > Home Equity Averse Skeptic, Very Low Home Equity Balance
- Financial Personalities > Home Equity Financial Personality > Hesitant Borrower, Low Home Equity Balance
- Financial FLA Friendly > Mortgage Loan Paid Off
- Financial FLA Friendly > Mortgage Loan Has Existing
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score Net Worth $1000000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $2500000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score Less Than $25000
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $750000-$999999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $75000-$99999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $500000-$749999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $50000-$74999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Asset Score $5000000 Plus
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $250000-$499999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $25000-$49999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $2500000-$4999999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $100000-$249999
- Consumer Financial Insights > Net Assets Score (Net Worth) > Net Assets Score $1000000-$2499999
Tax season
- Lifestyle and Interests (Affinity) > Financial Behavior > Household Tax Shelter User
- Publisher Derived > In-Market: Financial Services > Tax Preparation Services and Software
- Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return –Professional Service Prepare user
- Lifestyle and Interests (Affinity) > Financial Behavior > Tax Return – Self prepare user
Home buying season
- Financial FLA Friendly > In Market First Mortgage
- Financial FLA Friendly > In Market Home Equity
- Financial FLA Friendly > In Market New Mortgage
- Financial FLA Friendly > In Market Second Mortgage
- Financial FLA Friendly > Refinancing Homeowners
Back to school
- Retail Shoppers: Purchase Based > Seasonal > Back to School Apparel – High School
- Retail Shoppers: Purchase Based > Seasonal > Back to School Moderate Spend
- Retail Shoppers: Purchase Based > Seasonal > Back to School High Spend – PreK (Early Ed – PreK)
- Geo-Indexed > Discretionary Spend > College Tuition GeoIndex High Spenders
- Financial Personalities > Credit Card Financial Personality > Credit Seeking Card Switcher, High Credit Card Balance
- Financial FLA Friendly > In Market Credit Card
- Financial FLA Friendly > In Market Personal Loan Consolidated
- Mobile Location Models > Visits > College Students
- Financial FLA Friendly > Student Loan Age > <5 Years
- Financial FLA Friendly > Student Loan Has Existing
Year-end planning
- Demographics > Household Income (HHI) > Baby Boomer Household Income $150K-$249K
- Demographics > Household Income (HHI) > Baby Boomer Household Income $250K-$499K
- Demographics > Household Income (HHI) > Estimated Household Income Range $500K Plus
- Demographics > Household Income (HHI) > Gen X Household Income $1M Plus
- Geo-Indexed > Demographics > Geo-Indexed Household Income $1M Plus
Latest posts
1,000+ ready-made segments, available for activation within Nexxen Audigent, a part of Experian, has officially launched its audiences in the Nexxen demand-side platform (DSP), pairing premium publisher audiences with Nexxen’s streamlined connected television (CTV) and omnichannel buying workflow. Audigent transforms real engagement from premium publishers into over 1,000 ready-to-activate segments—spanning beauty, finance, travel, and more. Three key benefits Signal quality Verified publisher data drives higher match rates and wider look-alike reach. Media impact Reach up to 92 million entertainment fans, 78 million retail shoppers, or 71 million finance intenders across CTV, online video (OLV), and display without guesswork. Privacy and compliance Every segment is built from opt-in, first-party data and delivered through Audigent’s privacy-by-design framework. How Audigent and Nexxen boost your campaigns Now live in the Nexxen DSP, Audigent’s premium audiences plug directly into your existing buying workflow—making it easier than ever to plan, activate, and optimize at scale. Audigent utilizes cookieless, first-party IDs sourced directly from its premium publisher network, allowing advertisers to future-proof campaigns and continue to reach real people across browsers, devices, and CTV. Vertical use cases Auto Target auto intenders as they research new models, then retarget them on CTV during primetime motorsports broadcasts. Retail and CPG Engage retail shoppers with dynamic product ads ahead of peak sales weekends, bridging display and CTV for sequential storytelling. Travel and Hospitality Reach travel planners with destination-specific offers the moment they begin searching for flights. Finance Serve relevant credit card or fintech messaging to finance enthusiasts researching personal finance content. Premium audiences, measurable performance As a part of Experian, Audigent’s audience solution complements our broader identity resolution and activation capabilities, ensuring consistency across every channel. Together with Nexxen’s unified tech stack, advertisers can launch ads faster while respecting consumer privacy. Audience data, targeting, and media all sit in one workflow, making results easy to see and optimize. Contact us Latest posts
Marketing without segmentation is a lot like shouting into a crowded room and hoping the right person hears you. Without a clear way to communicate in a noisy marketing environment, your message gets lost in the mix. With segmentation, you can identify your target audience, speak to their needs, and deliver the right message at the right moment. Companies that use segmentation are 130% more likely to understand customer motivations, resulting in more effective campaigns and deeper audience relationships. In this article, we’ll break down four of the most effective customer segmentation methods, when to use each, and how Experian’s audience solutions can help. What is segmentation in marketing? Segmentation is the process of splitting a large audience into smaller groups that share similar traits, like demographics, location, behavior, or firmographic characteristics. As a marketer, these segments enable you to choose channels, messaging, and offers that resonate with each group. Whether you’re targeting new homeowners in Texas, loyalty shoppers in retail, or small business decision-makers in finance, segmentation helps you stand out to them and get results. Why should marketers segment their audiences? Effective audience segmentation fuels accuracy, performance, and personalization at scale. Here's why you should invest your time and marketing budget in honing your audience segments. Maximize your marketing ROI Nobody wants to waste money talking to the wrong crowd. Using various methods of segmentation, you can focus on those who want to hear from you — and the payoff can be huge. For marketing channels like email, segmentation can drive up to 760% more revenue than non-segmented campaigns. The more targeted your message, the better the return. Create a unified omnichannel strategy Segmentation helps ensure that every channel, from email and social media to display, SMS, and direct mail, operates from the same playbook. Once you define your target audience segments, you also need a trusted identity partner to sync them across platforms and environments. This ensures you can deliver consistent, personalized experiences at every touchpoint and your audience receives the same message in the proper context, regardless of where they engage. Strengthen customer loyalty Roughly 75% of consumers are loyal to brands that “get” them. When you strive to understand your customers, they’re more likely to stay. Segmentation enables you to personalize communications based on your target segment’s values, behaviors, or preferences, encouraging repeat business. Expand into new markets With segmentation, you can analyze existing customers to identify common traits and use that data to pinpoint similar groups in new regions or markets. For example, if your top customers are middle-class parents in suburban areas, you can target lookalike segments in other cities with tailored messaging. This makes it easier to expand with confidence, knowing you're reaching people who are more likely to convert. Lower customer acquisition costs Rather than forcing you to cast a wide net, segmentation enables you to focus your budget on high-potential audiences across channels, reduce acquisition costs, and minimize wasted spend on low-intent audiences. Four segmentation methods and examples Let’s look at four different methods of market segmentation. We’ll define each, share when to use them, and give real-world examples to help you apply them. 1. Demographic segmentation Demographic segmentation breaks your audience into groups based on gender, income, age, education, marital status, occupation, and household size. It’s one of the most foundational segmentation methods because it’s easy to implement and often tied directly to buying behavior. Demographic data makes it easier to get the tone, offer, and channel right from the start. And when you combine demographic segmentation with other segmentation methods, such as behavior or location, the impact multiplies. When to use it Use demographic segmentation when your product or service is clearly more relevant to people in a specific life stage, income bracket, or household type. Among all methods of market segmentation, demographic data is often the easiest starting point. It’s especially effective for industries such as financial services, healthcare, education, retail, and others, where consumer needs change based on demographics. Examples As a real-world example, a health supplement company used Experian data to segment its ambassador program audience into four demographic groups based on lifestyle and household makeup. These included younger singles, value-seeking families, high-income spenders, and older empty nesters. Applying these insights at registration allowed the brand to deliver personalized, channel-specific communications that boosted acquisition and retention. The approach led to stronger engagement and more meaningful customer connections. 2. Geographic segmentation This method of market segmentation categorizes people by location, including country, region, state, city, zip code, or even climate. It’s a simple yet effective way to tailor your marketing, as location often influences everything from lifestyle and language to shopping habits and product needs. It’s most often used among brands with physical locations or region-specific campaigns. Whether you're promoting snow boots in Colorado or sunscreen in California, geographic segmentation helps you stay relevant to the local context. When to use it Geographic segmentation is ideal when your offer or message changes depending on climate, culture, availability, or local regulations. It’s also helpful for planning market expansion or testing the performance of different methods of market segmentation across regions. Examples One home furnishings retailer partnered with Experian to understand how customer needs varied across store locations. Using a mix of client data and Experian demographics, we segmented stores based on their surrounding customer base, like urban, white-collar shoppers in metro centers versus lower-income households in more remote cities. These insights enabled the retailer to tailor inventory, marketing strategies, and ad copy for each store type, resulting in more relevant customer experiences. 3. Behavioral segmentation Behavioral segmentation centers on how people live their lives — their interests, habits, and decision-making patterns. It includes factors like past purchases, engagement frequency, brand loyalty, product usage, browsing patterns, and responsiveness to offers or promotions. Among all of the segmentation methods, this one provides insight into intent, helping you go beyond who your audience is to understand what they do. You can use behavioral insights to re-engage former customers with relevant offers, reward loyal buyers with personalized perks, or guide high-intent shoppers toward conversion with timely nudges. When to use it Behavioral segmentation is best when you want to personalize based on intent, habits, or engagement stage. It's particularly useful for retention, reactivation, or cross-selling strategies. Examples In practice, a national big-box retailer partnered with Experian to better understand customer behavior during grocery store visits. The goal was to identify distinct “trip missions” that could drive category trial and increase basket size. We analyzed everything from basket contents to customer composition and segmented visits into 11 unique missions. For example, the “All Aisles Online” segment represented large households (often homeowners with families) stocking up on household staples through online orders. In contrast, the “Marketable Mission” segment captured smaller, likely renter households making quick trips for non-essentials. These behavioral insights empowered the retailer to adjust promotions based on the intent behind each visit, strengthen customer relationships, and drive growth. 4. Firmographic segmentation (B2B) Firmographic segmentation is like demographic segmentation for businesses. It groups B2B audiences based on attributes such as annual revenue, location, company size, industry, and organizational structure. You can also segment by job title or decision-maker role to better target key stakeholders. This method is great for aligning your messaging, sales strategy, or product offerings with the unique needs of various business types. A startup in the tech sector will likely respond to a very different pitch than an enterprise manufacturer, and firmographic data helps you speak to both with precision. When to use it Use firmographic segmentation when marketing to other businesses, especially when your product or service has different benefits depending on business size or sector. Examples Recently, a B2B client partnered with Experian to gain a deeper understanding of the revenue potential of their existing business customers. Using firmographic data, we segmented the client’s customers into distinct groups based on the characteristics most strongly tied to spending behavior. For each segment, we calculated potential spend, defined as the 80th percentile of annual spend within that segment. This allowed the client to identify high-value accounts with untapped growth potential. For example, one customer, ABC Construction, had spent $4,750. But based on their segment’s profile, their annual potential was $9,000. That insight revealed a $4,250 opportunity to deepen the relationship through more targeted marketing and sales efforts. Best practices for market segmentation Regardless of the segmentation method you use, the following best practices will help you maximize the benefits of your efforts. Start with clean, reliable data Segments are only as good as the data behind them. If your data is outdated, inaccurate, or incomplete, your segments will result in ineffective targeting and a wasted budget. Utilize accurate, compliant, up-to-date sources like Experian Marketing Data, ranked #1 in accuracy by Truthset, to ensure your targeting is on point. Test and refine segments continuously Business goals, market conditions, and behaviors are constantly changing. What worked last month or even last week might not work today. By adjusting your segments over time, you make sure your marketing stays relevant, focused, and effective. Use A/B testing, performance metrics, and audience analytics to iterate on your segments and improve results over time. Align segments with personalized messaging and offers Each segment has distinct needs, preferences, and motivations, which means generic messaging won’t resonate effectively. Once you’ve built your segments, personalize your creative, copy, and offers to appeal to each group and increase the likelihood of engagement and conversions. Integrate segmentation across all platforms If someone sees one message in an email and a completely different one in an ad or on your website, it creates confusion and weakens trust. From CRMs and email platforms to ad tech and analytics tools, make sure your segmentation method is applied consistently across every channel to improve performance and build a cohesive brand experience. Segment your audiences with Experian Effective audience segmentation is at the heart of every successful marketing strategy, but in this fragmented, privacy-conscious landscape, grouping your audience into meaningful, actionable subgroups is more challenging than ever. That’s where we come in. With coverage of the entire U.S. population, Experian helps marketers define and categorize broad audiences into precise segments using rich data on demographics, behaviors, financial profiles, and lifestyle traits. These insights make it easier to personalize messaging, optimize media spend, and drive better outcomes. From ready-to-use syndicated audiences to custom segments and even Contextually-Indexed Audiences that align targeting with content, Experian offers flexible segmentation solutions that perform across digital, TV, programmatic, and social channels. In our most recent release, we introduced over 750 new and updated audience segments across key categories, including a brand-new category for Experian, giving marketers more accurate, behavior-based targeting options than ever before. 135+ new CPG audiences, a brand-new category for Experian, built from opt-in loyalty card and receipt scan data 240+ new automotive audiences covering ownership and in-market shoppers 100+ new high-spending behavior audiences focused on specific merchant categories 24 new wealth and income segments with refined household net worth tiers 13 new lifestyle-based housing audiences for family- and household-focused targeting 250+ refreshed financial segments with improved naming conventions for better discoverability and clarity Together, these segments give marketers more accuracy to reach high-intent consumers based on real-world behaviors, spending patterns, and financial capacity. Audience solutions powered by consumer insights Experian Marketing Data, one of the most comprehensive and accurate consumer databases in the U.S., is the core of our segmentation capabilities. Backed by over 5,000 demographic and behavioral attributes, it helps you understand not just who your customers are but how they live, shop, spend, and engage, too. Each audience segment is built with privacy and precision in mind, using a blend of demographic data, financial behaviors, lifestyle signals, and media habits. With these consumer insights, we’ll help you uncover meaningful patterns that lead to smarter strategy. Experian’s pre-built audiences Our syndicated audiences are pre-built, ready-to-activate segments based on shared characteristics from age and income to purchase behavior and lifestyle indicators. When speed and scale are a priority, these segments offer a fast, effective way to reach your target audience. Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, and programmatic advertising platforms, as well as within Audigent for activation within private marketplaces (PMPs). Here’s what’s new from our August 2025 release: CPG shoppers by category (e.g., Frozen Food Shoppers, Multi-Vitamin Shoppers) Luxury EV owners and auto brand shoppers (e.g., Rivian, Polestar, Cadillac) High spenders in specific categories (e.g., men's grooming and women's accessories) Ultra high-net-worth households (e.g., Net Worth $50M+) and likely home sellers Young Family Homeowners and Growing Family Apartment Renters Custom audiences for specialized targeting Need a custom audience? Reach out to our audience team, and we can help you build and activate an Experian audience on your preferred platform. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. Contextually-Indexed Audiences Experian’s Contextually-Indexed Audiences offer a privacy-safe way to reach relevant consumers in the moments that matter without relying on identity signals or third-party cookies. These segments combine Experian’s consumer insights with page-level content signals, enabling you to align targeting with intent and mindset, even in cookieless or ID-constrained environments. Want to take your segmentation strategy to the next level? Let’s talk. We’ll help you define your audience in ways that drive real results. Talk to our team about your segmentation methods today Latest posts
Healthcare and Life Sciences teams map the patient journey to spot care gaps and guide interventions. However, clinical records cover only what happens inside clinics, not the forces driving patient decisions. Enriching these records with lifestyle, socioeconomic, and consumer-behavior insights reveals the “why” behind health outcomes. That’s where non-clinical insights step in – revealing the real-world forces that shape patient results. To address these blind spots, Experian and Komodo Health have teamed to integrate de-identified insights from millions of patient journeys with Experian’s socioeconomic and lifestyle data. This enriched view lets enterprises see each journey in full, identify care disparities, and craft smarter strategies – while rigorously protecting privacy. Driving tangible outcomes and better patient care This collaboration focuses on turning insights into action. With Experian and Komodo's integrated clinical, socioeconomic, and lifestyle data, Healthcare and Life Sciences teams can move from insight to accuracy, building adherence programs, finding hard-to-reach patients, and demonstrating treatment success. They can: Layer Komodo’s de-identified patient-level medical and pharmacy insights and analytics with Experian lifestyle and socioeconomic attributes Segment patient populations by condition, treatment history, and socioeconomic status Prioritize outreach – reducing waste and focusing resources where care is needed most For instance: Neighborhood-level gaps Identify opportunities to capture untreated patients and improve clinical trial inclusion. Income-related support Flag populations most likely to benefit from cost-saving programs, ensuring communications highlight co-pay assistance or financial relief options. Inside the data stack At the core of Komodo Health's AI-enabled healthcare analytics platform is its Healthcare Map®. This innovative tool integrates de-identified patient-level medical and pharmacy claims data from the patient journeys of over 330 million unique individuals – providing insights on diagnoses, treatments, outcomes, and care patterns across the United States. Experian enhances this data by adding socioeconomic and lifestyle characteristics that influence up to 80% of health outcomes. Together, this combined data effectively addresses essential questions such as: Which neighborhoods face the highest diabetes risk? Where is therapy abandonment spiking? When should co-pay assistance messages drop? How can we accelerate HCP outreach or clinical-trial recruitment? Experian's socioeconomic and lifestyle insights: Fueling data-driven care decisions In this context, Experian provides valuable insights into socioeconomic factors and lifestyle patterns, covering everything from household composition and income ranges to psychographics and other attributes that help build a broader understanding of an individual's circumstances. Where deep patient understanding, health engagement, and real-world evidence converge As healthcare marketing, patient engagement, and real-world data converge, the Experian and Komodo collaboration is empowering Healthcare and Life Sciences teams with fast, actionable insights. Fusing de-identified patient-level clinical data with socioeconomic and lifestyle attributes helps teams engage the right patients, and fuels research from product launches to community programs. It elevates experiences while proving impact with real-world evidence. Ready to utilize these insights? Latest posts