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
Retail media networks (RMNs) rank among the fastest-growing media channels. According to eMarketer, retail media spend is forecasted to account for more than a fifth of overall digital spending in 2025, and retail media spend will grow by 21.8%. For RMNs, the path to realizing this opportunity is marked by navigating through a series of critical stages, each with its own set of challenges and solutions. Retail media strategies Simply put, RMNs need to know who their customers are, where they are, and how to reach them to succeed. But we know nothing is that simple. This blog post reviews the three pivotal stages of RMN success, offering a roadmap for networks aiming to optimize their operations and claim their share of the rapidly growing category. Stage 1: Develop a data foundation In a world where traditional tracking methods are fading, first-party data has become essential for targeted advertising. Retailers have a wealth of this valuable data due to their direct consumer relationships. The initial step in establishing an RMN is to organize and utilize this data effectively. Steps to develop a data foundation: Organize data: Bring together fragmented shopper data, loyalty program information, and other customer data into a unified location. Clean and deduplicate this data to create consistent customer profiles. Enhance profiles: Gain insights into your customers and your brand’s customers so you can learn who your best, lapsed, and non-customers are. Append additional attributes to your shopper data, including media consumption habits, lifestyle preferences, demographic information, and more. Use identity graphs: Identity providers, like Experian, enable you to learn about the anonymous – and known – visitors on your platform and organize disparate customer data points into households. This will allow RMNs to connect addressable identifiers to the household, making it easier to reach customers across channels. Create audience segments: With a solid data foundation, RMNs can build audience segments beyond basic shopper data. These segments will make your data more attractive and actionable for media buyers. For example, consider a retailer that knows its shoppers are primarily young professionals, but a CPG brand wants to target not only these shoppers but also young professionals who are parents. By partnering with an identity solution provider like Experian, the retailer can append additional data to identify and target the young parents within their existing customer base, enabling the CPG brand to reach both audience segments effectively. “Retail media networks thrive on clean, accurate, and actionable data. Simply put, it's crucial to know who your customers are, when they're most engaged, and where to reach them to drive effective marketing strategies and maximize ROI.”anne passon, sr. director, sales, retail Stage 2: Become a publisher for optimal retail media growth The next step for RMNs is to transition from building a data foundation to helping marketers reach their target audience, essentially becoming a publisher. This involves two main processes: organizing advertising inventory and connecting it to demand. Steps to become a publisher: Audit and organize inventory: Conduct a thorough review of all existing ad spaces, including websites, apps, and in-store placements. Identify gaps and consider creating new advertising opportunities, such as website and app features, interactive digital experiences, or expanded in-store touchpoints. Connect inventory to demand: Integrate the organized inventory with platforms, allowing advertisers to access it easily. This often involves using supply-side platforms (SSPs) and demand-side platforms (DSPs). Continuing with our example, the CPG brand can work with its DSP or SSP partners and easily access your ad inventory, and effectively target the young professional and young parent audience segments. Stage 3: Scale inventory for retail media growth As RMNs progress to the final stage of their success journey, they may face the challenge of limited inventory within their owned and operated (O&O) channels. To meet marketers' expansive reach requirements and to continue to drive growth and profitability for their organizations, RMNs must expand their inventory beyond O&O. Steps to scale inventory: Utilize data collaboration tools: Clean rooms allow secure merging and enrichment of data from various sources, creating richer audience profiles while maintaining privacy. Resolve identity and enhance addressability: Identity graphs help resolve known customer identifiers (e.g. emails) into addressable IDs (e.g. mobile IDs and connected TV IDs), which can be used to reach customers across all the platforms they consume media. Expand audience reach: Onboarders, like Experian, help extend data and audiences to programmatic destinations beyond a retailer's O&O inventory. By mapping audiences to digital identifiers maintained by identity partners, RMNs can significantly widen their reach, meeting advertisers' needs for engaging with broader and more diverse audience segments. The CPG brand can now reach young professionals and young parents on the retailer’s platform and in all the other places where they consume media, like watching their favorite shows on connected TV (CTV) or browsing the web on their phones. Measurement across stages for retail media growth Measurement is crucial and must be conducted during and after a campaign to understand and validate performance. Here are two types of measurement to consider: Cross-device campaign measurement: Measure performance by connecting an ad exposure in one environment (e.g. CTV) to an action in another (e.g. mobile purchase). This holistic, cross-device approach requires a partner for identity resolution as it will ensure that the impact of a campaign is fully understood. Aggregate performance analysis: Understand performance in aggregate across several campaign studies. Receive independent third-party measurement validation that you can promote to advertisers to drive increased spend. For our CPG brand, these measurement reports ensure that they can track the performance of their campaigns from the initial exposure on a CTV to the final purchase made on a mobile device, providing comprehensive insights and validation of their advertising strategy. The retailer can aggregate these studies and promote their network’s effectiveness to prospective advertisers. Accelerate retail media growth with strategic partnerships The journey through the stages of RMN success is riddled with deep technical challenges that are often beyond the institutional capabilities of non-media businesses. The intricacies of data management, audience insights, identity resolution, precise cross-device targeting, and measurement require specialized expertise and technologies that may not be readily available in-house. RMNs stand to benefit from forging strategic partnerships with companies that possess not only the necessary technological tools but also a profound understanding of the media landscape. The steps outlined here will accelerate your growth and ensure you capitalize on the opportunity in front of you. Connect with a member of our team to learn how we can support your journey toward RMN success. Contact us to enhance your retail media strategies Latest posts
Get ready for Cannes Lions 2024—the advertising industry is buzzing with excitement. This year's event promises to be a center of innovation, ideas, and networking. Here are five themes we expect will take center stage in conversations and how Experian can help marketers be prepared for what’s ahead. Cookie deprecation and signal loss At Cannes Lions 2024, the theme of transitioning to a cookieless advertising ecosystem is likely to dominate discussions. The saga of cookie deprecation continues to unfold, with Google recently pushing back the demise of third-party cookies once again. Experian remains fully committed to prioritizing continued testing of different industry solutions, including the Google Privacy Sandbox, to help customers prepare for a future without cookies. We've identified six viable alternatives to third-party cookies, how these alternatives fall short, and how Experian can help you navigate these alternatives. With Experian, the loss of cookies does not equate to a loss of coverage. With our strong roots in offline data and significant investments in our Graph, Experian ensures uninterrupted and effective marketing with robust signal coverage, with or without cookies. Based on early tests, we expect our Graph to maintain 97% of its household coverage. Read how MiQ, a leader in the cookieless era, strengthened its Identity Spine with the integration of Experian’s cross-device Graph here. Commerce The theme of commerce is poised to be a central topic of discussion at Cannes Lions 2024, reflecting the emergence and growth of retail media networks (RMNs). Evolving customer expectations are a key driver, with consumers demanding seamless and personalized experiences across all touchpoints of their shopping journey. The importance of bridging physical and digital experiences to create a cohesive customer journey will undoubtedly feature prominently in discussions at Cannes. Experian's Consumer Sync offerings facilitate seamless integration between online and in-person interactions, fostering a cohesive approach to engaging audiences across various platforms while measuring campaign effectiveness. As we heard at Shoptalk 2024, the evolution of retail media is propelling us into a new era of advertising and first-party data monetization. The integration of e-commerce with advertising presents an exciting opportunity for brands to drive direct sales through ads displayed within retail platforms, blurring the lines between marketing and commerce. Our Consumer View solutions provide access to over 5,000 demographic and behavioral data points, enriching your customer profiles for deeper insights. By combining first-party data with Experian's industry-leading data sets, you can create bespoke audience segments that drive increased return on investment (ROI), going beyond conventional category-based targeting strategies. Looking ahead, the future outlook for RMNs remains promising, with anticipated growth and expansion as brands increasingly recognize the value of reaching consumers precisely at the point of purchase. Connected TV At Cannes Lions 2024, we anticipate discussions to focus on how connected TV (CTV) can continue to live up to its promise. CTV is the most rapidly expanding advertising channel in the U.S and 95% of advertisers plan to increase their share of spend on programmatic CTV in 2024, according to The Trade Desk's latest CTV report. The growing adoption of CTV among viewers, driven by factors like quality content, reduced ad interruptions, and cost-saving alternatives to traditional cable, signals a shift in consumer behavior that marketers cannot afford to overlook. Experian supports the growth of advertising interest in CTV through our signal-agnostic Graph that connects CTV IDs, universal IDs like Unified I.D. 2.0 (UID2), IPs, and mobile ad IDs (MAIDs) for effective activation. Our digital identity resolution with Activity Feed provides insights into CTV viewership behavior, linking CTV exposure to e-commerce conversions. CTV also enables greater collaboration, and we've recently announced new partnerships with CTV industry leaders Microsoft, Samsung, Attain, Sonobi, and EDO. Consumer privacy Consumers are increasingly aware of privacy concerns surrounding their data and numerous laws are going into effect across the U.S. at the state level. Most recently, there has been momentum on a federal data privacy law. We expect consumer privacy to be a significant topic of discussion at Cannes Lions 2024, reflecting the growing importance of ethical data practices in advertising. In a recent Q&A with Datavant, Jeremy Meade, VP of Marketing Data & Product Operations at Experian, highlights the importance of balancing data privacy and utility, focusing on "data for good" practices while using de-identification techniques to support research without compromising consumer privacy. Our Geo-Indexed audiences are an example of how Experian can help you reach your audience while balancing data privacy and accuracy. Our Geo-Indexed audiences combine location data with audience insights to deliver targeted marketing solutions. These audiences are created without the use of sensitive personal information, so you can confidently reach your target audience without sacrificing data privacy. With deep roots in data protection and security, you can confidently partner with Experian as we proactively stay ahead of regulations and strictly follow all consumer privacy laws. Campaigns and competition The theme of campaigns and competition is poised to be an important discussion point, driven by the convergence of major global events like the U.S. presidential election and this summer’s games—both occurring once every four years. These landmark occasions present opportunities for marketers to craft targeted campaigns that resonate with specific audience segments. As we approach the 2024 election season, the advertising landscape is primed for growth, with political ad spending projected to exceed $10 billion. Effective audience targeting during this crucial period can sway voters, shape public opinion, and influence election outcomes. Experian's 240+ politically relevant syndicated audiences, including our 10 political personas, enable a nuanced understanding of voter viewpoints and empower tailored engagement strategies to connect more effectively with constituents. At the same time, this summer’s games in Paris offer a unique opportunity for sports marketing. With one billion viewers expected to tune in, the global spectacle presents a platform to engage with passionate sports audiences worldwide. Using Experian's syndicated audiences, marketers can precisely target sporting goods shoppers, avid fans, athletes, and spectators alike. The combination of these major events emphasizes the need for careful planning and data-driven strategies and marketers should take advantage of the excitement surrounding both events. Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing. Contact us Latest posts
With the back-to-school season approaching, marketers are preparing to engage both eager students and parents. Our Q&A video with Experian experts shares our predictions and tips for the 2024 back-to-school season so you can craft effective back-to-school marketing campaigns. From early campaign launches to the rise of online shopping and budget-conscious consumer behaviors, let’s explore what lies ahead and how brands and agencies can prepare. What separates Experian's syndicated audiences Experian’s 2,400+ syndicated audiences are available directly on over 30 leading television, social, programmatic advertising platforms, and directly within Audigent for activation within private marketplaces (PMPs). Reach consumers based on who they are, where they live, and their household makeup. Experian ranked #1 in accuracy by Truthset for key demographic attributes such as Presence of Children. Access to unique audiences through Experian’s Partner Audiences available on Experian’s data marketplace, within Audigent for activation in PMPs and directly on platforms like DirectTV, Dish, Magnite, OpenAP, and The Trade Desk. Watch the highlights from our video below. Three trends for the 2024 back-to-school marketing season Campaigns will start earlier We expect back-to-school marketing efforts to kick off earlier than usual. Brands will launch campaigns with special promotions to secure mind and market share ahead of competitors. Additionally, the traditional back-to-school season is extending, urging marketers to prolong their campaigns to capture the attention of consumers who are taking more time to make purchasing decisions. Online shopping will continue to rise The surge in online shopping during the pandemic has become a lasting trend – and is especially appreciated by busy parents seeking convenience. Brands should focus on enhancing online and mobile shopping experiences, including options for in-store pickup and delivery. Marketers should prioritize their online presence and optimize e-commerce platforms, including experimenting with shoppable ads on connected TV (CTV), to meet the needs of families shopping for back-to-school supplies. Budget consciousness is top of mind With inflation on the rise and tighter budgets at home, households are becoming more selective in their back-to-school spending. Marketers should align their efforts with value-driven products and prioritize advertising that resonates with these financial priorities. Strategies for brands and agencies Next, let's explore strategies brands and agencies can use to prepare for the upcoming back-to-school season. Brands First, we'll highlight three recommended strategies for brands. Maintain an evergreen presence Launch your back-to-school campaigns early and maintain a steady presence throughout the season. Experian's TrueTouchTM audience insights can guide your channel selection for maximum impact, helping you decide on key channels such as email, digital video, or specific social media platforms. Build loyalty programs that deepen customer relationships Use your customer data to create loyalty programs that foster stronger connections with your audience. By using insights from Experian, you can gain a holistic understanding of customer profiles and identify potential back-to-school prospects within your existing customer base. On average, Experian has 250 behavioral and demographic marketing attributes per individual, which means we can decorate households and people with marketing data to get a full customer profile and fill in any gaps you have on your audience. Prioritize value and convenience Offer flexible shopping options like in-store, online, and buy online, pick up in-store (BOPIS) to cater to busy families. Partner with services like Shipt or Instacart to streamline shopping experiences. Agencies Now, we'll share two ways agencies can effectively prepare for the back-to-school season. Engage early and extend your campaigns Initiate conversations with brands earlier to ensure timely planning and execution. Extend campaign durations to capture late-decision makers. Adapt your channel strategies Shift focus to digital channels like CTV and social media, aligning with evolving consumer habits and preferences. Experian works with major platforms, marketers, and agencies, which means we have existing partnerships across the ecosystem for you to connect with and bring your consumer data to life to meet your needs. Watch the full Q&A The 2024 back-to-school season promises new challenges and opportunities for marketers. By starting campaigns earlier, optimizing online experiences, and aligning with budget-conscious consumers, brands and agencies can position themselves for success. Watch our full Q&A video where our experts cover: Tactics we predict marketers will employ to navigate signal loss Which channels will be the most successful Recommended audiences for targeting And more! Watch now Need a custom audience? Reach out to our audience team and we can help you build and activate an Experian audience on the platform of your choice. Additionally, work with Experian’s network of data providers to build audiences and send to an Audigent PMP for activation. Contact us Latest posts