Technology is a high priority for most brands. Organizations often want to bring in the next technological prodigy to develop a successful platform or gadget. But successful technology teams go beyond the end product. Successful technology teams are constructed of team members who have a sense of purpose, and understand the goals they are working towards. But in order to create a powerhouse team, technology leaders need to invest time into their people. In this Entrepreneur article, Emad Georgy, chief technology officer for Experian’s Cross-Channel Marketing discusses daily practices all leaders should adopt when building a winning team. By incorporating these practices into their work environment, leaders are better positioned to build a successful team, and make a positive impact for their clients.  

Experian was recently named one of 2016’s Top 100 Fintech Companies by American Banker, joining the ranks of companies such as Thomson Reuters and FIS. This announcement comes less than two months after being named among Forbes Magazine’s Top 100 “World’s Most Innovative Companies” for the third year in a row. Ranking near the top at #13, this American Banker listing is further evidence of our commitment to innovation and creating a better world through data. All of us at Experian take this commitment very seriously, and we’re proud that every day our data and analytics are helping people and businesses to achieve more. The American Banker and Forbes rankings also confirm that Experian is much more than a credit bureau. We believe data has the power to transform lives and societies for the better, and we’re making sense of it in powerful new ways that others can’t. One example of our innovative approach to solving big-picture problems around the world is our Experian DataLabs, staffed by teams of scientists with Ph.D.’s and applied research practitioners with expertise in advanced analytics and machine learning. This team helps businesses solve strategic marketing and risk-management problems through advanced data analysis. Using applied research and development we work to increase profitability, optimize data assets, control financial risk and ensure regulatory compliance for our clients. We’re also looking at data in new ways to help companies better identify fraud to protect themselves and the customers they serve. Experian’s innovative capabilities also help people get the financial services they need. We’re uncovering new, ground-breaking ways to build clearer pictures of people’s financial situations, and we’re helping people use these insights to take better control of their future. By collecting, combining and analyzing data, Experian is powering opportunities to help people plan for and build a better tomorrow. I’m confident that we’ll continue to take hold of these opportunities to unlock the true power of data in the years to come.

Experian’s Group President of Marketing Services Steve Wagner was recently named Secretary of the Data & Marketing Association’s (DMA) Executive Committee. Elected at the 2016 &THEN global conference hosted in Los Angeles, Wagner joins a group of C-suite level executives from marketing brands, agencies, tech companies, data companies and media companies who serve as DMA Officers and Board members. This coalition of partners is focused on elevating DMA’s mission to champion deeper consumer engagement and business values through the innovative and responsible use of data-driven marketing. Wagner’s election to the executive committee is a reflection of the importance of understanding insights gleaned from big data, which work to power opportunities for marketers to better reach their target audiences. “Unleashing the power of data to drive decision-making is now more critical than ever before in targeted marketing,” said Wagner. “Experian uses big data to help build healthy, robust businesses that better understand their customers’ unique needs and interests, and use that intelligence to predict trends and plan for the future.” When DMA launched in 1917, it united a small group of marketers in Chicago to fight postal regulations. Today, DMA is comprised of data scientists, data technologists, data-inspired designers, creative experts and data-driven marketers, and boasts a network of more than 1,400 member companies representing nearly 100,000 members and participants. In his expanded role, Wagner will work alongside this like-minded group of individuals who are committed to powering opportunities through data. Wagner joined the DMA Board of Directors in April 2016. In addition to his new role as Secretary, he now acts as Chairman of the nominating committee for new DMA board members. The marketing industry is better understanding how to leverage big data as an increasingly vital tool. Being the trade body for the industry, DMA’s shifted focus to data-driven marketing is a recognition of that transition in the marketing industry which views data as an expanding resource to identify and fulfill customer’s needs and interests in a way that improves their lives—seamlessly and efficiently. Recently, along with announcing Wagner’s appointment, DMA rebranded itself with the growing role of data in marketing and advertising, from the Direct Marketing Association to the Data & Marketing Association. At Experian, we view data as a powerful key that unlocks endless opportunities for the future. We know that by unlocking the power of data, we can help marketers better reach their audience and maximize every opportunity while exposing consumers to products that suit their lifestyle. Wagner’s appointment to the Executive Committee of the Data & Marketing Association reflects the increasingly important role that data plays in the marketing industry, as well as the leading role that Experian is playing to help transform the industry.

Kevin Dean, president and general manager of Targeting for Experian sat down with Ginger Conlon, editor-in-chief of GingerConlon.com at DMA’s &THEN 2016 Conference. The two discussed a number of topics, including the re-emergence of third-party data for marketers. As the industry has turned towards data-driven marketing, more brands are again leveraging third-party data to enhance their first-party data, as well as pull insights that enables them to better connect with their customers. To read more from the interview, visit GingerConlon.com.

  Temperatures are dropping, leaves are falling and seasonal beverages are selling – it must mean that the holiday season is quickly approaching. And while many people get to wait in anticipation for this magical time of year, marketers are hard at work planning and creating their upcoming holiday marketing campaigns. In fact, many marketers are likely focused on developing their most creative designs and strategic promotions – critical components to any campaign. But they also need to give attention to their subscriber lists. A recent study found that as much as 50 percent of lists are inactive. If audiences are not engaging with the brand’s communications, then brands may experience diminished returns, or worse. Why reactivate? The bottom line is that it is more cost effective for marketers to retain existing customers than to acquire new ones. Past buyers represent higher open, click and transaction rates than non-buyers. By reactivating their inactive subscriber base, marketers have an opportunity to improve the return on each marketing campaign. How to reactivate? Email addresses may appear inactive for a number of reasons. The email address may no longer be in use, the subscriber does not find the content relevant, or the subscriber prefers to scan unopened emails and purchase in other channels. Marketers need to understand the cause behind each inactive address in order to strategically re-engage with past customers. Once marketers are able to identify all of their inactive subscribers, they will want to segment them into buckets. For example, those that clicked but have not purchased in the past 90 days, or those that have opened emails, but not clicked or purchased in the past 90 days. Each person is unique in their behaviors and interests, so marketers will need to engage these subscribers in a variety of tactics. Offering an incentive Using an engaging subject line Utilizing a confirmed opt-in strategy Sending more than one message as part of a reactivation strategy Marketers who strategically reactivate their inactive subscriber base have an opportunity to bring past-customers back into their sales funnel, and experience more return on their marketing campaigns. By leveraging data and insight to identify and re-engage this group, brands and marketers can also have a magical holiday season. To learn more about re-engaging your inactive email subscribers, download our e-book.  

This feature article from DMN profiles Emad Georgy, Chief Technology Officer for Experian Marketing Services, as well as his team’s approach to data and predictive analytics. According to the article, “The other drive for Georgy’s commitment to data analytics has been interactions with clients … Data can help brands ‘uniquely understand customer behavior. At Experian, with all of our expertise, we can play a role in getting data to a position where it’s actionable.’” Click here to read the full article.

Experian has warned that current accounts can be a ‘front door for fraudsters’, as the company’s new ID Fraud Tracker reveals current account fraud is now nearly triple what it was two years ago, while credit card fraud has more than doubled within the same period. In both cases, the increase has been driven by fraudsters using stolen personal details of genuine individuals to attempt to open current accounts or apply for credit cards. Nick Mothershaw, fraud expert from Experian, explained:“A lot of people may see the news about current account fraud and think that it’s not as bad as having their card details stolen. But it is…in fact it could be an Achilles’ heel when it comes to their identity. Current account fraud not only presents an immediate threat of emptying someone’s overdraft facilities, but can act as a front door for fraudsters to access a wide range of financial products, including credit cards. “Current accounts and cards are tightly linked, and it’s no surprise that card fraud has grown alongside the rise in current account fraud. We urge people to be vigilant about activity on their account. “We all have a role to play in keeping our identities safe, and we’re encouraging everybody to do their bit. Even something as simple as making sure you regularly check your electronic statements can help to identify fraudulent activity before it escalates into something much worse.” More misery for ‘generation rent’ Private renters who live in shared accommodation in young urban neighbourhoods, aged 26 to 35 (known as ‘Rental Hubs’), continue to be the biggest targets for fraudsters – 18.4 per cent of all victims. However, fraudsters are particularly increasing their focus on those ‘transient renters’, mainly 18 to 25 years old, who tend to share private low-cost housing and are most likely to move more regularly. They saw the biggest rise in fraud over the last 12 months and now account for 7.1% of all fraud victims, compared to 4.9 per cent last year. Mothershaw said:“People who live in rented homes need to know that fraud is a very real and, sadly, growing danger for them in particular. What makes them easy targets for fraudsters is the fact that many share accommodation and also move regularly – within one or two years. Unless they are regularly monitoring all their credit applications, it is likely to be a while before they realise they have become victims. They are also high users of smart phones and social media, so they really are prime targets.” Experian’s new ID Fraud Tracker is a quarterly analysis of fraud rates across a variety of consumer financial products, from cards and current accounts to mortgages and car insurance. Current account fraud between April and June this year reached 128 fraudulent applications in every 10,000 applications – the fifth consecutive quarter it has exceeded 100 in every 10,000 applications. The rate of fraud in card applications reached 48 in every 10,000 applications during the same period. The analysis dates back to Q3 2013, when rates of current account and card fraud were at 48 and 21 in every 10,000 applications respectively. Experian offers some proactive steps people can take against fraud: Online passwords: There’s nothing more attractive for ID thieves than someone who uses the same password across multiple online accounts. It is crucial to have unique, secure passwords for each online account. People should consider the strength of their password; always use a combination of upper and lower case letters, numbers and symbols and – where possible – change them regularly. Security First: Be conscious of the information you share when using shared Wi-Fi networks. Public networks and open Wi-Fi hotspots can be compromised more easily by fraudsters than secure networks. Be cautious of the information you share on your social profiles such as your email address, date of birth and all other personal information that could be easily traced. Passcode protect: A lot of personal information is stored on devices that are not password protected. That’s emails, apps, messages – a vast amount of information that could be a goldmine for fraudsters if the device is lost or stolen. People should always lock their mobile device, whether it is with a passcode or a gesture, to prevent access to such information, should the worse happen. Check the post: Whilst e-banking is becoming increasingly popular, receiving unexpected, irrelevant mail, could be a warning sign of ID fraud – particularly mail that is outside of the usual purchasing sphere. Shred and destroy any documents that contain sensitive, personal details. And if you move house, make sure you re-direct your post and register to vote at your new address. Be credit wise: Being credit smart and checking your credit report to see if credit has been applied for under false pretenses, you can get a better handle on whether personal information has fallen into the wrong hands. Web monitoring tools are also useful as they scour the web for stolen details – sending people an instant notification if their information appears somewhere new online.

  Experian has been named to Forbes Magazine’s list of the “World’s Most Innovative Companies,” securing a spot in the Top 100 list for the third year in a row. We are proud to put innovation at the forefront of what we do – driving our activations and analytics to serve our customers and secure a better, more productive future. This recognition helps affirm our goal in innovating ways to embrace data to help transform the way businesses operate and how consumers can thrive in today’s society.  We are proud to foster a culture of such innovation, including some recent milestones. These include the introduction of CrossCore, the fraud and identity industry’s first open platform designed to catch fraud faster, and Experian Marketing Services’ Audience Engine, which is enhancing the customer experience and audience management platform that changes the way the advertising industry buys and measures media. Meanwhile our DataLabs continues to achieve recognition for their tremendous work tackling the thorniest problems and finding new ways to glean insights from data. The amount of data is expected to increase up to ten times the current amount by 2020, and Experian looks to innovation to bring answers to the problems such increases can pose. We’re finding new ways to help business across a multitude of industries integrate the latest in data technology into nearly every aspect of their operations. Data is powering everything we do. We’re leveraging data to allow lenders to make responsible decisions involving their customers, helping more consumers gain access to wealth-building tools like mortgages. At Experian, we believe that data will power the future in untold ways. We know that we’ve only scratched the surface of data’s potential. It’s an honor to achieve this recognition, and I am confident that Experian will continue to chart the course for the industry with solutions that power opportunities for more people and businesses through data.    

With only a few more weeks until summertime officially comes to a close, marketers need to quickly begin planning for one of their busiest times of the year. The holidays. New research from Experian Marketing Services pinpoints five strategies that brands should consider incorporating into their holiday campaigns to boost performance. According to the Q2 2016 Email Benchmark Report, marketers need to consider the quality of subscriber data obtained during acquisition, social media, creative content, email personalization and a retention strategy. For a complimentary download of the report, click here. To view the full press release, visit https://www.experianplc.com/media/news/2016/q2-2016-email-benchmark-report/

This feature article from the Harvard Business Review discusses how Experian is as nimble as a start-up. According to the article, most companies try to avoid problems. “Experian actually goes looking for them. In fact, it has set up a specific unit – Experian DataLabs — to actively seek out unresolved problems its customers are having and use them as a launchpad to seek out new opportunities and create new products.”

  The following article originally appeared in the Career Advancement Management Report, Volume 38: Companies are collecting mountains of digital information that they are using to create more effective marketing campaigns, improve manufacturing and order fulfillment departments, develop products, improve quality control and assurance, and otherwise better operate their businesses and serve their customers. This information ranges from in-house data and reports, to customer tweets and blog postings, to customer activity at Web sites. Data scientists assess the information, and then explain to company executives how it can be used to make better business decisions, reach more customers, or provide better services. The Wall Street Journal reports that "top data scientists can command multiple job offers with salaries well into the six figures and sometimes even seven figures." Eric Haller is the Executive Vice President of ExperianDataLabs. Experian helps businesses manage credit risk, prevent fraud, target marketing offers, and automate decision making. It also helps people to check their credit report and credit score and protect against identity theft. In 2015, Experian was named by Forbes as one of the “World’s Most Innovative Companies.” Haller discussed the fast-growing career of data scientist with the editors of the CAM Report. Q. How did the career of data scientist develop? A. The role of the data scientist emerged as a result of the vast amount of data companies are acquiring. The problem: most of this data is jumbled, indistinct information. How, then, can a company use this for its own benefit? It was obvious there needed to be someone companies could rely on to take this data, build connections and correlations, and assemble insights useful for the growth of the company.The result: the rise of data scientists. Q.What makes the career of data scientist such a hot profession? What will aspiring data scientists find fun or interesting about this career? A. Individuals in this profession are innate explorers.They are always reinventing the wheel; coming up with new approaches to old challenges; finding solutions to vexing problems. And they do so by listening to hard data. Couple this with their analytical background and one can see what makes data scientists so attractive to the business world. Data scientists are the wizards making seemingly unattainable ideas and goals a possibility for companies—companies that need risk assessments; companies that strive to better optimize their marketing towards key consumers; companies that could use improvements to their digital consumer user experience. The realm of possibilities is seemingly endless for data science. Take for example these ongoing ventures. At the world-renowned Johns Hopkins Hospital in Baltimore physicians are perfecting cancer treatments using successful plans of past patients. In Kansas City researchers are maximizing the productivity of area lands by studying detailed soil data. And in Indiana the state government is analyzing population data to prioritize funding for the most effective programs, including those that reduce infant mortality rates. Across the nation examples like these abound. The common thread? Big data—or the accumulation of data too large and complex for processing by traditional database management tools. In each instance, data scientists are helping to solve some of our most vexing public, societal, and corporate problems. Every day, from every corner of the world, Experian is working to attract this talent and utilize them to help a host of companies, from financial institutions to healthcare organizations, make strategic decisions towards sustainable growth. No matter the project or task, data scientists are constantly examining problems and discovering solutions that are good for businesses, consumers, and society. Q.What are the key traits of successful data scientists? A. Perhaps the most important skill necessary to succeed as a data scientist is effective communication and advocacy for a position. Data science is a brainy, technical field. While scientists working in the field understand the complexity of the information they study, it is highly unlikely that their client does. Data scientists must therefore be able to think and communicate like business people—to bring the conversation down to a level anyone can understand. It is the only way they are able to successfully deliver and implement their findings. Q.What’s the best way to prepare for this career? A. Take a free online class – Free online courses from top universities or top subject-matter experts are available via sites such as Coursera, Udacity, and edX. Practice – You can download a public dataset from Kaggle,which hosts open data science competitions. (Competitors are given a data analysis problem to solve and there are cash prizes for winners.) Join a LinkedIn group – Join groups associated with data science on topics such as big data, analytics, machine learning, and data management. Get to know working data scientists – Use these groups and educational opportunities to look for opportunities to network with people working in data science, either in person or remotely if you aren’t in the same location. Q.What's the future employment outlook for data scientists? A. The need for data scientists will only continue to grow in the future. A report came out a couple years ago that estimated by 2020 the amount of data globally will grow ten-fold from today. That’s a tremendous amount of data. Raw data. Untapped potential.  This alone puts the importance of data science as a profession into perspective. Data scientists are the pioneers going “where no man has gone before” for the good of our future.

As the veil was lifted off the second annual #SuiteLife Awards, Experian Marketing Services, the recognized leader in data-driven marketing and cloud-based marketing technology, acknowledged several of the world’s premier brands for exceptional marketing campaigns. The second annual #SuiteLife Awards recognized brands that embody the idea of improving the customer experience through data and analytics while driving results for the business. “Consumers should always be at the forefront as brands develop and implement marketing campaigns. Each program should be able to answer the question: How can I add value to my customers and improve their experience?” said Matt Seeley, president, Global Experian Marketing Suite. “We are proud to recognize these brands as #SuiteLife Award winners and to work with them on a daily basis, because they exemplify what it means to create exceptional customer experiences.” Winners were announced during Experian Marketing Services’ 2016 Client Summit in Las Vegas, Nev. During the ceremony, the audience was asked to cast their vote for their favorite campaign. The People’s Choice Award went to American Eagle Outfitters, a leading global specialty retailer. 2016 #SuiteLife Awards winners include: Hilton Worldwide — Best Real-Time Contextual Marketing Campaign Hilton Worldwide developed a distinctive email marketing program that enabled the organization to provide highly personalized email messages to a large number of its HHonors members, while maintaining a reasonable level of effort and management of email resources. Pet Supplies Plus — Best Acquisition Campaign In an effort to increase sales and acquire new customers in underperforming locations, Pet Supplies Plus created a coupon incentive program that helped increase awareness of the brand. Throughout the customer acquisition campaign, Pet Supplies Plus was able to increase store sales by more than 10 percent, and it retained a significant number of customers post-promotional campaign. Finish Line — Best Cross-Channel Campaign Finish Line developed a thoughtful, creative cross-channel marketing campaign that engaged customers across various marketing channels, including ecommerce sites, display advertising, paid search, social channels and email, among others. Leveraging email interaction data from Experian Marketing Services, Finish Line retargeted customers and evolved its interaction through email channels and its mobile app. The campaign helped drive significant traffic, conversion, revenue and brand recognition.  The Bon-Ton Stores Inc. — Best Mobile Campaign As part of the Very Merry Gift Guide campaign, The Bon-Ton Stores Inc. developed an innovative, unique and engaging experience for its most loyal customers. Using Experian Marketing Services, the company developed a mobile strategy that offered customers the opportunity to receive daily SMS/MMS mobile message reminders about its curated and personality-drive holiday gift guides. The mobile campaign exposed a breadth of products and allowed Bon-Ton to provide an added value to customers by helping to find the perfect gift for everyone on their list, through an interactive experience. MAC Cosmetics — Best Creative Campaign MAC Cosmetics created a unique, forward-thinking Halloween email marketing campaign that included animated video. Consistent with its focus on artistry and individuality, the email campaign series featured detailed instructional make-up videos, as well as product recommendations to help customers recreate the videos’ unique looks. Neiman Marcus — Best Innovation Campaign Neiman Marcus was recognized for its in-store technology, the MemoryMirror that bridged the gap between stores and online while simplifying the customer’s shopping experience. The technology enables customers to take a 360-degree video of an outfit, allowing the customer to see the item from all angles. By enabling email and social sharing of the video, Neiman Marcus customers can share the look on social media and through email.  American Eagle Outfitters — Best “Data for Good” Campaign As a socially conscientious brand, American Eagle Outfitters has leveraged its email marketing program to support various social topics. The company’s lingerie and apparel brand, Aerie, created a campaign that shed light on self-acceptance and body-positivity. Since the marketing campaign was initiated, the brand has been recognized as a strong proponent in the social space and giving back to the community. “In order to stay ahead of the competition and adapt in today’s ever changing environment, brands need to provide customers with a meaningful journey and memorable experience,” said Jeffrey Wilks, executive vice president and general Manager, Experian Marketing Suite. “These brands are at the forefront of delivering on that ideology. Through their commitment to innovation and use of data and technology, these brands are able to intelligently interact with their customers and better serve their needs.” More than 1,000 marketers came together for Experian Marketing Services’ 2016 Client Summit, where they were able to network and attend breakout sessions to help them take their marketing campaigns to the next level. Featured speakers included: Ashley Graham, model, body activist and entrepreneur Adam Grant, author of Originals: How Non-Conformists Move the World and Give and Take: Why Helping Others Drives Our Success Barry Schwartz, author of Why We Work and The Paradox of Choice: Why More Is Less Richard Sherman, All-Pro cornerback for the Seattle Seahawks Lisa Leslie, former WNBA center and Olympian Kim Lewis, vice president of omnichannel marketing for Golfsmith Jim Murphy, executive director of marketing technology and operations for Hearst Magazines Sal Tripi, AVP of digital operations and compliance for Publishers Clearing House