Introduction

The Experian Outcomes product provides marketers with a tool to measure campaign performance for digital and addressable television campaigns.

This document will take you through the details on how to utilize the Outcomes product, from the setup (i.e. sending data to Experian) to receiving final reports. 

 

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Experian points of contact

  • Main project point of contact: Experian Project Managers (PM) will be your main point of contact during the Outcomes project as they will help facilitate the data transfers and answer any questions you have.

  • Interest in other Experian products or services: Experian Account Executives / Relationship Managers can work with your team and you, if you are interested in using any other Experian products or services.

Experian Outcomes process

  1. When the contract for Outcomes is signed, an Experian Project Manager (PM) will introduce themselves and be your main point of contact during the project.

  2. Work with your Experian PM to determine data delivery location and enable transfers.

  3. Format your data input files based on the guidelines in this article below.

  4. Transfer the data input file to the delivery location and email your assigned PM with the below information: 

    - For the email subject line, include your business name and the project name

    - In the body of the email, include the data input file name and quantity of records in the file

    - If using Experian Secure Transport, attach the ST file transfer email notification that you received to this email as well

  5. Experian will perform measurement as detailed in the contract.

  6. If measurement KPIs fall outside our expected thresholds, your PM will provide initial results for your review before moving forward.

  7. Experian will deliver the final reports location (URL) you in the Outcomes dashboard.

Standard delivery locations & cadence

These are the standard delivery locations that we support for you to send and receive Experian data inputs.

  • Experian Secure Transport (aka Client SFTP, STS)  
  • Amazon (AWS) S3  
  • Google Cloud Platform (GCP)   

These are the standard delivery cadences that we support for you to send Experian data inputs for resolution.

  • One-time
  • Monthly 
  • Quarterly
  • Annually

Data inputs

Experian supports receiving the offline and digital data listed below, from you to facilitate your Outcomes measurement.   
 
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Standard data input file details

  • U.S. records only  
  • Delimiter = Pipe (|)  

Audience Inputs

Targeted Audience

It is important that the Target and Control targeting files provided below are mutually exclusive. 

Delivery standards

The customer Operator ID and TGT_CTL are required fields and the bare minimum to proceed. Data fields should be formatted based on the standards below. 

Field name Field description
DTV_ID Operator ID 
CAMP_NAME Name of Campaign 
TGT_CTL Target, Control, Random, Benchmark 
control_break Field to break out reports by (ex.  Segment) 
TGT_STATE State 
LUID Living Unit ID 
Zip_Code Zip Code 
RPD Return Path Data Flag (Y, N, blank) 
Target_Segment Field to break out reports by (Target Segment) 
Campaign_Group Field to break out reports by (Campaign Group) 

* Can include additional fields sent to Experian from Operator

Impressions

Delivery standards

Again, the customer Operator ID and Timestamp are required fields and the bare minimum to proceed. Data fields should be formatted based on the standards below.

Field Name Field Description
DTV_ID Operator ID
AD_PLAY_UTC_TMSTMP Timestamp of playing of ad YYYY-MM-DD 00:00:00
NETWORK_ID Network name
VW_NUM_SEC Length of ad in seconds (rarely used)
TIME_ZONE_CODE Time Zone Offset (subtract to get to local time) (IF AVAILABLE)
BRDCST_UTC_TMSTMP Timestamp of broadcast of ad
NORMAL_VW_NUM_SEC Length of ad in seconds (rarely used)
TRICK_VW_NUM_SEC Length of ad in seconds (rarely used)

*Can include additional fields sent to Experian from Operator

Measured Outcome Inputs

Retail / Transactional First-party

Delivery standards

The customer PII and Response Dates are required fields and the bare minimum to proceed. Data fields should be formatted based on the standards below. 

Field name  Field description   Length
First Name First Name 20
Last Name Last Name 20 
Address 1 Address 1 30
Address 2 Address 2 30 
City City 20
State State 2 
Zip Code Zipcode 5
UNIQUE_SEQNUM Unique Sequence Number  Experian Internal 
MC_Address Matchcode - Address Experian Internal
MC_Household Matchcode - Household Experian Internal 
MC_Individual Matchcode - Individual Experian Internal
MC_UnitApt Matchcode - Unit Apartment Experian Internal  
Transaction_Group Field to break out reports by (ex.  Response channel)  
Response_Date Response Date  (YYYY-MM-DD) 10 
Total_Dollars Dollars (0.00)  
control_break Field to break out reports by (ex.  Response channel)   
LUID Living Unit ID (not required but can be included for matching) Experian Internal
EMAIL EMAIL (not required but can be included for matching)   

* Can include additional fields sent to Experian from Transaction source

Website Visitation Pixel

Delivery standards

Data fields should be formatted based on the standards below. Provided by the Experian Platform Solutions team. 

Field Name Field Description
LUID Living Unit ID
CONTRACT_NAME Pixel Contract Name 
ADVERTISER_NAME Advertiser Name 
KEY_VALUE Pixel Key Value 
TS Timestamp (Epoch time) 0000000000000 
TS_ET Timestamp (Eastern time) YYYY-MM-DD 00:00:00.0000000 
USER_ID Tapad User ID 
CONTRACT_ID Pixel Contract Name 
IP IP Address 

Mobile Location Data

Delivery Standards

Data fields should be formatted based on the standards below. Provided by internal Experian MLD Team.

Field Name Field Description
Brand Brand of visit
Local_Date Date of Visit (YYYY-MM-DD)
Local_Time Time of Visit (00:00:00)
DMA DMA
LUID Living Unit ID

*Can include additional MLD fields

Automotive

Delivery standards

This is the file layout provided from Internal Experian Automotive. Data fields should be formatted based on the standards below. The input file is created internally based on the Targeted Audience File. 

Field Name Position Length Description 
FIRST_NAME 1 20 Blank 
LAST_NAME 21 20 Blank 
PREFIX 41 10 Blank 
SUFFIX 51 10 Blank 
BUSINESS_NAME 61 40 Blank 
BUSINESS_TITLE 101 30 Blank 
SECONDARY_ADDRESS 131 30 Blank 
PRIMARY_ADDRESS 161 30 Blank 
CITY 191 20 Blank 
STATE 211 2 Aggregation Process 
ZIP 213 5 Aggregation Process 
ZIP4 218 4 Blank 
CARRIER_ROUTE 222 4 Blank 
DELIVERY_POINT_BC 226 3 Blank 
DSF2_VERIFIED 229 1 Blank 
SUBLIST1 230 1 Blank 
LIST_NBR 231 4 Blank 
CLIENT_ID 235 40 Return for all records  
ADD_FLAG 275 2 Aggregation Process 
SEGMENT_FLAG 277 1   
TARGET_FLAG 278 1 Aggregation Process  
CONTROL_FLAG 279 1  
NON_CONTROL_FLAG 280 1   
EXP_AUTO_SEQ_NO 281 10   
MAKE 291 25  
MODEL 316 35   
MODEL_YEAR 351 4   
PURCHASE_DATE 355 10   
BNBU 365 1 N=New, U=Used, C=Certified Pre Owned 
AUTO_NEWS_VEHICLE_CLASS 366 35   
TRIM 401 100  
FILLER 1 501 100   
SEGMENT FIELD 01 601 10 Aggregation Process 
SEGMENT FIELD 02 611 10 Aggregation Process 
SEGMENT FIELD 03 621 10 Aggregation Process 
SEGMENT FIELD 04 631 10 Aggregation Process 
SEGMENT FIELD 05 641 10 Aggregation Process 
SEGMENT FIELD 06 651 10 Aggregation Process 
SEGMENT FIELD 07 661 10 Aggregation Process 
SEGMENT FIELD 08 671 10 Aggregation Process 
SEGMENT FIELD 09 681 10 Aggregation Process 
SEGMENT FIELD 10 691 10 Aggregation Process 
SEGMENT FIELD 11 701 10 Aggregation Process 
SEGMENT FIELD 12 711 10 Aggregation Process 
SEGMENT FIELD 13 721 10 Aggregation Process 
SEGMENT FIELD 14 731 10 Aggregation Process 
SEGMENT FIELD 15 741 10 Aggregation Process 
SEGMENT FIELD 16 751 10 Aggregation Process 
SEGMENT FIELD 17 761 10 Aggregation Process 
SEGMENT FIELD 18 771 10 Aggregation Process 
SEGMENT FIELD 19 781 10 Aggregation Process 
SEGMENT FIELD 20 791 10 Aggregation Process 
SEGMENT FIELD 21 801 10 Aggregation Process 
SEGMENT FIELD 22 811 10 Aggregation Process 
SEGMENT FIELD 23 821 10 Aggregation Process 
SEGMENT FIELD 24 831 10 Aggregation Process 
SEGMENT FIELD 25 841 10 Aggregation Process 
SEGMENT FIELD 26 851 10 Aggregation Process 
SEGMENT FIELD 27 861 10 Aggregation Process 
SEGMENT FIELD 28 871 10 Aggregation Process
SEGMENT FIELD 29 881 10 Aggregation Process 
SEGMENT FIELD 30 891 10 Aggregation Process 
SEGMENT FIELD 31 901 10 Aggregation Process 
SEGMENT FIELD 32 911 10 Aggregation Process 
Sell Dealer Name 921 100 optional   
Sell Dealer Street Address 1021 100 optional   
Sell Dealer City 1121 38 optional   
Sell Dealer State 1159 2 optional   
Sell Dealer Zip+4 1161 9 optional   
Sell Dealer Match 1170 1 Y/N/Blank 
FILLER2 1170 180  

Financial Services

Delivery standards

These are the file layouts provided from Internal Experian Credit. Data fields should be formatted based on the standards below. The input file is created internally based on the Targeted Audience file.

Trade File

FIELD NAME POSITION LENGTH
RECORD_NB 1 10
SUBSCRIBER_NM 11 24
ACCT_TYPE_CD 35 2
KOB_CD 37 2
TERMS 39 3
ACCT_BALANCE_AM 42 10
CITY_NAME 52 32
STATE_CD 84 2
ZIP_CD 86 5
ACCT_OPEN_YYYYMMDD 91 10

Inquiry File

FIELD NAME POSITION LENGTH
RECORD_NB 1  10
SUBSCRIBER_NM 11 24
ACCT_TYPE_CD 35  2
KOB_CD 37 2
TERMS 39 3
INQ_DOLLAR_AM 42 10
CITY_NAME 52  32
STATE_CD 84 2
ZIP_CD 86  5
INQ_REPORTED_YYYYMMDD 91 10

Pre-Screen Offer File

FIELD NAME POSITION  LENGTH FORMAT 
Sequence Number 1  10 Character 
First Name 11 22 Character 
Middle Name 33  32 Character 
Last Name 65  32 Character 
Address1 97  32 Character 
Address2 129  32 Character 
City 161  23 Character 
State 184  2 Character 
Zip 186  5 Character 
SSN 191  9 Character 
DOB 200  8 YYYYMMDD 
Start Date 208  10 YYYYMMDD 
End Date 218  10 YYYYMMDD 
CIS PersonID 228  11 Character 

Data Outputs

Standard outputs for Outcomes

Measurement Output Reports

Experian will deliver the Outcomes reports via the dashboard URL.

Listing of Standard Core (Retail / CPG) Reports:

 

  • Campaign Summary
  • Campaign Reach 
  • Impressions Frequency Analysis
  • Demographics - Treated Action HH Rate – Age and Gender only
  • Mosaic Analysis – Top 5 Mosaics only

 

Listing of Advanced Core (Retail / CPG) Reports

  • Campaign Summary
  • Campaign Reach 
  • Impressions Frequency Analysis
  • Demographics - Treated Action HH Rate 
  • Mosaic Analysis - All
  • Tabular Overview Summary
  • Timeline: Action HH Rate
  • Timeline: Campaign Windows 
  • Timeline: Impression Day and Time
  • Impression Frequency with Action HH Rate 
  • Impressions by Days Since Campaign Start
  • Demographic - Incremental Action HH Rate 
  • Geographic Analysis
  • Profile: Attributed Audience
  • Profile: Target Audience

Listing of Standard Auto Reports

  • Campaign Summary
  •  Incremental Lift Performance
  •  Make Summary Dashboard – Only client make
  •  Mosaic Group by Incremental Buy Rate – Top 5
  •  Days to Purchase (Ranged) 
  •  Impression Frequency by Make - Only client make
  •  Mosaic Group Glossary
  •  Outcomes Glossary of Terms Sheet 

Listing of Advanced Auto Reports

  • Campaign Summary
  •  Incremental Lift Performance
  •  Make Summary Dashboard
  •  Mosaic Group by Incr Buy Rate
  •  Days to Purchase (Ranged)
  •  Impression Frequency by Make
  •  Vehicle Make - Incremental Buy Rate
  •  Competitive Make Details
  •  Est Household Income by Incr Buy Rate
  •  Impression Frequency by Make and Model
  •  Geographic Vehicle Sales
  •  RAW Segmented - Buy Rate by Impression Frequency
  •  RAW Segmented - Audience by Impression Frequency
  •  Days to Purchase - By Selected Vehicle Make
  •  Days to Purchase - By Selected Vehicle Make and Model
  •  Sales by Campaign Date - By Selected Vehicle Make
  •  Sales by Campaign Date - By Selected Vehicle Model
  •  Selected Make & Class & Model
  •  Selected Make & Model
  •  ALL Make Details
  •  Mosaic Group Glossary
  •  Outcomes Glossary of Terms Sheet

Listing of Standard Finance Reports

 

  • Campaign Performance Overview
  • Analysis Lift Details
  • Campaign Reach
  • Impression Frequency Analysis
  • Demographic Analysis by Incremental Trade Lift – Age and Gender Only
  • Outcomes Glossary

 

Listing of Advanced Finance Reports

  • Campaign Performance Overview
  • Analysis Lift Details 
  • Campaign Reach
  • Impression Frequency Analysis 
  • Demographic Analysis by Incremental Trade Lift
  • Subscriber vs. Competitor Analysis 
  • Timeline: Trade Rate
  • Timeline: Campaign Windows 
  • Trades Over Time
  • Outcomes Glossary