Experian Marketing Data Release Notes
Latest updates and release notes for Experian's Enrichment and Marketing Attributes
Below is an overview of the February 2026 Experian Marketing Data release along with the full release notes attached. Use the links below to navigate to any relevant sections and updates in this release.
We are introducing a new financial behavioral segmentation called Psympl Financial Segmentation that groups households into five investor profiles, such as Guided Investors and Performance Investors, helping brands and marketers target investor mindsets with greater precision and personalization.
For example, an investment advisory firm can use the Guided Investors segment to target households with simplified investment guidance and advisor-led solutions, while an online brokerage could use the Performance Investors segment to promote advanced tools, analytics, and performance-driven investment opportunities.
Experian retires data attributes twice per year. These retirements will be visible within our products and products using Experian Marketing Data attributes in the February and August extract releases.
Moving to twice per year allows clients ample notification of retirements and avoids ad hoc changes that may cause clients and products to consume changes in multiple successive months. These two months attempt to avoid the end/beginning of year, holiday times, summer vacation season, as well as the common fall/winter code freezes that many organizations experience.
Experian will strive to provide 1-year prior notice where possible for these retirements. The notification timeline and twice per year retirement create a regular expected cadence for clients.
In alignment with this process, the next planned retirement is happening this month, February 2026 and the fields currently scheduled for retirement are listed in this document below. New retirements of fields along with the retirement date will be communicated through future release notes.
NOTE: Exceptions to this planning will be made due to contractual, legal, or compliance reasons. These timeframes are outside of our control but should be minimal. To support our clients as long as possible, ethnic data referenced in this release is not a retired field but will not be available in certain states as the regulation becomes effective.
If a recommended replacement attribute is available, it is noted in the release notes. In some cases, this replacement is a very similar replacement, while in others it serves as a proxy. If no recommended replacement is listed, please work with your Experian representative to determine a transition plan.
The following details the February 2026 retirements. If a recommended replacement exists for a retiring attribute, it will be noted in the release notes. If no replacement is listed, your Experian team can help determine the best transition path as needed.
One DOB attribute is being retired to strengthen privacy protections by removing day of birth. All other age and DOB attributes remain available.
30 auto model attributes tied to discontinued vehicles are being retired as part of ongoing data accuracy improvements.
68 CAPE attributes are retiring as we streamline and update underlying data.
Over 100 child age ranges, exact age and gender attributes are being retired to align with evolving ethical and regulatory standards.
48 legacy expenditure attributes are retiring, replaced by improved household expenditure indicators powered by updated data sources.
13 outdated lifestyle attributes are being retired as part of ongoing data set hygiene.
44 legacy SDOH attributes are retiring following the release of new, improved model versions based on updated methodologies and data inputs.
The 63 remaining Household Expenditure behavioral models are being retired, with newer models already available.
The next retirement cycles will occur in August 2026 and February 2027. The attributes for both upcoming cycles are included in the full release notes.
Please note that if any retiring attributes are used within an active data flow, those flows will be impacted. If you are currently using any retiring attributes, separate communications will be sent directly. If you have any questions, please contact your Experian team.
For full details, including a comprehensive list of planned retirements and additional information about each of these updates, please refer to our release notes.