Audience IQSM for Television Analytics
Utilize advanced television audience measurement and analytics.
With Audience IQ, Experian offers unprecedented insight into your target television audience, significantly improving the efficiency of your TV advertising buys and driving higher return on your overall advertising investment.
Broad and Actionable Information
Unlike traditional television audience profiles that only utilize broad consumer characteristics and demographics, Audience IQ provides detailed, actionable insight based upon multiple data sources. This includes Experian, third party and a marketer’s own unique data — all combined to create the best consumer insight possible.
While Audience IQ offers the flexibility to work with any data, some of the compelling, standardized Experian data elements available include:
- INSOURCESM — Demographic and interest data elements
- Mosaic® – Geo-demographic lifestyle segments
- Vertical market segments – Likely customers by industry
- Summarized Credit Statistics – Likely consumer credit activity
- Auto Market StatisticsSM – Automobile ownership patterns
- Cooperative transaction databases – Compiled customer lists
- SimmonsSM National Consumer Survey – Consumer behaviors, psychographics, attitudes and opinions
Pre- and Post-Campaign Measurement
With Audience IQ, advertisers can identify and understand their target audience through a variety of techniques, both before and after an advertising campaign is deployed:
- Audience matching
Identify the direct overlap between your subscribers and an advertiser’s target audience. Isolate key demographic variables and then profile audiences at the DMA, zone or ZIP CodeTM level
- Segmentation analysis
Identify the activity and characteristics of each target segment to understand your customers and prospects with precision
- Addressable campaign management
Detailed reporting that drives the intricate tactical planning, setup and execution of addressable TV campaigns
- Campaign response analysis
Assess which advertisements are driving purchases by matching transactional sales data to media exposure
- Attribution analysis
Identify the financial impact of each advertising medium and message by linking
viewing behavior to specific promotions
Using these measurement techniques, marketers can target those audience segments that offer the greatest ROI potential.
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