Customer targeting

A powerful cross-channel consumer classification system helps you to turn your data into powerful customer insights. For instance, Experian’s Mosaic lets you sort, compare and group customers in ways that are relevant to marketing, such as age, interests, life-stage and spending habits. Campaigns then deliver because you understand who your customers are and can communicate with them on their level.

Make your data work harder for you and enrich your customer records with additional insights. Experian’s ExPin, for instance, is ideal for enabling a single customer view by combining multiple financial records in one place, or with Categorisation as a Service (CaaS) group bank and credit card transactions for a view of a customer’s spending habits, uncovering where to increase limits or offer products responsibly, whereas BusinessView can provide comprehensive details about B2B customers, thereby mitigating the risks inherent in commercial agreements.

By understanding your customers, you can retain the best ones and attract similar prospects. This can also help you make informed decisions about branding, product development and market sizing. Experian’s Mosaic demographic segmentation software, for instance, helps you understand the characteristics of your customers so you can communicate with them in the most relevant ways. 

Creating specific target audiences to achieve tactical objectives enables you to improve return on investment for one-to-one, omnichannel marketing. Adding measurable outcomes ensures that marketing activity is focused and effective. 

You can also build segments based on customers’ financial needs and preferences. Experian’s Financial Strategy Segments tool uses a wide range of data, including a 220,000-strong YouGov panel, to help you segment by demographics, lifestyle, social, economic, behavioural, product consumption, service and channel preferences.

Market-leading off-the-shelf products can be massively useful, but some situations call for a bespoke solution that’s tailored to meet your customers’ and business’s needs. A specialist team can help you create a differentiated approach that will set you apart from your competitors. Experian has an in-house team of experts that can help create customised segments that can increase response rates and drive down customer acquirement costs.

Audience management tools let you build and size addressable audiences in just a few clicks. These can be based on data from your CRM as well as imported information from partners or third parties. 

You can target existing customers or search for prospects across the UK using tools like Experian’s ConsumerView and Audience Engine. These products let you create segments based on the entire UK adult population. Alternatively, B2B Prospector with Experian’s BusinessView database gives you access to over 5.6 million UK businesses with names, postal addresses, phone numbers and e-mail addresses. 

Once you’re happy with your target audience, you can seamlessly launch cross-channel, addressable campaigns across TV, online, mobile, email and direct mail. Experian’s Audience Engine has partnerships with over 85 of the country’s largest media providers, for example. 

Closed-loop reporting is another powerful tool that you should look for when choosing audience management tools. This enables you to measure a campaign’s return on ad spend, which helps refine future marketing initiatives.

When searching for audience management tools you should also ensure that all consumer data entrusted to the provider is kept secure and is only used responsibly. All data in Experian’s ConsumerView and BusinessView databases has been collected, compiled and delivered in complete accordance with industry legislation and regulations.

More and more browsers are blocking third-party cookies as users battle to control access to their personal data. This type of cookie stores personally identifiable information, which is then shared between sites without the user’s knowledge or consent. Experian Match lets you find and contact customers without using these intrusive methods.

By using InfoSum’s decentralised technology, Experian’s Match allows you to unlock your preferred audiences across multiple publisher networks. This lets you form a fuller picture of their habits, behaviours and what might attract them to your business.

By only sharing relevant data, Match gives you a modern, smart and secure method of finding prospects online. Experian’s Match aggregates user data from publishers and advertisers in a way that can deliver rich insights to all participants without exposing any personally identifiable information gathered by one organisation to other Match subscribers.

Once gathered, audience data can be analysed and segmented, enabling you to target the most valuable prospects. The most engaged prospects can also be retargeted via connected publishers and supply-side platforms. By working together, everyone is stronger.