Experian is excited to announce a solution tailored for retail media networks (RMNs). This offering enhances RMNs’ strength in first-party shopper data by using Experian’s #1 ranked identity and audience services. Experian’s solution helps RMNs unlock expanded customer insights, enriched audiences for activation, identity resolution for cross-channel audience targeting, and real-time measurement and attribution. This comprehensive solution is designed to help RMNs capture more advertising revenue.
Helping RMNs maximize revenue with audience and identity solutions
As traditional brands continue to harness their rich first-party data, retail media has exploded as a new category for marketers to reach high-value audiences. Understanding the challenges RMNs face – such as expanded audience insights, cross-platform reach, and programmatic addressability – Experian’s solution transforms these challenges into lucrative opportunities. By partnering with Experian, RMNs will learn more about their customers, reach their customers beyond their owned and operated platforms, and show return on ad spend (ROAS) as customers move from ad exposure through to purchase.
Solutions to drive growth
As retail media continues to evolve with new players entering the space and existing players strengthening their positions, success depends on having a comprehensive understanding of your customers and effectively monetizing that knowledge. Experian’s solution – from identity and audience foundations to scaling inventory – offers several benefits to help RMNs grow their revenue:
- Identity resolution: While every RMN has a unique set of authenticated first-party data captured offline (e.g. personally identifiable information) or online, it only provides the RMN with a handshake tied to a subset of that customer or household’s addressable identity footprint. By partnering with Experian, RMNs will better understand their customers across the offline and digital worlds by utilizing the Experian Graph and our connection to 126 million households, 250 million individuals, and 3.8 billion digital IDs.
- Expanded insights: In addition to ensuring your data is clean and accurate, we can build detailed customer profile reports that help RMNs understand their customers beyond category buyers or purchase history. With actionable insights at your fingertips to enrich your customer profile, you can help advertisers precisely reach both your high-value customers and build accurate look-a-like audiences across both offline and digital channels.
- Create audiences: Enrich your first-party data with Experian Marketing Data – or our expanded network of Partner Audiences – to build custom segments for your advertisers to target. With over 5,000 marketing attributes, RMNs can offer advertisers the ability to go beyond category buyers and fill in any gaps on your customers, such as demographics, media preferences, and behavioral attributes.
- Maximize reach and distribution: Experian’s recent Third-Party Onboarding release empowers RMNs to easily move their audiences from their owned and operated platforms and into programmatic, TV, and social channels. This helps unlock the monetization of their audiences through Experian’s network of over 20 platforms, including The Trade Desk, Magnite, and others. With our self-service platform, native integrations, simple pricing, and best-in-class customer service, it is an “easy button” to extend the reach of your audiences and drive more revenue.
- Demonstrate success: Prove your network’s value with third-party measurement validation that you can promote to advertisers to drive increased spending. Experian’s Activity Feed solution helps you measure performance – and understand how ads impact shopping behavior – by providing you with data to connect ad exposures in one environment (e.g., web or connected TV) to an action in another (e.g., digital or in-store purchase).
Case study: How Experian enhanced addressability for a leading RMN
One of the leading retail media networks has been working with Experian since 2021 to help understand their customers, organize and expand their rich first-party shopper data, and activate across the digital ecosystem. Ahead of recent changes in digital addressability and privacy, Experian helped this RMN not be overly reliant on third-party cookies and anchored its first-party shopper data to more stable digital IDs like mobile ad IDs (MAIDs), hashed emails (HEMs), CTV IDs, and Unified I.D. 2.0 (UID2).
The results show that the addressability of their first-party shopper data increased by almost 300% across their owned and operated platforms and programmatic activation channels. The byproduct of expanded addressability is the persistence in reach and measurement of their audiences throughout the entire consumer journey.
“Accurate data is the backbone of effective retail media strategies, and Experian’s top-tier data solutions are critical for precise targeting and audience delivery. Experian’s advanced capabilities in data onboarding, customer audiences, and robust identity graphs allow advertisers to seamlessly reach the right audiences.”
Art Sebastian, CEO, NexChapter Inc.
The Experian edge
Experian powers data-driven advertising through connectivity. Here’s what sets us apart and ensures that your RMN is set up to win in this highly competitive and complex space:
- Persistent identity: We can help you find and reach your customers across the digital and offline world. Our deep understanding of people in the offline and digital worlds provides you with a persistent linkage of PII data and digital identifiers, ensuring you rich insights, accurate targeting across devices, improved addressability and measurable advertising.
- High-quality data: Better understand your customer’s behavioral and demographic attributes with our #1 ranked data covering 126 million households, 250 million individuals, and 3.8 billion digital IDs. We will make sure your data is clean, accurate, and can be used how you want.
- Superior connectivity: We bring data and identity to life in a way that meets your needs by securely sharing data between partners, utilizing our integrations across the ecosystem, and using our marketing data flexibly. Compared to the competition, Experian’s Third-Party Onboarding capabilities offer data providers a 50% increase in programmatic addressability and a 73% increase in CTV addressability.
Partner with Experian to achieve retail media success
Experian’s comprehensive data and identity solutions can help RMNs maximize their opportunity. Our goal is to ensure you capture the most advertising dollars and make your RMN operate at its peak performance.
Connect with a member of our team to learn how we can support your journey toward RMN success.
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With the long-term effects to the economy unknown, many consumers are feeling the financial impact, while others are looking for opportunities, resulting in a transformational shift in spending. Some brands are experiencing decreased or paused marketing budgets, and you may be trepidatious about making the right decisions in your efforts to grow share of wallet. Recent events have been an impetus for change and we’re seeing brands make modifications to traditional marketing strategies. Some are developing innovative technologies and utilizing new sources of data and analytics. As we look at how these changes impact marketing results, we see the gap grow between those brands who are equipped to pivot and implement new strategies quickly, versus those who are not. So what steps can your organization implement now to make the smartest choices for both your customers and your business to secure more share of wallet? Here are four ideas to accelerate the success of your next financial marketing campaign: 1. Meet your customers wherever they are: Digital-first strategies have never been more relevant than they are right now. While consumers have fully embraced online engagement, marketers are even more focused on reaching high-value segments in the channels they utilize. By using an informed, data-driven strategy that includes preferred marketing communication channels and decision-making styles, engagement increases across those channels your target audience frequents the most. For example, are they heavy social media users? Do they prefer streaming TV? Or do they tend to rely on financial advice vs. performing their own research? To drive take rates, your audience must be exposed to a tailored message, in the right channel, and possibly multiple times. 2. Use messaging that resonates: As consumers refocus priorities, their expectations of brands with whom they do business are ever-increasing. Reflecting an understanding of the current needs and interests of your customers and prospects is an undertone that can only help strengthen their view of your brand. Consumer behavior has changed and is unlikely to revert to what was, so you want to be relevant, but you also do not want to be seen as ‘tone deaf’. As a result, consider revising your segmentation strategy to leverage predictive insights, such as household economic indicators, financial behaviors, lifestyle propensities and interests to help shape your message into one that truly makes an impact. 3. Prove the worth of your campaign: New consumer journeys are being formulated and showing ROI is imperative as your marketing budget is scrutinized. Having the right industry-relevant metrics and reports to analyze and share with leadership are key. Demonstrate that your campaigns are contributing to bottom-line success—and justify future campaigns—by using data-driven measurement insights collected across multiple reads and countless touchpoints. Marketing budgets are being scrutinized now more than ever, so showing ROI is critical. Having the right metrics and reports to analyze and share with leadership are key. 4. Follow government regulations—leverage Fair Lending-friendly audiences: Whether you’re cross-selling or prospecting, now is the time to identify the right audiences with rich data insights to not only execute impactful campaigns but adhere to government regulations that protect consumers and your organization. Trusting that the data you are activating follows Fair Lending Laws, including the Equal Credit Opportunity Act (“ECOA”) and the Fair Housing Act (“FHA”) is crucial. The Federal ECOA prohibits creditors from discriminating against credit applicants on the basis of several prohibited factors. Developing people-based segments that are not derived using these factors positions you to follow these regulations. Check out our previous blog post about Fair Lending-friendly audiences here. As you transition to new operating models, access to current and accurate consumer data can provide confidence in campaign potential, help you avoid business risk, enable you to respond to market changes and make better decisions. Experian can help you implement these strategies and put your brand unique position for growth. From start to finish, we provide the marketing solutions you need to plan, build and execute successful, Fair Lending-friendly campaigns to cross-sell to existing customers and acquire new customers. Learn more about Experian’s financial services marketing solutions here. *Experian Fair Lending-friendly audiences do not constitute legal advice or otherwise assure compliance with the FHA, ECOA, or any other applicable laws. It’s recommended to seek legal advice with respect to the use of data in connection with lending decisions or application and compliance with applicable laws.
There’s no question that COVID-19 has changed the shopping landscape forever. While the initial onset of quarantines and lockdowns negatively impacted brick and mortar retailers, online shopping soared to levels higher than 2019’s Black Friday/Cyber Monday extravaganza, accounting for $153 billion in spending over April and May1. Many consumers will continue to shop online for the foreseeable future for various reasons, which means marketers must have a greater focus on providing a positive online customer experience. Despite MSN Money’s claim that COVID may have made holiday shopping extinct2—in part because retailers such as Walmart, Target, Best Buy and more are keeping their doors closed on Thanksgiving—it turns out that’s not the case. According to polls taken by Chain Store Age, the pandemic hasn’t impacted consumers’ holiday spending plans, but it has affected how they intend to shop. This sentiment is echoed by Radial, who shared that 60% of consumers plan to shop less in-store this season. Even so, Salesforce noted that respondents to their poll found that consumers value safety and health above all else in their in-store shopping experiences, with 60% stating that social distancing measures were important to them3. So how can you navigate this new shopping normal and make the most of the 2020 holiday season? 1. Leverage data to strengthen communicationsData has always been an important component to a successful marketing plan, but it’s even more important now that shoppers are scattered across multiple devices and shifting their preference from offline to online—or a hybrid of the two. Connecting consumer identities across devices and channels means you can reach customers more effectively, promoting events, items and experiences that are most relevant to them on the channels they frequent most. You can also leverage mobile location data to understand consumer traffic patterns, including understanding which competitors they may visit. Not only will this help you to anticipate their behaviors, but you’ll learn more about their habits and preferences, which in turn helps you to craft messaging that speaks directly to their needs—and encourages their loyalty. 2. Be transparent in your messagingBrick and mortar holiday shopping isn’t totally out of the question this year, it’s just going to look a little different. If you’re still offering customers an offline experience, be open and honest with them about what they can expect. Use your outreach to share information about how you’re protecting employees, sanitizing the store, and making for a safer in-store experience so your customers feel comfortable walking through your doors. (The NRF has excellent resources to help you navigate this as required by state guidelines.)Also, let them know if there are any changes to shopping policies, such as wearing masks, contactless payment, the number of people allowed in the store at one time, return windows and more. The more transparent you can be in your messaging, the more comfortable customers will feel in keeping you in mind for their holiday shopping plans. And if your online business is booming, make sure you communicate any changes in fulfillment or shipping due to safety measures or delivery delays. This will be important messaging to those who may not be traveling to see family this year and are shopping online to have gifts shipped to their loved ones. 3. Offer positive new experiences and perksWhether you’re online or offline or both, customers will feel encouraged to shop when you offer them a little something extra to help make their shopping experience more enjoyable. Curbside pick-up has become an important aspect of this new normal in retail, so make sure you share with your customer whether that option is available to them. If “try before you buy” isn’t available like it may have been in the past, see what you can do to offer a similar experience—for example, many fashion retailers are offering virtual styling services that allow customers to connect with an expert for further insight on fits and cuts that may work for them (or the friends and family they’re shopping for). Some home furnishing retailers provide the ability to “visualize” an accessory or piece of furniture in your home.Free gift-wrapping services are always appreciated, as are in-store experiences for shoppers with kids (but they must be socially distant, of course). Be creative and use data to help inform your decisions so you can create perks and experiences that will really connect with your customer. Even with new challenges, retailers have the opportunity to offer a positive shopping experience through the holiday season and beyond, whether online or offline. And given the stressors of the season, it’s likely consumers will be shopping for themselves as much as they’re shopping for friends and family. As Business Insider put it, “…retailers will need to be more targeted and creative in their approach to Black Friday to get customers to spend,” and having the right data will be key. Download our new Holiday Marketing eBook for trends, tips and tricks to help you plan and execute powerful holiday marketing campaigns. 1https://theblog.adobe.com/online-shopping-during-covid-19-exceeds-2019-holiday-season-levels/ 2https://www.msn.com/en-us/money/companies/covid-19-may-have-made-thanksgiving-day-holiday-shopping-extinct/ar-BB17fmtm 3https://www.zdnet.com/article/covid-19-has-permanently-changed-shopping-behavior/
Cross-device matching and pixel-based foot traffic attribution reporting empower digital marketers with greater control of location-based campaigns.RALEIGH, N.C. (PRWEB) AUGUST 04, 2020 Tapad, part of Experian a global leader in digital identity resolution, and Reveal Mobile, a leader in location-based marketing, today announced a collaboration that combines Tapad's digital cross-device matching technology and pixel-based attribution features with Reveal Mobile’s VISIT Local, the software that hundreds of digital agencies and brands use for location-based analytics. The partnership is designed to drive improved performance by optimizing ad targeting and messaging for location-based campaigns. Powered by Tapad’s privacy-safe cross device matching, marketers using VISIT Local to power location-based campaigns can enhance how they reach shoppers. When one member of a household shops for groceries, clothes, household goods or any other consumer item, a conversation between multiple members of the household typically takes place beforehand. With cross device matching, marketers can reach everyone who has influence over what to buy and where to buy it. VISIT Local users can expand location-based services with a single click to include devices that share the same household, including targeting across multiple devices owned by the same user, allowing advertisers to maximize messaging and increase their share of wallet among consumers. “VISIT Local has always given our customers access to high-intent location-based audiences. With the addition of cross device matching from Tapad, advertisers can boost audience sizes up to 300 percent while maintaining full confidence in quality and relevance,” says Brian Handly, CEO of Reveal Mobile. “VISIT Local users can now apply multiple criteria and attributes to a single location-based audience, giving them the advanced control and transparency they need.” As reliable attribution becomes increasingly complex for marketers and ad buyers who need to prove value, the addition of Tapad’s pixel-based foot traffic attribution to VISIT Local enables the measurement of actual campaign effectiveness by tying ad views to in-store foot traffic. This new feature, which will be available in VISIT Local this fall, lets Reveal Mobile customers understand who visited a retail location as a result of being served an ad, providing a more accurate view into return on ad spend during and after advertising campaigns. “Tapad’s goal is to empower marketers with digital advertising efficiencies at scale across devices,” says Mark Connon, COO of Tapad. “With cross device matching and pixel-based foot traffic attribution, marketers using VISIT Local can better address the consumer’s preferences and habits, and deliver them consistently actionable information on user behavior. These capabilities advance location-based advertising in ways marketers need and want.” In addition to these new features, VISIT Local’s location-based audience builder now enables marketers to create custom audiences made up of people who have visited different places on different dates. This gives VISIT Local users the ability to segment and create the most highly targeted audiences possible. For example, a marketer who wants to advertise for a chain of restaurants can easily target visitors of different competitors in different cities. Or a marketer who wants to advertise vacation destinations can target people who have been to various resorts at different times of year. Or a marketer who wants to advertise the release of new music can target people who have been to concert venues in different cities on different dates. “Many of our customers need to create highly custom audiences so they can run experiments, test messaging, and run increasingly competitive campaigns,” says Handly. “Everyone who uses VISIT Local can now apply multiple criteria and attributes to a single location-based audience, giving them the advanced control and transparency they need.”To learn more about Tapad’s digital identity resolution products, visit our identity solution page. To learn more about Reveal Mobile’s location-based marketing offerings, visit http://www.revealmobile.com. About TapadTapad, Inc. is a global leader in digital identity resolution. The Tapad Graph, and its related solutions, provide a transparent, privacy-safe approach connecting brands to consumers through their devices globally. Our one-of-a-kind Graph Select offering enables marketers the flexibility and freedom of choice to correlate devices to varied objectives, driving campaign effectiveness and business results. Tapad is recognized across the industry for its product innovation, workplace culture and talent, and has earned numerous awards including One World Identity's 2019 Top 100 Influencers in Identity Award. Headquartered in New York, Tapad also has offices in Chicago, London, Oslo, Singapore and Tokyo. About Reveal MobileReveal Mobile is a leader in location-based marketing, analytics, audiences, and attribution. Creator of VISIT Local, VISIT Match and VISIT Data, the company’s products help digital agencies, brands and retailers of any size leverage location data to understand and reach the right audiences. Reveal Mobile is CCPA compliant and a member of the Network Advertising Initiative, which conducts an annual privacy certification. The company is based in Raleigh, NC. For more information, visit https://revealmobile.com. Contact us today