Today, Experian is excited to introduce our Offline Graph as a standalone product that clients can license, marking a significant step in our commitment to powering data-driven advertising through connectivity. Offline Graph empowers advertisers and advertising technology companies to build and refine consumer profiles, contributing to data connectivity, more offline audience reach, and improved offline measurement accuracy.
As a result of consumers engaging with content across more channels, there are more disparate data points than ever before. When you couple that with ongoing signal loss, the need for a unified identity solution has never been greater.
Experian’s Offline Graph offers companies a license of stable offline data points, like name, address, phone number, email, geographic information, date of birth, and additional attributes that provide a complete view of household and individual identities. The Offline Graph integrates known offline identity information from reliable deterministic sources like property ownership records, public records, and marketing data to provide access to all United States consumers and households.
How customers can use the Offline Graph
- A big box retailer fills in the blanks of their existing customer data and builds a database of prospects.
- A media platform more effectively onboards advertisers’ segments, enabling advertisers to reach more of their customers.
- A retail brand better understands their customer’s demographic and behavioral make-up, by licensing Offline Graph with Marketing Attributes.
- A connected TV (CTV) manufacturer increases audience reach and accurately quantifies the campaign impact for their advertising partners.
Experian’s Offline Graph is already driving value across industries. Here’s some in-depth client success stories:
Fusion92 licenses Offline Graph to help their clients transform their marketing
Fusion92 is a marketing partner that fuels business transformation in today’s digital economy and delivers exponential returns for brands.
Fusion92 licenses Experian’s Offline Graph to power their strategy: from research and discovery to audience creation, activation, and measurement. With access to our Offline Graph, Fusion92 ensures their clients get the insights, targeting, reach, and measurement they need to achieve their business goals.
“At Fusion92, we are always pushing the envelope to develop solutions that lead to success for our clients. Our desire to innovate pushed us to find an industry-leading partner in data and identity. This led to us licensing Experian’s Offline Graph product, which we use to build more complete audience profiles for our clients. In doing so, we help brands target, activate, and measure their marketing campaigns more effectively, leading to superior results.”
dave nugent, executive vice president of data and analytics, fusion92
Using Offline Graph to deliver relevant messaging to multiple audience cohorts
A leading direct-to-consumer (DTC) company with strong customer relationships built a robust first-party data set, enabling effective customer retention. To attract new customers, they partnered with Experian to access offline identity data from Experian’s Offline Graph. The Offline Graph provides them with the data needed to validate their first-party data and with the keys to unlock new customers.
With this data, the DTC company delivered the right message to both sets of consumers: existing customers and new prospects. By integrating Experian’s Offline Graph they broadened their reach, personalized their messaging, and improved their marketing.
What sets Experian’s Offline Graph apart from the competition
- Stability of data: With data from deterministic sources, our Offline Graph ensures that your view of consumers – and your ability to connect with them – is stable over time.
- Connected digital and offline data: Seamlessly connect offline data with digital identifiers through our Digital Graph, enabling a holistic approach to marketing, while ensuring consumer privacy is prioritized.
- Tailor made for your use cases: Build the Offline Graph to fit your specific needs, selecting the exact offline identity information required for your campaigns.
- Expanded consumer insights: Connect more data points to enrich your understanding of consumer demographics and behavior, using Experian’s Marketing Attributes and Audiences data.
Offline Graph: Your gateway to consumer connectivity
As signals fade, there is a large emphasis on procuring and having accurate consumer data. Experian’s Offline Graph delivers the connectivity and insights necessary to stay ahead. Whether you aim to strengthen your existing data or access entirely new data sets, Experian’s Offline Graph offers a solution tailored to your needs. Transform your data strategy with Experian’s Offline Graph — your gateway to a unified consumer identity solution.
Latest posts
Usually a new year means looking ahead – it’s a fresh start where marketers look forward to making the most of their business resolutions for the new year. This post is anything but that – we’re asking marketers – specifically retailers – to take a look back at the Holiday selling season because there are a few steps to take in order to finish out strong and THEN start the new year off right. Kamal Tahir, director of product management at Experian Marketing Services, has outlined steps retailers can take to end the year – and start the new one strong. He outlines specific steps retailers can take to get ahead of their competition and keep the holiday sales momentum going strong into the new year. For example, have you thought about how to address product returns? Giftcard redemption? Rewarding loyal customers? Read about the steps you should take to close out your 2011 Holiday season and improve your chances for an even stronger 2012 in his article on Retail Online Integration’s website at http://www.retailonlineintegration.com/article/happy-post-holidays-marketers-5-focus-areas-how-make-count/1. Happy New Year!
If you live in an early primary or caucus state, you’ve probably already had your fill of political advertising. According to The Washington Post, politicians and political groups spent more than $23 million on campaign television ads as of December 1, 2011. With record ad spending predicted for the 2012 election, the rest of the nation will soon be bombarded with television ads “approved by” politicians from the left, right and the center of the political spectrum. Candidates and those groups that support them need to know where to allocate their ad dollars to either connect with their base or reach swing voters. Experian Simmons analyzed the viewing audiences of over 600 broadcast, cable and syndicated TV programs that were measured in our most recent National Consumer Study in order to pinpoint opportunities for politicians to reach partisans and middle of the road voters. This analysis has already gathered the attention of major media outlets, including Entertainment Weekly, The Washington Post, AOL, Huffington Post and more. Below are the entertainment and news programs that score the highest concentration of liberal Democrats among their viewers, Conservative Republicans and Middle-of-the-Road Voters registered with any party. Be sure to check out our free 2011 PoliticalPersonas report in which Experian Simmons delivers the mindset of the American voter, including attitudes, brand preferences and their penchant for social media. You can also check out a similar analysis of TV preferences of political partisans that we conducted last year here and here.
Social media continues to be one of the fastest growing industries online. Between September 2010 and September 2011 visits to Social Networks and Forums have increased by nearly 11% and, if you saw my Internet clock blog last month, social media accounts for nearly a quarter of all time spent online. But when are people engaging with social media the most? We took a look at the UK Internet visits to the Social Networks and Forums category each month between 2009 and 2011. We then averaged those visits across the months to see the seasonal trends with social media. What this shows is that social media usage is at its lowest at the beginning of the year and climbs throughout the course of the year towards a peak in December. Over the last three years December has always seen the peak of online visits and in fact last Christmas Day Facebook overtook Google for the first time ever in terms of UK Internet visits. We know that Christmas is a very social time and a time for sharing messages with loved ones, friends and family, so the increased visits to social networks during December is to be expected. More generally, what this graph shows is that social media observes two seasonal trends. The first is an early summer peak in visits in June, before a decline in visits in July and August. This seasonal dip in July and August can be explained by summer holidays where people are more likely to go abroad and therefore less likely to be using social networks. The second seasonal trend is a recovery in visits in September and October before a yearly peak at Christmas. With students starting university terms, kids going back to school, and the working population returning from holiday this would account for the increased interaction in September and October before the Christmas surge. In particular what we’ve seen in September data is a resurgence in market share of visits to Facebook, which bounced back after the summer dip to account for nearly 52% of all visits to a social network. The message here for brands who want to capitalise on social media traffic is to start implementing their social strategy now rather than waiting for Christmas. As October is the second busiest month of the year for social media visits we are expecting over 800 million hours to be spent on social networks this month, which represents a huge opportunity to engage with new and existing customers online. Follow Hitwise UK on Twitter.