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.
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It’s the holiday season! For some, this is the time of year for family, friends and reflection. For the other 97 percent* of us, it’s time to shop! America’s obsession with Black Friday, Cyber Monday and the rest of the holiday shopping season has never been stronger. Or weaker? Or something? All I know is that you should be skeptical of anything you see regarding the Thanksgiving weekend performance. And now, I will tell you about the Thanksgiving weekend performance We’re not discussing revenue in this post. Instead, we’ll dive into the weekend’s email subject lines – more specifically, how “percent off” deals affected email open rates. As everyone knows, Black Friday and Cyber Monday are the days for deals. Juicy “percent off” offers motivate customers to buy, buy, buy. But is the conventional wisdom, that “a deep discount will get people to engage with my brand,” actually right? A few weeks ago, my counterpart in the UK published an analysis of how percentage off discounts influence open rates. Taking the cue from Karl, I wanted to expand this analysis into the U.S. market, paying special attention to Thanksgiving weekend. To begin, I gathered data on a few thousand mailings from our largest retail clients. To determine the baseline expected open rates, I averaged each brand’s performance in the 6 weeks prior to Black Friday. I then analyzed all the mailings sent on Black Friday and Cyber Monday, dividing the subject lines based on the appearance of a percentage off offer. Interestingly, percentage off offers were less prominent than I expected: And when percentages off were present… their values were all over the place: Higher volume doesn’t lead to improved performance Conventional wisdom would suggest that advertising a discount more frequently would lead to better performing discounts. The data, however, doesn’t support that idea. When I looked at volume distribution and relative performance for each advertised discount, I found a relatively strong negative correlation of -0.63. So the more frequently a discount was advertised, the worse it tended to perform. We can see this visually in the chart below: On average, advertising discounts did not significantly improve open rates. What happened? The first thing to note here is the wide spread in the data – some percentage off discounts worked very well! Overall, though, shouting about a discount wasn’t what convinced customers to open emails during the holidays. But maybe it wasn’t just the percentage off discounts that faltered this season – perhaps all opens were down? As you can see in the histogram above – this wasn’t the case. The average mailing not touting a percentage off discount did ever so slightly better than the baseline average. Still, the spread of data is very wide, with a lot of variation in results. It could be that the dispersion of results was a product of each brand’s initial baseline; brands that normally had great engagement would see positive gains for percentage off discounts while brands with poor engagement would see little to negative lifts, or vice versa. But this hypothesis was also proven incorrect, as the relative starting place for each brand versus the discount performances had a correlation approaching zero. No matter which way I sliced it, the performance of discounted subject lines were more or less random. Ultimately, this last point is the most important. The subject line, for all its ubiquity and focus, is probably a lot less influential than we tend to believe. Sure, a subject line can be optimized, carefully crafted to invoke the greatest lift in response possible, but the baseline expected performance is influenced by a much larger conversation – the one between the brand and its customers. If the brand relationship has been cultivated and refined through intelligent interactions and sophisticated targeting, the open rate is likely going to be higher. If every marketing message simply shouts, DISCOUNT, DISCOUNT, DISCOUNT, and there is no larger value-add, engagement probably won’t be great. Advertising a discount in a subject line might really help get people involved – or it might not. So what is the future of the subject line? Are they worth the disproportionate time and energy that marketing organizations tend to spend on them? Or should we recognize that their importance is probably minimal? The truth is, it’s a little bit of both. Subject lines are important – they are the first impression and often the first interaction of the day with a customer. But their importance is likely inversely related to the strength of the brand (the “from” line, if you will). The stronger the relationship is, the less important the subject line becomes. Maybe that’s the ideal – a perfect “from” name, one that tells you more about what’s inside the message than a subject line ever could. *Not a real stat Connect with Jacob Davis, Senior Analyst, on Twitter: @davisj2007.
Before we get to the gift guides, here’s a brief update on the hottest products from the week including Cyber Monday. This week’s biggest movers and new additions to the list are a clear sign that Christmas is upon us. “Star Shower,” a laser light that bathes your house in festive lights without having to untangle cords, jumped to second place, up 49 rank points from the week prior. Likewise, the return of “Elf on the Shelf” to the hot products list coincides with his return to the homes of children nationwide. Otherwise, things seems to have stabilized with Fitbit showing no signs of falling from first place and Pie Face game being this year’s sensation. Toys Shopkins remains the toy to beat this season followed by Pie Face game, which remained in second place after skyrocketing interest during the week of Thanksgiving. Toys new to the top 10 this week include some old favorites like the Easy Bake Oven and Paw Patrol toys as well as the new entrant Glammin Salon Vanity. Keep checking back each week for the latest hot toys. This chart shows the 10 most searched for toys and games based on search clicks to Toys “R” Us – USA. Gift guide insight When it comes to buying presents for the holidays, some individuals are easy to shop for while others require a bit of inspiration. And when consumers need inspiration, consumers turn to the Web. Searches for “gifts for,” “gift guide” and “gift ideas” grow increasingly common as we get closer and closer to Christmas with peak search activity around this topic typically observed during the last full week before Christmas, which this year would be the week ending Saturday December 19th. Some of the most common gift recipients mentioned in gift guide-related searches are: “men,” “guys,” “her,” “mom,” “dad” and “girlfriend.” But shoppers are also frequently looking for suggestions on the perfect gift for someone very specific interests, such as “hunters,” “gamers” and “beer lovers” as well as specific types of gifts, like “tech” or “personalized.” The following gift guide insights, derived using our new AudienceView platform, were designed to highlight for you, as a marketer, the interests and preferences of key consumer segments so that you can more effectively tailor your campaigns to be more relevant and engaging. But if it also helps you, as a consumer, come up with the perfect gift for that hard-to-shop-for person in your life, then even better! Each gift guide contains a representative mix of search terms that were performed at above average rates by each audience segment during the four weeks ending November 28, 2015. They include a mix of product and retail brands and provide a good idea of the interests, style preferences and lifestyles of each audience. Learn more about how AudienceView can deliver unparalleled insights into your consumer audience so that you can deliver a better brand experience.
It’s October, and you know what that means; leaves are changing, sweaters are being pulled out of the closet, pumpkin-flavored items are taking over coffee shops. For many marketers, this is the most exciting (and stressful) part of the year. Holiday marketing is ramping up, and it will only increase in intensity as the weeks go on. Luckily, we’re hard at work here at Experian, analyzing data from past holiday seasons to bring you the insights you need to make your holiday marketing programs successful. We’ve examined search and email behavior to compile a list of the most important days to email and trends that will help you delight your customers from now until the New Year. You can access all of these insights in our Holiday 2015 Marketing Insights Calendar, which covers marketing trends from October through December. Holiday marketing tips for October With Halloween fast approaching at the end of the month (and Thanksgiving/Black Friday/Cyber Monday not far behind), marketers should use October to solidify their plan for the holiday season. Here are three things you can do to optimize your impact this month: 3 ways to optimize your holiday marketing programs in October Target reactivation campaigns to last year’s holiday-only shoppers to maximize active subscribers this season Perform a data cleanse and email verification to ensure message delivery. List health is key to a successful holiday season, and now is the time to double check. Consider offering Halloween-specific products for the little ones. Costumes for newborns and toddlers are on the rise, so don’t forget about the youngsters! Want more holiday marketing insights? Don’t miss our upcoming webinar, Check your list twice: Last-minute marketing strategies for the holiday season.