Over the last few months, Experian has released new syndicated audiences to most major platforms supporting retail and travel. In this blog post, we’ll highlight some of these new audiences and how they can be used with other data from Experian to build the perfect audience to reach your customers and prospects.
Household Expenditure audiences
We’ve created new predictive audiences to help retailers reach consumers across 35 categories likely to spend within that category. A few categories include Apparel, DIY, Health, and more.
With the launch of these new audiences, we will retire our existing Household Consumer Expenditure, Online and Retail category audiences in the November Digital Master update.
Who these audiences are for
Our Household Expenditure audiences use data from multiple sources, providing brands with highly accurate purchase predictions and data that scales for digital execution. Household Expenditure audiences are an excellent solution for brands with new product lines or where targeting based on historical purchases lack signal brands seek.
Building data from multiple data sources helps ensure high performance and accuracy and can illuminate trends in consumer shopping patterns. These trends can be used to help predict future shopping behaviors.
How to refine our Household Expenditure audiences
To refine your audience, you can combine this data with Experian’s demographic and household expenditure audiences to ensure you are reaching consumers. For example, suppose you’re an apparel brand launching a new line aimed toward women over the age of 40. In that case, you can use Experian’s demographic data to reach those women and layer in ourhousehold expenditure purchase predictor segment for women’s apparel to reach their new target audience.
Mobile Location audiences
We’ve expanded our location database to include more locations and points of interest. With this new data, we could strengthen our existing mobile location audiences to broaden the reach, improve accuracy, and increase performance.
We’ve created 11 new mobile location audiences with our new dataset that supports the retail and travel verticals. These new audiences include new shopping behaviors, including high-income and high-end shoppers and travel and entertainment behaviors, including visiting sporting arenas like MLB, NBA, NFL, and university stadiums.
Who these audiences are for
These audiences are for brands that want to reach consumers based on their location behaviors. Often valid for retail, travel, and entertainment brands, Mobile Location audiences provide brands with highly accurate data that shows previous intent and interest in critical locations.
How to refine our Mobile Location audiences
To refine your audience, you can combine your Mobile Location audience with Lifestyle and Interest data. For example, if you are creating an advertising campaign for a hotel near a university stadium for the largest game in the season, you could combine university stadium visitors with sports enthusiasts and in-market for travel to find consumers most likely to be interested in your campaign and staying at the hotel.
Purchase-Based Transaction audiences
For use cases where predictive audiences aren’t the best fit to reach the right consumer, such as targeting consumer’s historical purchases, we’ve created new purchase-based transaction audiences that utilize opt-in consumer transaction data across 29 retail categories, including apparel, home, lifestyle, health, food and beverage, and more.
Who these audiences are for
These audiences are a perfect fit for brands trying to reach consumers based on previous purchases. These audiences can be broken out by their spending patterns – frequency of purchase and high spenders – and their response to advertising, including direct mail, email, inserts, and digital.
How to refine our Purchase-Based Transaction audiences
Combine these new audiences with Mosaic to fine-tune your audience based on their purchasing and lifestyle patterns.
Suppose you are a brand with a new line of home décor products launching and will utilize influencers to endorse your product line. In that case, you can use Experian’s purchase-based transaction audiences for high spenders in home décor and layer our Mosaic audience Influenced by Influencers to find consumers who are most likely to purchase and trust an influencer.
We can help you discover and activate your perfect audience
Our audiences are available in most major data and execution platforms. Visit our partner page for more information.
Don’t see our audiences on your platform of choice? We can help you build and activate an Experian audience on the platform of your choice.
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With the increase in alternate channels such as social media, many may think that email is no longer a valuable way to create engagement with consumers. On the contrary, email marketing is still one of the most effective tools for marketers — especially when it is paired with mobile. Experian Marketing Services sends more than 10 billion emails each month on behalf of major brands around the world, which gives us the unique ability to monitor trends in email performance and engagement over time. We report email marketing trends as well as the key performance indicators that shaped the success of the Experian Marketing Services clients’ email programs each quarter in our email benchmark reports. Mobile holds potential for email engagement One of the most noticeable trends that we’ve found in our research is that both mobile device usage and email engagement have increased. According to our Q3 2014 Email Benchmark report, the research also states that 53 percent of emails were opened on a mobile or tablet device in Q3. Although we can see an increase in both engagement and mobile usage, it is too early to tell if they are directly correlated. However, marketers should be paying attention — make mobile your priority, and you may have the ability to stay ahead of upcoming trends. “Because people are so connected with their devices today, it only makes sense that they would want to use their mobiles and tablets to check their emails in real time,” says Shelley Kessler, Manager, Reporting and Analytics, Experian Marketing Services. “This is why it is so important for marketers to adopt mobile optimization into their marketing plans. Without it, their overall engagement and click rates will significantly drop and they may ultimately lose their audience.” Catalog brands see email success with tablets To put the importance of mobile into perspective, let’s dig deeper: During Q3 2014, the majority of email opens occurred on mobile phones or tablets for catalogers, consumer products and multichannel retailers. Specifically, for multichannel retailers, 60 percent of all of their emails occurred on a mobile phone or tablet and 50 percent of their total clicks. Meanwhile, catalogers had the highest percentage of tablet use with 18 percent of email opens and 13 percent of clicks occurring on tablets. Mobile can help create a relationship On a daily basis, a digitally connected customer’s inbox will be overwhelmed with hundreds or even thousands of different messages from marketers. To stick out from the crowd, marketers should be thinking of other ways to engage consumers. Shelley Kessler suggests creating a direct mobile messaging program: “Start a mobile messaging program if you have not already done so. If you have not developed a mobile database, start asking for customers’ mobile numbers in addition to email addresses and other basic information.” By utilizing mobile in ways that have not been done before, marketers have endless opportunities to get ahead of the curve. To learn more about these trends as well as others, download a free copy of our Q3 2014 Email Benchmark Report. Keep an eye out for the upcoming Q4 2014 Email Benchmark Report from Experian Marketing Services which will publish at the end of February.
Marketers: personalization is our duty Customers willingly give brands a lot of information. Some brands collect names, birthdays, message preferences and location in addition to contact information like email address, phone number and physical address. Brands that connect through Facebook and other social media accounts gain access to even more information – a person’s likes, friends/followers, age, demographics and more. Why are so many consumers willing to share this information? In a recent webinar, Ed Kowalski, Senior Director of Strategic Services at Experian Marketing Services refers to this phenomenon as the equitable exchange – customers provide companies with personal information because they believe it will enhance their brand experience. In return, marketers have a duty to responsibly use that data to benefit the customer. Personalization is an oft-discussed strategy in marketing, but many marketers struggle to make it a reality. In fact, a recent study found that 94 percent of companies have challenges relating to personalization. Yet marketers continue to collect more customer data – without a clear plan to utilize any of the data in a personalized context. Consider a brand that collects birthdate as part of its subscription process. As a consumer, I will only provide my birthdate if I can imagine a benefit to doing so. And I can – the brand may send me personalized well-wishes or even a special offer on my birthday each year. Because I’m willing to share my birthdate, I expect that the brand will use that data to engage me on a personal level. If they don’t, I’m likely to feel that the data I shared was not used productively, which will damage my perception of the brand and make me more reluctant to share information with them in the future. This concept extends to behavioral data too. Consumers often realize that companies may have data on their past purchases, browsing behavior and more. With this assumption in mind, they expect this data to be used to create more relevant brand experiences as well. Remarketing campaigns like abandoned cart emails and display ads targeted by browse behavior are increasing in popularity, as 69 percent of marketers in our most recent survey run these types of campaigns. This means customers are coming to expect them. So what does this mean for marketers? Not only is it a best-practice to personalize messaging based on customer data, but it’s often a requirement. Consumers are saying, “Show me that you know me.” As marketers, we need to make good on the unspoken promise of this equitable exchange. It doesn’t need to be hard. Check out the slides below or watch the webcast to learn how brands can begin to implement more personalized, relevant messages today.