Tag: identity resolution

Experian Marketing Services and Data Quality President Genevieve Juillard recently sat down with Zach Rodgers, host of the AdExchanger Talks podcast to discuss the future of identity, the importance of data transparency and privacy, and our recent acquisition of Tapad. Genevieve focused on the opportunity for our industry to reimagine an advertising ecosystem that is resilient and adaptable; one that takes advantage of emerging data and prioritizes data transparency and consumer privacy. She also discussed the importance of advertising strategies that put consumers at the heart of every decision and give them more control over their data. Genevieve shared with AdExchanger that Experian’s acquisition of Tapad, a global leader in digital identity resolution, was a natural fit for our company. Tapad’s approach and role in the ecosystem is very much aligned with Experian’s, which is to develop solutions that are resilient to industry and consumer changes. The combination of our capabilities supports interoperability across all types of identifiers, both online and offline, and will position us to help our clients navigate the post-third-party cookie world. To learn more about Experian’s plans to support an effective advertising ecosystem that will evolve with our dynamic industry, listen to the full podcast Embracing ‘Healthy Fragmentation’ In Ad Tech, With Genevieve Juillard.

As marketers, we need to create a connection with our customers. We need to deliver messages that are relevant to them and reach them on an emotional level. But with shifts in consumer behavior and the proliferation of digital devices and channels, it can be difficult to understand customers and establish that connection. Brands have insight into their customers’ interests and purchase patterns with first-party data, but it’s not until they can connect it to third-party data sources that they can have a complete view of the customer, create relevant messages and reach consumers through preferred communication channels. I recently chatted with Chad Sanderson on The B2B Revenue Executive Experience podcast to discuss how Experian helps brands resolve customer identities and communicate effectively with their audiences—specifically to help them leverage advanced analytics, such as machine learning to connect the hundreds of digital touchpoints together to create a single customer view. The more brands understand about their customers, the better positioned they will be to create a connection and deliver relevant experiences across all channels, resulting in success for marketers and consumers. To listen to the podcast, click here.

Turn identifiers into identities Identity has always played an essential role in understanding who your customers are and ensuring a positive consumer experience. However, it has and continues to evolve over time. Identifying customers used to be as simple as looking into a brick and mortar store to see which demographics were buying which products or services. As society becomes increasingly reliant on both digital devices and channels, hundreds of digital touchpoints have emerged and come into play. Every view, search, click, interaction, and purchase is another component of an identity. Further complicating matters for marketers is the fact that digital footprints are just one part of the equation. Despite the increased digital activities of consumers, offline ads and marketing practices still continue to factor into a consumer’s overall path-to-purchase behavior. The combination of hundreds of digital and offline touchpoints, disjointed technologies and siloed data make it increasingly difficult for brands and agencies to obtain a true single view of the customer. That’s why Experian recently launched an innovative new solution that combines vetted, high-quality data and artificial intelligence to help marketers connect Mobile Ad IDs (MAIDs) with digital and offline identity attributes to get a more comprehensive understanding of their target audiences. Using machine-learning algorithms and our longstanding best in class offline Personally identifiable information (PII) repository to evaluate billions of advanced identity signals and data elements, including MAIDs, the solution allows brand marketers to put more effective analytics, audience segmentation and activation, and measurement capabilities into action. Developed in collaboration with Experian DataLabs and powered by Experian’s vast and diverse data assets and identity platform, the solution will be available via Experian’s MarketingConnectSM, an identity resolution platform designed to help brands, agencies and marketing technology vendors connect disparate data sources, effectively bridging the gaps in identity resolution. So far, we have seen clients using the new solution more than double their match rates. Experian is making this possible for marketers by intelligently connecting all of the necessary data points to reach customers with timely and relevant messaging, all while keeping their data protected. By ingesting, organizing, corroborating, resolving, and analyzing a broad range of data, our new solution provides marketers with the ability to identify and reach customers at a higher rate than previously possible. We link consumers to action in their lives, from the living room to the show room. As the world’s largest data company, Experian’s identity resolution capabilities fuel the solutions that marketers rely on to deliver memorable, measurable marketing moments that meet consumers wherever life may take them. From the tap of an app to the swipe of a card, it’s possible to deliver the right marketing messages  that meet consumers wherever life may take them. To read our full press release, visit https://www.experianplc.com/media/news/2019/experians-efforts-to-help-marketers-more-accurately-identify-customers/.

Car shoppers are faced with a vast and exciting number of options in today’s automotive marketplace. Remember when you shopped around for your last car and had to decide on the type of vehicle – SUV, car, minivan, pickup; the engine type - electric, hybrid, gasoline or diesel; the actual make and model; and finally, a myriad of features and options. And how about fitting it into your budget? Options like new, CPO or pre-owned are all solid considerations.  Even payment choices such as cash, financing or leasing impact your final decision. So many brands, retailers and complex purchase decisions to consider! In a crowded marketplace, it’s more important than ever for marketers to connect the dots of each consumer's unique purchase journey, and to know what they want, in order to deliver the most relevant experiences possible. In today’s omni-channel world, there is a breadth of consumer data available to more effectively identify and communicate with current and potential customers. Imagine you’re an automotive marketer trying to influence purchase behavior to achieve aggressive sales goals. Then imagine launching a major automotive campaign without having clear direction on whom to target, how to reach them or which markets are most effective to tap into. This happens more often than you think because automotive dealers, like many businesses, struggle to gather and fully understand their data to make more informed and effective marketing decisions. In fact, recent Experian research shows that 83 percent of marketing and IT leaders have challenges distributing and using their own data. This is a critical problem to solve because data is at the core of identity resolution, a key enabler of enhanced return on investment. Understanding identity is the foundation of any great campaign, and the same holds true for the automotive industry. Studies have shown that consumers express frustration when an experience feels impersonal, even when brands get names wrong in customer communication. Identity resolution impacts those customer experiences, not only by maximizing the effectiveness of ad dollars, but also by helping customers in an omni-channel space by making it easier for them to purchase the vehicle that is right for them. Data can help marketers figure out matters like where large growing families are living, what channels they’re using to shop, or who might be more inclined to buy a small car versus a bigger vehicle. Investing in an effective identity resolution solution might just be the most important thing you can do as an automotive marketer. To make the most of your investment, consider how you’re currently handling your customer data and then set your priorities. Don’t hesitate to make identity resolution an organizational effort in order to prepare, automate, and distribute and act on the assets needed. Finally, remember to find ways to keep your audience engaged. At the end of the day, you’ll be delivering the right messages to the right people at the best time, and consumers will be more appreciative, too.  

Every day it seems, mobile device fragmentation increases. With consumers spending their time online across multiple devices - phones, tablets, over-the-top TV devices, gaming consoles, a nascent, yet growing internet-of-things, and a variety of other internet connected devices – the challenge of keeping up with consumers continues to be a daunting one. The industry has, of course, adopted many different identity solutions and cross-device technologies. Perhaps you’ve adopted some of them. Perhaps you feel like they are working. But perhaps you feel you could be doing a better job at connecting the dots. Marketers require solutions that can truly unify identities across channels and devices in order to understand consumer behavior, predict intent, and ultimately reach them with relevant communications. The easier it is to do that, the better. So, consider a couple scenarios and see how well are you doing. Within your core CRM data, are you able to connect your email subscribers to your in-store customers, all without relying on a loyalty program? Can you do this all the way down to an individual level? And are you leveraging this connected identity information to inform future online targeting? This kind of PII-based identity management is foundational to consumer engagement! Next scenario. Are you an app publisher? Or a media platform? Or any other type of organization that has a steady stream of device data? How much do you know about the consumer behind the device? Behavioral information is certainly a step in the right direction. But what about known consumer insights? How deep is the profile of information you’ve built for each device? Does it include both online and offline insights? Done in a compliant manner? There are a myriad of different techniques and approaches available to you to keep up with consumers. If you’re considering implementing a new strategy in the near future, or have questions about your current ones, contact Experian  and we can help assess the opportunities available to you.