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To stay ahead of the competition and on the path of sustained growth, you need clear line of sight to both risks and opportunities through the customer lifecycle. Gaining better insights on customers is critical to achieving that, so you can make all the right decisions, big and small, about your customers and business clients. Based on the conversations we have with our clients, we have noticed that most executives are paying a lot of attention to measuring customer experience and reducing friction across digital touch-points through the lifecycle. For customer acquisition, for example, businesses like yours look at time spent on each micro-step (e.g. data field), dropout rates at each of those steps, and do A/B testing at a very granular level. The idea is to understand all points of friction including points of confusion, frustration, etc., so you can learn from those and improve the experience. But this is not an easy task. The various challenges involved are making sense of the vast quantities of data and the immaturity of that data as well as the construct of that data. Given the fast pace at which data analytics change and evolve, our recommendation is that you invest in tools that are data and/or analytics agnostic. Thinking ahead: leveraging data analytics and cloud-based decisioning platforms to design the right customer treatment There is a largely untapped opportunity to leverage data, analytics, optimisation and decision management solutions – such as cloud-based decisioning platforms – to design the right customer treatment and identify the next best action for that customer. Selecting the appropriate timing, medium, and channel for those actions lead to greater consistency and contribute to having more relevant communications with your customers. The more relevant you are, the more precise you are with the offers and the treatments leading to improved response rates, greater connectivity and interaction with the customer. This results in memorable experiences that enhance loyalty and drive profitability.

This blog is written by Lisa Fretwell, Managing Director of Data Services at Experian. It’s no secret that women are hugely under-represented in careers relating to science, technology, engineering and mathematics (STEM). In fact, research suggests that only 13% of the overall UK workforce are women in STEM and, as a consequence, we find ourselves with fewer female role models to inspire confidence and ambition in the next generation. Positive female role models are fundamental if we are to transform some of the preconceptions that girls have about a career in STEM. And part of encouraging new generations into our industry means recognising and celebrating the achievements of those women blazing a trail here and now. That’s why we are delighted to be sponsors of today’s Women in Data (UK) conference for the third successive year. This unique event helps inspire, educate and support women across the data industry. It’s a privilege to be part of the Women in Data community, to get to know more amazing women in our industry and to share their incredible stories. One of the highlights of the event is the annual ’20 Women in Data and Technology’ recognition, celebrating incredible role models who are motivating others to pursue their own career ambitions in the industry. We were particularly thrilled to learn that our very own Louise Maynard-Atem, has been included in this year’s highly prestigious list. Congratulations to Louise on a truly phenomenal and well-deserved achievement. Experian’s goal is to have a workforce that’s as rich in diversity as the people who use our services. That’s one of the many reasons we’re so excited by WiD’s mission. Together we hope to empower and encourage more women into the data industry, supporting the next generation of data scientists who can help shape the future.

Building a credit history takes time. Establishing a credit history early in life can help ensure you have access to affordable credit when you need it. The problem is that people tend to learn about credit and finances through trial and error. This is unfortunate because recovering from financial mistakes takes time, too. In fact, it could take years to rebound from one financial misstep. This trend is especially common for young adults who are just beginning to get their financial feet wet, and it’s one of the many reasons credit education and improving the financial health of consumers of all ages is core to our mission at Experian. As Director of Consumer Education and Advocacy, I get the opportunity to talk to a variety of students and young adults across the country on a regular basis. Millennials and Gen Z are often labeled slackers, but I don’t believe that for an instant. They experienced the financial crisis firsthand in their early years, and they really don’t want to repeat what their parents went through. Can you blame them, really? One thing we know for certain about young adults is they are very interested in learning as much as they can about money, finance and credit, and it’s our goal to be an educational resource to them. As the saying goes, you don’t know what you don’t know. We have a chance to give younger generations the information and tools to know more than previous generations did at their ages. Here are some of my favorite tried and true tips to help set young adults up for credit success: Start small and grow slowly. A secured account with a small credit limit can establish your credit history and help you start saving at the same time. Good credit and strong savings habits go hand-in-hand. You don't need a credit card with a high limit to have good credit. Use the credit you have wisely. Good credit scores are not about having a lot of credit, but rather about how you use the credit you have available. Make a small purchase each month and pay it in full. That will show you can use credit well without taking on debt. Use your cell phone to improve your credit. With Experian Boost, you can add positive telecom and utility payments to your credit history and possibly boost your credit score. In the past, failing to pay your utility or cell phone bills could hurt your credit, but paying on time didn't help. With Experian Boost, that's changed. Use technology to make managing your credit automatic. Millennials and Gen Zers are the most technologically savvy generations in our history. Use technology, such as online banking apps and credit management tools like the Experian app, to automate savings and payments, to alert you to potential fraud and to track your progress as you build your credit history. We know helping people better understand and access credit is a team effort, and we work closely with our advocacy networks to increase our impact. We recently joined the American Bankers Association to provide young adults with financial education. Leading up to Get Smart About Credit Day, we hosted a Facebook Live with Jeni Pastier, Director of Financial Education Programs for the American Bankers Association to address credit topics young adults typically don’t understand or know about at all. You can watch the full video here and find additional articles to get smarter about credit on the Ask Experian blog.