With 90 percent of the data in the world being created in the last two years, now more than ever, we need to know how to get the most out of our data-driven economy because the power of data can be a tremendous force for good in the world. It is with this in mind that we are unveiling a suite of online initiatives that will help businesses and consumers benefit from the positive uses Big Data can bring to the marketplace. Leading the way are the new #DataTalk conversations that will take place as a hosted TweetChat. The first #DataTalk chat, on “What it Means to be a Data Scientist,” will take place on April 23 at 5 p.m. Eastern time and features special guests Dr. Michael Wu, the chief scientist at Lithium, and Dr. Shanji Xiong, chief scientist of Experian’s global Experian DataLabs. Online resources We have also developed blogs, podcasts and a video series that illustrate how Big Data can be analyzed with technology and data science in order to bring powerful insights to consumers and businesses, large and small. These insights can help consumers take control of their financial health and help businesses obtain better bottom-line performance. Experian Insights Blog Insights from Experian thought leaders that discuss the good that data is doing now and the promise it holds for the future. Experian Insights Podcast A show dedicated to sharing concrete ways we can turn Big Data into actionable insights to help businesses and consumers. During the first episode, Craig Boundy, former Chief Executive Officer of Experian North America shares his thoughts on Big Data in 2015. Experian Insights Video Series Short videos that provide a close-up look at how Experian manages and analyzes Big Data and the latest business trends in a variety of industry segments. Our Data For Good initiative reflects the company's belief that Big Data and the insights derived from it are good for the economy, good for people and good for society. The #DataTalk conversations and exchange of ideas, along with blog posts, podcasts and a video series, provides a platform where industry leaders and Experian experts can share their distinct perspectives on the evolving world of Big Data and analytics. As you will see, the many examples of how data and the insights derived from it are clearly changing our society for good. If we work together proactively to advance data for good, with the right process, tools and people, we have an opportunity to transform our economy and the ways in which we operate within it.
A behind-the-wheel look at alternative-power vehicles:
For years, brands lacked the means to create highly relevant and meaningful interactions with their customers. Today, that has changed–and the demand has never been greater. According to Experian Marketing Services’ State of Cross-Channel Marketing Report, marketers from around the world are adopting more customer-centric engagement strategies. With cross-channel marketing technology and predictive analytical tools becoming smarter and more accessible to marketers, they have the ability to help brands manage data, understand the preferences of their customers and most importantly, turn that intelligence into action across every channel at scale. This evolution of technology has created a clear shift in the industry as more marketers look to technology providers like Experian to help them get and stay close to their customers. As described in the report, brands today are more customer-centric in their marketing than they were just a year ago. The report, which leverages year-over-year survey results, highlights several trends: Organizations today are more customer-centric than in 2013 Enterprise brands, like multichannel retailers, are asking their customers to set their own preferences: Brands today are 62 percent more likely to give their subscribers the ability to set their own preferences for branded communications than they were in 2013. Further, they are 89 percent more likely to allow them to select the type of messages that they receive and 48 percent more likely to give options for how often subscribers want to receive those communications. Retailers are 87 percent more likely today to ask their customers to set their own preferences on communications channels (email, mobile, direct, social, etc.) and 65 percent more likely to allow them to set their category and product preferences. Further, retailers are 131 percent more likely to acquire mobile numbers through preference centers than nonretailers. Marketers are taking action to improve their data hygiene: Marketers are 53 percent more likely to execute data hygiene techniques than they were in 2013. Retailers are 13 percent less likely to undertake some form of data-hygiene process than nonretailers. However, when they do prioritize data hygiene, retailers are 38 percent more likely to use a data-hygiene provider than nonretail brands. Brands are leveraging segmentation well beyond simple demographics: More marketers are building segmentation strategies that focus on behavior and lifetime customer value over demographics. Overall, the majority of marketers (25 percent) segment customer based on past activity or behavior. When it comes to email marketing, marketers are 6 percent more likely to execute some form of email segmentation than in 2013. The most popular forms of email segmentation are activity- and transaction-based triggers. Interestingly, the amount performing language segmentation increased the most year-over-year (+76 percent), followed by value segmentation (+40 percent). Marketers are testing their campaigns to understand what works for their customers: Ninety-two percent of marketers are testing their marketing programs to understand customer preferences and marketers are more likely to focus on testing campaign performance in email than in other channels. Testing allows marketers to identify underperforming campaigns and adjust in real-time. For example, marketers testing offers may bring to light that a target consumer responds better to a “dollars off” than a “percentage off” offer. Those results can be used to determine where similar improvements can be made to other channels. Marketers are 42 percent more likely today to view time-of-day testing as an effective test in 2014 than they did in 2013. Meanwhile, nonretailers are 64 percent more likely to claim effectiveness in creative testing than last year. Significant barriers to customer-centric marketing remain While marketers clearly are showing improvement in their customer-centric marketing strategies, only 4 percent of brands reported having an integrated customer journey across touch points. Marketers cited siloed marketing organizations (39 percent) and a product-focused structure versus a customer-focused one (28 percent) as the primary barriers. The research indicates that marketers need to improve in several key areas: Data Management and Linkage: Seventy-nine percent of companies face challenges when connecting disparate data to create a single customer view. Attribution: Marketers continue to struggle to measure results and understand how to improve. Last-touch attribution is prevalent among brand marketers, with 70 percent giving credit only to the last channel that the customer interacted with before making a purchase. A marketer’s ability to collect, integrate, analyze and optimize data intelligently to arrive at meaningful and actionable customer insights is central to cross-channel marketing success and is the key to customer-centric marketing. In today’s industry, marketers have the means to extract actionable business intelligence from their data and can now access how well they can use that intelligence to drive enhanced results for the customer. Those marketers who are struggling with customer-centricity need to prioritize attribution. If they have the ability to show how cross-channel relevance drives customer loyalty and ultimately benefits their business’s bottom line, this gives the marketing organization a clear business case to make the customer, rather than a channel, a top priority across the organization. To learn more about customer-centricity and the state of cross channel marketing, download the report, here.
Today, we stand at the forefront of a digital revolution that is reshaping the financial services industry. And, against this backdrop, financial institutions are at vastly different levels of maturity; the world’s biggest banks are managing large-scale infrastructure migrations and making significant investments in AI while regional banks and credit unions are putting plans in place for modernization strategies, and fintechs are purpose-built and cloud native. To explore this more, I recently had the privilege of attending the annual Reuters NEXT live event in New York City. The event gathers globally recognized leaders across business, finance, technology, and government to tackle some of today’s most pressing issues. On the World Stage, I joined Del Irani, a talented anchor and broadcast journalist, to discuss the future of lending and the pivotal role of data and AI in building a more inclusive financial system. Improving financial access Our discussion highlighted the lack of access to traditional financial systems, and the impact it has on nearly 100 million people in North America alone. Globally, the problem affects over one billion people. These people, who are credit invisible, unscoreable, or have subprime credit scores, are unable to secure everyday financial products that many of us take for granted. What many don’t realize is, this is not a fringe subset of the population. Most of us, myself included, know someone who has faced the challenges of financial exclusion. Everyday Americans, including young people who are just starting out, new immigrants and people from diverse communities, often lack access to mainstream financial products. We discussed how traditional lending has a limited view of a consumer. Like looking through a keyhole, the lender’s understanding of the person in view is often incomplete and obstructed. However, with expanded data, technology, and advanced analytics, there is an opportunity to better understand the whole person, and as a result have a more inclusive financial system. At Experian, we have a unique ability to connect the power of traditional credit with alternative data, bringing a more holistic understanding of consumers and their behaviors. We are dedicated to leveraging our rich history in data and our expertise in technology to create the future of credit and ultimately bring financial power to everyone. The future of lending After spending two days with over 700 industry leaders from around the world, one thing is abundantly clear: much like the early days of the internet, today, we are at the cutting-edge of a technical revolution. Reflecting on my time at Reuters NEXT, I am particularly excited by the collective commitment to drive innovative, and smarter ways of working. We are only beginning to scratch the surface of how data and technology can transform financial services, and Experian is positioned to play a significant role. As we look to the future, I am excited about the ways we will create new opportunities for businesses and consumers alike.
The advertising ecosystem has seen significant transformation over the past few years, with increased privacy regulation, changes in available signals, and the rise of channels like connected TV and retail media. These changes are impacting the way that consumers interact with brands and how brands understand and continue to deliver relevant messages to consumers with precision. Experian has been helping marketers navigate these changes, and as a result, our marketing data and identity solutions underpin much of today’s advertising industry. We’re committed to empowering marketers and agencies to understand and reach their target audiences, across all channels. Today, we are excited to announce our acquisition of Audigent—a leading data and activation platform in the advertising industry. With Audigent’s combination of first-party publisher data, inventory and deep supply-side distribution relationships, publishers, big and small, can empower marketers to better understand their customers, expand the reach of their target audiences and activate those audiences across the most impactful inventory. I am excited to bring together Audigent’s supply-side network as a natural extension to our existing demand-side capabilities. Audigent’s ability to combine inventory with targeted audiences using first-party, third-party and contextual signals provides the best of all worlds, allowing marketers to deliver campaigns centered on consumer choices, preferences, and behaviors. The addition of Audigent further strengthens our strategy to be the premier independent provider of marketing data and identity, ultimately creating more relevant experiences for consumers. To learn more about Experian and Audigent, visit https://www.experian.com/marketing/ and https://audigent.com/.
When it comes to cybercriminals and threat vectors, we need to expect the unexpected. Experian’s 12th annual Data Breach Industry Forecast highlights several potential trends for 2025, with AI playing a central role. This year has already seen more data breaches and impacted consumers than 2023, indicating that global data breaches are not slowing down. Some things to watch out for next year includes the potential for more internal fraud. As companies train employees on AI, there is a growing risk that some will misuse their knowledge for internal theft and sourcing sensitive information. Another trend may be cyberattackers targeting large data centers, with the growth of generative AI introducing power as a new attack vector. It’s reported that a single ChatGPT query uses significantly more electricity than a standard Google search, making data centers and cloud infrastructure vulnerable, especially in countries with varying security standards. We expect AI-related attacks to dominate the headlines next year and investments in cybersecurity will increase to tackle this emerging threat, as hackers leverage AI for phishing, password cracking, malware, and deepfakes. Jim Steven, Head of Crisis and Data Response Services at Experian Global Data Breach Resolution in the UK, anticipates that global data breaches will persist at their current rate next year. He notes that ransomware attacks are likely to become even more sophisticated with the integration of AI. Additionally, Steven predicts that threat actors will escalate their tactics to achieve greater rewards, and the misuse of consumer data to damage reputations will increase in 2025. To access the complimentary report, click here.