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New research shows email marketers are two times more likely than all other marketers to integrate customer data across all channels According to a commissioned study conducted by Forrester Consulting on behalf of Experian Marketing Services, maturity in cross-channel marketing is low and, despite the adoption of multiple channels in marketing programs, integration and coordination do not occur consistently. The global research study, entitled The Road to Cross-Channel Maturity, also found that marketers seasoned in email, more than any other digital channel, are in a position to be the ones to lead the transition to the cross-channel marketing era. A complimentary copy of the study can be downloaded at Experian Marketing Services’ Website. Please visit http://ex.pn/ZDxdEQ. In particular, Forrester Consulting found that marketers around the world struggle to integrate data sources and adopt effective data-management practices. Only 24 percent of marketers surveyed said they use contextual data and customer data for a real-time view across channels. Sophisticated email marketers demonstrated significantly higher rates of data-usage best practices, which was twice as much as the average respondent. Practices among marketers in Asia-Pacific (APAC) countries demonstrated the highest prevalence of this mature use of customer data at 36 percent, with China leading the pack at 47 percent. APAC also led other regions in overall cross-channel marketing maturity. Seventy-five percent of marketers that Forrester Consulting identified as “sophisticated marketers” use data in real time. In the study, Forrester Consulting states “…an email can provide a consumer with information or incentive to engage with other channels. As one of the most reliable, consistently used channels, email has an opportunity to be more than another transaction-driving medium… With cues from email, marketers can better provide interactions in other channels and touch-points.” The Forrester Consulting study recommends that marketers identify where email is most relevant and influential in the customer’s path to purchase and then incorporate additional channels along the path that tie all the communications together. To understand marketers’ maturity in cross-channel marketing, Experian Marketing Services commissioned Forrester Consulting to evaluate digital marketers’ attitudes about, experiences with and challenges related to cross-channel marketing, as well as the role email marketing has and will have in delivering cross-channel interaction. Forrester Consulting surveyed nearly 500 digital-marketing executives in various industries in North America, Europe, Asia and South America, including decision makers responsible for search, email, social, Website, mobile and display marketing strategy execution. It also conducted in-depth interviews with senior executives in the United States and Canada. A Webcast about the study conducted by Forrester Consulting and commissioned by Experian Marketing Services is available to view on demand at http://ex.pn/1Ftjhyx.

More than 10 years ago I spoke about a trend at the time towards an underutilization of the information being managed by companies. I referred to this trend as “data skepticism.” Companies weren’t investing the time and resources needed to harvest the most valuable asset they had – data. Today the volume and variety of data is only increasing as is the necessity to successfully analyze any relevant information to unlock its significant value. Big data can mean big opportunities for businesses and consumers.

Experian hosting Future of Fraud and Identity event during National Cyber Security Awareness Month Costa Mesa, Calif., Oct. 13, 2014 — Identity and fraud concerns are a pressing global issue for many industries, including financial services, public sector and retailers. With the rise in security and data breaches, many organizations across the United States are particularly challenged, due to the growth of malware viruses, mobile-payment advancements and the need to authenticate online and mobile consumers better. To help business leaders address these rising fraud and identity issues, Experian® is hosting the Future of Fraud and Identity event on Oct. 21 in New York City, N.Y. The event will feature: Ori Eisen, Experian fraud expert and founder of 41st Parameter, highlighting the current trends in cybersecurity and how technology can combat these major threats Frank Abagnale, of Catch Me If You Can fame and respected authority on financial crime and fraud, sharing his personal story highlighting his work with numerous financial institutions over the past 38 years Charles Chung, president of Experian Decision Analytics, a global leader in fraud and identity products, opening the event Jon Jones, senior vice president of fraud and identity for Experian Decision Analytics, presenting Experian’s strategic view on identity risk management Many organizations are trying to address fraud risks while adapting to the changing habits of customers. One example of this is the acceptance of new mobile-payment options that are driving a transformation of the payments ecosystem. Current mobile-fraud trends include the use of increasingly sophisticated malware as attackers capitalize on banks and retailers providing these new service offerings to consumers via mobile devices. “Gaining control in this dynamic fraud environment is a major challenge for businesses as the Internet and mobile technologies were not designed with fraud in mind. Consumers accessing their financial or personal data at any time is a key fraud risk today, further enabling criminal activity,” said Eisen. “As companies invest to meet customer expectations and ensure that payments are secure and reliable, we see an urgent need for proactive next-generation security measures with fraud detection and intelligent device identification for corporate accounts and online transactions.” In 2013, identity theft affected more than 13 million U.S. consumers and accounted for more than $18 billion in losses. As technologies evolve and information security tightens, the savvy nature of fraudsters becomes more sophisticated. As a result, fraud management needs to evolve and include both offline and online fraud strategies to provide a panoramic view of the customer. In order to achieve this, authentication processes need to become seamless and straightforward to allow both the consumer and the business to feel confident in the authentication process while creating a positive customer experience. “Serious risks are emerging for consumers and businesses as fraudsters identify new targets to attack. The monetary cost of fraud losses can be high, but the impact a loss or breach can have on customer relationships and brand integrity can be even higher,” said Chung. “Combining comprehensive authentication processes with proportionate measures to monitor user activities and protect consumer data throughout the life cycle is a competitive requirement in today’s market.” The Future of Fraud and Identity event will take place on Oct. 21 in New York City, from 7:30 a.m. to noon at the Helen Mills Event Space at 137 West 26th Street.

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