Innovation

The term big data tends to be overused in business today. While some refer to it as a technology and others a level of insight, it has come to embody many different data actions, from business intelligence, to analytics and data modelling. We have become so obsessed with big data that we think we have to have this level of insight as a requirement to running a successful business.

Every time I turn on my television, look out my window or drive into the office, I always see hybrid or electric vehicles on the road. These days it seems like almost everyone is going green.

People are making a big deal about big data—and it is a big deal. It has the power to guide us in addressing some of our nation’s most pressing needs, from protecting against fraud at the checkout counter to helping families secure affordable loans that help them accomplish their dreams. And like any powerful tool, it must be deployed wisely; in the wrong hands, as Hollywood saw recently, data can be hacked.

At Experian we believe that data is good. Good for our economy, good for consumers and good for society. Analytics and technology designed to help marketers put their data to use and become truly customer-centric is just one example of using data as a force for good. The following column was written by Emad Georgy, senior vice president of development and global head of development at Experian Marketing Services, as part of a “Data-Driven Thinking” series for AdExchanger.

At the start of the Vision 2015 Conference, Experian® announced a new dedicated enterprise Fraud and ID business in North America. This newly established business unit allows Experian, the leading global information services company, to more aggressively address the growing variety of fraud risk and identity management challenges businesses, financial institutions and government agencies face.

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.

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.

Are you in the dark with your finances? Take control this April during Financial Literacy Month and join Experian as we provide education and resources to help light the way to financial literacy. Experian is a long-time advocate for financial education and empowerment for consumers. As a result, we are teaming with the Jump$tart Coalition® this month to encourage people to take time to think and talk about their own money matters. We want to encourage people to take full advantage of all of the available resources designed to improve their financial literacy and well-being.

Data is one of the most valuable assets in our society and drives many decisions. For businesses, data can reveal insights about customers and prospects, product trends, areas for investment and efficiency improvements. For consumers, data provides more personalized interactions with brands, including targeted deals or coupons, and geo-location services.