Experian has today announced the UK launch of AudienceView, its new digital marketing tool designed to help brands better communicatewith their most sought after customer groups.
The tool offers insight on online trends amongst an organisation’s customers by matching them to the Experian Hitwise anonymous online consumer data sample enhanced with the company’s demographic tools, including Mosaic and Financial Strategy Segments (FSS).
Combined with the client’s own segmentation analysis, Experian AudienceView gives brands a complete picture of their current customers and enables them to engage with similar looking new customers.
Using Experian AudienceView, brands can build an infinite number of customer segments, ranging from people looking for a specific new car model to a company’s Facebook fans – allowing marketers to greatly improve how they communicate with their target customers.
Mindshare, a global media network, took part in a beta-trial of Experian AudienceView in April 2012.
Malcolm Murdoch, Mindshare, Director of Digital Data and Performance, said, “Our clients already understand the importance of moving on from generic audience segmentation and want to build a much better picture of the consumers that are most relevant to them. Experian AudienceView is an invaluable tool that has allowed us to define custom audiences and then use Experian’s insight about these customers revolutionise the way that we plan campaigns”.
Another company that has recently benefited from Experian’s bespoke online customer segments is Moonpig, the leading provider of personalised cards. “Experian’s unique ability to segment the market and isolate online audiences has provided us with valuable insights into our own audience that we could not get elsewhere,” commented Sam Wallington, Moonpig’s Head of Analytics and Merchandising.” Their information and analysis will help us to make informed strategic decisions and improve our offering within the personalised cards market.”
“Organisations are always searching for a deeper understanding of their customers to help them create marketing campaigns that build real brand loyalty,””, said Jon Buss, Managing Director, Digital, Experian Marketing Services in the UK and Ireland. “In today’s multi-channel world, our latest digital proposition will help brands better connect with their customers by blending our online and offline insights to communicate with people on a one-to-one level.”
Experian AudienceView combines anonymous data from the Experian Hitwise online sample of 8 million adult Internet users in the United Kingdom with the offline Experian Marketing Services Mosaic database, which provides insights from 48.1 million UK adult consumers and 24.7 million households, into 15 main socio-economic groups and 67 types.