Experian Grows MarTech Community to Enhance Brand-Audience Connectivity

Pipeline & AnalyticsPredictive Analytics

By Sudipto Ghosh On Aug 22, 2018

New Partner Program Makes It Easier for Brands to Onboard Customer Information, Build Audience Segments and Deliver Relevant Messages

Experian has announced the Experian activation partners program, which is designed to help advertisers create and deliver campaigns that better resonate with audiences across all marketing channels. The program aims to help advertisers connect them with people through various media channels.

The Program Helps Marketers Remain Compliant with Privacy Standards and Protect Consumer Information

The Experian activation partners program helps solve a wide variety of business challenges — whether it’s finding new customers or seamlessly launching campaigns across multiple channels, including social media, television, and mobile, as well as all major media organizations. Additionally, the program helps marketers remain compliant with privacy standards and protect consumer information.

At the time of this announcement, Kevin Dean, Experian’s President of Marketing Services, said, “We’re committed to helping brands uncover the right audience segments and deliver advertising campaigns that resonate with consumers.”

Kevin added, “Our new partner program is designed to do just that — maximize the power of data and technology with leading technology platforms to help advertisers make the right marketing decisions and better connect brands with people.”

How to Deliver Personalized Advertisements to People Across Any Marketing Channel?

Through the program, advertisers can leverage their own first-party data, third-party data from Experian’s ConsumerView^SMmarketing database or a combination of the two to build audience segments and optimize campaigns. Once the audience has been built and the content created, advertisers can work with any of the marketing technology partners to deliver personalized advertisements to people across any marketing channel.

The partner program includes marketing technology leaders such as 4C, Adaptly, Brand Networks, SocialCode, and Unified. The combined efforts of these companies and Experian will help brands continue to communicate effectively with people and deliver messages that are relevant to the individual.

MarTech Collaboration Insights on Experian

Anupam Gupta, CPO at 4C Insights, said, “Delivering relevant communications to consumers is table stakes for advertisers. The ability to activate highly targeted audiences in an intuitive way is critical to making this happen.”

Anupam added, “By integrating Experian data into our self-serve Scope platform, 4C is empowering advertisers to have more meaningful conversations with consumers across screens.”

“We want to make it easy for brands to communicate effectively with people across platforms,” said Kyle Benedetti, Vice President of Partnerships at Adaptly.

Kyle added, “We believe data and technology are key to managing that complexity at scale. By working with Experian, we’re able to connect brands with their audiences.”

“Customer experience needs to be at the heart of every marketing campaign, whether that campaign is being activated in a single channel or across digital touchpoints,” said Dave Fall, CEO at Brand Networks.

Dave added, “When brands communicate with individuals on a personal level, there is a stronger connection. True success comes down to align with the individual’s expectations and exceeding them.”

“It has never been more important for brands to effectively and efficiently connect with their customers,” said Cary Lawrence, GM-Audience Intelligence Platform at SocialCode.

Cary added, “We’re thrilled to be part of a program that enables brands to make smarter marketing decisions while reaching customers through the channels that are most important for their business.

“As consumer behaviors and expectations evolve, brands need to adapt their advertising. That means taking control of their advertising by leveraging data and insights to optimize and deliver more relevant messages,” said Josh Backer, co-founder and vice president of operations at Unified.

Josh added, “By partnering with Experian, we’re able to further enable brands to get the most from their advertising by reaching the right consumers at the right time, regardless of channel.”

Currently, Experian is a leading global information services company. During life’s big moments — from buying a home or a car to sending a child to college, to growing a business by connecting with new customers — the company empowers consumers and clients to manage their data with confidence.