Turn provides a monthly customer newsletter. Within the newsletter, is a Partner Spotlight section. In September 2013's edition, Data Partner, Experian, presents the overview of ConsumerView. ConsumerView is Experian’s marketing database used in targeting, segmenting and enriching the views of consumers around the world with demographic, self-reported, life event, aggregated auto, aggregated credit, direct response, property and mortgage information

1. 1©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
©2012 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of
Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.
No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
Experian Public.
Identify and reach audiences
ready to buy
ConsumerView

2. 2©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
What is ConsumerView?
ConsumerView is Experian’s marketing database used in targeting,
segmenting and enriching the views of consumers around the world
with demographic, self-reported, life event, aggregated auto,
aggregated credit, direct response, property and mortgage
information
ConsumerView represents the core identities, attributes and linkages
that comprise our data products
 Name, address, phone, mobile, email, digital identity
 Detailed demographics and segments
 Transaction and purchasing measures
 Digital behavior and channel usage
 Life events and purchasing triggers
Obtain a marketing advantage by gaining an in-depth understanding
of your customers and prospects

3. 3©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Experian’s Data Management
We go through a comprehensive process to build and maintain the
industry’s best databases
You inherit the benefit of these processes with each of our files
 Ensure all data
acquired meets
quality standards
 Scrutinize the data
collection, privacy
policies and use
requirements
 Process all data
through special
processing to
ensure quality
before data makes it
to our file
 Match, dedupe and
integrate data from
all sources to deliver
the best possible
view
 Continually test and
measure the data
within the file to
ensure quality and
set benchmarks for
ongoing
measurement
Data
Acquisition
Data
Management
Data
Integration
Data
Quality
Monitoring

4. 4©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
All data is assessed for integrity using our Fair Information Values Assessment (FIVA) to assure proper
consideration is given to all regulations and guidelines that impact data use.
Experian’s ConsumerView creates the best possible
record by drawing from hundreds of sources
Aggregated information
Summarized credit
Summarized vehicle
Summarized demographic
Consumer response
On-line surveys
Off-line surveys
Transactional
Phone updates
New parents
New movers
New homeowners
Catalog purchases
Retail/etail purchases
Modeled/inferred
Income
Marital status
Presence of children
Public/proprietary
Telephone
State registrations
Realty
Census
ConsumerView

5. 5©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
ConsumerView
A variety of sources create the best record
Product surveys/
registrations
County deed records
New parent file
Mail order buyers
Telephone directory
& public records
Licensed occupations
Predictive models
Summarized data
Dana T. Consumer
142 S. Main St.
Anytown, USA 10000
(401) 999 0000
College graduate
Internet user
Travel enthusiast
Golfer
Homeowner
Fixed rate-FHA loan
Sale type: new
Presence of children
Gardening magazines
Books
Contributor
Pharmacist
EHI: $125,000
Purchases online
Platinum card
Median equivalency-750
Total # all tradelines-10
Average age of vehicle- 2

6. 6©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
ConsumerView
Data coverage
Examples of coverage for some key demographics:
 Income 100 percent
 Occupation group 99.8 percent
 Education 99.7 percent
 Age 96.3 percent
 Gender 92.0 percent
 Homeowner/renter 91.0 percent
 Ethnicity 90.0 percent
 Marital status 85.5 percent

7. 7©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
ConsumerView enables customer insight, sound
strategy, planning, program development and execution
Online
activity
Psychographic
and lifestyle
Attitudes,
opinions and
beliefs
Demographics
Channel
engagement
and preference
What does the customer believe? What do they value?
 Motivators / Beliefs / Preferences
 Decision style
 Understanding “value motivators” or assessment factors that
consumers use to evaluate choices
 What is the mindset of the customer and how to I leverage it to design
and apply more effective treatments?
What does the customer look like?
 Demographics – age, gender, ethnicity, etc.
 Household composition – married, children, etc.
 Potential value – Income, Home value, Automobile ownership
 Spending patterns
What channel does the customer prefer?
 Which channel is most effective?
- Direct mail, telemarketing
- Email, Online, Mobile, Cable
 Do certain channels work better for certain types of communications?
Is the customer engaged online?
 Engagement on other websites (e.g. competitors)
 Search term usage, Web site path analysis
 Online profile analysis
 Social networks
How does the customer live? What do they enjoy doing?
 Interests, Activities, Hobbies
 Magazine subscriptions
 Charitable donations
 Mail order purchases

8. 8©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
ConsumerView
Better Coverage + Better Quality = Better Results
CompanyA
64,796
CompanyB
67,857**
63,113
CompanyD
65,244
Experian
68,565
CompanyC
Experian has…
•The largest overall
coverage… 4.8% more
than its nearest competitor
•The best overall coverage
for most attributes including,
•The most coverage and
most accurate Age data
•More Phone data
than any competitor
•Most accurate
Number of
Children, Education and
Length
of Residence
•Most Coverage in Realty
related attributes* Based on a
random sampling
of 348 zip carrier
routes across the
United States
** 15% of Company B
records were duplicate
addresses.

9. 9©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
 Original source compilation
 Broader set of sources
 Highest coverage of core attributes
 Multiple surnames in a household
 Separation of known vs. modeled
 Updated more frequently
 Superior testing and processing to
ensure the highest data quality
 Information Practices / Compliance
ConsumerView
Helping marketers make smarter decisions
 299 million consumers;
116 million households
 Coverage on 98 percent of U.S.
households
 4,000+ demographic attributes
 Multi-sourced, combines data from
hundreds of public and proprietary
sources, including self-reported
information, public records and
purchase transaction information
ConsumerView facts ConsumerView advantages

10. 10©2012 Experian Information Solutions, Inc. All rights reserved.
Experian Public.