2. Why marketers turn to Experian Marketing Services We are Marketing Forward Applied across traditional and digital media Consumer insight Return on Investment Brand evangelism Greater customer loyalty Increased revenue Name Address, Phone, Email Age Income Marital status Presence of children Lifestyle Life event triggers Media consumption Brand preference Online insights Purchase history Attitudinal motivators Email to high-income households: “Open a savings account today” Direct mail to recent homebuyers: “10% off home furnishings” TV ad to households with children: “Take a family vacation this winter” Display ads to existing customers: “Upgrade your plan”
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7. Addressable =∑ of marketing’s key components Better online advertising! Financial discipline Direct marketing principles Customer data & insight Media & campaign planning Machine-based optimisation