Addressable Marketing

Experian powers the global shift towards Addressable Marketing

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”

Online acquisition and relationship marketing Leveraging proven techniques in new channels ,[object Object],[object Object],[object Object]

Addressable is direct marketing applied online ,[object Object],[object Object],Advertiser identifies their target segment (home improvement shopper, auto intender, etc.) 1 Advertiser develops creative for that segment 2 Consumer’s address is purchased from 3rd party marketing database 3 Advertisement is mailed directly to consumer’s house 4 Consumer segment is identified via anonymous Addressable cookie online 3 Ad is displayed wherever consumer is online 4

Displaying your advertising where it matters most ,[object Object],[object Object],[object Object],Geo-addressable segment Unidentified segment Fly non-stop to over 55 destinations All flights are 30% off!

Addressable combines 3 key elements Plus the expertise and support to build smarter campaigns Trusted, single-source provider Planning, management and measurement ,[object Object],[object Object],Linkage ,[object Object],[object Object],Media ,[object Object],[object Object],Data

Addressable =∑ of marketing’s key components Better online advertising! Financial discipline Direct marketing principles Customer data & insight Media & campaign planning Machine-based optimisation

Addressable Marketing inputs and process loop Use data from multiple sources Addressable Audiences Media Targeted based on data Ad performance feedback Offline data ,[object Object],[object Object],Customer data ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Experian data

Direct marketing principles applied in 3 different ways Covers tens of millions of households ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Custom targeting Target audiences built specifically for an advertiser need. Can be based on advertiser data or “look-alike” targets derived from Experian Marketing Services data such as Simmons, ConsumerView, etc. Direct audience match Matching your current customer or prospect file to the addressable users of a partner network for upsell/crossell or suppression from acquisition campaigns. Experian data driven targets Existing segments like Moms, Small Business Owners, Auto Models, GreenAware, etc. that have been developed and deployed on partner network Plan & consult Select & manage Track & report Buy & deploy Advertiser Audience IQ platform Preferred media partners Used Car Owners segment Modeled look-alike prospects Your actual customers

Privacy by design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Compliance Data security Consumer Privacy

Addressable Marketing

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Addressable Marketing