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New whitepaper and Advertising Week panel discussions aim to educate marketers on how data and technology can drive better customer experiences
Costa Mesa, Calif., Sept. 27, 2018 — Customer identity is the foundation of any successful business, yet many businesses still struggle to properly identify their customers. According to recent research from the Data & Marketing Association (DMA) and Winterberry Group, only 15 percent of businesses can identify their audiences accurately and consistently. To help, Experian® today unveiled a new whitepaper designed to educate companies on how to tackle the identity resolution challenge head-on and deliver communications that resonate with both prospects and customers.
Experian’s whitepaper, Connecting the Dots of Consumer Identity, breaks down the key concepts of identity resolution, addresses the nuances of an individual’s identity, and provides actionable steps to solve the identity challenge. Additionally, it details both online and offline touchpoints, such as names, addresses, devices, emails, social handles, etc. According to the whitepaper, organizations that recognize the value of identity resolution and establish it as the foundation for downstream marketing activities experience greater impact in all of their marketing campaigns.
“With the proliferation of devices and media channels, marketers face unprecedented challenges when it comes to customer identity management,” said Kevin Dean, Experian’s president of Marketing Services. “We’re committed to helping marketers gain a better understanding of their target audience. And, the driving forces in identity resolution solution are quality data and technology. If we can help marketers bridge that gap, brands can then make the right marketing decisions and have more meaningful interactions with their intended audiences.”
In addition to the whitepaper, Experian executives will participate in multiple panel discussions during Advertising Week, October 1-4, in New York. With a focus on identity and data-driven advertising, Experian’s participation in the industry-leading event further exemplifies its commitment to help businesses maximize the power of data and adapt to the ever-changing environment.
The DMA and Winterberry Group research also shows marketers have increased attention and resources on identity to deliver enhanced, privacy compliant customer experiences. In fact,58 percent of companies have intensified their focus on identity over the past year, while nearly half reported that their organization will invest more capital and resources in identity solutions over the coming 12 months.
“Beyond the delivery of personalized communications, accurately identifying individuals reduces wasted ad spend for brands. Marketers can be confident that the audience they are seeking has a genuine interest in their product,” continued Dean. “That means a stronger return on campaign investment, and the reallocation of resources to other priority areas.”
In addition to the new whitepaper, Experian recently launched MarketingConnect, which helps marketers connect offline and online identifiers to create a single customer view, build custom audience segments, implement cross-channel advertising campaigns and measure campaign results — all via a consolidated platform from a single vendor. To learn more about MarketingConnect visit http://www.experian.com/marketing-services/identity-resolution.html
Experian is the world’s 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 – we empower consumers and our clients to manage their data with confidence. We help individuals to take financial control and access financial services, businesses to make smarter decisions and thrive, lenders to lend more responsibly, and organizations to prevent identity fraud and crime.
We have 16,500 people operating across 39 countries and every day we’re investing in new technologies, talented people and innovation to help all our clients maximize every opportunity. We are listed on the London Stock Exchange (EXPN) and are a constituent of the FTSE 100 Index.
Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.
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