Experian Launches On-demand Testing Service for Data Driven Marketing

Customer Lab gives organisations the test-and-learn capabilities and flexibility to prove marketing ROI without any upfront capital expenditure

Experian Launches on-Demand Testing Service for Data Driven Marketing

Customer Lab gives organisations the test-and-learn capabilities and flexibility to prove marketing ROI without any upfront capital expenditure

Hong Kong, 18 November 2009 — Experian®, the global information services company, today launched Customer Lab, a new technology service to enable organisations to rapidly test proof of concepts for new marketing initiatives. Based on Experian's robust marketing data, analytics and platforms, the Customer Lab service offers clients test-and-learn facilities to prove the value of quick-start marketing programmes prior to wider investment.

"The traditional way of converting customer insight into data driven marketing initiatives often requires intensive resources and expertise, which for some organisations in today's climate are hard to come by." said Tim Pullan, Managing Director of Marketing Analytics, Experian Asia Pacific. "Our Customer Lab technology service offers organisations a low-risk, high-return marketing test bed to build confidence and credibility before rolling out their campaigns fully."

Marketing capabilities are fully hosted and managed, allowing organisations to focus on core marketing activities rather than justification for infrastructure expenses. A dedicated team of Experian's Customer Lab's experts specialising in data management, marketing analytics and campaign management provide organisations with an extended marketing team.

Customer Lab offers clients with an on-demand pricing model to provide the flexibility to run test programmes based on their usage needs and business objectives. Organisations only need to pay for the capabilities they need and seamlessly adjust spend as marketing programmes scale or when specific levels of ROI are achieved.

On-demand Marketing Expertise is provided via Customer Lab’s: 

Velocity: The on-demand platform enables organisations to create and assess various marketing scenarios quickly and with very small initial investment.

Results-oriented framework: The Customer Lab ensures even early test projects are revenue-generating and provides visibility into tangible benefits immediately from test activities.

Measurability: The iterative and pragmatic testing approach ensures throughout assessment the measurement of all test activities against pre-defined ROI key performance indicators.

Transforming Cross-sell Capability
Experian’s Customer Lab provides an analytical framework to develop a proof of concept for a wide range of quick-start marketing programmes, including cross-selling and up-selling, sales conversion, and customer acquisition and retention tactics.

The service helps online marketers to enhance cross-sell capabilities by rapidly deploying a set of propensity models to change the best offer recommendation. With Customer Lab, finance and insurance companies are able to predict which customers are most likely to churn and make changes to current customer engagement programmes to proactively retain those customers.

Margaret Lam
VP of Marketing, Asia Pacific
Tel  +852 2839 5276 
Email margaret.lam@hk.experian.com

About Experian
Experian is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to manage their credit relationships and protect against identity theft.

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2009 was $3.9 billion. Experian employs approximately 15,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; Costa Mesa, California; and São Paulo, Brazil.

For more information, visit http://www.experianplc.com

For more information on Experian Asia Pacific, visit http://www.experian.com.hk