Experian Marketing Services Brings a Scientific Solution to Asia Pacific Marketers for Precise and Measurable Marketing

End-to-end marketing capability delivers high ROI across multichannel environments

Experian® Marketing Services Brings a Scientific Solution to Asia Pacific Marketers for Precise and Measurable Marketing

End-to-end marketing capability delivers high ROI across multichannel environments

Hong Kong, February 26, 2009  — Experian®, a global information services company, today announced the launch of its complete Marketing Services offering across Asia Pacific.  Its new end-to-end marketing service will enable businesses to better understand and communicate with their customers while measuring campaign results quickly and more effectively.

“Today’s tough economy poses a very dynamic and interesting challenge to marketers. Consumers are weary of too many marketing interactions and demand more personalised communications. Meanwhile, marketers are under increased pressure to account for their spend,” said Glenn Parker, Managing Director of Experian’s Marketing Services division, Asia Pacific at Experian.

“The Experian Marketing Services suite delivers critical insights into customers’ behaviors and spending habits. These insights enable marketers to implement more targeted, more measurable and speedy multichannel marketing initiatives; driving improved lead conversion with increased ROI.  Businesses need to wake up to smart marketing. We play a vital role in this revolution by converting data into dollars,” Parker added.

Experian’s Marketing Services offering can be applied across all direct marketing channels, online and mobile platforms and provides marketers with critical information to help them make a better decision on their campaigns. The enhancement of decision-making will have a beneficial effect on improving customer acquisition, marketing resources reallocation, cross-selling and up-selling tactics, as well as reducing customer churn and acquisition costs.

Data and analytics insight:
Data and analytics insight is at the heart of the Experian Marketing Services suite. Key capabilities include: 

  • Access to a complete marketing data ’universe’: access to complete demographic, behavioural, lifestyle and transactional information enables businesses to identify profitable prospects and the best locations to interact with them; 
  • Customer segmentation and modelling: customers and prospects are segmented based on a high-level profile from demographic attributes and purchasing behavior to product choices and media preferences, as well as prioritised by predictive modelling to identify the most qualified targets; 
  • Contact data management: name and address standardisation, data hygiene and customer data integration improve data integrity, optimise direct mailing effectiveness.

 Precision communications: 

Using this insight, Experian’s Marketing Services suite helps organisations to create and execute targeted communication strategies using the right channel, at the right time and to the right audience. This is achieved by: 

  • Fact-based contact strategies: analytics, modelling, consulting, as well as a test and optimise approach to help businesses match the best message, offer, media and timing for their communication programmes to optimise results; 
  • Digital marketing services: feature-rich e-mail, online, SMS and MMS mobile marketing capabilities deliver permission-based communications that are highly relevant and as individualised as the customers; 
  • Database and campaign management: organisations are able to manage both online and offline campaigns by using database and campaign management solutions including campaign selection, execution and measurement. 

The Experian Marketing Services suite provides tools to enable marketers to gain visibility of each marketing campaign’s performance. Key measurement tools include: 

  • Multichannel response analysis: an integrated view of the performance of all direct marketing campaigns to help marketers optimise their marketing mix; 
  • Email campaign performance monitoring: opens, click-through and conversion metrics measure the true value of email campaigns; 
  • Online competitive intelligence: online usage, search behaviour and click-stream analysis allow organisations to benchmark their online success against competitors; 
  • In-store traffic management: monitoring the change in visitor numbers helps facilitate leasing decisions, balance store staffing demands, attract more customers and benchmark performance.

The Experian Marketing Services suite leverages Experian’s 30-year experience in database marketing with expertise to develop data-driven programmes for different vertical markets. Their speed of service delivery is unprecedented, and made possible by a dedicated team of over 800 consultants, campaign planners, project managers and developers in Asia Pacific, and thousands of specialists around the globe.

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

About Experian plc

Experian is a global leader in providing information, analytical and marketing services to organisations and consumers to help manage the risk and reward of commercial and financial decisions.

Combining its unique information tools and deep understanding of individuals, markets and economies, Experian partners with organisations around the world to establish and strengthen customer relationships and provide their businesses with competitive advantage.

For consumers, Experian delivers critical information that enables them to make financial and purchasing decisions with greater control and confidence. Clients include organisations from financial services, retail and catalogue, telecommunications, utilities, media, insurance, automotive, leisure, e-commerce, manufacturing, property and government sectors. 

Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index.  Experian has corporate headquarters in Dublin, Ireland and has operational headquarters in Costa Mesa, California and Nottingham, UK.  The Group employs approximately 15,500 people in 38 countries worldwide, supporting clients in over 65 countries around the world. Revenue for the year ended 31 March 2008 was $4bn.

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

The word ‘Experian’ is a registered trademark in the EU and other countries and is owned by Experian Ltd. and/or its associated companies.