Schaumburg, Ill., Oct. 19, 2009 — Identifying the most appropriate target audience is the first step for marketers who want to reach the right consumers with their products and services, according to Experian. Knowing which consumers have discretionary dollars to spend and reaching those who are most likely to spend is key when it comes to closing the sale.
Consumers who appear nearly identical in terms of demographics actually may vary widely when it comes to discretionary spending. Traditionally, marketers have used income, net worth and income-producing assets to enhance their consumer targeting efforts. While beneficial, these data elements provide insight only into spending capacity, not how much actually is being spent.
“Identifying customers who not only have the means to spend on discretionary items, but who also are actually spending is the key to aligning offers for products and services to a segment that has the propensity to make a purchase,” said Rick Erwin, president of Marketing Services Data Division at Experian. “It’s another layer of understanding that marketers can apply to their target. With each added data point comes a more clear picture and an ultimate understanding of a customer’s behaviors and actions.”
Discretionary Spend Estimate provides insight about household spending on items such as tobacco, alcohol, education, reading, personal care, apparel, dining out, donations, household furniture and numerous forms of entertainment.
Discretionary Spend Estimate is not just for marketers promoting high-end or high- priced goods and services. It’s a unique way for all types of companies to identify and target their best prospects and existing customers — even those whose targets may have low or low to mid levels of discretionary spending.
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 check their credit report and credit score 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 March 31, 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.
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