Experian Simmons Datastream<Sup>SM</Sup> Launches for Advertising Effectiveness Measurement

Univision Communications and UM sign up for the industry’s first weekly syndicated research service to address marketers’ need to measure advertising performance across media

Experian Simmons DatastreamSM Launches for Advertising Effectiveness Measurement

Univision Communications and UM sign up for the industry’s first weekly syndicated research service to address marketers’ need to measure advertising performance across media

New York, N.Y., Jan. 25, 2010 — Experian® SimmonsSM, The Voice of the American Consumer®, today announced the launch of Experian Simmons DataStreamSM, a service delivering weekly insights into consumer trends to enable advertisers, agencies and media companies to closely monitor market conditions, evaluate advertising effectiveness and demonstrate marketing accountability.

Experian Simmons DataStream is an industry-first syndicated service that allows marketers to measure and evaluate advertising effectiveness by providing weekly tracking of approximately 40,000 consumer variables from the Simmons National Consumer Study, including an extensive range of brands, media properties and consumer attitudes. In addition to weekly tracking, Simmons DataStream also includes two full years of historical data. This new offering expands Experian Marketing Services’ portfolio for delivering best in breed data, analytics and platforms to help marketers target and engage consumers.

“Companies spend a lot of time and money to understand and measure the success of their advertising campaigns or, in the case of media companies, to demonstrate marketing accountability to advertisers,” said Ken Wollenberg, general manager of Experian Simmons. “Until now, the tools available for these analytic applications have been costly and limited in their ability to provide a wide range of competitive brand and media insights. We’re excited to provide our clients with the information they need to make even better marketing decisions leveraging the campaign measurement and detailed tracking capabilities in Experian Simmons DataStream.” 

Major media companies and advertising agencies already have signed on to use Experian Simmons DataStream, including Univision Communications and UM. All will be utilizing the new service to evaluate advertising effectiveness and monitor consumer trends surrounding media and product usage behavior.

“Advertisers continue to scrutinize every aspect of their marketing expenditures and are demanding deeper and more timely information about their target audience’s behavior,” said Ceril Shagrin, executive vice president, Corporate Research, Univision Communications Inc. “Experian Simmons DataStream will offer us a tool that helps demonstrate the value of investing in reaching Hispanic audiences.”

“Experian Simmons DataStream is a brand usage tracker – a new tool – that we are excited about because it can provide continuous and overarching real-time measurement that will power our analytics work and help optimize our strategies on behalf of our clients,” said Huw Griffiths, UM Global Head of Research and ROI.

For more information about Experian Simmons DataStream, visit http://www.ExperianSimmons.com/DataStream.

Matt Tatham
Experian Public Relations
1 212 380 2939 Telephone
matt.tatham@experian.com Email

About Experian Marketing Services
Experian® Marketing Services helps leading marketers turn customers into brand advocates. By focusing on three core areas of excellence – data, platforms and analytics – Experian provides the world’s leading brands with the insight, technology, and expertise they need to effectively target and engage their most profitable customers across the marketing ecosystem. We do this through a full suite of marketing services, including email marketing, addressable advertising, on-demand data enrichment, modelling and analytics, strategic services, and consumer and competitive insights. The Simmons National Consumer Study (NCS) and the Simmons National Hispanic Consumer Study (NHCS) have been chronicling the American consumer for more than 50 years. From the products that all Americans buy and the brands they prefer to their Internet shopping behaviors, attitudes and lifestyles and the media that they use, the Simmons studies survey more than 30,000 American consumers each year to deliver reliable national- and local-level data. In 2006, Experian Simmons was ranked the fastest-growing market research company by Jack Honomichl, the leading market research industry authority. http://www.ExperianSimmons.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 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.

Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein may be the trademarks of their respective owners.