Sydney, Australia, 11 June, 2013 – Marketing and analytics provider Experian has today announced a partnership deal with customer data targeting company, eyeota, creating one of Australia’s most comprehensive portfolios blending online and offline audience data.
By combining Experian’s Mosaic geo-demographic information with online data in eyeota’s consumer data marketplace, marketers have access to the largest online customer data set in the country. The enhanced data will enable brands to connect with their target audience online, based on both online and offline data, in a more efficient and effective manner. The new offering will be known as ‘Mosaic Display’.
“The demand for quality third-party data continues to grow as ad spends via Demand Side Platforms (DSP’s) does the same. The launch of Mosaic branded segments on the eyeota Data Marketplace will provide buyers and marketers with a highly relevant, trusted and accessible set of targeting profiles they can use to reach and engage exactly the right audience,” said Trent Lloyd, Managing Partner, eyeota.
“Brands can feel more confident they are reaching their audience through their advertising because they know the quality of the data is exceptional.”
eyeota’s reach is among the largest in the country ranging between eight and nine million people, half of the Australian internet population. Two years ago, eyeota set out to improve campaign efficiency and effectiveness for advertisers through a more robust management process. eyeota has developed unique algorithms for collecting and defining customer data to ensure its integrity. The partnership with Experian solidifies eyeota’s offering in the market and expands the depth and breadth of the data available to clients across Australia.
“Experian is pleased to partner with eyeota as it means we’re able to provide a complete end-to-end offering, from insights to advertising execution,” said Matt Glasner, General Manager for Experian Marketing Services. “This is the first time clients will be able to link offline demographic profiles to online advertising inventory using a common understanding of their customers’ behaviour.”
eyeota customer Phil Cowlishaw, Head of Technology at Ikon Communications said: “Having access to highly valued and sought after user profiles will not only further validate the online data driven space, but bring incremental budget into the digital ecosystem. Data will shift from being a small proportion of the digital media plan through targeting capability to being front and centre in the planning process.”
“From initial discussions with our clients there is significant interest in using the Experian Mosaic data to validate audience insights to deliver ad targeting. In fact, in early campaign testing we have seen up to a 20 per cent uplift in campaign performance through using Mosaic profiling. I see this partnership as a critical piece of the puzzle to driving the APAC region into the data-driven future.”
eyeota is an audience targeting data and data management technology platform company that helps publishers, agencies and advertisers capture the value of their audience data through advanced customer segmentation, data control and monetization. eyeota operates the leading audience data marketplace platform in Australia, Asia Pacific and across European markets. Visit www.eyeota.com for more information.
Experian is the leading global information services company, providing data and analytical tools to clients around the world. The Group 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 31 March 2013 was US$4.7 billion. Experian employs approximately 17,000 people in 40 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com.
Mosaic is also a global consumer classification tool and is available in 27 major countries. It classifies a billion consumers worldwide, covering a third of the surface area of the Earth and is available in all of the world’s most prosperous economies including North America, Europe and Asia Pacific.