Audience Data Sessions: Q&A with Experian ANZ

Our Australian taxonomy is made up of audience descriptors covering demographic, geographic, interest, behaviour, capability, and intent signals. Employing next generation Machine Learning models to intelligently segment the population at a household level, these audiences can be linked to digital channels using our extensive linkage data spine including all major digital identifiers.

Our audiences are available in over 60 digital destinations, enabling brands to run truly omnichannel campaigns with holistic audience strategies across the digital ecosystem.

Eyeota has been one of our major audience onboarding partners for many years.

Eyeota’s breadth of partnerships and strong presence in the market enables us to make our audiences available across the digital ecosystem. This ensures our clients can access consistent audience segments across the platforms they are already using for marketing and gives us greater exposure across a broader range of businesses.

Can you discuss the importance of audience data in today’s digital advertising landscape?

In today’s world, brands have ever increasing amounts of data relating to their customers and prospects. Meanwhile, consumers are expecting a whole lot more from the reputable brands they interact with. Obtaining cut through and grabbing a person’s attention is the hardest it has ever been.

This is why understanding your digital audience, and how you’re able to reach them has become the holy grail.

If that doesn’t illustrate the challenge brands are facing, consider:

• Consumers are using more digital platforms than ever before
• Consumers are exposed to an ever-increasing number of Ads, thousands in a day
• Consumers are having to tighten their spending as the cost of living continues to rise, re-evaluating what they buy, when, and from which brands.
• Lastly, the Advertiser has increasing pressure to show a greater ROI.

So how does an Advertiser navigate this kind of environment?

By ensuring relevance across all key criteria; with the right messaging being delivered, at the right time, on the right platform, and most importantly to the right recipient.There’s no point meeting half the criteria and then having a communication that falls short on relevant messaging.

This is how Experian’s Marketing Services can help you to navigate the challenging environment and deliver an increased ROI on your Marketing spend.

From understanding your current and potential customers, appropriately and responsibly segmenting them, activating these audiences across channels and measuring the success of your campaigns, data plays a crucial role in all areas of marketing.

Reach out to our Audience Specialists at the Data Desk