Audience Data Sessions: Q&A with Experian UK

Can you introduce yourself and your audience solutions?

Hi, I’m Ian Coupland and I’m leading the Partnership Enablement function at Experian in the UK. Experian is the world’s leading global information services company. During life’s big moments – from buying a home or a car, to sending a child to college, to growing a business by connecting with new customers – we empower consumers and our clients to manage their data with confidence.

We have a long history of providing quality data to advertisers and brands. Our Mosaic suite of products has been leading the market for over 30 years and is trusted and used by 1000s of organisations to gain valuable audience insights and launch highly targeted campaigns to trusted personas.

Why have you partnered with Eyeota?

Experian have been in partnership with Eyeota since 2013. With Experian’s breadth of data audiences and Eyeota’s onboarding capabilities into hundreds of destinations, our partnership enables advertisers to reach thousands of targeted audiences at scale across our key markets. Eyeota bridges the gap for our offline clients into digital, giving broad scale and reach without losing signal accuracy.

In which markets do you operate?

We operate in in over 80 markets globally with our WorldView data, giving consistent segmentation and demographic data. Our major markets for consumer data in the advertising ecosystem are the US, UK, Australia and Brazil and with Eyeota we operate across 34 markets currently and are launching soon in Argentina, Mexico and South Africa to take it to a total of 37.

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

With the move away from cookies and a desire to ensure the right audience is shown the right message, third party audience insights are essential to the modern-day digital advertising strategy. Experian’s audiences cover 100s of audiences with 1000s of data points enable the right selection of audience and scale to create the desired outcomes for your digital marketing campaigns. With marketing budgets under scrutiny, using combinations of off the shelf audiences or custom audiences based on our offline and online datapoints can ensure omnichannel campaigns are executed with minimal wastage.  

How can businesses leverage data to improve advertising strategies?​

Data can help businesses achieve more from their marketing and optmise their advertising strategies by following these simple rules:

Understand

Gaining a deep understanding of your existing customers and prospects will allow you to better engage with them by delivering the right messages in the right channels. A deeper understanding can help you achieve better ROI on your advertising spend.

Find

Once you understand your existing customer profiles, you need to consider the best channels to invest your marketing budget in to maximise your ROI. Cross-channel strategy and planning that evolves around the images and personas of your ideal customer can boost marketing returns.

Activate

Learn how to create marketing campaigns that have the impact to attract new customers and ensure your audiences receive the right messages, in the right channels, in the right locations at the right time. With optimised campaigns, you can achieve the best ongoing outcomes for your advertising budget.  

With Eyeota and Experian working together, advertisers can Understand, Find and Activate against their target audiences using the right data in the right channels in the right location.

Reach out to our Audience Specialists at the Data Desk