Experian 2012 Annual Report Download - page 16

14 Experian Annual Report 2012 Business overview
Marketing Services provides data and
segmentation tools to help organisations
increase customer revenue and loyalty
and to communicate effectively with
consumers across multiple channels.
Description
Experian is a global leader in targeted
marketing, providing Marketing Services
in some 30 countries. Experian helps
clients to develop effective marketing
campaigns to identify their best customers,
understand their motivations and to find
new, similar customers to whom they
then market their products. Experian
accomplishes this by helping marketers
to profile, segment and target consumers
and to deliver their marketing messages
through various channels.
Marketing Services maintains some of the
world’s largest databases of marketing
information on consumers. Consumer
profiles include data from many sources,
including market surveys, postal addresses,
electoral registers, internet service providers
and magazine subscription data. Data
is often augmented with a client’s own
proprietary data and aggregated according to
the client’s needs.
Globally, Experian holds demographic data
on more than 500 million individuals in
250 million households and online behaviour
data on 25 million internet users across
5 million websites.
This rich source of information provides
marketers with exceptional insight into
customers and prospects by classifying
consumers according to their circumstances
and preferences. Segmentation can be
by geographic location, demographics,
purchasing behaviours or media preferences.
Experian segments more than 2.2 billion
consumers in over 28 countries.
Experian helps clients to execute their
marketing campaigns, develop their
messaging, and directly target advertising to
a consumer according to their preferences.
Targeted marketing and advertising may
be delivered via traditional channels such
as direct mail, or increasingly via newer
channels such as email, television, social,
internet display and mobile devices.
Clients
Experian has a Marketing Services presence
in some of the largest economies around
the world, including Australia, Brazil, China,
France, Germany, Japan, the UK and the
US, allowing it to service large regional and
multinational businesses. Clients include
financial services, retail, media, automotive
and the public sector.
Financial characteristics
Revenue from Marketing Services is derived
in a variety of ways, including transactional
volume-tiered charges, data licences and
subscription fees.
Competitive environment
With the growth of new digital channels the
competitive environment for Experian has
evolved. Competitors include traditional
providers such as Acxiom and Epsilon,
agencies, such as WPP or Omnicom, and
online publishers. Experian’s competitive
distinction lies in its global reach, the depth
of our data assets, expertise in targeted
marketing, our extensive platforms and our
position as a trusted, neutral third party.
Market influences
Digital channels are changing consumers’
habits. Consumers are increasingly
purchasing via on-line, mobile and social
channels, they expect quick response times
and personalised, relevant offers. This is
driving a greater need for real-time data
and analytics to facilitate better targeting
and multi-channel delivery. Companies are
now requiring more and more customised,
portable and global campaigns, where
the marketing message is personalised
to individuals, using online, real-time
communication channels.
Our four global business lines
Marketing Services
21%
Contribution to Group revenue