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xx Experian Annual Report 2011
8
Marketing Services uses data-driven
predictive insights about consumer
behaviour and channel preferences to
help organisations increase customer
revenue and loyalty.
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 and then engage them.
Experian accomplishes this by helping
marketers to profile, segment and
target consumers and to deliver their
marketing messages through various
channels.
Marketing Services has developed and
maintains one of the world’s largest
databases of marketing information.
This rich source of information
provides marketers with exceptional
insight into customers and prospects
by classifying consumers according to
their circumstances and preferences.
Consumers are segmented according
to their geographic location,
demographics, purchasing behaviours
and media preferences. Data is
collected from numerous third party
sources and aggregated according
to the needs of the client. Experian
also helps clients manage their own
marketing data.
Globally, Experian holds demographic
data on more than 500 million
individuals in 260 million households
and online behaviour data on 25 million
internet users across five million
websites, and has segmented more
than 2.3 billion consumers in over 30
countries.
Experian helps clients to execute
their marketing campaigns via
traditional channels like direct mail,
or increasingly via newer channels
such as email marketing, television,
internet and mobile devices, or using a
combination of these.
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
media and retail clients.
Financial characteristics
Revenue from Marketing Services is
derived in a variety of ways, including
transactional volume-tiered charges,
data licence and subscription fees.
In the US, large marketing competitors
for traditional direct marketing services
include Acxiom, Harte-Hanks and
specialist providers such as Alliance
Data. Competition elsewhere tends to
be fragmented and specialised.
Marketing
Services
Business model
Competitive environment
Marketing Services
Market influences
Marketing Services
The shift from traditional to targeted
digital marketing is accelerating
and this is driving a greater need for
real-time data and analytics. Global
companies are requiring customised,
portable and global campaigns, where
the marketing message is personalised
to individuals, using online, real-time
communication channels.
Contribution to
Group revenue
19%