Experian provides various data services which support organisations in their marketing activities. To varying extents, the creation and provision of these services by Experian to our clients relies on the use of personal data.
Our marketing services can be categorised broadly as follows:
We provide contact data to organisations for marketing purposes. The channels through which we enable our clients to market to you include postal, email and digital marketing. Experian provides landline or mobile numbers to organisations for the purposes of telemarketing or SMS marketing.
If you would like to object to your personal data being used by Experian clients for prospecting services, you can opt-out the steps described on our Consumer Opt out page.
A ‘segmentation’ is a way of describing a large set of people, households, and areas by dividing them into smaller groups that have similar or related characteristics - while maximising the difference between these groups.
Nearly every organisation in NZ uses segmentation techniques in some form or other allowing them to communicate with individual groups more appropriately.
Increasingly, we use data to help our clients define segments for digital marketing, where brands are looking to place relevant advertising and marketing communication with Experian partners who sell advertising space online.
Experian’s segmentation products, of which the most widely used is Mosaic, are quite simple in concept.
In the case of Mosaic segmentation, we take anonymised and aggregate data from a variety of compliant sources and use statistical techniques to create a series of “types” that are likely to contain households with similar demographics, lifestyles and behaviours.
When the solution is finalised, those types are assigned to every household and postcode in NZ, and can be used to:
None of the data inputs can be linked back to individual households or postcode areas – it is only the Mosaic type that is assigned and thousands of NZ adults belong to each Mosaic type.
Once the Mosaic types have been created, we provide the types with names (e.g. ‘C10 – Power Couples’), and rich descriptions to describe the likely characteristics of the households or postcodes falling within them.
Our clients in the commercial world use these types or segments to understand the likely characteristics of their existing customers to ensure they are communicating relevantly to them or to find potential new customers who fall into the Mosaic types in which their existing customer are concentrated. Outside of the commercial world, the emergency services use segmentation to identify the types who are most at risk from crime or fires and public service organisations use it to direct resource to the most appropriate groups of the population.
Experian modelled data provides extensive insight on NZ individuals, households and geographic locations; allowing marketers to enrich data they have lawfully obtained in order to provide improved consumer outcomes, and where permission to contact the individual is obtained by the organisation by nature of the individual being an opted-in customer.
Experian uses anonymised data sources, including market research surveys to build these attributes and models (‘propensities’) using statistical techniques. In the case of marketing research data, this represents aggregated responses to surveys, and is anonymised before use – similar responses are grouped together and aggregated so that individual respondents cannot be identified from the data.
We extrapolate the model across NZ population and the resulting models indicate the likelihood that an individual, household or geographic area exhibits certain characteristics and behaviours. For example, the likelihood of an individual being a short break holiday traveller, or the likelihood an area has lots of people who might like to hear about a new restaurant opening.
Any model cannot be a measure of absolute certainty but rather provides insight to our clients around what offers or services might be most relevant to the group they are communicating with.
Experian offers a variety of solutions to help you deliver effective and sophisticated digital advertising campaigns. Including Standard Audiences, Custom Audiences and first party data on-boarding. We have powered successful campaigns for clients of different sizes, from start-ups to large multi-national businesses. A thorough understanding of data, and an expert knowledge of the unique characteristics of the digital media space, enable us to deliver consistent performance at scale for a broad variety of clients.
In marketing, ‘linkage’ means connecting data from different online (or digital) and offline sources in order to identify an individual, household, location or device. It’s about bringing fragmented information into a consistent view of our clients’ customers so that they can understand your needs better. The benefit to you is that if a brand or organisation can identify you consistently across all the channels through which you engage with them (for example by email, through a website and even by post), they can try to ensure the offers and services marketed to you are relevant and consistent across all these channels, providing you with a better overall experience.
Increasingly, our linkage services are enabling organisations to support their more traditional offline marketing such as postal direct mail with digital marketing communications across email, social media, TV and video.
Our linkage database contains various ways of identifying an individual or the household or area in which they live — such as name, postal address, email address, location, device ID or IP address.
With this database we can connect online digital identifiers with our offline demographic, attribute, segmentation and modelled data, enabling insight to be applied. For example, creating a relevant audience for a digital marketing campaign where the publisher or social media platform has the appropriate permission to send marketing communications to you.
Linkage also allows organisations to create a single view of their customers, so they can communicate consistently and provide a better customer experience across all the channels through which you might engage with them. For example, this helps organisations to identify where devices are linked in order for them to communicate with these devices consistently.
We work with organisations who share their customer data with Experian where they have permission to do so; in order for Experian to analyse and determine the likely characteristics of their customers, helping to inform their own marketing activities such as direct marketing and location planning.
We undertake custom analytics projects for clients using a range of data that we process – personal data, anonymised individual level data and aggregated data (often relating to geographical areas). Wherever possible, we anonymise personal data so data is not personally identifiable during the analytics work. Examples of the projects we undertake include location planning for retailers or developing customised segmentations using a client’s own customer data.