Experian deal boosts online data

Experian Marketing Services has struck a deal with online data collection firm Research Now, in a move which is designed to give marketers deeper insights into what is driving consumers’ online behaviour.
The global alliance, running across the UK, US, Canada and Australia, will offer brand owners greater understanding of customers’ path to purchase by linking online behaviour to surveys which capture offline activities, influences, motivations and purchases.
These insights show where consumers in a brand’s category begin the shopping process, the offers and exposure events that trigger a purchase, the competing products and brands consumers are considering at each phase of the purchase process, and more, says Experian.
By understanding the consumer purchase journey, marketers and their agencies can optimise their engagement and targeting of consumers throughout their purchase journey.
“The combination of Research Now’s high-quality consumer panel and on-demand survey capabilities with our in-depth understanding of online consumer behaviour will provide forward-thinking marketers with the actionable insights they need to drive successful consumer interactions,” said Simon Bradstock, general manager, consumer insights at Experian Marketing Services.
“The team brings a powerful new capability to the market and closes a gap in helping brands understand how consumers use multiple channels during their purchase journey.”