Experian is aiming for a slice of the “always-on” generation by unveiling a new global cross-channel marketing platform, which it claims will give marketers the ability to develop and optimise real-time, full service marketing campaigns across any channel.
Designed to exploit the emergence of the “connected consumer”, the scheme enables marketers to integrate real-time data and customer insight, optimise this insight to create meaningful customer conversations and then interact with customers across email, mobile, social, web, display and print. Key features of the platform include:
· Real-time and actionable data — This feature enables marketers to obtain a true, panoramic customer view, integrating data from virtually any source (including first-party and third-party data) and channel into a central repository for more effective targeting, triggering and personalisation of marketing campaigns across all channels. Brands can also layer customer data with deep consumer insights to gain a true, panoramic view of their customers.
· Cross-channel campaign management — The platform provides a central location for marketers to plan, manage, execute and optimise all campaigns across channels, enabling them to focus less on logistics and more on delivering consistent and coordinated marketing messages to their customers as they naturally move seamlessly in and out of channels.
· Intelligent customer interaction management — Marketers will be able to trigger highly optimised, personalised and coordinated messages across channels based on customers’ real-time actions and responses to campaigns. All messages are created and delivered directly from the same platform, ensuring that customer response behaviour is immediately captured and accessible to drive even greater relevancy in subsequent interactions.
Experian Marketing Services managing director Nigel Wilson commented: “In this always connected consumer environment, it’s critical for marketers to create a seamless brand experience across all channels, online and offline. This new Cross-Channel Marketing Platform draws on Experian’s expertise in building scalable and reliable marketing technology to transform how brands interact and connect with their customers. Our clients will be able to handle the growing complexities and speed required to effectively engage with their customers, understanding who their best customers are, finding more of them and building lasting customer relationships.”