experianExperian has upgraded its Experian Marketing Suite with the addition of new features including addressable advertising and predictive intelligence tools powered by its massive consumer database.

The Experian Marketing Services division says the improved offer will ‘help brands identify and interact with their customers no matter where they are in the world or in the cloud’.

New predictive functionality integrates real-time identity and intelligence data to help optimize campaign performance – brands can compare email subject lines, send times and channels from all their historical email campaigns, across customer segments, to get the most out of future campaigns across channels, and can analyse this by customer segment to tailor different approaches.

In addition, marketers can now use the Suite to act on these and other insights, executing one-to-one advertising campaigns across multiple channels. This ‘addressable advertising functionality’ first finds the best audience based on first-party CRM data, Experian data or a combination of the two; and then brings in a network of direct media publisher partners and onboarding capabilities to find and target this audience, and deliver the promotion.

Source:  Mrweb.com