Two formidable marketing leaders join forces to offer advanced data onboarding to enhance addressable coverage and activation across mobile, display, email and TV
Experian Marketing Services, a recognized leader in data-driven marketing, and Neustar, Inc. (NYSE: NSR), a trusted, neutral provider of real-time information services, today unveiled a new partnership that gives marketers advanced data onboarding solutions that can be used to enhance addressable coverage and expanded activation options across direct match partners in addressable media channels, including mobile, display, email and TV.
Using Neustar’s Omnichannel Onboarding, an industry-leading data onboarding solution, advertisers and marketers have the ability to move beyond simple onboarding of Customer Relationship Management (CRM) audiences to also onboard audience segments derived from transactions, such as point-of-sale data, credit card purchases and more. Neustar’s Omnichannel Onboarding is verified with its authoritative identity platform, which is responsible for collecting, corroborating, and validating consumer and business identities for marketing purposes.
Neustar’s Omnichannel Onboarding now will benefit from integrating with Experian Marketing Services’ new digital data cooperative, as well as Experian’s data quality, matching logic and partnerships across the world’s largest media companies.
The partnership between Experian and Neustar will help marketers address three critical data needs: quality, scale and omnichannel activation.
Omnichannel data assets, accuracy and match rate: Data onboarding engagements are powered by Neustar’s Omnichannel Onboarding and matched with its authoritative identity platform and Experian’s ConsumerViewSM database. With more than 60 years of combined experience sourcing and compiling data, Neustar and Experian are perfectly positioned to help brands avoid the consequences of poor data quality.
Omnichannel scale: Both companies will utilize the many strategic partnerships they have with direct publishers, monetization platforms and email partners. They will also utilize Experian’s digital data exchange cooperative, which will allow clients to maximize customer reach across digital touch-points while ensuring the highest level of privacy and transparency. The new service will be a two-pronged approach to building their addressable cookie and mobile identity pool by pursuing both paid relationships and proprietary co-op data.
Omnichannel activation: The partnership will give marketers the holistic solution to seamlessly activate their best first-, second- or third-party data across multiple channels and devices.
Additionally, the partnership enables marketers to leverage joint capabilities from marketing platforms from either Experian or Neustar to achieve more accurate targeting, less media dollar waste and a better consumer experience.
The Experian Marketing Suite is a cloud-based marketing platform that brings together Experian’s customer recognition and linkage technology, consumer database, analytics and interactions-management technology. Experian® recently received industry recognition by a leading ratings firm for high performance in both cross-channel campaign management and enterprise marketing software suites.
Neustar PlatformOne™ is an integrated marketing platform that enables advertisers to deliver precision marketing across various marketing activities. Powered by Neustar’s authoritative identity, PlatformOne provides a single, unbiased and accurate view of customers and prospects to improve conversion rates, optimize spend and ultimately increase sales.
Source: Experian Press Release
