Experian Updates Cross-Channel Marketing Platform
New social tools, multivariate testing, and enhanced workflow capabilities round out the offering.
Posted Jul 12, 2013
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Experian Marketing Services, a provider of integrated consumer insights and targeting, data quality, and cross-channel marketing, yesterday released several enhancements to its cross-channel marketing platform to help marketers better execute campaigns across all channels.

The new enhancements include social influencing, cross-channel multivariate testing, and workflow improvements.

The platform's social media tools enable tracking of all social activities, offers, and customer behaviors on social networks right from within the application. Marketers can use this data to precisely identify who key influencers are and leverage the platform's capabilities to send targeted offers that can be shared and defined at an individual level.

Other social enhancements include sentiment analysis to gauge general brand and offer sentiment across social networks, as well as social CRM capabilities to manage opt-in and preferences of social media followers and fans.

Cross-channel multivariate testing helps marketers test message and campaign elements across any channel, including mobile, Web pages, email and social, to optimize messaging and deliver more intelligent and effective interactions.

Usability and workflow enhancements include the following:

  • Enhanced drag-and-drop features to aid in segmentation creation and filter ranking/ordering;
  • A WYSIWYG editor and a reusable library of links for campaign design; and
  • Relational database view features that enable marketers to see data connectors from within the interface.

"With customers interacting and moving so frequently in and out of channels, today's marketers can easily lose control over their marketing programs," said Jeff Hassemer, senior vice president of global product management at Experian Marketing Services, in a statement. "Legacy technology has forced marketers to focus efforts around executing campaigns rather than around what's most important—the customer. Because our cross-channel marketing platform was built from the ground up around the concept that the customer should be the center of a marketer's universe, we're able to develop features and functionality that can quickly translate into exceptional customer experiences at lightning speed — every time."

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