• June 22, 2018

Experian Launches Experian Marketing Engine

Experian has launched Experian Marketing Engine. Designed specifically for the automotive industry, Experian Marketing Engine aims to help marketers identify prospective car buyers more precisely and delivering content that resonates with them.

Experian Marketing Engine segments and identifies in-market car buyers, uncovers the most appropriate communications channels for each, delivers personalized messages that resonate, and then measures campaign effectiveness.

"With continued fluctuations in new vehicle sales attributed to a host of reasons, such as increased gas prices and high vehicle costs, automotive brands need to find ways to make vehicle ownership more appealing to consumers," said John Gray, Experian's president of automotive, in a statement. "Experian Marketing Engine helps automotive marketers use data and technology to make better decisions, find potential car buyers, and deliver relevant advertisements, ultimately leading to more consumers heading into dealerships."

Experian Marketing Engine helps connect online and offline identities; identify highly specific, in-market automotive audiences; distribute omnichannel campaigns across numerous media destinations; and track campaign performance based on actual sales results. It leverages automotive-specific insights, including vehicle purchase behaviors, ownership data, and automotive equity, and combines them with marketing data like demographics, purchasing habits, and lifestyle interests.

"People base their car-buying decisions on different criteria than they did in the past. So, the way brands market to individuals needs to evolve," Gray said. "By looking at data differently, auto brands can uncover hidden opportunities, make more informed decisions, and reach car buyers on a more personal level. For example, a campaign can more easily tell a personalized, consistent story to a potential in-market car shopper across multiple channels, including mobile, email, digital, and addressable TV."

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