• October 10, 2014

Experian Marketing Services Launches Marketing Sophistication Curve

Experian Marketing Services, a provider of data-driven marketing, has expanded its strategic, cross-channel consulting offerings to help organizations increase the sophistication and effectiveness of their marketing programs.

The new program, which offers marketers strategic guidance around common marketing pain points, is designed to help them progress up Experian’s Marketing Sophistication Curve. The curve is a framework and road map that allows organizations to assess the state of their marketing operations and identify the steps necessary for creating individualized marketing experiences around the customer.

"Recognizing the need to change and knowing how to make that happen are two entirely different things," said Matt Seeley, president of Experian Marketing Services, North America, in a statement. "While the industry is exploding with marketing clouds and automation technology, most organizations have unique challenges that off-the-shelf software doesn't address. Experian's Marketing Sophistication Curve offers marketers help with the first critical step in that process: an understanding of where you are today and what you need to do tomorrow." 

Experian Marketing Services is offering marketers a free online assessment to identify where they fall on the curve on its Web site: http://ex.pn/1nXGpjq

Experian’s Marketing Sophistication Curve outlines the following four primary phases of marketing sophistication:

  • Phase I: Single-Channel Optimization — Brands at this stage seek new sources of data and analytical approaches to do more with existing programs and tools. They struggle to achieve a higher performance from data-driven campaigns.
  • Phase II: Multichannel Marketing — Organizations at this stage engage customers across multiple channels but seek greater consistency. They struggle to incorporate newer channels, like mobile, into their messaging strategy.
  • Phase III: Cross-Channel Marketing — The marketing organization at this stage implements cross-channel marketing programs but struggles to organize data and target campaign content around customers easily, consistently and in useful time frames.
  • Phase IV: Cross-Channel Optimization — This is the apex of modern marketing, where customer context, location, and timing merge with every imaginable form of customer data to create a single, shared, and immediate view of the customer across all channels.

Experian Marketing Services' new cross-channel consulting program offers marketers a set of new bundled offerings around three common pain points that must be addressed as marketers move from one phase of the curve to the next: acquisition, growth and retention, and win-back.

"As new technologies and channels are introduced, consumer behavior changes, and in return how we assess and approach these traditional marketing issues needs to evolve," Seeley added. "The curve's framework and the addition of the new strategic consulting bundles to our existing portfolio are part of our long-term commitment to be both a superior marketing technology provider and a strategic partner for leading marketers around the world."

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