CANNES, France, June 21, 2018 /PRNewswire/ -- As a
recognized leader in marketing services and automotive data
solutions, Experian® is redefining the automotive
marketing space with the launch of Experian Marketing
Engine™ at the Cannes Lions 2018 International Festival of
Creativity. Designed specifically for the automotive industry,
Experian Marketing Engine aims to help automotive marketers better
allocate marketing spend by identifying prospective car buyers more
precisely and delivering content that resonates with them.
With approximately $35 billion
dedicated to U.S. automotive advertising annually, marketers are
challenged with managing myriad data sources and technologies
across different vendors and, most importantly, optimizing return
on every marketing dollar spent. Experian Marketing Engine
addresses these challenges by segmenting and identifying in-market
car buyers, uncovering the most appropriate communications
channels, delivering personalized messages that resonate and
measuring 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.
"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."
Fueled by Experian's existing automotive, identity and marketing
capabilities, 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 so brands can have more meaningful
interactions with prospective car buyers.
"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," added Gray. "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."
To learn more about Experian Marketing Engine and the suite of
products and services, visit
https://www.experian.com/automotive/automotive-marketing-research.html.
About Experian
Experian is the world's leading global information services
company. During life's big moments — from buying a home or a car,
to sending a child to college, to growing a business by connecting
with new customers — we empower consumers and our clients to manage
their data with confidence. We help individuals to take financial
control and access financial services, businesses to make smarter
decisions and thrive, lenders to lend more responsibly, and
organizations to prevent identity fraud and crime.
We have 16,500 people operating across 39 countries and every
day we're investing in new technologies, talented people and
innovation to help all our clients maximize every opportunity. We
are listed on the London Stock Exchange (EXPN) and are a
constituent of the FTSE 100 Index.
Learn more at www.experianplc.com or visit our global content
hub at our global news blog for the latest news and insights from
the Group.
Experian and the Experian marks used herein are trademarks or
registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the
property of their respective owners.
Contacts:
|
|
Kristie
Galvani
|
Jordan
Takeyama
|
Rubenstein Public
Relations
|
Experian Public
Relations
|
1 212 805
3005
|
1 714 830
7561
|
kgalvani@rubensteinpr.com
|
jordan.takeyama@experian.com
|
View original content with
multimedia:http://www.prnewswire.com/news-releases/experian-redefines-marketing-to-help-automotive-brands-better-engage-and-connect-with-car-buyers-300669743.html
SOURCE Experian