Digital Audience Solutions
Experian offers a variety of solutions to help you deliver effective and sophisticated digital advertising campaigns. Including Standard Audiences, Custom Audiences and first party data on-boarding. We have powered successful campaigns for clients of different sizes, from start-ups to large multi-national businesses. A thorough understanding of data, and an expert knowledge of the unique characteristics of the digital media space, enable us to deliver consistent performance at scale for a broad variety of clients.
What is data linkage?
In marketing, ‘linkage’ means connecting data from different online (or digital) and offline sources in order to identify an individual, household, location or device. It’s about bringing fragmented information into a consistent view of our clients’ customers so that they can understand your needs better. The benefit to you is that if a brand or organisation can identify you consistently across all the channels through which you engage with them (for example by email, through a website and even by post), they can try to ensure the offers and services marketed to you are relevant and consistent across all these channels, providing you with a better overall experience.
Increasingly, our linkage services are enabling organisations to support their more traditional offline marketing such as postal direct mail with digital marketing communications across email, social media, TV and video.
How does it work?
Our linkage database contains various ways of identifying an individual or the household or area in which they live — such as name, postal address, email address, location, device ID or IP address.
With this database we can connect online digital identifiers with our offline demographic, attribute, segmentation and modelled data, enabling insight to be applied. For example, creating a relevant audience for a digital marketing campaign where the publisher or social media platform has the appropriate permission to send marketing communications to you.
Linkage also allows organisations to create a single view of their customers, so they can communicate consistently and provide a better customer experience across all the channels through which you might engage with them. For example, this helps organisations to identify where devices are linked in order for them to communicate with these devices consistently.