Experian redefines marketing to help automotive brands better engage and connect with car buyers

Experian redefines marketing to help automotive brands better engage and connect with car buyers

New solution lets automotive marketers identify potential customers more precisely and have more meaningful interactions

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 Engineâ„¢ 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.

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SOURCE Experian