Home SMART 100 2015 Experian

Experian [SMART 100, 2015]

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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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1. THE BEGINNING

This innovation initially came to life when…

Over the past three decades, data has been critical in everyone’s business. However in the last five years Data has exploded; the number of data points we have on customers and their interactions is astronomical. While this is fact, the other fact is that businesses do not know how to use this data in their current marketing efforts. Solving this problem has been our challenge. We have successfully joined two complex worlds into one. Now the product is not about storing complex data, more so an algorithm that uses the data, to increase relevancy in marketing communications.

2. WHAT & HOW

The purpose of this innovation is to…

Increase engagement through day-to-day marketing campaigns, drive higher conversion rates and larger average purchases regardless of channel.

It does this by…

…storing large arrays of data in one system from mission-critical platforms from across your business. (Data includes POS, Analytics, FootTraffic, Campaign History, Loyalty.) By having this information in one platform and then having the ability to compute a mathematical algorithm (which we call the Relevancy Algorithm) you are able to predictably place content with accuracy like never before.

3. PURPOSE & BENEFITS

This innovation improves on what came before because…

There are three main challenges that face businesses today, which this problem solves. Complex Data is hard to manage and utilise; this solution is a turnkey solution for this. Stagnate engagement rates; this solution is a turnkey mathematical solution which enhances existing marketing efforts with results up to 30 times the revenue compared to an existing segment-driven campaign.

Its various benefits to the customer/end-user include…

…reduce time to create complex campaigns; don’t need to remove content, just prioritise based on complex data rules (automatically calculated by the system); utilise data which is not used today to increase engagement and revenue.

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4. COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

Historically, this type of machine learning and complex mathematical capability was created in purpose-built solutions, which then outputted scored in which to use. The challenge was then to use the outdated scored and build campaigns. We have merged two worlds, and now enable complex system learning to be used in real time with marketing campaigns. Complex solutions, made easy.

Its predecessors/competitors include…

IBM, UNICA, ALTERYX, SQL, Terra Data, other database solutions.

5. TARGET MARKET

It is made for…

…retail, travel and daily deals.

It is available for sale through…

…the Experian Marketing Suite, a platform designed to merge complex solutions into an easy-to-use interface similar to Mail Chimp, in the email world.

Our marketing strategy is to…

Direct Sales Teams. Analyst Reports, Industry Events and Internal Events. Designed to educate people on the success that is achievable when you utilise the data you have at your fingertips.

FINE PRINT: This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.

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