Experian launches 'pay as you go' marketing database

Source: Experian

Experian® today launched Experian Fusion – a hosted marketing database solution harnessing ClarityBlue’s marketing technology and Experian’s full range of marketing data assets. Experian Fusion is the first major direct marketing solution to be jointly designed and developed by the two companies since Experian’s acquisition of ClarityBlue in January 2006.

Using the software as a service (SaaS) delivery model, Experian Fusion enables financial services companies to have fast and cost-effective access to customer insight tools, a cleansed consumer universe and a full campaign history - all on a single, easy to use platform.

Experian Fusion's integrated end-to-end process has shown to deliver a 30 per cent reduction in campaign deployment timescales during client testing.

Designed for financial services companies making up to 10m contacts a year through multiple channels, Experian Fusion provides users with a 'marketing ready' database without cost of ownership overheads. Experian Fusion operates on a pay as you go pricing model to drive down cost per acquisition (CPA). Users are charged only for the data they extract and deploy - helping to reduce CPA by as much as 15 per cent by eliminating duplicate processing waste. (Based on client trials conducted June to September 2006)

Elements, ClarityBlue's integrated direct marketing platform technology, sits at the heart of Experian Fusion. ClarityBlue's software powers the hosted solution, delivering rapid data segmentation and selection, through to comprehensive campaign management including measurement, analytics and reporting.

Experian Fusion is available exclusively from Experian's Marketing Services division and is available on self-serve and fully-managed service platforms, or a combination of both. Financial services companies simply load their own data for analysis, data cleansing, suppression and campaign management. The data is securely uploaded, cleansed, keyed, de-duped and matched against a prospect pool covering the entire UK adult population - built using National Canvasse, Experian's version of the edited Electoral Roll, and containing over 300 targeting variables.

To ensure an up-to-date consumer marketing universe is available around the clock as new suppression and preference data becomes available, it is automatiatis automatically loaded on to the Experian Fusion platform. Together with up-to-the-minute campaign histories, users can quickly create campaigns at any time of day without the risks of data decay impeding performance.

Chris Savage, Managing Director of Experian's Marketing Services division, explains: "If you take a look at 'traditional' marketing database solutions, organisations making up to 10 million contacts a year are, more often than not, faced with the difficult balancing act of trying to manage multiple suppliers whilst, at the same time, attempting to drive down CPA rates and achieve rapid campaign deployment.

"Experian Fusion has been developed to deal with these complexities, because life should be easier for marketers. In today's overcrowded database market, Experian Fusion is a real departure from the norm by enabling campaigns to be run on an 'as and when' basis without upfront investment."

Duncan Painter, CEO of ClarityBlue, an Experian company, adds: "Experian Fusion delivers ClarityBlue's technology to a completely new audience - medium volume mailers. Its launch demonstrates precisely why we chose Experian as our parent company - using the combination of our people, processes and technologies to greatly enhance companies' marketing capabilities."

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