Experian Marketing Engine Launches

Jun 26, 2018

As a provider of marketing services and automotive data solutions, Experian launched 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.

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; 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.