NEW YORK, Sept 12, 2011 /PRNewswire/ -- As today's marketers continue to struggle with accurate channel measurement and attribution while looking for the greatest return, Experian Marketing Services is introducing Response Attribution, an all-new solution that provides more accurate and timely reporting on key marketing activities across multiple marketing platforms.
"The greatest challenge we see among clients is the ability to accurately determine which channels are motivating and driving customers," said Jeff Hassemer, vice president of Product Strategy for Experian Marketing Services. "Those responsible for tracking program success and allocating marketing dollars accordingly will now have the ability to see, with great precision, which channels are performing the highest."
The four distinct methodologies for customized measurement and reporting include:
- Direct Single Channel Attribution — allows organizations to accurately identify relationships between your promotional or delivery channel and response
- Inferred Attribution — quantifies which campaigns are driving the highest returns on response and sales within marketing channels
- Fractional Attribution — designed to bring the marketing ecosystem into view to help marketers realize the positive impact accurate measurement can have on future marketing decisions
- Touch-Point Attribution — analyzes marketing programs and determines appropriate contribution while focusing on incremental impact of each touch-point
"Without proper tracking mechanisms, companies typically lose or cannot account for all of the effects of marketing campaign dollars," said Hassemer. "Marketers need to understand how their channels are influencing different customers in order to determine their effectiveness as well as understanding how potential and current customers will interact with your company."
To learn more about how to improve campaign attribution, visit Experian Marketing Services' Response Attribution.
About Experian Marketing Services
Experian Marketing Services delivers best-in-breed data, analytics and platforms into multiple regions around the globe. It is focused on helping marketers more effectively target and engage their best customers through email, digital advertising, customer data management, customer and competitive insight, data enrichment and list rental, modeling and analytics, and strategic consulting. Through these capabilities, Experian Marketing Services enables organizations to encourage brand advocacy, create measurable return on investment and significantly improve the lifetime value of their customers.
Experian® is the leading global information services company, providing data and analytical tools to clients in more than 80 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.
Experian plc is listed on the London Stock Exchange (EXPN) and is a constituent of the FTSE 100 index. Total revenue for the year ended 31 March 2011 was $4.2 billion. Experian employs approximately 15,000 people in 41 countries and has its corporate headquarters in Dublin, Ireland, with operational headquarters in Nottingham, UK; California, US; and São Paulo, Brazil.
For more information, visit http://www.experianplc.com.
Experian and the Experian marks used herein are service marks 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 Marketing Services