Experian are the world’s leading global information services company. They provide accurate financial data, credit reports and credit checks to people and organizations all over the world who are looking for better credit control. The client engaged The Exchange Lab to test a multi-platform approach as part of the wider marketing plan.
The primary campaign objective focused on customer acquisition with the emphasis on driving incremental sign-ups for credit check reports, targeting customers in specific demographic segments according to NRS social grades (demographic classification in the UK).
Deep analysis of converting audiences allowed us to refine our optimization algorithms to target similar behavioral groups.
Proteus showed that the campaign focus needed to shift to target customers who actively manage their portfolio online rather than targeting strategies previously employed.
Experian have continued using The Exchange Lab’s multi-platform approach to scale activity while maintaining performance.
The insights delivered identified the highest converting audiences which all had similar things in common across each of the different segments:
“Working with Google is like working with ITV. Working with The Exchange Lab’s multi-DSP strategy allows us access to additional inventory – it’s like working with ITV, Channel 4, Channel 5 and all the other channels”
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