Experian Launches Multi-Channel Marketing Tool Channel Match identifies relationship between Catalog and Internet buyers
Contact:
Matthew Besler
Experian
847 995 7850
matthew.besler@experian.com
Schaumburg, Il. – May 16, 2002 – Experianâ, a leading provider of global information solutions, today announced that it has the ability to accurately link Internet purchases to catalog circulation through a new tool called Channel Match. Channel Match merges multiple purchasing and shopping channels so marketers can attract, grow and optimize the emerging multi-channel customer relationship.
“With the ever increasing usage of the Internet, identifying the cross-channel impact of catalog circulation on Internet orders is essential,” said Doug Gilbert, director of product marketing for Experian’s Marketing Solutions business unit. “Matching catalog circulation files to recent Internet buyers allows marketers to measure the dynamics of the relationship and accurately perform cost-benefit analyses on multi-channel marketing initiatives.”
Channel Match identifies the relationship among promotional channels and analyzes the activity so marketers can better understand the effectiveness of e-mail, catalog and direct mail campaigns. To achieve the best match, mail files and Internet files are processed through Experian’s proprietary matching logic which includes a variety of strategies to link the Internet buyer to the correct mail file record, even if that Internet buyer was included in multiple mailings. This matching solution gives multi-channel marketers the information they need to understand the links between the customer, promotion and channel.
“Maximizing multiple contact strategies is a key component of successful customer relationship management (CRM) initiatives,” continued Gilbert. “Channel Match allows marketers to manage the customer experience seamlessly on a multi-channel basis.”
Included with Channel Match are demographic profiles that help marketers understand the differences or similarities of their Internet purchasers versus other channels. This information provides a better understanding of the customer, while increasing the return on investment.
Experian enables organizations to find the best prospects and make fast, informed decisions to improve and personalize relationships with their customers. It does this by combining sophisticated and intelligent decision-making software and systems with some of the world`s most comprehensive databases of information on consumers, businesses, motor vehicles and property. Through multi-channel delivery of its Web-based products and services, Experian enables its clients to conduct secure and profitable e-business and develop state-of-the-art Customer Relationship Management (CRM) systems for communicating and building relationships with customers. Experian is a subsidiary of GUS plc and has headquarters in Nottingham, UK, and Costa Mesa, Calif. Its 12,000 people support clients in more than 50 countries. Annual sales are approximately $1.5 billion
For more information, visit the company`s Web site at www.experian.com.
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