April 11, 2013
Experian Marketing Services
, a global provider of integrated consumer insight, targeting and cross-channel marketing, today announced the first full release of
cross-channel data. The industry-first media planning and consumer profiling tool links more than 60,000 consumer elements to detailed insights on consumers' use of 11 traditional and digital media platforms.
This release contains new findings collected through the passive measurement applications that respondents to the
Simmons National Consumer Study
actively consent to install on their smartphones, digital tablets and computers. Linking self-reported and passively collected measures provides marketers for the first time with in-depth insights about consumer behaviors across digital devices.
These behaviors can be analyzed and filtered against their brand preferences, lifestyles, attitudes, media habits and more.
"With limited marketing dollars to spread across an increasing number of media platforms, Simmons Connect delivers the ability for marketers to prioritize channels and platforms that consumers actually use," said
, general manager of consumer insights at Experian Marketing Services. "Moreover, Simmons Connect represents a big step for Experian Marketing Services and our mission of bringing the richest and highest-quality data to the market. This enables forward-thinking marketers to take a consumer insight-driven approach to how they evolve their programs by putting the customer at the center of their cross-channel programs."
One such example includes work from SapientNitro, an Experian Marketing Services agency client. "Simmons Connect creates a seamless data-driven experience for the always-on-the-go consumer," said
, senior manager, Connections Planning, SapientNitro. "The Simmons Connect data delivers the insights on consumer behaviors across platforms and aids in our prioritization of cross-channels for various programs, where we can then shape the story to be easily communicated to the connected consumer."
Adding to the measurement insights collected on computers, digital tablets and smartphones, Simmons Connect offers insights into consumer usage of eight other digital and traditional media platforms, including television, e-readers, work computers, radio, magazines, newspapers, gaming consoles and MP3 players. Drawing from more than 60,000 elements, this cross-channel view allows marketers, agencies and media companies to understand with greater detail the behaviors of their custom-defined consumer target. Marketers can gain instant access to critical insights to inform smarter cross-channel strategies with the Quick Report feature, including time spent, platform reach, mobile day in the life and concurrent usage.