Experian goes scientific with APAC marketers

Hong Kong - Experian, owner of hitwise, has launched a data and analytics offering Marketing Services, to enable businesses to reach targeted customers and measure campaign results quickly and effectively.

Serving the Asia Pacific region, Marketing Services will seek to add a scientific approach to multi-channel marketing.

Glenn Parker (pictured), managing director of marketing services Asia Pacific, said today's tough economy poses very dynamic and interesting challenges to marketers.

"Customers are weary of many marketing interactions and demand more personalised communications. Meanwhile marketers are under pressure to account for their spend," he said.

Parker said Experian Marketing Services will provide critical insights into customers' behaviour and spending habits. he said the insights will enable marketers to implement precise and speedy multichannel marketing initiatives to drive improved lead conversion and better ROI.

"Businesses need to wake up to smart marketing. We play a vital role in this revolution by converting data into dollars," he added.

Parker said the offering is now available to Asia Pacific clients and aims to target the banking, telecom and media companies.

Marketers facing challenges such as customer acquisition, churn and retention will find the solution useful in accessing customer insights, data management, analytics, campaign management and measurement capabilities to better identify, reach and communicate with their customers.

Parker said the offering works on both tactical and strategic levels that allow marketers the flexibility to mix and match service capabilities to address specific business needs.

A key competitive advantage Parker pointed out is the "velocity of marketing" when it comes to improving campaigns to react faster and the speed in building your campaign into the next one.

He said Asia Pacific businesses are competing on a global scale and are making greater use of new media such as email, the web and mobile platform as a marketing tool.

"The real-time insights, multichannel capability of Experian Marketing Services expand marketers' options for reaching consumers, allowing them to swiftly harness the new media channel into their marketing mix," Parker said.