Experian’s Usage of Marketing Data
About Experian Marketing Services
Experian Marketing Services is a leading global provider of consumer data and insights helping companies and organisations interact and engage intelligently with today’s empowered and connected consumers. Using our data and technology, organisations provide personalised and targeted offers and messages across all marketing channels to deepen customer loyalty by providing consumers more relevant products and services.
Experian Marketing Services is a trusted partner for the world's most recognisable brands. We serve industries like retail, financial services, telecommunications, insurance, travel and hospitality, media and entertainment, and consumer products – as well as the advertising agencies and other marketing services providers that serve these industries.
It all starts with data. Experian Marketing Services draws on five decades of experience providing organisations with marketing products, services and insights derived from consumer information. We maintain and analyse information about consumer buying decisions, and we also collect consumer information from original sources. These sources include self-reported consumer survey information, aggregated consumer panel data, websites that have permission to share information about visitors, public records and historical retail purchases. We also have consumer information that is inferred from other data using statistical analysis.
The common types of consumer information Experian Marketing Services maintains are listed below, with examples from these general categories:
- Demographics - age, gender, marital status, income, occupation and education
- Behavioural and lifestyle - hobbies, sporting activities, travel preferences, high-tech equipment users and purchasing behaviour
- Census - aggregated to provide general demographic information at a small area level
- Property Information - property type, property value and tenure
- Life events - consumers who have recently moved home or had a baby
Experian Marketing Services’ data comes from sources such as:
- Government ‘Open’ data e.g. Land Registry,
- Consumer surveys
- Research data
- Summarised UK Census information
- Calculations using existing data
- Other authorised data providers
From our data sources, as well as calculations and insights from it, we also derive information pertaining to:
Individual consumers, such as:
- Marital status
- Actual and estimated age range
- Estimated income
- Education level
- Household status (head of household, spouse, elderly parent, young adult)
- Lifestyle interests (e.g. product ownership, interests and hobbies, travel, charities supported etc)
Households, such as:
- Property type
- Whether a household rents or owns a home
- The estimated value of a home
- Length of residence
- Number of adults
- Telephone number
- Presence of children
- Estimated Household income
Geographic information about individuals and households, such as:
- Census tract, block group, etc.
- Postal breakdowns (Postcode, Postal Area, etc)
- Census estimated projections
Our Data Collection Practices
Experian Marketing Services is a leader in the marketing services industry, so we adopt and implement best practices and diligently seek to follow all laws governing the acquisition, compilation and distribution of consumer data. These practices include careful screening of data sources, ongoing internal audits, and appropriate consumer notice and choice.
Our Data Quality
Experian Marketing Services employs rigorous data testing, including applying proprietary models and algorithms, in our efforts to maintain only the most accurate data. Our processes assure proper consideration is given to consumer interests, laws, industry rules, regulations and guidelines and ethical principles that impact our data usage.
Request your Experian Marketing Data Report
You may request access to the individual and household information in Experian's marketing databases by downloading and submitting our Marketing Data Report Form. The information you provide on the form, along with the requested identification documents, will only be used to process your request and will be securely shredded upon verification.
To request your report, download the Experian Marketing Data Report Form and follow the instructions therein. Please find the link to the form here.
Our Approach to Privacy
Opting out of Targeted Advertising
Experian’s marketing data is used by our clients and partners to effectively communicate with customers or prospects through both offline and digital channels. If you would prefer that you do not receive targeted advertising based on our data then there are a range of opt-out choices available to you, depending on the communication channel:
Postal Marketing – You can opt out of postal marketing by registering with the Mail Preference Service (MPS) at http://www.mpsonline.org.uk/. This is an industry wide service that is administered by the Direct Marketing Association and recognised by the Information Commissioner.
Telephone Marketing – Experian does not provide telephone numbers for telemarketing activity, however consumers are able to opt out of all telemarketing activity by registering their details with the Telephone Preference Service (TPS) at http://www.tpsonline.org.uk/. The TPS is similar to the MPS but is administered by the Information Commissioner.
Email Marketing - Unlike Postal or Telephone channels, there is no industry-wide service to opt out of email marketing. Therefore consumers should always review privacy policies and marketing opt-in check boxes when registering for services or purchasing products online. Where unwanted email marketing is received, consumers should unsubscribe or use spam filters to prevent future communications.
Online Advertising - Marketing data is widely used to inform the advertising that is displayed when browsing online. Whilst digital marketers generally do not know the identity of the individual viewing a page, they are able to understand their likely characteristics based on their browsing behaviour or location in order to display a more relevant advert. If you would prefer not to receive targeted advertising in this way, there are a number of options available:
- Cookies - are small files used by websites to recognise returning
visitors and tailor content or advertising more effectively. Declining cookies when
visiting websites will prevent those sites from displaying targeted advertising, whilst
all modern browsers have a setting to clear cookies, which will delete all cookie
data stored from previous website visits.
Experian has linked its Marketing Data to cookies from a small number of partners based on appropriately consented user registration data, so that its data can be used to inform audiences for online advertising. To opt out of your data being used in this way please click here.
- Mobile devices - cookies used for advertising do not generally work on mobile devices, however, advertisers can still recognise returning visitors both when browsing online and when using apps through the use of an ‘Advertising ID’. The Advertising ID is created by the mobile device, but can be reset at any time, thereby deleting all data held against it. Instructions on resetting Advertising ID’s will vary by device but can be found here for Apple devices, or here for Android devices.