In-depth analysis by Information Difference: Aperture Data Studio enhancements

Experian, headquartered in Dublin, Ireland, has a storied history dating back to 1826. Originally a credit bureau, it has transformed into a major player in the data quality software industry. The Aperture suite is central to Experian’s offerings, designed to meet the diverse needs of business users across various industries.

Global presence and financial strength

Experian operates in over 30 countries, employing more than 21,000 individuals and serving 7,000 corporate customers. The company reported an annual revenue of $7 billion and a net profit growth of 7% in 2024, underscoring its financial stability and global reach.

Experian’s software targets the data quality market and has recently expanded into data governance through the acquisition of IntoZetta. This strategic move allows Experian to offer comprehensive solutions without focusing on a specific vertical industry. Despite its extensive functionality for master data management, Experian does not market its software as a master data solution.

Technological advancements

Aperture is the brand name of the Experian data quality software suite. The software is aimed at business users rather than IT departments. The software has a rich range of data quality functionality, including:

Connectivity to various data sources is facilitated through Progress Software’s Data Direct product, ensuring seamless integration and data flow.

Key features of Aperture

Innovative capabilities

The latest version of Aperture Data Studio, available in Q2 2025, incorporates newly acquired data governance functionality, including impact analysis. Business users can explore a set of data assets, including metadata and business rules. Users can assign typical costs to data items and identify the monetary impact of missed analyses or bad data. This functionality allows quick validation of data quality against defined business rules and calculates the monetary impact using a series of tests. This feature is particularly useful for companies struggling to justify data quality or governance improvements.

Experian has long offered real-time validation of emails and phone numbers to improve website registrations and reduce fraud. Users can define workflows based on business rules and build APIs to process single records at data capture points. This evolution supports specific use cases, such as Financial Conduct Authority (FCA) sales data regulation in the UK market. Current AI capabilities allow limited integration with Experian’s business rules, scripts, and test values, with plans to expand these functions further. Other features include visual workflows, better integration into existing platforms, and improved tracking and resolution of data quality issues.

Aperture Data Studio is uniquely positioned to enrich customer data with Experian’s proprietary data.

Market differentiation

Experian stands out as a data quality vendor with strong support for data governance. Its access to extensive proprietary data allows for unique data enrichment capabilities. The company’s large user base and proven technology platform further distinguish it from competitors.

Experian is a large, indeed arguably the largest, data quality specialist vendor. Its strong parent company means that it has deep pockets, and access to the broader Experian data gives it a unique ability to enrich customer data. Its recent expansion into data governance is logical given how linked these two areas are. Experian should be on the shortlist of anyone looking at a data quality solution, especially use cases involving customer data.

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