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Experian Exec Says More Consumer Data Helps Both Customers and Marketers

Have you ever wondered why and how advertisers are tracking your every move online? Aimee Irwin, vice president of strategy for marketing services at Experian, joined Bold Business to share how Experian is using their data-driven skills to help advertisers influence consumers on the path to purchase.

“What Experian has is functionally — a file on pretty much every household in the U.S. We can understand things like age and gender and presence of children, sometimes interests. And that allows marketers to do some interesting things,” Irwin said.

She continued, “We [also] have transaction data on the auto side, registration data, when people register their car, we have access to that data. We know who owns it, and then we help marketers.”

Irwin followed up with an example of the auto industry and consumer car shopping.

“Think about how you used to buy a car. You went to a couple dealers and then you bought a car. But now you go online [and] you research,” she said. “It’s great for consumers. All this [additional] information that you didn’t use to have, but is also an opportunity for marketers to insert messages to you, all along your path to purchase.”

Watch above or on our Facebook page.

Photo Credit: Aimee Irwin, Experian

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