Experian launches pay as you go marketing database
Howard Lake | 2 November 2006 | News
Analytical and information service provider Experian has launched Experian Fusion, a hosted ‘pay as you go’ marketing database that the company claims will reduce cost-per-acquisition by as much as 15% and campaign deployment timescales by 30%.
Experian Fusion combines the marketing technology of ClarityBlue, which Experian acquired in January 2006, and Experian’s own range of marketing data assets.
Using the ‘software as a service’ (SaaS) delivery model, Experian Fusion enables charities to have fast and cost-effective access to customer insight tools, cleansed consumer data and a full campaign history.
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Designed for charities making up to 10 million contacts a year through multiple channels, Experian Fusion provides users with a ‘marketing ready’ database without cost of ownership overheads. Users are charged only for the data they extract and deploy.
To use it, charities load their own data for analysis, data cleansing, suppression and campaign management. The data is securely uploaded, cleansed, keyed, de-duped and matched against a prospect pool covering the UK adult population, built using National Canvasse, Experian’s version of the edited Electoral Roll, and containing over 300 targeting variables.
Together with up-to-the-minute campaign histories, users can quickly create campaigns at any time of day without the risks of data decay impeding performance.
Chris Savage, Managing Director of Experian’s Marketing Services division, said: “In today’s overcrowded database market, Experian Fusion is a real departure from the norm by enabling campaigns to be run on an ‘as and when’ basis without upfront investment.”
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.