New partnership set to offer marketers customer engagement boost

Experian has entered into a new partnership with customer engagement technology specialist Alterian to provide clients with a solution to integrate customer data from multiple channels into a centralised database.

The technology aims to enable marketers to better predict and understand consumer behaviours, purchase drivers and channel preferences and open up new possibilities for one-to-one marketing.

Jeff Lundal, general manager of data management services for Experian Marketing Services, explained that the current economic climate had made it difficult for marketers.

Indeed, the expert stated that many are now looking to "anticipate and evolve" their marketing strategies to reflect the increasing customer demand for a more personalised form of communication.

"Today's consumers have many choices for transactions and engagement, so the smarter you can become about your customers, the more effective you can be as a multi-channel marketer. The need to have a holistic view of customers has never been greater," he added.

 Alterian and Experian are striving to improve the ability to get a holistic view of customers’ preferences and provide a more engaging experience. Enterprises that gain an understanding of purchase drivers, channel preferences and the ability to predict behaviour can create better marketing strategies, centred on individuals, with higher potential returns on investment.