Experian Marketing Services introduced a persistent identification service into its Marketing Suite product line on Wednesday. The OmniView service is designed to combine marketer-owned login identities into a single, core identifier.
It combines the company’s various linkage solutions (i.e., connecting email addresses with in-store shoppers) and also includes data cleansing and the ability to strengthen first-party data with Experian’s data sets.
But OmniView is also different from what Experian used to provide because it incorporates the ability to link digital media identifiers, said Rick Erwin, president of the company’s consumer insights and targeting division.
“Other linkage capabilities we’ve offered in the past have primarily been built for the single channel of database marketing,” he said. “We had to expand the match logic capability of the service. If this was 10 years ago, we would have been mainly interested in terrestrial address and maybe terrestrial phone number and email.”
Experian isn’t the only purveyor of offline and email data trying to boost its presence in digital channels. Its rival Epsilon bought ad tech company Conversant a little more than a week ago (to be more precise, Epsilon’s parent Alliance Data Services bought it), inheriting Conversant’s persistent identifier Common ID.
Now Experian has released its own identifier with OmniView, a development Erwin said has been a few years in the making.
“[It was] an enormous amount of work,” Erwin said. “This has to work at scale and be extremely accurate. We also had to accommodate for the fact that in digital media, the size of data files is orders of magnitude greater than in an offline marketing world. Those are two aspects that had to be rebuilt from the ground up.”