Experian Marketing Services is getting in the Marketing Cloud game. Or, at least the Marketing Suite game. The company will roll out an end-to-end marketing platform designed to tackle marketer pain points around multi-device identity linkage, cross-channel campaign management and business intelligence. Experian Marketing Services will announce this development during its annual Client Services Summit in Las Vegas on Thursday.
Although this unifies acquired assets like Conversen and AdTruth – Experian Marketing Services group president Matt Seeley said individual point solutions such as Email Insights or campaign management are still available as standalone tools.
“Over the last year, we’ve been doing a lot to try to bring all of those elements together,” Seeley said. “Some are newer, such as the ability to do email validation, but some are older like the ability to use referential data to increase the accuracy of your record before it gets into any kind of data repository.”
AdExchanger: Is this Experian’s entry into the Marketing Cloud space?
MATT SEELEY: Sort of, yes. The word “cloud” might be the most overused vernacular ever. I always think about how we view what’s needed in the marketplace and as we launch our Marketing Suite, the easiest way to explain it is we find there’s vast amounts of information out there and everybody’s been very channel-focused for many years. There’s not enough persistency in saying, “Can I, with very real clarity, say this is [the same person] cross-channel.”