Experian Takes Universal View Of Data

Marcus Tewksbury, Global Vice President of Product Strategy, Experian Marketing Services, said the split between offline and online data and across channels is becoming a "more transparent view." Understanding the customer from things like summarized credit information or other variables, “we’re looking at making that information seamless or frictionless from how you’re going to deploy it from a marketing purpose,” he said. W. Bryan Smith, director, data science and analytics, at Sapient pointed out that from an internal perspective, merging online and offline data, isn’t necessarily so easy. It requires greater coordination between departments within an organization that may not be accustomed to working closely together.



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