Publications
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Also available
Latest research reveals poor data quality wastes 19% of marketing investment.
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Specialist knowledge means keeping up to date
At Experian Integrated Marketing we’re proud to have some of the best minds in the industry on our team. We believe that innovation starts with sharing ideas and listening to what other people have to say.
In this section you’ll find papers, advice and opinions from all areas of our business.
This is the start of a dialogue. We want these to provoke and inspire you, and we’re keen to hear what you think.
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July 2008: Marketing success in a slowdown
There’s no hiding from daily news and comment on the state of the economy nor the distinctly gloomy forecasts. As marketers, we are all too aware that it is in these circumstances that our budgets are cut and resources strained.
In these times, marketing departments need to stand up and be counted, delivering compelling and fact-based business cases. Marie Myles, EIM’s Director of Marketing Consulting, draws on her extensive knowledge to illustrate how to drive profitable marketing activity during slow economic periods.
For those marketers who find their budgets cut and resources stretched, this paper provides you with practical advice to benefit from the changing market conditions and emerge ahead of your competition.
Latest publications
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April 2008: DMA Participation Media Executive Summary
This third Participation Media Study, sponsored by Experian, was conducted during November 2007. An Executive Summary of this report can be downloaded from this site. The DMA Participation Media Report compares consumers’ perceptions of direct marketing with their actual experiences, which includes recording the communications they receive, the sectors they are from and how they responded.
The research also explores the more general consumer behaviour including their lifestyles and responsiveness to marketing generally as well as opinions on alternative shopping methods and the importance of information.
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Feb 2008: Affinity Marketing - Everybody is Somebody's Customer
Everyone we talk to about affinity marketing gets the concept, but most are frustrated when this doesn't translate into the increased returns the discipline promises. Too many affinity relationships are created for short-term gains, rather than cultivated as long-term strategic relationships.
Affinity marketing demands an average of 20% of the total marketing budget and it should contribute proportionately. Nick McCarthy shares his experience of mistakes brands have made and provides a detailed checklist for success so that you can avoid mistakes that others have made.
For those marketers who are delving into acquisition-focussed affinity marketing for the first time or perhaps feel they are not maximising their existing partnerships, this resource provides some useful tips on how to get the best from your partner and affinity marketing relationships.
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Jan 2008: Discussion paper - Social Networking in 2008
This Experian-Hitwise report looks in detail at the key social networking learnings from 2007, the trends that are most likely to play out in 2008, and the critical areas that brands need to consider when developing their social media marketing strategies.
As well as being able to download the full research findings, they will be presented during a webinar on 24th January at 10.30am, hosted and presented by report authors Robin Goad and Tony Mooney. This is a not to be missed opportunity. It is simple to participate in - all you need is a PC and telephone but you do need to register first.
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Oct 2007: Home Shopping 2007 - An Experian Club Canvasse Report
Now in its third year, Experian’s home shopping specialists analysed the billions of pounds spent with catalogue and mail order companies on its Club Canvasse database to see precisely where home shopping is most popular in the UK. This report provides a detailed list of the UK’s Top 250 home shopping locations and outlines the key trends playing out in the marketplace today.