Experian Marketing Services Launches OmniView Identity-Linkage Engine

Experian Marketing Services,a provider of data-driven marketing, today unveiled OmniView, a persistent data-linkage technology that creates a real-time single customer view, as part of the Experian Marketing Suite.

OmniView gives advertisers a single customer view by establishing identification keys for consumers at an individual, household, and address level that serve as a common denominator between all data sources. The single customer view, or persistent identity, created by OmniView allows organizations to increase the precision, authenticity, and sophistication of their marketing campaigns across channels and devices.

OmniView resolves pivotal issues plaguing advertising effectiveness, including data quality, accuracy, authenticity, and precision. OmniView creates a persistent identity that allows key players within the digital advertising ecosystem, including advertisers, publishers, digital analytics providers, and data management platforms, to verify, match, and manage identities in a privacy-protected way from all data sources.

"The advertising industry needs a common denominator—a ubiquitous, consistent, and persistent link across all channels—to execute legitimate one-to-one marketing, and OmniView is that common denominator," said Rick Erwin, president of consumer insights and targeting at Experian Marketing Services, in a statement. "OmniView breaks new ground in identity linkage technology in that it gives advertisers the ability to verify, understand, and engage with their customers at a scale and accuracy that is unprecedented. This has been the centerpiece of Experian Marketing Services' strategy for more than 20 years."

According to recent research from Experian, 99 percent of companies believe that achieving a single customer view is important to their business, but only 24 percent say they have a single customer view today. For solutions where media is being activated in addressable advertising, OmniView is the linkage engine that connects an advertiser's or marketer's CRM data to Experian's data, as well as media channels, in a secure, privacy-compliant manner.

OmniView is built to process and reconcile large amounts of fragmented data from both third- and first-party sources, including social, email, mobile, and transactional data. OmniView features a real-time application programming interface that allows marketers to understand the behavior of their customers as they move in and out of channels and make in the moment marketing decisions. A high-speed, high-scale platform, OmniView delivers results in real-time or batch processing. For example, marketers can connect a social-media follower to a display-advertising campaign and know if that follower made a purchase in a brick-and-mortar store.

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