This document summarizes Experian's ConsumerView database, which contains consumer and household data to help brands improve marketing. It contains over 235 million consumer profiles and 113 million household profiles with demographic, behavioral, and purchase history information. Marketers can use this data to more accurately target, segment, and enrich customer profiles, leading to improved campaign response rates, stronger brand loyalty, and increased revenue. The database combines data from various sources to provide a 360-degree view of consumers. It allows marketers to customize campaigns based on the attributes most relevant to consumer behaviors and purchasing decisions in their industry.

1. ConsumerView
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Insight on more than 235 million consumers
and 113 million households to improve
your marketing campaigns

2. Marketing forward means leveraging precise consumer data for optimized
Learn how Experian’s campaign targeting
Experian’s ConsumerView database gives you the ability to leverage predictive
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ConsumerView SM
insight to better understand and anticipate evolving consumer behaviors and
database enables channel preferences. As the largest and most comprehensive resource for both
list services and data enhancement available today — including data on more
better segmentation for than 235 million consumers and 113 million households — ConsumerView offers
brands worldwide. core consumer data assets overlaid with behavioral and retail purchasing data.
This combination results in the deepest and most granular insight into who your
customers really are.
By leveraging ConsumerView, progressive brands around the world are more
accurately targeting, segmenting and enriching their existing customer data to
“Our customers are sophisticated improve campaign response rates, strengthen brand loyalty and significantly
shoppers who move fluidly increase revenue.
across channels, and Experian ®
Gain access to an extensive database built on core customer attributes
helps us understand their The ConsumerView database combines data from a wide array of sources,
preferences, allowing us to including self-reported information, public records and historical retail purchases.
When used separately or combined, these sources deliver a more complete and
optimize our marketing mix and
accurate 360-degree view of your customers. ConsumerView comprises the key
strategy accordingly.” identities, attributes and linkages necessary for superior data enrichment and
— RedEnvelope customer engagement.
ConsumerView affords the types of insight that shape campaigns and drive results
Name, address, phone, email and can impact your • ind out what email address to mail
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digital identity marketing campaigns to for optimal customer response
• n an average year, there are
I • onsumerView contains 62
C • onsumerView contains 25 million
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40 million changes of address filed, million consumers with strong up-to-date email addresses
not including the more than 22 Green behaviors
percent of moves that are Life events and purchasing triggers
not reported Credit and purchasing measures • ew parents are an ever-renewing
N
• tay in contact by using your
S • ore than 40 million American
M group of customers in the market
customers’ most current address, consumers have little or no credit for a wide range of new products
and target new movers for • ocus your marketing dollars
F and services
maximum marketing effectiveness on consumers with the most • reate timely marketing campaigns
C
• onsumerView contains 113 million
C spending power that reach new parents when they
households and 63 million catalog • onsumerView contains 310 highly
C are most responsive
subscriber names predictive selects from Experian’s • onsumerView contains data on
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national consumer credit file at an 360,000 new parents each month
Detailed demographics and segments area level
• Approximately 62 million
Americans who think and act Digital behavior and channel usage
Green have negative attitudes • mail is the most preferred
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toward products that pollute digital messaging channel among
• nderstand how Green consumers
U all adults

3. Customize an unprecedented breadth and depth of data to meet specific
business needs
Not all businesses have the same targeting goals. With more than 1,000 data elements per
record, ConsumerView allows businesses of all sizes to meet diverse industry needs and
customize communications based on the consumer attributes that impact buying behaviors
the most — from basic demographics to sophisticated psychographics.
ConsumerView Attitudinal and Behavioral — Discover the attitudes, values and motivations that drive the decisions of
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your customers, including mail-order buyers, frequent travelers and prescription drug users.
ConsumerView Triggers — Leverage the major life events that trigger consumer buying decisions and lifestyle changes
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to connect with proven actively spending prospects, such as new movers, new homeowners or new parents.
ConsumerView Analytics — Accurately predict future behaviors and identify likely responders and buyers by
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leveraging analytical tools like VeriScore, a multitiered product that integrates consumer identification, verification and
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scoring to identify your most responsive and profitable consumers.
ConsumerView Applications — Make better and faster marketing decisions on market planning, customer profiling and
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more with intuitive enrichment tools and technologies, including market planning software, online list fulfillment tools
and data append.
ConsumerView contains weekly data on 41,000 new homebuyers
Recent homebuyers purchase more products and services in the first six months after moving than an established resident
spends in a two-year period. Leverage the major life changes that trigger consumer buying decisions and lifestyle events to
connect with proven actively spending prospects.
Married She is a frequent buyer of high-end
Ages 30–35 women’s apparel, spending more than
$3,000 in the past 12 months.
New homeowners
They spent $2,000 on home-
Income: more than $250,000 improvement products in the past
Los Angeles, Calif. four months.
Green consumers
A 360-degree view of consumers powered by
transactional and behavioral data
Married Despite a high household income,
Ages 30–35 she frequently buys low-priced
women’s apparel.
New homeowners
They spent more than $4,000 on home
Income: more than $250,000 furnishings in the past 12 months.
Los Angeles, Calif.
Green consumers

4. Receive the most accurate and reliable • Process control — Standard routines
• Different surnames in the same family
marketing information in the industry and steps are applied for processing
The ConsumerView database, warehouse updates, producing reports, • Roommates and living partners
offering coverage on 98 percent of U.S. editing data and disseminating status
• Group quarters (i.e., fraternity houses)
households, is the most comprehensive to the user community
and accurate resource for both
data enrichment and list services • tatistical quality control — After
S Permanent record identification
available today. With access to such weekly runs that record and measure to keep in touch with today’s
a broad universe of consumers, you national frequencies and pattern transient consumers
have virtually unlimited options for distributions for more than 150 By attaching a unique, permanent
prospecting, profiling and modeling. variables by update, exception reports identifier to each consumer record,
are produced for review and action ConsumerView provides a stable and
consistent repository to maintain contact
Superior testing and processing to • etail-level measurement —
D with consumers wherever they move.
ensure the highest data quality Random samples of updated records
Experian employs a rigorous process
®
are compared at the name and address
that includes the application of Compliant with all legal and
levels, monitoring changes applied
proprietary models, data from thousands ethical standards for confidence
through the update process
of sources and proven algorithms to in marketing execution
ensure that only the most deliverable As a leader in the direct-marketing
The most accurate household data industry, Experian implements stringent
addresses and accurate data elements
for more precise targeting values-based practices that govern the
are housed within the ConsumerView
While traditional methods of acquisition, compilation and sale of its
database. Tests ranging from first-class
determining household makeup rely consumer data to ensure compliance
mailings, syndicated research matching,
solely on identifying individuals with with legal guidelines, careful screening
third-party telephone validation and
the same surname at the same address, of data sources, ongoing internal
Electronic Directory Assistance also are
ConsumerView goes a step beyond by audits and appropriate consumer notice
used to regularly ensure data accuracy.
establishing a living unit structure and choice.
that recognizes:
Offline data’s predictive power
Consumer research shows that consumers are 423 percent more likely to
purchase a digital camera in the first six months of having a baby
Consumer goes online and
researches digital cameras
Consumer first appears Consumer goes online or to a
on Experian’s prenatal file Consumer appears physical store and buys a digital
on Experian’s New Parent List camera
JAN FEB MAR APR MAY JUN JUL AUG SEP
Consumer has a baby
Offline data can be an
early indicator of future
online behaviors

5. Support all your traditional and digital Mosaic Global:
marketing needs “As our business has grown to
• ore accurate mailings —
M • ncorporates data from 24 national
I
Addresses are scored based on Mosaic classifications, giving an incorporate numerous channels
deliverability and go through full postal accurate and detailed understanding for customer interaction, so has
hygiene each month to ensure each of consumers living in each country
our need for a solution that would
message gets delivered
• dentifies 10 neighborhood types, each
I allow us to better identify and
• ompliant phone campaigns —
C with a set of distinctive demographic
All phone numbers are processed and lifestyle characteristics that can understand the customers using
against the national Do Not Call be found in every country covered by these channels. Experian’s solution
master file bimonthly so you can call the classification
will allow us to effectively capture
with confidence
• llows you to get the most from
A customer data across our entire
• argeted email lists — More than 24
T the classification by working with
Experian’s expert consultants and business, gain a more complete
million email addresses are verified for
prospecting and acquisition programs, analysts to perform more detailed view of our customers and their
helping to drive your acquisition predictive modeling and analysis of
your customer data
buying preferences, and
strategies and build your customer base
respond to them with the best
• igital data application — Data is
D With more than 30 years of industry
experience, Experian provides possible offer.”
available at various levels (consumer,
household, ZIP+4™, ZIP Code™ and innovative proprietary services designed — Oreck
census), allowing you to apply data- to maximize impact and benefits to
driven targeting across all channels our clients.
For more information on ConsumerView,
Leverage global data segmentation contact your local Experian Marketing
for targeted marketing worldwide Services sales representative or call
To operate profitably in diverse 1 800 850 4389.
geographic markets, you need to
understand your customers and local
markets. To provide a consistent,
integrated view of your customers and
their behavior in many different parts of
the world, the ConsumerView database
is home to Mosaic Global. Mosaic is a
® ®
single, consistent classification tool that
provides insight into the demographics,
lifestyles and behaviors of 880
million people from the world’s major
economies, including North America,
Europe and Asia Pacific.
Mosaic Global is based on the
idea that the world’s cities share
common residential patterns. For
example, each city has its enclaves of
Metropolitan Strugglers, suburbs of
Career and Family, and communities
of Sophisticated Singles. These
neighborhoods display strong
similarities in terms of demographics,
lifestyles and behavior, regardless of the
country in which they are found.

6. Experian
475 Anton Blvd.
Costa Mesa, CA 92626
1 800 850 4389
www.experian.com/marketingservices
© 2010 Experian Information Solutions, Inc. • All rights reserved
Experian and the Experian marks used herein are service marks or
registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the property
of their respective owners.
Experian is a nonexclusive full-service provider licensee of the United
States Postal Service . The following trademarks are owned by the
®
United States Postal Service : ZIP+4 and ZIP Code. The price for
®
Experian’s services is not established, controlled or approved by the
United States Postal Service.
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