Experian, a leading provider of global information solutions, announced it has made a strategic equity investment in Twenty-Ten Inc., a leading consulting/data solutions provider that specializes in developing targeting systems that can be used to predict consumer behavior. The investment expands the breadth of Experian’s data and decision support and analysis services. Twenty-Ten not only helps marketers better understand their most desirable customers and prospects in order to make more informed decisions, it also provides a powerful tool for reaching them.
As part of the investment, Experian will be the primary supplier of data to fuel Twenty-Ten’s multi-behavioral targeting system, called TOPS. This system was designed to simultaneously target multiple, profitable behaviors in order to consistently isolate the highest value consumers. TOPS can be used in direct mail campaigns to target consumers with the highest return on investment (ROI) for multiple industry verticals, including consumer packaged goods and pharmaceutical. TOPS begins by constructing a behavioral profile utilizing profitability variables such as price sensitivity, brand loyalty and current brand selection. It then projects an economic value score for each consumer based upon his or her behavioral profile.
“Today’s business environment has escalated the need for accurate and timely information about the preferences, needs and purchase behaviors of existing and potential customers,” said Mac Rodgers, president, information and manufacturing services for Experian’s marketing solutions business unit. “With Experian’s robust data and Twenty-Ten’s profitable multi-behavioral targeting system, marketers are able to optimize relationships with the most profitable customers.”
“This investment affirms our strong commitment to partner with an industry leader that increases the strength of our solutions,” said Sheldon Smith, president, Twenty-Ten. “Experian’s position in the marketplace, coupled with its extensive data assets provide us with the opportunity to broaden applications for our unique targeting system. With this investment, we look forward to creating value for our customers in more industries and with a greater range of advanced targeting products.”
Specific terms of the agreement were not disclosed.
Experian enables organizations to find the best prospects and make fast, informed decisions to improve and personalize relationships with their customers. It does this by combining sophisticated and intelligent decision-making software and systems with some of the world’s most comprehensive databases of information on consumers, businesses, motor vehicles and property. Through multi-channel delivery of its Web-based products and services, Experian enables its clients to conduct secure and profitable e-business and develop state-of-the-art Customer Relationship Management (CRM) systems for communicating and building relationships with customers. Experian is a subsidiary of GUS plc and has headquarters in Nottingham, UK, and Orange, Calif. The company’s 12,000 people support clients in more than 50 countries. Annual sales are approximately $1.5 billion.
For more information, visit the company’s Web site at [http://www.experian.com] .
Twenty-Ten Inc. was incorporated in Canada in 1999. It responds to the market demand for a targeting system that can predict profitable consumer behavior at the individual level. Each application is customized to a brand and specific set of marketing objectives. The company’s proprietary TOPS Targeting System enables the most compelling message or incentive to be linked with the most profitable prospect. This market-proven service offers a new framework for developing and implementing profit optimized marketing strategies.