Whitepapers and reports

At Experian 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 marketing whitepapers and reports, advice and opinions from all areas of our business.

Marketing consultants: they aren't what they used to be
In some quarters, the term 'consultant' has become a dirty word. However, Experian Marketing Information Services consultants on average find revenue growth to the ratio of 30 times the cost of engagement. Read our whitepaper to find out why talking to our consultants won't cost you a penny but might prove priceless.
Find out more about our consultants »

Data Management

Harness the power of data to drive marketing ROI
At a time when every penny of your budget is under intense scrutiny, maximising the value of your spend is more essential than ever. To improve return on investment (ROI), you’ll recognise the value of exploiting every tool at your disposal. How can Data Driven Marketing improve your marketing results?
Read our whitepaper to find out »

Exploiting the single customer view to maximise the value of customer relationships
This briefing paper explains the meaning and implications of a single customer view, how it can be achieved, and the many benefits it can bring to an organisation - from simple regulatory compliance through to enhanced customer service and greater profitability.
Read our whitepaper to find out »

How to add value using data enhancement
This paper has been written to provide direction on data enhancement options available in the market and what the potential benefits are. The subsequent outcomes are also discussed to give you an indication of how data enhancement can help you and your business fulfil your marketing strategy.
Read our whitepaper on data enhancement »

Shout about your privacy policy
Adding value to customer engagement through effective data compliance. So how do you go about this in this increasingly complex world of marketing and communications? What skills, knowledge, tools and techniques do you need for success?
Read our whitepaper to find out »

People: the key to a successful data strategy?
Any hopes of embedding a data centric culture are dashed as soon as a project commences if no consideration is given to the people who are actually there to help the organisation achieve its goals and objectives. Find out how you can get people on-board to deliver a successful data strategy.
Read our whitepaper about successful data strategies »

Analytics and Insight

Banking on the Facebook Generation
The social media explosion has revolutionised the understanding and expectations of young adults when it comes to financial services. Experian's latest research report focuses on 'The Facebook Generation', groups of young adults with a high propensity to spend significant time using social media.
Read our report to find out more about this important demographic »

The changing face of retail in today's multichannel world
Uncovering exclusive research into consumer purchasing habits and behaviour, Experian's brand new whitepaper explores strategies to keep your organisation at the forefront of the retail industry. By embracing multichannel marketing to harness customer engagement and improve the shopping experience, UK retailers can ensure that the great British High Street doesn’t become a thing of the past.
Read our whitepaper about the changing face of UK retail »

Changing attitudes in a changing world
What is happening in our day to day world within Financial Services, what is changing and how should we react? Read our whitepaper to find out.
Read our whitepaper about changing financial attitudes »

Analytical insight: bringing science to the art of marketing
Data-driven marketing – what’s holding you back? The ability to capture and mine customer and prospect data for insight should form the cornerstone of any marketing activity. However, the reality often falls short of this vision. Our 5 steps to smarter marketing offer you some practical guidance on extracting greater value from your data.
Read our whitepaper about analytical insight »

The Multichannel Agenda
Need a multichannel agenda for 2011? Move your marketing forward with our 6 key insights.
This new white paper features commentary from Experian’s marketing and data experts, analysis of the latest social media trends and digital marketing insights that will help marketers navigate not only the challenges, but the many opportunities that the multichannel reality of 2011 presents.
Read more about the Multichannel Agenda »

Avoiding the segmentation trap
Segmentation is a powerful technique, but it can be misunderstood and misused. Read this whitepaper to understand what are the 10 common traps of segmenting customers and how to successfully use segmentation.
Read our whitepaper on the most common segmentation traps »

6 steps to effective segmentation
Segmentation is a powerful tool to help achieve your business strategy and drive higher value to your brand. ‘Sure’, I hear you say, ‘we all know that’, and you’ll probably have some form of segmentation in your business today; but is it really effective? Has it been built the best way drawing together the power of data, analytics and market research to provide an actionable tool to drive product decisions, pricing strategy and targeting?
Read more about the 6 steps to creating effective segmentation »

Customer Management

The Leaky Bucket
Many companies spend a fortune on acquisition for very little profitable growth, topping up their 'leaky bucket' with lots of new customers to replace ones that churn out. The 'leaky bucket' is a very expensive way to run a business.
Read this whitepaper to find out 4 ways to fix your customer retention issues »

A guide to Marketing Agility
Agile marketing is the ability to adapt or re-focus marketing effort quickly and successfully in response to changes in customer behaviour, market conditions and business direction to benefit market share or share of wallet. It sounds simple, but the means of achieving agility are more complex.
Read this whitepaper for 5 steps to gaining marketing agility »

10 steps to define your customer relationship requirements
This paper walks you through some fundamental questions that your business needs to address before it embarks on a journey to invest in any form of customer management capabilities. If you follow these key steps, your business will be well placed to drive successful customer relationships.
Read our whitepaper on customer relationships »

Customer Engagement - A new paradigm
A recent trend powered by the growth in peer reviews and social media is the move away from Customer Relationship Marketing (CRM), a term coined in the late 1990s, to Customer Engagement. Is this the same concept repackaged or is there a fundamental difference in these concepts? Read our whitepaper to find out more.
Read our whitepaper on customer engagement »

Spatial and location planning

Going global? Benefits and challenges of international location planning
Customer focused companes from a wide variety of sectors, trading from both outlet and online based operations, are increasingly embracing location planning (spatial analysis) as a means to prioritise and understand the potential offered by international markets. This paper looks at the benefits and challenges of, and discusses the 10 top tips for, international location planning.
Read our whitepaper on international location planning »

Lost in space - Spatial analysis whitepaper
Lost in space? How can spatial analysis direct your market strategy? This whitepaper explains the strategic importance of spatial analysis and its most important applications.
Read our whitepaper on spatial analysis »