Q & A – Brendan Abbott – Sales Manager, Retail – Experian
Experian are one of the largest data companies in the word. Experian helps organisations in many different areas, but specifically within retail; we help maintain, manage and improve data assets, create a single customer view, help retailers understand and target their customers more effectively. We do this through our leading data management platform called, Aperture.
What’s special about the platform and your approach?
Experian always has a data-driven approach. Aperture allows retailers to get to grips with their customer data, to gain more value from it, and have better and more personal conversations with their customers. Data is at the heart of that conversation, and Aperture Data Studio allows you to have these conversations more effectively over a longer period.
How does a product/service implementation actually look like and how do you measure success?
Aperture is a cloud based service with a very simple user interface. It uses drag and drop functionality that allows you to build complex data routines without having to be a coding expert. Experian measure success through the uplift in quality of data and how you can effectively disseminate this data across the business.
How are retailers using your systems to gain competitive advantage and what does best practice look like?
Retailers are using Aperture to get the most from their data, through investigating, improving, and maintaining accurate data and SCV. Through having an effective data management solution Retailers can have better conversation with their customers across the customer lifecycle.
What challenges and opportunities do you see in UK retail for 2018 / What challenges are retailers facing in 2018?
As we see more and more consumers purchasing online, it’s even more important to make sure the data we hold is maintained over time. Bringing data together from multiple different sources and making sure that this is pinned back to a single customer can and will give the customer a better experience when interacting with the retailers. Getting this right is important.
What is on the horizon for you as a company?
Experian will continue to be a data driven business. We have released version 2.0 of Aperture this month, bringing an even simpler UI, making it even easier for retailers to get a handle on their data, and to bring as much value as possible to the retail market.
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