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Experian upgrades marketing management platform

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New York—Experian Marketing Services has released enhancements to its cross-channel marketing platform, including the identification of social influencers, cross-channel multivariate testing and work-flow improvements. The platform now identifies key social influencers and automatically sends targeted offers to prompt social sharing. Other enhancements include analyses of brand and offer sentiment across social networks, and social CRM capabilities to manage opt-ins and preferences of followers and fans, Experian said in a statement. The platform's new cross-channel multivariate testing assesses message effectiveness on mobile devices, Web pages, email and social sites. Its new work-flow enhancement adds an easier way to segment audiences, among other features, the company said.
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