Experian Simmons DataStream launches for ad effectiveness


Experian Simmons announced the launch of Experian Simmons DataStream, a service delivering weekly insights into consumer trends to enable advertisers, agencies and media companies to closely monitor market conditions, evaluate advertising effectiveness and demonstrate marketing accountability.

Experian Simmons DataStream is an industry-first syndicated service that allows marketers to measure and evaluate advertising effectiveness by providing weekly tracking of approximately 40,000 consumer variables from the Simmons National Consumer Study, including an extensive range of brands, media properties and consumer attitudes. In addition to weekly tracking, Simmons DataStream also includes two full years of historical data. This new offering expands Experian Marketing Services’ portfolio for delivering best in breed data, analytics and platforms to help marketers target and engage consumers.

“Companies spend a lot of time and money to understand and measure the success of their advertising campaigns or, in the case of media companies, to demonstrate marketing accountability to advertisers,” said Ken Wollenberg, GM/Experian Simmons. “Until now, the tools available for these analytic applications have been costly and limited in their ability to provide a wide range of competitive brand and media insights. We’re excited to provide our clients with the information they need to make even better marketing decisions leveraging the campaign measurement and detailed tracking capabilities in Experian Simmons DataStream.”

Major media companies and advertising agencies already have signed on to use Experian Simmons DataStream, including Univision Communications and UM. All will be utilizing the new service to evaluate advertising effectiveness and monitor consumer trends surrounding media and product usage behavior.

“Advertisers continue to scrutinize every aspect of their marketing expenditures and are demanding deeper and more timely information about their target audience’s behavior,” said Ceril Shagrin, EVP/Corporate Research, Univision Communications Inc. “Experian Simmons DataStream will offer us a tool that helps demonstrate the value of investing in reaching Hispanic audiences.”

“Experian Simmons DataStream is a brand usage tracker — a new tool — that we are excited about because it can provide continuous and overarching real-time measurement that will power our analytics work and help optimize our strategies on behalf of our clients,” said Huw Griffiths, UM Global Head of Research and ROI.