Experian Combines Research and Analytics for 'OneView'

Data and analytics specialist Experian Marketing Services has launched an online system that combines syndicated and custom MR from its consumer research arm Experian Simmons with analytic tools and reports.

Experian Simmons and its predecessor companies have tracked US consumers and their purchasing and media behavior for sixty years. A year ago, the firm launched DataStream, a weekly syndicated consumer trends insights service, which tracks around 40,000 consumer variables from the Simmons National Consumer Study.

The newly launched 'Simons OneView' tool has been developed to offers users profile reports, data mining and cross-tabs to enable them to formulate cross-media and messaging strategies with built-in analytics tools. In addition, the system will measure campaign and ad effectiveness, and provides a dashboard and automated alerts to keep marketers up-to-date with the latest consumer trends and market conditions.

'Simmons OneView provides 24-7 access to the freshest Simmons data, in addition to high-performance analysis tools expressly developed as a result of our commitment to listening to and working closely with our clients,' states Ken Wollenberg, General Manager of Experian Simmons.

The tool will eventually become the main channel for direct access to the firm's research, while Simmons-licensed data will still be sourced through its third-party platform providers.

Web site: www.experian.com/simmons .