Audiences available off the shelf
powered by Experian Marketing Data
Experian
Syndicated
Audiences
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The best data unlocks the best marketing
With over 50 years history in data management Experian has a rich history rooted
in offline data and an expertise in digital with our online identity solutions.
Why use Experian syndicated audiences?
The depth of our data is unmatched.
Over 200 sources of data ranging from
• Public and state records
• Property and tax records
• Census data
• Transactions
• Online and mobile
• Location data
• Consumer surveys
• Published directories
5 proprietary attribute groups
in the auto, finance, and behavioral categories
Represents 250 million U.S. consumers
2,300
average attributes
per household
250
average attributes
per consumer
Single data provider that unlocks multiple verticals and categories
Auto
Business
CPG
Energy and Utility
Financial
Health
Political
Retail
Travel
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Lifestyle and Interests
Demographic
Mobile Location
Television
Mosaic
TrueTouch
Geo-Indexed
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Find the right audiences across multiple verticals
Refine your audience by layering data from specialty categories
Simplify demographic and behavioral targeting with branded data
developed by Experian
Reach consumers based on common attributes within geographic
regions with geo audiences
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Verticals
Data organized into
specific data verticals.
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Reach and target consumers based on their known
and predictive auto shopping behaviors. Experian’s
auto audiences are built utilizing insight from our North
American Vehicle Database℠ and other data attributes
from Experian Marketing Data to provide highly
accurate audiences for digital and TV advertising.
Auto audiences
Example use cases
Build an audience to reach consumers who
are in-market for a new SUV to run your 30
second ad on streaming platforms.
In-market
Experian’s In-market audiences use insights from our
North American Vehicle database and combines it with
in-market cues gathered from other attributes within
Experian Marketing Data.
Benefits:
• Built from our North American Vehicle database that
covers 900 million vehicles in the United States.
• Identify consumers who are likely to be in-market
within the next 180 days.
Aftermarket: Service and parts
Experian uses our advanced statistical analytics and our
behavioral attributes within Experian Marketing Data to
create audiences that are likely to either subscribe to
Do-it-for-me or Do-it-yourself auto maintenance.
Benefits:
• Our data covers 330 million vehicles in operation
in the United States.
• Gain access to 15 billion vehicle history records.
Owner
Experian’s auto Owner audiences use insight from
Experian’s North American Vehicle database, which
contains information on title registrations, mileage
readings, and key vehicle events.
Benefits:
• Built from our North American Vehicle database that
covers 900 million vehicles in the United States.
• Reach consumers based on the vehicles they currently own.
Build an audience to reach consumers who
service their own vehicles and are online auto
product shoppers, then drive them to the
promotion you have on your site.
Auto audience categories
Visit us at experian.com/marketing Pg. 6Table of Contents
Verticals: Auto audiences
Take a deeper look at our audiences
In-market
Auto audience categories continued
Make and model
Autos, Cars and Trucks > In Market-Make and Models >
Consumers who are likely in-market to buy the following brands,
and their models, in the next 180 days:
• Acura
• Alfa Romeo
• Audi
• BMW
• Buick
• Cadillac
• Chevrolet
• Chrysler
• Dodge
• Ford
• GMC
• Honda
• Hyundai
• Infiniti
• Jaguar
• KIA
• Land Rover
• Lexus
• Lincoln
• Mazda
• Mercedes-Benz
• Mini
• Mitsubishi
• Nissan
• Porsche
• RAM
• Subaru
• Tesla
• Toyota
• Volkswagen
• Volvo
New/Used
Autos, Cars and Trucks > In Market-New/Used >
Consumers who are in market for a new or used vehicle over the
next 180 days:
• 24-Month future new vehicle buyer
• 24-Month future used vehicle buyer
• Buyer used
• Used car 0 – 5 years old
• Used car 6+ years
• New car
Vehicle price
Autos, Cars and Trucks > In Market-Vehicle Price >
Audiences indicate consumers likelihood to be in the market to buy
a vehicle in the following price ranges.
• $20K - $30K
• $30K+
• $30K - $40K
• $40K - $50K
• $50K - $75K
• $75K+
Vehicle lifestyle
These audiences use insights from title registrations,
mileage readings, and key vehicle events, combining
this data with behavioral and lifestyle cues gathered
from other Experian Marketing Data attributes.
Benefits:
• Utilizes the combination of Experian’s North American
Vehicle database with other attributes from Experian
Marketing Data to identify lifestyle audiences.
Electric vehicle
Experian uses insights from Experian’s North
American Vehicle database, which contains
information on title registrations, mileage readings
and key vehicle events to find consumers who are
owners or in-market for green vehicles.
Benefits:
• Access 46 audiences to reach consumers who are
in-market for green vehicles.
• Built from our North American Vehicle database that
covers 900 million vehicles in the United States.
Visit us at experian.com/marketing Pg. 7Table of Contents
Verticals: Auto audiences
Fuel type
Autos, Cars and Trucks > In Market- Fuel Type>
Predicts the likelihood of in-market to buy a vehicle with the following
fuel types:
• 24-Month hybrid vehicle buyer
• 24-Month electric vehicle buyer
• CUV SUV
• MPG Conscious
• Trucks
Body styles
Autos, Cars and Trucks > In Market- Body Styles >
Predicts the likelihood a consumer is to be in-market to buy a vehicle by
the following body styles:
• 24-Month future SUV buyers
• 24-Month future truck buyers
• 24-Month future car buyers
• 24-Month future minivan buyers
• Cars – Any model
• Compact cars
• Compact or subcompact cars
• CUV
• Full-size cars
• Full-size SUVs
• Full-size trucks
• Full-size vans
• Luxury car
• Luxury compact
• Luxury CUV
• Luxury SUV
• Mid-size car
• Mid-size truck
• Minivan
• Small mid-size SUV
• Sports car
• Subcompact car
• SUV
• SUV and CUV
• Truck
• Van
Vehicle age
Autos, Cars and Trucks > Ownership – Vehicle Age>
Consumers who are likely to currently own a vehicle within the age
ranges below:
• 0 to 6 months
• 7 to 12 months
• 13 to 24 months
• 25 to 36 months
• 37 to 48 months
• 48 months plus
• 0 to 5 years
• 6 to 10 years
• 11 years plus
• New car 0 to 12 months
• New truck 0 to 12 months
• New HD pickup 0 to 12 months
• Used car 0 to 12 months
• Used truck 0 to 12 months
• Used HD pickup 0 to 12 months
Make and model
Autos, Cars and Trucks > Ownership – Make and Model >
Consumers who are likely to own the following brands,
and their models:
• Acura
• Alfa Romeo
• Audi
• BMW
• Buick
• Cadillac
• Chevrolet
• Chrysler
• Dodge
• Ford
• GMC
• Honda
• Hyundai
• Infiniti
• Jaguar
• KIA
• Land Rover
• Lexus
• Lincoln
• Mazda
• Mercedes-Benz
• Mini
• Mitsubishi
• Nissan
• Porsche
• RAM
• Subaru
• Tesla
• Toyota
• Volkswagen
• Volvo
In-market switcher
Autos, Cars and Trucks > In Market Switchers >
Predicts if consumers are likely to switch to a new vehicle type:
• CUV SUV
• Ford
• GM
• HD pickup
• Honda
• Jeep
• Luxury
• Nissan
• Pickup
• Ram
• Toyota
• Van
Lease
Autos, Cars and Trucks > In Market- Lease >
Predicts the likelihood for the consumer to be in-market for a lease:
• Lease
• Luxury lease
• Non luxury lease
In-market audiences continued Owner
Visit us at experian.com/marketing Pg. 8Table of Contents
Verticals: Auto audiences
In-market
Autos, Cars and Trucks > Aftermarket >
Consumers who are likely in-market to buy a motorcycle:
• Make
• Harley
• Honda
• Kawasaki
• Yamaha
• Class
• Cruiser
• Sport/Dual Sport
• Standard
• Touring
• Off-road
• On-road
Ownership
Autos, Cars and Trucks > Aftermarket >
Consumers who are likely to own a motorcycle, ATV or RV:
• All-Terrain vehicle (ATV)
• Motorcycle type scooter
• Recreational vehicle (RV)
travelers
• Motorcycle Make
• BMW
• Can-Am
• Ducati
• Harley
• Honda
• Indian
• Kawasaki
• KTM
• Suzuki
• Triumph
• Yamaha
• Motorcycle class
• Cruiser
• Sport/Dual Sport
• Standard
• Touring
• Off-road
• On-Road
• Motorcycle purchased
• 0 to 6 months
• 7 to 12 months
• 13 to 36 months
• 37 to 60 months
• 60+ months
• Motorcycle age
• 0 to 3 years
• 4 to 6 years
• 6+ years
Do-it-yourself (DIY)
Autos, Cars and Trucks > Aftermarket >
Consumers who are likely to be DIY auto shoppers:
• DIY auto part store shoppers
• DIY online auto products
• DIY in-store auto products
• DIY cars and auto repair
Owner continued
Aftermarket: Service and parts
Vehicle lifestyle
Body style
Financial Personalities > Home Equity Financial Personality >
Predicts the likelihood a consumer owns a vehicle by the following
body styles:
• Cars – Any model
• Compact cars
• Compact or subcompact cars
• CUV
• Full-size cars
• Full-size SUVs
• Full-size trucks
• Full-size vans
• Luxury car
• Luxury compact
• Luxury CUV
• Luxury SUV
• Mid-size car
• Mid-size truck
• Minivan
• Small mid-size SUV
• Sports car
• Subcompact car
• SUV
• SUV and CUV
• Truck
• Van
Do-it-for-me (DIFM)
Autos, Cars and Trucks > Aftermarket >
Consumers who are likely to prefer aftermarket service centers:
• DIFM prefers service center for car
• DIFM prefers service center for truck
• DIFM recent purchase new car
• DIFM recent purchase new truck
• DIFM recent purchase new HD truck
• DIFM recent purchase used car
• DIFM recent purchase used truck
• DIFM recent purchase HD truck
• DIFM vehicle age 0 to 5 years
• DIFM vehicle age 6 to 10 years
Visit us at experian.com/marketing Pg. 9Table of Contents
Verticals: Auto audiences
Ownership switchers
Autos, Cars and Trucks > Ownership Switchers >
Consumers who have likely switched to an alternative fuel vehicle:
• Alternative Fuel
• Electric
• PHEV
Ownership make and model
Autos, Cars and Trucks > Ownership-Make and Models >
Predicts the likelihood for the consumer to own the following models:
• Hyundai Ioniq
• Nissan Leaf
• Tesla Model 3
• Tesla Model S
• Tesla Model X
• Toyota Prius Prime
Fuel type
Autos, Cars and Trucks > In Market- Fuel Type >
Consumers who are in-market based for the following fuel types:
• Alternative Fuel Plug-in hybrid
electric vehicles (PHEV)
• Electric
• Electric car
• Electric CUV SUV
• Electric luxury
• Electric non-luxury
• Hybrid
• Used alternative fuel
• Used alternative fuel CUV SUV
• Used alternative fuel luxury
• Used alternative fuel non-luxury
• Used alternative fuel truck
• Used electric
• Used hybrid
• Used PHEV
In-market switchers
Autos, Cars and Trucks > In Market Switchers>
Predicts if consumers are likely to switch to a new green vehicle type:
• Alternative fuel
• Electric
• Electric CUV SUV
• Electric Luxury
• PHEV
Tesla Owner
Retail Shoppers: Purchase Based > Automotive (Cars & Trucks) >
Predicts if consumers are likely to switch to a new green vehicle type:
Consumers who are highly likely to own a Tesla based on their
transaction history and alignment with electric vehicle innovation.
Ownership fuel
Autos, Cars and Trucks > Ownership-Fuel >
Consumers who are likely to currently own based on fuel type:
• Alternative fuel CUV SUV
• Alternative fuel PHEV
• Alternative fuel truck
• Electric
• Electric car
• Electric CUV SUV
• Electric luxury
• Electric non-luxury
• Hybrid
Electric vehicle
In-market make and model
Autos, Cars and Trucks > In Market- Make and Models >
Consumers who are likely in-market to buy the following brands,
and their models, in the next 180 days:
• Hyundai Ioniq
• Nissan Leaf
• Tesla Model 3
• Tesla Model S
• Tesla Model X
• Toyota Prius Prime
Visit us at experian.com/marketing Pg. 10Table of Contents
Verticals: Auto audiences
Improve engagement by refining your audience
Demographics
These audiences help refine your
targeting with relevant household
demographic attributes.
Example audiences
• Age
• Household Income
• Occupation
• Presence of children
Mobile Location
Gives you the ability to add another
intent trigger, physical location to
your audiences.
Example audiences
• Auto Store Shoppers
• Auto Dealerships
Lifestyle and Interests
Great audiences to layer in additional
behaviors and interest to refine your
audience.
Example audiences
• Car Culture
• Presence of automobile
• Automotive
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
A few examples of our destinations
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Visit us at experian.com/marketing Pg. 11Table of Contents
Reach consumers and business executives based on their
position within a company, the industry they work in, and
their business-related consumer behaviors. Experian’s
expansive database of audiences gives brands a holistic
view of a consumer at work and at home, enabling you
to build and deliver strategic and targeted messaging.
Business audiences
Example use cases
Travel companies (e.g. hotels, airlines) can target
frequent business travelers to promote their loyalty
programs to capture more of their travel spend.
Business Executives
Experian combines business executives’ data sourced
from numerous authoritative sources with our
proprietary demographic and firmographic attributes in
Experian Marketing Data.
Benefits:
• Find business executives based on company size
(number# of employees), revenue, title (e.g. finance
marketing), industry or industry.
• Source business executive data and enhance with
attributes from Experian Marketing Data to provide
a comprehensive view into each executive.
Consumer Behavior
Combine our advanced modeling capabilities with data
sourced from self-reported interest and behavior surveys,
syndicated research panels and online behavior which
includes search and website visitation.
Benefits:
• Broad array of audiences from business travelers
to business owner.
• Provides a contextual view into your audience.
Occupation
Experian’s occupation audiences found in our
demographic specialty category combines our advanced
modeling capabilities with data sourced from public
records, census, consumer surveys and other public
information to create these audiences.
Benefits:
• Broken out into nine occupation groups from blue collar
to technical fields.
• Combines industry and function into a single audience.
An IT solution provider can target IT executives to
reach decision makers for the purchase of their
security software services.
Business audience categories
Visit us at experian.com/marketing Pg. 12Table of Contents
Verticals: Business audiences
Take a deeper look at our audiences
Company ownership
Business Executives (B2B) > Company Ownership >
Indicates if a company is private or public.
Business employee size
Business Executives (B2B) > Business Employee Size >
Audiences indicate business employee size or number of employees:
• 1 – 4 employees
• 4 – 9 employees
• 10 – 19 employees
• 20 – 49 employees
• 50 – 99 employees
• 100 – 249 employees
• 250 – 499 employees
• 500 – 999 employees
• 1,000 – 4,999 employees
• 5,000 – 9,999 employees
• 10,000 + employees
Business employee size
Business Executives (B2B) > Business Employee Size >
Audiences indicate business employee size or number of employees:
• 1 – 4 employees
• 4 – 9 employees
• 10 – 19 employees
• 20 – 49 employees
• 50 – 99 employees
• 100 – 249 employees
• 250 – 499 employees
• 500 – 999 employees
• 1,000 – 4,999 employees
• 5,000 – 9,999 employees
• 10,000 + employees
Company revenue/sales volume
Business Executives (B2B) > Company Revenue/Sales Volume >
Audiences indicates business sales volume:
• $1 – $499,999
• $500,000 – $999,999
• $1,000,000 – $2,499,999
• $2,500,000 – $4,999,999
• $5,000,000 – $9,999,999
• $10,000,000 – $19,999,999
• $20,000,000 – $49,999,999
• $50,000,000 – $99,999,999
• $100,000,000 – $499,999,999
• $500,000,000 – $999,999,999
• $1 billion +
Industry
Financial FLA Friendly > Ability to Pay >
Consumers that are likely to work in the following types of businesses:
• Agriculture, forestry, and fishing
• Construction
• Finance, insurance, and real estate
• Manufacturing
• Mining
• Public administration and government
• Retail trade
• Services
• Transportation, communications, electric, gas, and sanitary services
• Wholesale trade
Executive title
Financial FLA Friendly > Income >
Consumers that are likely to have the following business titles:
• Chief level executive (CEO, COO, CTO, CIO, CFO)
• Executive/Management
• Finance
• IT/Technical
• Marketing
• Other business executive
• Owner
• Professional/Sales
Work from home (WFH)
Financial FLA Friendly > Debt to Income Ratio >
This audience indicates if a business is likely run out of the home
(work at home).
Business Executives
Visit us at experian.com/marketing Pg. 13Table of Contents
Verticals: Business audiences
Improve engagement by refining your audience
Demographics
These audiences help refine your
targeting with relevant household
demographic attributes.
Example audiences
• Education
• Age
• Geography
Mobile Location
Gives you the ability to add another
intent trigger, physical location to
your audiences.
Example audiences
• College students
• e-Vehicle charging station visitors
Lifestyle and Interests
Great audiences to layer in additional
behaviors and interest to refine your
audience.
Example audiences
• At-Home: Families
• Activities and entertainment
• Art and entertainment
• Charitable causes
• Ad responders
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Visit us at experian.com/marketing Pg. 14Table of Contents
Verticals: Business audiences
Occupation
Consumer Behavior >
Consumers who are likely to work within the following professions
and industries:
• Construction/Mining
• Education
• Essential workers
• Government
• Healthcare/Social Services
• QSR/Restaurants
• Retail
• Small business owners
• Travel and hospitality
Home office/business
Purchase Transactions > Home Office/Business >
Households that have are spenders and high spenders on business and
home office furniture and supplies.
New job
Social Media > New Job >
Social media-based model reporting a consumer’s individual propensity
to start a new job based on using terms such as “starting a new job” or
“#newjob” on social media.
Telecommuters and SOHO
Retail Shoppers: Purchase Based > Shopper Behavior >
Telecommuters and SOHO (Small Office/Home Office) >
Likely telecommuter/SOHO high spenders at office supply stores based
on a combination of known credit/debit transactions and advanced
modeling.
Online Job Seekers
Lifestyle and Interests (Affinity) > In-Market >
Consumers who are likely navigating the internet for career
opportunities across various sectors.
Business travelers
Retail Shoppers: Purchase Based > Shopper Behavior >
Business Travelers:
Likely business travelers based on a combination of known credit/debit
transactions and advanced modeling to ensure the highest propensity
to purchase in the future.
• Domestic
• Frequent spend
Occupation
Consumer Behavior
Visit us at experian.com/marketing Pg. 15Table of Contents
CPG audiences allow brands and agencies to reach shoppers based
on real, verified purchase behaviors across a wide range of consumer
packaged goods categories. By using privacy-compliant transaction
and loyalty data, these audiences enable highly targeted campaigns
that drive engagement and loyalty among consumers who have
demonstrated interest in specific products and brands.
CPG audiences
A retail chain wants to promote its eco-friendly
cleaning supplies. It targets “All Purpose Cleaner
and Disinfectant Shoppers” and “Air Freshener
Shoppers” from the Household Products category
to reach environmentally conscious consumers.
A CPG brand launches a new baby food product and
targets “Baby Food Meal and Snack Shoppers” within
the Baby Products category to drive awareness and
trial among households with young children.
Example use cases
CPG audiences methodology
These audiences were developed using a mixture of purchase data and loyalty data to identify shoppers with demonstrated
interest in specific consumer packaged goods categories. Multiple verified data sources, including retail transactions
and product-level purchase behavior, were combined to classify households into meaningful segments based on brand
engagement, product preferences, and purchasing patterns.
Take a deeper look at our audiences
Household Products
These segments include products used around the house such as
cleaners, air fresheners, laundry and more.
• Air Freshener Shoppers
• All Purpose Cleaner and Disinfectant Shoppers
• Charcoal Shoppers
• Liquid Laundry Detergent Shoppers
• Manual Dish Detergent Shoppers
• Outdoor Insect and Rodent Pest Control Shoppers
• Pest Control Shoppers
Baby Products
These segments include all baby products including food and
meal shoppers.
• Baby Food Meal and Snack Shoppers
Storage & Paper Products
These segments include all storage and paper products including
disposable plates, bowls, sandwich, and freezer food storage.
• Disposable Plates and Bowls Shoppers
• Sandwich and Freezer Food Storage Bag Shoppers
Candy
These segments include all candy related products including chocolate
shoppers, hard candy shoppers and more.
• Chocolate Candy Box Bag Bar Shoppers 3.5oz Plus
• Chocolate Shoppers
• Gummy and Chewy Snacks Shoppers
• Hard Candy and Lollipop Shoppers
• Mint Candy Shoppers
• Sugarless Gum Shoppers"s
Visit us at experian.com/marketing Pg. 16Table of Contents
Verticals: CPG audiences
Beverage
These segments include all beverage products including milk, cocktail
mix, energy drinks, sports drinks and more.
• Beer Ale and Cider Shoppers
• Bottled Water Shoppers
• Canned and Bottled Tea Shoppers
• Cocktail Mix Shoppers
• Energy Drink Shoppers
• Ground Coffee Shoppers
• Instant Coffee Shoppers
• Low Calorie Soft Drink Shoppers
• Milk Shoppers
• Nutritional Supplement and Weight Control Shoppers
• Refrigerated Almond Milk Shoppers
• Refrigerated Coffee Creamer Shoppers
• Refrigerated Skim Low Fat Milk Shoppers
• Refrigerated Whole Milk Shoppers
• Regular Soft Drink Shoppers
• Seltzer Sparkling Mineral Bottled Water Shoppers
• Shelf Stable Coffee Creamer Shoppers
• Single Cup Coffee Shoppers
• Sports Drink Shoppers
• Tea Bags and Loose Tea Shoppers
Beauty
These segments include all beauty related products including makeup,
cleansers, body wash and more.
• Body Wash Shoppers
• Dental Floss Shoppers
• Eye Shadow Shoppers
• Facial Anti Aging Product Shoppers
• Facial Cleaner Shoppers
• Facial Cosmetic Shoppers
• Facial Moisturizer Shoppers
• Foundation Shoppers
• Hair Accessories Shoppers
• Hair Color Shoppers
• Hand and Body Lotion Shoppers
• Lip Balm and Lip Treatment Shoppers
• Lipstick Shoppers
• Liquid Hand Soap Shoppers
• Mascara Shoppers
• Mouthwash and Dental Rinse Shoppers
• Nail Polish Shoppers
• Shaving Cream Shoppers
• Shaving Lotion and Mens Fragrance Shoppers
• Styling Products Shoppers
• Suntan Lotion and Oil Shoppers
• Toothpaste Shoppers
Baking
These segments include all baking-related products such as sugar,
marshmallow, ready to use pie crust shoppers and more.
• Brownie Mix Shoppers
• Cupcakes and Brownies Shoppers
• Frosting and Frosting Mix Shoppers
• Maple Pancake and Waffle Syrup Shoppers
• Marshmallow Shoppers
• Pancake French Toast and Waffle Mix Shoppers
• Ready To Use Pie Crust Shoppers
• Sugar Shoppers
• Sugar Substitute Shoppers
Pet Products
These segments include all pet related products such as dog and cat
food shoppers.
• Cat Litter Shoppers
• Dry Dog Food Shoppers
• Non Dog and Cat Pet Food Shoppers
• Wet Cat Food Shoppers
• Wet Dog Food Shoppers
Visit us at experian.com/marketing Pg. 17Table of Contents
Grocery
These segments include all products you would find in a grocery
department including frozen food, condiments, fruits and more.
• Bacon Shoppers
• Bagels and Bialys Shoppers
• Barbeque Sauce Shoppers
• Cereal Breakfast and Energy Bars Shoppers
• Cookie Shoppers
• Cracker Shoppers
• Cream Cheese Soft Shoppers
• Dip and Spread Shoppers
• Doughnuts and Donuts Shoppers
• Dried Meat and Jerky Shoppers
• Dry Macaroni and Cheese Mixes Shoppers
• Dry Rice Shoppers
• English Muffin Shoppers
• Fresh Bread Shoppers
• Frozen Dinners and Meals Shoppers
• Frozen Food Shoppers
• Frozen Meat No Poultry Shoppers
• Frozen Pizza Shoppers
• Frozen Plain Potatoes Fries and Hashbrown Shoppers
• Frozen Seafood Shoppers
• Frozen Waffles Shoppers
• Fruit Shoppers
• Gift Card Shoppers
• Hamburger and Hot Dog Bun Shoppers
• Hard Soft Tortillas and Taco Kit Shoppers
• Hot Cereal and Oatmeal Shoppers
• Hot Dogs and Frankfurters Shoppers
• Ice Cream Shoppers
• Instant Potato Shoppers
• Ketchup Shoppers
• Margarine and Spreads Shoppers
• Mayonnaise and Sandwich Spread Shoppers
• Multi Vitamin Shoppers
• Mustard Shoppers
• Natural Cheese Slices Shoppers
• Natural Cheese String and Stick Shoppers
• Olive Oil Shoppers
• Olive Shoppers
• Peanut Butter Shoppers
• Pork Shoppers
• Potato Chip Shoppers
• Prepared Chili Shoppers
• Pretzel Shoppers
• Ramen Shoppers
• Ready to Eat Cold Cereal Shoppers
• Ready to Serve Soup Shoppers
• Refrigerated Butter Shoppers
• Refrigerated Deli Meat Shoppers
• Refrigerated Dinner Sausage Shoppers
• Refrigerated Entree Shoppers
• Refrigerated Lunch Shoppers
• Refrigerated Pickle Shoppers
• Refrigerated Salad Fruit and Coleslaw Shoppers
• Salsa Shoppers
• Salty Snack Shoppers
• Shelf Stable Honey Shoppers
• Shelf Stable Salad Dressing Shoppers
• Shelf Stable Toaster Pastries and Tarts Shoppers
• Spaghetti Macaroni and Pasta No Noodles Shoppers
• Specialty Nut Butter Shoppers
• Steak and Worcestershire Sauce Shoppers
• Tortilla Tostada and Chip Shoppers
• Yogurt Shoppers
Verticals: CPG audiences
Visit us at experian.com/marketing Pg. 18Table of Contents
Verticals: CPG audiences
Improve engagement by refining your audience
Demographics
Further refine your targeting with
relevant household demographic
attributes.
Example audiences
• At-Home: Families at Home
• Grocery Pick-Up and Delivery
• Close-In Suburbs
• Geo-Indexed Household Income
$100K Plus
• Charitable Donations GeoIndex
High Spenders
TV Viewership
Audiences built from granular TV
viewing behaviors, platform preferences
and ad receptivity.
Example audiences
• Food Network Cooking Show Viewers
• Amazon Prime Day Shoppers
• Home Shopping TV Viewers
• Co-Watchers with Children
• OTT SVOD Watchers
Lifestyle and Interests
Great audiences to layer in additional
behaviors and interest to refine your
audience.
Example audiences
• Family and Parenting
• Healthy Living
• Frequent Domestic Vacationers
• Do-it-yourselfers
• Careful Money Managers
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Tap into our leading CPG data marketplace to build comprehensive CPG audiences
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Experian brings together the purchase data, premium
partnerships, and identity infrastructure CPG brands need
to overcome fragmentation and reach buyers at scale.
Mix, deduplicate, and activate data from leading providers,
across loyalty, receipt, and point of sale (SKU and UPC)
signals, into a single, cohesive audience that can be
activated anywhere without rebuilding.
Visit us at experian.com/marketing Pg. 19Table of Contents
Energy and utility audiences give brands that promote
a green and sustainable lifestyle options to reach
consumers based on their views toward green
technologies. Experian’s auto, mobile location, lifestyle
and interest, and demographic audiences offer brands
with great options to reach their target green buyer.
Energy and Utility
audiences
Energy and Utility audience categories
A solar energy company targets households
in-market for solar panels with ads to get a
free quote.
Auto
Experian uses insights from Experian’s
North American Vehicle database, which contains
information on title registrations, mileage readings,
and key vehicle events to find consumers who are
owners or in-market for green vehicles.
Benefits:
• Access 46 audiences to reach consumers who are
in-market for green vehicles.
• Built from our North American Vehicle database that
covers 900 million vehicles in the United States.
GreenAware
Find consumers with different attitudes toward
environmental issues, including those that have
negative perceptions of the green movement.
Based on consumer survey data enhanced with
other attributes from Experian Marketing Data.
Benefits:
• Audiences combine attitudes, opinions, lifestyle, buying
behavior, and media usage into one segment.
• Audiences are built from unique Experian sources
including Auto Market Statistics (AMS), Census
Area Projections & Estimates (CAPE), and Premier
Summarized Credit Statistics (PSCS).
An electric utility company wants to find electric
vehicle owners to make them aware of their program
to vary electric rates by time of day (consumers can
save on energy and reduce the burden on the power
grid by charging overnight).
Example use cases
Visit us at experian.com/marketing Pg. 20Table of Contents
Verticals: Energy and Utility audiences
Take a deeper look at our audiences
In-market make and model
Autos, Cars and Trucks > In Market- Make and Models >
Consumers who are likely in-market to buy the following brands,
and their models, in the next 180 days:
• Hyundai Ioniq
• Nissan Leaf
• Tesla Model 3
• Tesla Model S
• Tesla Model X
• Toyota Prius Prime
Ownership fuel
Autos, Cars and Trucks > Ownership-Fuel >
Consumers who are likely to currently own based on fuel type:
• Alternative fuel CUV SUV
• Alternative fuel PHEV
• Alternative fuel truck
• Electric
• Electric car
• Electric CUV SUV
• Electric luxury
• Electric non-luxury
• Hybrid
Ownership switchers
Autos, Cars and Trucks > Ownership Switchers >
Consumers who have likely switched to an alternative fuel vehicle:
• Alternative fuel
• Electric
• PHEV
Ownership make and model
Autos, Cars and Trucks > Ownership-Make and Models >
Predicts the likelihood for the consumer to own the following models:
• Hyundai Ioniq
• Nissan Leaf
• Tesla Model 3
• Tesla Model S
• Tesla Model X
• Toyota Prius Prime
Auto
Fuel type
Autos, Cars and Trucks > In Market- Fuel Type >
Consumers who are in-market for the following fuel types:
• Alternative fuel plug-in hybrid
electric vehicles (PHEV)
• Electric
• Electric car
• Electric CUV SUV
• Electric luxury
• Electric non-luxury
• Hybrid
• Used alternative fuel
• Used alternative fuel CUV SUV
• Used alternative fuel luxury
• Used alternative fuel non-luxury
• Used alternative fuel truck
• Used electric
• Used hybrid
• Used PHEV
In-market switchers
Autos, Cars and Trucks  > In Market Switchers>
Predicts if consumers are likely to switch to a new green vehicle type:
• Alternative fuel
• Electric
• Electric CUV SUV
• Electric luxury
• PHEV
Behavioral Greens
Consumers who are likely to think and act green. They have negative
attitudes towards products that pollute and incorporate green practices
on a regular basis.
Potential Green
Consumers who are not likely to neither behave nor think along
particularly environment conscious lines and remain on the fence about
key green issues.
Think Green
Consumers who are likely to think green but do not necessarily follow
through on those beliefs with green actions.
True Browns
Consumers who are not likely environmentally conscious. True Browns
may have negative attitudes about the environment and the green
movement.
GreenAware
GreenAware >
Visit us at experian.com/marketing Pg. 21Table of Contents
Verticals: Energy and Utility audiences
Improve engagement by refining your audience
Demographics
These audiences help refine your
targeting with relevant household
demographic attributes.
Example audiences
• Age
• Household income
• Education
• Homeowner
Mobile Location
Gives you the ability to add another
intent trigger, physical location to
your audiences.
Example audiences
• Auto dealerships
• Electronic stores
• E-vehicle charging stations
Lifestyle and Interests
Great audiences to layer in additional
behaviors and interest to refine your
audience.
Example audiences
• In-market solar energy
• Luxury home good buyer behavior
• Informed consumer
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Visit us at experian.com/marketing Pg. 22Table of Contents
Benefits:
• Align product offers to the consumer’s needs and quickly
identify those consumers who are most likely to respond.
• Employ advanced statistical validation and monitoring to
ensure ongoing performance.
Reach consumers based on online and offline financial behaviors. Experian
offers various audience categories to target the best prospects based on
profitability, approval rates, response rates, so you can understand their
financial attitudes and spending ability.
This data is excellent for financial and insurance institutions looking to
reach consumers meeting their product’s requirements. Experian’s finance
audiences can also be used by retailers, automotive and any other brand
where lending is a consideration in the purchase.
Financial audiences
Finance audiences categories
Engage consumers for Invitation to Apply (ITA)
prospecting marketing for any financial service
such as banking/deposits, credit card, mortgage,
auto loan, and refinancing, utilizing Fair Lending
Act friendly audiences.
Fair Lending Act (FLA) friendly audiences1
Experian uses our advanced statistical analytics to combine
de-identified consumer credit data, aggregated credit data,
area-level characteristics, and other data attributes available
from Experian Marketing Data to create fair lending act
friendly audiences.
Financial Personalities audiences
Experian, in partnership with First Manhattan Consulting
Group (FMCG), uses primary research conducted on over
25,000 U.S. households in combination with other data
attributes available from Experian Marketing Data to create
behavioral audiences specific for finance.
Benefits:
• Target consumers based on profitability, approval,
and response rates.
• Refine audiences based on profitability.
• Cross-sell and market to existing and prospective
customers who are likely to have a higher lifetime value.
Reach ideal consumers for your new store credit
card by combining finance, lifestyle and interest
audiences, and create a campaign that reaches
loyalty card users with a high discretionary spend.
Example use cases
Profitability Scored Audiences
Experian uses advanced statistical analytics to combine
de-identified aggregated credit data, area level characteristics
and other Experian Marketing Data attributes to create
audiences scored based on their likelihood to have high
approval rates and pay or perform on debts.
Benefits:
• Understand a consumer’s financial attitudes and ability
to spend.
• Understand how households save and how they
interact with retail financial services companies.
• Understand what consumers are and are not spending
money on.
Visit us at experian.com/marketing Pg. 23Table of Contents
Verticals: Financial audiences
Take a deeper look at our audiences
In-market
Financial FLA Friendly > In Market >
Consumers who are predicted to be in-market and will open a specific
product type within the next 180 days:
• Auto
• Auto loan refinance
• Auto lease
• Auto loan
• Credit Cards
• Credit card
• Bankcard no limit
• Retail bankcard
• Bankcard revolving
• Home
• Home equity
• First mortgage
• New mortgage
• Mortgage refinancing
• Second mortgage
• Personal Loans
• Personal installment loan
• Personal unsecured loan
• Personal loan consolidated
• Retail installment trade
• Retail revolving trade
• Student new loan
• Buy now pay later
Loan type
Financial FLA Friendly > Mortgage Loan Age > Financial FLA
Friendly > Equity Loan Age > Financial FLA Friendly > Student Loan
Age >
These segments predict the age of a loan based on the origination time
frame. Audiences are available for multiple time increments from less
than four years to up to 12 years:
• Mortgage loan age
• Less than 4 years
• 5 years
• 6 years
• 7 years
• 8 years
• 9 years
• 10 years
• 11 to 12 years
• Equity loan age
• Less than 6 years
• 7 to 8 years
• 9 years
• 10 years
• 11 years
• 12 + years
• Student loan age
• Less than 5 years
• 6 years
• 7 years
• 8 years
• 9 years
• 10 years
• 11 years
• 12 years
• Has an existing loan
• Paid off a loan
Income
Financial FLA Friendly > Income >
Predicts the likelihood of the income for the household:
• $1,000 to $24,999
• $25,000 to $34,999
• $35,000 to $49,999
• $50,000 to $74,999
• $75,000 to $99,999
• $100,000 to $149,999
• $150,000 +
Debt to income ratio
Financial FLA Friendly > Debt to Income Ratio >
Predicts the current debt situation for a household. Ratios are available
in ranges from 1% to over 101%:
• 1% to 20%
• 21% to 35%
• 36% to 45%
• 46% to 60%
• 61% to 75%
• 76% to 85%
• 86% to 100%
• 101% +
Fair Lending Act friendly audiences
Balance and bankcard
Financial FLA Friendly > Credit Card Balance 12 Mos >
Financial FLA Friendly > Credit Card Balance Transfer Amt >
Audiences that predict a consumer’s propensity for balance transfer
and their bankcard insights:
• 12 Months
• $1 to $1,999
• $2,000 to 2,999
• $3,000 to $3,999
• $4,000 to $4,999
• $5,000 to $5,999
• $6,000 to $6,999
• $7,000 to $7,999
• $8,000 to $8,999
• $10,000 +
• Balance Transfer Amount
• $1 to $2,499
• $2,500 to $2,999
• $3,000 to $3,249
• $3,250 to $3,499
• $3,500 to $3,999
• $4,000 to $4,499
• $4,500 to $4,999
• $5,000 to $5,999
• $6,000 +
Ability to pay
Financial FLA Friendly > Ability to Pay >
Predicts the likelihood the consumer will be able to pay their debt.
Segments are broken out by credit score range:
• Score range 600 and less
• Score range 601 to 640
• Score range 641 to 660
• Score range 661 to 690
• Score range 691 to 720
• Score range 721 to 740
• Score range 741 to 760
• Score range 761 to 780
• Score range 781 +
Visit us at experian.com/marketing Pg. 24Table of Contents
Verticals: Financial audiences
Credit card personality
Financial Personalities > Credit Card Financial Personality >
Used to identify consumers based on their credit card usage and
behaviors:
• Complacent card user
• Credit seeking card switcher
• Loyal rewards enthusiast
• Reluctant user
• Uninterested
Deposits financial personality
Financial Personalities > Deposits Financial Personality >
These audiences include consumers who are likely to look for bank
offers based on their spending behaviors:
• Conservative branch banker
• Demanding advice seeker
• Hesitant borrower
• Self-directed diversifie
• Uninterested
Fair Lending Act friendly audiences continued
Financial Personalities audiences
Insurance financial personality
Financial Personalities > Insurance Financial Personality >
Audiences to help understand a consumer’s behavior and confidence
in their ability to find the right life insurance:
• Confident, self-directed planner
• Engaged advice seeker
• Insurance averse
• Reluctant insurance skeptic
• Secure agent-oriented loyalist
• Uninterested
Mortgage financial personality
Financial Personalities > Mortgage Financial Personality >
Audiences to help understand a consumer’s behavior and preferences
with mortgages:
• Advice seeking refinancer
• Conservative, bank loyalist
• Disciplined, passive borrower
• Secure, active refinancer
• Uninterested
Home equity financial personality
Financial Personalities > Home Equity Financial Personality >
Audiences to help understand a consumer’s home equity
circumstances and behaviors:
• Hesitant Borrower
• Home equity averse skeptic
• Home equity enthusiast
• Secure, savvy credit users
• Uninterested
Investments financial personality
Financial Personalities > Investments Financial Personality >
Audiences to help understand a consumer’s comfort and behaviors
with making financial investments:
• Broker-reliant delegator
• Cautious investing novice
• Price sensitive, self-directed investor
• Savvy sound-board seeking investor
• Skeptical, fund-oriented investor
Current Home Value
Housing Attributes > Current Home Value >
Predicts the current home value of consumers living in a household.
• $40,000-$59,999 (FLA / Fair Lending Friendly)
• $60,000-$79,999 (FLA / Fair Lending Friendly)
• $80,000-$99,999 (FLA / Fair Lending Friendly)
• $100,000-$119,999 (FLA / Fair Lending Friendly)
• $120,000-$139,999 (FLA / Fair Lending Friendly)
• $140,000-$159,999 (FLA / Fair Lending Friendly)
• $160,000-$199,999 (FLA / Fair Lending Friendly)
• $200,000-$249,999 (FLA / Fair Lending Friendly)
• $250,000-$349,999 (FLA / Fair Lending Friendly)
• $350,000-$499,999 (FLA / Fair Lending Friendly)
• $450,000-$749,999 (FLA / Fair Lending Friendly)
• $750,000-$999,999 (FLA / Fair Lending Friendly)
• $1,000,000+ (FLA / Fair Lending Friendly)
Visit us at experian.com/marketing Pg. 25Table of Contents
Verticals: Financial audiences
Investable assets
Consumer Financial Insights > Investable Assets >
Audiences that include consumers who have available investable
assets in seven total tiers with Tier 1 being the highest, and Tier 7 being
the lowest.
Net asset score
Consumer Financial Insights > Net Assets Score (Net Worth) >
Predict a consumers likely net asset score ranging from less than
$25,000 to over $5,000,000.
Mortgage refinance
Consumer Financial Insights > Mortgage Refinance >
Predicts the likelihood the consumer is to refinance their mortgage.
• Extremely likely to refinance
• Highly likely to refinance
• Very likely to refinance
• Somewhat likely to refinance
• Likely to refinance
• Somewhat unlikely to refinance
• Very unlikely to refinance
• Highly unlikely to refinance
Discretionary Spend
Consumer Financial Insights > Discretionary Spend
Predicts annual discretionary spend for the category listed
in the audience.
• Clothing/Apparel
• Total
• Dining out
• Donations
• Education
Profitability Scored audiences
Household deposits/balances
Consumer Financial Insights > Household Deposits/Balances >
Audiences that include households that have bank deposits balance in
six total tiers with Tier 1 being the highest, and Tier 6 being the lowest.
Investment balances
Consumer Financial Insights > Investment Balances >
Audiences that include consumers who have an investment balance in
six total tiers with Tier 1 being the highest, and Tier 6 being the lowest.
Visit us at experian.com/marketing Pg. 26Table of Contents
Verticals: Financial audiences
Improve engagement by refining your audience
Demographics
These audiences help refine your
targeting with relevant household
demographic attributes.
Example audiences
• Length of residence
• Homeowner
• Renter
• Presence of children
Mobile Location
Gives you the ability to add another
intent trigger, physical location to
your audiences.
Example audiences
• Visit financial institutions
Lifestyle and Interests
Great audiences to layer in additional
behaviors and interest to refine your
audience.
Example audiences
• Loyalty card
• Presence of automobile
• Credit card revolver
• Premium store credit card user
• Investor
• Online banking
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Visit us at experian.com/marketing Pg. 27Table of Contents
Experian’s health audiences use retail data to
provide insight into health-related purchases
and behaviors. Our lifestyle and interest data
also includes many audiences that provide
insight into healthy lifestyle habits.
Health audiences
Health audience categories
A brand is launching a new micro-nutrient meal
plan, and to reach their target audience they
target transaction audience ‘Health and fitness’
with a shopper behavior audience ‘vitamins and
supplements’ to reach consumers with
a healthy diet.
Transaction Data
Compiled from consumers that opt-in to report all
transactions including credit, cash, online and offline.
This data is then aggregated at the household level.
The data is sourced from over 500 brands that span
across over 25 categories.
Purchase based data is best used to reach consumers
most likely to purchase based on actual purchase history.
Benefits:
• Access highly accurate data built from actual purchases.
• Enables 1:1 deterministic targeting.
• Leverages consumer opt-in transactions from both offline
and online purchases.
Predictive Audiences
Experian uses our data expertise with our predictive
technology to identify consumers most likely to make
a purchase.
These predictive audiences use multiple data sources
to identify consumers based on their expected spend
across 37 purchase-based categories.
Predictive audiences provide a broad view into
household purchase and payment trends.
Benefits:
• Uses a foundation of purchase-based data to create
expanded and predictive audiences.
• Enables brands to target consumers based on their
likelihood to purchase in the next 12 months.
A beverage brand is launching a new protein infused
electrolyte drink. To reach their target audience they
use the shopper behavior audience ‘Gyms, exercise,
and fitness clubs’ alongside a mobile location
audience ‘Frequent gym goers’ to reach consumers
with a healthy lifestyle.
Example use cases
Visit us at experian.com/marketing Pg. 28Table of Contents
Verticals: Health audiences
Take a deeper look at our audiences
Transaction Data  Shopper Behavior
Predictive Audiences
Shopper Behavior
Shopper behavior audiences are best used to reach
consumers based on tactical shopper behaviors and
patterns based on known purchase data.
Data is sourced from over 500 merchants brands
representing about 300 transactions per month.
Benefits:
• Balance accuracy and scale.
• Built on a foundation of historical purchase
data to expand and categorize data.
Health and fitness
Purchase Transactions > Health and Fitness >
Household that spend on general health and nutrition merchandise,
vitamins, supplements, self-treatment, books and magazines related
to healthy living.
Nutraceuticals, bioceuticals and supplements
Purchase Transactions > Nutraceuticals, Bioceuticals
and Supplements >
Households that buy nutrients, dietary supplements, vitamins and
herbal products.
Active Insurance Shoppers
Purchase Predictors > Shoppers All Channels >
Households that are likely in-market shopping for health and life
insurance
Health and fitness
Retail Shoppers: Purchase Based > Health and Fitness >
Households that are likely high or frequent spenders at health and
fitness related retailers.
• Gyms, exercise, and fitness clubs
• Vitamins and supplements
• Hair salons and barber
• Healthy food meal kit service
• Massage spenders
• Premade healthy meals weight loss
• Personal health
Health data categories continued
Visit us at experian.com/marketing Pg. 29Table of Contents
Verticals: Health audiences
Improve engagement by refining your audience
Demographics
These audiences help refine your
targeting with relevant household
demographic attributes.
Example audiences
• Presence of children
• Baby boomers
• Household income
• Grandparents
• Occupation
Mobile Location
Gives you the ability to add another
intent trigger, physical location to
your audiences.
Example audiences
• Frequent gym goers
Lifestyle and Interests
Great audiences to layer in additional
behaviors and interest to refine your
audience.
Example audiences
• Fitness enthusiast
• Healthy living
• On a diet
• Healthy holistic
• Trusting patients
• Invincibles
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Visit us at experian.com/marketing Pg. 30Table of Contents
Political audiences from Experian provide marketers with
insight into the party affiliations and unique viewpoints
on key political issues of your consumers. The audiences
go beyond affiliations and provides insights into the
political opinions of your consumers to help you target
your audience more effectively, develop more relevant
messaging, and prospect with more confidence.
Political audiences
Political audience categories
A CPG company with a premium bio-based
product can use our Political Persona audience
to reach Green Traditionalists who have strong
beliefs about protecting the environment.
Political Affiliation
Provides marketers with insight into consumer party
affiliations.
These audiences are built off voter registration data and are
combined with other attributes from Experian Marketing
Data to create audiences on political affiliation.
Benefits:
• Built on a foundation of registration data that uses
our advanced statistical models to provide scale.
• Privacy by design. These highly accurate models are
validated by our audience team to ensure precise
targeting.
Political Personas
Provides insight into the unique viewpoints of consumers
on key political issues.
This data was sourced from ZIP and county level voter
data and combined with other attributes from Experian
Marketing Data, to predict the probability of belonging to
a political party.
Benefits:
• Scalable audience that provides 100% coverage
to Experian’s universe.
• Privacy by design. These highly accurate models
are validated by our audience team to ensure
precise targeting.
A health insurance company offering a new
low entry point can use our ‘Unconnected;
Unregistered’ political audience to reach young
hard-working individuals who are striving for a
better standard of living.
Example use cases
Relevant ballot initiative audiences
Reach consumers based on attitudes and behaviors
related to key ballot measures. Refine your target by
using audiences based on past purchases, mobile
visitation, media consumption and more.
Benefits:
• Over 240 politically relevant audiences to reach
constituents with the right message.
• Audiences pulled from 15 data categories giving
you a 360-degree view of you consumers.
Visit us at experian.com/marketing Pg. 31Table of Contents
Verticals: Political audiences
Political affiliation
Politics > Political Affiliation >
Consumers who are likely to be included in the political parties below:
• Democrat
• Independent/other
• Republican
• Unregistered
Political personas
Politics > Political Personas >
Predicts consumers perspectives on political issues.
Personas outlined below:
• Moderate Republicans
• Political Unregistered Liberal Leaning Committed Republicans
• Committed Democrats
• Liberal Leaning Independents
• Political Leaning Conservatives
• Moderate Democrats
• Political Unregistered Conservative Leaning Conservative Leaning Independent
• Political Leaning Liberals
• Democrat Leaning Counties
• Political Affiliation Switcher Counties
• Political Battleground Counties (general)
• Republican Leaning Counties
• House Battleground Political Districts (congressional districts)
• Independent Leaning Counties
Personal Views
Understand a consumer’s personal views around family, their social
and work life. Taxonomy path of audience:
Psychographic/Attitudes > Personal Views >
Finance
Income and large financial decisions often trigger changes in
perspective and influence voter behaviors. Taxonomy paths of
audiences:
• Financial FLA Friendly > Income >
• Financial FLA Friendly > In Market
Political affiliation
Political personas
Take a deeper look at our audiences
Demographics
Demographics play a critical role in voter opinions with presence of
children, age, and household income influencing decisions at the polls.
Taxonomy paths of audiences:
• Geo-Indexed > Demographics >
• Demographics > Education >
• Demographics > Marital status >
• Demographics > Household Income (HHI) >
• Demographics > Ages >
• Demographics > Homeowners/Renters >
• Lifestyle and Interests (Affinity) > Moms, Parents, Families >
• Demographics > Presence of Children >
Relevant ballot initiative audiences:
Politically relevant audiences that can influence decisions
Occupation
Provides the opportunity to deliver targeted messaging on measures
based on a consumer’s occupation. Taxonomy paths of audiences:
• Demographics > Occupation >
• Consumer Behaviors > Occupation:
• Consumer Behaviors > At-Home:
Visit us at experian.com/marketing Pg. 32Table of Contents
Verticals: Political audiences
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Ballot initiative support
From military to fishing and hunting, understanding consumer interest
and their attitudes toward topics like renewable technologies are key
indicators of ballot initiative support. Taxonomy paths of audiences:
• Lifestyle and Interests (Affinity) > Occupation > Military
• Lifestyle and Interests (Affinity) > Activities and Entertainment >
• Travel Intent > Activities >
• Lifestyle and Interests (Affinity) > Hobbies >
• GreenAware >
• Psychographic/Attitudes > Shopping Behavior >
• Consumer Behaviors > At-Home:
Charitable causes
Understanding where consumers are actively donating to charitable
causes paints a clear picture into their political interests. Taxonomy
paths of audiences:
• Lifestyle and Interests (Affinity) > Charitable Causes >
Political News Consumption Behaviors
Politics > Lifestyle and Interest >
Consumers in these audiences have shown online activity consuming
political news topics on the following channels/networks:and their
interests. Taxonomy paths of audiences:
• Fox political news viewers
• CNN political news viewers
• Mass media political news viewers
• Political media news viewers
• Conservative political news viewers
• Liberal political news viewers
• Religious media political news viewers
• Spanish language political news viewers
Relevant ballot initiative audiences:
Politically relevant audiences that can influence decisions
Visit us at experian.com/marketing Pg. 33Table of Contents
Experian’s data covers all major categories including apparel, home,
technology, and more. Experian uses our expertise in data privacy and
validation to ensure the accuracy of all audiences and attributes.
This data is great for retailers, retail media networks, CPG, technology,
and telecommunications when used with other verticals to better
understand your customers.
Retail audiences
Use purchase predictors to expand or reach new
audiences. For example, an apparel brand is
launching a new women’s apparel line, Predictive
audiences “women’s apparel” audience can support
reaching new audiences within the category.
Transaction Data
This is compiled from consumers that opt-in to report
all transactions including credit, cash, online, and offline.
This data is then aggregated at the household level.
The data is sourced from over 500 retail brands that
span across over 25 retail categories.
Transaction data is best used to reach consumers
based on known purchases.
Benefits:
• Access highly accurate data built from actual purchases.
• Enables 1:1 deterministic targeting.
• Uses consumer opt-in transactions from both offline and
online purchases.
Shopper Behavior
Shopper behavior audiences is are best used to reach
consumers based on tactical shopper behaviors and
patterns based on known purchase data. Experian
identifies shopper patterns over time based on the
sourced purchase-based data.
Data is sourced from over 500 merchant brands
representing about 300 million transactions per month.
Benefits:
• Balance accuracy and scale.
• Built on a foundation of historical purchase data
to expand and categorize data.
Target households based on previous purchases
for complementary products within a category.
For example, target health, fitness, and gym
goers for a line of protein shakes.
Retail data categories
Example use cases
Visit us at experian.com/marketing Pg. 34Table of Contents
Verticals: Retail
Take a deeper look at our audiences
Transaction Data
Predictive Audiences
Experian® uses our data expertise with our predictive
technology to identify consumers most likely to make
a purchase.
These predictive audiences use multiple data sources
to identify consumers based on their predicted spend
across 37 purchase-based categories.
Predictive audiences provide a broad view into
household purchase and payment trends.
Benefits:
• Uses a foundation of purchase-based data to create
expanded and predictive audiences.
• Enables brands to target consumers based on their
likelihood to purchase in the next 12 months.
Spenders
Purchase Transactions >
Households that purchase within the following categories:
• Books/Reading
• Children’s products
• Clothing and apparel
• Collectibles
• Cooking products
• Craft and hobby
• DIY and advice seekers
• Education
• Female apparel
• Games
• History
• Hobbies and interests
• Holidays
• Home and garden
• Home decor
• Home improvement
• Home office/business
• Household goods
• Jewelry
• Lifestyle and media influenced
• Male apparel
• Pets
• Science and nature products
• Sports and fitness
High spenders
Purchase Transactions >
Households that have higher spend within the following categories:
• Children’s products
• Clothing and apparel
• Cooking products
• Craft and hobby
• DIY and advice seekers
• Female apparel
• Games
• Home and garden
• Home decor
• Home improvement
• Home office/business
• Household goods
• Payment type
• Pets
• Science and nature products
• Sports and fitness
Recent spenders
Purchase Transactions >
Cooking Products >
Households that have spent
within the last 12 months on
cooking-related products.
Resale Ticket Buyers
Retail Shoppers: Purchase
Based > Lifestyle and
Interests >
Consumers who purchase
resale tickets for events.
Payment Type
Purchase Transactions >
Payment Type >
Households that are either
cash or credit card buyers
based on consumer-reported
transactions within the last 24
months.
Shopping
Purchase Transactions >
Shopping >
Households that are either
in store or online buyers
based on consumer-reported
transactions within the last 24
months.
Frequent spenders
Purchase Transactions >
Households that are more frequent purchasers within the following
categories:
• Children’s products
• Clothing and apparel
• Cooking products
• Craft and hobby
• Female apparel
• Games
• Home improvement/DIY
• Household goods
• Pets
• Science and nature products
• Sports and fitness
Retail data categories continued
Visit us at experian.com/marketing Pg. 35Table of Contents
Verticals: Retail
Shopping Behavior
Retail Shoppers: Purchase Based > Shopping Behavior >
Likely shoppers based on a combination of known credit/debit
transactions and predictive behaviors to ensure the highest propensity
to purchase:
• Arts & crafts
• Baby products
• Big-box electronics
• Consumer electronics
• Children’s stores
• Children & family
• Discount/Dollar stores
• Florists & flower gifts
• Foodies
• Home decorations
• Thrift store
• Jewelry & watches
• Mattresses
• New movers
• New online retail shoppers
• Outdoor enthusiasts
• Telecommunications
• Big box and club stores
• Children Toys
• Department store
• Gift shoppers
• Disney fans
Seasonal
Retail Shoppers: Purchase Based > Shoppers All Channels >
High spenders or frequent purchasers at strategic retailers based on
the following seasonal events:
• Valentine’s Day – Gift and jewelry stores
• Father’s Day – Department, electronic, and sports stores
• Tax preparation
• Mother’s Day – Gift and jewelry stores
All channels, online and in-store shoppers
Retail Shoppers: Purchase Based > Shoppers All Channels >
Retail Shoppers: Purchase Based > Online Shoppers >
Retail Shoppers: Purchase Based > In Store Shoppers >
Consumers who have a high propensity to make a purchase across the
following categories – available across all channels, online and in-store:
• Accessories
• Active outdoors – Hard goods
• Active outdoors – Soft goods
• Apparel
• Computers
• Electronics and gadgets
• EMotion riders e-scooters
e-bikes e-skateboards
enthusiasts
• Food and beverages
• Furniture
• General/Misc
• Hobbies and entertainment
• Home décor
• Home domestics
• Home maintenance
• Home office
• Kitchen
• Lawn and garden
• Outdoor living
• Overall
• Pets
• Seasonal Products
• Shoes
• Toys
• Wilderness sports and Camping
Seasonal: Holiday
Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers:
Likely shoppers during the holiday season for the following categories:
• Apparel
• Big Box stores
• Amazon
• Costco
• Sams
• Walmart
• Children’s stores
• Consumer electronics
• Department stores
• Gift shoppers
• Last minute shoppers
• Luxury department stores
• One stop holiday shoppers
• QVC/HSN
• Sporting goods
Seasonal: Black Friday
Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers:
Likely shoppers for Black Friday and Cyber Monday.
• Black Friday
• Black Friday big box club stores
• Black Friday online shoppers
• Cyber Monday
• Cyber Monday big box club stores
Seasonal: Back-to-School
Retail Shoppers: Purchase Based > Seasonal > Back to School:
Likely during the back to school season broken out by school stages
- PreK, Elementary, Middle School, High School - and includes the
following:
• Apparel
• Supplies
• Moderate spend
• High spend
Seasonal: Summer sales
Retail Shoppers: Purchase Based > Seasonal > Summer Sales Event
Shoppers:
Segments of high spenders during Fourth of July, Labor Day
or Memorial day.
Seasonal: New Years
Retail Shoppers: Purchase Based > Seasonal > New Year’s
Likely high spenders or frequent purchases during New Years
across the following categories:
• Health/Fitness/Gym
• Food/Healthy food
• Pre-made meals
• Vitamins/Diet Supplements
Shopper Behavior
Visit us at experian.com/marketing Pg. 36Table of Contents
Verticals: Retail
Clothing and apparel
Retail Shoppers: Purchase Based > Apparel >
Households that are frequent spenders, high spenders or general
spenders for clothing and apparel based on known purchases within
the last 24 months.
Technology/Telecom
Retail Shoppers: Purchase Based > Technology/Telecom >
Households that are frequent spenders, high spenders, or general
spenders in computers/ software or in wireless.
Pets
Retail Shoppers: Purchase Based > Pets >
Households that are buyers of pet and animal related products
available by frequent spenders, high spenders, and general spenders.
Department stores
Retail Shoppers: Purchase Based > Shopping Behavior >
Department Store
Household identified as likely spenders at department stores segments
available for both bargain hunters and luxury: high end buyers.
Home furnishings
Retail Shoppers: Purchase Based > Home Furnishings >
Households that are spenders at furniture and home decor stores
across deals discounts and luxury high end categories.
Sporting goods, apparel
Retail Shoppers: Purchase Based > Sporting Goods, Apparel >
Households that are spenders in the sporting goods category, available
from general sporting goods, golf equipment, athleisure sportswear,
pickleball enthusiast and high end shoppers.
Home improvement and DIY
Retail Shoppers: Purchase Based > Home Improvement & DIY >
Households that purchase at home improvement and DIY stores
broken out by online and in store shoppers for the following categories:
• Furniture & home décor
• Garden & land scaping
• Hardware & home improvement
Shopper Behavior continued
Purchase Predictors
Shoppers all channels
Purchase Predictors > Shoppers All Channels >
Consumers who are likely to purchase across all channels:
• Accessories
• Active outdoors hard goods
• Active outdoors soft goods
• Apparel
• Books
• Children’s products
• Collectibles
• Computers and software
• DIY
• Education and early learning
• Electronics and appliances
• Fashionistas
• Furniture and mattresses
• General retail and bargain
• Health insurance shoppers
• Hobbies and crafts
• Home décor
• Home domestics
• Home maintenance
and improvement
• Household goods
• Kitchen and cooking
• Life insurance shoppers
• Luxury
• Men’s apparel and grooming
• New pet owners
• Outdoor living
• Pets
• Pet insurance shoppers
• Science and nature products
• Seasonal holidays
• Shoes
• Toys
• Womens apparel and beauty
Seasonal: Fathers, Mothers and Valentines Day
Retail Shoppers: Purchase Based > Seasonal > Holiday Shoppers >
Likely shoppers for Fathers day, Mothers Day and Valentines Day
• Fathers Day - Locations
• Fathers Day - Purchases
• Mothers Day - Locations
• Mothers Day - Purchases
• Valentines Day - Locations
• Valentines Day - Purchases
QSR and Dining
Retail Shoppers: Purchase Based > Food and Drink >
Consumers who are likely to be visitors or frequent spenders at casual
dining, fast food and other quick service restaurants.
• Dinner QSR visitors
• Lunch QSR visitors
• Breakfast QSR visitors
• Fast Food/QSR mexican frequent spenders
• Coffee frequent spenders
• Fast food/QSR subs and sandwich frequent spenders
• Fast food/QSR pizza frequent spenders
• Fast food/QSR ice cream frequent spenders
• Fast food/QSR frequent spenders
• Fast food/QSR chicken frequent spenders
• Fast food/QSR burger frequent spenders
• Casual dining frequent spenders
• Casual dining breakfast frequent spenders
Visit us at experian.com/marketing Pg. 37Table of Contents
Travel audiences from Experian allow
marketers to reach consumers based on data
that considers their travel intent, purchase
behaviors, and discretionary spend.
Travel audiences
A Florida theme park targets frequent theme
park visitors that do not have children in their
household to promote mid-week winter deals to
increase park visits while children are in school.
A five-star hotel and spa in Napa Valley wants to
promote their property. They use multiple Experian
audiences to find luxury travelers with relevant interests
for the property (foodies, wine lovers, and spa-goers).
Example use cases
Travel audience categories
Travel intent
Travel intent gives insight into a consumer’s likelihood to
visit, their travel preference, and the activities they engage
in while traveling, and more.
Data is sourced directly from consumers who have
reported their travel preferences.
Benefits:
• 36 audience segments that can be used to understand
consumer travel preferences.
• Direct opt-in consumer data.
Shopper behavior
Shopper behavior audiences are best used to reach
consumers based on tactical shopper behaviors and
patterns based on known purchase data.
Data is sourced from over 500 merchant brands that
represent about 300 million transactions per month.
Benefits:
• Scalable audience that provides 100% coverage to
Experian’s universe.
• Privacy by design. These highly accurate models are
validated by our audience team to ensure precise targeting.
Discretionary spend
Discretionary spend offers five levels of spend tiers
that predict annual discretionary spend for travel.
These audiences are modeled based on primary
market research and other data attributes from
Experian Marketing Data.
Benefits:
• Understand what consumers are and are not spending
money on.
• Understand how households intend to spend on travel
related activities.
Visit us at experian.com/marketing Pg. 38Table of Contents
Verticals: Travel audiences
Activities
Travel Intent > Activities
Consumers that are likely to enjoy the following activities while
traveling:
• Biking
• Boating
• Camping
• Culinary experience
• Fishing
• Golfing
• Hunting
• Nightlife
• Shopping
• Spa
• Professional sports events
• Tennis
• Touring sightseeing
• Volunteerism activities
• Water sports
• Winery distillery brewery tours
• Winter sports
Travel type
Travel Intent > Travel Type
Consumers who have traveled and stayed in a hotel for either business
or leisure:
• Traveled for business in the last 12 months
• Traveled for leisure in the last 12 months
Travel preference
Travel Intent > Travel Preferences
Consumers who are likely to have the following travel preferences:
• All suite hotel
• Beach/waterfront
• Eco-sustainable travel
• Resort
• Timeshare
Air travel
Retail shoppers: Purchase Based > Travel >
Household spending patterns on purchasing air travel:
• Frequent spenders
• High spenders
Cruise
Retail shoppers: Purchase Based > Travel >
Likely high or frequent spenders on hotels:
• Economy-Midscale
• Luxury
• Frequent spend
• High spend
Travelers
Retail shoppers: Purchase Based > Travel >
High spenders or frequent travelers for the following activities
and travel types:
• Business travelers
• Domestic
• Frequent spend
• Vacation/Leisure travelers
• Beach trips
• Domestic trips
• Economy-Midscale
• Frequent spenders
• High spenders
• Luxury
• Las Vegas strip visitors
• Spring break trips
• Summer trips
• Theme parks
• Weekend getaways
Travel intent
Shopper behavior
Likelihood to visit
Travel Intent > Likelihood to visit
Consumers who are likely to enjoy the following points of interests
while traveling:
• Amusement parks
• Historic sites
• Museums
• Parks
• Wildlife
• Zoo
Hotel preference
Travel Intent > Hotel Preference
Consumers who are likely to have the following hotel preferences:
• Best Western
• Choice hotels
• Hilton hotels
• Intercontinental Hotel Group hotels
• Marriot hotels
• Starwood hotels
Visit us at experian.com/marketing Pg. 39Table of Contents
Verticals: Travel audiences
Car rentals
Travel Intent > Activities
Likely spenders on car rentals:
• High spend
• Frequent spend
Holiday Travel
Retail Shoppers: Purchase Based > Seasonal >
Consumers who are likely to travel during the holiday season including:
• Travel by train
• Travel by airline
• Travel by budget savvy arline
International Travel
Retail Shoppers: Purchase Based > Seasonal >
Consumers who are likely to travel internationally during the holiday or
summer season:
• International travel
• Travel to Europe
• Travel to Asia
Summer Travel
Retail Shoppers: Purchase Based > Seasonal >
Consumers who are likely to travel during the summer.
• Vacation/Leisure
• Budget savvy travel
• Summer airline travel
Budget Savvy Travel
Retail Shoppers: Purchase Based > Lifestyle and Interests >
Consumers who prefer cost-effective airline options, prioritizing
affordability without compromising on travel experience.
Ride share
Retail shoppers: Purchase Based > Travel>
Likely frequent spenders for ride share services.
Shopper behavior continued
Discretionary spend
Discretionary spend
Consumer Financial Insights > Discretionary Spend >C
Predicts annual discretionary spend for travel:
• $1 - $499
• $500 - $1,999
• $2,000 - $4,999
• $5,000 - $9,999
• $10,000+
Visit us at experian.com/marketing Pg. 40Table of Contents
Verticals: Travel audiences
Improve engagement by refining your audience
Demographics
These audiences help refine your
targeting with relevant household
demographic attributes.
Example audiences
• Age
• Household Income
• Occupation
• Presence of children
Mobile Location
Gives you the ability to add another
intent trigger, physical location to
your audiences.
Example audiences
• Theme park visitors
• Sport event visitors
• Las Vegas strip visitors
• Ski resort visitors
• Summer break travelers
Lifestyle and Interests
Great audiences to layer in additional
behaviors and interest to refine your
audience.
Example audiences
• In-market travelers
• Hunters
• Sports enthusiasts
• Outdoor enthusiasts
• Travel frequency
• Cruise enthusiasts
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Layer additional data onto your audience reach strategy with impactful triggers such as demographics, location,
and lifestyle and interest behaviors.
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Visit us at experian.com/marketing Pg. 41Table of Contents
Specialty
categories
Data used to refine your
audiences by layering
these datasets.
Visit us at experian.com/marketing Pg. 42Table of Contents
Demographic audiences from Experian provide marketers with the
ability to tap into the accurate demographic data from Experian
Marketing Data to refine audiences to meet a brand’s target persona.
Our demographic audiences deliver insight into age, gender, income,
and household attributes such as home ownership, presence of
children in the household, and length of residence.
Demographic
audiences
A retail brand has a new line of clothing geared
toward mature women. They can use our
demographic audiences ‘females’ and ages
‘40 – 64.’
Demographic audience categories
Demographic audiences from Experian, combine our advanced
modeling capabilities with data sourced from public records,
census, consumer surveys and other public information to
create audiences across eight categories.
• Age
• Gender
• Marital Status
• Income
• Occupation
• Household size
• Household ownership
• Length of residence
An auto brand is running a special on their minivans and
would like to reach families with their advertising using
our demographic audiences presence of children 0–3,
4–6, 7–9 to reach families with young children.
Take a deeper look at our audiences
Age Band
Demographics > Ages >
Consumers who fit within the following age bands:
10 Year Bands
• 18 to 29
• 25 to 54
• 30 to 39
• 40 to 49
• 50 to 59
• 60 to 64
• 65+
Example use cases
Gender Bands
• Female 25+
• Female 25 to 54
• Male 25+
• Male 25 to 54
• Adult males 18 to 24
• Adult males 18 to 34
• Adult males 18 to 39
• Adult males 18 to 49
• Adult males 21 to 39
• Adult males 25 to 44
• Adult males 25 to 49
• Adult males 35 to 54
• Adult females 18 to 24
• Adult females 18 to 34
• Adult females 18 to 39
• Adult females 18 to 49
• Adult females 21 to 39
• Adult females 25 to 44
• Adult females 25 to 49
• Adult females 35 to 54
5 Year bands
• 19 to 24
• 21 to 24
• 25 to 29
• 30 to 34
• 35 to 39
• 40 to 44
• 45 to 49
• 50 to 54
• 55 to 59
• 60 to 64
• 65 to 69
• 70 to 74
• 75 to 79
• 80 to 84
• 85 to 89
• 90 to 94
• 95 to 99
• 75+
Other age bands
• Adults 18 to 24
• Adults 18 to 34
• Adults 18 to 39
• Adults 18 to 49
• Adults 21 to 39
• Adults 25 to 44
• Adults 25 to 49
• Adults 35 to 54
Visit us at experian.com/marketing Pg. 43Table of Contents
Specialty categories: Demographic audiences
Gender
Demographics > Gender >
Consumers who are either male or female.
Marital Status
Demographics > Marital status >
Consumers who are likely married or single.
Homeowners/Renters
Demographics > Homeowners/Renters >
Consumers who are likely to either own or rent their current residence.
Household Income
Demographics > Household Income (HHI) >
Consumers who are likely have an estimated household income within
the bands below:
• $10K Increments
• $1,000 to $14,999
• $15,000 to $24,999
• $25,000 to $39,999
• $40,000 to $49,999
• $50,000 to $59,000
• $60,000 to $74,999
• $75,000+
• $25K Increments
• $1,000 to $24,000
• $25,000 to $49,000
• $50,000 to $74,999
• $75,000 to $99,999
• $100,000 to $124,999
• $125,000 to $149,999
• $150,000 to $174,999
• $175,000 to $199,999
• $200,000+
• $50K Increments
• $1,000 to $49,999
• $50,000 to $99,999
• $100,000 to $149,999
• $150,000 to $199,999
• $200,000 to $249,999
• $250,000+
Length of Residence
Demographics > Length of Residence (LOR) >
Consumers who have lived at their residence for the following
time bands:
• 0 to 1 years
• 2 to 4 years
• 5 to 9 years
• 10 to 14 years
• 15 to 19 years
• 20 to 24 years
• 25 to 29 years
• 30 to 34 years
• 35 to 99 years
Presence of Children
Demographics > Presence of Children >
Consumers who likely have children in the household within the
following age bands:
• Ages 0 to 3
• Ages 4 to 6
• Ages 7 to 9
• Ages 10 to 12
• Ages 13 to 15
• Ages 16 to 17
• Ages 0 to 17
Generations
Demographics > Ages >
Consumers who are a part of the generations listed below:
• Baby Boomers
• Gen Xers
• Gen Y
• Equity Loan Age
• Gender by generation
• Female Baby Boomers
• Female Gen X
• Female Gen Y
• Male Baby Boomers
• Male Gen X
• Male Gen Y
Visit us at experian.com/marketing Pg. 44Table of Contents
Specialty categories: Demographic audiences
Have you seen our vertical audiences?
Our demographic data works great performs well when combined with our vertical audiences! We have syndicated audiences that span across
the following verticals.
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Auto FinancialEnergy and Utility
RetailRetail and CPG TravelTravelHealthHealth
Business
PoliticalPolitical
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Visit us at experian.com/marketing Pg. 45Table of Contents
Travel audiences from Experian allow marketers to reach
consumers based on data that considers their travel
intent, purchase behaviors, and discretionary spend.
Lifestyle and
Interests audiences
A furniture store would like to drive traffic for their
Labor Day sale and uses the Lifestyle and Interests
audience ‘First time homebuyer’ to promote their
budget friendly furniture.
Lifestyle and Interests audience methodology
Lifestyle and Interests audiences from Experian, combine our
advanced modeling capabilities with data sourced from self-
reported interest and behavior surveys, syndicated research
panels, and online behavior, which includes search and website
visitation. These audiences can be used to support and refine
audience creation across multiple verticals including:
• General interests
• Life events
• TV
• Auto
• Business
• Energy
• Finance
• Health
• Politics
• Retail
• Travel
A brand is looking to run a promotional digital campaign
on digital that uses Experian’s ad responder ‘digital’
audience to help improve campaign performance.
Take a deeper look at our audiences
Attitudes
Psychographic/Attitudes > Media Involvement >
Psychographic/Attitudes > Self Concept >
Social Network Behaviors > Social IQ >
Audiences that contain consumers who are likely to have the
following attitudes:
• Media involvement
• Newspaper
• Radio
• Ad negativity
• Advertising receptive
• Magazine
• TV
• Self concept
• Affectionate/Passionate
• Brave/Courageous
• Dominating/Authoritarian
• Efficient/Organized
• Refined/Gracious
• Social network behaviors
• Social media heavy user
Ad responders
Consumers who respond to promotions on the following channels
based on known transactions in the last 24 months:
• Digital
• Direct Mail
• Email
• Insert
Social media
Consumers who are likely to be active social media users based
on terms and engagement within social media platforms:
• Facebook
• Instagram
• LinkedIn
• Pinterest
• Snapchat
• Twitter
Example use cases
General interests
Visit us at experian.com/marketing Pg. 46Table of Contents
Specialty categories: Lifestyle and Interests audiences
First time homebuyer
Life Events > Life Events >
Identifies consumers who are likely to be first time home buyers.
New homeowners
Life Events > New Homeowners >
Consumers who are likely to be new homeowners in the past
6 to 12 months.
New movers
Life Events > New Movers >
Consumers who are likely to have recently moved in the past
6 to 12 months
Recently married
Life Events > Recently Married (Newlyweds) >
Consumers who have recently changed their marital status from
single to married in the last 3, 6 or 12 months.
Recently single
Life Events > Recently Single (Divorced) >
Consumers who have recently changed their marital status from
married to single in the last 3, 6 or 12 months.
New parents
Life Events > New Parents >
Consumers who are likely new parents for children 0 to 36 months.
Cord cutters
Lifestyle and Interests (Affinity) > Cord Cutters >
Consumers who prefer alternative internet-based streaming based on
survey response data.
Local news
Lifestyle and Interests (Affinity) > Local News >
FLA Friendly – consumers likely interested in local news based on
internet activity in the last 90 days.
News
Lifestyle and Interests (Affinity) > News >
FLA Friendly – consumers likely interested in news based on internet
activity in the last 90 days.
Television
Lifestyle and Interests (Affinity) > Television (TV) >
Consumers who likely watch the following programs:
• Comedy television watcher
• Couch potatoes – Drama lovers
• Couch potatoes – Female focus
• Game show watcher
• Grammy watcher
• Guy shows on TV
• HBO watcher
• Oprah fan
• Reality TV show viewer
• Top Chef TV viewer
• TV animation show fans
• TV history show fans
• TV how-to shows
• TV movie fans
• TV news
Life events TV audiences
Visit us at experian.com/marketing Pg. 47Table of Contents
Specialty categories: Lifestyle and Interests audiences
Automotive
Lifestyle and Interests (Affinity) > Automotive >
FLA Friendly – Consumers interested in general automotive based
on their internet activity in the last 90 days.
Car culture
Lifestyle and Interests (Affinity) > Automotive > Care Culture
FLA Friendly – Consumers likely interested in automotive car culture
based on internet activity in the last 90 days.
Auto insurance
Lifestyle and Interests (Affinity) > In-Market > Auto Insurance >
Consumers likely in-market for auto insurance.
Presence of automobile
Lifestyle and Interests (Affinity) > Purchase Behavior >
Consumers who likely own an automobile.
New job
Social Media > New Job >
Reporting consumers to have started a new job based on using the
search term ‘starting a new job’ on social media.
Sales professionals
Consumer Behaviors > At-Home: Business Travelers/
Sales Professionals >
Consumers who are business travelers and are within the sales
profession.
Occupation
Consumer Behaviors >
Consumers who are likely to work within the following professions
and industries:
• Construction/Mining
• Education
• Essential workers
• Government
• Healthcare/Social Services
• QSR/Restaurants
• Retail
• Small business owners
• Travel and hospitality
Solar energy
Lifestyle and Interests (Affinity) > In-Market> Solar Energy >
Reporting consumers to have started a new job based on using
the search term ‘starting a new job’ on social media.
Credit card users
Lifestyle and Interests (Affinity) > Financial >
Frequent users of various card types listed below:
• Corporate credit card
• Credit card
• Debit card
• Major credit card
• Premium credit card
• Store credit card
Financial behaviors
Lifestyle and Interests (Affinity) > Financial Behavior >
Predictive audiences that find consumers who are likely to perform
the following behaviors:
• Credit card revolver (Pay minimum)
• Credit card transactor (Pay all)
• Life insurance policy holder
• Medical insurance policy holder
• Medicare policy holder
• Offline tax software user
• Online active frequent shoppers
• Online banking audience
• Online tax software user
• Tax Return – Self prepare user
• Tax Return – Professional service prepare user
• Tax shelter – Portfolio value $100K+
Investors
Lifestyle and Interests (Affinity) > Investors>
onsumers who are likely to be active investors in the following:
• Active Investor
• Brokerage Account Owner
• Online Trading
• Retirement Plan
• Mutual Fund Investor
Auto audiences
Business audiences
Energy audiences
Finance audiences
Visit us at experian.com/marketing Pg. 48Table of Contents
Specialty categories: Lifestyle and Interests audiences
Health and fitness
Lifestyle and Interests (Affinity) > Health & Fitness >
Consumers who are likely to be interested in health and fitness:
• Fitness Enthusiasts
• Healthy Living
• On a diet
• Weight conscious
Image leader
Lifestyle and Interests (Affinity) > Health and Diet Attitudes >
Consumers who are likely to try any new health and nutrition products,
and actively be a health information source for others.
Healthy holistics
Lifestyle and Interests (Affinity) > Health and Diet Attitudes >
Consumers who are likely to try any new health and nutrition products,
actively be a health information source for others.
Image shapers
Psychographic/Attitudes > Health and Well Being >
Consumers who believe looking good means being healthy.
Convenience and healthy choices can and do go together for
this group.
Invincibles
Psychographic/Attitudes > Health and Well Being >
Consumers who are likely to be Health and Well Being “Invincibles”.
Based on the statistical analysis of consumers that have reported
to be unconcerned about their health.
Trusting parents
Psychographic/Attitudes > Health and Well Being>
Consumers thatwho rely on doctors and are aware of and follow
healthy eating and lifestyle practices.
Weight reformers
Psychographic/Attitudes > Health and Well Being>
Consumers who struggle with health food choices as they try to find
an easy and effective way to improve their diet and health.
Charitable causes
Lifestyle and Interests (Affinity) > Charitable Causes >
Consumers who are likely to engage with charitable causes including:
• Contributes by volunteering
• Contributes to arts/culture charities
• Contributes to charities
• Contributes to education charities
• Contributes to health charities
• Contributes to political charities
• Contributes to private foundations
Television
Lifestyle and Interests (Affinity) > Television (TV) >
Consumers who are likely to view the following television programs:
• Political TV – Conservative
• Political TV – Liberal
• Political TV – Liberal Comedy
Family centered
Psychographic/Attitudes > Personal Views >
Consumers who are likely to spend a quiet evening at home rather
than go out; time is more valuable than money, duty before enjoyment,
and they enjoy spending time at home with family.
Social isolation
Psychographic/Attitudes > Personal Views >
Consumers who are likely unhappy with their life as it is, feel very
alone in the world, worry a lot about oneself, and feel that there is
little that can be done to change their life.
Work centered
Psychographic/Attitudes > Personal Views >
Consumers who are likely to view money as the best measure
of success, willing to sacrifice time with family to get ahead,
view themselves as workaholics, and have the world view that
people get what they deserve in life.
Health audiences Political audiences
Visit us at experian.com/marketing Pg. 49Table of Contents
Specialty categories: Lifestyle and Interests audiences
Activities and entertainment
Lifestyle and Interests (Affinity) > Activities and Entertainment >
Consumers who are likely to enjoy the activities listed below:
• Boating
• Coin collecting
• Do-it-yourselfers
• Home improvement
• Golf
• Video games
Purchase behavior
Lifestyle and Interests (Affinity) > Purchase Behavior >
Consumers who are likely to shop at the following retail categories:
• Luxury home good buyer
• Luxury store buyer
• Prepaid phone & calling card
• Security system
• Supercenter
• Warehouse club member
• Young adult clothing buyers
Hobbies
Lifestyle and Interests (Affinity) > Hobbies >
Consumers who are likely to be interested in the following hobbies:
• Gardening
• Gourmet cooking
• Jewelry making
• Photography
• Scrapbooking
Sports and recreation
Lifestyle and Interests (Affinity) > Sports and Recreation >
Consumers who are likely to play the following sports:
• Plays hockey
• Plays soccer
• Plays tennis
• Sports enthusiast
Technology
Lifestyle and Interests (Affinity) > Technology >
Consumers who are likely to have a high probability to adopt or own
technology in the following categories:
• Apple iPod/iPhone owner
• Apple Mac purchaser
• Dell computer owner
• Home telco subscriber
• Online general use email
• Online researcher
Style and fashion
Lifestyle and Interests (Affinity) > Style and Fashion >
Consumers who are likely to be interested in “Style and Fashion” based
on internet activity in the last 90 days.
Feature focus
Psychographic/Attitudes > Mobile Behaviors >
Consumers who are likely to value features and technology more than
the traditional calling features in helping to get information and keeping
up with news.
Switching behavior
Psychographic/Attitudes > Mobile Behaviors >
Consumers who are likely to switch service providers for different
reasons including better quality, plans or technology.
Books and reading
Lifestyle and Interests (Affinity) > Books & Reading >
Consumers who are book readers:
• Audio book listener
• Book reader
• E-book reader
Home and garden
Lifestyle and Interests (Affinity) > Home and Garden >
FLA Friendly - Consumers who are likely to be interested in home
and garden:
• Gardening
• Home decorating
In-market
Lifestyle and Interests (Affinity) > In-Market >
Consumers who are likely to be interested in the following products and
verified with known transactions:
• Furniture
• Furniture (family)
• Gift baskets
• High-end furniture
• Home décor
• Home improvement
• Home improvement (family)
• Kitchen dining furniture
• Kitchenware
• Living room furniture
• Luxury brand shopper
• Mattress and bedding
• Patio heaters
• Retail apparel
• Retail apparel – Deal shoppers
• Retail apparel – Families
• Seasonal products
• Shoes (deal seeker)
• Wedding registry
CPG and retail audiences
Visit us at experian.com/marketing Pg. 50Table of Contents
Specialty categories: Lifestyle and Interests audiences
Traditional users
Psychographic/Attitudes > Mobile Behaviors >
Consumers who are likely to use a landline cell phone for basic calling
as well as the tendency to reserve a cell phone for emergency use.
Mobile users
Psychographic/Attitudes > Mobile Users >
Consumers who likely exhibit the following mobile behaviors:
• Basic planners
• Mobile professionals
• Mobirati’s
• No mobile phone
• Pragmatic adopters
• Social connectors
Just the essentials
Psychographic/Attitudes > Retail Shoppers >
Consumers who are likely to purchase the necessities. They know what
they want before they go shopping and are not impulsive shoppers.
Key Themes: no nonsense.
Mall maniacs
Psychographic/Attitudes > Retail Shoppers >
Consumers who like to try new products, stores, and styles. They
connect and interact with their preferred brands and shopping brings
them enjoyment Key themes: attention, approval, quality, and image.
Original traditionalists
Psychographic/Attitudes > Retail Shoppers >
Consumers who are likely to be loyal to their brands, stores,
services, and their country. They are knowledgeable and the most
environmentally responsible group who incorporate green practices
regularly. Key themes: experience, trust, and reliability.
Status strivers
Psychographic/Attitudes > Retail Shoppers >
Consumers who are likely to consider shopping fun and recreational.
They like to browse as much as they buy. They are willing to travel
to stores and spend the money and time necessary to keep up with
trends. Key theme: image.
CPG and retail audiences continued
Upscale clicks and bricks
Psychographic/Attitudes > Retail Shoppers >
Consumers who are likely to be knowledgeable and buy in-store or
online. They are always carefully to research purchases online first,
shop around, and compare prices before buying. Key theme: good
deals.
Virtual shoppers
Psychographic/Attitudes > Retail Shoppers >
Consumers who are likely to go for the bargains and the internet
helps them find discounts so they don’t pay full price. Key themes:
affordability and ease.
Approval seeking
Psychographic/Attitudes > Shopper Behavior >
Consumers who are likely to buy things that friends and neighbors
approve of as well as keeping abreast of changes in fashions and
styles.
Brand loyals
Psychographic/Attitudes > Shopper Behavior >
Consumers who are likely to resist buying unknown brands to save
money and looking for brand names on packages.
Child influenced
Psychographic/Attitudes > Shopper Behavior >
Consumers who are likely to buy products because of children, either
products that are child requested or because of a child’s welfare.
Impulse buyer
Psychographic/Attitudes > Shopper Behavior >
Consumers who are likely to change brands for the sake of variety and
novelty. They make spur of the moment purchases and lack planning
for major purchases.
Informed consumer
Psychographic/Attitudes > Shopper Behavior >
Consumers who are likely knowledgeable about products, including
reading product labels and shopping to take advantage of bargains.
Online Coupon Shoppers
Lifestyle and Interests (Affinity) > Shopping Behavior >
Consumers who frequently seek and use online coupons to save
on purchases.
Visit us at experian.com/marketing Pg. 51Table of Contents
Specialty categories: Lifestyle and Interests audiences
Smart greens
Psychographic/Attitudes > Technology Adoption >
Consumers who are likely to buy products in recycled packaging, paper
products that are recycled, and are against polluting products.
Home office
Consumer Behaviors >
Consumers who are likely to own computer accessories like scanners
and photo printers. They may be more likely to work from home, and
thus spend a lot of time in their homes.
Fantasy Sports Enthusiasts
Lifestyle and Interests (Affinity) > Online Activity >
Consumers who are most likely to enjoy fantasy sports online.
Technology apprentices
Psychographic/Attitudes > Technology Adoption >
Consumers who are likely to be Technology Apprentices. They take
advantage of technology using the internet and gadgets to a large
extent but still have room to expand their usage.
Families at home
Consumer Behaviors >
Consumers who are likely to consist of have households with that
have children:
• Under 13
• 13+
Technology journeymen
Psychographic/Attitudes > Technology Adoption >
Consumers who are likely to be Technology Journeymen.
They consider technology an important part of life and are skilled
users of new technology.
Technology novices
Psychographic/Attitudes > Technology Adoption >
Consumers who are likely to be Technology Novices. They consider
technology having limited impact on their life and are disconnected
from emerging technology.
Technology wizards
Psychographic/Attitudes > Technology Adoption >
Consumers who are likely to be Technology Wizards. They rely heavily
on technology and new gadgetry.
Social media
Social Media >
Consumers who are likely to be active social media users based on
terms and engagement within social media platforms:
• Black Friday shopper
• Fitness device wearer
• Subscription boxes - Apparel
CPG and retail audiences continued
Visit us at experian.com/marketing Pg. 52Table of Contents
Specialty categories: Lifestyle and Interests audiences
Travel audiences
Activities and entertainment
Lifestyle and Interests (Affinity) > Activities and Entertainment >
Consumers who are likely to participate in the following activities:
• Attends education programs
• Canoeing/Kayaking
• Hunters
• NASCAR enthusiasts
• NBA enthusiasts
• NFL enthusiasts
• NHL enthusiasts
• PGA Tour enthusiasts
• Zoo visitors
Hobbies
Lifestyle and Interests (Affinity) > Hobbies >
Consumers who are likely interested in either fishing or are outdoor
enthusiasts.
In-market
Lifestyle and Interests (Affinity) > In-Market >
Online intenders likely interested in travel products. These audiences
are validated against known transactions.
Sports
Lifestyle and Interests (Affinity) > Sports >
Consumers who are likely interested in the following sports activities:
• College basketball enthusiast
• College football bowls
• Snow sports
Travel
Lifestyle and Interests (Affinity) > Travel >
Consumers who are likely to exhibit the following travel behaviors:
• Frequent flyer program members
• High frequency business traveler
• High frequency cruise enthusiast
• High frequency domestic vacationer
• High frequency foreign vacationer
• Hotel guest loyalty program
Visit us at experian.com/marketing Pg. 53Table of Contents
Specialty categories: Lifestyle and Interests audiences
Have you seen our vertical audiences?
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Auto FinancialEnergy and Utility
RetailRetail and CPG TravelTravelHealthHealth
Business
PoliticalPolitical
Visit us at experian.com/marketing Pg. 54Table of Contents
Mobile location data from Experian delivers insight to brands on
the “a day in the life” of a consumer. Ultimately mobile location
audiences help marketers better understand consumer lifestyles
based on one of the most concrete actions, physical location
visits to retailers and other key points of interests.
Mobile Location audiences
A hotel brand has multiple locations near
sporting arenas. They can run a campaign
targeting consumers who have likely attended
a sporting event at NFL, NBA, MLB and college
arenas for discounts on dining and rooms.
Mobile Location audience methodology
Experian uses data sourced from mobile application
developers and publishers, data aggregators, mobile ad
networks, and exchanges as a foundation in the development
of our mobile location audiences. These sources provide
Experian with data on thousands of brands and points of
interest within the United States.
• Retail:
• General
• Seasonal Shoppers
• QSR and Dining
• Household
A retail brand is opening new locations in outdoor
malls throughout the country. They can target
‘Outdoor Retail Shoppers’ to reach consumers who
would be most interested in their new stores.
Take a deeper look at our audiences
Example use cases
Our mobile location audiences
cover the following categories:
Big box shoppers
Mobile Location Models > Visits >
Likely big box store visitors. Based on the statistical analysis of mobile
devices that visited big box store locations (e.g. Sams Club, BJs
Wholesale, Costco etc...) in a 90-day time frame.
Electronics stores
Mobile Location Models > Visits >
Likely electronics store visitors. Based on the statistical analysis of
mobile location data from devices.
Outlet malls shoppers
Mobile Location Models > Visits >
Likely outlet mall visitors. Based on the statistical analysis of mobile
devices that visited locations at least once in 90-day time frame.
Jewelry retail stores
Mobile Location Models > Visits >
Likely jewelry store shoppers. Based on the statistical analysis of mobile
location data from devices.
High-income and high-end shoppers
Mobile Location Models > Visits >
Likely to be high-income and shop high-end brands. Predictive model
based on a statistical analysis of mobile devices that visited high-end
stores (Gucci, Dior, Channel, Louis Vuitton, Prada, Versace, etc.) during
the last calendar year. Established and mature couples living gratifying
lifestyles in older homes.
Retail: General
• Media and Entertainment
• Auto
• Travel
Visit us at experian.com/marketing Pg. 55Table of Contents
Luxury women’s retail shoppers
Mobile Location Models > Visits >
Likely luxury women’s retail shoppers. Based on the statistical analysis
of mobile devices that visited luxury women’s store locations (e.g.
Bloomingdales, Nordstrom, Macys, Saks Fifth Ave, Banana Republic)
at least once in 90-day time frame.
Mall shoppers
Mobile Location Models > Visits >
Likely frequent mall visitors. Based on the statistical analysis of mobile
devices that visited locations at least once a week in 30-day time
frame.
Outdoor retail shoppers
Mobile Location Models > Visits >
Likely outdoor retail shoppers. Based on statistical analysis of mobile
devices that visited outdoor retail locations (e.g. Dicks Sporting Goods,
Marmot, Moosejaw, Patagonia, REI, Title Nine) at least once in 90-day
time frame.
Shoe shoppers
Mobile Location Models > Visits >
Likely shoe retail store visitors. Based on the statistical analysis of
mobile devices that visited shoe store locations (e.g. Famous Footwear,
DSW, Foot Locker, Lady Foot Locker etc...) at least once in 90-day time
frame. Active, young, upper established suburban couples and families
living upwardly-mobile lifestyles.
Sporting goods shoppers
Mobile Location Models > Visits >
Likely sporting goods shoppers. Based on the statistical analysis of
mobile device visits to sporting goods store locations (e.g. Bass Pro
Shops, REI, Academy, Cabela’s, Golfsmith, Dicks Sporting Goods, Orvis,
Marmot etc...) in a 90-day time frame.
Wedding registry shoppers
Mobile Location Models > Visits >
Likely wedding registry store visitors. Based on the statistical analysis
of mobile devices that visited wedding register store locations (e.g.
Crate & Barrel, Williams Sonoma, Bed Bath & Beyond, Pottery Barn,
etc...) at least once in 90-day time frame.
Women’s retail shoppers
Mobile Location Models > Visits >
Likely women’s retail shoppers. Based on the statistical analysis of
mobile devices that visited women’s retail locations (e.g. Gap, Kohls,
Ross, T J Maxx, Marshalls, Express, Levis, Belk) at least once in 90-day
time frame.
Young women’s retail shoppers
Mobile Location Models > Visits >
Likely young women’s retail shoppers. Based on the statistical analysis
of mobile devices that visited young women’s retail locations (e.g.
American Eagle, Old Navy, Target, Gap, Kohls, Express, Belk) at least
once in 90-day time frame.
Hardwood floor retail stores
Mobile Location Models > Visits >
Likely hardwood floor shoppers. Based on the statistical analysis of
mobile location data from devices.
High end furniture shoppers
Mobile Location Models > Visits >
Likely high-end furniture store visitors. Based on the statistical analysis
of mobile devices that visited high-end furniture store locations (e.g.
Crate & Barrel, Williams-Sonoma, West Elm, Pottery Barn etc...) at least
once in 90-day time frame.
Mattress store shoppers
Mobile Location Models > Visits >
Likely mattress store visitors. Based on the statistical analysis of mobile
devices that visited mattress store locations (e.g. Sleep Number, LA
Mattress, Mattress Firm, Slumberland, Casper etc...) at least once in
90-day time frame.
Mid-low furniture shoppers
Mobile Location Models > Visits >
Likely mid-low-end furniture store visitors. Based on the statistical
analysis of mobile devices that visited mid-low furniture store locations
(e.g. IKEA, Rooms to Go, Ashely Furniture, American Signature etc...)
at least once in 90-day time frame.
Coffee shop visitors
Mobile Location Models > Visits >
Likely coffee store visitors. Based on the statistical analysis of mobile
devices that visited coffee shop locations (e.g. Dunkin Donuts,
Starbucks, Peets etc...) at least once in 90-day time frame.
Quick service restaurants (QSR)
Mobile Location Models > Visits >
Likely to frequently visit quick service restaurants (QSR) in the last
30 days. Based on the statistical analysis of mobile location data
from devices.
Retail: General continued Retail: Households
Retail: QSR and dining
Specialty categories: Mobile Location audiences
Visit us at experian.com/marketing Pg. 56Table of Contents
Black Friday shoppers
Mobile Location Models > Visits >
Likely Black Friday shoppers. Based on the statistical analysis of mobile
devices that visited Black Friday sale locations during Black Friday.
Easter shoppers
Mobile Location Models > Visits >
Likely shoppers for the Easter Holiday. Based on the statistical analysis
of mobile devices that visited retail stores during the two weeks prior to
the Easter Holiday (including Easter day) from the previous year.
Father’s Day shoppers
Mobile Location Models > Visits >
Likely shoppers for Father’s Day gifts. Based on the statistical analysis
of mobile devices that visited retail stores during the two weeks prior to
Father’s Day (including Father’s Day) from the previous year.
Holiday deal shoppers
Mobile Location Models > Visits >
Likely holiday sale shoppers. Based on the statistical analysis of mobile
devices that visited holiday sale locations during holiday shopping
period, 11/1–12/24.
July 4th shoppers
Mobile Location Models > Visits >
Likely 4th of July shoppers. Based on the statistical analysis of mobile
devices that visited any retail store locations such as department
stores, discount stores, furniture stores, and electronic stores late-
June through early July.
Memorial Day shoppers
Mobile Location Models > Visits >
Likely Memorial Day shoppers. Based on the statistical analysis of
mobile devices that visited retail store locations such as department,
discount, furniture and electronic stores between late-May through
end of May.
Mother’s Day shoppers
Mobile Location Models > Visits >
Likely shoppers for Mothers’ Day gifts. Based on the statistical analysis
of mobile devices that visited retail stores during the two weeks prior
to Mother’s Day (including Mother’s Day) from the previous year.
Valentine’s Day shoppers
Mobile Location Models > Visits >
Likely shoppers for Valentine’s Day gifts. Based on the statistical
analysis of mobile devices that visited retail stores during the two
weeks prior to Valentine’s Day (including Valentine’s Day) from the
previous year.
Halloween shoppers
Mobile Location Models > Visits >
Likely to visit Halloween or party stores. Predictive model based on
a statistical analysis of mobile devices that visited Halloween stores
within two weeks of Halloween.
Auto dealerships
Mobile Location Models > Visits >
Likely auto store shoppers. Based on the statistical analysis of mobile
location data from devices.
E-vehicle charging station visitors
Mobile Location Models > Visits >
Likely to visit electronic vehicle Charging stations. Predictive model
based on a statistical analysis of mobile devices that visited e-charging
stations during a recent 30-day time frame.
Concert venues visitors
Mobile Location Models > Visits >
Likely concert venue visitors. Based on the statistical analysis of mobile
devices that visited locations at least once in 90-day time frame.
Movie theater visitors
Mobile Location Models > Visits >
Likely movie theater visitors. Based on the statistical analysis of
mobile devices that visited movie theater locations (e.g. AMC Theaters,
Carmike Cinema, Regal Cinema, Cinemark, Landmark etc...) at least
once in 90-day time frame.
College sport venues
Mobile Location Models > Visits >
Likely college sport venue visitors. Based on the statistical analysis of
mobile devices that visited locations at least once in 90-day time frame.
July 4th travelers
Mobile Location Models > Visits >
Likely 4th of July travelers. This predictive model is based on the
statistical analysis of mobile devices that visited airports, hotels,
and car rental locations between late-June through early-July.
Las Vegas Strip visitors
Mobile Location Models > Visits >
Likely to visit the Las Vegas Strip, including casinos. Predictive model
based on a statistical analysis of mobile devices that do not live in the
area but visited the Las Vegas Strip during a recent 30-day time frame.
MLB stadium visitors
Mobile Location Models > Visits >
Likely to visit MLB stadiums. Predictive model based on a statistical
analysis of mobile devices that visited MLB stadiums between early-
April and early-November.
Retail: Seasonal shoppers Auto
Media and entertainment
Travel
Specialty categories: Mobile Location audiences
Visit us at experian.com/marketing Pg. 57Table of Contents
NBA arena visitors
Mobile Location Models > Visits >
Likely to visit NBA arenas. Predictive model based on a statistical
analysis of mobile devices that visited NBA arenas between early-
July through late-April.
NFL stadium visitors
Mobile Location Models > Visits >
Likely to visit NFL stadiums. Predictive model based on a statistical
analysis of mobile devices that visited NFL stadiums between early-
September and early-February.
Ski resort visitors
Mobile Location Models > Visits >
Likely to visit ski resorts. Predictive model based on a statistical
analysis of mobile devices that visited ski resort locations January
through March.
Summer break travelers
Mobile Location Models > Visits >
Likely summer break travelers. This predictive model is based on a
statistical analysis of mobile devices that visited airports, hotels, and
car rental locations between mid-June through mid-July.
University arena college basketball visitor
Mobile Location Models > Visits >
Likely to visit university arenas - college basketball. Predictive model
based on a statistical analysis of mobile devices that visited university
arenas between early-November and early-April.
University arena college football visitor
Mobile Location Models > Visits >
Likely to visit university stadiums - college football. Predictive model
based on a statistical analysis of mobile devices that visited university
arenas between.
College students
Mobile Location Models > Visits >
Likely to be a college student. Predictive model based on a statistical
analysis of mobile devices that visited college and universities January
through March, excluding Saturday and Sunday.
Financial service visitors
Mobile Location Models > Visits >
Likely financial services visitors. Based on the statistical analysis of
mobile devices that visited financial services locations (e.g. Wells Fargo,
TD Bank, Citibank, US Bank, Regions Bank, HSBC etc...) at least once in
90-day time frame.
Frequent gym goers
Mobile Location Models > Visits >
Likely gym visitors. Based on the statistical analysis of mobile devices
that visited gym locations e.g. World Gym, Lifetime Fitness, LA Fitness,
Planet Fitness, Anytime Fitness etc...) at least once in 90-day time
frame.
Travel continued Other audiences
Specialty categories: Mobile Location audiences
Visit us at experian.com/marketing Pg. 58Table of Contents
Specialty categories: Mobile Location audiences
Have you seen our vertical audiences?
Our demographic data works great performs well when combined with our vertical audiences! We have syndicated audiences that span across
the following verticals.
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Auto FinancialEnergy and Utility
RetailRetail and CPG TravelTravelHealthHealth
Business
PoliticalPolitical
Visit us at experian.com/marketing Pg. 59Table of Contents
Experience unprecedented precision in targeting
your television audiences. Target viewers through
Experian’s innovative approach that combines accuracy
and confidence, empowering you to optimize your
marketing campaigns.
Television audiences
Television audience categories
A theme park could choose to suppress
audiences for solo TV watchers. This would
remove wasted spending for viewers who
are less likely to engage with their marketing
campaign, instead, maximizing its spend for
audiences such as co-watchers with children
who find the ad most relevant.
TV usage and viewing
Combines data from ARF’s DASH data set with Experian
Marketing Data attributes to create TV audiences that
reflect how viewers interact with TV and digital devices.
Benefits:
• Uses DASH survey responses for audience creation.
• Combines TV viewership data with demographic and
behavioral attributes from Experian Marketing Data.
TV set ownership
Combines data from ARF’s DASH data set with
Experian Marketing Data attributes to identify
and predict TV set ownership.
Benefits:
• Uses DASH survey responses for audience creation.
• Combines survey responses for TV set ownership with
other data attributes from Experian Marketing Data to
predict ownership across Experian’s database.
Targeting TV enthusiasts, a streaming service
could support a campaign to promote a
new show with high-quality special effects,
emphasizing that the new show is exclusively
available on the streaming platform and
showcases the latest technology and features
that enhance the viewing experience, such as
4K picture quality and immersive sound.
Example use cases
Visit us at experian.com/marketing Pg. 60Table of Contents
Specialty categories: Television audiences
Take a deeper look at our audiences
Household/Family viewing
Television (TV) > Household/Family Viewing >
Households who are likely to have the following watch behaviors and
patterns:
• Antenna TV households
• Broadband TV only households
• Cable satellite or streaming network subscribers
• Cable and streaming service subscribers
• Cable service subscribers
• Co-watchers with children
• Co-watchers without children
• Cord cutters co-watchers
• Financial viewers - broadcast cable
• Financial viewers - streaming
• Pay TV/vMVPD subscribers’ households
• Solo watchers Brand owners
Television (TV) > Brand Owners >
Households likely to own the following brands:
• Samsung
• Vizio
• LG
• Sony
• Brand loyalist
Ad avoiders
Television (TV) > Ad Avoiders/Ad Acceptors >
Households that are likely to subscribe to a combo of ad-free services
and/or use DVR options across multiple platforms.
Free and Paid Ad Supported Streaming TV
Television (TV) > Ad Avoiders/Ad Acceptors >
Consumers who subscribe to both free and paid streaming services
that feature advertisements.
Ad acceptors
Television (TV) > Ad Avoiders/Ad Acceptors >
Households that are likely willing to watch ads in exchange for free
content.
Paid Ad Supported Streaming TV Subscriber
Television (TV) > Ad Avoiders/Ad Acceptors >
Consumers who subscribe to paid streaming services that include
advertisements on platforms like Hulu and Peacock.
Paid TV high spenders
Television (TV) > TV Enthusiasts >
Households that are likely watching traditional cable, satellite and
various streaming services and have watched two or more TVs in the
past seven days. Hard-core TV watchers/enthusiasts willing to spend
money.
Viewing device type
Television (TV) > Viewing Device Type >
Households with a high probability of watching TV on the following
screen types:
• Screen size – Small
• Screen size – Large
TV usage and viewing
TV set ownership
Visit us at experian.com/marketing Pg. 61Table of Contents
Specialty categories: Television audiences
Have you seen our vertical audiences?
Our television data performs well when combined with our vertical audiences.! We have syndicated audiences that span across the following
verticals:
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Auto FinancialEnergy and Utility
RetailRetail and CPG TravelTravelHealthHealth
Business
PoliticalPolitical
Visit us at experian.com/marketing Pg. 62Table of Contents
Branded
data
Developed by Experian
to simplify demographic
and behavioral insights.
Visit us at experian.com/marketing Pg. 63Table of Contents
• Fresh and relevant new insights about consumers and their lifestyles, choices, preferences, and habits.
• Allows for consistent audience definition and experience across all marketing touch points.
• Effective for building and augmenting audience targets, going beyond simple demographics.
Mosaic is a classification system that paints a rich picture
of U.S. consumers and their socio-demographics, lifestyles,
behaviors, and culture. Using Mosaic audiences, you can
anticipate the behavior, attitudes, and preferences of your best
customers and reach them in the most effective traditional and
digital channels with the best messages.
Mosaic® audiences
An auto brand is building a campaign around
growing families for their new minivan. The auto
brand can use ‘Active Family Crew' from our
Mosaic audiences to reach families with a
kid-centric active lifestyle.
A brand launching an organic line of pre-packaged
snacks and lunches can combine ‘Digital Family
Planners’ from our Mosaic audiences and ‘Healthy
Holistics’ from our Lifestyle and Interests audiences
to reach families who are committed to exercising
and making healthy choices.
Example use cases
Stats
19 groups 70 types
Benefits
Visit us at experian.com/marketing Pg. 64Table of Contents
Take a deeper look at our audiences
Established Affluence
Group A > A - Established Affluence
Affluent, highly educated suburban homeowners with
multi-generational households and strong financial health.
Urban Upward Movers
Group B > B - Urban Upward Movers
Single, child-free, and tech savvy urban professionals in early to
mid-career stages with strong financial optimism and social
engagement.
Family Forward Achievers
Group C > C - Family Forward Achievers
Two-adult, child-focused suburban households with high incomes,
strong financial engagement, and omnichannel media habits.
Legacy Living Leaders
Group D > D - Legacy Living Leaders
Mid- to later-life multi-generational suburban families with strong
financial stability, active travel habits, and charitable involvement.
Heartland Community
Group E > E - Heartland Community
Established multi-gen families in smaller metros, mid-to-upper income,
blending outdoor lifestyles with home entertainment.
Steamers and Spenders
Group F > F - Streamers and Spenders
Single-adult urban renters with modest incomes and high discretionary
spend on gaming, entertainment, and aspirational travel.
Social Scene Setters
Group G > G - Social Scene Setters
One-adult, convenience-oriented, and digitally engaged households in
urban/suburban areas with mid-income and moderate financial depth.
Grounded Family Living
Group H > H - Grounded Family Living
Multi-gen families in rural or small metros with modest incomes, older
homes, trade/service jobs, and gaming habits.
Comfortable Continuity
Group I > I - Comfortable Continuity
Later-life, upper middle-income households without minor children,
blending retirement and work in long-tenured suburban homes.
Busy Family Builders
Group J > J - Busy Family Builders
Child-centered, tech-confident households renting newer homes in
major metros, often preparing for ownership with upward aspiration.
Culture and Ease Retirees
Group K > K - Culture and Ease Retirees
Financially secure retirees, culturally engaged with selective digital
adoption, in high-value established homes in major metros.
Active Later Living
Group L > L - Active Later Living
Affluent, retirement-focused households in established suburbs with
culturally engaged lifestyles and proactive health management.
Solo City Seniors
Group M > M - Solo City Seniors
Older single-adult households in major metro areas with modest
incomes and strong credit health who favor traditional media.
Country Living
Group N > N - Country Living
Senior, lower-income households in rural and small towns with long-
tenured homes and outdoor and craft-centered lifestyles.
Quiet Community Living
Group O > O - Quiet Community Living
Adult-only, multi-generational households with leisure-driven lifestyles
anchored by older adults in modest, long-tenured homes.
Young Adult Urbanites
Group P > P - Young Adult Urbanites
Highly digital and aspirational young adult households spanning single
living and early parenthood in urban rentals.
Practical Everyday Living
Group Q > Q - Practical Everyday Living
Single-adult households in smaller cities and rural communities with
modest housing and cautious finances.
Urban Upstart Streamers
Group R > R - Urban Upstart Streamers
Mobile-centric, single-adult HHs in urban and small-city rentals with
modest incomes and streaming and social media habits.
Metro Momentum Makers
Group S > S - Metro Momentum Makers
Young single adults in major metros, short-term rentals, growing
incomes, aspirational values, and entertainment-driven lifestyles.
The Groups
Branded data: Mosaic audiences
Mosaic - Personas - Lifestyle and Interests >
Visit us at experian.com/marketing Pg. 65Table of Contents
Branded data: Mosaic audiences
The Types
Mosaic - Personas - Lifestyle and Interests >
Multigenerational Legacy
Group A: Established Affluence > A01 - Multigenerational Legacy
Affluent, long-tenured, and digitally engaged suburban families with
children and multiple adults contributing to high-earning households.
Heritage Investors
Group A: Established Affluence > A02 - Heritage Investors
Affluent, multi-gen adult-only HHs in long-established, high-value
homes with flexible lifestyles and trust in print and digital news.
Cosmopolitan Prosperity
Group A: Established Affluence > A03 - Cosmopolitan Prosperity
Affluent mid-life, adult-only multi-gen urban HHs in high-value metro
multifamily buildings with experience-driven, cultural lifestyles.
Elite Family Builders
Group A: Established Affluence > A04 - Elite Family Builders
Two-adult households highly engaged in finance and tech, raising kids
across life stages in high-value suburban homes.
Affluent Anchors
Group A: Established Affluence > A05 - Affluent Anchors
Affluent older, child-free multi-adult households in long-held high-value
suburban homes with eco giving and culture-driven lifestyles
Cultured Power Pairs
Group B: Urban Upward Movers > B06 - Cultured Power Pairs
Mid-life to pre-retirement married couples, tech-integrated and
culturally engaged, in high-value urban multifamily buildings.
Independent Urban Earners
Group B: Urban Upward Movers > B07 - Independent Urban
Earners
Upper-income, highly digital single adults and single parents in older
high-value urban housing, short tenure, low financial risk.
City Society
Group B: Urban Upward Movers > B08 - City Society
Affluent single adults in major metros living in historic multi-family
buildings blending travel, fitness, and gaming engagement.
Prosperous Digital Families
Group C: Family Forward Achievers > C09 - Prosperous Digital
Families
Upper-income, digitally engaged two-adult families raising kids and
young adults in high-value newer metro and suburban homes.
Digital Family Planners
Group C: Family Forward Achievers > C10 - Digital Family Planners
Upper-mid income two-adult families using credit, app-driven, raising
kids in newer mid- to upper-value suburban homes.
Established Family Professionals
Group C: Family Forward Achievers > C11 - Established Family
Professionals
Upper-income, digitally native, highly active two-adult families with
young kids in high-value older metro and suburban homes.
Independent Affluence
Group C: Family Forward Achievers > C12 - Independent Affluence
Affluent singles and single parents in high-value older urban/suburban
multifamily rentals who enjoy culture, fitness, and gaming.
Active Empty Nesters
Group D: Legacy Living Leaders > D13 - Active Empty Nesters
Affluent later-life empty-nest HHs in high-value multifamily residences
engaged in culture, travel, fitness, and brand-loyal shopping.
Generational Stewards
Group D: Legacy Living Leaders > D14 - Generational Stewards
Upper-income, long-tenured multi-gen suburban HHs with older adults,
young adults, and sometimes teens engaged in traditional leisure.
Full House Achievers
Group D: Legacy Living Leaders > D15 - Full House Achievers
AAffluent, digitally-integrated, two-adult married HHs raising teens
while supporting a young adult in established suburban homes.
Connected Generations
Group D: Legacy Living Leaders > D16 - Connected Generations
Mid- to upper-income, entertainment-focused multi-gen HHs with kids,
young adults, and aging parents in long-tenured suburban homes.
Energetic Family Networks
Group E: Heartland Community > E17 - Energetic Family Networks
Upper-income, active multi-gen families with kids, young adults, and an
aging parent in newer mid- to upper-value homes with green values.
Practical Prosperity
Group E: Heartland Community > E18 - Practical Prosperity
Mid- to upper-income, multi-gen adult-only HHs led by older married
couples in suburban and rural markets with practical digital habits.
Social Family Ensemble
Group E: Heartland Community > E19 - Social Family Ensemble
Upper-mid income, highly social, large multi-adult families raising
children across all ages in mid-value suburban and metro homes.
Confident Midlife Renters
Group E: Heartland Community > E20 - Confident Midlife Renters
Affluent midlife and pre-retirement renters without kids in higher-value
suburban/rural multifamily housing with outdoor activities.
Established Metro Living
Group E: Heartland Community > E21 - Established Metro Living
Upper-mid income, older multi-adult households without children in
long-tenured, mid-value metro homes, blending careers and retirement.
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Urban Ambition
Group F: Streamers and Spenders > E22 - Urban Ambition
Ambitious, young, digitally fluent singles and single parents renting
older metro apartments with early-career, mobile-first routines.
Aspiring Singles
Group F: Streamers and Spenders > F23 - Aspiring Singles
Low- to mid-income, high-spending young singles and single parents in
premium older metro rentals with mobile, early-career lifestyles.
Digital Urban Independents
Group F: Streamers and Spenders > F24 - Digital Urban
Independents
Low- to mid-income, high-spending singles and single parents in
early–mid adulthood renting high-value metro homes, device-rich.
Early Suburban Living
Group G: Social Scene Setters > G25 - Early Suburban Living
Mid-income, active singles and single parents 19–50 renting newer
suburban homes who stream, game, and use social media.
Culturally Engaged Solos
Group G: Social Scene Setters > G26 - Culturally Engaged Solos
Upper-mid-income, active, digitally connected singles (31–45) renting
older high-value metro multifamily homes with long tenures.
Urban Activity Seekers
Group G: Social Scene Setters > G27 - Urban Activity Seekers
Mid- to upper-mid-income, experience-driven singles and single parents
renting older metro multifamily buildings, mid-term tenure.
Entertainment First Families
Group H: Grounded Family Living > H28 - Entertainment First
Families
Mobile-first, mid-life two-adult households with children and some
young adults, in mid-value metro homes with active lifestyles.
Modest Rural Families
Group H: Grounded Family Living > H29 - Modest Rural Families
Mid-life two-adult HHs with young kids in modest rural rentals, practical
mobile habits, moderate income, and family-centered lifestyles.
Stable Suburban Families
Group H: Grounded Family Living > H30 - Stable Suburban Families
Two-adult families with kids in newer suburban and rural homes,
moderate incomes, stable finances, family outdoor lifestyles.
Active Family Crew
Group H: Grounded Family Living > H31 - Active Family Crew
Multi-adult HHs led by older adults with teens, young adults, and aging
parents, moderate incomes, engaged in gaming and sports.
Longstay Greener Living
Group H: Grounded Family Living > H32 - Longstay Greener Living
Upper-moderate income, older multi-generational, and outdoor-lifestyle
HHs with teens, young adults, and extended family with long tenure.
Traditional Later Living
Group I: Comfortable Continuity > I33 - Traditional Later Living
Mid- to upper-income older multi-adult HHs in suburbs, long tenure,
no kids at home, value-conscious with TV and print media habits.
Practical Empty Nesters
Group I: Comfortable Continuity > I34 - Practical Empty Nesters
Older married HHs without children in suburban and rural areas, newer
homes, moderate to upper-mid incomes, and outdoor hobbies.
Solo Power Parents
Group J: Busy Family Builders > J35 - Solo Power Parents
Affluent, digitally fluent single parents in new metro rentals using credit,
financially curious, entertainment- and fitness-forward.
Connected Hearths
Group J: Busy Family Builders > J36 - Connected Hearths
Moderate to upper-mid income, two-adult family households with
children in mid-value metro homes, heavy gamers and sports
streamers.
Young Family Momentum
Group J: Busy Family Builders > J37 - Young Family Momentum
Lower- to mid-income, high-spending single early-adult households
raising kids in newer urban rentals with short tenure.
Value First Families
Group J: Busy Family Builders > J38 - Value First Families
Digitally fluent families with kids and young adults in modest,
long-tenured homes, low- to mid-income, into gaming and sports.
Silver Comfort
Group K: Culture and Ease Retirees > K39 - Silver Comfort
Later-life multi-adult HHs in high-value metro/suburban multifamily
housing, with upper incomes. Culturally engaged and health-focused.
Affluent Urbanite Retirees
Group K: Culture and Ease Retirees > K40 - Affluent Urbanite
Retirees
Affluent single retiree HHs in long-tenured, high-value older metro
multifamily housing with culturally active, philanthropic lifestyles.
Purposeful Later Living
Group L: Active Later Living > L41 - Purposeful Later Living
Later-life multi-adult households in mid-value metro homes,
long-tenured, upper-middle income, civically engaged and health-active.
Established Suburban Serenity
Group L: Active Later Living > L42 - Established Suburban Serenity
Affluent senior multi-adult households in high-value metro and
suburban homes, long-tenured, strong environmental and philanthropic
ties.
Suburban Stability
Group L: Active Later Living > L43 - Suburban Stability
Upper income, later-life single-adult HHs in newer suburban homes with
Branded data: Mosaic audiences
The Types continued
Mosaic - Personas - Lifestyle and Interests >
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strong financial profiles, stability and consistent activity.
Steady Senior Couples
Group L: Active Later Living > L44 - Steady Senior Couples
Senior two-adult HHs in long-tenured suburban homes with diversified
assets and conservative finances. Home-centered and brand-loyal.
Settled Routines
Group M: Solo City Seniors > M45 - Settled Routines
Financially diverse post-career seniors with solid assets in long-tenured
metro multifamily housing, leisure- and civic-engaged.
Modest City Seniors
Group M: Solo City Seniors > M46 - Modest City Seniors
Single later-life renters in modest urban multifamily housing, lower
income, mixed tech comfort, convenience-driven.
Cautious Culture Seniors
Group M: Solo City Seniors > M47 - Cautious Culture Seniors
Long-tenured, value-driven single-adult senior renters in older metro
housing who are culturally curious with modest means.
Country Life Together
Group N: Country Living > N48 - Country Life Together
Low- to moderate-income later-life multi-adult HHs in suburban and
rural areas, practical spenders in modest homes, trade or service work.
Generational Rural Stewards
Group N: Country Living > N49 - Generational Rural Stewards
Low- to moderate-income multi-adult HHs in modest suburban and
rural homes, long-term stable, value-driven with gardening hobbies.
Measured Rural Living
Group N: Country Living > N50 - Measured Rural Living
Low-income later-life two-adult HHs in modest rural/suburban homes,
very long-tenured, outdoor hobbies, wary of risky investments.
Traditional Metro Seniors
Group N: Country Living > N51 - Traditional Metro Seniors
Low-income multi-adult households in older metro homes with long
tenure, conservative savings, and home-centered lifestyles.
Senior Solitude
Group N: Country Living > N52 - Senior Solitude
Lower-income senior single-adult HHs in modest metro and rural
rentals, stable residency, fixed income, hobby-driven.
Quiet Solo Seniors
Group O: Quiet Community Living > O53 - Quiet Solo Seniors
Low- to moderate-income senior singles in modest suburban/rural
multifamily housing, practical spenders with home-centered lifestyles.
Digital Metro Seniors
Group O: Quiet Community Living > O54 - Digital Metro Seniors
Low- to moderate-income multi-adult later-life HHs in older metro
housing blending retirement and work, digital convenience routines.
Rural Tradition Adults
Group O: Quiet Community Living > O55 - Rural Tradition Adults
Later-life multi-adult HHs in older fringe metro and rural homes,
long-tenured, lower income, traditional media habits, home-centered.
Urban Routines
Group P: Young Adult Urbanites > P56 - Urban Routines
Young single renters 19–35, some with kids, in dense metro multifamily
housing with streaming, gaming, and wellness habits.
Digital City Strivers
Group P: Young Adult Urbanites > P57 - Digital City Strivers
High-income, career-focused digital-native singles (20s–30s) in older
urban multifamily rentals in top metros who game, stream, and shop.
Mobile Early Living
Group P: Young Adult Urbanites > P58 - Mobile Early Living
Low- to mid-income single renters (19–30) in older metro multifamily
housing, mobile-first with broad entertainment and sports interests.
Midlife Rural Realists
Group Q: Practical Everyday Living > Q59 - Midlife Rural Realists
Mid-life single renters, some with kids, in small-town and rural
multifamily housing, mid-income, practical, deal-first lifestyles.
Scrollers and Savers
Group Q: Practical Everyday Living > Q60 - Scrollers and Savers
Low-mid income young single renters, some single parents, in rural,
small-town, and suburban housing, digitally native, value-seeking.
Suburban Simplicity
Group Q: Practical Everyday Living > Q61 - Suburban Simplicity
Single renters (31–50), some with kids, in metro/suburban multifamily
housing, moderate income, digitally comfortable, deal-responsive.
Steadfast Midlife Solos
Group Q: Practical Everyday Living > Q62 - Steadfast Midlife Solos
Later mid-life (51–65) single renters in suburban and rural housing, with
low to moderate incomes and practical, value-focused lifestyles.
Early Family Rush
Group R: Urban Upstart Streamers > R63 - Early Family Rush
Young single renters (19–30), some single parents, in major metro
multifamily housing, lower income, trade jobs, digitally comfortable.
Urban Balancers
Group R: Urban Upstart Streamers > R64 - Urban Balancers
Low- to mid-income single renters (19–45), some single parents, in
urban multifamily housing, mobile-centric and gaming-forward.
Smaller Town Tenants
Group R: Urban Upstart Streamers > R65 - Smaller Town Tenants
Low-mid income digitally native single renters (19–50), some single
parents, in small-town and rural housing, gaming-centric.
Branded data: Mosaic audiences
The Types continued
Mosaic - Personas - Lifestyle and Interests >
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Outer Metro Living
Group S: Metro Momentum Makers > S66 - Outer Metro Living
Mid income, digitally connected, single renters (19–45), some with
children, in older small-town and outer-metro multifamily housing.
Metro Midlife Mix
Group S: Metro Momentum Makers > S67 - Metro Midlife Mix
Low- to low-mid-income later midlife (51–65) single renters, some with
kids, in dense urban multifamily housing, into sports and gaming.
Young City Convenience
Group S: Metro Momentum Makers > S68 - Young City
Convenience
Low- to low-mid young (19–30) renters, some single parents, in urban
multifamily housing, digital, gaming-centric, convenience-oriented.
Independent on Less
Group S: Metro Momentum Makers > S69 - Independent on Less
Low-income young to later-life single renters in small-city multifamily
housing, into gaming, domestic travel, and value shopping.
Always Online Living
Group S: Metro Momentum Makers > S70 - Always Online Living
Low- to low-mid-income young to midlife single renters, some parents,
in urban multifamily housing, health-focused, value-driven.
Branded data: Mosaic audiences
The Types continued
Mosaic - Personas - Lifestyle and Interests >
Visit us at experian.com/marketing Pg. 69Table of Contents
Improve engagement by refining your audience
Vertical data
Combining Mosaic audiences with other verticals allows you
to create finely tuned audiences that consider online and
offline behaviors with demographics.
Example audiences
• Auto
• Business
• Energy and Utility
• Financial
• Health
• Political
• Retail
• Travel
Lifestyle and Interests
Great audiences to layer in additional behaviors and
interests to refine your audience.
Example audiences
• Loyalty card
• Presence of automobile
• Credit card revolver
• Premium store credit card user
• Investor
• Online banking
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a data-driven content and contact engagement solution that empowers
brands to pair the perfect messaging styles with the right channels and call to actions to deliver a personalized experience to
your best customers.
Layer additional data onto your audience reach strategy with impactful triggers such as demographics, location and lifestyle and
interest behaviors.
Branded data: Mosaic audiences
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Visit us at experian.com/marketing Pg. 70Table of Contents
TrueTouch audiences empower you to pair the perfect
messaging styles with the right channels and calls to action
to deliver personalized advertising. These audiences were
developed with the idea that no consumer is the same - and
you need to engage with them on their terms to successfully
market to them.
TrueTouch
TM audiences
An appliance manufacturer is running a campaign
focused on the durability of their products. They
target the TrueTouch “Quality Matters” segment
to message consumers that value the long-term
value of the products they buy.
A retailer is planning an online ad campaign to promote
their upcoming sale. To maximize their response rate,
they create an audience that combines TrueTouch
“Deal Seekers” with consumers who also have the
“Engagement Channel Preference” for digital ads.
Example use cases
Engagement channel preference
Predicts the likelihood that the consumer engages with
brands via a specific channel or is receptive to brand
messages delivered in that channel.
These audiences utilize consumer survey data
enhanced with attributes from Experian Marketing
data including CAPE, Auto Market Statistics and
Premier Summarized Credit Statistics from Experian.
Benefits:
• Include both new and old media such as direct mail,
newspaper, streaming TV, and more.
• Unique audiences that utilize attributes from solutions
proprietary to Experian.
Purchase behavior
Understand where consumers prefer to buy and their
decision making styles.
These audiences utilize consumer survey data enhanced
with attributes from Experian Marketing data including
behavioral data, CAPE, Auto Market Statistics and
Premier Summarized Credit Statistics from Experian.
Benefits:
• Ability to drive consumers to their preferred channel
after conversion.
• Audiences that take the guesswork out of targeting
consumers based on their purchase decision styles.
TrueTouch audience categories
Visit us at experian.com/marketing Pg. 71Table of Contents
Branded data: TrueTouch audiences
Take a deeper look at our audiences
Engagement channel preference
Purchase behavior
Engagement channel preference
TrueTouch: Communication Preferences > Engagement Channel
Preference >
Consumers that are likely to prefer the following channels:
• Broadcast cable TV
• Digital display
• Digital newspaper
• Digital video
• Direct mail
• Email engagement
• Mobile SMS MMS
• Radio
• Streaming TV
• Traditional newspaper
TrueTouch audience categories continued
Social media
Predict if a consumer is likely to engage with a particular
social media channel.
These audiences utilize consumer survey data enhanced
with attributes from Experian Marketing data including
CAPE, Auto Market Statistics and Premier Summarized
Credit Statistics from Experian.
Benefits:
• Audiences cover major social media networks including
Facebook, Snapchat, YouTube, and more.
• Gives insight into the content consumers engage with
on social channels.
Auction sites
TrueTouch: Communication Preferences > Purchase Behavior >
Consumers that are likely to make purchases on eBid sites like eBay
and other marketplaces where bidding or negotiating pricing is typical.
Brand loyalists
TrueTouch: Communication Preferences > Purchase Behavior >
These consumers are willing to pay more for proven and reputable
brands.
Deal seekers
TrueTouch: Communication Preferences > Purchase Behavior >
Price is more important to these consumers than brand name.
Discount store
TrueTouch: Communication Preferences > Purchase Behavior >
Consumers that are likely to make purchases online or at brick and
mortar discount superstores like Walmart.com or Target.
Impulse buyers
TrueTouch: Communication Preferences > Purchase Behavior >
These spenders find it difficult to say ‘no’ to things that catch their eyes.
They recognize they are “spenders” rather than “savers” and appreciate
a convenient purchase opportunity. Top of mind = In the cart.
Mainstream adopters
TrueTouch: Communication Preferences > Purchase Behavior >
Trendy by association, these consumers enjoy following the latest
trends set by innovators. They appreciate understanding what the
trendsetters are buying these days.
Mid-luxury department stores
TrueTouch: Communication Preferences > Purchase Behavior >
Consumers that are likely to make purchases at online or at brick and
mortar stores that are considered mid- to high-end retailers like Macy’s,
Neiman Marcus, and Nordstrom.
Discount store
TrueTouch: Communication Preferences > Purchase Behavior >
Consumers that are likely to make purchases online or at brick and
mortar discount superstores like Walmart.com or Target.
Online coupon sites
TrueTouch: Communication Preferences > Purchase Behavior >
Consumers that are likely to make purchases via online deal vouchers
like Groupon or LivingSocial.
Online retailer
TrueTouch: Communication Preferences > Purchase Behavior >
Consumers that are likely to make purchases on Etail only sites such as
Zappos.com or Etsy.com.
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Organic and natural
TrueTouch: Communication Preferences > Purchase Behavior >
These consumers buy natural and organic products, often preferring to
put natural things in their homes and bodies.
Quality shoppers
TrueTouch: Communication Preferences > Purchase Behavior >
Quality matters for these consumers and they are willing to pay more
for fresh ingredients, durable materials, and quality craftsmanship.
Recreational shoppers
TrueTouch: Communication Preferences > Purchase Behavior >
These are your store browsers who find joy and relaxation in looking for
new and interesting offers.
Savvy shoppers
TrueTouch: Communication Preferences > Purchase Behavior >
These consumers like to compare prices across different sites before
purchasing and typically read online reviews and consumer reports.
Specialty or boutique
TrueTouch: Communication Preferences > Purchase Behavior >
Consumers that are likely to make purchases online or at brick and
mortar specialty stores and boutiques such as Victoria’s Secret, Pottery
Barn, J. Crew, and more.
Specialty store
TrueTouch: Communication Preferences > Purchase Behavior >
Consumers that are likely to make purchases online or at brick and
mortar specialty department stores such as Home Depot (paint and
plumbing departments) or Bed Bath & Beyond (bedding and decor
departments).
Trend shoppers
TrueTouch: Communication Preferences > Purchase Behavior >
These consumers dislike the same old and prefer to try new brands or
new options. Variety is the spice of life.
Trendsetters
TrueTouch: Communication Preferences > Purchase Behavior >
These consumers are trend setters and early adopters of new
products.
Wholesale big box stores
TrueTouch: Communication Preferences > Purchase Behavior >
Consumers that are likely to make purchases online or at brick and
mortar wholesale stores like Costco, Sam’s Club, and Overstock.com.
Purchase behavior continued Social media
Branded data: TrueTouch audiences
Channel
Social Media >
Consumers likely to be an active user on the following platforms:
• Facebook
• Instagram
• LinkedIn
• Pinterest
• Snapchat
• Twitter
Content engagement
Social Media >
Consumers likely to have the following behaviors and interest based
on their social media engagement:
• Black Friday shopper
• Fitness device wearer
• New job
• Non-traditional student
• Subscription boxes – Apparel
• Subscription boxes – Cosmetics
• Subscription boxes – Food
• Timeshare vacation rental
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Have you seen our vertical audiences?
Our demographic data works great when combined with our vertical audiences! We have syndicated audiences that span across the
following verticals:
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a household-based consumer lifestyle segmentation system that classifies
all U.S. households and neighborhoods into unique types and groups that provide a 360-degree view of consumers’ choices,
preferences, and habits.
Branded data: TrueTouch audiences
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Auto FinancialEnergy and Utility
RetailRetail and CPG TravelTravelHealthHealth
Business
PoliticalPolitical
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Geo
Reach consumers based
on common attributes
within a geographic region.
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Reach and target consumers based on a unique
and sophisticated geo-based audience identification
methodology that helps brands balance data privacy
and accuracy. Experian’s Geo audiences give brands
the ability to reach regions based on a common set
of attributes within the region.
Geo-Indexed
audiences
A brand can build an audience based on the
household’s occupational class using Geo-
Indexed audiences ‘White Collar’ audience to
create a targeted message for lunch specials
within local business centers.
A brand that wants to reach families with young
children without using any sensitive personal information
could use  Geo-Indexed demographic audiences ‘presence
of children’ from Experian to reach households in
regions that over index for the likelihood for having
children ages 0 to 9 years old living in the household.
Take a deeper look at our audiences
Ethnicity
Geo-Indexed > Demographics >
Indicator for households within a geo-level block group that index-
highly within the following ethnic groups:
• Hispanic
• African American
• Asian
Language
Geo-Indexed > Demographics >
Indicator for households within a geo-level Block Group that index-highly
to speak the following languages:
• Spanish
• English
• Mandarin / Cantonese
• French / Haitian / Cajun
Example use cases
Geo-Indexed audiences
Geo-Indexed
Geo-Indexed audiences identify regions that over index for
a common set of attributes and provide the ability to deliver
on Experian’s persistent identifiers.
Benefits:
• Audiences remain addressable as they are built without
the use of sensitive personal information.
• Naturally expanded audience reach by targeting an
audience’s circle of influence.
• Execute without limitations by activating on Experian’s
persistent identifiers.
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Geo: Geo-Indexed audiences
Education
Geo-Indexed > Demographics >
Indicator for households within a geo-level Block Group that index-
highly to have the following education levels:
• Less than high school diploma
• High school diploma
• Some college
• Bachelor degree
• Graduate degree
Presence of children
Geo-Indexed > Demographics >
Indicator for households within a geo-level Block Group that index-highly
for the presence of children:
• No presence of children
• Ages 0 - 3
• Ages 4 – 6
• Ages 7 – 9
• Ages 10 – 12
• Ages 13 – 15
• Ages 16 – 18
Household income
Geo-Indexed > Demographics >
Indicator for households within a geo-level Block Group that index-
highly for the following household income brackets:
• $1,000 - $24,000
• $25,000 - $49,000
• $50,000 - $74,999
• $75,000 - $99,999
• $100,000 - $124,999
• $125,000 - $149,999
• $150,000 - $174,999
• $175,000 - $199,999
• $250,000+
Marital status
Geo-Indexed > Demographics >
Indicator for households within a geo-level Block Group that index-
highly for either married or single.
Homeowners/Renters
Geo-Indexed > Demographics >
Indicator for households within a geo-level Block Group that index-
highly for Homeowners/Renters.
Occupation
Geo-Indexed > Demographics >
Predicts if consumers are likely to switch to a new vehicle type:
• Retired
• Blue collar
• White collar
Age
Geo-Indexed > Demographis >
Indicator for households within a geo-level Block Group that highly index
for individuals within the following age bands
• 19 to 24
• 25 to 34
• 35 to 44
• 45 to 54
• 65+
Geo-Indexed audiences continued
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Have you seen our vertical audiences?
Our demographic data performs well when combined with our vertical audiences. We have syndicated audiences that span across
the following verticals:
Don’t see what you are looking for?
Contact us to have a custom audience or model created for you based on your business needs.
Have you considered adding the following?
Mosaic®
Mosaic, a proprietary data source from Experian, is a
household-based consumer lifestyle segmentation system
that classifies all U.S. households and neighborhoods into
unique types and groups that provide a 360-degree view of
consumers’ choices, preferences, and habits.
TrueTouchSM
TrueTouch, a proprietary data source from Experian, is a
data-driven content and contact engagement solution that
empowers brands to pair the perfect messaging styles
with the right channels and call to actions to deliver a
personalized experience to your best customers.
Geo: Geo-Indexed audiences
Health Political Retail and CPG Travel
Where to activate
Check out our media destination guide to
see where Experian audiences are readily
available on the shelf for your next digital
and TV campaign.
See full destination list
A few examples of our destinations
Auto FinancialEnergy and Utility
RetailRetail and CPG TravelTravelHealthHealth
Business
PoliticalPolitical
Visit us at experian.com/marketing Pg. 78Table of Contents
Media destination guide
Experian has a robust network of direct publisher partners and
activation platforms to help advertisers find and target their
exact audience across multiple channels.
We can deliver data to most destinations through our
onboarding partners. To confirm a destination or ask
about a new destination, please contact your Experian
Account Executive. The destinations listed above may
operate under defined terms and conditions.
Looking for additional
destinations?
Partner Audiences Destination
Experian Syndicated Audiences (available off of the shelf)
Experian Audiences Destinations
Empty box indicates that capability is not available
Open web and data platforms
Television and audio Social
Adobe Ad Cloud
A4 Media
NBCUniversal
NYI
Ampersand (NCC Media)
Audacy
OpenAPCadent
PeacockCharter
RokuComcast
SamsungComscore
SonobiCox Media
Direct TV Verizon Fios
DISH VideoAmp
FreeWheel WarnerBrothers Discovery
Frontier Pandora
Inscape
JamLoop
LG Ad Solutions
Madhive Meta Snapchat
Google
VideoAmpAdSquare
Pinterest TikTok
Kenshoo / Skai
Microsoft (Xandr)
Liveramp
Lotame
Yahoo
ArcSpan
Yieldmo
Art19 Magnite
Zeta
Audigent
Basis
MediaOcean
Media.net
OpenXBeeswax
Datonics StackAdapt
Eyeota The Trade Desk
Verve
Viant (Adelphic)
Pg. 79Table of Contents
About us
Experian Marketing Services delivers privacy-forward data and insights to help brands meaningfully
connect with people. Advertising is smarter and more personalized than ever. Experian sets new standards
in data management, usability, and measurement to thrive in this evolving ecosystem. Discover why brands,
agencies, and publishers across the globe trust Experian.
The best data unlocks the best marketing
© 2026 Experian Information Solutions, Inc. • All rights reserved
Experian and the Experian marks used herein are trademarks or registered trademarks of Experian Information Solutions, Inc.
Other product and company names mentioned herein are the property of their respective owners.
Version 8/26
Footnotes
1. Fair Lending Act Friendly audiences: “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic
attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”).
These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status,
ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal
advice or otherwise assure your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of
data in connection with lending decisions or application and compliance with applicable laws.
Need help finding the right audience?
Contact us at us-go.experian.com/audiencesems
Visit us at experian.com/marketing