Fueling Fusion92’s marketing technology with Experian Data
This article explores the ways Fusion92 relies on Experian’s data to sharpen its audience targeting, streamline engagement across channels, and achieve measurable success.
The partnership between Experian and Fusion92 exemplifies how collaboration can deliver real marketing impact. This article explores the ways Fusion92 relies on Experian’s data to sharpen its audience targeting, streamline engagement across channels, and achieve measurable success.
A need for unified audiences
When Fusion92 set out to advance how their clients connect with precise audiences, they needed a foundational data partner that could deliver comprehensive and actionable insights. Enter Experian. By using Experian’s marketing data and digital identity graph as a core source of data, Fusion92 built a solid foundation for their audience intelligence DataTech stack, some of which includes DIOS (Data Input Output Solution), DAX (Data Advertising Exchange), and NoMi (pronounced “Know Me”). These data-driven, powerful marketing technologies enable Fusion92’s clients to more precisely control audiences, connect with the right people across optimal channels, avoid wasted impressions, and measure results with confidence.
Why Fusion92 chose Experian
- Quality and reliability – Experian’s commitment to data accuracy has earned the #1 ranking from Truthset, ensuring Fusion92’s campaigns are built on precise, actionable, and privacy compliant data that businesses can trust.
- Breadth and depth – By offering demographic, behavioral, and channel preference data, Experian enables Fusion92 to have greater control over precision activation, empowering better results.
- Expert support – Experian works closely with Fusion92 to provide tailored solutions and dependable expertise, adapting to meet the unique needs of their diverse clients.
“Experian never really let me down in terms of data quality, data accuracy, and data reliability.” - Dave Nugent, EVP of Data Science & Strategy, Fusion92
The power of teaming up
At the heart of this collaboration is trust, built through a shared commitment to providing clients with innovative marketing solutions. By integrating Experian’s identity graph into their systems, Fusion92 improves audience segmentation, precise targeting, unified omnichannel activation and transparent measurement of performance and ROI. Together, they’ve built a partnership delivering campaigns that resonate and perform, translating to real world business growth for brands looking to tap into data-driven marketing.
“It doesn’t matter if you’re a beginner or an expert... Experian will help you make the best use out of an incredible set of data assets.” - Dave Nugent, EVP of Data Science & Strategy, Fusion92
Measuring success: Amusement park campaign delivers 70% above goal
Challenge
A regional amusement park needed to increase membership renewal sales during peak season while reducing spend on households unlikely to visit.
Solution
Fusion92 combined the park’s first-party buyer file with Experian consumer data and custom geographic boundaries, built an advanced targeting model, and used Experian’s channel-preference insights to prioritize the media mix. The unified audience was then delivered omnichannel through Fusion92’s in-house proprietary DAX activation technology, with Experian’s identity graph supporting attribution.
Result
The marketing conversions beat the park’s stretch goal by 70%, confirming that accurate data and coordinated activation drive revenue lift.
Using marketing data to power omnichannel marketing
Tools built by Fusion92 that meet client needs
Fusion92’s suite of tools handles every essential phase of a campaign. DIOS starts by creating audience definitions and setting a foundation for strategy. Once these insights are established, DAX takes over, activating consistent, controlled engagement with tailored messaging. Detailed performance metrics throughout help optimize strategy along the way, ensuring campaigns remain impactful and cost-efficient.
DIOS in action
DIOS eliminates guesswork, combining Experian’s data with advanced analytics to create precise audience models. This capability enables Fusion92 to define customer segments with accuracy, providing businesses with a roadmap to success from the outset. While currently in use as a managed service by Fusion92, a public-facing SaaS version is expected to be released in 2025.
Activating every channel through DAX
The campaign execution phase is pivotal, and DAX ensures smooth delivery and transparent measurement across channels. By incorporating Experian’s identity graph, DAX provides a clear picture of cross-channel behaviors and preferences and how they impact business goals. This holistic approach enhances personalization and optimization, connecting online and offline interactions to create campaigns that reach and resonate with consumers and drive ROI.
Getting to know NoMi
NoMI offers next-generation audience intelligence, empowering businesses with audience profiles built from behavioral insights, like transactional activity or in-market signals. This ensures that campaigns connect with people authentically and at scale. With NoMi, Fusion92 clients streamline targeting efforts, improving efficiency while reducing wasted spend.
Thinking about your own transformation?
Whether you’re tackling siloed activation, enhancing attribution models, or aiming for improved targeting, Experian’s data solutions can help amplify your efforts – just ask Fusion92. Explore how we can help you target smarter, engage better, and measure success confidently: www.Experian.com
About our experts
Dave Nugent, EVP of Data Science & Strategy, Fusion92
Dave Nugent, EVP of Data Science & Strategy at Fusion92, has over 27 years of experience in data-driven services, helping organizations better understand and target their audiences through predictive modeling and segmentation. Before joining Fusion92, he spent 11 years at American Spirit Corporation as VP of Data Solutions and co-founded Market Reason, where he secured a patent for an identity technology known as "identity solutions." Dave’s expertise bridges traditional, digital, and social advertising, offering innovative approaches to data utilization. He also shares his knowledge as a guest lecturer at the University of Chicago Booth School of Business
Crystal Jacques, VP of Enterprise Partnerships, Experian
Crystal Jacques is the VP of Enterprise Partnerships, leading Experian's go-to-market team across all verticals. With over ten years of experience in the Identity space, Crystal brings a wealth of expertise to her role. She joined Experian in 2020 through the Tapad acquisition, following her successful stint as the head of Global Channel Partnerships for Adbrain, which The Trade Desk later acquired.
*Article was originally posted on Experian.com
