Heroes in Business - Experian Identity Report continued discussion with Laurel Malhotra, Senior Director of Automotive Client and Solution Development for Experian

Episode Date: June 20, 2023

Experian Identity Report is back with more from Laurel Malhotra, Experian’s Senior Director of Automotive Client and Solution Development, where she’s responsible for aligning the needs of the automotive market with Experian’s MarTech, AdTech and Data products. Learn how automotive professionals can leverage identity to reach in-market car shoppers. Listen as David Cogan, Host of the Heroes Show and Founder of Eliances entrepreneur community learns all the facts about this important topic. 

Up in the sky, look, it's captivating, it's energizing, it's Eliance's Heroes. Eliance's is the destination for entrepreneurs, investors, CEOs, inventors, leaders, celebrities, and startups, where our heroes in business align. Now, here's your host flying in, David Kogan, founder of Alliances. You see why everybody drives in? I could just fly in. That's right, because the Alliances Hero Show gives me the ability to do it, and it could do that for you too. So make sure you listen to our interviews and catch past episodes at Alliancer.com, E-L-I-A-N-C-E-R. And most importantly, click on Experian to listen to past interviews.

Because why? It's the Experian Identity Report again on Alliances. And we bring you these special reports with the world's leading experts about the game-changing impact of identity and the need to use reliable data to make confident decisions that safely accelerate customer engagement. And this week, we're joined again by Laurel Mahatra, Experience Senior Director of Automotive Client and Solution Development. And this is where she's responsible for aligning the needs

of the automotive market with Experience MarTech, AdTech, and data products. So, Laurel, we're really looking forward again to learning about the importance of maintaining relationships with customers post-sale and how identity plays a role with that. And, again, make sure you go to Experian.com. So, Laurel, really, why is it important for the automotive manufacturers and retailers to maintain a relationship with customer post-sale? Well, that's really where we start to help our, what's really where manufacturers and dealers can increase their customer loyalty, right? So building a lifelong relationship ensures that the business, you know, the consumer and their customer will return

to their business for things like service or for another purchase of a vehicle. You know, really maintaining a really good customer experience will drive that consumer loyalty and drives the customer long lifetime value, which is the reason to stay in touch and maintain a relationship post-sale. Now, can you share, though, a few examples of why identity matters after the vehicle sale? Right. So the work that Experian does for its customers helps them understand, you know, their customers offline and online identity. And we're able to help them identify and understand their consumer, their customers and reach their consumers where they are in the media. reach their consumers where they are in the media, and then measure the advertising effectiveness based on if they've come back. Let's say they've, you know, come back through and purchased a vehicle at post, like another vehicle post sale, or if they've come in for service. So really making

sure that we have this data available for them throughout the buying journey has been the key to helping our customers be successful in maintaining that long-term relationship after the sale. Excellent. Excellent. Again, you're watching and listening to me, David Kogan, host of the Alliances Hero Show. Make sure that you go to Alliancer.com. That's E-L-I-A-N-C-E-R.com. Click on Experian to listen to watch past episodes of the Alliancer's show, along with Experian's identity report. Because again, we have with us Laurel Malhabra, Experian's Senior Director of Automotive's Client and Solution Development. And again, she can be reached at Experian.com. All right. Let's talk about the vehicle's identity itself. Why is that so important?

So identity also, in our mind, identity also equates to the vehicle, not just the person. So we help our customers identify vehicles, change of ownership, whether they're in operation or not, when it was last serviced, and who owns a vehicle and what that vehicle is are really the two keys that we bring to the table for our customers. I'll give you an example. So if a vehicle has a recall, it's important to reach the current owner of that vehicle with a communication. And that's, you know, some of the fundamental work that we do for our customers, just one piece of the work we do. Got it. Great. No, those, it's very good to hear. Now let's talk about the products and solutions that Experian has to help automotive professionals reach the right drivers? What are those products and solutions? Yeah, so they really kind of fall into one big bucket of the services we provide,

help them find insights to improve their business performance. And the buckets under that, I would say, are really around the data management, the auto recall manager work that we do, the auto ownership tracking work that we do, as well as VIN verification. So all three of those are examples of products that help our customers within their data warehouse and sort of their fundamental business operations. And the work that we do in another bucket is related to marketing services. So we talked a little bit about that identity that a marketer needs to maintain, but the work we do also helps them customize their audiences for understanding where a customer is in the funnel and where they are in their purchase journey. And we're able to build some advanced targeting and measurement insights products, help them also improve their marketing effectiveness.

This is great information. I really appreciate you sharing this with me and certainly with our audience. Because it's interesting because there's so many aspects in regards to identity. in regards to identity right identity identity is a fundamental of marketing but also will drive long-term customer value absolutely well again this has been the experian identity report on the alliances hero show you know where to go you can go to experian.com for more information also if you want to listen to past episodes regarding the Experian Identity Report, critical information for you, make sure you go to eliancer.com. That's E-L-I-A-N-C-E-R.com. Click on Experian. You'll be able to listen to experts within that field and watch and see past episodes that are there to help you. Again, this has been David Kogan

with the Alliances Heroes Show. Thank you again to Laurel Mahatra, Experian's Senior Director of Automotive Client and Solution Development. Go to experian.com. Thank you again, Laurel. Thanks for having me. Now you got a damn question.