The service is based on Experian’s marketing data and analytics platforms and uses test-and-learn facilities to gauge the value of marketing programmes prior to wider client investment.

Tim Pullan, managing director of marketing analytics at Experian Asia Pacific, descirbed Customer Lab as “a low-risk, high-return marketing test bed”.

He said: “The traditional way of converting customer insight into data-driven marketing initiatives often requires intensive resources and expertise, which for some organisations in today’s climate are hard to come by.”