Hi, my name is Eric Yarmsted from Experian Automotive, and I'm here today to talk to you about how we're taking some of our fantastic insights and really turning them into action. Specifically, the Experian Marketing Engine, where we're building powerful applications to help our customers find, reach, and retain the most profitable customers and really what we're here today to talk about is effectively how we've had success in the marketing business in the automotive ecosystem. And that goes from dealers to manufacturers to lenders to agencies, marketing technology companies, and how we've had success over the last three to five years, really transforming our business to meet the needs in the marketplace today and really the success that we've had here draws from two places: world-class data and cutting-edge technology.
As we go through today, what we're going to show you through the demo here in just a minute is really how we bring these two things to light. As it relates to world-class data, what we're doing is we're matching together over 120 million households here in the United States, together with 18,000 franchise dealerships and even more on the independent side, which are dealerships that are not tied to a specific brand but sell specifically used vehicles, tying all that together with over 900 million historical transactions. What you end up with is arguably the most robust marketing data set in existence today. When you couple that world-class data together with cutting-edge technology, which we'll show you on our platform here in just a minute, you end up with one of the most powerful and robust solutions in the industry today.
And as it relates to this technology, what you'll see from our demo here today is our user interface that we drop on top of all of this exciting data. Now, what some of our clients will do is leverage a robust set of APIs that we have driving this system. So what you end up with is a very flexible system with cutting-edge technology that makes our world-class data very easy to use. That is why we've had success in the market. That's why we're growing at double digits. So let's get into some of the demo and show you what this thing looks like. All right, so here we are. We're live in the Experian Marketing Engine.
We got our platform open, and I want to show you some of the features and functionality that really make it a great tool for helping take insights all the way through action and really get the measurable results there. So what I'm going to do is I'm going to pull up a dashboard here that shows for this specific Nissan dealership down in Southern Florida exactly what's going on. So as a customer, as a specific dealer, you get the ability to log in and see fantastic insights right at your fingertips, very easy to digest, easy to use. So what you really want to do here as you get into it is really help our customers and specifically this Nissan dealership get into what should they be doing in their marketplace to help retain customers and go find new ones.
So we build in analytics, machine learning behind the scenes to say, "Here are some of the best opportunities that exist in your market area." So in this specific case, we're looking at a Nissan dealership down in Southern Florida. What you see very easily on the screen here is specific areas of opportunity that exist for different makes and models as it relates to Nissan. So what the dealer or agency or whoever's working on their behalf can do is really then dive in even deeper to get a sense of what's happening in the marketplace. So the exciting part here is we can drill into a map. We can see where they're doing well, where they're not doing well, and where the opportunity lies.
So the other really cool thing that we've got on the page here is we map all of their local competitors so they can understand where do they sit, where should they be finding new customers, and what's their risk. So in this specific case, you can see that there's a couple other Nissan dealerships within 15 miles. So they've got some work to do. But after that, they really don't need to go any further than that to go find new customers. So what this specific dealer can do from here is now say, "All right, I want to take this intelligence, and I want to go build an audience to go find and conquest some new customers." So what we'll do is we'll get in here, and we'll call this Eric Test.
And now what we're going to do is we're going to go specifically to the location where that dealership is found. If you remember, they are in ZIP code 33027. And if you remember from what we just learned, we're going to deal with a radius of 15 miles around that store. What the system will automatically do, and you can see it's nearly real-time there, is it populates all those ZIP codes where they're specifically at. So once we've got this defined, now what we'll do is we'll go in and define the types of vehicles that we want to go get access to for this customer. So in this case, if you remember, we were dealing with Nissan. And just for simplicity's sake, what we're going to do is we're going to go in here. We're going to select every Nissan vehicle.
And you'll notice as we kind of scroll down on the page here, there's a lot of different configurable options ranging from type of vehicle. Is it new? Is it used? Is it luxury? Do we want to target just electrics? Anything we want to do. What we're going to do here is we're just going to go find every owner in their market. And this is where the power really comes into play. So we are now hitting a database of over 200 million vehicles across the entire country. And what you'll see coming up here on the screen in under 10 seconds is we're actually going to render counts specific to this dealership and what their opportunity is. And so you can see here on the page, they've got about 90,000 records and basically opportunities within just a 15-mile radius of their store.
From here, it's as simple as clicking a submit order button, and you're ready to go. I'm not going to do that for demo purposes. But what happens next is this is going to generate in a matter of 10-20 minutes. What'll happen next is our customer is going to get an email and have to go through two-factor authentication to download the audience. You can see the passcode screen up here on the page. From there, they'll get redirected into a different part of the platform that allows them to just download and access their audience and now push it out into the ecosystem, whether that be for digital advertising, connected TV, social, email, and we've even got a lot of customers that are still doing direct mail.
From here, once all that activation has taken place, then it gets down to time to analyze the results. From here, let's go over and take a look at those results. This is where we actually show our customers how well things worked for them. What we have the ability to do now is once we deliver all this data, they do the activation on it. Now you end up with record-level detail that says, "Here are the number of records that you sent out. Here are how many new sales they generated, used sales, and total sales in the entire marketplace." We don't just give them visibility into what they specifically sold, but how many of those customers ended up going to one of those other competitive Nissan stores to buy that vehicle. This gets powerful as you drill down deeper into this.
You can get into record level to see that record number seven on the file that we sent in actually left and went and bought a vehicle somewhere else versus records one, 17, and 19 ended up buying from your store. So it gives you powerful intelligence that allows you to then replicate the results, change your marketing program so that next time you're going through things, you can be more effective. And the last thing I want to share with you as it relates to specific results is how well our data actually work in the marketplace. So we know from studies that we've done over the past five to seven years that our audience data outperforms the market by a factor of nine, all the way up to 15X greater than what should be expected in the marketplace.
The exciting part is that we've actually seen results 20, 25, and 30 times greater than industry averages. So as it relates to predictive power of our data, ease of use, these are the exact reasons why we're having such great success as it relates to marketing today. Well, thanks for your time today. Hopefully, you've enjoyed getting a sense of what the Experian Marketing Engine is, how it works, and how we leverage our world-class data and best-in-class technology to allow our customers to really access hundreds of millions of data points in near real time to make their marketing efforts more successful. This is exactly what has driven us to significant double-digit growth over the last five years as it relates to marketing in North America here in the auto sector. Thanks again for your time.