Experian - data feast or famine

Data feast or famine?Data feast or famine?and the importance of bringing data together for more effective marketing

J ti A th E i M k ti S i 3rd N b 2011Justin Armsworth, Experian Marketing Services, 3rd November 2011

© 2011 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian Limited.

A data feast

© 2011 Experian Limited. All rights reserved. 2

Effective marketing must be driven by multi-channel thinking

Traditional markets & channels Direct channels Digital channels

Consistent data, insight and execution underpinning all activity

Using TECHNOLOGY to deploy and measure targeted strategies

Using DATA & INSIGHT to understand consumers & behaviour

Using PEOPLE to interpret and advise how to keep & grow customer value


How to avoid data indigestion

J t b h Just because you can access a huge amount of data covering social, search, purchasing, email etc. doesn’t mean that

h ldyou should Move on from aggregated reporting Address data and operational silos Address data and operational silos Develop a channel agnostic data, analysis

and segmentation strategy Keep the consumer at the heart of what

you do


Meet Sophie…p

Young Professional whoTakes 1-3 holidays overseas

Reads the Guardian, Independent or the Times

Watches comedy, arts/culture/sport

Young Professional who cares abut her career

Late 20’s

a year, usually to Europe

Earns about £3,000 per month and has share

options

Lives in a flat Spends a lot of time online

options

Walk to work/commutes

news.bbc.co.uk/sport; timeonline.co.uk; nationalrail.co.uk; lastminute.co,uk; maps google com

Has no children & lives on her own

by train maps.google.com


Sophie loves shoes

Sophie receives a direct mail from Brand XPromoting their latest 10% offer on every pair of shoes


The dreaded Monday morning commute

On the way to work on Monday morning Sophie notices another poster in the tube y y g p pstation for Brand X Promoting the same 10% offer on every pair of shoes


Time to relax in front of the TV

Later whilst sitting down to watch Gok’s Fashion Fix. An advert for Brand X is shown gand reminds her about the advert she saw earlier


Time to check those emails

While checking emails, a few days later Sophie receives a follow up email from g , y p pBrand X


Is that a good price?

Sophie decides to check a price comparison site to check that Brand X are offering p p p gthe best deal. Brand X is 2nd in her results. She decides to have another look later.


Checking email on the move

The next day Sophie quickly checks her Yahoo email on her phone. A Brand X advert is presented with a link to the Brand X website About time she paid attention tois presented with a link to the Brand X website. About time she paid attention to

Brand X –so she clicks through.


A landing page just for Sophie

Sophie clicks through to the Brand X website and purchases a pair of shoesSophie clicks through to the Brand X website and purchases a pair of shoes.


Welcome Sophie

Sophie is initiated into the Brand X loyalty programme. Her first communication is an p y y p gemail offering her 5% off her next purchase


These offers are hard to refuse!

Sophie continues to get personalised offers relevant to her as a customer with Shoes p g pand other related fashion offers.


5 recommendations for effective multi-channel tengagement

1. Segmentation

2 D H b2. Data Hub

3 Channel attrib tion3. Channel attribution

4 Personalisation4. Personalisation

5 Test and learn5. Test and learn


There are risks - a data famine?


Legislative riskWhat action are you taking now?What action are you taking now?


Feast, famine or somewhere in between – data is a f d t l t f ff ti k ti l tifundamental part of effective marketing solutions


Dealing with the feast or famine ...

C Connect your data sources to see a ‘single version of the truth’

Analyse this data to unlock powerful insights

Leverage these insights into multi channel

Measure

multi-channel marketing strategies

and learn to improveMeasure and learn to improve the process and increase ROI


Document Information

For further information, please contact:

Justin ArmsworthMarketing Information ServicesExperian | 160 Dundee Street | Edinburgh | EH11 1DQ

, p

p | | g |T: 0131 228 7627 M: 07967 [email protected]

© 2011 Experian Ltd

This document is unpublished and the foregoing notice is affixed to protect Experian in the event of inadvertent publication.All rights reserved. No part of this document may be reproduced in any form, including photocopying or electronic transmission, without prior written consent of Experian. The information contained in this document is confidential and proprietary to Experian and may not be used or disclosed except as expressly authorised in writing by Experian.Product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged.


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