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Best practice hints and tips from Experian Marketing Services for Online Retailers leading up to the 2010 festive season - how are you going to connect with your customers? Let us help!

Best practice hints and tips from Experian Marketing Services for Online Retailers leading up to the 2010 festive season - how are you going to connect with your customers? Let us help!

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  • Audience participation time.Let me show you what cognitive dissonance looks like and why it is imperative to look at consumer behaviour – not stated behaviour, but actual behaviour.Put your hands up if in the past 7 days you have visited and adult website.If there are 70 people in this room, then 5 people should have put their hands in the air.Adult share of visits has declined substantially since Jan 2008 compared with Jan 2010.Ok so we get it?We look at actual observed behaviour, not stated behaviour.Marketers use our data to grow and protect businesses and brands, make better and timelier decisions through understanding what’s working for competitors, partners and affiliates. Rankings – Traffic Sources – Search Terms - Demographics
  • Overall internet traffic shows the overall reliance on email to drive traffic. Volumes stayed higher through the period with a decline on xmas day and sharp increase promoting after xmas sales. Multi channel retailers led in volumes.

Experian Marketing Services e-Christmas Strategies and Planning.uploadfile Experian Marketing Services e-Christmas Strategies and Planning.uploadfile Presentation Transcript

  • Online Retailer Workshope-Christmas: 2010 Christmas Online Retail Strategies and Planning
    9th July 2010
    • Review of Christmas 2009
    • Setting a business objective
    Introduction
    • Developing an online strategy
    • Goals and measurements
    • The discipline of analysing and optimising
    • Attract
    • Engage
    • Convert
    • Retain
    • Panel discussion and Q&A
  • The online marketing world is increasingly complex – and requires immediate answers.
    Who is my competition?
    Who is my audience?
    Who are my potential partners?
    How is my competition doing?
    What is my audience looking for?
    How are consumers behaving?
    3
    3
    © 2009 Experian Limited. All rights reserved.
  • 4
    © 2009 Experian Limited. All rights reserved.
    Introduction
    Methodology
    Retail Landscape & Trends
    Cocooning .. is it real?
    Hot products
    Xmas 2010
    4
  • +88.9%
    -39.5%
  • 6
    © 2009 Experian Limited. All rights reserved.
    Shopping & Classifieds slice of the pie
    Source: Experian Hitwise: June 2010
    6
  • What we do online
    7
    YoY Change
    Computers and Internet +4.8%
    Entertainment +4.2%
    Sports +3.9%
    Shopping and Classifieds +3.1%
    Education +1.6%
    Lifestyle +0.5%
    Community -23.3%
    Government -17.1%
    News and Media -15.9%
    Aviation -13.5%
    Business and Finance -10.5%
    Health and Medical -10.4%
    Automotive -9.6%
    Music -7.6%
    Travel -4.9%
    Food and Beverage -2.7%
    Adult -2.3%
    Gambling -1.9%
    Source: Experian Hitwise: June 2010
    7
    7
    © 2009 Experian Limited. All rights reserved.
  • What’s different?June 2010 vs. June 2009
    8
    8
    8
  • The land of opportunity
    9
    9
    9
    © 2009 Experian Limited. All rights reserved.
  • 10
    © 2009 Experian Limited. All rights reserved.
    Big opportunity for growth
    UK 6.0%
    France -19.2%
    US -27.6%
    New Zealand 7.0%
    Australia 3.1%
    Canada 2.0%
    Brazil -18.1%
    Singapore -8.4%
    Hong Kong -14.1%
    10
  • 11
    © 2009 Experian Limited. All rights reserved.
    Retail industries snapshot
    11
    Source: Experian Hitwise, July 2009 vs. August 2008.
  • 12
    © 2009 Experian Limited. All rights reserved.
    Changes in shopping habitsJune 2010 vs. June 2009
    12
    Source: Experian Hitwise. Share of visits to Shopping and Classifieds, June 2010 vs. June 2009..
  • 13
    © 2009 Experian Limited. All rights reserved.
    Browsing time on the up
    13
    Source: Experian Hitwise: July 2009
  • 14
    © 2009 Experian Limited. All rights reserved.
    Where do they come from?
    Source: Experian Hitwise: July 2009
    14
  • 15
    © 2009 Experian Limited. All rights reserved.
    What’s changed?
    15
  • 16
    © 2009 Experian Limited. All rights reserved.
    Search Engines influence growing globally
    Australia -10.2%
    US 19.7%
    UK 4.2%
    16
  • 17
    © 2009 Experian Limited. All rights reserved.
    Bricks & Mortar vs. Online Stores
    17
  • 18
    © 2009 Experian Limited. All rights reserved.
    The influence of the exchange rate
    18
  • 19
    Shopping locally and globally
    All sites
    Shopping V Classifieds
    19
    © 2009 Experian Limited. All rights reserved.
  • 20
    © 2009 Experian Limited. All rights reserved.
    Local or International?
    20
  • 21
    © 2009 Experian Limited. All rights reserved.
    Impact of the exchange rate
    21
  • 22
    © 2009 Experian Limited. All rights reserved.
    Where does your search go?
    Brand X - Retailer
    41.9% of the top 100 search terms containing brand X result in a visit other than to the brand’s website.
    22
    Source: Experian Hitwise. 12 weeks ending 8 August 2009
  • 23
    © 2009 Experian Limited. All rights reserved.
    The importance of comparison
    +29.5% in past 3 years
    23
  • 24
    © 2009 Experian Limited. All rights reserved.
    The importance of comparison
    24
  • 25
    © 2009 Experian Limited. All rights reserved.
    Delivery is increasing
    +34.6%
    25
  • 26
    © 2009 Experian Limited. All rights reserved.
    An increasingly competitive market
    26
  • 27
    © 2009 Experian Limited. All rights reserved.
    Search term trends changing
    27
  • 28
    Brand is important online
    Appliances & Electronics(Shopping & Classifieds)
    Top 100 Search Terms
    w/e 4 July 2009
    w/e 3 July 2010
    28% of total search volume
    33.5% of total search volume
    28
    © 2009 Experian Limited. All rights reserved.
  • 29
    © 2009 Experian Limited. All rights reserved.
    Cocooning - does it exist?
    Faith Popcorn
    US Futurist
    Coined the term “cocooning” in the 90s
    Cocooning
    in trying times people retreat to the comfort and security of their homes.
    Cook dinner instead of going to restaurants
    DIY and Handicrafts boom.
    Home is equipped with indulgences.
    More humble holidays.
    29
  • 30
    © 2009 Experian Limited. All rights reserved.
    Restaurants did not take the expected hit
    30
  • 31
    © 2009 Experian Limited. All rights reserved.
    Take-away food growing
    31
  • 32
    © 2009 Experian Limited. All rights reserved.
    Recipes rising
    32
  • 33
    © 2009 Experian Limited. All rights reserved.
    Property decreasing : House & Garden growing
    33
  • 34
    © 2009 Experian Limited. All rights reserved.
    Household gadgets on a strong trend
    34
  • 35
    Impact on Travel
    35
    © 2009 Experian Limited. All rights reserved.
  • 36
    © 2009 Experian Limited. All rights reserved.
    Is there evidence of Cocooning
    Grocery & Alcohol on rise - indicator of increase in home based entertaining / eating.
    Supported by strong rise in Recipes, even prior to Masterchef.
    House & Garden retail sites increasing share against a backdrop of a decline of interest in Property sites.
    Appliances & Electronics growing, filling our homes with gadgets and entertainment features.
    Travel - more domestic destination growth and Cruises are a strong indicator.
    36
  • 37
    © 2009 Experian Limited. All rights reserved.
    Hot Products - Appliances & Electronics
    37
  • 38
    © 2009 Experian Limited. All rights reserved.
    Hot Brands
    38
  • Monitor, Respond, Foresee: Online Tools for Retail Planning
    Alan Long, Research Director
    2010
    Apple.com.au/ipad
    39
    39
    © 2009 Experian Limited. All rights reserved.
  • Rundown..
    Re-cap from Christmas Season 2009
    Impact of Social Media on Retail
    Key Planning Dates 2010
    Ipad Analysis – What are the opportunities for retailers?
    40
    40
    © 2009 Experian Limited. All rights reserved.
  • Boxing Day continues to be the prime day for online retail
    Australian Visits to Shopping and Classifieds
    Visits on Boxing Day down 5.6% reflecting sober economic environment –
    Retailers should still expect tough times ahead
    41
    41
    © 2009 Experian Limited. All rights reserved.
  • How has the online / offline purchase cycle shifted?
    Australian Searches for ‘free shipping and ‘trading hours’ term variations
    Research occurring later due to stronger online / offline relationship
    Retailers should develop content that meets multichannel information needs
    42
    42
    © 2009 Experian Limited. All rights reserved.
  • Who is making the most out of Boxing Day sales?
    43
    43
    © 2009 Experian Limited. All rights reserved.
  • Department Stores fastest moving industry in Australia during Xmas 2009
    Australian Visits to Shopping and Classifieds
    44
    44
    © 2009 Experian Limited. All rights reserved.
  • Paths to Retail Success
    Three leading retailers
    Market share peaks different pre Christmas.
    Each drove audience with different strategies.
    There is more than one way to online success.
    45
    45
    © 2009 Experian Limited. All rights reserved.
  • Paths to Retail Success
    Invitation only website, offering special on sale deals.
    Rewards and Directories and Paid to Surf drove strong market share growth.
    Email a consistent driver and Search becoming more prominent.
    46
    46
    © 2009 Experian Limited. All rights reserved.
  • Paths to Retail Success
    Search decreasing in dominance of upstream as other channels grow.
    Email was the key traffic driver in the w/e 12 December, EziBuy’s pre Christmas peak.
    Development and strategic use of email does have an impact on visitation and share of visits.
    47
    47
    © 2009 Experian Limited. All rights reserved.
  • Paths to Retail Success
    Threadless is an online T-Shirt site, featuring designs by contributors and voted on by the community.
    Social media is the key driver – predominantly Facebook.
    Over 104,000 fans, always something to vote on and be involved with.
    Very quick way disseminate special offers and new designs.
    No absolute strategy for success.
    Understand competitors successes and benchmark.
    Learn from competitors and successful online businesses.
    48
    48
    © 2009 Experian Limited. All rights reserved.
  • Online retail growth from affluent, inner-city audience groups
    Outer suburban, provincial and rural Australia.
    Indicative of desire for broader options that may not be locally available.
    The everyday Australian shops online.
    49
    Young Ambition – educated high earning young singles in inner suburbs.
    Privileged Prosperity – most affluent families in most desirable locations.
    49
    © 2009 Experian Limited. All rights reserved.
  • Why is Social Media so Important?
    Social Networking and Forums No.1 in w/e 26 December, 2009.
    Where audiences go, advertising dollars will follow.
    Search Engines organise and provide structure for websites to be found, Social Networks and Forums provide personal referral and recommendation.
    50
    50
    © 2009 Experian Limited. All rights reserved.
  • Social Media driving more traffic to Retailers
    51
    Portals -20%
    Email +1%
    Social Media +28%
    Search -4%
    Portals +29%
    Email +19%
    Social Media +12%
    Search -6%
    YoY growth swayed by industries use of each sector for marketing.
    51
    © 2009 Experian Limited. All rights reserved.
  • Both multi-product and leading retail sectors heavily reliant on Social Media
    Classifieds -12.6%
    Video & Games -11.8%
    Books +64.6%
    Department Stores +22.0%
    Grocery & Alcohol+ 26.3%
    52
    52
    © 2009 Experian Limited. All rights reserved.
  • Key Planning Dates – Make sure you don’t miss out by poor planning
    End of Financial Year
    Three weeks
    Prior.
    Father’s day
    Two weeks prior.
    Easter
    Three weeks
    Prior.
    Mother’s Day
    The week of
    Christmas
    First week of October.
    Step ups at end of October and end of November
    Valentine’s Day
    No discernable movement
    53
    53
    © 2009 Experian Limited. All rights reserved.
  • iPad – consumer anticipation was always evident
    Pre launch interest 7 times greater than corresponding week prior to iPhone launch
    Interest at same level as iPhone, well ahead of iPod.
    54
    54
    © 2009 Experian Limited. All rights reserved.
  • Learning from product cycles
    Reviews
    Product features and Specs
    Release date
    Video footage.
    55
    55
    © 2009 Experian Limited. All rights reserved.
  • Publishers / Tech sites early beneficiaries
    56
    Less geeky.
    Video sites play a key role.
    SMH and News.com.au traditional news sites along with Google News Australia.
    Tech and gadget sites feature prominently.
    SMH and The Australian only local traditional; titles to generate visitation.
    56
    © 2009 Experian Limited. All rights reserved.
  • Telcos eager to get on board
    Key learning from iPhone launch – focus shifts from apps and features to Telcos at time of release.
    Opportunity to tap into Apple’s audience base.
    While Vodafone best audience match, Telstra has volume and audience breadth.
    57
    57
    © 2009 Experian Limited. All rights reserved.
  • The lifecycle
    Objective
    Strategy
    Retain
    Convert
    Goals
    Analyse
    Optimise
    Engage
    Attract
  • ObjectiveExample business objectives


    To become the best airline in the world for the frequent business traveler.
    We stand for value for money, quality, innovation, fun and a sense of competitive challenge.




    ...our vision of becoming the world’s number one authority on sexual wellbeing.
    By 1973, our aim is to establish a supermarket in every Australian capital city.


  • ObjectiveGroup exercise
    Define your own business objective (either real or aspirational)
    • Visionary
    • Progressive
    • Concise
    • Achievable
  • Business objective and strategy
    Business objective
    Corporate strategy
    Product development
    Sales & marketing
    Finance
    HR
    Marketingstrategy
    Sales strategy
  • Corporate strategyA definition

    The strategy of a firm is the match between its internal capabilities and its external relationships. It describes how it responds to its suppliers, its customers, its competitors, and the social end economic environment within which it operates.

    John KayFoundations of Corporate Success
  • StrategyGroup exercise
    What elements do you look at when setting your strategy?
    • Assess
    • Review
    • Establish
    • Analyze
  • Suggested approach
    Establish key business
    objectives
    1
    Assess
    current capability
    Review current data-based
    marketing activity
    2
    3
    Identify and value
    opportunities
    Establish required
    capability
    4
    5
    Business performance
    review
    Capability gap analysis
    and benchmarking
    7
    6
    Solution definition
    8
    Business case
    9
    Marketing strategy
    10
  • GoalsThe seven Ps of marketing
  • Communication mechanisms and channels
    Website data
    Financial data
    Policy data
    Portfolio understanding
    Customer transactional data
    Customer data
    External
    data
    Customer value management
    Product data
    Customer retention
    Behavioural and contact data
    Single customer view
    Customer acquisition
    Opportunity analysis
    Performance evaluation
    Channel optimisation
    Product development
    Campaigns
    Pricing strategy
    Risk assessment
    Segmentation
    iTV
    Print
    Branch
    Web
    Call centres
    Mobile
    E-mail and IM
    FieldSales
    Outputs
    Analytics and insight
    Decision support
    Campaign delivery
    Call Centres
    Branches
    Channels
  • Optimized marketing maturity curve
    +15 to +30% or more
    +10 to +20%
    IncrementalbenefitROI
    +5 to +10%
    +5 to +10%
    Underlying decision complexity
    **On average this shift to marketing optimization is worth >30% increase in revenue for each customer.
    CS 5 RW V1 130508
  • The lifecycleAttract
    Objective
    Strategy
    Retain
    Convert
    Goals
    Analyse
    Optimise
    Engage
    Attract
  • AttractGroup exercise
    What do your customers look like?
    • Best Customer’s Characteristics
    • Poorest Customer’s Characteristics
    • P.18
    • Clean
    Data – The three wise methods
    • Enhance
    • Capture
  • Cost of poor quality data
    The most significant costs of inaccurate data
    Dynamic Markets – International DQ Research
  • MOSAIC – Gap analysis
    You vs. competitor/industry/online population
  • MOSAIC – Gap analysis
    You vs. competitor/industry/online population
  • Find my audience
    Where am I most likely to find Metro Multiculture Online?
  • Make it simple to sign upSignup forms
  • Avoid unnecessary fieldsSign up forms
    99% drop-off rate
  • Overcoming information overloadTake the Linkedin approach
    • Take minimal information needed initially
    • Reward the user to fill out more of their profile with access to more features and benefits
  • Heavy reliance on email to drive downstream traffic
  • Search terms in subject lines
    The increase in usage of ‘you/your’ illustrates a greater emphasis on building personal relationships with customers
    ‘Free’ and ‘ship’ remain in the top 5 words, but have lower frequency than in 2008
    Offers and sales are major subject line topics in both years
    ‘Get’ is in the Top 25 words, but ‘give’ did not make the list, scoring just 0.8 percent
    ‘Only’, ‘now’, ‘today’, ‘last’, ‘special’, and ‘remind’ all remain popular key words and create a sense of urgency
  • Search terms in subject lines
    Some form of holiday messaging was included in 35% of mailings
    12% of mailings used the key words ‘holiday’ or ‘Christmas’ in the subject line
    The increase in usage of ‘you/your’ illustrates a greater emphasis on building personal relationships with customers
    ‘Free’ and ‘ship’ remain in the top 5 words, but have lower frequency than in 2008
    Offers and sales are major subject line topics in both years
    ‘Get’ is in the Top 25 words, but ‘give’ did not make the list, scoring just 0.8 percent
    ‘Only’, ‘now’, ‘today’, ‘last’, ‘special’, and ‘remind’ all remain popular key words and create a sense of urgency
  • Dustin CurtisYou should follow him on twitter
    Data source: dustincurtis.com
  • Dustin CurtisYou should follow him on twitter
    Data source: dustincurtis.com
  • Email and its friend Social Media
  • Email acquisition“Best of” creative – forward to a friend
    Subject line:Make it better. For yourself. And a tree.
  • Email acquisitionDon’t forget about your Web site
    Let your subscribers do the work for you!
    Consider viral opportunities at email sign up combined with a sweepstakes
  • Wish lists
    A wish list is a great shopping tool.
    Helps customers build shopping lists and save gift ideas
    WishMail results:
    • 50x lift in transaction rate
    • 23x lift in $ per email
    • 8x lift in open rate
    • 21x lift in click rate
  • AttractGroup exercise
    What Key Points can you use to attract customers
    5 Key Points
  • The lifecycleEngage
    Objective
    Strategy
    Retain
    Convert
    Goals
    Analyse
    Optimise
    Engage
    Attract
  • Enhance your Christmas database
    Consumers are inundated with marketing messages that increase in frequency during the holiday
    Relevant offers through effective channels is key
    Database management and data enrichment are critical practices to deliver customer insight
  • Who’s inactive?
    Identified In-actives
    1/4/09-30/9/09
    28% of in-actives re-engaged between 1/10/09-31/12/09
    Increased from 15.7% in 2009
  • The countdown
    Countdown emails generate high customer interest
    These emails had the highest unique open, unique click and click-to-open rates:
    14.77% unique open rate
    6.68% unique click rate
    28.94% click-to-open rate
  • Holiday gift ideas email
    Campaigns reporting gift ideas pulled more than double the transaction rates for multichannel retailers (0.46% vs. 0.17%)
  • In-store offers
    Emails promoting in-store only offers had the highest unique open and click rates (16.09% and 3.43% respectively) beating out online only and site wide offers
    Clearly promote your channels via email to help customers decide where to shop
  • Brand recallProducts to focus on
  • Engage with your usersThink like they do
    Feedback forms
    Live chat
    Surveys
    On average, a happy customer will tell 3 people about their experience. An unhappy customer will tell 10.


  • EngageGroup exercise
    What Key Points can you use to engage customers
    5 Key Points
  • The lifecycleConvert
    Objective
    Strategy
    Retain
    Convert
    Goals
    Analyse
    Optimise
    Engage
    Attract
  • Shipping deadlines
  • Free shipping
    Free shipping with a minimum spend of $25 was most offered by companies
    Free shipping with a minimum spend of $50 pulled in the strongest unique open and click rates (13.81% and 2.51%)
    Free shipping with a minimum spend of $150 had the highest transaction rate
  • CheckoutSingle vs. multipage checkout
    35.2% conv rate
    42.9% conv rate
  • Transaction rates
    22x higher
    Unique click rates
    Over 10x higher
    Unique open rates
    Over 3x higher
    Revenue per email
    18x higher
    Remarketing results
    Performance metrics compared to bulk
    messages
    Remarketing – Re-engaging
  • ImpulsivityRecommendations at the product level
    30% of Amazon’s revenue comes from the recommendation engine.


  • Data source:
    Where to next – Proof that A/B testing works anywhereMeet Keith…
    • How can Keith make more money?
    • Board is hard to read
    • Cup is hidden from view
    • No incentive to donate
  • 100% increase in earnings
    Data source:
    • How can Keith make more money?
    • Easy to read board
    • Cup is visible with a call to action!
    • Incentive to donate – Free hand sanitizer
    Proof that A/B testing works anywhereMeet the new and improved Keith
  • 58%conversionrate increase
    Image Copyright SiteTuners.com
    Improve your conversion rates
    Before
    After
    • Thousands of potential variations can be tested
    • Having controlled testing environments is the key to success – change, test, analyse, action
    • Layout is just one part of the equation, notice in the example how use of language can have a huge impact on conversion rates
    • Other factors to consider – removing noise on the page (navigation, etc.), adding testimonials, reducing ‘barrier to entry’
  • Trust markersBadges, awards, SSL
    No trust
    Lots of trust
  • Use tools to identify your elements/pages
    Choose your weaponFree or paid?
  • ConvertGroup exercise
    What Key Points can you use to convert customers
    5 Key Points
  • The lifecycleRetain
    Objective
    Strategy
    Retain
    Convert
    Goals
    Analyse
    Optimise
    Engage
    Attract
  • “Page load time is inversely proportional to the number of page views for a given user (i.e. lower latency = more page views).”
    “A 2000ms delay reduces earnings per user by 4.3%.”
    “Every 100ms delay costs Amazon 1% of revenue.”
    “2000ms delay on download page costs Firefox 60 million downloads per year (10 record-breaking download days per year).”
    Speed and responsivenessPlenty of studies to back this up
    Web provider
    Costs of download latency
  • Data sources:
    Learn to make users trust youTestimonials
    • Customer testimonials can have a dramatic impact on Customer Retention
    • For B2B businesses high-profile testimonials provide huge credibility
    • Video testimonials can be up to 200% more powerful
    • Test including logos of the businesses to draw eye attention
    • Consider combining your opt-down with a preference center
    • Only offer frequency options on opt-out, not opt-in!
    Email retentionOpt-down strategies
    Utilise a frequency “opt down” to save subscribers on your list who may feel they hear from you too often
  • Lifecycle marketingHTML transactional emails work
    Benchmark data shows that order confirmation emails have:
    • Open rates over 140%
    • Transaction rates over 2%
    Results:
    • Total open ratesexceed 200% vs. all other email types
    • Total click ratesover 70% vs. all email types with click through opportunities
  • Lifecycle marketingThe value of saying thank you
    Every user interaction should result in an HTML email being sent
    Every site-generated email you send today should be converted to HTML
  • Waitrose – The lifecycle
  • Waitrose - The results
  • RetainGroup exercise
    What Key Points can you use to Retain customers
    5 Key Points
  • Marketers should consider incorporating the checklist into their campaigns
    • Use holiday language
    Tactical stocking fillers
    • Clearly promote shipping deadlines
    • Use headline text to indicate offer
    • Incorporate a holiday navigation bar with gift sites and holiday services
    • Indicate purchase channel details (retail hours, locations, telephone, etc.)
  • Tactical stocking fillers
    • Leverage the spirit of the holidays in your creative and messaging
    • Countdown to the holiday to remind subscribers of timing
    • Consider Christmas-specific series
    • Advent
    • 12 Days of Christmas
    • Help people choose gifts
    • Thank your customers
    • Start early and finish late – Don’t forget post Christmas sales
  • The essential Christmas checklist
    Develop business objectives
    Devise strategy
    Create marketing roadmap
    Review current market position
    Audit data quality and channels of collection
    Enhance customer database to gather insight
    Segment customer and prospect base
    Implement communication via chosen channels
    Test, discard, and scale
    Ongoing monitoring and review
  • Experian Marketing Services
    Kate Jackson
    Marketing Communications Manager A/NZ
    03 8699 0176
    Kate.jackson@au.experian.com
    www.experian.com.au
    © 2010 Experian Limited. All rights reserved.