How Experian Revolutionized Product Strategy and Management with Big Data
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How Experian Revolutionized Product Strategy and Management with Big Data

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Agile discussions often focus on stories, backlogs, development, and testing. At Experian they also brought product strategy management and strategy into the agile fold to ensure their teams were in ...

Agile discussions often focus on stories, backlogs, development, and testing. At Experian they also brought product strategy management and strategy into the agile fold to ensure their teams were in lock-step with customer requirements and priorities. That resulted in the delivery of Experian’s first big data project—without adding a single new person or “big data expert.” How did they do it? Product guru Jeff Hassemer shares his (not-so) kumbaya moments of how he learned about the principles of agile within big data projects—in action. Jeff describes practical tools specifically focused on customer ROI valuation and developing the science behind embedding customer knowledge and prioritization. In addition, he shares the lessons he learned along the way as he implemented his first Hadoop/HBase project. Learn the key aspects of the process and practical tools he created and how you, too, can deploy big data within your organization.

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How Experian Revolutionized Product Strategy and Management with Big Data How Experian Revolutionized Product Strategy and Management with Big Data Document Transcript

  • ! BW11 Concurrent!Session! 11/13/2013!3:45!PM! ! ! ! ! ! ! "How Experian Revolutionized Product Strategy and Management with Big Data" ! ! ! Presented by: Jeff Hassemer, Experian ! ! ! ! ! Brought(to(you(by:( ! ! ! 340!Corporate!Way,!Suite!300,!Orange!Park,!FL!32073! 888C268C8770!E!904C278C0524!E!sqeinfo@sqe.com!E!www.sqe.com
  • Jeff Hassemer Experian Jeff Hassemer is a global product marketing executive known for his thought leadership and notable product achievements in the areas of databasemarketing, CRM, and marketingautomation technology solutions. Jeff serves as senior vice president of Global Product Strategy for Experian Marketing Services. Experian’s clients gain competitive advantages and optimized marketing spends as a direct result of the profitable, state-of-the-art strategies, programs and processes that Jeff oversees and directs in his diverse product portfolio. Prior to joining Experian, Jeff held senior-level marketing positions in emerging tech and Fortune 500 companies including Doubleclick, Matchlogic, Entiera, Responsys, ROI Direct, and Customer Insight Company. !
  • How Experian Revolutionized Product Strategy and Big Data Jeff Hassemer Senior Vice President, Product Strategy Experian Marketing Services November 13, 2013 ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are 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. Experian Public.
  • “Great spirits have always encountered violent opposition from mediocre minds” - Albert Einstein © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2
  • Overview of Experian !  Revenue: US$4.5 bn !  EBITA: US$1.2 bn (margin: 26%) !  Equity Market Capitalization: £11.0 bn !  In top 50 of FTSE 100 !  Employees: c. 17,000 !  Offices in 44 countries !  Largest markets: US, Brazil, UK !  Corporate headquarters: Dublin Leading global information services company, providing data and analytical tools to clients around the world © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3
  • We’re a global leader in Marketing Services Global focus !  Over US$1bn of revenues in FY13 !  Over 10,000 clients in 30 countries !  Heavy cross-sell strategy Revenue by region EMEA / Asia Pacific 28% UK & Ireland 25% North America 42% Latin America 5% Unique offerings !  Global segmentation of over 2.2bn consumers !  Demographic data on c.500m individuals in 260m households !  Deliver over 300bn permission-based, targeted emails annually !  Process 4TB of internet usage each day spanning over 400m websites •  1.2bn cookies profiled, powering hundreds of billions of impressions © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Revenue by product Other 5% Data Quality 17% Cross Channel Marketing 40% Consumer Insights & Targeting 3% 4
  • •  Loss in over 50% of the revenue over a 5 year period •  Servicing a shrinking market (Direct Mail) •  Aging and expensive technology platform •  Aging and expensive Personnel tied to COBOL
  • Assessing the Market Price/Value Map Key Points !  There is one clear winner in this space !  Two “Value Providers” are in the space, but are relatively small. !  Market lacks differentiation, and many key vendors are shrinking. !  Market may show a shrinking space 5.75 Acxiom 5.25 Epsilon Experian InfoGroup Price 4.75 4.25 Merkle / Cognitive 3.75 Printers Solution Set ►  3.25 Web Decisions 2.75 4.25 4.75 5.25 5.75 6.25 !  6.75 7.25 7.75 Zero sum with the growing and shrinking vendors Experian is in a dire spot 8.25 © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. ►  Undifferentiated ►  Perceived Customer Value Losing share 6
  • The Price Value Map Scoring Matrix Most Important Attributes Customer Importance Ranking Experia Acxiom n Merkle / Solution Web InfoGro Cognitiv Set Decisions up e Epsilon Printers ( weights must sum to 100 ) Speed 15% 6.0 Accuracy 8% 7.0 Service 20% 7.0 5% 7.0 Client Experience 10% 5.0 Innovation & Thought Leadership 10% 5.0 Flexibility 10% 6.0 Expertise 7% 7.0 5% Brand Dollar Price (in Millons) Prices as % of DCLK Total Score © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10% 6.0 7.0 7.0 7.0 Acxiom Epsilon 8.0 5.0 100% $ 75,000 5.20 100% 6.40 6.47 ppt DP 6.40 6.47 $ 7.0 104% 6.95 6.95 7.0 $ 7.0 95% 30,000 8.02 7.0 7.0 5.0 6.0 5.0 6.0 6.0 5.0 6.0 Merkle / Web Decisions Cognitive7.0 5.0 $ 60,000 3.50 8.0 8.02 5.0 8.0 Solution Set 7.0 40,000 4.75 8.0 7.0 6.0 8.0 6.0 7.0 7.0 7.0 7.0 9.0 6.0 6.0 8.0 5.00 7.0 6.0 7.0 7.0 8.0 6.0 Experian $ 40,000 Company Revenue ($000's) 7.0 6.0 6.0 9.0 7.0 6.0 7.0 7.0 6.0 7.0 8.0 7.0 6.0 8.0 Performance (Match Rates) Breadth of Competitive Pricing Analysis Services 7.0 4.50 70% 6.69 6.69 7.0 90% $ 6,000 3.00 5.88 5.88 4.0 60% 6.0 5.0 6.0 5.0 5.0 5.0 5.0 5.0 InfoGroup Printers 6.0 $ 30,000 4.75 5.0 6.03 6.03 6.0 $ 95% 20,000 3.50 75.0 5.40 5.40 70% 7
  • •  Lower Technology costs •  Shift to Digital Marketing •  Increased Throughput © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. •  Big Data •  New Programming Languages •  Increase Pace through Agile 8
  • Our Day of Infamy
  • Challenges •  Fear •  Uncertainty •  Doubt
  • Closing slide © 2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12