Turn's Partner Spolight: Experian ppt
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Turn's Partner Spolight: Experian ppt

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Turn provides a monthly customer newsletter. Within the newsletter, is a Partner Spotlight section. In September 2013's edition, Data Partner, Experian, presents the overview of ConsumerView.

Turn provides a monthly customer newsletter. Within the newsletter, is a Partner Spotlight section. In September 2013's edition, Data Partner, Experian, presents the overview of ConsumerView.
ConsumerView is Experian’s marketing database used in targeting, segmenting and enriching the views of consumers around the world with demographic, self-reported, life event, aggregated auto, aggregated credit, direct response, property and mortgage information

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Turn's Partner Spolight: Experian ppt Turn's Partner Spolight: Experian ppt Presentation Transcript

  • 1©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. ©2012 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. Identify and reach audiences ready to buy ConsumerView
  • 2©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. What is ConsumerView? ConsumerView is Experian’s marketing database used in targeting, segmenting and enriching the views of consumers around the world with demographic, self-reported, life event, aggregated auto, aggregated credit, direct response, property and mortgage information ConsumerView represents the core identities, attributes and linkages that comprise our data products  Name, address, phone, mobile, email, digital identity  Detailed demographics and segments  Transaction and purchasing measures  Digital behavior and channel usage  Life events and purchasing triggers Obtain a marketing advantage by gaining an in-depth understanding of your customers and prospects
  • 3©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. Experian’s Data Management We go through a comprehensive process to build and maintain the industry’s best databases You inherit the benefit of these processes with each of our files  Ensure all data acquired meets quality standards  Scrutinize the data collection, privacy policies and use requirements  Process all data through special processing to ensure quality before data makes it to our file  Match, dedupe and integrate data from all sources to deliver the best possible view  Continually test and measure the data within the file to ensure quality and set benchmarks for ongoing measurement Data Acquisition Data Management Data Integration Data Quality Monitoring
  • 4©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. All data is assessed for integrity using our Fair Information Values Assessment (FIVA) to assure proper consideration is given to all regulations and guidelines that impact data use. Experian’s ConsumerView creates the best possible record by drawing from hundreds of sources Aggregated information Summarized credit Summarized vehicle Summarized demographic Consumer response On-line surveys Off-line surveys Transactional Phone updates New parents New movers New homeowners Catalog purchases Retail/etail purchases Modeled/inferred Income Marital status Presence of children Public/proprietary Telephone State registrations Realty Census ConsumerView
  • 5©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. ConsumerView A variety of sources create the best record Product surveys/ registrations County deed records New parent file Mail order buyers Telephone directory & public records Licensed occupations Predictive models Summarized data Dana T. Consumer 142 S. Main St. Anytown, USA 10000 (401) 999 0000 College graduate Internet user Travel enthusiast Golfer Homeowner Fixed rate-FHA loan Sale type: new Presence of children Gardening magazines Books Contributor Pharmacist EHI: $125,000 Purchases online Platinum card Median equivalency-750 Total # all tradelines-10 Average age of vehicle- 2
  • 6©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. ConsumerView Data coverage Examples of coverage for some key demographics:  Income 100 percent  Occupation group 99.8 percent  Education 99.7 percent  Age 96.3 percent  Gender 92.0 percent  Homeowner/renter 91.0 percent  Ethnicity 90.0 percent  Marital status 85.5 percent
  • 7©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. ConsumerView enables customer insight, sound strategy, planning, program development and execution Online activity Psychographic and lifestyle Attitudes, opinions and beliefs Demographics Channel engagement and preference What does the customer believe? What do they value?  Motivators / Beliefs / Preferences  Decision style  Understanding “value motivators” or assessment factors that consumers use to evaluate choices  What is the mindset of the customer and how to I leverage it to design and apply more effective treatments? What does the customer look like?  Demographics – age, gender, ethnicity, etc.  Household composition – married, children, etc.  Potential value – Income, Home value, Automobile ownership  Spending patterns What channel does the customer prefer?  Which channel is most effective? - Direct mail, telemarketing - Email, Online, Mobile, Cable  Do certain channels work better for certain types of communications? Is the customer engaged online?  Engagement on other websites (e.g. competitors)  Search term usage, Web site path analysis  Online profile analysis  Social networks How does the customer live? What do they enjoy doing?  Interests, Activities, Hobbies  Magazine subscriptions  Charitable donations  Mail order purchases
  • 8©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public. ConsumerView Better Coverage + Better Quality = Better Results CompanyA 64,796 CompanyB 67,857** 63,113 CompanyD 65,244 Experian 68,565 CompanyC Experian has… •The largest overall coverage… 4.8% more than its nearest competitor •The best overall coverage for most attributes including, •The most coverage and most accurate Age data •More Phone data than any competitor •Most accurate Number of Children, Education and Length of Residence •Most Coverage in Realty related attributes* Based on a random sampling of 348 zip carrier routes across the United States ** 15% of Company B records were duplicate addresses.
  • 9©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.  Original source compilation  Broader set of sources  Highest coverage of core attributes  Multiple surnames in a household  Separation of known vs. modeled  Updated more frequently  Superior testing and processing to ensure the highest data quality  Information Practices / Compliance ConsumerView Helping marketers make smarter decisions  299 million consumers; 116 million households  Coverage on 98 percent of U.S. households  4,000+ demographic attributes  Multi-sourced, combines data from hundreds of public and proprietary sources, including self-reported information, public records and purchase transaction information ConsumerView facts ConsumerView advantages
  • 10©2012 Experian Information Solutions, Inc. All rights reserved. Experian Public.