Experian Marketing Services' Finance Insights Webinar

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Experian Public.
Finance Insights Webinar
February 2015
Billy Grant - Consumer Insights
Experian Marketing Services

2©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 2
Working with Consumer Insight and Targeting
Lie of the
Land
Growth in
Banking,
Insurance
and
Aggregators
Product
demand
Advanced
targeting
and media
planning
Agenda
The
consumers
behind
this
demand

Experian Public. 3
2014 Total Visits to Finance Industry
Banks gain by far the greatest share of visits in the finance space.
 Visitation to banking websites far in excess of
those driven to both aggregators and insurers.
 Requirement for more regular visitation will play
a part but banks hold a much greater audience
than aggregators or insurers.
 Opportunity for banks to sell products to a
larger base.

Experian Public. 4
Growth Index
Aggregators have seen the most significant growth since January 2012
with Insurers also improving their position.

Experian Public. 5
Industry Banks Aggregators Insurers
Search – 19% 104 143 170
Social – 8.5% 45 56 45
News – 4.1% 48 175 71
Video – 2.3% 42 36 44
Email – 2.1% 85 69 68
Television – 2% 68 71 79
Banks – 1.3% 2596 508 565
Property – 0.7% 102 193 143
Business Info – 0.6% 145 712 204
Investing – 0.3% 144 374 151
Traffic Drivers
Selected traffic drivers with index score compared with UK average – UK
average = 100.
 Search is a key channel but
one where aggregators and
insurers are more reliant.
 Aggregators gain more
traction through news and
media sites – display
campaigning with PR
strategy.
 Traffic from banks, business
info and investment sites
shows a wide range of
research taking place with a
need for exposure across
these specialist channels.

Experian Public. 7
Summary for Banking Industry Visitation
3.8 billion
visits to banking
websites in 2014
Visits per member of
online population
85
10% growth
increase in traffic to
banking websites
since 2012
The estimated spend statistics are taken from the IMRG Capgemini e-Retail Sales Index in partnership with Experian Marketing Services

Experian Public. 8
Growth in Visits to Banking Websites
Banks have seen continued visit growth with 2014 seeing over 3.8 billion
visits to this online industry.

Experian Public. 9
Banking – Quarterly Visits

Experian Public. 10
Banking Product Demand – Searches 2014
Mortgages and credit cards see similar levels of demand with ISAs seeing
approximately half the volume.

Experian Public. 11
Banking Products – Weekly Searches 2014
Mortgage and credit card demand generally stable with ISAs seeing
majority of demand around new tax year and regulatory changes.

Experian Public. 12
ISA Content Focus
Demand begins to rise in final week of February and peaks in first week of
April then rapidly falls away – key targeting period.
Demand peaks at
the same point
every year
leading into the
new tax year –
limited activity
beyond this.
.Spike in June
shows need to
respond quickly
to regulatory
changes

Experian Public. 13
Mortgage Content Focus
Demand sees a peak in April through to May with the peak being in the
final week of April. Calculator content is key.
Calculator
content sees a
high level of
demand being
present in over
25% of mortgage
searches.
.
Wide variety of
keywords
shows need for
continuous
measurement
of demand.

Experian Public. 14
Credit Card Content Focus
Key areas of content highlighted below with calculator, best, interest,
balance and business considerations highlighted.

Experian Public. 16
Summary for Insurance Industry Visitation
436 million
visits to insurance
websites in 2014
Monitor and respond
to the growth of
Telematics
21% growth
insurer websites since
2012

Experian Public. 17
Growth in Visits to Insurance Websites
Demand shrank slightly in 2014 – other traffic potentially moving to
aggregators.

Experian Public. 18
Insurance – Quarterly Visits

Experian Public. 19
Insurance Product Demand
Car insurance and then pensions and annuities represent significant
demand. Growth area of telematics still very low in volume.

Experian Public. 20
Growth Index on Insurance Product Demand
Car insurance and pensions/annuities generally stable. Telematics saw
significant growth in late 2014.
• Chancellor’s budget
announcement in March
saw a big response from
consumers.
Telematics saw big
growth towards the
end of the year.

Experian Public. 21
Car Insurance Content Focus
Car insurance
demand peaks in
line with new car
registrations in
March. Demand
remains stable
through the year.
.Keywords show
a desire for
value and high
incidence of
comparison.

Experian Public. 22
Pensions & Annuities Content Focus
Pensions and
annuities
searches saw a
very large spike
when changes to
annuities market
was announced.
.
Content needs
are far reaching
showing a need
for businesses to
meet consumer
needs.

Experian Public. 23
Telematics Content Focus

Experian Public. 25
Summary for Financial Aggregator Industry Visitation
458 million
visits to aggregator
websites in 2014
Downstream clicks
from aggregators to
Banks
9%
34% growth
aggregator websites
since 2012

Experian Public. 26
Growth in Visits to Financial Aggregator Websites
Aggregators have enjoyed consistent growth over the last three years.

Experian Public. 27
Aggregators – Quarterly Visits

Experian Public. 28
Clicks from Aggregators to Banks and Insurance Websites
Downstream clicks to banks and insurers as a proportion of total has
declined slightly – fulfilment on site and product diversity playing a part.

Experian Public. 30
Financial Strategy Segments Visitor Profile
The wealthier and more mature audience most likely to visit aggregator
websites.
70
80
90
100
110
120
A - Bright Futures
B - Single Endeavours
C - Young Essentials
D - Growing Rewards
E - Family Interest
F - Accumulated Wealth
G - Consolidating Assets
H - Balancing Budgets
I - Stretched Finances
J - Established Reserves
K - Seasoned Economy
L - Platinum Pensions
M - Sunset Security
N - Traditional Thrift
Online Average Banks Index Insurers Index Aggregators Index

Experian Public. 31
Under Represented Over Represented
Audience Key Features
 Bright Futures and Single Endeavours
see low index for all industries.
 Young professionals, graduate starters
and students.
 Few savings and high overdraft usage.
 Singles with few responsibilities.
 Transient with low financial
commitments.
 Platinum Pensions and Sunset Security
show highest levels of engagement.
 Retired singles and couples.
 A mix of modest pensions and higher
income private pensions.
 Cash based investments for Sunset
Security with Platinum Pensions
owning sophisticated investment
products.

Advanced
Targeting and
Segmentation

Experian Public. 33
Project Methodology
Drawing on broader Experian data sets to isolate users who fall in to the desired
target groups
 Data across 49,000,000 UK consumers.
 Single, unified view of UK adult population.
 Mixture of modelled and actual data sources.
£75k –
£150k
£150k –
£250k
 Isolate users who fall into these targets
within the Hitwise Data Warehouse.
 Report on the online behaviour and key
features of these audience groups.
Target Audience

Experian Public. 34
Mapping the Mass Affluent Audience
South East dominant, but other clusters of opportunity do exist
Mass affluent audience is mainly centred around London and
South East.
And around some major cities like South Manchester
Edinburgh, Glasgow and Aberdeen.

Experian Public. 35
Channel effectiveness and reach
Measuring visitation to and engagement with top online industries from
mass affluent segment
Mass affluent audience is less likely to engage with Social
Media and Search compared with average UK population.
However, a significant proportion of their online visitation is to
these resources.
Content resources, like Print Media, Television catch-up,
Blogs and Personal Websites, Business Information etc.,
emerge as territories in which this audience is more likely to
spend time online compared to the average UK population –
important targeting opportunities.
Note: Figures shown are visits share and index vs. average UK population

Experian Public. 36
Product Searches
Credit cards and mortgages lead the way
Credit Card
26%
Mortgage
15%
Insurance
15%
Bonds
15%
Savings
9%
Loans
8%
ISA
4%
Finance
3%
Investment
2%
Car Finance
2%
Current Account
0.4%
Chart highlights the product related searches
by this segment.
Credit Card searches account for more than a
quarter of product searches whilst Mortgages
are the second biggest area of demand for the
mass affluent segment.
Demand for Bonds largely driven by
government premium bonds but fixed rate
bonds are also a key area of demand.
Car Finance relatively low in volume and
represent only about 2% of product related
searches.

Experian Public. 37
Niche Online Interests – Mass Affluent Audience
Activity plays an important part of their day to day life, but engagement with
Stocks & Shares shows that financial services is also an important consideration
 Snow Sports
 Golf
 Tennis
 Rugby Union
 Stocks & Shares
 Performing Arts
 Cycling
 Cruises
 Sailing
 Car Manufacturers
 Food Lifestyle & Reference
 Children Lifestyle
 Basketball
 Software
 Film
 Classified Shopping
 Online Games
 Gay Lifestyle
 Online Dating
 Comics
 Social Networks
 Gambling
High
Engagement
Low
Engagement

Experian Public. 38
TARGET - Build once and target consistently many times
Engage with that audience consistently across channels
Define audience
Direct
Mail
Email OBTM Mobile Portals
Ad
Networks Social TV
RIGHT CONSUMER
SEES RIGHT
MESSAGE

Experian Public. 39
The benefit of metrics
Behaviour
Online device + clicks +
views + content
Demographics
Locations + profile +
assumptions
Journey
Social presence +
triggers
Transactions
Customer purchases +
spend + loyalty/reward
Your
Customer

Experian Public. 40
Key takeaways for 2015
Aggregator
Growth
Monitor this
potential threat and
use this shop
window to your
advantage.
Leverage
Specialist
Channels
Target users when
they are engaged in
research with
relevant content.
Advance your
Targeting
Who, when and
where is more
important than
ever.
1
2
4
3
Content is Key
Optimise on site
content quickly in
response to
market
movements.

Questions &
Thank you
@ExperianMkt_UK
www.experian.co.uk/marketingservices
0845 234 0391

Experian Marketing Services' Finance Insights Webinar

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