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Ian Coupland - Marketing Personalisation - Evolving Consumer Engagement - Nottingham Digital Summit

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A journey through consumer personalisation. How data is helping to shape the future of engagement, delivering consistent personalised content and advertising across multiple consumer touchpoints. What will you learn? What is personalisation and what does it mean for marketing in the future. Achieving the right balance – targeted brand campaigns and content

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Ian Coupland - Marketing Personalisation - Evolving Consumer Engagement - Nottingham Digital Summit

  1. 1. Getting Personal.. The what, where, how and why of personalisation Ian Coupland Experian DMMS – Digital Media & Marketing Services
  2. 2. Today’s Session •What is personalisation? •Where should you use personalisation? •Why should you personalise? •How do you personalise?
  3. 3. 3 © Experian What…
  4. 4. 4 © Experian Netflix
  5. 5. 5 © Experian Spotify Spotify Discover Weekly – Power of the audience
  6. 6. Where can personalisation be used?
  7. 7. 7 © Experian The many dimensions of a user… Multiple IDs across the lifecycle
  8. 8. 8 © Experian Marketer’s challenge How to ensure data and insight is used consistently and effectively across the funnel Awareness Interest Decision Action Device/ channel We need to identify the consumer as accurately as possible 1. We need to have data integrations with the advertising ecosystem 2.
  9. 9. 9 © Experian Delivering personalised experiences The right information to each customer More effective marketing Responsible lending More relevant messages Improved customer experience Acquisition and retention Improved Conversion Rates Eligibility and affordability Right product right person
  10. 10. Why should I bother with personalisation?
  11. 11. Benefits of Personalisation Facts and Figures 79% likely to engage with an offer if it has been personalised 88% reported seeing measurable improvements due to personalisation — with more than half reporting a lift greater than 10% 78% say personally relevant content from brands increases their purchase intent 50% Reduction in acquisition cost 5 to 15% Increase in revenues
  12. 12. 12 © Experian Consumers respond well to ad relevance driven by Experian insight Channel switching during Sky AdSmart commercials was 48% lower than for standard ads
  13. 13. How do you personalise…
  14. 14. 14 © Experian Why identity is key The personalisation challenge 75% of consumers expect consistent experiences across multiple channels Only 28% of marketers currently personalise their onsite experiences Typically up to 40% of visitors are ‘unknown’ or ‘unrecognised’ You may only find out who they after they’ve converted
  15. 15. 15 © Experian Customer profile example Highlights best customer groups by volume and index when compared to the UK population Target % Base % Pen Index A City Prosperity 11,426 5.0 1,113,683 4.1 1.03 122 B Prestige Positions 44,846 19.8 1,808,670 6.7 2.48 294 C Country Living 18,224 8.0 1,713,615 6.4 1.06 126 D Rural Reality 12,086 5.3 1,809,197 6.7 0.67 79 E Senior Security 20,064 8.8 2,208,606 8.2 0.91 108 F Suburban Stability 18,106 8.0 1,589,772 5.9 1.14 135 G Domestic Success 36,829 16.2 2,131,323 7.9 1.73 205 H Aspiring Homemakers 20,525 9.0 2,491,218 9.3 0.82 98 I Family Basics 7,163 3.2 2,003,868 7.4 0.36 42 J Transient Renters 6,181 2.7 1,655,546 6.2 0.37 44 K Municipal Challenge 3,476 1.5 1,787,719 6.6 0.19 23 L Vintage Value 4,683 2.1 1,905,508 7.1 0.25 29 M Modest Traditions 7,776 3.4 1,331,124 4.9 0.58 69 N Urban Cohesion 5,938 2.6 1,298,108 4.8 0.46 54 O Rental Hubs 9,549 4.2 2,057,998 7.6 0.46 55 226,872 26,905,955 Mosaic UK - Group 0 50 100 150 200
  16. 16. 16 © Experian Audience Insights Accessing Experian data to inform onsite experiences Use Experian data to inform site experience Call into Experian Returns Experian data variables, custom audience membership, etc.
  17. 17. 17 © Experian Audience Insights Making Experian data available to brands at the point of interaction 120m digital identifiers linked to Experian data Currently covering c. 70% of connected households Information returned in sub 150 milliseconds
  18. 18. • If you have data on your customers, use it to personalise • Personalisation isn’t all about the individual • Match your content to the customer’s profile / persona • If you don’t know who it is, ask someone else who does…

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