1.
Getting Personal..
The what, where, how and why of
personalisation
Ian Coupland
Experian DMMS – Digital Media & Marketing Services

2.
Today’s Session
•What is personalisation?
•Where should you use personalisation?
•Why should you personalise?
•How do you personalise?

3.
3 © Experian
What…

4.
4 © Experian
Netflix

5.
5 © Experian
Spotify
Spotify Discover Weekly – Power of the audience

6.
Where can personalisation be used?

7.
7 © Experian
The many dimensions of a user…
Multiple IDs across the lifecycle

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 © 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.
Why should I bother with personalisation?

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 © 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.
How do you personalise…

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 © 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 © 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 © 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.
• 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…