How the Data Revolution is Turning the
Marketing World Upside Down
Michele Goetz, Forrester
Beatriz Santin, Experian QAS
Beatriz joined Experian in 2008 to lead marketing. Since that time
she has doubled yearly revenue generated from marketing...
Michele serves enterprise and data architect professionals. She is a
leading expert on data quality, data integration, met...
Agenda
Personal perspective
Market perspective
Practical use cases
Agenda
Personal perspective
Market perspective
Practical use cases
6©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 6©2013 Experian Information Solutions, I...
7©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 7©2013 Experian Information Solutions, I...
8©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 8©2013 Experian Information Solutions, I...
9©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 9©2013 Experian Information Solutions, I...
10©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 10©2013 Experian Information Solutions,...
11©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 11©2013 Experian Information Solutions,...
12©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 12©2013 Experian Information Solutions,...
Agenda
Personal perspective
Market perspective
Practical use cases
© 2013 Forrester Research, Inc. Reproduction Prohibited 14
Base: 137 Customer Analytics Professionals
Source: Q1 2012, Glo...
Data management and integration still No.1
challenge for marketers
Data challenges occur when shifting from
firm centric to customer centric
November 2012 “How Analytics Drives Customer Lif...
© 2013 Forrester Research, Inc. Reproduction Prohibited 17
Align CX and Data - Close the Loop…
Define
Design
Execute
Learn...
The insight path calibrates data quality
to what matters…
•Untethered
•Correlation
Exploration
•Structured
•Causal
Discove...
© 2013 Forrester Research, Inc. Reproduction Prohibited 19
Data quality intelligence assures data is
relevant, available, ...
Agenda
Personal perspective
Market perspective
Practical use cases
Pet Care Company: There is no silver bullet
technology for a complete view of the
customer…
Challenge: Lack of a 360
view ...
• Aggregate
data
• Self-service
BI
• Feed insight
to CRM
Access
• Business
Glossary
• Data
Cleansing
• Master Data
Managem...
23©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 23©2013 Experian Information Solutions,...
24©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 24©2013 Experian Information Solutions,...
25©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 25©2013 Experian Information Solutions,...
26©2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 26©2013 Experian Information Solutions,...
What it Means
› Go Beyond Sexy Reports – close the
loop between insight and engagement
› Continuous Optimization - View of...
Find power in the
data…
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#MITXData "How the Data Revolution is Turning the Marketing World Upside Down" presented by Experian QAS and Forrester

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-Michele Goetz, Senior Analyst, Forrester
-Beatriz Santin, Senior Director of Marketing and Product, Experian QAS

Ever wished the data revolution never came and threw your world into chaos? Know that you can't turn back but don't know where to start or how to get there fast? Excited to finally have a seat at the table but anxious about how to deliver against rising expectations?

This session presented by Experian QAS, a part of Experian Marketing Services, and Forrester will explore the sentiments of marketers as we change our day-to-day and look for new avenues to propel business growth. From B2B to B2C, relevance is more important than ever – but how can we leverage data to make our brands stand out amongst all the others? Join to hear case studies and practical advice to guide you in a world where data is there not only for you but also for your customers and your competitors – to analyze and to consume.

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#MITXData "How the Data Revolution is Turning the Marketing World Upside Down" presented by Experian QAS and Forrester

  1. 1. How the Data Revolution is Turning the Marketing World Upside Down Michele Goetz, Forrester Beatriz Santin, Experian QAS
  2. 2. Beatriz joined Experian in 2008 to lead marketing. Since that time she has doubled yearly revenue generated from marketing opportunities through implementation of online and offline marketing tactics and by working closely with sales on lead conversion. Currently, she is responsible for marketing and product strategy at Experian QAS. Prior to joining Experian, Beatriz was the Director of Marketing at Comverse, where she led field marketing across the Americas region. Beatriz started her career in technology in the Boston area working in a partner development role at Kenan Systems, a division of Lucent Technologies later acquired by CSG Systems and Comverse. Beatriz earned a BA in Business Administration from Mississippi State University, where she was a golfer on full scholarship, and an MBA in International Business from the University of South Carolina. Beatriz Santin
  3. 3. Michele serves enterprise and data architect professionals. She is a leading expert on data quality, data integration, metadata management, master data management, and data governance. Michele helps enterprises leverage data assets more effectively by improving the availability and accuracy of the information that businesses use in processes and analytics. Prior to joining Forrester, Michele managed the business intelligence and data management programs at PTC. During her tenure, she developed and led the global consolidation of customer data across multiple CRM platforms to support a single view of the customer and manage enterprise-wide data quality. In addition, she established data governance and data quality teams and programs to support a center of excellence for data management. Michele also held an executive position at Trillium Software, a provider of data quality solutions and services, introducing thought leadership and recommendations on how organizations can improve data quality and governance programs. Michele holds an undergraduate degree in mathematics, with a minor in computer science, from Framingham State College. Michele Goetz
  4. 4. Agenda Personal perspective Market perspective Practical use cases
  5. 5. Agenda Personal perspective Market perspective Practical use cases
  6. 6. 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Experian QAS 5 Year Marketing Results Double digit business growth Marketing Influenced Revenue/$M Return on Marketing Investment/%Cost Per Lead/$ Influence of Overall New Business/%
  7. 7. 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Adapting to a New World Shift strategy while performing today Future - “Smart”Past - “Simple” Present - “Exciting”
  8. 8. 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Beyond Marketing Customer, product web & ease at core Business Processes Marketing Customer Experience Web Automation Content Technology People Processes Customer @ Center Easy everything
  9. 9. 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Meet Dana Who is yours? Who is your client’s? “If you want my loyalty, you have to work for it!”experian.com/meetdana EMPOWERED HYPER-CONNECTED ALWAYS-ON HIGHLY VOCAL
  10. 10. 10©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Marketer’s Purpose Relevant in B2B & B2C Best customer Engage them across channels Identify and profile your best customer Find more of them Intelligently bringing brands and customers closer together. Every time.
  11. 11. 11©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Linking Dana’s Actions Ensuring consistent, relevant interactions Catalog Request Name Address Online Registration Name Email Social Media Connection Name Social ID Email Opt-in Name Email Mobile Opt-in Name Mobile Credit Card Purchase Name ZIP Code
  12. 12. 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Much Talk. Less Reality. Early stages of enterprise-level big data adoption Educate Explore Engage Execute Source: Analytics: The real world use of big data, Big Data @ Work study prepared by IBM Institute for Business Value with Saïd Business School at Oxford University Focused on knowledge gathering and market observations 24% of clients Deployed two or more big data initiatives, and continuing to apply advanced analytics 22% of clients Piloting big data initiatives to validate value and requirements 6% of clients Developing strategy and roadmap based on business needs and challenges 47% of clients Embracing big data Big data at scale No executive sponsorship CIO or CMO sponsorship Functional C-level executive CEO sponsorship Executive sponsorship
  13. 13. Agenda Personal perspective Market perspective Practical use cases
  14. 14. © 2013 Forrester Research, Inc. Reproduction Prohibited 14 Base: 137 Customer Analytics Professionals Source: Q1 2012, Global Customer Analytics Online Survey Customer Analytics is advancing but lag time exists between insight and action 77% 67% 62% 39% 0% 20% 40% 60% 80% 100% We use aggregate, descriptive analysis to segment customers and understand customer behavior We develop and deploy advanced predictive models and analytics to understand future customer behavior at the individual… We use business intelligence to report and track customer metrics and campaign performance We use real-time decision management tools to build complex business rules and influence customer interactions Please indicate your level of agreement with each of the following statements that pertains to your current use of customer analytics
  15. 15. Data management and integration still No.1 challenge for marketers
  16. 16. Data challenges occur when shifting from firm centric to customer centric November 2012 “How Analytics Drives Customer Life-Cycle Management” Need to identify data that supports marketing, sales, service and care in all engagement points
  17. 17. © 2013 Forrester Research, Inc. Reproduction Prohibited 17 Align CX and Data - Close the Loop… Define Design Execute Learn • Strategy • Experience • Personas • Insight Need • Data Capture • Data Prep • Data quality zones • Data capture • Monitor quality • Experience • Offer • Measure Business Impact • Engagement • Campaign M D M M M D D
  18. 18. The insight path calibrates data quality to what matters… •Untethered •Correlation Exploration •Structured •Causal Discovery •Standard- ized •Drill-down Answers •Segmented •Event Influence •Conversion •Metrics Performance •Value •Segmented Open Strategy Operations External Data Quality Data QualityData Quality Data Quality Good Enough Perfection
  19. 19. © 2013 Forrester Research, Inc. Reproduction Prohibited 19 Data quality intelligence assures data is relevant, available, timely and accurate for business outcomes … Physical Policy Impact Measure data attributes in sources Data conditions categorized by data policies Data conditions linked to business impact IT Data Governance Business
  20. 20. Agenda Personal perspective Market perspective Practical use cases
  21. 21. Pet Care Company: There is no silver bullet technology for a complete view of the customer… Challenge: Lack of a 360 view impacting customer experience strategy • Unable to see behavior across multiple touch- point channels • Inconsistent data • Poor data quality • Time to insight Silver Bullet: Master Data Management Solution • Integrate customer data • Improve quality Real Challenge: Lack of access • Resource bottleneck • Access to only one data source when multiple existed •Aggregate data •Self-service BI •Feed insight to CRM Access •Business Glossary •Data Cleansing •Master Data Management Quality •Analytic tools •Flexible data platform •Closed-loop Analytics
  22. 22. • Aggregate data • Self-service BI • Feed insight to CRM Access • Business Glossary • Data Cleansing • Master Data Management Quality • Analytic tools • Flexible data platform • Closed-loop Analytics
  23. 23. 23©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Case study: Ad Agency  To improve lead quality.  To speed up evaluation of new lead sources. Challenges Solution Results  Real-time enrichment and scoring implemented to pre-qualify prospects.  Leads are filtered by probability of conversion, bottom 10% are discarded.  The company can now identify and reject low quality prospect leads in real-time evaluating new lead sources quickly thus saving on acquisition costs and increasing conversion rates.
  24. 24. 24©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public.  To reduce errors in customer information collected across channels.  To successfully implement clienteling efforts powered by CDW initiative. Challenges Case study: Multi-channel Luxury Retailer Solution Results  Real-time address verification was integrated into e-commerce & call center websites and at point-of-sale system  Verifies addresses as they are entered  Auto-corrects minor mistakes, prompts to fix critical errors  Enables linkage of profiles after multiple purchases  Streamlined operations  Provided a higher level of confidence in customer data  Enabled more effective clienteling efforts
  25. 25. 25©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Case study: Home Goods Online Retailer  To optimize their email marketing program to take advantage of recent activity and drive additional purchases in initial 2 weeks. Challenges Solution Results  Shoppers are now segmented into 1 of 20 segments based on demographic, behavioral and purchase history and starts receiving customized messages with the thank you message.  The retailer has seen a 40% increase in conversion on purchases when remarketing to customers maximizing customer interactions.
  26. 26. 26©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26©2013 Experian Information Solutions, Inc. All rights reserved. Experian Public. Case study: Global Technology Provider  To increase web sales via ecommerce site optimization.  Were implementing a dynamic marketing platform, but wanted to be more personalized with initial web content. Challenges Solution Results  Modeled historical purchase data to determine relevant attributes for given products.  Appended 10-12 data attributes in real-time based on the user IP address.  Website is customized based on IP address enabling 20+ creative displays depending on visitor profiles. This is a recent implementation.
  27. 27. What it Means › Go Beyond Sexy Reports – close the loop between insight and engagement › Continuous Optimization - View of a customer is always in flux › Context is Everything – think x- channel data quality › Solve the Business Pain – lead data investment by insight need, not technology
  28. 28. Find power in the data…

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