Experian - data feast or famine

1,359 views

Published on

Marketing Effectiveness in the Data Age

Published in: Business, News & Politics
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,359
On SlideShare
0
From Embeds
0
Number of Embeds
374
Actions
Shares
0
Downloads
14
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Experian - data feast or famine

  1. 1. Data feast or famine?and the importance of bringing data together for more effective marketingJustin A th E i Marketing Services, 3rd NJ ti Armsworth, Experian M k ti S i November 2011 b© 2011 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited. Other product and company names mentioned herein may be 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 Limited.
  2. 2. A data feast © 2011 Experian Limited. All rights reserved. 2
  3. 3. Effective marketing must be driven by multi- channel thinkingTraditional markets & channels Direct channels Digital channels Consistent data, insight and execution underpinning all activity Using TECHNOLOGY to deploy  Using DATA & INSIGHT to  Using PEOPLE to interpret and advise and measure targeted strategies understand consumers & behaviour how to keep & grow customer value © 2011 Experian Limited. All rights reserved. 3
  4. 4. How to avoid data indigestion J t because you can access a huge Just b h amount of data covering social, search, purchasing, email etc. doesn’t mean that you should h ld Move on from aggregated reporting Address data and operational silos Develop a channel agnostic data, analysis and segmentation strategy Keep the consumer at the heart of what you do © 2011 Experian Limited. All rights reserved. 4
  5. 5. Meet Sophie… p Reads the Guardian, Watches comedy, Independent or the Times arts/culture/sport Takes 1-3 holidays overseas Young Professional who a year, usually to Europe cares abut her career Earns about £3,000 per Late 20’s month and has share options Lives in a flat Spends a lot of time online Has no children & lives on news.bbc.co.uk/sport; her own timeonline.co.uk; nationalrail.co.uk; Walk to work/commutes lastminute.co,uk; by train maps.google.com maps google com © 2011 Experian Limited. All rights reserved. 5
  6. 6. Sophie loves shoes Sophie receives a direct mail from Brand X Promoting their latest 10% offer on every pair of shoes © 2011 Experian Limited. All rights reserved. 6
  7. 7. The dreaded Monday morning commute On the way to work on Monday morning Sophie notices another p y y g p poster in the tube station for Brand X Promoting the same 10% offer on every pair of shoes © 2011 Experian Limited. All rights reserved. 7
  8. 8. Time to relax in front of the TV Later whilst sitting down to watch Gok’s Fashion Fix. An advert for Brand X is shown g and reminds her about the advert she saw earlier © 2011 Experian Limited. All rights reserved. 8
  9. 9. Time to check those emails While checking emails, a few days later Sophie receives a follow up email from g , y p p Brand X © 2011 Experian Limited. All rights reserved. 9
  10. 10. Is that a good price? Sophie decides to check a p p price comparison site to check that Brand X are offering p g the best deal. Brand X is 2nd in her results. She decides to have another look later. © 2011 Experian Limited. All rights reserved. 10
  11. 11. Checking email on the move The next day Sophie quickly checks her Yahoo email on her phone. A Brand X advert is presented with a link to the Brand X website About time she paid attention to website. Brand X –so she clicks through. © 2011 Experian Limited. All rights reserved. 11
  12. 12. A landing page just for Sophie Sophie clicks through to the Brand X website and purchases a pair of shoes shoes. © 2011 Experian Limited. All rights reserved. 12
  13. 13. Welcome Sophie Sophie is initiated into the Brand X loyalty programme. Her first communication is an p y yp g email offering her 5% off her next purchase © 2011 Experian Limited. All rights reserved. 13
  14. 14. These offers are hard to refuse! Sophie continues to g personalised offers relevant to her as a customer with Shoes p get p and other related fashion offers. © 2011 Experian Limited. All rights reserved. 14
  15. 15. 5 recommendations for effective multi-channelengagement t 1. Segmentation 2. Data H b 2 D Hub 3. 3 Channel attribution attrib tion 4. 4 Personalisation 5. 5 Test and learn © 2011 Experian Limited. All rights reserved. 15
  16. 16. There are risks - a data famine? © 2011 Experian Limited. All rights reserved. 16
  17. 17. Legislative riskWhat action are you taking now? © 2011 Experian Limited. All rights reserved. 17
  18. 18. Feast, famine or somewhere in between – data is afundamental part of effective marketing solutionsf d t l t f ff ti k ti l ti © 2011 Experian Limited. All rights reserved. 18
  19. 19. Dealing with the feast or famine ... Connect your data sources to see a ‘single version of the truth’ Analyse this data to unlock powerful insights Leverage these insights into multi-channel multi channel marketing strategies Measure and learn to improve the process and increase ROI © 2011 Experian Limited. All rights reserved. 19
  20. 20. Document InformationFor further information, please contact: ,pJustin ArmsworthMarketing Information ServicesExperian | 160 Dundee Street | Edinburgh | EH11 1DQ p gT: 0131 228 7627 M: 07967 567226Justin.armsworth@uk.experian.com© 2011 Experian LtdThis document is unpublished and the foregoing notice is affixed to protect Experian in the event of inadvertent publication.All rights reserved. No part of this document may be reproduced in any form, including photocopying or electronic transmission, without prior written consent of Experian. Theinformation contained in this document is confidential and proprietary to Experian and may not be used or disclosed except as expressly authorised in writing by Experian.Product names mentioned in this document may be trademarks or registered trademarks of their respective companies and are hereby acknowledged. © 2011 Experian Limited. All rights reserved. 20

×