Lead Gen Overview October 2009


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  • Lead Gen Overview October 2009

    1. 1. Online acquisition October, 2009 DRAFT Consumer Insight Products Line of Business
    2. 2. Lead generation <ul><li>What is lead generation </li></ul><ul><li>Market size </li></ul><ul><li>Lead quality </li></ul><ul><li>Acxiom offering </li></ul><ul><li>Traffic driving </li></ul><ul><li>Broking </li></ul><ul><li>eReg </li></ul><ul><li>Moving forward </li></ul>
    3. 3. Lead generation <ul><li>The process of finding consumers with an interest in a particular product or service </li></ul>
    4. 5. How big is the market? <ul><li>Independent technology research recently showed that although the European market is smaller than that found in the USA, it is growing at an almost identical rate, which currently sits at around 35% year on year. </li></ul><ul><li>It has been estimated that lead generation in the UK has a penetration rate somewhere around 5% of total UK online advertising spend. </li></ul><ul><li>Financial analysts expect the global lead generation market to be worth over $1bn. </li></ul>
    5. 6. Quality variables <ul><li>The quality of leads will depend on the process used the gather the consumers interest. </li></ul><ul><ul><li>Origination – where and how are the leads being generated? </li></ul></ul><ul><ul><li>Motivation – why did the consumer respond? </li></ul></ul><ul><ul><li>Exclusivity – how many times lead is sold / speed of follow-up </li></ul></ul><ul><ul><li>Age/Recency – real time is most valuable </li></ul></ul><ul><ul><li>Verification of data – data hygiene </li></ul></ul>
    6. 7. Quality not quantity <ul><li>There is a great deal of concern surrounding the quality of traffic. It must be considered that the incentives that sometimes are offered against a lead generation drive may overkill the quality of a lead. </li></ul><ul><li>Lead generation methodologies need to strike a balance between the incentives offered and lead quality. </li></ul>
    7. 8. Acxiom offering <ul><li>Co-registration </li></ul><ul><li>Acxiom owned sites </li></ul><ul><ul><li>www.offersclick.com </li></ul></ul><ul><ul><li>Arcadia </li></ul></ul><ul><ul><li>Argos </li></ul></ul><ul><ul><li>Asda </li></ul></ul><ul><ul><li>B&Q </li></ul></ul><ul><ul><li>Fuel </li></ul></ul><ul><ul><li>Merlin </li></ul></ul><ul><ul><li>Primark </li></ul></ul><ul><ul><li>Thomas Cook </li></ul></ul>
    8. 9. Research Opinion Poll <ul><li>Research opinion poll </li></ul><ul><ul><li>Copy of paper based survey </li></ul></ul><ul><ul><li>Collected data for list rental and profiling products </li></ul></ul>
    9. 10. Traffic driving <ul><li>Affiliates network </li></ul><ul><ul><li>A pay for performance network composed of a group of merchants (advertisers) and affiliates (publishers). Merchants join the network in order to have affiliates promote their products. </li></ul></ul><ul><ul><li>For merchants, services can include providing tracking technology, reporting tools, payment processing, and access to a large base of affiliates. </li></ul></ul><ul><ul><li>For affiliates, services can include providing one-click application to new merchants, reporting tools, and payment aggregation </li></ul></ul><ul><li>Tradedoubler </li></ul><ul><li>Afform </li></ul><ul><li>Intela.com (us based) </li></ul>
    10. 11. Broking <ul><li>If volume can not met by own sites </li></ul><ul><li>Framework agreement with 12 publishers whom we can broker campaigns out </li></ul><ul><li>Multi channel microsite </li></ul><ul><ul><li>http://www.navreg.com/EReg/SiteRender.aspx?SiteID=521&themeID=47 </li></ul></ul><ul><ul><li>Email creative </li></ul></ul>
    11. 12. eReg <ul><li>Ereg </li></ul><ul><ul><li>In house data collections tool </li></ul></ul><ul><ul><ul><li>Question management tool </li></ul></ul></ul><ul><ul><ul><li>Validation tool </li></ul></ul></ul><ul><ul><ul><li>Reporting tool </li></ul></ul></ul><ul><ul><ul><li>Design tool </li></ul></ul></ul><ul><ul><ul><li>Delivery tool – realtime or batch </li></ul></ul></ul>
    12. 14. Validation <ul><ul><li>Validation through RTA </li></ul></ul><ul><ul><ul><ul><li>Standard filters/rules set for all jobs </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Under 18 </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Drop blank forenames </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Drop blank surnames </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Drop overseas records </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Drop invalid PAF </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Drop Salacious names </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Drop emails from global suppressions list </li></ul></ul></ul></ul></ul><ul><ul><ul><li>Campaign specific validation and duplication </li></ul></ul></ul><ul><ul><ul><ul><li>Dupe address link, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>consumer link, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>email, </li></ul></ul></ul></ul><ul><ul><ul><ul><li>phone, address IP </li></ul></ul></ul></ul><ul><ul><ul><ul><li>time frame </li></ul></ul></ul></ul>
    13. 15. Moving forward <ul><ul><li>Personicx segmentation </li></ul></ul><ul><ul><li>Site optimization </li></ul></ul><ul><ul><li>Lead scoring </li></ul></ul><ul><ul><li>Publisher login and Advertiser or logins </li></ul></ul>
    14. 16. <ul><li>Questions? </li></ul>
    15. 17. Qualified Online Lead Generation <ul><li>Online Lead Generation (OLG) is about using the web as a means of getting contact information for qualified prospects. </li></ul><ul><ul><ul><li>Advertisers – clients with requirement for leads </li></ul></ul></ul><ul><li>Direct Lead Generators </li></ul><ul><ul><ul><li>Publishers – websites that collect consumer leads </li></ul></ul></ul><ul><ul><li>acquire leads through own consumer facing websites (Acxiom, IPT) </li></ul></ul><ul><li>Lead Generating Networks </li></ul><ul><ul><li>Lead suppliers ‘sub-contract’ acquisition of all or a % of required leads to 3 rd party websites (Clash Media) </li></ul></ul><ul><li>Lead Brokers </li></ul><ul><ul><li>buy and sell leads (e.g. LeadBay, RTP, Hotleadsfactory, ELeads, ExclusiveLeads) </li></ul></ul><ul><li>Traffic Brokers </li></ul><ul><ul><li>affiliate & advertising networks (Tradedoubler, Ad.com) </li></ul></ul><ul><li>Traffic generators </li></ul><ul><ul><li>Web publishers and SEO’s </li></ul></ul><ul><li>Lead management systems (PureLeads, Leadpoint) </li></ul><ul><ul><li>A system that, rather than the client having to deal with 30 or 40 different suppliers and a similar number of databases brings all acquisition and data into a central source, ensuring there are no duplicates, testing each email address and clarifying for the client which suppliers offer the best value. </li></ul></ul>
    16. 18. client Client import file