Addressable Marketing


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Experian powering global shift towards Addressable Marketing. Unlock the insight to drive greater results.

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Addressable Marketing

  1. 1. Experian powers the global shift towards Addressable Marketing
  2. 2. Why marketers turn to Experian Marketing Services We are Marketing Forward Applied across traditional and digital media Consumer insight Return on Investment Brand evangelism Greater customer loyalty Increased revenue Name Address, Phone, Email Age Income Marital status Presence of children Lifestyle Life event triggers Media consumption Brand preference Online insights Purchase history Attitudinal motivators Email to high-income households: “Open a savings account today” Direct mail to recent homebuyers: “10% off home furnishings” TV ad to households with children: “Take a family vacation this winter” Display ads to existing customers: “Upgrade your plan”
  3. 3. Online acquisition and relationship marketing Leveraging proven techniques in new channels <ul><li>In traditional direct marketing, getting your message to the right household is pretty straightforward </li></ul><ul><li>On TV, the web and mobile, most consumers are anonymous, making true direct marketing near impossible </li></ul><ul><li>With Addressable Marketing, marketers can apply direct marketing techniques to digital channels, reaching their audience with precision </li></ul>
  4. 4. Addressable is direct marketing applied online <ul><li>Traditional direct marketing can be simplified to a four-step process for ad delivery </li></ul><ul><li>Addressable Marketing uses the same exact process, except the third and fourth steps take place in a digital environment </li></ul>Advertiser identifies their target segment (home improvement shopper, auto intender, etc.) 1 Advertiser develops creative for that segment 2 Consumer’s address is purchased from 3rd party marketing database 3 Advertisement is mailed directly to consumer’s house 4 Consumer segment is identified via anonymous Addressable cookie online 3 Ad is displayed wherever consumer is online 4
  5. 5. Displaying your advertising where it matters most <ul><li>Customised ads are only shown to the segments you wish to target </li></ul><ul><li>All other consumers see a generic ad version </li></ul><ul><li>Minimise advertising waste, providing personalised experience where desired </li></ul>Geo-addressable segment Unidentified segment Fly non-stop to over 55 destinations All flights are 30% off!
  6. 6. Addressable combines 3 key elements Plus the expertise and support to build smarter campaigns Trusted, single-source provider Planning, management and measurement <ul><li>Connect to your customer </li></ul><ul><li>Expand your audience </li></ul>Linkage <ul><li>Premium inventory </li></ul><ul><li>Optimised inventory </li></ul>Media <ul><li>Experian data </li></ul><ul><li>3rd party data </li></ul>Data
  7. 7. Addressable =∑ of marketing’s key components Better online advertising! Financial discipline Direct marketing principles Customer data & insight Media & campaign planning Machine-based optimisation
  8. 8. Addressable Marketing inputs and process loop Use data from multiple sources Addressable Audiences Media Targeted based on data Ad performance feedback Offline data <ul><li>Customer data </li></ul><ul><li>Loyalty program data </li></ul>Customer data <ul><li>Purchase intent </li></ul><ul><li>Returning customers </li></ul><ul><li>Mosaic </li></ul><ul><li>ConsumerView </li></ul><ul><li>Financial Strategy </li></ul><ul><li>TrueTouch </li></ul>Experian data
  9. 9. Direct marketing principles applied in 3 different ways Covers tens of millions of households <ul><li>Test/control </li></ul><ul><li>Impressions </li></ul><ul><li>Clicks </li></ul><ul><li>Offline sales and consumer activity </li></ul><ul><li>Lift analysis </li></ul><ul><li>ROI/ROAS </li></ul><ul><li>“ Closed loop” </li></ul>Custom targeting Target audiences built specifically for an advertiser need. Can be based on advertiser data or “look-alike” targets derived from Experian Marketing Services data such as Simmons, ConsumerView, etc. Direct audience match Matching your current customer or prospect file to the addressable users of a partner network for upsell/crossell or suppression from acquisition campaigns. Experian data driven targets Existing segments like Moms, Small Business Owners, Auto Models, GreenAware, etc. that have been developed and deployed on partner network Plan & consult Select & manage Track & report Buy & deploy Advertiser Audience IQ platform Preferred media partners Used Car Owners segment Modeled look-alike prospects Your actual customers
  10. 10. Privacy by design <ul><li>Balancing consumer advocacy with market outreach </li></ul><ul><li>Client and partner assistance with effective communications </li></ul><ul><li>Numerous contact points to exercise choice or preferences </li></ul><ul><li>Privacy-focused thought leadership efforts </li></ul><ul><li>Strict adherence to spirit and letter of laws </li></ul><ul><li>Participation with relevant industry self-regulatory guidelines </li></ul><ul><li>Dedicated full-time experts covering UK and European marketing laws </li></ul><ul><li>Educational and operational support for all suppression requirements </li></ul><ul><li>Information security policy </li></ul><ul><li>Secure physical locations </li></ul><ul><li>Extensive network security provisions </li></ul><ul><li>Disaster-proof, redundant data centers </li></ul><ul><li>Mandatory employee training </li></ul>Compliance Data security Consumer Privacy
  11. 11. © 2011 Experian Information Solutions, Inc. All rights reserved.