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H&R Block: Driving Real Impact With Data
Jesse Wilson – Manager, Data Science and Analytics, Publicis Sapient
May 15, 2019
Agenda
1. Tax Category Background and History of Data and Marketing at H&R Block
2. How H&R Block is Driving Real Business Impact
3. How to Evolve Your Strategy and Build a Roadmap for Success
4. Q&A
3
IRS Returns Received, Cumulative
4
142M
145M
148M 148M
150M
151M
153M 153M 153M
20152010 2011 2012 2013 2014 2016 2017 2018
H&R Block is the Only Tax Preparer with Significant Presence Online and in
Retail
5
Deliberate Investment in Data and Measurement
6
2010 2015
Offer-based media
tests and control to
determine lift
Launched MTA with
new vendor
Implemented
incrementality testing
Seasonality-based A/B testing
in online and offline channels
Pushed first-party segments
across all applicable media to
drive new customers
Implemented
Audience Manager
for first-party
segment activation
Media mix
modeling
Launched programmatic
Seasonality-based A/B
testing in offline channels
Cross-channel
media analyses
2010
Deliberate Investment in Data and Measurement
7
2015
Began activating on DMP
log files incorporated into
custom marketing data
warehouse
Implemented
Audience Manager
for first-party
segment activation
Stitching together offline
and online data sets to
begin to market to
consumers based on
identity
CRM
Data
Site Data
(Adobe
Analytics)
Media
Data
Data Management
Platform
Need for Customer Data Platform Was Borne Out of Cross Channel Media
Questions
8
Needed a data structure more flexible and conducive to custom analyses
Needed to connect to properties in a way that is conducive to closed loop
measurement
Needed to engage with individual ad-tech and mar-tech vendors that
Key Business Questions
9
Sophistication →
MediaPrecision→
How does do high
impact media efforts
and direct response
media efforts
compliment each other?
What distinctions
exists among
different types of
converters who come
to H&R Block?
How can we
comprehensively
tie online media
experiences to
offline
conversions?
What is the impact of
delivering
personalized site
content vs. a generic
experience?
What attributes do we
know about our existing
client base and what
audiences represent
growth opportunities?
Single View of Customer and Activation Points
10
User IDs Implemented Audience Manager for first-party segment activation
Traits Understanding the digital touchpoints associated with his or her behavior
Segments Building appropriate audience segments based on like behavior
Parameters Capturing additional information to round out understanding of the customer
2010
Build Connectivity Between Data Partners
11
Built identity linkages between
different platforms
CRM
Data
Site
Data
Media
Data
Email
Data
Publisher
Data
Implemented technical
requirements to pass identity
from one platform to another
Ingested data at the most
granular level possible
Use Case: Media Targeting
12
Suppressing
Loyal Clients
Targeting
High Value
Prospects
Incremental
Clients Across
Retail and
Online
Channels
Use Case: Site Personalization
13
Saw Upper Funnel Ad
Saw Retargeting Ad
Visited Site
Engaged with
Ad
Searched on Keyword
Delivered Personalized
Site Content
Visited Site,
Did Not Convert
Received E-mail
Began Lead Process
Converted
H&R Block’s Roadmap for Success
14
Define data strategy and data needs from all martech vendors
Identify partners and solutions to activate data vision
Leverage data to drive a single view of the consumer for activation use cases
Continue to refine processes for test and learn
Q&A
15

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Driving Impact with Data

  • 1. H&R Block: Driving Real Impact With Data Jesse Wilson – Manager, Data Science and Analytics, Publicis Sapient May 15, 2019
  • 2. Agenda 1. Tax Category Background and History of Data and Marketing at H&R Block 2. How H&R Block is Driving Real Business Impact 3. How to Evolve Your Strategy and Build a Roadmap for Success 4. Q&A 3
  • 3. IRS Returns Received, Cumulative 4 142M 145M 148M 148M 150M 151M 153M 153M 153M 20152010 2011 2012 2013 2014 2016 2017 2018
  • 4. H&R Block is the Only Tax Preparer with Significant Presence Online and in Retail 5
  • 5. Deliberate Investment in Data and Measurement 6 2010 2015 Offer-based media tests and control to determine lift Launched MTA with new vendor Implemented incrementality testing Seasonality-based A/B testing in online and offline channels Pushed first-party segments across all applicable media to drive new customers Implemented Audience Manager for first-party segment activation Media mix modeling Launched programmatic Seasonality-based A/B testing in offline channels Cross-channel media analyses
  • 6. 2010 Deliberate Investment in Data and Measurement 7 2015 Began activating on DMP log files incorporated into custom marketing data warehouse Implemented Audience Manager for first-party segment activation Stitching together offline and online data sets to begin to market to consumers based on identity CRM Data Site Data (Adobe Analytics) Media Data Data Management Platform
  • 7. Need for Customer Data Platform Was Borne Out of Cross Channel Media Questions 8 Needed a data structure more flexible and conducive to custom analyses Needed to connect to properties in a way that is conducive to closed loop measurement Needed to engage with individual ad-tech and mar-tech vendors that
  • 8. Key Business Questions 9 Sophistication → MediaPrecision→ How does do high impact media efforts and direct response media efforts compliment each other? What distinctions exists among different types of converters who come to H&R Block? How can we comprehensively tie online media experiences to offline conversions? What is the impact of delivering personalized site content vs. a generic experience? What attributes do we know about our existing client base and what audiences represent growth opportunities?
  • 9. Single View of Customer and Activation Points 10 User IDs Implemented Audience Manager for first-party segment activation Traits Understanding the digital touchpoints associated with his or her behavior Segments Building appropriate audience segments based on like behavior Parameters Capturing additional information to round out understanding of the customer
  • 10. 2010 Build Connectivity Between Data Partners 11 Built identity linkages between different platforms CRM Data Site Data Media Data Email Data Publisher Data Implemented technical requirements to pass identity from one platform to another Ingested data at the most granular level possible
  • 11. Use Case: Media Targeting 12 Suppressing Loyal Clients Targeting High Value Prospects Incremental Clients Across Retail and Online Channels
  • 12. Use Case: Site Personalization 13 Saw Upper Funnel Ad Saw Retargeting Ad Visited Site Engaged with Ad Searched on Keyword Delivered Personalized Site Content Visited Site, Did Not Convert Received E-mail Began Lead Process Converted
  • 13. H&R Block’s Roadmap for Success 14 Define data strategy and data needs from all martech vendors Identify partners and solutions to activate data vision Leverage data to drive a single view of the consumer for activation use cases Continue to refine processes for test and learn