-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.

1. How the Data Revolution is Turning the
Marketing World Upside Down
Michele Goetz, Forrester
Beatriz Santin, Experian QAS

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. 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. Agenda
Personal perspective
Market perspective
Practical use cases

5. Agenda
Personal perspective
Market perspective
Practical use cases

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©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©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©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©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©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©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. Agenda
Personal perspective
Market perspective
Practical use cases

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. Data management and integration still No.1
challenge for marketers

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. © 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. 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. © 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. Agenda
Personal perspective
Market perspective
Practical use cases

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. • 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©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©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©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©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. 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. Find power in the
data…