Customer profiling and qualification based on external data

1. Customer profiling & qualification
based on external data
Regis Verschueren
Product Marketing manager
Bisnode Belgium

2. Customer engagement
Today’s CUSTOMERS expect MORE
Personalization Dialogue
Relevancy
Customization
Recognition
Interaction

3. Online advertising
Sources:marketingland.com & thedrum.com

4. Most e-commerce organisations haven’t fully recognized the value of external Marketing
data
Acquisition
Efficiency=
Online
Data
Cookies
Google Analytics
Marketing
automation
Socio-
Demographics
Shared info
+ External
Marketing data
Go further than your On-line data only

5. DATA = Addressability at scale (AAS)
1. Internet : cookie & device id
2. E-mail : e-mail address
3. Post : name & address
4. Phone : number
5. Personal id platform
6. Internet of things
knowledge
identification
well known
unknown
identifiedanonymous

6. Example 1: Retailer who wants to
BETTER TARGET HIS CUSTOMER BASE
Question:
Online retailer wants to propose premium brands towards high
income customers.
Today he knows his customer behavior but don‘t know if they
would have the commercial potential for high end brands.

7. Example 1: Electronic goods retailer wants to
BETTER TARGET HIS CUSTOMER BASE
Solution:
Based on existing online profile: e-mail, name & adress the retailer
use webservices to consult the Marketing profile Database
Mosaic: a socio-geographical/demographical classification of
Belgian consumers. Statistical data on income, house,
neighbourhood, age, lifestages,…

8. Demografics
Housing
Socio-economics
Property
Location
Financial measures
Mosaic data

9. Mosaic geography

10. SEGMENTS

11. Example HIGHLIFE

12. Example 2: Fashion retailer who wants to
OFFER OPEN INVOICE (POST PAID)
Question:
The German based Fashion retailer wanted to offer open invoice
to his Belgian customers.
This is why the Fashion Retailer needs to identify his customers
The identification is also necessary for avoiding returns because of
not existing addresses.

13. Example 2: Fashion retailer who wants to
OFFER OPEN INVOICE (POST PAID)
Solution:
With pushing the order button Deltavista receives a request with
name and address and via webservices to Bisnode, Deltavista
checks the matching of the given address with the address
available in Bisnode Belgium referential database.
Deltavista delivers either a traffic light or the allowed payment
method.

14. Exemplary process
Check out
DSP One Plattform
Onlineshop
Onlineshop
Payment Methods
Qualify
Deltavista
Decision
Bisnode
Mosaic Code
Road 65
Fill in customer information e.g.:
- name, surname
- address
- email-address
- date of birth
- registration number

15. Conclusion: Give a boost to your Customer
engagement
knowledge
identification
well known
unknown
identifiedanonymous
External
Marketing data
Personalize
Be relevant
Customize
Boost:
•Dialogue
•Recognition
•Interaction

16. DATA
WEENABLEOURCUSTOMERS
TO MAXIMISE SALES,
MINIMISE BUSINESS RISKS
SMART
BUSINESS DECISIONS
AND
TAKE
Correct
Actionable
Agile

17. THANK YOU!
regis.verschueren@bisnode.be
www.bisnode.be
@rverschu2011 Follow us on :