Bisnode VALUE OF OFFLINE + ONLINE DATAfipp.s3.amazonaws.com/media/documents/DIS2017... · ONLINE...
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Bisnode
VALUEOFOFFLINE+ONLINEDATAEDOARDOJACUCCI – CHIEFPRODUCTOFFICER,BISNODEDigitalInnovator´sSummit– Berlin,Germany– March20-212017
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Bisnode
KEYFACTS2017• LeadingwithinData&Analytics• 18countries• 2,400employees• 150,000customers• RevenueEUR360million• Marketing+Risk&Credit• B2C+B2B• HeadquarterinStockholm,Sweden• PartnerwithDun&Bradstreetsince2002
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B2CMARKETING:WHATWEDO?
Threewayswehelpourcustomers
MASTERCONTACTMANAGEMENT
CUSTOMERLIFECYCLEMANAGEMENT
TARGETEDOMNICHANNEL
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550+ITALLSTARTSWITHDATASOURCES– LOTSOFTHEM
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INDIVIDUAL§ Gender§ Age§ Personas
LIFE§ Purchasingpower§ Income§ Urbanisation§ Typeofhome§ Education§ Ageprofile§ Phaseoflife§ Levelofinboundmigration§ Neartocoast§ Electionresult
GEOGRAPHY§Municipalgroup§ Postalcode§ Taxburden§ Electionresult§ Othergeographicaldata
HOUSEHOLD§ Phaseoflife§ Purchasingpower§ Otherhouseholdvariables
WECREATE50-100VARIABLESPROFILINGCONSUMERS
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• Numberofpeopleinhousehold
• Household’spurchasingpower• Householdwithhomemortgage• Householdwithprivateloans
• Newcar• Secondcar
• Changecarin0-2years• Changecarin3-4years
• Probablenextcar
• Holidayhome• B2Brole
• Householdhasmoved• Someoneinthehouseholdhasmovedin
• Familieswithchildrenaged0-6• Familieswithchildrenaged7-12• Familieswithchildrenaged13-17
• Purchasingwindowforhomeinsurance• Purchasingwindowforelectricityagreement• Purchasingwindowforbroadband
• Makecontributionstoaidorganisations• Buythroughdistanceshopping• Buylotteryticketsanddothepools• Internethabits:
• Downloadmusic/films/games• WatchTV• Socialnetworks• Worksonline
VERYDETAILEDVARIABLES… – EXAMPLEHOUSEHOLD
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HELPINGTHEMEDIAINDUSTRYGROW
ONLINE OFFLINE
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0,50
5,28
0,00
1,00
2,00
3,00
4,00
5,00
6,00
AverageFacebookAdsCTR FacebookAdCTRboostedwithofflinedataintelligence
FacebookAdsClickThroughRate(CTR)
Source:Nanigans EuropeanFacebookAdvertisingBenchmarkReport.
VALUE? WEIMPROVEDFACEBOOKADSCTRBYOVER10X
Percentage 10x
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Wealth
Age
Phaseoflife
Income
county
Childrenindicator
Gender
Education
Typeofresidential
Mobilephone indicator
..........................
SCORETHEENTIREPOPULATION
Collectthousandsofsurveys
Createpredictivemodels usingourofflinedata
Whatareyourinterests?
WEDEVELOPEDAMODELFORCULTURALANDECONOMICCAPITAL
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
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likely unlikelyYOURHOLIDAYPREFERENCES?
Hikinginthemountains
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
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YOURHOLIDAYPREFERENCES?
Charter
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
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YOUAREREALLYINTO...
Health&wellbeing
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
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YOUAREREALLYINTO...
Cellphones
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
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MOBILITY
Mostpopularcar
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
VWGOLF
MITSUBISHIOUTLANDER
KIASOUL
TOYOTAPRIUS
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YOULIKETOSHOP
ONLINEAUCTIONS
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
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YOULIKETOSHOP
MORETHAN1HOURDAILYONLINESHOPPING
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
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YOUUSUALLYREAD... likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
AFTENPOSTEN
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YOUUSUALLYREAD...
DINEPENGER
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
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“Whoscoredhighonthebuyingimpulsiveness scaleweremorelikelytobesensitivetoadvertisements”
RESEARCHSAYS...
Source:http://acrwebsite.org/volumes/8383/volumes/v27/NA-27
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IMPULSIVENESSSCORE:
Collectthousandsofsurveys
Createpredictivemodels usingourofflinedata
Wealth
Age
Phaseoflife
Income
county
Childrenindicator
Gender
Education
Typeofresidential
Mobilephone indicator
..........................
Areyouimpulsive?
WEDEVELOPEDAMODELTHATSCORESIMPULSIVENESS
High
Medium
Low
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• Lookfornewexperiences
• Spendmoneyonshorttermrewards
• Dodailygroceryshopping
• Shopbymailorder
• Buyaninstallmentplan
• Besubjecttopaymentremarks
1,5x
2x
1,5x
2x
2x
9x
IMPULSIVEPEOPLEHAVEVERYDISTINCTBEHAVIOR
What? Howmorelikelyifhighimpulsivity?
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YOUAREMORELIKELYTOGET...
PAYMENTREMARKS
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
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ONLINE OFFLINE
• 10xFacebookAdsClickThroughRate• Subscriptionleadsandchurnreduction• Contentrecommendations
• Uniquetargetedadvertising• GDPRcompliance
HELPINGTHEMEDIAINDUSTRYGROW