Customer profiling & qualification

based on external data

Regis Verschueren Product Marketing manager Bisnode Belgium

Customer engagement

Today’s CUSTOMERS expect MORE

Personalization Dialogue

Relevancy

Customization

Recognition

Interaction

Online advertising

Sources:marketingland.com & thedrum.com

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

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

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.

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,…

Demografics

Housing

Socio-economics

Property

Location

Financial measures

Mosaic data

Mosaic geography

SEGMENTS

Example HIGHLIFE

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.

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.

Exemplary process

Check out

DSP One Plattform

Onlineshop

OnlineshopPayment 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

Conclusion: Give a boost to your Customer

engagement

knowledge

identification

well known

unknown

identifiedanonymous

External

Marketing data

PersonalizeBe relevantCustomize

Boost:•Dialogue•Recognition•Interaction

DATA

WE ENABLE OUR CUSTOMERS

TO MAXIMISE SALES,

MINIMISE BUSINESS RISKS

SMARTBUSINESS DECISIONS

ANDTAKE

Correct

Actionable

Agile

THANK YOU!regis.verschueren@bisnode.bewww.bisnode.be

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