Effective Intelligence Capabilities Overview

• Operated for 16 years (since 1998)

• Trusted track record of dealing with over 250 major companies

including Banks, Credit Bureaus, Insurance companies, Retailers

• Specialists in leveraging Customer Data

• Accredited by DMA SA as a “Database Centre of Excellence”

• Data bureau processes over 1 billion records per annum

• Major data assets include ownership of a comprehensive

National Database with unique attributes including information on

the majority of SA economically active consumers

• Level 2 BEE certification (125%)

EI Customers

Business Context

It is fundamentally true, that business need to leverage customer data assets effectively if they are to remain competitive and continue to grow.

This requires -

“quality data,intelligently utilised,

to inform acquisition marketing practices”

Foundations for Growth

INTERNALDATA

SOURCES

ANALYTICS / BI

PRACTICES

MARKETINGTEAMS

EI DATA ASSETS

EI REALTIMEMARKETING

EI ANALYTICS

EI DATA QUALITY

OPPORTUNITY

R EA LT I M E M A R K E T I N G

E I DATAA S S E T S

S TAT I S T I C S & A N A LY T I C S

DATAQ UA L I T Y

SA Economically Active Consumer Database

EI Customer Data Value Chain

Deeper insight derived from modelling against internal and external data sources using EI analytic variables

Increased results through improved segmentation & persistency, profit focused targeting models

Your CustomerData

Leads

Call Centre

Products

Financial

Other

Yo

ur

Da

ta

So

urc

es

EI Foundations

For Deeper InsightEI ModelsEI Reference datasetKitewheel

For Trusted DataEI InfoArchitect ™EI AddressXpress ™EI AssureInfo ™

EI ToolsetFor Customer GrowthEI DatasetEI ModelsEI Software Solutions

For Increased ROIInfoXplorer™IX Real-timeKitewheel

DATA ASSETS&

DATA QUALITY

EI Data Advantage

People + Places =EI DataQualityProcess

EI Contact Data Validation Tables

EI Address Data Validation Tables

Reference Datasets

EI - Data AssetsSouth African Economically Active Consumer Database

EI DataAssets

Smart MatchingHouseholding

EI Enriched Analytic Reference Dataset

GeocodingMatchCoding

(Unique ID)

Intelligence

• Human capturing errors• Certain Typo’s• Certain misspellings• Patterns of failure• Eng & Afr Language changes• Street Name changes • Certain missing data points• Variations in spellings or formats of e.g Street or Area

What it typically solves

EI Enterprise DQ Software Suite

ANALYTICS

O U R U N I V E R S EY O U R U N I V E R S E

EI Segmentation Approach

Asse

t Hol

ding

Life Stage

Profi

t

Persistency

Segmentation Matrix Concept

Recognise and avoid customers you don’t wantE.g high responsebut Low persistency & poor profit

Overlay ConsumerMarket Data20 Million ActiveLife-stageIncomeEthnicityHousehold

Identify Ideal Customer PoolsIdentify Market SizeCreate prospect poolsInvest more to acquire them

Spatial OverlaysProduct Mix

REALTIME MARKETING

Current EMM Reality

Leads / Call Centre Vendor

Internally Managed Security

Bulk SMS Vendors

WebsitesEcommerce Mobile apps

Email Marketing

Billing & Communication

Internal systems / Information Assets

Custom Campaign

Development

Private Cloud / Application Hosting

Orchestrated Approaches

Leads / Call Centre Vendor

Internally Managed Security

Bulk SMS Vendors

WebsitesEcommerce Mobile apps

Email Marketing

Billing & Communication

Internal systems / Information Assets

Custom Campaign

development

Kitewheel Orchestration Platform

“ Real-time customer engagement platform that facilitates orchestrated customer journeys and experiences across systems, data and touch points. “

EI Real-time Marketing Hub

Why do any of this • DATA QUALITY

o Improve communication & decision makingo Improve operational efficiencieso Reduce downstream remedial costs

• ANALYTICSo Profit lead targeting modelso Conserve wasted costs of marketing to high churn segmentso Inform product development with additional market datao Improve ROI, profitability, persistencyo Reduce churn & lapse rates

• REALTIME MARKETINGo Build multi-channel customer experiences using existing marketing assetso Apply segmentation & other analytics in real-timeo Access social media and other unstructured data sourceso Automate complex marketing processeso Select offers and messages intelligently

Discussion