PowerPoint Presentation

How the Data Revolution is Turning the Marketing World Upside Down

Michele Goetz, ForresterBeatriz Santin, Experian QAS

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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 Santin2Michele 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.Duringher 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,aprovider 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 minorin computer science, from Framingham State College.

Michele Goetz3Agenda

Personal perspectiveMarket perspectivePractical use cases4Agenda

Personal perspectiveMarket perspectivePractical use cases5Experian QAS 5 Year Marketing ResultsDouble digit business growth

Marketing Influenced Revenue/$MReturn on Marketing Investment/%Cost Per Lead/$Influence of Overall New Business/% #2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.6Adapting to a New WorldShift strategy while performing today

Future - SmartPast - SimplePresent - Exciting+Lead Gen

Sales Alignment

+Multi-ChannelMulti-ProductMulti- BrandContent-RichTechnologyAnalytics= Superior Customer Experience

Intelligent Upsell#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.7Beyond MarketingCustomer, product web & ease at coreBusiness ProcessesMarketingCustomerExperienceWeb AutomationContent

TechnologyPeopleProcesses

Customer @Center

Easy everything

#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.8Meet DanaWho is yours? Who is your clients?

If you want my loyalty, you have to work for it!

experian.com/meetdanaEMPOWEREDHYPER-CONNECTEDALWAYS-ONHIGHLY VOCAL#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.9Marketers PurposeRelevant in B2B & B2C

Best customer

Engage them across channelsIdentify and profile your best customerFind more of themIntelligently bringing brands and customers closer together. Every time.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.10Linking Danas ActionsEnsuring consistent, relevant interactions

CatalogRequestNameAddressOnlineRegistrationNameEmailSocial MediaConnectionNameSocial IDEmailOpt-inNameEmailMobileOpt-inNameMobile

Credit CardPurchaseNameZIP Code

#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.11Much Talk. Less Reality.Early stages of enterprise-level big data adoptionSource: Analytics: The real world use of big data, Big Data @ Work studyprepared by IBM Institute for Business Valuewith Sad Business School at Oxford UniversityFocused on knowledge gathering and market observations24% of clientsDeployed two or more big data initiatives, and continuing to apply advanced analytics22% of clientsPiloting big data initiatives to validate value and requirements6% of clientsDeveloping strategy and roadmap based on business needs and challenges47% of clientsEmbracing big dataBig data at scaleNo executive sponsorshipCIO or CMO sponsorshipFunctional C-level executiveCEO sponsorshipExecutive sponsorship#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.12Agenda

Personal perspectiveMarket perspectivePractical use cases#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.13Base: 137 Customer Analytics ProfessionalsSource: Q1 2012, Global Customer Analytics Online Survey Customer Analytics is advancing but lag time exists between insight and action 2013 Forrester Research, Inc. Reproduction Prohibited#Data management and integration still No.1 challenge for marketersData challenges occur when shifting from firm centric to customer centricNovember 2012 How Analytics Drives Customer Life-Cycle Management

Need to identify data that supports marketing, sales, service and care in all engagement points16Align CX and Data - Close the LoopStrategyExperiencePersonasInsight NeedData CaptureData PrepData quality zonesData captureMonitor qualityExperienceOfferMeasure Business ImpactEngagementCampaignMDMMMDD 2013 Forrester Research, Inc. Reproduction Prohibited#The insight path calibrates data quality to what mattersStrategyOperationsExternalData QualityData QualityData QualityData QualityGood EnoughPerfection18Data quality intelligence assures data is relevant, available, timely and accurate for business outcomes Measure data attributes in sourcesData conditions categorized by data policiesData conditions linked to business impactITData GovernanceBusiness 2013 Forrester Research, Inc. Reproduction Prohibited#Agenda

Personal perspectiveMarket perspectivePractical use cases20Pet Care Company: There is no silver bullet technology for a complete view of the customerChallenge: Lack of a 360 view impacting customer experience strategyUnable to see behavior across multiple touch-point channelsInconsistent dataPoor data qualityTime to insightSilver Bullet: Master Data Management Solution Integrate customer dataImprove qualityReal Challenge: Lack of accessResource bottleneckAccess to only one data source when multiple existedCase study: Ad AgencyTo improve lead quality.To speed up evaluation of new lead sources.ChallengesSolutionResultsReal-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.

#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.23To reduce errors in customer information collected across channels.To successfully implement clienteling efforts powered by CDW initiative.ChallengesCase study: Multi-channel Luxury RetailerSolutionResultsReal-time address verification was integrated into e-commerce & call center websites and at point-of-sale systemVerifies addresses as they are enteredAuto-corrects minor mistakes, prompts to fix critical errorsEnables linkage of profiles after multiple purchasesStreamlined operationsProvided a higher level of confidence in customer dataEnabled more effective clienteling efforts

#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.24Case study: Home Goods Online RetailerTo optimize their email marketing program to take advantage of recent activity and drive additional purchases in initial 2 weeks.ChallengesSolutionResultsShoppers 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.

#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.25Case study: Global Technology ProviderTo increase web sales via ecommerce site optimization.Were implementing a dynamic marketing platform, but wanted to be more personalized with initial web content.ChallengesSolutionResultsModeled 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.

#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.26What it MeansGo Beyond Sexy Reports close the loop between insight and engagementContinuous Optimization - View of a customer is always in fluxContext is Everything think x-channel data qualitySolve the Business Pain lead data investment by insight need, not technology 2013 Forrester Research, Inc. Reproduction Prohibited##2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.#2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Find power in the data28