Successfully reported this slideshow.
©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or re...
2©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 2
Working with Consumer Insight and Targ...
3©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 3
2014 Total Visits to Finance Industry
...
4©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 4
Growth Index
Aggregators have seen the...
5©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 5
Industry Banks Aggregators Insurers
Se...
Banking
7©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 7
Summary for Banking Industry Visitatio...
8©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 8
Growth in Visits to Banking Websites
B...
9©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 9
Banking – Quarterly Visits
10©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 10
Banking Product Demand – Searches 20...
11©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 11
Banking Products – Weekly Searches 2...
12©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 12
ISA Content Focus
Demand begins to r...
13©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 13
Mortgage Content Focus
Demand sees a...
14©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 14
Credit Card Content Focus
Key areas ...
Insurance
16©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 16
Summary for Insurance Industry Visit...
17©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 17
Growth in Visits to Insurance Websit...
18©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 18
Insurance – Quarterly Visits
19©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 19
Insurance Product Demand
Car insuran...
20©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 20
Growth Index on Insurance Product De...
21©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 21
Car Insurance Content Focus
Car insu...
22©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 22
Pensions & Annuities Content Focus
P...
23©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 23
Telematics Content Focus
Aggregators
25©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 25
Summary for Financial Aggregator Ind...
26©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 26
Growth in Visits to Financial Aggreg...
27©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 27
Aggregators – Quarterly Visits
28©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 28
Clicks from Aggregators to Banks and...
Audience Profiling
30©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 30
Financial Strategy Segments Visitor ...
31©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 31
Under Represented Over Represented
A...
Advanced
Targeting and
Segmentation
33©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 33
Project Methodology
Drawing on broad...
34©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 34
Mapping the Mass Affluent Audience
S...
35©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 35
Channel effectiveness and reach
Meas...
36©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 36
Product Searches
Credit cards and mo...
37©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 37
Niche Online Interests – Mass Afflue...
38©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 38
TARGET - Build once and target consi...
39©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 39
The benefit of metrics
Behaviour
Onl...
40©2015 Experian Information Solutions, Inc. All rights reserved.
Experian Public. 40
Key takeaways for 2015
Aggregator
Gr...
Questions &
Thank you
@ExperianMkt_UK
www.experian.co.uk/marketingservices
0845 234 0391
Prochain SlideShare
Chargement dans…5
×

Experian Marketing Services' Finance Insights Webinar

565 vues

Publié le

The latest finance webinar from Experian Marketing Services - showing the latest online consumer trends.

Publié dans : Économie & finance
  • Soyez le premier à commenter

  • Soyez le premier à aimer ceci

Experian Marketing Services' Finance Insights Webinar

  1. 1. ©2014 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian. Experian Public. Finance Insights Webinar February 2015 Billy Grant - Consumer Insights Experian Marketing Services
  2. 2. 2©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2 Working with Consumer Insight and Targeting Lie of the Land Growth in Banking, Insurance and Aggregators Product demand Advanced targeting and media planning Agenda The consumers behind this demand
  3. 3. 3©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3 2014 Total Visits to Finance Industry Banks gain by far the greatest share of visits in the finance space.  Visitation to banking websites far in excess of those driven to both aggregators and insurers.  Requirement for more regular visitation will play a part but banks hold a much greater audience than aggregators or insurers.  Opportunity for banks to sell products to a larger base.
  4. 4. 4©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 4 Growth Index Aggregators have seen the most significant growth since January 2012 with Insurers also improving their position.
  5. 5. 5©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5 Industry Banks Aggregators Insurers Search – 19% 104 143 170 Social – 8.5% 45 56 45 News – 4.1% 48 175 71 Video – 2.3% 42 36 44 Email – 2.1% 85 69 68 Television – 2% 68 71 79 Banks – 1.3% 2596 508 565 Property – 0.7% 102 193 143 Business Info – 0.6% 145 712 204 Investing – 0.3% 144 374 151 Traffic Drivers Selected traffic drivers with index score compared with UK average – UK average = 100.  Search is a key channel but one where aggregators and insurers are more reliant.  Aggregators gain more traction through news and media sites – display campaigning with PR strategy.  Traffic from banks, business info and investment sites shows a wide range of research taking place with a need for exposure across these specialist channels.
  6. 6. Banking
  7. 7. 7©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7 Summary for Banking Industry Visitation 3.8 billion visits to banking websites in 2014 Visits per member of online population 85 10% growth increase in traffic to banking websites since 2012 The estimated spend statistics are taken from the IMRG Capgemini e-Retail Sales Index in partnership with Experian Marketing Services
  8. 8. 8©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8 Growth in Visits to Banking Websites Banks have seen continued visit growth with 2014 seeing over 3.8 billion visits to this online industry.
  9. 9. 9©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9 Banking – Quarterly Visits
  10. 10. 10©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 10 Banking Product Demand – Searches 2014 Mortgages and credit cards see similar levels of demand with ISAs seeing approximately half the volume.
  11. 11. 11©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11 Banking Products – Weekly Searches 2014 Mortgage and credit card demand generally stable with ISAs seeing majority of demand around new tax year and regulatory changes.
  12. 12. 12©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12 ISA Content Focus Demand begins to rise in final week of February and peaks in first week of April then rapidly falls away – key targeting period. Demand peaks at the same point every year leading into the new tax year – limited activity beyond this. .Spike in June shows need to respond quickly to regulatory changes
  13. 13. 13©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13 Mortgage Content Focus Demand sees a peak in April through to May with the peak being in the final week of April. Calculator content is key. Calculator content sees a high level of demand being present in over 25% of mortgage searches. . Wide variety of keywords shows need for continuous measurement of demand.
  14. 14. 14©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 14 Credit Card Content Focus Key areas of content highlighted below with calculator, best, interest, balance and business considerations highlighted.
  15. 15. Insurance
  16. 16. 16©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16 Summary for Insurance Industry Visitation 436 million visits to insurance websites in 2014 Monitor and respond to the growth of Telematics 21% growth increase in traffic to insurer websites since 2012 The estimated spend statistics are taken from the IMRG Capgemini e-Retail Sales Index in partnership with Experian Marketing Services
  17. 17. 17©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17 Growth in Visits to Insurance Websites Demand shrank slightly in 2014 – other traffic potentially moving to aggregators.
  18. 18. 18©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18 Insurance – Quarterly Visits
  19. 19. 19©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19 Insurance Product Demand Car insurance and then pensions and annuities represent significant demand. Growth area of telematics still very low in volume.
  20. 20. 20©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20 Growth Index on Insurance Product Demand Car insurance and pensions/annuities generally stable. Telematics saw significant growth in late 2014. • Chancellor’s budget announcement in March saw a big response from consumers. Telematics saw big growth towards the end of the year.
  21. 21. 21©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 21 Car Insurance Content Focus Car insurance demand peaks in line with new car registrations in March. Demand remains stable through the year. .Keywords show a desire for value and high incidence of comparison.
  22. 22. 22©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22 Pensions & Annuities Content Focus Pensions and annuities searches saw a very large spike when changes to annuities market was announced. . Content needs are far reaching showing a need for businesses to meet consumer needs.
  23. 23. 23©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23 Telematics Content Focus
  24. 24. Aggregators
  25. 25. 25©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25 Summary for Financial Aggregator Industry Visitation 458 million visits to aggregator websites in 2014 Downstream clicks from aggregators to Banks 9% 34% growth increase in traffic to aggregator websites since 2012 The estimated spend statistics are taken from the IMRG Capgemini e-Retail Sales Index in partnership with Experian Marketing Services
  26. 26. 26©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 26 Growth in Visits to Financial Aggregator Websites Aggregators have enjoyed consistent growth over the last three years.
  27. 27. 27©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 27 Aggregators – Quarterly Visits
  28. 28. 28©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 28 Clicks from Aggregators to Banks and Insurance Websites Downstream clicks to banks and insurers as a proportion of total has declined slightly – fulfilment on site and product diversity playing a part.
  29. 29. Audience Profiling
  30. 30. 30©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 30 Financial Strategy Segments Visitor Profile The wealthier and more mature audience most likely to visit aggregator websites. 70 80 90 100 110 120 A - Bright Futures B - Single Endeavours C - Young Essentials D - Growing Rewards E - Family Interest F - Accumulated Wealth G - Consolidating Assets H - Balancing Budgets I - Stretched Finances J - Established Reserves K - Seasoned Economy L - Platinum Pensions M - Sunset Security N - Traditional Thrift Online Average Banks Index Insurers Index Aggregators Index
  31. 31. 31©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 31 Under Represented Over Represented Audience Key Features  Bright Futures and Single Endeavours see low index for all industries.  Young professionals, graduate starters and students.  Few savings and high overdraft usage.  Singles with few responsibilities.  Transient with low financial commitments.  Platinum Pensions and Sunset Security show highest levels of engagement.  Retired singles and couples.  A mix of modest pensions and higher income private pensions.  Cash based investments for Sunset Security with Platinum Pensions owning sophisticated investment products.
  32. 32. Advanced Targeting and Segmentation
  33. 33. 33©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 33 Project Methodology Drawing on broader Experian data sets to isolate users who fall in to the desired target groups  Data across 49,000,000 UK consumers.  Single, unified view of UK adult population.  Mixture of modelled and actual data sources. £75k – £150k £150k – £250k  Isolate users who fall into these targets within the Hitwise Data Warehouse.  Report on the online behaviour and key features of these audience groups. Target Audience
  34. 34. 34©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 34 Mapping the Mass Affluent Audience South East dominant, but other clusters of opportunity do exist Mass affluent audience is mainly centred around London and South East. And around some major cities like South Manchester Edinburgh, Glasgow and Aberdeen.
  35. 35. 35©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 35 Channel effectiveness and reach Measuring visitation to and engagement with top online industries from mass affluent segment Mass affluent audience is less likely to engage with Social Media and Search compared with average UK population. However, a significant proportion of their online visitation is to these resources. Content resources, like Print Media, Television catch-up, Blogs and Personal Websites, Business Information etc., emerge as territories in which this audience is more likely to spend time online compared to the average UK population – important targeting opportunities. Note: Figures shown are visits share and index vs. average UK population
  36. 36. 36©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 36 Product Searches Credit cards and mortgages lead the way Credit Card 26% Mortgage 15% Insurance 15% Bonds 15% Savings 9% Loans 8% ISA 4% Finance 3% Investment 2% Car Finance 2% Current Account 0.4% Chart highlights the product related searches by this segment. Credit Card searches account for more than a quarter of product searches whilst Mortgages are the second biggest area of demand for the mass affluent segment. Demand for Bonds largely driven by government premium bonds but fixed rate bonds are also a key area of demand. Car Finance relatively low in volume and represent only about 2% of product related searches.
  37. 37. 37©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 37 Niche Online Interests – Mass Affluent Audience Activity plays an important part of their day to day life, but engagement with Stocks & Shares shows that financial services is also an important consideration  Snow Sports  Golf  Tennis  Rugby Union  Stocks & Shares  Performing Arts  Cycling  Cruises  Sailing  Car Manufacturers  Food Lifestyle & Reference  Children Lifestyle  Basketball  Software  Film  Classified Shopping  Online Games  Gay Lifestyle  Online Dating  Comics  Social Networks  Gambling High Engagement Low Engagement
  38. 38. 38©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 38 TARGET - Build once and target consistently many times Engage with that audience consistently across channels Define audience Direct Mail Email OBTM Mobile Portals Ad Networks Social TV RIGHT CONSUMER SEES RIGHT MESSAGE
  39. 39. 39©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 39 The benefit of metrics Behaviour Online device + clicks + views + content Demographics Locations + profile + assumptions Journey Social presence + triggers Transactions Customer purchases + spend + loyalty/reward Your Customer
  40. 40. 40©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 40 Key takeaways for 2015 Aggregator Growth Monitor this potential threat and use this shop window to your advantage. Leverage Specialist Channels Target users when they are engaged in research with relevant content. Advance your Targeting Who, when and where is more important than ever. 1 2 4 3 Content is Key Optimise on site content quickly in response to market movements.
  41. 41. Questions & Thank you @ExperianMkt_UK www.experian.co.uk/marketingservices 0845 234 0391

×