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Migrating offline marketing strategies into the digital world Jan Jindra 402-473-4865 [email_address] © 2009 Experian Info...
The digital world? Internet Mobile Email Cable <ul><li>Customer lifecycle emails </li></ul><ul><ul><li>Early engagement </...
Agenda <ul><li>Industry trends </li></ul><ul><li>Data assets overview </li></ul><ul><li>Targeting and segmenting </li></ul...
The number of individuals using the Internet continues to grow 188.1 (64.7%) 193.9 (66.1%) 200.1 (67.6%) 206.2 (69.0%) 211...
Nearly 45% of users spend over four hours per day online for personal use Source:  Institute for Business Value Consumer M...
Internet advertising continues to rise,  while other channels are declining Source: eMarketer, October 2008 U.S. advertisi...
Email marketing spend continues to grow, reaching $2.1 billion by 2012 Source:  2007 Jupiter Research $ millions
Email survey results <ul><li>Just about everyone is using email:  More than 90% of Internet users between 18 and 72 said t...
Revenue for cable advertising continues to grow Cable advertising revenue ($ millions) Source: eMarketer, January 2008 65M...
<ul><li>Mobile facts </li></ul><ul><li>250 million active mobile phone subscribers  </li></ul><ul><li>90% of active mobile...
Spending for mobile advertising is starting to take off U.S. mobile advertising spending ($ millions) Source: eMarketer, F...
Key to leveraging data is to understand the Targeting Levels available to you … Segments Unique targets Mosaic ZIP Code ZI...
… and how the Targeting Levels can be applied across different channels Mosaic ZIP Code ZIP + 4 Household Targeting Levels...
Through aggregation, high level categories can be leveraged across all channels Mosaic ZIP Code ZIP + 4 Household Targetin...
As we narrow the focus it becomes more challenging to target across all channels  Mosaic ZIP Code ZIP + 4 Household Target...
Several channels excel at the individual level Mosaic ZIP Code ZIP + 4 Household Targeting Levels ® TM TM Digital channels...
Regardless of the targeting level, channel, or data source, we can continue to use a wide range of targeting tools  <ul><l...
How do we take advantage of digital channels?
Leveraging the Internet to acquire customers Visitors coming directly to your Web site The more information obtained, the ...
Real-time marketing for visitors:  Enhancing visitors  in real-time for acquisition and rapid database marketing <ul><li>R...
Real-time marketing for customers:  Providing relevant offers, messages, and content at the customer level Customer visits...
Intelligent prescreen / pre-qualification can deliver “real-time” qualification and offer recommendations PII Available: J...
Portal Banner Optimization Example Experian Analytic Offer Engine Visits Yahoo <ul><li>Generic segments </li></ul><ul><li>...
Targeting in a digital world – Internet <ul><li>What is the target I’m interested in?  Who should I target? </li></ul><ul>...
How do we take advantage of digital channels?
Leveraging the Internet to acquire customers Acquisition emails Client email policy Online Mkting DB Partner Emails Email ...
Member Life Cycle messaging:  Generating emails to drive engagement and growth Early engagement Engagement triggers Invite...
Targeting in a digital world – email <ul><li>Who should I target? </li></ul><ul><li>What is the most appropriate offer, me...
How do we take advantage of digital channels?
Cable co information  identify subscriber / non-subscriber Client’s database customers prospects DMA® is a registered serv...
Leveraging the cable box to target at the household Client’s criteria Customer / prospect Any Town , USA Residents: 500,00...
Targeting in a digital world – cable <ul><li>What is the target I’m interested in?  </li></ul><ul><li>What is the most app...
How do we take advantage of digital channels?
Winning practices But, what does “mobile” mean? SMS / text messaging Delivery of text messages via carriers’ short messagi...
Winning practices Mobile tactics and alignment to marketing objectives Winning practices SMS / text messaging MMS  messagi...
Targeting in a digital world – mobile <ul><li>Who should I target? </li></ul><ul><li>What is the most appropriate offer, m...
Respecting the individual Permission-based marketing <ul><li>Internet </li></ul><ul><ul><li>Able to target, but need to be...
Summary <ul><li>Marketers are moving to the digital world quickly – Growth is phenomenal </li></ul><ul><li>The competition...
<ul><li>QUESTIONS ? </li></ul>
© 2009 Experian Information Solutions, Inc.  All rights reserved.
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Integrating Offline Marketing Strategies Into the Digital World, Jan Jindra, Senior Product Manager, Experian - Marketing ServicesDiscover the new ways marketers are starting to leverage consumer data and successful offline strategies for online marketing

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Discover the new ways marketers are starting to leverage consumer data and successful offline strategies for online marketing. Traditional offline marketing strategies are being tweaked and modified to serve up highly targeted online marketing offers, replacing the semi-targeted mass marketing efforts that have driven the digital world in the past.

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Integrating Offline Marketing Strategies Into the Digital World, Jan Jindra, Senior Product Manager, Experian - Marketing ServicesDiscover the new ways marketers are starting to leverage consumer data and successful offline strategies for online marketing

  1. 1. Migrating offline marketing strategies into the digital world Jan Jindra 402-473-4865 [email_address] © 2009 Experian Information Solutions, Inc. All rights reserved.
  2. 2. The digital world? Internet Mobile Email Cable <ul><li>Customer lifecycle emails </li></ul><ul><ul><li>Early engagement </li></ul></ul><ul><ul><li>Up sell / cross sell </li></ul></ul><ul><ul><li>Loyalty, retention </li></ul></ul><ul><li>Acquisition emails </li></ul><ul><li>Operations </li></ul><ul><li>Customer service </li></ul><ul><li>Search </li></ul><ul><li>Banner ads </li></ul><ul><li>Affiliate networks </li></ul><ul><li>Social networks </li></ul><ul><li>Blogs </li></ul><ul><li>Video networks </li></ul><ul><li>Twitter </li></ul><ul><li>Targeting directly to the cable top box </li></ul><ul><li>SMS / Text messaging </li></ul><ul><li>MMS messaging </li></ul><ul><li>IVR / Voice messaging </li></ul><ul><li>Mobile sites </li></ul><ul><li>“ On deck” advertising </li></ul><ul><li>Mobile applications </li></ul>
  3. 3. Agenda <ul><li>Industry trends </li></ul><ul><li>Data assets overview </li></ul><ul><li>Targeting and segmenting </li></ul><ul><li>Integration of offline and online strategies </li></ul><ul><ul><li>leveraging the data in the digital world </li></ul></ul><ul><ul><li>strategies for digital marketing channels </li></ul></ul>
  4. 4. The number of individuals using the Internet continues to grow 188.1 (64.7%) 193.9 (66.1%) 200.1 (67.6%) 206.2 (69.0%) 211.9 (70.2%) 216.9 (71.2%) U.S. Internet users and penetration 2007 – 2012 (millions and % of population ages 3+) Source: eMarketer, January 2008
  5. 5. Nearly 45% of users spend over four hours per day online for personal use Source: Institute for Business Value Consumer M&E study, April 2007, sourced from marketingcharts.com Daily Internet usage for personal use Daily TV viewing
  6. 6. Internet advertising continues to rise, while other channels are declining Source: eMarketer, October 2008 U.S. advertising spend by media ($ billions)
  7. 7. Email marketing spend continues to grow, reaching $2.1 billion by 2012 Source: 2007 Jupiter Research $ millions
  8. 8. Email survey results <ul><li>Just about everyone is using email: More than 90% of Internet users between 18 and 72 said they send and receive email, making it the top online activity just ahead of search engines, according to the non-profit research group – Pew Internet and American Life Project (Feb 2009) </li></ul><ul><li>Email contacts are growing fast: The number of marketing emails sent by U.S. retailers and wholesalers this year will hit 158 billion and grow 63% to 258 billion in 2013 – Forrester's U.S. Email Marketing Volume Forecast (2008) </li></ul><ul><li>Email is overtaking direct mail: Email is used by 79.1% of marketers surveyed, while postal direct mail is used by 75.4% of marketers – Direct Marketing Association (2008) </li></ul><ul><li>Email contacts work: 44% of email users said email inspired at least one online purchase and 41% said it prompted at least one offline purchase – JupiterResearch's The Social and Portable Inbox (2008) </li></ul>
  9. 9. Revenue for cable advertising continues to grow Cable advertising revenue ($ millions) Source: eMarketer, January 2008 65MM basic subscribers
  10. 10. <ul><li>Mobile facts </li></ul><ul><li>250 million active mobile phone subscribers </li></ul><ul><li>90% of active mobile phones capable of text </li></ul><ul><li>155 million of these subscribers use text </li></ul><ul><ul><li>71% consumers 13-17 text weekly </li></ul></ul><ul><ul><li>76% consumers 18-24 text weekly </li></ul></ul><ul><ul><li>65% consumers 25-34 text weekly </li></ul></ul><ul><ul><li>52% consumers 35-44 text weekly </li></ul></ul><ul><ul><li>42% consumers 45-54 text weekly </li></ul></ul><ul><li>40% of text messages are sent by those ages 30 and up </li></ul><ul><li>$75,000 Average annual income of text users ages 30 and up </li></ul><ul><li>For consumers under 34, Cell phone is viewed as more important than TV, land line phones, and iPods </li></ul><ul><ul><li>Consumers 34-55 find cell phone to be equally as important as the computer </li></ul></ul>The growing U.S. mobile marketing market MMA 2007 A&U data 2006 CTIA – The Wireless Association
  11. 11. Spending for mobile advertising is starting to take off U.S. mobile advertising spending ($ millions) Source: eMarketer, February 2009
  12. 12. Key to leveraging data is to understand the Targeting Levels available to you … Segments Unique targets Mosaic ZIP Code ZIP + 4 Household Individual 43,000 60 120,000,000 295,000,000 43,000,000 Targeting Levels Addressable units ® TM TM
  13. 13. … and how the Targeting Levels can be applied across different channels Mosaic ZIP Code ZIP + 4 Household Targeting Levels ® TM TM Digital channels Individual Internet Mobile Email Cable
  14. 14. Through aggregation, high level categories can be leveraged across all channels Mosaic ZIP Code ZIP + 4 Household Targeting Levels ® TM TM Digital channels Individual Internet Mobile Email Cable
  15. 15. As we narrow the focus it becomes more challenging to target across all channels Mosaic ZIP Code ZIP + 4 Household Targeting Levels ® TM TM Digital channels Individual Internet Mobile Email Cable
  16. 16. Several channels excel at the individual level Mosaic ZIP Code ZIP + 4 Household Targeting Levels ® TM TM Digital channels Individual Internet Mobile Email Cable
  17. 17. Regardless of the targeting level, channel, or data source, we can continue to use a wide range of targeting tools <ul><li>Targeting criteria </li></ul><ul><ul><li>What is my target? What do they look like? </li></ul></ul><ul><ul><li>What is the most appropriate offer, message, content, pricing? </li></ul></ul><ul><ul><li>Who’s likely to say yes to my offer? </li></ul></ul><ul><ul><li>Who will be profitable? What is their expected value? Who’s at risk? </li></ul></ul><ul><li>Targeting tools </li></ul><ul><ul><li>Response models </li></ul></ul><ul><ul><li>Value models, profitability models </li></ul></ul><ul><ul><li>Profile (“look a like”) models </li></ul></ul><ul><ul><li>Retention / churn models </li></ul></ul><ul><ul><li>Segmentations / profiles </li></ul></ul>
  18. 18. How do we take advantage of digital channels?
  19. 19. Leveraging the Internet to acquire customers Visitors coming directly to your Web site The more information obtained, the more precise the ability to serve with relevance Identification information available Matching scheme Unknown Known ZIP Code TM match Individual HH or ZIP Code TM match Individual or account match Limited personal information (name, address, phone, email) Personal and account information (name, address, phone, email, account number) Browsers Visitors Leads Customers IP address
  20. 20. Real-time marketing for visitors: Enhancing visitors in real-time for acquisition and rapid database marketing <ul><li>Real-time marketing can deliver “real time” recommendations for relevant offers and messages that encourage visitors to convert </li></ul>IP Address: 66.249.67.226 Query: IP# 66.249.67.226 <ul><li>Recommendation on relevant content and offer to serve leveraging: </li></ul><ul><ul><li>Member segments </li></ul></ul><ul><ul><li>Product propensities </li></ul></ul><ul><ul><li>MOSAIC ® group </li></ul></ul><ul><ul><li>TrueTouch SM touch-point </li></ul></ul><ul><ul><li>Other custom segments and data </li></ul></ul>Under 10 m/s response time Who am I ? Real-time marketing
  21. 21. Real-time marketing for customers: Providing relevant offers, messages, and content at the customer level Customer visits Citi website Jane Doe 123 Broad St New York, NY 12345 Acct#: 1234567 We know you are a young adult who has an existing card relationship with us and enjoys traveling. We display offers and creative's that are relevant to her Enhance <ul><li>Demographics </li></ul><ul><li>Life events </li></ul><ul><li>Behavioral data </li></ul><ul><li>Individual data </li></ul><ul><li>Household data </li></ul><ul><li>Geographic data </li></ul>Data Append & Enhancement Act <ul><li>Client models / segmentations </li></ul><ul><li>Experian models / segmentations </li></ul><ul><li>Offer / Content recommendation </li></ul>Modeling & Scoring Real Time Marketing
  22. 22. Intelligent prescreen / pre-qualification can deliver “real-time” qualification and offer recommendations PII Available: John Doe 123 Broad St New York, NY 12345 <ul><li>Recommendation on relevant content and offer to serve leveraging: </li></ul><ul><ul><li>Client segments </li></ul></ul><ul><ul><li>Custom segments and models </li></ul></ul>Real-time Marketing Who am I ? Prescreen engine Partner / client site (PII Available) Qualified? Yes <ul><li>Qualification determined by: </li></ul><ul><ul><li>Client-specific criteria </li></ul></ul>Client application page
  23. 23. Portal Banner Optimization Example Experian Analytic Offer Engine Visits Yahoo <ul><li>Generic segments </li></ul><ul><li>Custom segments </li></ul><ul><li>Targeted decisioning </li></ul><ul><li>Offer / content recommendations </li></ul>110MM+ unique visitors per month
  24. 24. Targeting in a digital world – Internet <ul><li>What is the target I’m interested in? Who should I target? </li></ul><ul><li>What is the most appropriate offer, message, content, pricing? Who’s likely to say yes to my offer? </li></ul><ul><li>What do my visitors look like? </li></ul><ul><li>Who will be profitable? What is their expected value? </li></ul>Targeting criteria <ul><li>Consumer Compiled Data </li></ul><ul><li>Summarized credit / automotive </li></ul><ul><li>Syndicated Market Research data </li></ul><ul><li>Click stream data / purchase data </li></ul><ul><li>Client data – contact history, purchase history, usage, performance </li></ul><ul><li>Segmentations / profile (“look a like”) models </li></ul><ul><li>Response / value models </li></ul><ul><li>Profiles </li></ul><ul><li>Individual level vs. geo level </li></ul>Targeting tools Data leveraged What can we offer?
  25. 25. How do we take advantage of digital channels?
  26. 26. Leveraging the Internet to acquire customers Acquisition emails Client email policy Online Mkting DB Partner Emails Email generated with appropriate offer and message Abandonment Remarketing opportunity Triggered email Partner emails
  27. 27. Member Life Cycle messaging: Generating emails to drive engagement and growth Early engagement Engagement triggers Invite a friend Client email policy X-sell / up-sell / affinity triggers Transaction Data Client transaction & event data Transaction Data Client transaction & event data Usage stimulation and retention Transaction Data Client data Success Success Email generated with appropriate offer and message
  28. 28. Targeting in a digital world – email <ul><li>Who should I target? </li></ul><ul><li>What is the most appropriate offer, message, content, pricing? Who’s likely to say yes to my offer? </li></ul><ul><li>What do individuals that open / click / purchases look like? </li></ul><ul><li>What is the most appropriate cadence, sequence? </li></ul><ul><li>What triggers should I focus on? </li></ul><ul><li>Consumer compiled data </li></ul><ul><li>Summarized credit / automotive </li></ul><ul><li>Email contact history – Open / click / purchase data </li></ul><ul><li>Client data – contact history, purchase history, usage, performance </li></ul><ul><li>Affinity Targeting using dynamic content </li></ul><ul><li>Market Basket using dynamic content </li></ul><ul><li>Acquisition, up-sell, cross-sell, retention models </li></ul>Targeting criteria Targeting tools Data leveraged What can we offer?
  29. 29. How do we take advantage of digital channels?
  30. 30. Cable co information identify subscriber / non-subscriber Client’s database customers prospects DMA® is a registered service mark of Nielsen Media Research, Inc., and is used pursuant to a license from Nielsen Media Research, Inc., all rights reserved   Cable zones are derived from CableTrack©, the database is a copyrighted brand of the National Cable Communications LLC (NCC) and is used pursuant to a license from NCC, all rights reserved. Cable household addressability example <ul><li>Experian targeting engine </li></ul><ul><li>Targeting to the cable zone </li></ul><ul><li>Targeting to the cable box </li></ul>National DMA ® Cable Zones ZIP Code ™ Block Group ZIP + 4 ™ Household Individual
  31. 31. Leveraging the cable box to target at the household Client’s criteria Customer / prospect Any Town , USA Residents: 500,000 HH Cable subscribers: 300,000 HH Client customers: 125,000 HH Cable footprint Total subs: 300,000 HH Addressable: 100,000 HH Targeting Engine 25,000 HH 35,000 HH 10,000 HH 30,000 HH
  32. 32. Targeting in a digital world – cable <ul><li>What is the target I’m interested in? </li></ul><ul><li>What is the most appropriate offer, message, content, pricing? Who’s likely to say yes to my offer? </li></ul><ul><li>What do targeted viewers look like? </li></ul><ul><ul><li>Which shows do they watch? Which channels? When do they watch? </li></ul></ul><ul><li>Who will be profitable? What is their expected value? </li></ul><ul><li>Consumer compiled data </li></ul><ul><li>Summarized credit / automotive </li></ul><ul><li>Syndicated Market Research data </li></ul><ul><li>Response data </li></ul><ul><li>Client data – contact history, purchase history, usage, performance </li></ul><ul><li>Segmentations / profile (“look a like”) models </li></ul><ul><li>Response / value models </li></ul><ul><li>Profiles </li></ul><ul><li>Household level vs. geo level </li></ul>Targeting criteria Targeting tools Data leveraged What can we offer?
  33. 33. How do we take advantage of digital channels?
  34. 34. Winning practices But, what does “mobile” mean? SMS / text messaging Delivery of text messages via carriers’ short messaging service MMS messaging Delivery of rich media via carriers’ multimedia messaging service IVR / voice messaging Delivery of voice messages to phones and interaction with consumers via voice recognition and phone key pad Mobile sites Internet sites optimized for mobile devices and accessed via a wireless application protocol (WAP) browser “ On deck” advertising Advertising delivered by carrier using the primary device interface and/or carrier WAP site Mobile applications Custom applications residing on mobile device
  35. 35. Winning practices Mobile tactics and alignment to marketing objectives Winning practices SMS / text messaging MMS messaging IVR / voice messaging Mobile sites “ On deck” advertising Mobile applications Awareness and brand building Acquisition First purchase/ conversion Low frequency / cross-sell and upsell High frequency / loyalty mgmt Service channel marketing integration
  36. 36. Targeting in a digital world – mobile <ul><li>Who should I target? </li></ul><ul><li>What is the most appropriate offer, message, content, pricing? Who’s likely to say yes to my offer? </li></ul><ul><li>What mobile tactic should I use? </li></ul><ul><li>What is the most appropriate cadence, sequence? </li></ul><ul><li>What can I do to encourage “opt in”? </li></ul><ul><li>Consumer Compiled data </li></ul><ul><li>Summarized Credit / Automotive </li></ul><ul><li>Syndicated Market Research data </li></ul><ul><li>Response/ usage / purchase data </li></ul><ul><li>Client data – contact history, purchase history, usage, performance </li></ul><ul><li>Segmentations / Profile (“look a like”) models </li></ul><ul><li>Response / value models </li></ul><ul><li>Acquisition, up-sell, cross-sell, retention models </li></ul><ul><li>Profiles </li></ul>Targeting criteria Targeting tools Data leveraged What can we offer?
  37. 37. Respecting the individual Permission-based marketing <ul><li>Internet </li></ul><ul><ul><li>Able to target, but need to be aware of the “big brother” feeling </li></ul></ul><ul><li>Email </li></ul><ul><ul><li>Permission based </li></ul></ul><ul><ul><li>opt in / opt out – what is the cost of opt out? </li></ul></ul><ul><li>Cable </li></ul><ul><ul><li>Able to target, but need to be aware of the “big brother” feeling </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Permission based </li></ul></ul><ul><ul><li>Opt in / opt out </li></ul></ul>
  38. 38. Summary <ul><li>Marketers are moving to the digital world quickly – Growth is phenomenal </li></ul><ul><li>The competition is moving to the digital world – Marketing dollars are pouring in </li></ul><ul><li>We can help marketers be successful by leveraging our key assets </li></ul><ul><ul><li>Data </li></ul></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Knowledge </li></ul></ul>
  39. 39. <ul><li>QUESTIONS ? </li></ul>
  40. 40. © 2009 Experian Information Solutions, Inc. All rights reserved.

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