© 2010 experian information solutions, inc. all rights reserved. experian and the marks used herein...

© 2010 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 may be 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 Information Solutions, Inc.

Leverage Cross Channel Marketing to Engage with Customers on an Individual Level

Stuart McKeown, Digital Product Manager, Experian Ben Moreau, Social Specialist, Experian

© 2010 Experian Information Solutions, Inc. All rights reserved. 2

Maximise engagement through the right digital strategy


Engagement Framework…basis for understanding the customer’s journey

TARGETING

CAMPAIGN DESIGN

OPTIMIZEDOFFERS

MODELING

BEHAVIORAL ANALYSIS

CONSUMERINSIGHTS

SOCIAL MEDIA

WEBSITES

EMAIL

TV

DIRECT MAIL

CALL CENTER

STORE

SEARCH

SYNDICATED

INTEGRATED PROFILES


The Marketing Sophistication Curve…how “engaged” is the retail marketplace as an example

CHANNEL EXECUTION

CHANNEL OPTIMISATION

MULTI CHANNEL MARKETING

CROSS CHANNEL OPTIMISATION

file based list processing

single channel, fire and forget

faster cycle times

Persisting results over time

scoring, modeling, and advanced segmentation

enabled across multiple platforms

voice of customer per channel

response attribution

recognising channel preference

personalised interaction

consolidated view of customer

revenue / outcome causation

triggered and drip campaigns

RETAIL BENCHMARK


So … why the need for a digital marketing strategy?

Name

Address, Phone, Email

Age

Income

Marital status

Presence of children

Lifestyle

Life event triggers

Media consumption

Brand preference

Web behavior

Purchase history

Attitudinal motivators

‘Big Data’ Channel Proliferation New Devices


Maximise your engagement with individuals through email and social


Viral Marketing

Social Media

Dynamic Content

Lifecycle Programs

Reactivate

Triggered Messages

Remarketing

Early Engagement

Taking your program to the next level


Social Media

Dynamic Content

Lifecycle Programs

Reactivate

Triggered Messages

Remarketing

Deliverability example

Viral Marketing

Early Engagement



Dynamic Content

Lifecycle Programs

Reactivate

Triggered Messages

Remarketing

Viral Marketing

Early Engagement

Social Media



Lifecycle Programs

Reactivate

Triggered Messages

Remarketing

Early Engagement

Viral Marketing

Dynamic Content

Social Media



Lifecycle Programs

Reactivate

Remarketing

Dynamic Content

Triggered Messages

Viral Marketing

Early Engagement

Social Media



Reactivate

Remarketing

Dynamic content

Triggered Messages

Lifecycle Programs

Viral Marketing

Early Engagement

Social Media



Remarketing

Dynamic Content

Triggered Messages

Lifecycle Programs

Reactivate

Viral Marketing

Early Engagement

Social Media



Dynamic Content

Lifecycle Programs

Reactivate

Triggered Messages

Remarketing

Viral Marketing

Early Engagement

Social Media



What’s trending locally and globally?

What’s coming next ?

© 2010 Experian Information Solutions, Inc. All rights reserved. 16Source: ‘The Future of Multichannel Marketing’ Experian Marketing Services 2011

Social and email marketing spend on the rise


Your audience is on social media

4 in 5 internet users visit social networks and blogs

50 percent of social media users say they check in to their favourite networks

first thing in the morning

In 2011 Australia led the global hours spent per

person on social media at over 7 hours

Source: Nielson, 2011


Social commerce is growing

Sales via social commerce are expected to reach $30 billion within five years

45% of social media users are at least ‘somewhat’ comfortable providing credit card details through social media channels

Source: Nielson, 2011

Source: Booz&Co

Source: Digitas


New channels of revenue

Pinterest now at 11 million users worldwide (560k in Aus, up 90k on last month)

Brands such as Etsy are selling items on pinterest and have 46,000 followers – but items link through to their own site

Pinterest now at 11 million users worldwide

(560k in Aus, up 90k on last month)

Brands such as Etsy are selling items on Pinterest and have 46,000 followers, but items link through to their own site

The Fancy allows pinned items to be purchased directly through the site. A useful revenue channel for brands if Pinterest clones continue to grow


What’s currently trending globally?

Pinterest is the 3rd most

popular social network

behind Facebook and

Twitter in the US


What’s currently trending here?


Window into Influencer Network.

Track multiple generations of tweets, shares and likes through to a final

transaction

Understand and quantify ($) the true amplification from social recommendation

and sharing

Identify and nurture your network of word of mouth influencersSocial Attribution System

The power of influence


Tactical case examples – Effective channel integration and recommendations


Your Customers Who

51%MORE LIKELY TOBUY

—CHADWICK MARTIN BAILEY, MAR, 2010

60%MORE LIKELY TORECOMMEND

… Like your brand on Facebook… Follow your brand on Twitter

—ROI RESEARCH, JUNE, 2010

48%53%


—Experian Hitwise

One Facebook Like = 20 Additional Website Visits

=


Post to Social


Like button


Social triggers… The next step


Facebook Connect

Email Address

Gender

Opt In Status

Traditional Sign-up Form

Email Address

First Name

Last Name

Friends

And so much

more…Facebook Connect


How Pinteresting!


Utilising Facebook Connect data in emails


Q&A

© 2010 experian information solutions, inc. all rights reserved. experian and the marks used herein...

Documents

channel optimization

channel execution companies

multichannel marketing

list processingsingle

experian ben moreau

stage of maturity

digital product manager

social specialist