the path to tell a better brand story

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©2015 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. WEBINAR: The Path to a Better Brand Story May 20, 2015 @ExperianMkt #shareinsight

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Page 1: The path to tell a better brand story

©2015 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.

WEBINAR: The Path to a Better Brand StoryMay 20, 2015

@ExperianMkt #shareinsight

Page 2: The path to tell a better brand story

2©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 2

Path to telling aBetter Story Your storiesIntroductions Storytelling

success

Agenda

Page 3: The path to tell a better brand story

3©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 3

Tamara BarberPrinciple Analyst and

Manager

Introducing our speakers

John FettoSenior Research and

Marketing Analyst

@ExperianMkt #shareinsight

Page 4: The path to tell a better brand story

Your stories

Page 5: The path to tell a better brand story

5©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 5

Your StoriesThe conflict

Top challenges of senior marketing leaders

49%

45%

39%36%

31% 30% 29%

23%

1%0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Branding CustomerAcquisition

Profiling Data MarketAutomation

Attribution Advocacy Organisation Other

Brand differentiation

is the top challenge

Page 6: The path to tell a better brand story

6©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 6

Your StoriesThe objective

46%43%

36% 36% 36%

29%26% 25%

8%1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Telling our story Translatingknowledge

Integratingtechnology

Customeracquisition

Customersatisfaction and

loyalty

Collecting,linking and

managing data

Strategicalignment

Investing intools

Consolidatingvendors andtechnology

Other

Utilizing customer

insight it top priority.

Top priorities of senior marketing leaders

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7©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 7

Your StoriesMaking it personal

Degree to which marketers personalize communications

Fewer marketers

use attitudinal

data

Page 8: The path to tell a better brand story

8©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 8

Your StoriesMaking it personal

Utilizing customer

insight it top priority.

Top challenges to personalization

Page 9: The path to tell a better brand story

9©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 9

Customers demand the personal touchEasy access to information and brand interactions

202 million U.S. adults are now digital

Page 10: The path to tell a better brand story

It’s about telling a better

story

Page 11: The path to tell a better brand story

11©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 11

DanaAge 29

3 purchase/year$150-$300/purchase

Gold loyaltyfashion dept.

Personalize your brand storyDeliver actionable insights

Next car in 6 monthsLikely foreign

Travels 2x/yearBeach vacations

Netflix videoMobile coupons

3+ hours/week retailwww.gilt.com

Search fashion dealsSearch home decor

Mobile Email @ 4pmBank of America app

Social InfluencerGoogle+

Impulse shopperResponds to % off offers

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12©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 12

Personalize your brand storySegment and profile

Style and StatusGadget

Loving

Deal Seeking

Thorough Researcher

Needs it now – at any price

Impulse Buyer

Page 13: The path to tell a better brand story

13©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 13

Personalize your brand story

Page 14: The path to tell a better brand story

Storytelling success

Page 15: The path to tell a better brand story

15©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 15

Client experience: Understand shopping occasions

Specialty retailer

Lacked in-depth understanding of

their customers and prospects

Implement a more effective

engagement and messaging

strategy

The client:

Theproblem:

Theobjective:

Page 16: The path to tell a better brand story

16©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 16

Client experience: Understand shopping occasions

Attitudinal data

(NCS)

Customer data

Page 17: The path to tell a better brand story

17©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 17

Client experience: Understand shopping occasions

Name & Address

Visit Frequency

Spend

I like shopping with my kids.

I prefer shopping at specialty stores

TV is my main source of entertainment.

I can remember brand name products characters use in movies.

I go shopping when there is something I really need.

I usually carry multiple devices with me.

Etc….

Attitudinal data

(NCS)

Customer data

Page 18: The path to tell a better brand story

18©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 18

Client experience: Understand shopping occasions

Page 19: The path to tell a better brand story

19©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 19

Client experience: Understand shopping occasions

Customer data

Page 20: The path to tell a better brand story

20©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 20

Client experience: Understand shopping occasions

Indifferent Family Doting Relatives

Page 21: The path to tell a better brand story

21©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 21

Client experience:Acquire customers with a more relevant story

Financial Services

Increase conversion while lowering cost

per acquisition.

Accelerate messaging and

engagement strategy

More effectively market to high value

segments

The client:

Theproblem:

Theobjective:

Page 22: The path to tell a better brand story

22©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 22

Client experience: Acquire customers with a more relevant story

Attitudinal data

(NCS)

Customer data

Page 23: The path to tell a better brand story

23©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 23

Client experience: Acquire customers with a more relevant story

Name & Address

Credit score

Financial products

Attitudinal data

(NCS)

Customer data

I tend to hold out on buying things I want until they go on sale

I use my mobile in many different ways to get the information I need

I like to have control over people and resources.

I like to hear about new products and services via e-mail

I am very good at managing money

I don’t like the idea of being in debt

Etc….

Page 24: The path to tell a better brand story

24©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 24

Client experience: Acquire customers with a more relevant story

Page 25: The path to tell a better brand story

25©2015 Experian Information Solutions, Inc. All rights reserved. Experian Public. 25

Client experience: Acquire customers with a more relevant story

Customer data

Page 26: The path to tell a better brand story

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Client experience: Acquire customers with a more relevant story

Thoughtful Realists Motivated Leaders

Page 27: The path to tell a better brand story

• Storytelling and brand differentiation is a top challenge and priority for marketers

• Demographic targeting will only get you so far• Marketers need to leverage consumer attitudes and motivators

to develop more revealing audience segments• Use high definition customer profiles to develop a personalized

messaging and content strategy for each segment• Map audience segments back to CRM file in order to enable

personalized communications• Make sure communication tactics don’t revert back to one-size-

fits-all

Take-aways

#shareinsight

Page 28: The path to tell a better brand story

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Questions?Stay connected with us for up-to-date insights:

[email protected]

@ExperianMkt

experian.com/blogs/marketing-forward Download: The 2015 Digital Marketerex.pn/2015dmr