Maximise engagement through the right digital strategy

1. Leverage Cross Channel Marketing to Engage with Customers on an Individual Level Dave Audley, Director of Consulting and Analytics, Experian Paul McCrory, Head of Digital, Experian

2. Maximise engagement through the right digital strategy

3. Consumer and market dynamics are forcing changeUnderstanding consumer behaviour is a key capability • Environment changes • Economic downturn • Increasing competition • Increased choice Regulation Economy Competition Choice • Consumers more price-sensitive • Aware of choices and alternatives • Channel productivity drop • Channel economics change • Increased pressure on profitability On and Off Line Channel Strategy • Acquisition • Attrition • Cross-sell • Loyalty Dynamic Customer Behaviours Customer Attributes & Profiles • Customer Strategy • Product Innovation Brand and Product Strategy • Pricing • Promotions Need greater understanding of current and potential customers… ..how this drives optimal marketing strategy ..and what products, pricing and offers to develop

4. But the fundamental marketing objective hasn’t changedPrecision targeting and engagement Identify and profile your best customer Find more of them Engage them in their preferred channels Best customer

5. So what’s needed is an engagement framework…basis for understanding the customer’s journey MODELING CAMPAIGN DESIGN STORE DIRECT MAIL TV SYNDICATED CALL CENTER INTEGRATED PROFILES CONSUMER INSIGHTS OPTIMIZED OFFERS EMAIL WEBSITES TARGETING BEHAVIORAL ANALYSIS SEARCH SOCIAL MEDIA

6. The Marketing Sophistication Curve…how “engaged” is your business? Most ORGAnisations in australia are here CROSS CHANNEL OPTIMISATION Multi Channel Marketing CHANNEL OPTIMISATION recognising channel preference triggered and drip campaigns scoring, modeling, and advanced segmentation response attribution revenue / outcome causation Channel Execution enabled across multiple platforms personalised interaction faster cycle times single channel, fire and forget voice of customer per channel consolidated view of customer Persisting results over time file based list processing

7. Maximise your engagement with individuals through email and social

8. Taking your program to the next level Remarketing Reactivate Lifecycle Programs Triggered Messages Dynamic Content Social Media Viral Marketing Early Engagement

9. Taking your program to the next level Deliverability example Remarketing Reactivate Lifecycle Programs Triggered Messages Dynamic Content Social Media Viral Marketing Early Engagement

10. Taking your program to the next level Remarketing Reactivate Lifecycle Programs Triggered Messages Dynamic Content Social Media Viral Marketing Early Engagement

11. Taking your program to the next level Remarketing Reactivate Lifecycle Programs Triggered Messages Dynamic Content Social Media Viral Marketing Early Engagement

12. Taking your program to the next level Remarketing Reactivate Lifecycle Programs Triggered Messages Dynamic Content Social Media Viral Marketing Early Engagement

13. Taking your program to the next level Remarketing Reactivate Lifecycle Programs Triggered Messages Dynamic content Social Media Viral Marketing Early Engagement

14. Taking your program to the next level Remarketing Reactivate Lifecycle Programs Triggered Messages Dynamic Content Social Media Viral Marketing Early Engagement

15. Taking your program to the next level Remarketing Reactivate Lifecycle Programs Triggered Messages Dynamic Content Social Media Viral Marketing Early Engagement

16. What’s trending locally and globally? What’s coming next ?

17. Social and email marketing spend on the rise Source: ‘The Future of Multichannel Marketing’ Experian Marketing Services 2011

18. 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

19. 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: Booz&Co Source: Digitas Source: Nielson, 2011

20. 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

21. What’s currently trending globally? Pinterest is the 3rd most popular social network behind Facebook and Twitter in the US

22. What’s currently trending here?

23. The power of influence 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 influencers Social Attribution System Window into Influencer Network.

24. Tactical case examples – Effective channel integration and recommendations

25. Your Customers Who … Like your brand on Facebook … Follow your brand on Twitter 51% 48% 53% 60% More likely toBuy More likely toRecommend —Chadwick Martin Bailey, Mar, 2010 —ROIResearch, June, 2010

26. One Facebook Like = 20 Additional Website Visits = —Experian Hitwise

27. Post to Social

28. Like button

29. Social triggers… The next step

30. Facebook Connect Email Address First Name Last Name Friends And so much more… Email Address Gender Opt In Status Facebook Connect Traditional Sign-up Form

31. How Pinteresting!

32. Utilising Facebook Connect data in emails

33. Q&A