The value of marketing in making customer relationships work

1. The value of marketingin making customer relationships work Simon Rose Head of UK Marketing N.B. some observations are based on personal experienceand may not be indicative of an Experian position

2. Agenda topics • Career development opportunities • Types of available jobs • Marketing specialisation • Qualifications, and value of • Employment market trends • CVs and interviews • Future of Marketing

3. Agenda • Experian Corporate perspective • A changing world of opportunities • The role of Marketing and marketing • A career in Marketing • Questions?

4. Experian’s vision For our people, data and technology to become a necessary part of everymajor consumer economyaround the world.

5. Company profile • Annual sales in excess of£1.7 billion • 12,500 people worldwide • 32 offices • More than 50,000 clientsin over 60 countries • Corporate headquarters in Dublin, Ireland, and operational headquarters in Costa Mesa, California and Nottingham, UK.

6. A FTSE 100 listed company

7. Experian, a global company Americas EMEA AsiaPacific

8. Experian helps organisations worldwide make fast, informed decisions to find new customers and to personalise and manage relationships with existing customers

9. What kind of client decisions? • Whom to select for a new gold card • What premium to set for an insurance policy • Whether a credit application is fraudulent • Where to locate a new retail store • Which company to trade with • Whether to accept or reject a credit application and what credit limit to offer • Which pages to show to a web site visitor • Whether a second hand car has been stolen or written off

10. Some of our clients

11. Customer analysisTargeting systemsProspect dataDirect mail productionTelemarketing Strategic consultancyCustomer analysisand scoring Database marketing Customer managementsystems Verification Credit referencing Application processing Applicant scoring Fraud detection Authorisations Account processing Payment processing Day-to-day decisioning Data management

12. Our clients and their customers win... • Our clients achieve: • solutions tailored to theirbusiness needs • integrated products and services • efficiencies and economies of scale • a unique single view of their customers • Their customers receive: • the right message at the right time • products and services that appeal to them • recognition and personalised service • a positive feeling - ‘the organisation understands me’

13. Our commitment We are committed to: • Our clients…Developing broader and deeper relationships with our clients that are built upon creativity, integrity, accuracy and reliability • Our people…Providing leadership, training and incentives that will help our people fulfil their own unique potential • Our communities…Making a tangible positive impact in the communities in which we operate through a programme of employee volunteering, community sponsorships and charitable donations

14. Experian awardedBusiness of the Year 2003 and 2005 “While the field was exceptionally strong on paper, Experian stood out from the crowd when in front of the judges. It has, quite simply, built and sustained its success globally. It’s hard to create the kind of business that wins this award, and everyone involved deserves praise for their support”

15. A world of opportunities

16. In a world where: • Competition is increasing • Homogenisation is increasing • Functional and emotional differentiation is harder to achieve • Perceptions of value/brands have changed • Customers can access more information and expect higher standards – in control • Wider choice and faster delivery are normal….and expected • Most consumers are getting wealthier…. • ….and working harder

17. Why focus on change…? Airfare to Barcelona … £1 Price of large cappuccino in Starbucks at Stansted Airport … £2.99

18. Europe is getting richer! Index of disposable income growth 1995=100 135 130 Germany Sweden Denmark UK 125 Sweden +33% 120 Germany +14% 115 110 105 100 95 90 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2005 Source: OECD 2004/nVision

21. Proportion who can’t afford a holiday "Would you like to be able to pay for an annual holiday but must do without because you cannot afford it?" 25% 20% 15% 10% 5% 0% 2002 2003 1997 1998 1999 2001 Source: British Household Panel Study/nVision Base: 5500 households, Britain

23. People are 4 times more likely to believe their friendsand family about important issues thanthe media or politicians Personalisation of authority

25. Mass customisation

26. Assault on pleasure

27. The pace of technological change is increasing

28. Internet • In 1996, the internet was used by 4.2 million people in the UK. The main use for the internet was e-mail and chat rooms • Most users were young, male computer nerds • Now the internet is used by 33.5 million people • Now more women participate in e-commerce than men

29. Mobile phones • In 1996 there were under 7.5 million mobile phone owners, at under 15% penetration • In 2006, there are 40.8 million mobile phone owners, at 81.5% penetration

30. Explosion of information

31. Reaching customers is harder Depth of engagement Media/channel breadth

32. The role of marketing

33. What is ‘Marketing’ ? • Creating value by acquiring and retaining profitable customers

34. The marketing components • Products and services • Developing winning solutions for customers • Propositions • develop and implement winning propositions • Place - channels to market • What customers, customer types? JVs/partners • Pricing • optimum profitability • Service • Value to customers • Marketing promotion • multi-channel, multi-media e.g. advertising, collateral, events, personalised information, • e-communications, PR, conference speaking S R T E R S A E T A E R G C Y H

35. Business development Retail staff Training Partners Manufacturing Packaging Scientists R+D Sales Product/Service Development customers Marketing Strategy Research Delivery Communications marketing the offer

36. The role of Marketing • In practice, is hugely variable across organisations based on…. • The Customer • Market place • Business and consumers • Market sector • History • Not for profit organisations • Charity, Public Sector • Business model • Scale, organisation, structure and roles • Capability and background of individuals • Marketing development

37. The marketing components

38. To: driving profitable demand marketing/strategy linkages working with multi-functional teams develop competing plans (zero based) contribution to customer loyalty multi-media, multi-channel link to economic profit (EP) The language of the Boardroom A world of opportunities From:£,$,Yen budgets, +x% vs. last year TV advertising, marketing strategy

39. A career in Marketing

40. Initiative 3 5 Commercial 2 4 Innovation 2 4 Confidence 2 4 Customer management 3 4 motivation 3 4 Recruitment (Events)

41. What we look for commercial awareness analytical thinking Information seeking initiative ownership Conceptual thinking innovation continuous improvement influencing Decision making change orientation motivation Relationship building team working personal ownership communication skills technical knowledge

42. What we look for “a graduate with the ambition to make a difference and constantly raise your own performance. We are looking for an enthusiastic, confident and outgoing team player able to demonstrate personal credibility and excellent communication and leadership skills. You should have a passion in, and a broad knowledge of marketing techniques, as well as a general understanding of key business issues. This is an excellent opportunity to gain marketing experience and develop a career within a successful, global organisation.” Source: recruitment advertisement through Nottingham Trent University

43. What we look for “a graduate with theambitionto make a difference andconstantly raiseyour own performance. We are looking for anenthusiastic,confidentand outgoing team playerable to demonstratepersonal credibilityand excellentcommunicationand leadership skills. You should have apassionin, and abroad knowledgeof marketing techniques, as well as a general understanding of key business issues. This is an excellent opportunity to gain marketing experience anddevelop a careerwithin asuccessful, globalorganisation.” Source: recruitment advertisement through Nottingham Trent University

44. Corporate Roles Specialist roles: • Community involvement/Corporate social responsibility (CSR) • Corporate Affairs • Corporate Identity and Brand • Corporate marketing • Corporate materials and communications • Design, production and presentation services • Events Management • Internal Communications • Internet services • Marketing and Sales support • Public Relations

45. What can you do for an organisation? A career in Marketing "Ask not what your country can do for you - ask what you can do for your country."

46. A career in Marketing • A real interest for your chosen career • Why Marketing? • What is it that interests you? • Uniqueness • Why you? • Relevant experiences • Work, voluntary, sporting, qualifications Do you have ‘product’ or ‘brand’ advantage?

47. CVs, resumés and interviews • Usually generic (MS shell) • Many are low impact • Often appear low effort • Frequently inaccurate/typos • Lack purpose • Lose sight of the objective • Obvious if unprepared Show no interest in me/my company and I’ll….

48. CVs, resumés and interviews • No rights or wrongs, but…. • Specific to the job applied for • Demonstrate YOUR uniqueness • Make an impact/be memorable • Show your insight and initiative • Covering, follow-up and thank-you letters • Competency fit through experiences Opportunity to demonstrate your ‘product’ or ‘brand’ advantage?

49. What we look for “a graduate with theambitionto make a difference andconstantly raiseyour own performance. We are looking for anenthusiastic,confidentand outgoing team playerable to demonstratepersonal credibilityand excellentcommunicationand leadership skills. You should have apassionin, and abroad knowledgeof marketing techniques, as well as a general understanding of key business issues. This is an excellent opportunity to gain marketing experience anddevelop a careerwithin asuccessful, globalorganisation.” Source: recruitment advertisement through Nottingham Trent University

50. Marketing salaries (£’k) • salaries vary by Industry and location • salary guide is base level only • Usual benefits: pension, bonus, car, health cover, shares