Agile discussions often focus on stories, backlogs, development, and testing. At Experian they also brought product strategy management and strategy into the agile fold to ensure their teams were in lock-step with customer requirements and priorities. That resulted in the delivery of Experian’s first big data project—without adding a single new person or “big data expert.” How did they do it? Product guru Jeff Hassemer shares his (not-so) kumbaya moments of how he learned about the principles of agile within big data projects—in action. Jeff describes practical tools specifically focused on customer ROI valuation and developing the science behind embedding customer knowledge and prioritization. In addition, he shares the lessons he learned along the way as he implemented his first Hadoop/HBase project. Learn the key aspects of the process and practical tools he created and how you, too, can deploy big data within your organization.

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BW11
Concurrent!Session!
11/13/2013!3:45!PM!
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"How Experian Revolutionized
Product Strategy and Management
with Big Data"
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Presented by:
Jeff Hassemer, Experian
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Brought(to(you(by:(
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340!Corporate!Way,!Suite!300,!Orange!Park,!FL!32073!
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2. Jeff Hassemer
Experian
Jeff Hassemer is a global product
marketing executive known for his
thought leadership and notable product
achievements in the areas of databasemarketing, CRM, and marketingautomation technology solutions. Jeff
serves as senior vice president of
Global Product Strategy for Experian Marketing Services. Experian’s
clients gain competitive advantages and optimized marketing spends
as a direct result of the profitable, state-of-the-art strategies,
programs and processes that Jeff oversees and directs in his diverse
product portfolio. Prior to joining Experian, Jeff held senior-level
marketing positions in emerging tech and Fortune 500 companies
including Doubleclick, Matchlogic, Entiera, Responsys, ROI Direct,
and Customer Insight Company.
!

3. How Experian Revolutionized Product Strategy
and Big Data
Jeff Hassemer
Senior Vice President, Product Strategy
Experian Marketing Services
November 13, 2013
©2013 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.

4. “Great spirits have always encountered
violent opposition from mediocre minds”
- Albert Einstein
© 2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
2

5. Overview of Experian
! Revenue: US$4.5 bn
! EBITA: US$1.2 bn (margin: 26%)
! Equity Market Capitalization: £11.0 bn
! In top 50 of FTSE 100
! Employees: c. 17,000
! Offices in 44 countries
! Largest markets: US, Brazil, UK
! Corporate headquarters: Dublin
Leading global information services company,
providing data and analytical tools to clients around the world
© 2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
3

6. We’re a global leader in Marketing Services
Global focus
! Over US$1bn of revenues in FY13
! Over 10,000 clients in 30 countries
! Heavy cross-sell strategy
Revenue by region
EMEA /
Asia Pacific
28%
UK & Ireland
25%
North
America
42%
Latin
America
5%
Unique offerings
! Global segmentation of over 2.2bn consumers
! Demographic data on c.500m individuals in 260m
households
! Deliver over 300bn permission-based, targeted
emails annually
! Process 4TB of internet usage each day spanning
over 400m websites
• 1.2bn cookies profiled, powering hundreds of
billions of impressions
© 2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
Revenue by product
Other
5%
Data
Quality
17%
Cross
Channel
Marketing
40%
Consumer Insights
& Targeting 3%
4

7. • Loss in over 50% of the revenue over
a 5 year period
• Servicing a shrinking market (Direct
Mail)
• Aging and expensive technology
platform
• Aging and expensive Personnel tied
to COBOL

8. Assessing the Market
Price/Value Map
Key Points
!
There is one clear winner in this
space
!
Two “Value Providers” are in the
space, but are relatively small.
!
Market lacks differentiation, and
many key vendors are shrinking.
!
Market may show a shrinking
space
5.75
Acxiom
5.25
Epsilon
Experian
InfoGroup
Price
4.75
4.25
Merkle / Cognitive
3.75
Printers
Solution Set
►
3.25
Web Decisions
2.75
4.25
4.75
5.25
5.75
6.25
!
6.75
7.25
7.75
Zero sum with the growing
and shrinking vendors
Experian is in a dire spot
8.25
© 2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
►
Undifferentiated
►
Perceived Customer Value
Losing share
6

9. The Price Value Map Scoring Matrix
Most Important Attributes
Customer
Importance
Ranking
Experia
Acxiom
n
Merkle /
Solution
Web InfoGro
Cognitiv
Set
Decisions up
e
Epsilon
Printers
( weights must
sum to 100 )
Speed
15%
6.0
Accuracy
8%
7.0
Service
20%
7.0
5%
7.0
Client Experience
10%
5.0
Innovation & Thought
Leadership
10%
5.0
Flexibility
10%
6.0
Expertise
7%
7.0
5%
Brand
Dollar Price (in Millons)
Prices as % of DCLK
Total Score
© 2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
10%
6.0
7.0
7.0
7.0
Acxiom
Epsilon
8.0
5.0
100%
$
75,000
5.20
100%
6.40
6.47
ppt DP
6.40
6.47
$
7.0
104%
6.95
6.95
7.0
$
7.0
95%
30,000
8.02
7.0
7.0
5.0
6.0
5.0
6.0
6.0
5.0
6.0
Merkle /
Web Decisions
Cognitive7.0
5.0
$ 60,000
3.50
8.0
8.02
5.0
8.0
Solution Set
7.0
40,000
4.75
8.0
7.0
6.0
8.0
6.0
7.0
7.0
7.0
7.0
9.0
6.0
6.0
8.0
5.00
7.0
6.0
7.0
7.0
8.0
6.0
Experian
$ 40,000
Company Revenue ($000's)
7.0
6.0
6.0
9.0
7.0
6.0
7.0
7.0
6.0
7.0
8.0
7.0
6.0
8.0
Performance (Match Rates)
Breadth of Competitive Pricing Analysis
Services
7.0
4.50
70%
6.69
6.69
7.0
90%
$
6,000
3.00
5.88
5.88
4.0
60%
6.0
5.0
6.0
5.0
5.0
5.0
5.0
5.0
InfoGroup
Printers
6.0
$ 30,000
4.75
5.0
6.03
6.03
6.0
$
95%
20,000
3.50
75.0
5.40
5.40
70%
7

10. • Lower
Technology
costs
• Shift to Digital
Marketing
• Increased
Throughput
© 2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
• Big Data
• New
Programming
Languages
• Increase Pace
through Agile
8

11. Our Day of Infamy

13. Challenges
• Fear
• Uncertainty
• Doubt

14. Closing slide
© 2013 Experian Information Solutions, Inc. All rights reserved.
Experian Public.
12