More and more, data is becoming one of your greatest corporate assets. How you collect, manage and then leverage it can make or break your success now and in the future. Publicis Sapient’s client, H&R Block, understands this first hand. In the highly regulated world of financial services, a forward-looking data strategy and a solid grounding in privacy and governance, is a vital component of this leading brand’s strategy.

1. H&R Block: Driving Real Impact With Data
Jesse Wilson – Manager, Data Science and Analytics, Publicis Sapient
May 15, 2019

2. Agenda
1. Tax Category Background and History of Data and Marketing at H&R Block
2. How H&R Block is Driving Real Business Impact
3. How to Evolve Your Strategy and Build a Roadmap for Success
4. Q&A
3

3. IRS Returns Received, Cumulative
4
142M
145M
148M 148M
150M
151M
153M 153M 153M
20152010 2011 2012 2013 2014 2016 2017 2018

4. H&R Block is the Only Tax Preparer with Significant Presence Online and in
Retail
5

5. Deliberate Investment in Data and Measurement
6
2010 2015
Offer-based media
tests and control to
determine lift
Launched MTA with
new vendor
Implemented
incrementality testing
Seasonality-based A/B testing
in online and offline channels
Pushed first-party segments
across all applicable media to
drive new customers
Implemented
Audience Manager
for first-party
segment activation
Media mix
modeling
Launched programmatic
Seasonality-based A/B
testing in offline channels
Cross-channel
media analyses

6. 2010
Deliberate Investment in Data and Measurement
7
2015
Began activating on DMP
log files incorporated into
custom marketing data
warehouse
Implemented
Audience Manager
for first-party
segment activation
Stitching together offline
and online data sets to
begin to market to
consumers based on
identity
CRM
Data
Site Data
(Adobe
Analytics)
Media
Data
Data Management
Platform

7. Need for Customer Data Platform Was Borne Out of Cross Channel Media
Questions
8
Needed a data structure more flexible and conducive to custom analyses
Needed to connect to properties in a way that is conducive to closed loop
measurement
Needed to engage with individual ad-tech and mar-tech vendors that

8. Key Business Questions
9
Sophistication →
MediaPrecision→
How does do high
impact media efforts
and direct response
media efforts
compliment each other?
What distinctions
exists among
different types of
converters who come
to H&R Block?
How can we
comprehensively
tie online media
experiences to
offline
conversions?
What is the impact of
delivering
personalized site
content vs. a generic
experience?
What attributes do we
know about our existing
client base and what
audiences represent
growth opportunities?

9. Single View of Customer and Activation Points
10
User IDs Implemented Audience Manager for first-party segment activation
Traits Understanding the digital touchpoints associated with his or her behavior
Segments Building appropriate audience segments based on like behavior
Parameters Capturing additional information to round out understanding of the customer

10. 2010
Build Connectivity Between Data Partners
11
Built identity linkages between
different platforms
CRM
Data
Site
Data
Media
Data
Email
Data
Publisher
Data
Implemented technical
requirements to pass identity
from one platform to another
Ingested data at the most
granular level possible

11. Use Case: Media Targeting
12
Suppressing
Loyal Clients
Targeting
High Value
Prospects
Incremental
Clients Across
Retail and
Online
Channels

12. Use Case: Site Personalization
13
Saw Upper Funnel Ad
Saw Retargeting Ad
Visited Site
Engaged with
Ad
Searched on Keyword
Delivered Personalized
Site Content
Visited Site,
Did Not Convert
Received E-mail
Began Lead Process
Converted

13. H&R Block’s Roadmap for Success
14
Define data strategy and data needs from all martech vendors
Identify partners and solutions to activate data vision
Leverage data to drive a single view of the consumer for activation use cases
Continue to refine processes for test and learn

14. Q&A
15