Using Data-Driven Decisions to Enhance Cross-Channel Marketing As digital communication evolves so does the need to reassess how online and offline data work to achieve long-and-short-term goals. Hear tips and tactics on how to strategize and execute a cross-channel campaign. * Jan Jindra, Sr. Product Marketing Manager, Experian Marketing Services (@hitwise_us)

1. 1 Online Marketing Summit New York City | July 9, 2010 Using Data-Driven decisions to Enhance Cross-Channel Marketing: Jan JindraSr. Product ManagerExperian Marketing Services

3. Great data is essential given this evolution

4. Marketing effectiveness and accountability are top priorities for marketers in 2010

5. Today we’ll cover how today’s consumers:

6. Interact with digital media

7. Which channels they prefer

8. Their demographics

10. Email is the most preferred messaging channel across all age groups

11. Older groups continue to look to traditional media (television, books) while young consumers rely on their mobile phones Media they can’t live without, by age

13. The majority of searches continue to take place on Google, followed by Yahoo! Search and Bing

14. Many searches are branded/navigational and comprised of only 1-2 keywords

15. Consumers start offline shopping trips while online at home Searches for store locators and printable coupons

17. Young adults use all channels, with TXT MSG being the most popular

18. Adults aged 50+ clearly prefer email messaging

19. 53% of online adults are very likely/likely to open email containing promotions/coupons

20. In 2009, emails promoting in-store visits increased by 50 percent YOYSent or received in the last 30 days, by age

22. Increased use of terms ‘you/your’ shows higher emphasis on personal relationships

24. This age group is most comfortable shopping online and indicate that the Internet has changed the way they shop

25. Interestingly, younger consumers appreciate emails about new products and services more than older consumersAttitudes towards online shopping and the Internet, by age

27. Understanding offline trends, utilizing data acquisition/ cleansing/storage best practices can prove valuable for even the most digitally attuned businesses

28. USPS study indicates consumers who received a catalog spent 28 percent more on the retailer’s site than those who did not receive a catalogChange in volumes by mail class (Indicated by the United States Postal Service)

30. 76% consumers 18-24 text weekly

31. 65% consumers 25-34 text weekly

32. 52% consumers 35-44 text weekly

34. Spending for mobile advertising isstarting to take off U.S. mobile advertising spending ($ millions) Source: eMarketer, February 2009

36. Only half of businesses say that they trust their data in terms of it being clean, accurate and up-to-date, according to a recent survey conducted by Experian QAS

37. Use verification tools that prompt user to complete missing details and comply with formatting standardsProblem:Incorrect addresses hurt their ability to fulfill orders promptly Solution: Installed real-time address verification at point of entry Result: Reduced costs associated with incorrect addresses by 2/3 and increased on-time deliveries. Improved customer satisfaction levels

41. Household

43. Behavioral

44. Transactional

45. Geo-summarizedName Mobile Emailaddress 2 Address IPaddress ZIP Code™ ZIP®, email, name Phone IP address

46. ZIP CodeTMmatch IP address Limited personalinformation (name,address, phone,email) Individual HH orZIP CodeTM match Personal and accountinformation (name,address, phone, email,account number) Individual oraccount match Leveraging the Internet to acquire customersVisitors coming directly to your Web site Identification informationavailable Unknown Matchingscheme Browsers Visitors Leads Customers Known The more information obtained, the more precise the ability to serve with relevance

47. Regardless of the targeting level, channel, or data source, we can continue to use a wide range of targeting tools Targeting criteria What is my target? What do they look like? What is the most appropriate offer, message, content, pricing? Who’s likely to say yes to my offer? Who will be profitable? What is their expected value? Who’s at risk? Targeting tools Response models Value models, profitability models Profile (“look a like”) models Retention / churn models Segmentations / profiles

49. Product propensities

50. MOSAIC® group

51. TrueTouchSM touch-point

52. Other custom segments and dataUnder 10 m/s response time IP Address: 66.249.67.226

54. Experian models / segmentations

55. Offer / Content recommendation

56. Demographics

57. Life events

58. Behavioral data

59. Individual data

60. Household data

62. What is the most appropriate offer, message, content, pricing? Who’s likely to say yes to my offer?

63. What do my visitors look like?

65. Response / value models

66. Profiles

67. Individual level vs. geo level

68. Consumer Compiled Data

69. Summarized credit / automotive

70. Syndicated Market Research data

71. Click stream data / purchase data

72. Client data – contact history, purchase history, usage, performanceData leveraged

74. What is the most appropriate offer, message, content, pricing? Who’s likely to say yes to my offer?

75. What do individuals that open / click / purchases look like?

76. What is the most appropriate cadence, sequence?

78. Market Basket using dynamic content

80. Summarized credit / automotive

81. Email contact history – Open / click / purchase data

83. What is the most appropriate offer, message, content, pricing? Who’s likely to say yes to my offer?

84. What mobile tactic should I use?

85. What is the most appropriate cadence, sequence?

87. Response / value models

88. Acquisition, up-sell, cross-sell, retention models

90. Summarized Credit / Automotive

91. Syndicated Market Research data

92. Response/ usage / purchase data

94. Know thy digital consumer Target and engage your customers across the marketing ecosystem using critical competencies: Data Analytics Platforms Unparalleled data assets that give a 360º customer view Experian Simmons Experian Hitwise ConsumerView Consumer Data Strategic, data-driven expertise to optimize & grow programs Experian Marketing Analytics Technology to target, segment & engage across channels Experian CheetahMail Experian QAS Digital Advertising LP/Database

95. Summary Marketers are moving to the digital world quickly – Growth is phenomenal The competition is moving to the digital world – Marketing dollars are pouring in We can help marketers be successful by leveraging our key assets Data Analytics Knowledge

97. 402-473-4865 Websiteexperian.com/marketingservices Twittertwitter.com/experianmkt Facebookfacebook.com/experianmarketingservices 25 Thank You

98. 26 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit