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© 2016 Experian Information Solutions, Inc. All rights reserved.
April 13, 2016
SHIFT HAPPENS.
How marketers are navigating their biggest challenges of 2016
2 © 2016 Experian Information Solutions, Inc. All rights reserved.
Bringing brands and customers closer together, every time.
Maximize the value of every
customer interaction
Inspire long-term brand
advocacy
Reach the right audiences
3 © 2016 Experian Information Solutions, Inc. All rights reserved.
Meet the presenters
Sal Tripi AVP, Digital Operations & Compliance
Publishers Clearing House
Spencer Kollas VP Global Deliverability
Experian Marketing Services
#ShiftHappens
State of the industry
#ShiftHappens
5 © 2016 Experian Information Solutions, Inc. All rights reserved.
Top challenges cited by enterprise marketers
1. Knowing our customers’ needs, wants and attitudes – 38% placed in top 3
2. Making our messages relevant/contextual – 33%
3. Making analytics actionable – 32%
4. Staying ahead of new marketing trends – 32%
5. Overcoming internal silos to center our programs around the customer – 30%
Source: Experian Marketing Services’ 2016 Digital Marketer Survey
#ShiftHappens
6 © 2016 Experian Information Solutions, Inc. All rights reserved.
To do this…
1. Knowing our customers’ needs, wants and attitudes – 38% placed in top 3
#ShiftHappens
You need a single customer view.
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You need a single customer view.
12%
12%
12%
15%
18%
11%
14%
14%
14%
16%
13%
14%
15%
14%
12%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Timeliness of data
Inability to integrate multiple data sources andtechnologies
Technology to house and collect customer data
Access to data from across the organization
Technology to integrate customer data points in realtime
Top challenges to creating a single customer view
Rank 1 Rank 2 Rank 3Source: Experian Marketing Services’ 2016 Digital Marketer Survey
8 © 2016 Experian Information Solutions, Inc. All rights reserved.
Today’s customers are already cross-channel
Awareness Interest Desire Acquisition Channels
Promotion
Catalog
Weekly newsletter
Loyalty capture
Community promotion
Postcard
Local discount
Display banner Retarget offer
Free shipping
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It’s the same customer App Chrome Safari
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The consumer recognition continuum
Anonymous / Partial view Authenticated / Single customer view
Devices
Applications
Subscriptions
Commerce
Service
The next big
channel
• Android ID
• IDFA
• IP Address
• FBID
• Apple ID
• Twitter ID
• Cookie
• Physical address
• Phone
• Name
• Address
• Credit card
• Customer care service history
• Purchase history
• Loyalty program
• Game Systems
• Wearables
• TBD!
?
?
?
?
?
11 © 2016 Experian Information Solutions, Inc. All rights reserved.
Get your priorities straight Enterprise marketers’ top priorities for 2016
Source: Experian Marketing Services’ 2016 Digital Marketer Survey
3%
11%
9%
16%
12%
18%
12%
19%
1%
13%
10%
12%
13%
15%
17%
18%
3%
11%
18%
12%
15%
8%
16%
16%
Other
Investing in analytics to optimize customer interactions
Collecting, managing and linking data
Investing in tools to accurately track and allocate revenue
Delivering real-time, contextually relevant experiences
Facilitating more alignment between departments in ourorganization
Enhancing our knowledge of customer needs, attitudes andmotivations
Integrating technology to automate, orchestrate and managecross-channel interactions
Rank 1 Rank 2 Rank 3
CASE STUDY
Publishers Clearing House
#ShiftHappens
13 © 2016 Experian Information Solutions, Inc. All rights reserved.
Direct Mail
Website
Social Media
Apps
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DATA DATA DATA DATA
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Welcome back
Hi guest Hi John
You’re a VIP For new guests
For loyal customers
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Leaning into the shift
PEOPLE
DATA
PARTNERS
TECHNOLOGY
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Understanding our customers
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Understanding our customers
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20 © 2016 Experian Information Solutions, Inc. All rights reserved.
P
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3B+ EMAILS
250M DIRECT MAIL
4M+
FACEBOOK FANS
100M+ FIRST PARTY PROFILES
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© 2016 Experian Information Solutions, Inc. All rights reserved.
Results
MOBILE COMMERCE 100%
LIFETIME VALUE 12%
CLICK RATES 2x INDUSTRY
AVERAGE
© 2016 Experian Information Solutions, Inc. All rights reserved. 24
Questions?
Download the full 2016
Digital Marketer Report!
ex.pn/ShiftHappens
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