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©2014 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. Customer acquisitions in a changing digital landscape Cherian Abraham Experian Mara Nicholl Experian #vision2014

Vision 2014: Customer Acquisitions in a Changing Digital Landscape

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Learn how to maximize conversions in on-line and mobile channels by analyzing rich customer and device data to solve for emerging challenges around targeting, ID verification and pre-qualification.

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Page 1: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

© 2014 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.

Customer acquisitions in a changing digital landscape

Cherian Abraham Experian

Mara Nicholl Experian

#vision2014

Page 2: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

2 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Industry update

Cherian Abraham

Page 3: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

3 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Which channel has all the growth?

Page 4: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

4 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Digital acquisitions is going gangbusters

Page 5: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

5 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Evolving customer preferences

Page 6: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

6 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Customers have a polygamous relationship with devices

Page 7: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

7 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

TV no longer commands exclusivity

Page 8: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

8 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Customers move across devices during the day

Page 9: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

9 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Challenges

A captive but fickle audience that expects a full-service channel

A requirement to authenticate through an imperfect channel

A channel that brings “context” to top of the pile

A channel that is uncompromising when it comes to customer centricity

A channel that is diverse – devices, ecosystems, gatekeepers, technologies

Mobile customer experience Opportunities and challenges

Page 10: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

10 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Recommendations

Solving for customer anonymity by answering identity – downstream

Optimize the acquisitions flow based on device strategy

Reduce steps; reduce friction

Ask less

Balance risk mitigation and customer experience = optimal approach

Cross-device identity resolution

Mobile customer experience Opportunities and challenges

Page 11: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

11 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Why would you care?

Consistent experience across channel, across devices

Optimizing brings context, relevance and customer value

Friction and fragmentation leads to consumer frustration and abandonment

One view of customer forces you in to clarity of purpose in customer interactions

A holistic view of the customer leads to better capabilities around authentication

Mobile customer experience Opportunities and challenges

Page 12: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

12 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Rethinking digital

Mara Nicholl

Page 13: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

13 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Consumers expectations are changing

74% of online consumers get frustrated

with websites when content has nothing

to do with their interests “

” – 2013 Online Personal Experience study by Janrain

Page 14: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

14 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Meet Dan

What you’ve seen before…

Meet Becca

798

VantageScore®

610

VantageScore®

Page 15: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

15 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

How do you customize their experience?

We have great rates

on credit cards!

Page 16: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

16 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Becca Dan

One-to-one multi-channel campaigns

Direct match display

Video pre-roll

Direct match mobile

Direct match display

Addressable TV

Direct mail

Page 17: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

17 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Ultimately they both end up in the same place

Page 18: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

18 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Page 19: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

19 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Page 20: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

20 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Page 21: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

21 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Page 22: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

22 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Page 23: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

23 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

What you saw was an Experian end-to-end data-driven solution

Experian

Find your audience

Reach your

customers

Authentication Credit

qualified offers

Measure results

Page 24: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

24 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Convert Web traffic

Client CRM system

Cookie match file

Present ad

Initial ad engagement

Create look-a-like file

Client Website

Consumer consents for

soft inquiry

File OneSM

credit data

We have best-fit

options for you!

Organic search

Page 25: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

25 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

NEW! Utilize your prescreen file to increase efficiency

No

File OneSM

We have best-fit

options for you!

Prescreened mail file

Cookie match file

Present ad

Initial ad engagement

Client CRM system

Initial ad engagement

Client Website

Consumer consents

for pre-approval

Checks

prescreened list

Organic search

You’re

pre-approved!

Yes

Page 26: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

26 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

It’s not just about click through rates…

The average click through rate of display ads is 0.1%

“Clickers” are very different from “buyers”

Incorporate client degradation rates into success metrics

A truly optimized digital acquisition strategy measures success by the number of consumers diverted to the site and credit qualified leads

Rethinking success metrics

“You are more likely

to survive a plane

crash than click on

a banner ad” -

Solve Media

Page 27: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

27 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Matching promotions with responses or purchase

Advertising exposure data XYZ bank CRM

Customer contacts XYZ Bank to

begin the loan process through

the Website or by calling

Linkage

and

attribution

Reporting

interface

Direct Mail, Emails,

display ads, and TV

ad viewed

Page 28: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

28 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Optimized experience

Managing risk

Authentication

High quality traffic to your website

Targeting the right audience

Display only best-fit credit products

Page 29: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

29 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Are you ready for digital acquisition?

What do your charge-offs look like for

ITA vs. Credit

What does your cost of account look

like at booking?

Do you buy media on

large platform advertisers?

Looking to link cross channel

acquisition marketing?

Are you concerned

about adverse select?

Do you want to prospect

online?

Do you want to increase online loan conversion

rates?

Are you looking to

grow online loan

applications?

Page 30: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

30 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

Experian making it happen

Increasingly

effective

Leverage current online advertising strategies by

layering on Experian data at no cost

Leverage your prescreened mail file to re-present mail

offers to prospects more likely to respond online

Increasingly

efficient

Engage consumers across multiple channels when they

are ready to buy

Present credit-qualified offers to improve application

completion rates by 40%

Single

source

The only bureau able to offer targeted digital advertising

capabilities and robust credit decisioning tools for an

integrated data driven strategy

Page 31: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

31 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

For additional information, please contact:

[email protected]

[email protected]

Hear the latest from Vision 2014

in the Daily Roundup:

www.experian.com/vision/blog

@ExperianVision | #vision2014

Follow us on Twitter

Page 32: Vision 2014: Customer Acquisitions in a Changing Digital Landscape

32 © 2014 Experian Information Solutions, Inc. All rights reserved. Experian Public.

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