Developing and Executing a Global Data Strategy March 16, 2010

Equifax Confidential and Proprietary

Developing and Executing a Global Data Strategy

March 16, 2010


Agenda

Equifax OverviewDefining Data Strategy Executing Data StrategyClosing CommentsQuestions and Answers

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Equifax Overview


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Equifax Quick Facts

$1.8 billion global leader in information solutions

Member of S&P 500

Spans 15 countries

NYSE symbol- EFX

Headquartered in Atlanta with 6,500 employees

Maintains one of the largest sources of data–310M consumers,100M businesses worldwide,190M employee files


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International

Commercial

Information Solutions

Consumer Information Solutions

Personal Informatio

n Solutions

Workforce Solutions

DELIVER UNIQUE SOLUTIONS…

Equifax Corporate Organization

Risk ManagementMarketing Collections

…TO MEET CUSTOMER NEEDS

Enabling TechnologyInformation Analytics &

Insight

Employment Verification


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Increase Technology Services & Analytical Services penetration

• Customer intimacy• New Product Innovation

• Value-based pricing• Actionable account

planning

A Resilient Growth Strategy

Target emerging opportunities

Greater share-of-wallet and penetration

Invest in data sources

that differentiate

• Enhanced decision systems and analytics

• Increase mix of transactions delivered

through Enabling Technologies

• Robust commercial data file

• Positive credit data globally

• Increase employment records in The Work

Number (TALX)• New non-credit data

• New vertical markets • Geographic market

expansion• New applications of

existing data


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Equifax Data Assets

Wealth/AssetData

ExternalData

Telephone& Utility

Data Identification& Linking

Data

Fraud &Authentication

Data

Income & Employment

Data

SecuritiesCompliance

Data

TelephoneNumbers

CoreCreditData

Credit Inquiries

CommercialData

Demographic/FirmographicsCorporate

Linkage

MicroFinance


Why Data Strategy?

Grow revenues and profitsEstablish competitive advantagesCreate global consistency

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Data Strategy Defined

Our Data Strategy focuses on generating revenue growth by acquiring and leveraging data sources that differentiate us. The Data Strategy tells us what data is needed, why the data is needed and how that data will be acquired and integrated in solutions. Our Data Strategy is an integral part of the Equifax Growth Strategy.

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Data Strategy Themes

Focus on customer problems and market needsLeverage our existing dataAcquire new data to create differentiation/fill gapsUse analytics to assess data valueEstablish data management, quality, integration and governance standardsCreate a Data ROI modelLeverage best practices globally

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Our Template Provides the Data Strategy Framework

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Customer Need Data Need Integration Strategy Buy, Build or Purchase Customers Addressed Competitive Scenario Revenue Impact Priority

Industry Behind Competition High High

Regional Ahead of Competition Low Low

What data is needed to solve the customer

problem?

What is the customer problem being

solved?

How will the data be integrated to make it useable for products

and analytics? Dependencies?

Buy the data company/M&A, Build the data ourselves or Purchase from a data

company

Parity w/Competition Mediium MediiumTop 20


Data Strategy Example

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Customer Need Data Need Integration

StrategyBuy, Build or

PurchaseCustomers Addressed

Competitive Scenario

Revenue Impact Priority

•Financial Services

companies need to

understand a consumer’s

“ability to pay” for better risk

decisions

•Consumer Credit data

•Income/ Employment

data

•Asset/Wealth data

•Property data

•Commercial Credit data

•Telco/Utilities data

•Macroeconomic data

Create a data integration platform to

house and link key data

sources for a full view of a

consumer

•Leverage existing data

•Build Telco/Utility Exchanges

•Acquired TALX and IXI

•License 3rd-party data sources

Financial Services

Ahead of Competition High High


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Consumer Liabilities Consumer Income

Consumer Assets

Consumer and commercial credit

Telco/Utilitypayment data

Income and employment data

Macroeconomic data Capacity score

Assets and wealth Property data

Credit Capacity

Collateral

A core data strategy emerged around a 360º financial view of an individual


Leveraging Data Assets is a Key Data Strategy

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Data Asset Current Uses Expanded Uses

Property Data Direct Marketing Consumer Risk, ID/Fraud

Small Business Credit Commercial Risk Consumer Risk for Small Business Owners

Employment /Income Data Verifications, Collections Consumer Risk, Account

Management, ID/Fraud


Challenges and Solutions

Category Challenges Solution

PEOPLEData functions are fragmented with inconsistent roles, responsibilities, decision right and skill sets

Dedicated Data Leaders in each business unit empowered to execute data initiatives

TECHNOLOGYData exists in application silos and legacy systems and is not optimized for use across applications

Systems and processes to store, integrate and leverage data across multiple applications

PROCESSData is not governed as an asset resulting in sub-optimal data usage, data inconsistencies and operational inefficiencies

Corporate Data Governance Council with clear decision rights to develop data use policies and standards

DATA VALUE Value of data is unclear and hard to measure

Tools to understand data value and ROI resulting in better and faster data decisions

DATA QUALITY/ METRICS Inconsistent tool, practices and metrics Implement better tools, standard data

quality metrics and best practices

COMPANY SUPPORT Priorities are not aligned Establish priorities at Business Unit and Corporate levels and fully communicate

FUNDING/RESOURCES Funding is internally competitive Show ROI to fund investments or drive down the cost of data to self-fund initiatives

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Execution of Data Strategy

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Create a Global Data Center of Excellence

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Data Sandbox

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Data Integration Framework

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Example: Data Strategy Dashboard

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Wealth/Asset data Credit Risk Jackson 12/31/2010 Yes

Property data Credit Risk Jones 11/30/2010 No

Employment/ Income data

Credit Risk, Credit Marketing Edwards 9/30/2010 Yes

Commercial Credit Data Credit Risk Carter 3/31/2010 Yes

Not StartedCautionLegend: On Track Completed

Financial Services companies need to understand a

consumer's "ability to pay" for better risk decisions

At Risk

OwnerDid we hit milestones

this month?*Data Need Targeted

End DateLine(s) of BusinessCustomer Need

Projects/Initiatives


Education and CommunicationCommunications PlanData Inventories accessed through IntranetTown Hall MeetingsData Innovation ContestsStatus MeetingsInternal Publications

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Knowledge Transfer Networking Communities leverage expertise globally

Representation from Data, Product and Sales across all countries and business unitsExchange of ideas, best practices and processes through weekly conference calls and shared intranet siteBreak down of silos across multiple languages“Shamelessly steal” ideas

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How We Measure Our Success

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Data Acquisition Best Practice


Data ROI Best Practice


Data Assessment of Each Business Unit

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Final ThoughtsThe data strategy is an integral part of the growth strategyThemes must be defined to provide focus and address customer needsChallenges/solutions must be identified and implemented Data investments must be supported by ROIExecution requires: Executive support Owners of the initiatives Resources/Tools Best Practices

Data Strategy is a on-going, company-wide process - not a single activity

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Questions and Answers

Documents

Developing and Executing a Global Data Strategy March 16, 2010