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© 2013 Experian Limited. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Limited.
Other products and company names mentioned may be the trademarks of their respective owners. No part of this copyrighted work may be
reproduced, modified, or distributed in any form or manner without prior written permission of Experian Limited.
Experian Public.
The Age of Big Data & The Modern Marketer
James Murray, Digital Insight Manager
SES London February 2013
2 © 2013 Experian Limited. All rights reserved.
Experian Public.
3 © 2013 Experian Limited. All rights reserved.
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Big data is causing headaches for lots of businesses
The challenge is to link back as much information as possible to an
individual creating a Single Customer View.
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For those of you still thinking about 15 petabytes
200 years of continuous HD video
The total hard drive capacity of all
computers made in 1996
30% of the entire written
works of mankind
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But it needs to be linked to make sense
What we know and will know about consumers is changing
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Data linkage - Best guesses don’t always work
The same pieces can tell totally different stories if not combined in a cohesive
and consistent manner !
7
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Question
What was the most
searched for gift this
Christmas?
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Onesies!
Image Source: http://www.independent.co.uk/voices/iv-drip/onesies-voted-worst-fashion-trend-of-2012-8381694.html
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How do people search for Onesies online?
Most popular animal onesies
5% 12%
12% of Onesie searches included the word ‘men’ or ‘mens’ more than twice as
many searches which included the word ‘womens’
or ‘ladies’
Source: Experian Hitwise data 12 weeks ending 8 December 2012. Wordcloud created in Tagxedo.
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Question
Which month of the year
do people search for
contact lenses the most?
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Why would people search for contact lenses in October?
13 Image source: http://trueslant.com/michaelshermer/2010/06/09/everybody-lies-why/
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Cognitive dissonance – we lie to make ourselves look good
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The search bar doesn’t judge you
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How to searches
Source: Experian Hitwise data 12 weeks ending 12 January2013. Wordcloud created in Tagxedo.
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If you can’t trust people, you can trust data
“In God we Trust...
...All others bring data” Dr. W. Edwards Deming
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Demographic data and multi-channel segmentation Introducing Experian’s segmentation solution
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Example audiences we could create
People travelling to
New York Social shoppers
People living near
your stores Early adopters
First time mothers Healthy eaters
People with 3 or more
cars
London commuters
Recent retirees Basket abandoners
NB: Audiences modelled on anonymised consumer data from Experian Hitwise and MOSAIC
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Family Travellers & Luxury Travellers Defining unique segments
Luxury Travellers Family Travellers
Online behavioural based
segment defined by people
searching for family holidays
or making a visit to a family
travel website such as:
Online behavioural based
segment defined by people
searching for luxury holidays
or making a visit to a luxury
travel website such as:
• Disneyland Paris
• Butlins
• Away with the Kids
• Budget Family Breaks
• Tots Too
• Secret Escapes
• Voyage Prive
• Hayes & Jarvis
• Kuoni Travel
• Abercrombie & Kent
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Where do Luxury travellers want to fly to? Expensive city breaks and Middle East resorts
Luxury travellers are more likely to search for flights to city break destinations like Barcelona (10% more likely than the UK average) and
Rome (25%)
Luxury travellers are much less likely to search for cheap flights than the average consumer.
Source: Experian Hitwise data for 12 weeks ending 28 July 2012
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Where do Family Travellers want to fly to? Spanish destinations and the lure of Mickey Mouse
Family travellers are principally interested in
resorts in Spain.
Malaga (+17%) and Tenerife (+14%) are firm
favourites.
With the attraction of Disney World family
travellers are 20% more likely than the average consumer to search for
flights to Florida.
Source: Experian Hitwise data for 12 weeks ending 28 July 2012
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Where in the UK are Family and Luxury Travellers? Luxury travellers skew towards London and the South
Family Travellers Luxury Travellers
Source: Experian Hitwise data for 12 weeks ending 28 July 2012. Maps drawn using Tableau.
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Which channels work best for audience targeting? Family travellers respond better to search and social than Luxury travellers
Family travellers are more engaged on social media
Luxury travellers are 12% more likely than Family
travellers to click through from an email
Source: Experian Hitwise data for 12 weeks ending 28 July 2012.
25 © 2013 Experian Limited. All rights reserved.
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Dr Who
Big Brother
Emmerdale
Biggest Loser
Pointless
The Only Way is Essex
Coronation Street
Deal or No Deal
Primeval
Hollyoaks
This Morning
More
Likely
Less
Likely
TV Shows searched for
What do family travellers watch on TV? What are people going to “Like” on Facebook?
Facebook advertising can become a lot more targeted and achieve higher CTR if
you know what your audience likes.
Coupled with demographics and lifestyle data an ideal target for family travel ads
would be 35-45 males, living in North West England who “Like” Emmerdale.
Data source: Experian Hitwise for 12 weeks ending 28 July 2012. TV shows are ranked by Index how likely family travellers
are to search for the show compared to the UK population average.
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Key Takeaways
There is no shortage of
big data but being able to
link disparate data sets together is a key challenge for
businesses
Big data is all about
understanding the
customer. Armed with this
knowledge you can start to be a
lot smarter about how you
target and interact
with them
Data is pointless
Insight is everything
Everybody Lies …just get used to that
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Meet Lucy to find out more about how Experian brings together big data
www.experian.co.uk/lucy
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Experian Public. 28 © 2012 Experian Limited. All rights reserved.
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Check out our websites
http://www.hitwise.com/uk
http://www.cheetahmail.co.uk
And Twitter:
@Hitwise_UK
@ExperianMtg
Or email me directly:
