Consumer insights through big data analytics

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Big Data PracticeConsumer Insights through Big Data Analytics

Chee-Chan Keng

Head of Product DevelopmentExperian Marketing Services (Hitwise)

26th February 2014

222©2014 Experian Inc. All rights reserved.

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Experian|

Experian Marketing Services|

Hitwise

Who We Are


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300+ staffs in Cyberjaya

CreditServices

DecisionAnalytics

MarketingServices

ConsumerServices

Consumer creditBusiness information

Transaction processingAutomotive servicesInsurance services

Credit analytics anddecision support

softwareFraud solutions

Data and data managementResearch services

Digital servicesBusiness strategies

Consumer direct servicesLead generation

Experian, a $4.7 billion (USD) information solutions provider listed on the London Stock Exchange

Experian Overview


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Target Engage Convert

About Experian & Marketing Services

Experian is the leader in global

information services

17,000 employees in 40 countries

servicing over 100,000 clients

Marketing Services - Sales of US $1

billion

Marketing Services - CheetahMail, MIS, Mosaic, Simmons,

QAS, Hitwise

Helps marketers through consumer insights, targeting, and cross-channel

marketing

A Selection of the 1,500+ Companies associated with Experian Marketing Services


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Experian Hitwise

Experian Hitwise is the leading competitive intelligence service, giving marketers a competitive advantage when planning, monitoring and measuring marketing campaigns

Leverages partnerships with multiple ISPs and Opt-In Panels to monitor consumer behaviour as they visit online websites – every day

25 million Internet users (10m in the US) ► The largest sample measured every day

1,000,000+ online businesses

160+ industry categories

Methodology and data audited by PricewaterhouseCoopers


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Marketing CampaignsThe challenge to target the right audience segments


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Audience Segmentation

Consumer Insights through the world’s largest sample of Internet users


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► Target and profile segments that present the best opportunity for growth now and in the future Audience Segmentation

► Engage consumers with compelling messaging, media mix and timing

► Convert more visitors having attracted more qualified audience

Target, Engage, Convert


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Identify and Profile Your

Best CustomerFind More of

Them

Understand Everything

You Can about them

Getting your Target audience in sight


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Segmentation – Multiple layered data matching

Custom segmentation, demographics and lifestyle analysis

Identify and interact with your audience


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Hitwise – Big Data Technology


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What it takes to maintain world's largest sample of online consumer behavior

Infrastructure

• 1000+ Cores• 7TB+ RAM• 850TB+ Storage

Hadoop Cluster

• 60TB in Hadoop• 24 billion rows in largest table• 190 billion row Data Mart

Processed output per

day

• 4 TB data• 6 billion URLs• 400 million domains


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Data w

areho

use

Presen

tation

Data P

rocessin

g

Latest Technologies Stack


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Benefits of Hadoop

• Cluster setup and scalable.

• Parallel processing.

• Output is platform independent.


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Benefits of Greenplum

• Cluster setup and scalable.

• Parallel processing.

• Data is partitioned.

• Schema is OLAP friendly.


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Why Tableau

• Cluster setup

• Drag and drop

• No programming required

• In-memory database

• Tons of stunning visualization


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Gartner Magic Quadrant for BI Platform 2014

• Leader in "Ability to Execute".

• Tableau is easy to use and fast to deploy business intelligence software that virtually anyone can use.

• People easily create and share reports, dashboards and visualizations all within the dictates and protocols of IT.

• Tableau content is even automatically optimized for mobile users.


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Good Stuff for technology stack

• Scalable

• Better performance

• Speed to market

• Support Services


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Hitwise Consumer InsightsCase Study


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Example 1

Online Travel Agency:

The client was interested in identifying travel preferences and needs of three customer segments. Aim was to then design bespoke

targeting messages that would cater to each segment’s individual requirements and liking.

Hitwise Case Study 1Insights Driven Marketing Messages


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Segment DefinitionsIdentify high value segments using first party data and find lookalikes

These three segments were defined within Hitwise data warehouse and their behaviour was analysed against average online UK population (i.e. everyone in the sample)

Group O

Group B

Group A


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Group A• Domestic

• London• Edinburgh• Glasgow

• International• Paris• Dubai• Barcelona• Rome• Venice

Group B• Domestic

• Manchester• York• Edinburgh

• International• France• Spain• Italy• Dubai• Australia

Group O• Domestic

• London• Edinburgh• Glasgow

• International• Paris• Amsterdam• Dubai• Berlin• Singapore

DestinationsUnderstand popular destinations searched by each Group


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Travel Searches – SummaryIdentify specialised travel needs and travel themes

Group A Group B Group O

luxury

restaurant

family

flights

hotels

deal

holidays

all inclusive

cheap

Likelihood of searching for specific travel related themes

Less Likely

More Likely


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Bespoke Email Illustration Designed for Group BDesign personalized communication

Destinations

Keywords

Keywords


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Example 2

Photo Products Company:

The client was interested in understanding differences in behaviours of frequent and infrequent visitors to its own website. It also wanted to

compare these two groups against those who visit competitors but don’t visit client's website. Analysis was done for multiple markets

Hitwise Case Study 2Insights Driven Product Strategy


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Excluding

Segment Definitions

Infrequent Visitors

Exclusive Competitor Visitors

Visitors to competitor websites

1 or 2 visits to Client’s website

3 or more visits to Client’s website

Frequent Visitors

1

2

3

These three segments were defined within Hitwise data warehouse and their behaviour was analysed against average online UK population (i.e. everyone in the sample)

Visitors to Client’s Website

Competitor

Websites

Client’s Website


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Product Popularity - UK

Exclusive Competitors Visitors

Infrequent Visitors

Frequent Visitors

30%

28%

28%

11%

15%

16%

15%

14%

15%

5%

6%

7%

2%

7%

6%

9%

6%

6%

6%

5%

4%

8%

4%

4%

5%

3%

2%

8%

12%

12%

CalendarsT-Shirt PrintingPhoto Books

Photo Phone Case Invitations

Photo Cards Business Cards

MugsCards

Other

Share of product related searches that drive traffic to the Competitive Set

Calendars are the most searched for

products by all three audience segments

– about 3 in 10 product searches are

calendar related

Photo cards are more popular for both

frequent and infrequent Client website

visitors but not so for the exclusive

competitor visitors

Photo books are more popular for

both Client segments than exclusive

competitor visitors

Exclusive competitor visitors are about

twice as likely to search for Business

Cards and T-Shirt Printing than the two

Client website visitor segments

Photo Phone Cases are 1.5 times more

popular amongst the exclusive competitor

visitors than the two Client website visitor

segments


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Exclusive Competitors Visitors

Infrequent Visitors

Frequent Visitors

4%

18%

28%

23%

20%

27%

17%

15%

9%

3%

7%

8%

15%

5%

6%

1%

2%

3%

11%

5%

2%

5%

7%

2%

12%

5%

2%

9%

15%

12%

Product Popularity - US

Photo Phone Case

Business Cards

Share of product related searches that drive traffic to the Competitive Set

Photo Cards

Photo Books

Calendars T Shirt Printing

InvitationsCards Gift & Presents

Other

Photo cards and cards are the most

searched for products by Client website

visitors - frequent visitors are more likely

to search for these than infrequent visitors

Calendars are more popular for both

Client segments than those who visit

competitor websites but don’t visit Client

website at all

Photo Phone Cases are 6x and 2.5x more

popular amongst the exclusive competitor

visitors than frequent and infrequent

visitors respectively

Exclusive competitor visitors are more

than twice as likely to search for T-Shirt

Printing and Business Cards than the two

Client website visitor segments (similar to

UK))

Invitations are about twice as popular

within the infrequent and exclusive

competitor visitors than the frequent

visitors


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Insights Driven Product Strategy

Photo books are more popular within Client visitors than Exclusive Competitor Visitors in all three markets. However, US is a completely different market as photo books are not as popular in general.

Photo Phone Cases, T-Shirt Printing and Business Cards are more popular amongst the exclusive competitor visitors than the two Client visitor segments - potential product gaps (common theme across both markets).


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Regional Distribution of Frequent Visitors Frequent visitors are more likely to be found on East coast of US

Frequent Visitors


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Big Data Practice – Closing Remarks

• Start with the problem that needs to be solved / outcome that needs to be achieved

Start with a problem

• It’s not only about data size and speedFocus on solution

• Big Data does not mean all data needs to be stored in one place onlyDistributed data

• Start with simple solution design and be ready to scale the design when neededBe agile

• Without proper processing and interpretation talents, Big Data is just taking up spaceActionable insights


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Questions?