© 2010 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 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 the prior written permission of Experian Information Solutions, Inc. Leverage Cross Channel Marketing to Engage with Customers on an Individual Level Stuart McKeown, Digital Product Manager, Experian Ben Moreau, Social Specialist, Experian

© 2010 Experian Information Solutions, Inc. All rights reserved. 2 Maximise engagement through the right digital strategy

© 2010 Experian Information Solutions, Inc. All rights reserved. 3 Engagement Framework …basis for understanding the customer’s journey TARGETING CAMPAIGN DESIGN OPTIMIZED OFFERS MODELING BEHAVIORAL ANALYSIS CONSUMER INSIGHTS SOCIAL MEDIA WEBSITES TV DIRECT MAIL CALL CENTER STORE SEARCH SYNDICATED INTEGRATED PROFILES

© 2010 Experian Information Solutions, Inc. All rights reserved. 4 The Marketing Sophistication Curve …how “engaged” is the retail marketplace as an example CHANNEL EXECUTION CHANNEL OPTIMISATION MULTI CHANNEL MARKETING CROSS CHANNEL OPTIMISATION file based list processing single channel, fire and forget faster cycle times Persisting results over time scoring, modeling, and advanced segmentation enabled across multiple platforms voice of customer per channel response attribution recognising channel preference personalised interaction consolidated view of customer revenue / outcome causation triggered and drip campaigns RETAIL BENCHMARK

© 2010 Experian Information Solutions, Inc. All rights reserved. 5 So … why the need for a digital marketing strategy? Name Address, Phone, Age Income Marital status Presence of children Lifestyle Life event triggers Media consumption Brand preference Web behavior Purchase history Attitudinal motivators ‘Big Data’ Channel Proliferation New Devices

© 2010 Experian Information Solutions, Inc. All rights reserved. 6 Maximise your engagement with individuals through and social

© 2010 Experian Information Solutions, Inc. All rights reserved. 7 Viral Marketing Social Media Dynamic Content Lifecycle Programs Reactivate Triggered Messages Remarketing Early Engagement Taking your program to the next level

© 2010 Experian Information Solutions, Inc. All rights reserved. 8 Social Media Dynamic Content Lifecycle Programs Reactivate Triggered Messages Remarketing Deliverability example Viral Marketing Early Engagement Taking your program to the next level

© 2010 Experian Information Solutions, Inc. All rights reserved. 9 Dynamic Content Lifecycle Programs Reactivate Triggered Messages Remarketing Viral Marketing Early Engagement Social Media Taking your program to the next level

© 2010 Experian Information Solutions, Inc. All rights reserved. 10 Lifecycle Programs Reactivate Triggered Messages Remarketing Early Engagement Viral Marketing Dynamic Content Social Media Taking your program to the next level

© 2010 Experian Information Solutions, Inc. All rights reserved. 11 Lifecycle Programs Reactivate Remarketing Dynamic Content Triggered Messages Viral Marketing Early Engagement Social Media Taking your program to the next level

© 2010 Experian Information Solutions, Inc. All rights reserved. 12 Reactivate Remarketing Dynamic content Triggered Messages Lifecycle Programs Viral Marketing Early Engagement Social Media Taking your program to the next level

© 2010 Experian Information Solutions, Inc. All rights reserved. 13 Remarketing Dynamic Content Triggered Messages Lifecycle Programs Reactivate Viral Marketing Early Engagement Social Media Taking your program to the next level

© 2010 Experian Information Solutions, Inc. All rights reserved. 14 Dynamic Content Lifecycle Programs Reactivate Triggered Messages Remarketing Viral Marketing Early Engagement Social Media Taking your program to the next level

© 2010 Experian Information Solutions, Inc. All rights reserved. 15 What’s trending locally and globally? What’s coming next ?

© 2010 Experian Information Solutions, Inc. All rights reserved. 16 Source: ‘The Future of Multichannel Marketing’ Experian Marketing Services 2011 Social and marketing spend on the rise

© 2010 Experian Information Solutions, Inc. All rights reserved. 17 Your audience is on social media 4 in 5 internet users visit social networks and blogs 50 percent of social media users say they check in to their favourite networks first thing in the morning In 2011 Australia led the global hours spent per person on social media at over 7 hours Source: Nielson, 2011

© 2010 Experian Information Solutions, Inc. All rights reserved. 18 Social commerce is growing  Sales via social commerce are expected to reach $30 billion within five years  45% of social media users are at least ‘somewhat’ comfortable providing credit card details through social media channels Source: Nielson, 2011 Source: Booz&Co Source: Digitas

© 2010 Experian Information Solutions, Inc. All rights reserved. 19 New channels of revenue Pinterest now at 11 million users worldwide (560k in Aus, up 90k on last month) Brands such as Etsy are selling items on pinterest and have 46,000 followers – but items link through to their own site Pinterest now at 11 million users worldwide (560k in Aus, up 90k on last month) Brands such as Etsy are selling items on Pinterest and have 46,000 followers, but items link through to their own site The Fancy allows pinned items to be purchased directly through the site. A useful revenue channel for brands if Pinterest clones continue to grow

© 2010 Experian Information Solutions, Inc. All rights reserved. 20 What’s currently trending globally? Pinterest is the 3 rd most popular social network behind Facebook and Twitter in the US

© 2010 Experian Information Solutions, Inc. All rights reserved. 21 What’s currently trending here?

© 2010 Experian Information Solutions, Inc. All rights reserved. 22 Window into Influencer Network. Track multiple generations of tweets, shares and likes through to a final transaction Understand and quantify ($) the true amplification from social recommendation and sharing Identify and nurture your network of word of mouth influencers Social Attribution System The power of influence

© 2010 Experian Information Solutions, Inc. All rights reserved. 23 Tactical case examples – Effective channel integration and recommendations

© 2010 Experian Information Solutions, Inc. All rights reserved. 24 Your Customers Who M ORE LIKELY TO B UY —C HADWICK M ARTIN B AILEY, M AR, 2010 M ORE LIKELY TO R ECOMMEND … Like your brand on Facebook … Follow your brand on Twitter —ROI R ESEARCH, J UNE, 2010

© 2010 Experian Information Solutions, Inc. All rights reserved. 25 —Experian Hitwise One Facebook Like = 20 Additional Website Visits =

© 2010 Experian Information Solutions, Inc. All rights reserved. 26 Post to Social

© 2010 Experian Information Solutions, Inc. All rights reserved. 27 Like button

© 2010 Experian Information Solutions, Inc. All rights reserved. 28 Social triggers… The next step

© 2010 Experian Information Solutions, Inc. All rights reserved. 29 Facebook Connect Address Gender Opt In Status Traditional Sign-up Form Address First Name Last Name Friends And so much more… Facebook Connect

© 2010 Experian Information Solutions, Inc. All rights reserved. 30 How Pinteresting!

© 2010 Experian Information Solutions, Inc. All rights reserved. 31 Utilising Facebook Connect data in s

© 2010 Experian Information Solutions, Inc. All rights reserved. 32 Q&A