PRESENTS
DATA DRIVEN
BRAND MARKETING
PART TWO
YOUR DEFINITIVE GUIDE TO
FINDING THE
CHANNELS THAT DRIVE
THE BEST RESPONSE
WHAT YOU’D
KNOW IF WE COULD
TALK TO YOU
1. BuildingValue on Existing Segmentations
1 2 3 4 5
REACHYOUR
CUSTOMERS
THROUGH
THE RIGHT
CHANNELS
“In part 1, we showed you how to
accurately profile your customers and
create actionable segmentations for
your marketing messages to build
lifetime value. But now we need to delve
deeper into the multiple ways you can
reach those consumers...”
Today’s consumers are connected to their world
through numerous devices, across multiple
channels, anywhere, at any time. Creating
campaigns that have maximum impact is a
challenge, but creating campaigns that can
actually drive purchases, is an FMCG minefield.
How do you choose the right channels and get the
right messages for each segment at the right time?
74% of customers would respond
positively to a brand that demonstrates an
understanding of them,
Understanding exactly who these consumers are
through actionable segmentation and delving
deeper to understand their channels preferences
will drive the most effective marketing.
* April 2012: Experian Marketing
Services survey of 2,057 UK
Citizens aged 18+
84% would walk away from a brand
that doesn’t*
1. BuildingValue on Existing Segmentations
REACHYOUR
CUSTOMERS
THROUGH
THE RIGHT
CHANNELS
Finding the most effective channels for your
brand, can be misleading at first glance.
Luxury aspirational brands like Ferrari might
have thousands of ‘likes’ on Facebook,
but how many of these would realistically
translate into sales?
1 2 3 4 5
Mini Case Study
A drinks brand spent lots of time and
budget recruiting a large email subscriber
base who they engaged through
competitions, football and music news
on a regular basis. When they analysed
the engaged consumer base they realised
that it was skewed towards a much older
mix of males and females, not their target
market of males 18-30, meaning they were
totally off target. The brand re-evaluated
how they were using email, testing different
strategies on their email subscribers
to drive ROI and as a result reallocated
some of their email spend into other more
efficient channels for their core target
audience, to reach them more effectively.
Growing your brand requires moving away from siloed channel thinking, to using knowledge you have
about a consumer - placing them at the heart of your marketing.
KNOW
GET
KEEP
Identify and profile
your best customer
Find more of them
Engage them in their
preferred channels
2. Choosing the Right Channels
1 2 3 4 5
IT’S TIME
TO GET
PERSONAL
Once you have a clear understanding of who your
consumers actually are, their product preferences
and motivations for purchase; you can create
highly targeted and personalised communications.
“Let’s take a look at how you can make
channels more personal...”
Direct Mail & Email
The scope for dynamic personalisation is endless
and can have huge impacts on response. For
example, a restaurant chain might sub-segment
their ‘offer conscious’ prospects by ‘frequent
families’ vs. ‘one off girls’ night out’. The offer may
remain the same, but personalising the message and
imagery to a family sharing a healthy meal vs. group
of girls socialising, will make the marketing more
relevant. If they segmented this audience further
into motivation for saving, i.e. - ‘bargain hunters’ vs.
‘limited money’ the offer could be made even more
relevant (e.g. ‘50% off’ vs. ‘half price’) and improve
the response.
Targeted Display Advertising
Advertising networks can bring a wealth of bespoke
advertising insight to significantly increase reach
and exposure. For example, MSN use data from
millions of Microsoft accounts, Bing searches and
research to allow you to target online display adverts
by a user’s demographic and online behaviours.
Additionally, Experian Hitwise can tell you which
target profiles are visiting your site, plus the sites
they visited prior to and after using your site;
allowing for targeted online advertising by your
specific profiles.
It’s vital you choose the channels that
are going to deliver the best return.
Consumers all have preferences depending
on their lifestyle and the type of person
they are. For example, one person might
respond better to email and direct mail,
but someone else with the same profile,
will respond better to a TV advertising and
online display. Plus, the channels that are
best to reach them on can vary according
to where they are and their need at the
time, making cross channel messaging
essential for the most accurate targeting.
Social Websites
Rather than just simple targeting, Experian Alchemy
Social enables you to link the email addresses of
your targets with actual Facebook user accounts, so
you can target the exact consumers that you want
to view your ads and tailor you’re messaging for
different segments. Additionally, you can link your
‘likes’ to Experian’s consumer data, to understand
who your followers are and ensure your campaigns
are engaging the right target audience, as well as
refining your messaging to certain groups based on
what they look like.
2. Choosing the Right Channels
1 2 3 4 5
IT’S TIME
TO GET
PERSONAL
Searches
No matter how well you think you know your
consumers, there is no substitute for finding out
how your target consumers are actually searching
for what you offer. Experian Hitwise enables you to
monitor search terms based on your segmentations
so you can drive the right traffic to your website
and tailor your landing pages to improve conversion.
By also knowing which sites your audiences visited
prior to and after using your site, you can really
target your link building activity.
Retail
You can identify areas where your target segments
are most prevalent to create more personalised
local marketing activity and promotions, plus offers
that suits particular areas and levels of wealth.
Using specific areas or retailers to promote certain
products allows you to monitor uplift against areas
where there has been no promotional activity.
TV
Clever targeting capability now exists through Sky
AdSmart, Channel 4 on Demand and others, making
it possible to know the viewing behaviour and
interests of your target segments. So rather than
generic adverts, you can place tailored adverts on
the channels and programmes they’re most likely
to be viewing, at the times they’re most likely will
be viewing them. You can even serve tailored ads to
specific households for truly bespoke segmentation.
Mini Case
Study
A major health and
beauty brand increased
the distribution of its luxury
organic hair care products
through salons in affluent areas
of the UK. They first validated
the segment through profiling,
confirming that their consumers
were affluent; they then found which
locations had a high concentration of
these types of consumer. Now armed
with this insight they have successfully
identified prospective salons with a high
population of their target group
to acquire more customers.
3. How Does Cross-Channel MarketingWork?
1 2 3 4 5
LINKING CHANNELS
MAKESYOUR
COMMUNICATIONS
SEAMLESS
Find out where you
sit on the marketing
sophistication curve!
Marketing needs to evolve to meet the needs of
increasingly demanding consumers. Having a
presence on multiple marketing channels is no
longer enough when consumers demand a seamless
user experience regardless of the channel they
interact with.
Typically a marketer will send an email with links that
direct a recipient to the brand’s website. Often the
recipient will reach a landing page that extends the
email’s call to action (i.e. 50% off, free delivery, etc...)
Usually, the marketer will know what the individual
has done in this chain of events — opened the
email, visited a landing page and, hopefully, made a
purchase. However, what else the recipient might also
be doing relating to the brand, for example, on their
mobile device or in the store is unknown - it’s totally
disconnected from the email process.
As the amount of data available to
marketers has grown and consumers
have become hyperconnected,
cross-channel optimisation has become
essential. Cross-channel optimisation is
the ability to link consumer interactions
across different channels and deliver
consistent messages to that consumer
in a co-ordinated fashion, in response
to real time information. Being able to
execute cross-channel marketing
requires three things:
This kind of marketing is something that has been
talked about for years but the emphasis on channels
often leads to marketing teams working in silos and
focusing exclusively on their own deliverables.
A cross-channel approach allows brands to put the
consumer at the centre of marketing. Instead of
relying on one preferred channel which may usually
be effective, using alternatives for different scenarios
which may on occasion be more accessible by the
consumer, can help you reach them every single time.
Imagine if a customer was halfway through
an online grocery shop and they suddenly
abandoned their shopping cart and went
offline. Their preferred contact channel might
be email, but if on this occasion they had been
ordering on their mobile device, in order to get
hold of them and tempt them to complete the
order with a discount offer, it would be wiser to
contact them via SMS.
1. Great data collection
2. A single customer view
3. A single integrated platform that works across multiple channels
25%
OFF
3. How Does Cross-Channel MarketingWork?
1 2 3 4 5
LINKING CHANNELS
MAKESYOUR
COMMUNICATIONS
SEAMLESS
A cross-channel approach allows brands to put the
consumer at the centre of marketing. Instead of
relying on a preferred channel which is effective,
considering the different scenarios a consumer may
be in and using alternative channels which may be
more accessible can help you reach them every time.
Imagine the benefit of managing all these
interactions and touch points on one
platform? You the marketer would have
invaluable insights that they could apply to
various interactions. A variety of marketing
actions could occur in a coordinated
fashion, all enabled by pre-set rules that
trigger real-time messages.
Tracking the effectiveness of this cross-channel use
can help you to continually monitor any patterns
and trends in channel preference and inform your
strategies over time.
The Marketing Sophistication Curve
provides a guide to evaluate your level of
cross-channel marketing sophistication and
suggested opportunities.
MULTI-CHANNEL
MARKETING
CROSS-CHANNEL
OPTIMISATION
PLAN
CHANNEL
EXECUTION
ANALYSE
SPEAK
LISTEN
single
channel,
fire and
forget
file based
list
processing
SPEAK
LISTEN
scoring,
modeling and
advanced
segmentation
faster
cycle
times
persisting
results over
time
ANALYSE
SPEAK
LISTEN
recognising
channel
preference
response
attribution
enabled
across
multiple
platforms
vioce of
customer
per channel
PLAN
ANALYSE
SPEAK
LISTEN
triggered
and drip
campaigns
revenue /
outcome
causation
personalised
interaction
consolidated
view of
customer
MARKETING
SOPHISTICATION
CURVE
CHANNEL
OPTIMISATION
4.Testing & RefiningYour Strategy
1 2 3 4 5
YOUR MARKETING
IS A WORK IN
PROGRESS
Before you begin any campaign, you need to plan
your test strategy. It’s tempting to run mass tests
looking at different formats, headlines, creative
concepts or offers based on intuition, but this rarely
gives any real improvement in results, except by
chance. An uplift in response may indicate a better
approach, however what about the people who
responded to the other approach? Would they have
preferred the new approach or would they have
not responded?
The benefits of efficient testing
• Minimise financial risk
• Protect against risk to your brand
• Maximise consumer response
• Keep costs down
Testing can be expensive so the value must outweigh
the costs. By using your consumer data and the
testing data you collect, you can create an insight led
strategy to inform your campaigns as you roll them
out and build long term improvements.
Insight led testing is based on understanding the
similarities and differences in your audience data.
Rather than just splitting it into generic cells,
tests can be planned around audience insights
and specific test groups, selected to validate the
response. Rather than deciding an approach is more
effective based on a small uplift in response by
analysing the difference between the consumers the
test worked for and those it didn’t; you can create
further insight into why different consumers engage
and build your marketing plans based on the most
effective approach for that audience.
• Predict future results
• Stimulates further creativity
YOUR TESTING SHOULD
BE INSIGHT LED AND
BASED ON A CONTINUAL
SUPPLY OF RESULTS,
TO IMPROVEYOUR
CAMPAIGNS ON
AN ONGOING BASIS
Mini Case Study
A leading toothpaste brand wanted to check
the effect that their digital advertising
campaign was having on consumer
perception of their brand and mental
recall. Experian worked with advertising
portals and a research agency to compare
consumers who had and hadn’t been
exposed to the toothpaste advertising.
The results revealed a 27% uplift in those
exposed to the messaging, with them saying
that the ad would positively affect their
purchase decision.
5.Why CanYouTrust Experian’s Expertise?
Experian’s UK consumer database holds insight into
the lifestyles and behaviours of:
• 49.7 million UK adults
• 42.3 million prospectable customers
• using more than 500 variables
We link individuals across multiple channels off and
online, helping brands deliver impactful campaigns.
With the relationships for working collaboratively
across brands, media and loyalty schemes, we drive
cutting edge integrated activity to maximise activity
reach to innovative channels.
1 2 3 4 5
Why choose data driven
marketing with Experian?
Because we...
•
•
•
•
•
•
Are dedicated specialists
Focus on one area alone
Understand customer intelligence
Successfully deploy data
Offer pragmatic solutions
Deliver short and long term
improvement
What Experian can offer...
Data quality & cross-channel
customer engagement
Define & target your
marketing audience
Reduce wastage and protect brand
reputation by target the right people
across more channels for more
effective communications.
Target the right people and tailor
your marketing for more relevant
communications, better engagement
and higher conversions.
Cross-channel analytics
& big data insight
Maximise local
market potential
Track consumer interactions across
multiple channels to measure ROI
of activity and drive marketing
effectiveness.
Understand the consumer profiles
within different locations to select
the best local marketing strategy and
improve uptake.
To find out more, email us at
[email protected]
or visit www.experian.co.uk/colin
© Experian 2013. The word “EXPERIAN” and the
graphical device are trade marks of Experian
and/or its associated companies and may be
registered in the EU, USA and other countries.
The graphical device is a registered Community
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Don’t miss the last
instalment of our 3 part
Guide, where we focus
on ‘Unlocking the
Potential of Your Data’