the path to tell a better brand story
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©2015 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 are 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. Experian Public.
WEBINAR: The Path to a Better Brand StoryMay 20, 2015
@ExperianMkt #shareinsight
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Path to telling aBetter Story Your storiesIntroductions Storytelling
success
Agenda
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Tamara BarberPrinciple Analyst and
Manager
Introducing our speakers
John FettoSenior Research and
Marketing Analyst
@ExperianMkt #shareinsight
Your stories
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Your StoriesThe conflict
Top challenges of senior marketing leaders
49%
45%
39%36%
31% 30% 29%
23%
1%0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Branding CustomerAcquisition
Profiling Data MarketAutomation
Attribution Advocacy Organisation Other
Brand differentiation
is the top challenge
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Your StoriesThe objective
46%43%
36% 36% 36%
29%26% 25%
8%1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Telling our story Translatingknowledge
Integratingtechnology
Customeracquisition
Customersatisfaction and
loyalty
Collecting,linking and
managing data
Strategicalignment
Investing intools
Consolidatingvendors andtechnology
Other
Utilizing customer
insight it top priority.
Top priorities of senior marketing leaders
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Your StoriesMaking it personal
Degree to which marketers personalize communications
Fewer marketers
use attitudinal
data
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Your StoriesMaking it personal
Utilizing customer
insight it top priority.
Top challenges to personalization
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Customers demand the personal touchEasy access to information and brand interactions
202 million U.S. adults are now digital
It’s about telling a better
story
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DanaAge 29
3 purchase/year$150-$300/purchase
Gold loyaltyfashion dept.
Personalize your brand storyDeliver actionable insights
Next car in 6 monthsLikely foreign
Travels 2x/yearBeach vacations
Netflix videoMobile coupons
3+ hours/week retailwww.gilt.com
Search fashion dealsSearch home decor
Mobile Email @ 4pmBank of America app
Social InfluencerGoogle+
Impulse shopperResponds to % off offers
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Personalize your brand storySegment and profile
Style and StatusGadget
Loving
Deal Seeking
Thorough Researcher
Needs it now – at any price
Impulse Buyer
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Personalize your brand story
Storytelling success
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Client experience: Understand shopping occasions
Specialty retailer
Lacked in-depth understanding of
their customers and prospects
Implement a more effective
engagement and messaging
strategy
The client:
Theproblem:
Theobjective:
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Client experience: Understand shopping occasions
Attitudinal data
(NCS)
Customer data
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Client experience: Understand shopping occasions
Name & Address
Visit Frequency
Spend
I like shopping with my kids.
I prefer shopping at specialty stores
TV is my main source of entertainment.
I can remember brand name products characters use in movies.
I go shopping when there is something I really need.
I usually carry multiple devices with me.
Etc….
Attitudinal data
(NCS)
Customer data
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Client experience: Understand shopping occasions
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Client experience: Understand shopping occasions
Customer data
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Client experience: Understand shopping occasions
Indifferent Family Doting Relatives
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Client experience:Acquire customers with a more relevant story
Financial Services
Increase conversion while lowering cost
per acquisition.
Accelerate messaging and
engagement strategy
More effectively market to high value
segments
The client:
Theproblem:
Theobjective:
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Client experience: Acquire customers with a more relevant story
Attitudinal data
(NCS)
Customer data
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Client experience: Acquire customers with a more relevant story
Name & Address
Credit score
Financial products
Attitudinal data
(NCS)
Customer data
I tend to hold out on buying things I want until they go on sale
I use my mobile in many different ways to get the information I need
I like to have control over people and resources.
I like to hear about new products and services via e-mail
I am very good at managing money
I don’t like the idea of being in debt
Etc….
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Client experience: Acquire customers with a more relevant story
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Client experience: Acquire customers with a more relevant story
Customer data
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Client experience: Acquire customers with a more relevant story
Thoughtful Realists Motivated Leaders
• Storytelling and brand differentiation is a top challenge and priority for marketers
• Demographic targeting will only get you so far• Marketers need to leverage consumer attitudes and motivators
to develop more revealing audience segments• Use high definition customer profiles to develop a personalized
messaging and content strategy for each segment• Map audience segments back to CRM file in order to enable
personalized communications• Make sure communication tactics don’t revert back to one-size-
fits-all
Take-aways
#shareinsight
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Questions?Stay connected with us for up-to-date insights:
consumerinsight@experian.com
@ExperianMkt
experian.com/blogs/marketing-forward Download: The 2015 Digital Marketerex.pn/2015dmr
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