building a successful omnichannel marketing experience - why data quality is key

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©2015 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian 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.

Building a successful omnichannel marketing experience

Why data quality is key

22©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Introducing our speakers

Lauren McKinneySenior Marketing Campaign Specialist,Experian Data Quality

Johann CollinsKey Account Executive,Experian Data Quality

33©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

The landscape of omnichannel marketing

What drives omnichannel efforts?

Key data challenges behind omnichannel marketing

Ways to immediately improve data quality

Today’s agenda

The landscape of omnichannel marketing

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What’s the difference:Omni vs. Cross vs. Multi-channel marketing

Omnichannel marketing: Cross- and multi-channel marketing done well

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An example of successful omnichannel marketing

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What is your most commonly used channel to collect contact data?

Poll question:

A. WebsiteB. Sales teamsC. MobileD. Call centersE. Physical stores or branch locationsF. Catalog or mail order

88©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Most common channels used to collect data

On average, U.S. companies use 3.6 channels to collect contact data

Series10%

10%

20%

30%

40%

50%

60%

70%

80%73%

59% 58%53%

48%

32%

Website Sales team Mobile Call centers Physical stores or branch locations Catalog or mail order

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Getting to a single customer view

Websitevisit

Email

Mobile Ad

PurchaseDirect Mail

Facebook

TVcommercial

1010©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Omnichannel marketing challenges

Consistent brand experience underpins growth.

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An in-depth perspective

Lack of technology and human know-how

What drives omnichannel efforts?

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Accurate contact data drives omnichannel

…of companies conduct email marketing campaigns90

percent

Key data challenges behind omnichannel marketing

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Collecting accurate data

…of marketing budgets are allocated to contact data-based activities 49

percent

1616©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Consolidating accurate data

…is lost by organizations each year due to bad data.

$611billion

1717©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Using accurate data

…of companies say their revenue is wasted by inaccurate and incomplete

customer data.90percent

Ways to immediately improvedata quality

1919©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

1. Set up a strong data foundation

Real-time/point of entry Bulk/existing data

2020©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

ALDO enhances brand perception

Problem:

► No confidence in accuracy of emails collected

Solution:

► Front-end, real-time address verification integration

2121©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

2. Integrating data sources

…companies see duplicated data as a significant issue1 in 3

2222©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Saks Fifth Avenue drives exceptional clienteling

Problem:

► Numerous records for same customer

► Inaccurate data collected from many channels

Solution:

► Front-end address verification integration

► Confidence in customer data collected

► More effective omnichannel marketing

2323©2015 Experian Information Solutions, Inc. All rights reserved.Experian Public.

3. Start small with a simple test

Send us 10,000 USA and/or CAN addresses

File Requirements► Have .csv or .txt as the file extension► Be in comma or tab delimited format

Include following columns in the order provided below:

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Thank you! Questions?

Stay connected with us for up-to-date insights:

[email protected]

@ExperianDQ

www.edq.com/blog/ or call us at (888) 727-8822