experian marketing services' finance insights webinar

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Experian Public.

Finance Insights Webinar February 2015

Billy Grant - Consumer Insights

Experian Marketing Services

2©2015 Experian Information Solutions, Inc. All rights reserved.

Experian Public. 2

Working with Consumer Insight and Targeting

Lie of the

Land

Growth in

Banking,

Insurance

and

Aggregators

Product

demand

Advanced

targeting

and media

planning

Agenda

The

consumers

behind

this

demand


Experian Public. 3

2014 Total Visits to Finance IndustryBanks gain by far the greatest share of visits in the finance space.

Visitation to banking websites far in excess of those driven to both aggregators and insurers.

Requirement for more regular visitation will play a part but banks hold a much greater audience than aggregators or insurers.

Opportunity for banks to sell products to a larger base.


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Growth IndexAggregators have seen the most significant growth since January 2012 with Insurers also improving their position.


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Industry Banks Aggregators Insurers

Search – 19% 104 143 170

Social – 8.5% 45 56 45

News – 4.1% 48 175 71

Video – 2.3% 42 36 44

Email – 2.1% 85 69 68

Television – 2% 68 71 79

Banks – 1.3% 2596 508 565

Property – 0.7% 102 193 143

Business Info – 0.6% 145 712 204

Investing – 0.3% 144 374 151

Traffic DriversSelected traffic drivers with index score compared with UK average – UK average = 100.

Search is a key channel but one where aggregators and insurers are more reliant.

Aggregators gain more traction through news and media sites – display campaigning with PR strategy.

Traffic from banks, business info and investment sites shows a wide range of research taking place with a need for exposure across these specialist channels.

Banking


Experian Public. 7

Summary for Banking Industry Visitation

3.8 billionvisits to banking

websites in 2014Visits per member of

online population

85

10% growthincrease in traffic to

banking websites

since 2012

The estimated spend statistics are taken from the IMRG Capgemini e-Retail Sales Index in partnership with Experian Marketing Services


Experian Public. 8

Growth in Visits to Banking WebsitesBanks have seen continued visit growth with 2014 seeing over 3.8 billion visits to this online industry.


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Banking – Quarterly Visits


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Banking Product Demand – Searches 2014Mortgages and credit cards see similar levels of demand with ISAs seeing approximately half the volume.


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Banking Products – Weekly Searches 2014Mortgage and credit card demand generally stable with ISAs seeing majority of demand around new tax year and regulatory changes.


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ISA Content FocusDemand begins to rise in final week of February and peaks in first week of April then rapidly falls away – key targeting period.

Demand peaks at

the same point

every year

leading into the

new tax year –

limited activity

beyond this.

.Spike in June

shows need to

respond quickly

to regulatory

changes


Experian Public. 13

Mortgage Content FocusDemand sees a peak in April through to May with the peak being in the final week of April. Calculator content is key.

Calculator

content sees a

high level of

demand being

present in over

25% of mortgage

searches.

.Wide variety of

keywords

shows need for

continuous

measurement

of demand.


Experian Public. 14

Credit Card Content FocusKey areas of content highlighted below with calculator, best, interest, balance and business considerations highlighted.

Insurance


Experian Public. 16

Summary for Insurance Industry Visitation

436 million visits to insurance

websites in 2014Monitor and respond

to the growth of

Telematics


insurer websites since

2012



Experian Public. 17

Growth in Visits to Insurance WebsitesDemand shrank slightly in 2014 – other traffic potentially moving to aggregators.


Experian Public. 18

Insurance – Quarterly Visits


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Insurance Product DemandCar insurance and then pensions and annuities represent significant demand. Growth area of telematics still very low in volume.


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Growth Index on Insurance Product DemandCar insurance and pensions/annuities generally stable. Telematics saw significant growth in late 2014.

• Chancellor’s budget

announcement in March

saw a big response from

consumers.

Telematics saw big

growth towards the

end of the year.


Experian Public. 21

Car Insurance Content Focus

Car insurance

demand peaks in

line with new car

registrations in

March. Demand

remains stable

through the year.

.Keywords show

a desire for

value and high

incidence of

comparison.


Experian Public. 22

Pensions & Annuities Content Focus

Pensions and

annuities

searches saw a

very large spike

when changes to

annuities market

was announced.

.Content needs

are far reaching

showing a need

for businesses to

meet consumer

needs.


Experian Public. 23

Telematics Content Focus

Aggregators


Experian Public. 25

Summary for Financial Aggregator Industry Visitation

458 million visits to aggregator

websites in 2014Downstream clicks

from aggregators to

Banks

9%


aggregator websites

since 2012



Experian Public. 26

Growth in Visits to Financial Aggregator WebsitesAggregators have enjoyed consistent growth over the last three years.


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Aggregators – Quarterly Visits


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Clicks from Aggregators to Banks and Insurance WebsitesDownstream clicks to banks and insurers as a proportion of total has declined slightly – fulfilment on site and product diversity playing a part.

Audience Profiling


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Financial Strategy Segments Visitor ProfileThe wealthier and more mature audience most likely to visit aggregator websites.

70

80

90

100

110

120

A - Bright Futures

B - Single Endeavours

C - Young Essentials

D - Growing Rewards

E - Family Interest

F - Accumulated Wealth

G - Consolidating Assets

H - Balancing Budgets

I - Stretched Finances

J - Established Reserves

K - Seasoned Economy

L - Platinum Pensions

M - Sunset Security

N - Traditional Thrift

Online Average Banks Index Insurers Index Aggregators Index


Experian Public. 31

Under Represented Over Represented

Audience Key Features

Bright Futures and Single Endeavours see low index for all industries.

Young professionals, graduate starters and students.

Few savings and high overdraft usage.

Singles with few responsibilities.

Transient with low financial commitments.

Platinum Pensions and Sunset Security show highest levels of engagement.

Retired singles and couples.

A mix of modest pensions and higher income private pensions.

Cash based investments for Sunset Security with Platinum Pensions owning sophisticated investment products.

Advanced Targeting and Segmentation


Experian Public. 33

Project MethodologyDrawing on broader Experian data sets to isolate users who fall in to the desired target groups

Data across 49,000,000 UK consumers.

Single, unified view of UK adult population.

Mixture of modelled and actual data sources.

£75k –

£150k£150k –

£250k

Isolate users who fall into these targets within the Hitwise Data Warehouse.

Report on the online behaviour and key features of these audience groups.

Target Audience


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Mapping the Mass Affluent AudienceSouth East dominant, but other clusters of opportunity do exist

Mass affluent audience is mainly centred around London and

South East.

And around some major cities like South Manchester

Edinburgh, Glasgow and Aberdeen.


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Channel effectiveness and reachMeasuring visitation to and engagement with top online industries from mass affluent segment

Mass affluent audience is less likely to engage with Social

Media and Search compared with average UK population.

However, a significant proportion of their online visitation is to

these resources.

Content resources, like Print Media, Television catch-up,

Blogs and Personal Websites, Business Information etc.,

emerge as territories in which this audience is more likely to

spend time online compared to the average UK population –

important targeting opportunities.

Note: Figures shown are visits share and index vs. average UK population


Experian Public. 36

Product SearchesCredit cards and mortgages lead the way

Credit Card26%

Mortgage15%

Insurance15%

Bonds15%

Savings9%

Loans8%

ISA4%

Finance3%

Investment2%

Car Finance2%

Current Account0.4%

Chart highlights the product related searches

by this segment.

Credit Card searches account for more than a

quarter of product searches whilst Mortgages

are the second biggest area of demand for the

mass affluent segment.

Demand for Bonds largely driven by

government premium bonds but fixed rate

bonds are also a key area of demand.

Car Finance relatively low in volume and

represent only about 2% of product related

searches.


Experian Public. 37

Niche Online Interests – Mass Affluent AudienceActivity plays an important part of their day to day life, but engagement with Stocks & Shares shows that financial services is also an important consideration

Snow Sports Golf Tennis Rugby Union Stocks & Shares Performing Arts Cycling Cruises Sailing Car Manufacturers Food Lifestyle & Reference

Children Lifestyle Basketball Software Film Classified Shopping Online Games Gay Lifestyle Online Dating Comics Social Networks Gambling

High

Engagement

Low

Engagement


Experian Public. 38

TARGET - Build once and target consistently many times

Engage with that audience consistently across channels

Define audience

Direct

MailEmail OBTM Mobile Portals

Ad

Networks Social TV

RIGHT CONSUMER

SEES RIGHT

MESSAGE


Experian Public. 39

The benefit of metrics

BehaviourOnline device + clicks +

views + content

DemographicsLocations + profile +

assumptions

JourneySocial presence +

triggers

TransactionsCustomer purchases +

spend + loyalty/reward

Your

Customer


Experian Public. 40

Key takeaways for 2015

Aggregator

Growth

Monitor this

potential threat and

use this shop

window to your

advantage.

Leverage

Specialist

Channels

Target users when

they are engaged in

research with

relevant content.

Advance your

Targeting

Who, when and

where is more

important than

ever.

1

24

3

Content is Key

Optimise on site

content quickly in

response to

market

movements.

Questions & Thank you

@ExperianMkt_UK

www.experian.co.uk/marketingservices

0845 234 0391

experian marketing services' finance insights webinar

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