how experian revolutionized product strategy and management with big data
DESCRIPTION
Agile discussions often focus on stories, backlogs, development, and testing. At Experian they also brought product strategy management and strategy into the agile fold to ensure their teams were in lock-step with customer requirements and priorities. That resulted in the delivery of Experian’s first big data project—without adding a single new person or “big data expert.” How did they do it? Product guru Jeff Hassemer shares his (not-so) kumbaya moments of how he learned about the principles of agile within big data projects—in action. Jeff describes practical tools specifically focused on customer ROI valuation and developing the science behind embedding customer knowledge and prioritization. In addition, he shares the lessons he learned along the way as he implemented his first Hadoop/HBase project. Learn the key aspects of the process and practical tools he created and how you, too, can deploy big data within your organization.TRANSCRIPT
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BW11 Concurrent!Session!11/13/2013!3:45!PM!
!!!!!!
"How Experian Revolutionized
Product Strategy and Management
with Big Data" !!!
Presented by:
Jeff Hassemer, Experian !!!!!
Brought(to(you(by:(!
!!
340!Corporate!Way,!Suite!300,!Orange!Park,[email protected]!E!www.sqe.com
Jeff Hassemer Experian
Jeff Hassemer is a global product marketing executive known for his thought leadership and notable product achievements in the areas of database-marketing, CRM, and marketing-automation technology solutions. Jeff serves as senior vice president of
Global Product Strategy for Experian Marketing Services. Experian’s clients gain competitive advantages and optimized marketing spends as a direct result of the profitable, state-of-the-art strategies, programs and processes that Jeff oversees and directs in his diverse product portfolio. Prior to joining Experian, Jeff held senior-level marketing positions in emerging tech and Fortune 500 companies including Doubleclick, Matchlogic, Entiera, Responsys, ROI Direct, and Customer Insight Company.
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© 2013 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.
© 2013 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.
How Experian Revolutionized Product Strategy and Big Data
Jeff Hassemer Senior Vice President, Product Strategy
Experian Marketing Services
November 13, 2013
2 © 2013 Experian Information Solutions, Inc. All rights reserved.
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Experian Public.
“Great spirits have always encountered violent opposition from mediocre minds”
- Albert Einstein
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Experian Public.
Overview of Experian
! Revenue: US$4.5 bn
! EBITA: US$1.2 bn (margin: 26%)
! Equity Market Capitalization: £11.0 bn
! In top 50 of FTSE 100
! Employees: c. 17,000
! Offices in 44 countries
! Largest markets: US, Brazil, UK
! Corporate headquarters: Dublin
Leading global information services company, providing data and analytical tools to clients around the world
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Experian Public.
We’re a global leader in Marketing Services
! Over US$1bn of revenues in FY13 ! Over 10,000 clients in 30 countries ! Heavy cross-sell strategy
! Global segmentation of over 2.2bn consumers ! Demographic data on c.500m individuals in 260m
households ! Deliver over 300bn permission-based, targeted
emails annually ! Process 4TB of internet usage each day spanning
over 400m websites • 1.2bn cookies profiled, powering hundreds of
billions of impressions
Revenue by region
Revenue by product
Global focus
Unique offerings
EMEA / Asia Pacific
28% UK & Ireland
25% Latin America
5%
North America
42%
Cross Channel
Marketing 40 %
Consumer Insights & Targeting 3%
Data Quality
17 %
Other 5%
• Loss in over 50% of the revenue over a 5 year period
• Servicing a shrinking market (Direct Mail)
• Aging and expensive technology platform
• Aging and expensive Personnel tied to COBOL
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Experian Public.
Assessing the Market
Key Points
! There is one clear winner in this space
! Two “Value Providers” are in the space, but are relatively small.
! Market lacks differentiation, and many key vendors are shrinking.
! Market may show a shrinking space
► Zero sum with the growing and shrinking vendors
! Experian is in a dire spot
► Undifferentiated
► Losing share
Web Decisions
Experian
Acxiom
Epsilon
Solution Set
Merkle / Cognitive
InfoGroup
Printers
2.75
3.25
3.75
4.25
4.75
5.25
5.75
4.25 4.75 5.25 5.75 6.25 6.75 7.25 7.75 8.25
Pric
e
Perceived Customer Value
Price/Value Map
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The Price Value Map Scoring Matrix
7
Most Important Attributes Customer
Importance Ranking
Experian Acxiom Epsilon Solution
Set
Merkle / Cognitiv
e
Web Decisions
InfoGroup Printers
( weights must sum to 100 )
Speed 15% 6.0 7.0 7.0 8.0 7.0 7.0 6.0
6.0
Accuracy 8% 7.0 6.0 7.0 7.0 6.0 6.0 7.0 5.0
Service 20% 8.0
6.0 7.0
9.0 6.0 6.0 7.0 6.0
Performance (Match Rates) 5% 7.0 7.0 8.0 7.0 7.0 5.0 7.0 5.0
Client Experience 10% 5.0 6.0 7.0
9.0 7.0 7.0 5.0 5.0 Innovation & Thought Leadership 10% 5.0
6.0
6.0 7.0 7.0 6.0 5.0 5.0
Flexibility 10% 6.0 6.0 7.0
8.0 6.0 6.0 6.0 5.0
Expertise 7% 7.0 7.0 7.0 8.0
8.0 5.0 6.0 5.0
Breadth of Services 5% 8.0
8.0 7.0 7.0 7.0 5.0 6.0
6.0
Brand 10% 5.0 7.0 7.0 8.0 7.0 4.0 5.0
5.0
Total Score 100% 6.40 6.47 6.95 8.02 6.69 5.88 6.03 5.40 ppt DP 6.40 6.47 6.95 8.02 6.69 5.88 6.03 5.40
Competitive Pricing Analysis Experian Acxiom Epsilon Solution Set Merkle / Cognitive Web Decisions InfoGroup Printers
Company Revenue ($000's) $ 40,000 $ 75,000 $ 40,000 $ 30,000 $ 60,000 $ 6,000 $ 30,000 $ 20,000
Dollar Price (in Millons) 5.00 5.20 4.75 3.50 4.50 3.00 4.75 3.50
Prices as % of DCLK 100% 104% 95% 70% 90% 60% 95% 70%
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• Lower Technology costs
• Shift to Digital Marketing
• Increased Throughput
• Big Data
• New Programming Languages
• Increase Pace through Agile
Our Day of Infamy
• Fear
• Uncertainty
• Doubt
Challenges
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Closing slide