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VALUEOFOFFLINE+ONLINEDATAEDOARDOJACUCCI – CHIEFPRODUCTOFFICER,BISNODEDigitalInnovator´sSummit– Berlin,Germany– March20-212017
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KEYFACTS2017• LeadingwithinData&Analytics• 18countries• 2,400employees• 150,000customers• RevenueEUR360million• Marketing+Risk&Credit• B2C+B2B• HeadquarterinStockholm,Sweden• PartnerwithDun&Bradstreetsince2002
B2CMARKETING:WHATWEDO?
Threewayswehelpourcustomers
MASTERCONTACTMANAGEMENT
CUSTOMERLIFECYCLEMANAGEMENT
TARGETEDOMNICHANNEL
550+ITALLSTARTSWITHDATASOURCES– LOTSOFTHEM
INDIVIDUAL§ Gender§ Age§ Personas
LIFE§ Purchasingpower§ Income§ Urbanisation§ Typeofhome§ Education§ Ageprofile§ Phaseoflife§ Levelofinboundmigration§ Neartocoast§ Electionresult
GEOGRAPHY§Municipalgroup§ Postalcode§ Taxburden§ Electionresult§ Othergeographicaldata
HOUSEHOLD§ Phaseoflife§ Purchasingpower§ Otherhouseholdvariables
WECREATE50-100VARIABLESPROFILINGCONSUMERS
• Numberofpeopleinhousehold
• Household’spurchasingpower• Householdwithhomemortgage• Householdwithprivateloans
• Newcar• Secondcar
• Changecarin0-2years• Changecarin3-4years
• Probablenextcar
• Holidayhome• B2Brole
• Householdhasmoved• Someoneinthehouseholdhasmovedin
• Familieswithchildrenaged0-6• Familieswithchildrenaged7-12• Familieswithchildrenaged13-17
• Purchasingwindowforhomeinsurance• Purchasingwindowforelectricityagreement• Purchasingwindowforbroadband
• Makecontributionstoaidorganisations• Buythroughdistanceshopping• Buylotteryticketsanddothepools• Internethabits:
• Downloadmusic/films/games• WatchTV• Socialnetworks• Worksonline
VERYDETAILEDVARIABLES… – EXAMPLEHOUSEHOLD
HELPINGTHEMEDIAINDUSTRYGROW
ONLINE OFFLINE
0,50
5,28
0,00
1,00
2,00
3,00
4,00
5,00
6,00
AverageFacebookAdsCTR FacebookAdCTRboostedwithofflinedataintelligence
FacebookAdsClickThroughRate(CTR)
Source:Nanigans EuropeanFacebookAdvertisingBenchmarkReport.
VALUE? WEIMPROVEDFACEBOOKADSCTRBYOVER10X
Percentage 10x
Wealth
Age
Phaseoflife
Income
county
Childrenindicator
Gender
Education
Typeofresidential
Mobilephone indicator
..........................
SCORETHEENTIREPOPULATION
Collectthousandsofsurveys
Createpredictivemodels usingourofflinedata
Whatareyourinterests?
WEDEVELOPEDAMODELFORCULTURALANDECONOMICCAPITAL
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
likely unlikelyYOURHOLIDAYPREFERENCES?
Hikinginthemountains
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
YOURHOLIDAYPREFERENCES?
Charter
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
YOUAREREALLYINTO...
Health&wellbeing
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
YOUAREREALLYINTO...
Cellphones
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
MOBILITY
Mostpopularcar
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
VWGOLF
MITSUBISHIOUTLANDER
KIASOUL
TOYOTAPRIUS
YOULIKETOSHOP
ONLINEAUCTIONS
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
YOULIKETOSHOP
MORETHAN1HOURDAILYONLINESHOPPING
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
YOUUSUALLYREAD... likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
AFTENPOSTEN
YOUUSUALLYREAD...
DINEPENGER
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
“Whoscoredhighonthebuyingimpulsiveness scaleweremorelikelytobesensitivetoadvertisements”
RESEARCHSAYS...
Source:http://acrwebsite.org/volumes/8383/volumes/v27/NA-27
IMPULSIVENESSSCORE:
Collectthousandsofsurveys
Createpredictivemodels usingourofflinedata
Wealth
Age
Phaseoflife
Income
county
Childrenindicator
Gender
Education
Typeofresidential
Mobilephone indicator
..........................
Areyouimpulsive?
WEDEVELOPEDAMODELTHATSCORESIMPULSIVENESS
High
Medium
Low
• Lookfornewexperiences
• Spendmoneyonshorttermrewards
• Dodailygroceryshopping
• Shopbymailorder
• Buyaninstallmentplan
• Besubjecttopaymentremarks
1,5x
2x
1,5x
2x
2x
9x
IMPULSIVEPEOPLEHAVEVERYDISTINCTBEHAVIOR
What? Howmorelikelyifhighimpulsivity?
YOUAREMORELIKELYTOGET...
PAYMENTREMARKS
likely unlikely
HIGHCULTURE
LOWCULTURE
HIGHNET
WORTH
LOWNETWORTH
ONLINE OFFLINE
• 10xFacebookAdsClickThroughRate• Subscriptionleadsandchurnreduction• Contentrecommendations
• Uniquetargetedadvertising• GDPRcompliance
HELPINGTHEMEDIAINDUSTRYGROW
