Better Together: Marrying customer and external data to

enhance online display advertising programs

We Understand the Digital Market Experian is a Top Digital Advertiser

Experian Digital Scale

• Top 2 Display Advertiser 2011

• Top 10: Number of Visitors to Experian sites

• Deliver 100 billion + emails a year

• Research Panel Tracks over 10 million Internet users

• Over 150M cookies linked to our US Consumer database of 120m households

• We currently partner with 4 of the top 5 publishers and dozens of digital partners

Agenda

• Key Digital Advertising Trends

• Critical Factors for Digital

Ad Campaign Success

• Predictive Analytics in Action:

the Lenovo case study

• Questions and answers

Shifting Ad Spend

Digital Display Trends

• Set proper goals. Drive and measure marketing behavior

– Not click thru’s or cost per clicks

– Cost per conversion and attribution (incremental influence)

• Embrace and use 3rd party data in combination with CRM to find right audiences

• Use predictive modeling

– Solves for accuracy and mitigates data quality/ cookie challenges

– Builds precision into bidding/winning media for the right prospects

• Optimize and adjust campaigns in flight to monitor audience responses, capitalize on discoveries and correct in progress

• Measure campaign performance

Key Factors:

Campaign Success

• $30 billion personal technology

company – second largest PC

maker in the world, serving customer

in more than 160 countries

• Business built in product innovation

and strong strategic execution

• Develops, manufactures and

markets reliable, high-quality,

secure and easy-to-use technology

products and services

Lenovo Background

• Looking for different ways to drive qualified new visitors to Lenovo.com

• Limited customer intelligence and online consumer behavior

• Challenged to optimize response/conversion across marketing channels

• Long sales cycle – > 30-60 days

• Repeat purchases – >18 months

• Highly competitive environment

Lenovo Marketing Challenges

Finding our addressable market

Early Assumptions:

• Overlaid Mosaic

data on CRM to find

unique segments

• Used Mosaic

segments that

looked like

our customers

• Leveraged media

buying tools that

identified

demographic

composition

Targeting Lessons

Results:

• Marketed to top 3-5, but too large for media efficiency

• Limited and low performing media resources

• Measurement challenges

New Approach:

• Engage Experian and leverage predictive modeling to build and find high value audience

• Lower cost per acquisition

Pop Quiz

Name one of the key success factors for digital ad campaigns.

• Set proper goals

• Combine 3rd party data with CRM

• Use predictive modeling

• Optimize campaign in flight

• Measure

How can we grow our customer database

and drive more highly qualified shoppers to

Lenovo.com?

Hmmm, well what exactly does a

qualified customer look like?

New Direction:

Let’s build a Custom Model

Lenovo tasked Experian with identifying highly

targeted audiences to solve their unique problem

Customer

Consumer

demographics

and lifestyles

Business

Market

research

Transactions Online

Automotive

• 425 million vehicles in U.S. & Canada

• Title, registration, mileage and key events

• Syndicated research: 30,000 consumers annually

• Media viewer-ship across all media

• 14 million businesses

• Identification, firmographic, credit information on businesses and owners

• 3.6 million businesses

• 110 million catalog buyers

• 25 million Internet users interacting with one million Web sites

• 15 million email addresses

• 299 million consumers; 115 million households

• 3,000 demographic attributes

Customer

Identify Tighter View of the Audience

How do we determine what a Qualified, High-Value

Customer looks like for Lenovo?

Received

• 1 Year of Data

• Transaction

Records

• Unique

Customers

ConsumerViewSM Database

What does a Qualified (High-Value) Customer look like to Lenovo?

Lenovo’s High Value Customer

Using AIQ to Reach Our Target

Audience Creation

Campaign Optimization

Measurement

• Data Solutions

- Standard Data/Models

- Custom Models

• Targeting Levels

- Individual (offline list)

- Household

- Neighborhood

- Geo Targeting

• Creative Services

• Media and Campaign Planning

• Media Optimization

• Campaign Management and Execution

• Audience Analysis

- Audience Profile

- Syndicated Research

- Preference / Recall Studies

• Response Analysis

- Campaign Sales Impact

- Multi-Channel Response Attribution

How did we ensure Lenovo gets the best return possible on their budget?

Driving Results

Pop Quiz

Name 2 techniques used by AIQ to

effectively target Lenovo audiences online

• Experian ConsumerView Data

• Recent searches for laptop prices

• Page content involving PC reviews

• A recent visit to Lenovo.com

Final Results:

What did the data say?

• A full year+ of results validated Experian’s focus on ‘move the needle’ KPIs that matter

• Incrementally lift Lenovo’s high-value customer acquisition rate by 12.5%

• Increased ROAS by 650%

• Key deliverable is Experian’s unique ability to turn campaign flight experience into actionable recommendations for future initiatives*

Campaign Performance

Directional findings

• Promotion of prospects via digital display and

Email or DM produces gains in conversion rates

vs. overall rates from any one channel

• Combination of DM and Email does not show

significant differences vs. DM and Email separately

• Apparent slight negative change in conversion

rate for Digital Display and Email and DM is not

statistically significant.

Holiday Campaign Results Directional Results By Multi-Channel Contacts

Methodology

• Lenovo’s CRM data was

matched to promotion data by

channel at the household level

for all channels from the earliest

promotion date (deployment

date/in-home) through 12/31/12.

ConsumerView was used to link

the data together

Questions & Answers