Online Test, Target and Measurement The pressure to deliver results and show ROI for all marketing spend is further complicated by market pace changes and economic climate. Learn how to find the optimal mix of ideas, and do it faster to increase ROI on marketing spend and provide relevant content and interactions to target audiences through the different channels including web, email, and mail. * Nancy Shaver, Consulting Principal, Experian Marketing Services

1. Online Marketing Summit Washington DC, July 2010 a world of insight Online Test, Target and Measurement Nancy Shaver Consulting Principal Marketing AnalyticsExperian Marketing Services 1

2. Bio Nancy Shaver is a Consulting Principal for Experian Marketing Solutions’ Marketing Analytics team. In this role, she leverages both her strategic vision and extensive hands-on direct, digital and database marketing experience to help Experian’s clients develop and implement achievable marketing solutions that deliver measurable business value. Through a combination of her work across a range of clients including retail, telecommunications, consumer packaged goods, and financial services, as well as her deep operational and strategy experience, Nancy is able to help clients translate their goals into strategies and practical and effective initiatives which link a positive customer experience with bottom line results. Nancy has over 25 years of experience leading marketing organizations as well as delivering data, analytical, and technical services. Prior to joining Experian, Nancy was a principal and founder of 6C Consulting, specializing in optimizing multichannel customer marketing effectiveness. She has also held senior management positions at MCI and Claritas. Other experience includes participation in a campaign management software start-up, as well as extensive account and operations management at a marketing service provider. Nancy has been a speaker at industry conferences and has been a board member of the DMAW Educational Foundation and TransAmerica Marketing. Client relationships have included several of Experian’s large strategic accounts. Nancy holds a Bachelor of Arts from Wellesley College and attended the MBA program at Mary Washington University.

4. Challenges… and opportunities

5. Its all in the approach

6. Drinking the KoolaidSession agenda

7. Experian overview Marketing Services Credit Services Interactive

8. Part of $3.8 billion Experian Experian Marketing Services moves marketing forward with predictive insights that improve how marketers target and engage their customers across both traditional and digital media Marketing Services Credit Services Interactive Decision Analytics Experian Marketing Services

10. Data includes:Demographics, attitudes, lifestyles, media habits, purchases, auto and credit scores, internet usage, life events, etc.

11. Rich history as secure, trusted data provider

12. Over 30 years of proven analytical expertise

13. Analysis to understand past marketing activities

14. Predictive models toidentify future success

15. Establish business strategies to optimize programs and ensure continued growth

16. Best-in-breed email marketing for enterprise

17. Cutting edge real-time consumer profiling on web, mobile, TV

18. True multi-channel data integration

19. Industry leading address verification & datahygiene toolsCore expertise Data Analytics Platforms Experian Marketing Services

20. Q1 – Why did the French team crash out? Q2 – Why did the Italian team crash out? Q3 – Why did the England team crash out? Q3 – Why did Spain win the World Cup? Quick survey World Cup

21. Demand for measurable returns have accelerated Channel proliferation continues Elevated consumer expectations Program performance measures are complex and challenging Historical marketing “silos” make integration difficult Where we are New Marketing Ecosystem

22. Trends in the marketplace CMO Council’s latest State of Marketing report

23. Trends in the marketplace CMO Council’s latest State of Marketing report

24. Digital landscape

28. Rapidly changing marketing conditions

34. Reduced scope, scale and spend

36. Consumer attitudes, behaviors and media consumption

37. Customer aging

39. Out-of-date acquisition strategies and prospect models

40. Customer targeting systems that do not reflect changed customer expectationsShifting to pro-active position has become more complex than just having a plan – it is imperative understand and assimilate all information and channels available

41. What you need to know… …to plan to address their needs: What each customer buys? Who exactly are my customers? Where are they outside of your brand experience? Customer Lifetime Value Where each customer is all the time? Their cross-channel usage Are they your top brand advocates? Two-way communication with the customer Top of mind competitors Click-stream information What is the right marketing investment for them? Deep segmentation and understanding Customer Satisfaction and Loyalty Why do they buy from you, and how do they buy from you?

42. Applies to all channels Right audience Customer intimacy Right time Speed-speed-speed Right medium Fact driven Right message Disciplined approach Right frequency Appropriate and Robust Toolset Applicable to all needs Acquisition, retention, conversion, growth/upsell Success drivers and their prerequisites

43. 250% increase in engagement 15% increase in new accounts $1M increase in monthly revenue 12.7% increase in customer engagement To drive results like… Increased overall revenue per email message by 54% 187% increase in web site conversion

55. Establish measurement methodology

58. Development of ongoing actions

59. Strategy development & refinement5. Action Planning

60. Analytics Tools Tracks and report on visitor behavior Tells us what's happening on our site Trends visitor patterns allow for test/hypothesis Tools are part of a program, not the full program Program Optimization Content delivery system with a statistical reporting interface Tests which page performs best vs Makes recommendations that help improve the overall visitor experience The goal is simple: Organize information to actively listen and respond to your customers

61. In Summary All Analysis Begins with Business Objectives Customer Data is Essentialto Optimization Methodology is Thorough & Transparent Insights are Based on Statistically Valid Metrics Recommendations are Actionable & Impactful

62. © 2010 Experian Information Solutions, Inc. All rights reserved.Experian Public. 24 Case study

63. Starts with a question and a measurable outcome A suitable DOE is constructed, test coded Test experiences randomly exposed to traffic Outcomes are measured Results analyzed, decisions made More questions… more tests… Anatomy of a test Traffic Random split A Control B C $$ $$$ $$$$

65. Which elements have the greatest impact on results is unknown

66. Revenue increases needed quickly

67. Goal:

68. Increase the revenue per visitor by optimizing sales of consumer productsExperian.com U.S. home page

70. Using partial factorial test, eight-page versions were testedTest elements 6 1 2 3 7 4/5 Winning design @ 100%

71. Anatomy of a test eCommerce checkout process Shopping cart Register Checkout Review and submit Order confirmation – 57% – 13% – 12% – 3%

72. Anatomy of a test eCommerce checkout process Incorporate registration into shopping cart

73. Anatomy of a text eCommerce checkout process Shopping cart Checkout Review and submit Order confirmation Register – 32% – 16% – 3% – 0.5%

75. Overall visit to order rate for the site increased 3%

76. Significant differences in performance from new versus returning visitors

77. + 5% lift in visit to order rate for new visitors

78. – 18% lift in visit to order rate for returning visitors (this group was then eliminated from test group)

79. Type of product purchased did not impact performanceKey findings

82. Main ad button (text), main ad text, image and transactional ad space were key drivers within this designExperian.com daily eRPM Winning design @ 100% Test window@ 33%

83. 138% lift in conversion rate (pre vs. post testing) >100% increase in revenue / month (pre vs. post testing) Why we continue to test Results, results, results

84. That showing multiple alternatives vs. a single version of content produces learning's and leads to data driven decisions “Relevant content" is determined by our visitors and that not all visitors will prefer the same version of content That the amount of testing we do and the speed at which we execute will have a significant impact on results That creating a “dialog” with our visitors (based on their intent) is the only consistent way to increase online performance over time Core tenets of testingWe have learned…

85. Q&A

87. 904. 217.4801 36 Thank You/Credit Slide

88. 37 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit