Transcript Slide 1

©2014 Experian Information Solutions, Inc. All rights reserved. Experian Confidential.
Creating Value from
Consumer Journey
Unified Cross-Channel Attribution
Solution and Beyond
Xiaolong (Jonathan) Zhang
Data Scientist | Experian Marketing Services
©2014 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 Confidential.
Consumer journey through cross-channel jungle
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DM
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Email
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Digital
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Other
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The Path Beater
The Traverser
What journeys create the most value for what type of travelers?
Touch-path analytics: Paradigm shift from channel-centric
to consumer-centric
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©2014 Experian Information Solutions, Inc. All rights reserved. Experian Confidential.
Attribution towards individual consumer journey
Touch-path
builder
Integrate & link
omni-channel
marketing data
Response
builder
Match
Merge responses
and creating
value metrics
Profiling data append
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©2014 Experian Information Solutions, Inc. All rights reserved. Experian Confidential.
Capabilities of existing Experian Attribution Solutions
Features
CI&T RAP
CCMP MA
Methodology
Multiple methods: rulebased or modeled
>
Modeled alone
Data requirements
Individual or aggregate
channel marketing data
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Individual
Reporting
Excel report or
customized dashboard
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Integrated
with CCMP
Post attribution
services
Analytics consulting
and dashboard support
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Account services
System integration
Stand alone
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Part of CCMP
Pricing
Setup and volume
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Setup, volume
and monthly fee
Clients served
Dozens including
strategic accounts
?
Not yet available
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©2014 Experian Information Solutions, Inc. All rights reserved. Experian Confidential.
Unified Experian Attribution Solution
Experian
Marketing Attribution
Platform
CI&T
Response
Attribution
Platform
Flexible methods
Integrated system
Mixed data
Dashboard reporting
Post-attribution services
Touch-path analytics
CCMP
Marketing
Attribution
Shifts towards discovering the most profitable consumer journey
and post-attribution value-adding services
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©2014 Experian Information Solutions, Inc. All rights reserved. Experian Confidential.
#FOIC2014
©2014 Experian Information Solutions, Inc. All rights reserved. Experian Confidential.
Xiaolong (Jonathan) Zhang
Data Scientist
CI&T, Experian Marketing Services
e: [email protected]
t: 678.731.1339
m: 678 234 0529
©2014 Experian Information Solutions, Inc. All rights reserved. Experian Confidential.