Smart Tag Management and Data Drive Online Marketing

> Veda group strategic value add

April 2014 © Datalicious Pty Ltd 2

Inivio Offline Data &

Analytics

Datalicious Online

analytics

Tools & Services

Veda Services & Data

Products and services for smart data driven marketing in a multi-channel world

> Using data to fatten the funnel

April 2014 © Datalicious Pty Ltd 3

CUSTOMERS

GROW

CONVERT

ENGAGE

REACH

Behavioural data

> Combining key data sources for a Total Market View

April 2014 © Datalicious Pty Ltd 4

3rd party data

+

Whole is greater than sum of its parts

Transactional data

Prospects

Customers

Repeat customers

> Building actionable insights

April 2014 © Datalicious Pty Ltd 5

+ one-off collection of demographical data

age, gender, address, etc

customer lifecycle metrics and key dates

profitability, expiration, etc

predictive models based on data mining

propensity to buy, churn, etc

historical data from previous transactions

average order value, points, etc

Profile

Updated Occasionally

tracking of purchase funnel stage

browsing, checkout, etc

tracking of content preferences

products, brands, features, etc

tracking of external campaign responses

search terms, referrers, etc

tracking of internal promotion responses

emails, display, search, etc

Behaviour

Updated Continuously

> Using data to fatten the funnel

April 2014 © Datalicious Pty Ltd 6

Total Market

View

Target

Personalise

Engage

7 Commercial in Confidence

Brand Awareness

Australian Market

Your Audience

Loyalty

Service offer

Inivio data insights can help identify segments of the market that our clients wish to target with a range of messages;

Brand Awareness | Product Offers | Loyalty & Retention | Cross Sell & Next Best Activity

Product Offer

Disruption

> Building the right audience

8

Your Audience

Inivio will maximise reach by mapping the target segments across all digital channels. Our campaign services include;

Data Management | Data Sciences | Data Insights | Partner Management | Tracking and Reporting

Commercial in Confidence 8

Display Email

> Reaching the right audience

April 2014 © Datalicious Pty Ltd 9

SO WHERE DO TAGS FIT IN?

April 2014 © Datalicious Pty Ltd 10

TAGS ≠ CONTENT TAXONOMY

April 2014 © Datalicious Pty Ltd 11

TAGS = MARKETING SUPER GLUE

> Tags = Marketing super glue

April 2014 © Datalicious Pty Ltd 12

CUSTOMERS

GROW

CONVERT

ENGAGE

REACH Tags to track effectiveness

Tags to (re-)target audience

Tags to ID customer segments

Tags to (re-)target customers

Tags to optimise on-boarding

> SuperTag = Marketing super glue

Independent middleware

3rd party targeting and analytics platforms

Your digital channels and data assets

> SuperTag = Marketing super glue

Web analytics

Sites/apps

Ad serving […]

SCV/CRM

dataexchange

Segments

> Optimising funnel bottom up

April 2014 © Datalicious Pty Ltd 15

CUSTOMERS

GROW

CONVERT

ENGAGE

REACH

> Optimising funnel bottom up

April 2014 © Datalicious Pty Ltd 16

CUSTOMERS

GROW

CONVERT

ENGAGE

REACH Media planning, cross-brand/channel targeting/attribution

Prospect (re-)targeting, personalised experience, relevant offers

Customer segmentation, predictive modeling, customer targeting

Optimise on-boarding, fast track approvals

• Landscape / Nielsen • Y7/Mi9/ Facebook Email • OptimaHub, DataCollector

• Landscape: Mi9 • DataExchange, DataCollector,

SuperTag

• Landscape / transactions • OptimaHub, DataCollector,

DataExchange

• On-boarding process, • Credit / Risk Data • Smart Forms / Live Chat

What if………….

• Customer • Market Segment • Demand • Risk • Projected Value • Next Best offer

> The customer experience online.

Commercial in Confidence 17

Online Insight • Behaviours • Source / Channel

Inivio Insights • Landscape Segment • Age-Band • Income • Home Ownership • Risk • Prophesy

Custom Segments • Customer • Value

> Linking the browser to insight

Tag Management

Persona A

Persona B

Persona C

Persona D

Website CMS

Inivio Segment Data Exchange Data Collector Synced Cookie Mi9 / Tipstone

Commercial in Confidence 18

> Improve the customer experience

NEXT BEST ACTIVITY

Commercial in Confidence 19

Front End

Back End

Check List

Identity

ID Matrix

Veda Bureau & Other Assets

Government Databases

3rd Party Databases

Y

Fraud Check

Workflow

Customer Key Identity Risk Profile Marketing

Previous Applications

Risk Score

Credit Bureau

Pre-Screen

Geo-Risk (1-10)

Y

VedaScore (Phase 2)

Other offers

Marketing Information

Inivio Scoring

Card Demand (1 – 10)

HL Demand (1 – 10)

Brand Segment

HH Wealth (1 – 12)

Live Chat

Application Form Y

Customer#

N

SCV

Customer Key

Previous Apps

Customer AML Qualified

Commercial in Confidence 20

> Retail bank application process Credit Card approval from 5 data points:

1. Name 2. Address 3. Email 4. Phone 5. Date of Birth

> Using data to fatten the funnel

April 2014 © Datalicious Pty Ltd 21

Total Market

View

Target

Personalise

Engage

What do we want you to take away?

We are awesome

Customer centric marketing depends upon a strong data driven discipline

Combining behavioural, offline and transactional data allows prediction of behaviour

Anticipate you customers needs to delight and excite them!

Data driven should be across ALL channel in a harmonised manner

April 2014 © Datalicious Pty Ltd 22

SMART DATA DRIVEN

MARKETING

April 2014 © Datalicious Pty Ltd 23