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THE POWER OF IDENTITY
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WHAT IS CONSUMER IDENTITY?
Merriam-Webster’s dictionary:
identity Who someone is: the name of a person
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WHAT IS CONSUMER IDENTITY TO NEUSTAR?
Consumer identity is a single, accurate, up-to-date view of a real person
§ Past and present identifiers § Extends across interaction points § Respects privacy preferences § Creates a picture of the individual § Applicability across the enterprise
WHY IS IT A HARD PROBLEM?
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Publicly available information has declined
Consumer data is constantly changing
Consumers relocate
40M
78% 30%
2000 2013
Consumers change their
phone carriers
75M
Phone numbers are reassigned
37M People
legally change their name
2.1M
Makes data verification very hard
KNOWN UNKNOWN DIFFERENT KINDS OF IDENTIFIERS
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INTERACTIONS YIELD DIFFERENT KINDS OF IDENTIFIERS
Store
Direct Mail
Call Center
Website
Social
Desktop
TV
Mobile
PERSONAL IDENTIFIERS
HOUSEHOLD DATA
DIGITAL ONLINE WEB DATA
MOBILE APP DATA
EMERGING TOUCHPOINTS
YIELD MULTIPLE CHALLENGES
CHALLENGE TO UNIFY ALL THIS CONSUMER DATA
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§ Use different identifiers for the same people
§ Systems are not integrated
§ Rely on out-of-date PII
§ Limited information about non-customer
COLLECTED & STORED IN MULTIPLE SYSTEMS
CRM (including Marketing Automation Systems)
Billing Systems
Direct Marketing Systems (Direct Email
Solutions, etc.)
Digital Advertising Solutions
DIFFERENT KINDS OF IDENTIFIERS
PERSONAL IDENTIFIERS
HOUSEHOLD DATA
DIGITAL ONLINE WEB DATA
MOBILE APP DATA
EMERGING TOUCHPOINTS
HOW WE BUILD OUR IDENTITY FRAMEWORK
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IDENTIFIERS IDENTIFIERS AGGREGATE & RESOLVE IDENTITY
Name, Address, Phone, Email, Mobile AdID, IP Address, Website
People, Businesses, Places, Things
NEUSTAR IDENTITY
WHAT MAKES OUR IDENTITY FRAMEWORK UNIQUE?
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…the most up-to-date Identity
FRESH
ACCURATE
RELEVANT
Network Effect of 4B+ daily transactional data…
FRAUD PROTECTION
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FROG
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Identity Fraud $16 Billion Stolen from 12.7 Million Consumers
Annual Fraud Costs Reach
$32 Billion in 2014 – 38% Increase Over 2013
Two-thirds of Identity Fraud Victims in 2014 Previously Received Breach Notification
Sources: 2014 Javelin Strategy & Research LexisNexis Study
FRAUD IS RAMPANT
HOW COMPANIES USE NEUSTAR
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Fraud Risk Mitigation
Operational Efficiency
Improve Customer Experience
Raise Top Line Revenue
TCPA RISK MITIGATION AND OPERATIONAL EFFICIENCY
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?
IN SUMMARY
§ Must use Authoritative, Accurate phone intelligence that is updated Daily
§ Verify consumer Ownership, Reassignments & Phone Type
§ Insights from Phone Activity Indicators
§ Prioritize Best phone numbers; Cut the Highest Risk phone numbers
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OPERATIONAL EFFICIENCY & TCPA RISK MITIGATION
WINNING STRATEGIES: A PREVIEW OF WHAT’S TO COME
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WHAT THE DATA SHOWS
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KEY FINDINGS DERIVED FROM THOUSANDS OF ANALYSES
Over the top VoIP phones (Skype, Google Voice, Magic Jack) 2X-6X more likely to be associated with fraud
By focusing on active and accurate phone numbers, RPC and collection rates increase as much as 300%
Millions of dollars in cost savings associated with e-commerce (operational efficiencies and risk mitigation)
On average, 15-20% of phone numbers have been reassigned or are linked to a different consumer
300%
WHAT’S NEXT
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Call Forwarding
Greater Scale, Speed and Accuracy
IoT- Not Just Smoke Detectors
Fraud Continues to Evolve So Must We!