Welcome to the Consumer Data Interactive Guide

Transcription

1 home Welcome to the Experian s database of more than 49 million contacts provides a single, definitive and consistent view of the UK adult population. In this section you can explore our data attributes and classifications. data provides in-depth cross-channel insight to drive improved consumer marketing engagement. Get a taste for the type of data and insight can provide for three broad population groups. See first-hand how some of our clients have used data to help them understand their existing customers, discover and reach new customers, and more effectively engage with their audiences. marketing.services@uk.experian.com

2 level 1 - DD provides a definitive and consistent view of the UK adult population, containing accurate cross-channel contact data aligned with in-depth insight to drive improved consumer marketing engagement. Reach - comprehensive cross-channel contact data enables you to extend the reach of your marketing campaigns: Individuals: 49m s: 34m Mobiles: 20m Landlines: 25m Enrich - In depth insight into consumer characteristics, lifestyles and behaviours to improve the identification of your target audiences Engage - A common currency delivering consistent marketing messages to target audiences across all channels Finance & Insurance Charity Shopping & Mail Order News & Magazines Key: Using a combination of actual and modelled data Using 100% modelled data Derived from actual survey data (P) Person (H) Household Automotive Mobile & Demographics Television Segmentations Triggers Travel Technology & Internet Property & Utilities Interests & Hobbies

3 Insurance Finance & Have a debit card Have charge card Have credit card Have an American Express card Have a Visa card Have a store card Have gold or platinum credit card Have changed credit card Have purchased credit card or loan via the Internet Number of credit cards Always / Never / Rarely / Usually pay card in full Credit card provider is a supermarket / retailer Value of last statement on retailer credit card (Bands) Have transferred credit card balance in the last year / before last year Have never transferred a credit card balance Have / Do not have a personal current account Have used an unauthorised/ authorise overdraft in the last year Go overdrawn at least once a month / every 2-6 months Amount of last overdraft (Bands) Have an authorised / unauthorised overdraft in use at the moment Do not have an overdraft facility Channel used to conduct day to day banking Use online banking facilities of a traditional / specialist bank Do not use online banking Use / Have internet or phone banking Have used mobile, phone or TV banking Use telephone banking Liquid assets Non-liquid assets Estimated value of assets (Bands) Building insurance renewal month House insurance renewal month Have contents insurance Have joint buildings and contents insurance (H) Changed home insurance supplier at last renewal (P) Channel used to arrange home insurance Motor insurance renewal month Motor insurance - % no claims discount Breakdown cover insurance renewal month Motor breakdown cover - Green Flag Have fully comprehensive car insurance Have third party car insurance only Channel used to arrange car insurance Have life insurance Travel insurance renewal month Consider travel insurance Private medical insurance renewal month Consider private medical insurance Have pet insurance Have annual travel insurance cover Have private medical insurance Arranged pet insurance by internet via price comparison site Have mortgage payment protection insurance Have income protection insurance Have payment protection insurance to cover loan payments Have critical illness insurance Monthly expenditure on insurance (Bands) Have a loan Have considered a loan Have a personal loan secured / not secured against the home Use home collected credit Have a student loan Have a personal loan from a Have used a loan for debt consolidation Total personal loan amount outstanding (Bands) All loans amount outstanding (Bands) Outstanding mortgage Have a mortgage Consider remortgage Have remortgaged obtaining mortgage Have mortgage protection Have a mortgage on a property other than the main home Have a mortgage on the home they currently live in The mortgage on the main home is their first ever mortgage

4 Insurance cont. Finance & Have changed mortgage lender and borrowed more money at the same time Have changed mortgage lender but not borrowed more money Have increased mortgage borrowing from the same lender Have reduced mortgage borrowing by lump sum repayment Have re-negotiated mortgage terms with lender without borrowing more money Have a repayment mortgage Have an interest only mortgage Have an offset mortgage Have a personal pension (not a company scheme) Have a personal pension Will have a pension Have adequate / inadequate retirement income Make additional contributions to pension Have a stakeholder pension Have a self invested personal pension (SIPP) Receive or intend to receive an annuity Receive or intend to receive income drawdown pension scheme Have a money purchase company pension scheme Have a company pension Early retirement Likely to bequeath Receive an inheritance Have a funeral plan Have a will Shareholding value Make regular savings Have cash ISA Have cash ISA s or shares Have equity shares Have unit trusts Have stocks and shares Have considered stocks and shares Have a savings account with a bank or building society Have premium bonds Have an NS&I savings account Have NS&I bonds Have an equity ISA Have a unit trust (not as part of an ISA) Have stocks and shares (not as part of an ISA) Have an investment bond with a life insurance company Have a savings bond Have another type of investment product Have an instant access savings account Have a notice period savings account Have a bond or term savings account Have a child trust fund Have a children s savings account (other than child trust fund) Have savings (including ISAs) with a supermarket Have reduced holdings of investment products in the last year Have a child savings plan Have investments Interested in investments Who consult before making without consulting other sources Keep up with bills without Have fallen behind with many bills / credit commitments Do not have any debt problems Have sought professional advice over debt problems Have applied for credit and found it hard to obtain Have been actively pursued for overdue bills / credit commitments Currently being actively pursued for overdue bills / credit commitment Have fallen behind on bills / credit commitments but not being actively pursued Use a credit union Number of CCJ s in household Value of CCJ s in household services online Charity Type of charity supported Charity causes Charity donation channel Make annual charity donations

5 Shopping and Mail Order Where do grocery shopping Where shop Chose environmentally friendly shopping Chose organic or vegetarian food Regularly buy organic food Have done main grocery shop online Number of mail order catalogue accounts Number of times used mail order Have shopped by mail order Purchased books by mail order Own a digital camera Own an ipod Own a dishwasher Own a PC Have a laptop Have a computer Have a CD player Have a ipad Have a Gameboy Have an MP3 player Pay for goods by Paypal/ cash/cheque/credit card/ debit card/postal order/ credit/store card/voucher News and Magazines Type of magazine read Read television / radio listings Type of newspaper read Type of Sunday newspaper read Type of newspaper read regularly Read regional daily paper Which day buy a newspaper Read broadsheets/mid market/tabloid Read newspapers at the weekend Read newspapers and magazines on a portable digital device Regularly visit MSN/BBC/ Guardian/Telegraph website Trust newspapers more than the internet Automotive Car class New car bought using an unsecured loan Number of cars / light van owned Car type / model / make Car replacement year / month Car manufacturer Car registration When replacing car / next 12 months Car length of ownership Car fuel - diesel / petrol Type of car replacing with next No one drives in household Have a commerical vehicle Have company / private car Buy new / used cars Mobile and Mobile phone use: traditional uses (calls, text) Mobile phone use: nontraditional uses (downloads, , games, photo messaging, video) Use 1 SIM card Have 1 SIM card for business and 1 for personal use Mobile phone is on contract tariff Mobile phone is on Pay- asyou-go tariff Have recently looked into additional mobile services or accessories Monthly expenditure on mobile phone (bands) Mobile phone number Mobile contract renewal month / year Month/year purchased mobile phone Mobile contract - end year / month New mobile contract in 0-60 days Have a games console Order goods by phone/fax/post /in person/online

6 Demographics Financial Stress Segmentations Travel TV ISBA code Gender Age Date of birth Marital status Lifestage Family lifestage Households with children Number of children at home Age of children Child s DOB & gender Household composition Head of household Decision maker type Lone parent Elderly parent at address Number of adults in household Young person at address Financial Sophistication Index Main earner in household Net position score Net worth No full time earner in household Television channels only Have Freeview TV Have cable TV Have Sky TV Have digital TV Watch TV on demand Clientele Fashion Segments Financial Strategy Segments TrueTouch Green Segments Pixel Mosaic UK Mosaic Scotland Mosaic Northern Ireland Mosaic Public Sector Mosaic Origins Mosaic Global Mosaic Reach Triggers Have taken a holiday in / outside the UK in the last year Have taken a holiday in Europe in the last year Have taken a holiday in the USA in the last year Have taken a holiday outside USA / Europe in the last year Have taken a weekend / short break in the last year Type of holidays Where like to holiday Employment status Occupations Self-employed / Private Sector / Public Sector / Charity Finished full time education Have 3DTV Have home cinema Have a widescreen TV Have HDTV / LED TV / Web TV Homemovers Planning Applications Pregnancies New Mums Directorships Income (Value and Bands) Income band

7 Technology and Internet Search magazines and websites for technology information Friends and family often ask for advice on technology Enjoy hunting out the latest technology Use Use instant messenger Visit social networking sites Regularly visit Facebook / Myspace/Twitter/YouTube/ Linkedin/Spotify Have the Internet at home Access Internet via a dial-up connection/ broadband/mobile I frequently search magazines and websites for information about technology products and services My family and friends often ask my advice on technology products and services I m always keen to use new technology products as soon as they are available I love hunting out the latest technology products and services before anyone else catches on to them I like to get new technology products after they ve been out I only replace technology products when they go wrong or are broken When I am asked for advice about technology I have a lot of information to offer When I discuss technology with people I usually convince them of my opinion I tend to talk a lot about technology with friends Friends and family consider me a good source of information about technology Where use Internet for entertainment / leisure purposes Read blogs online Subscribe to newsfeeds / RSS online Listen to podcasts online Search for jobs online Look for property online Share videos / pictures online Buy or sell at online auction sites Shop for groceries online Shop for clothes and accessories online Create own website Create own blog(s) Visit magazine websites Visit government websites Visit television channel websites Visit price comparison websites Watch adverts online Rent DVDs online Download music online Pay to view content online Pay bills online Research holidays online Purchase airline tickets online Purchase train tickets online Purchase a car online Gamble online Play games online Play multiplayer role playing games online Visit Yahoo/Google/Ask/ Amazon/eBay regularly Play video games online Play the National Lottery online Book a holiday online Buy products or services online Check stocks and shares online Use and messaging online Make Internet voice calls Listen to the radio online Check cinema / theatre listings online Research family history online Read newspapers online Have broadband connection Shopped via the Internet - 1/2 to 3 times/4 plus times Have purchased fashion products by phone / internet Consider Internet subscription Enjoy Internet Have Internet subscription Have Internet access at home User of online ticket exchange/voucher/ coupon websites I believe that the brands I buy or use say something about who I am I like receiving s from retailers telling me about offers and promotions I like the convenience of researching on the internet but still enjoy shopping on the High Street I do most of my grocery shopping online these days I download all my music and never buy CDs

8 Technology and Internet cont. Make regular purchases using a desktop computer/ laptop/tablet/smartphone/ television/landline/ games console Purchase books online Purchase CDs / DVDs / videos online tickets / car hire / holidays online Purchase computer games online Purchase groceries online Purchase DIY / gardening products online Purchase clothes online Purchase health / beauty products online Property and Utilities Length of residency Year / Month moved to present address Age of property /Year built Number of bedrooms Home ownership Council tax band Property type Property value Resiendce type Tenure (SOHO) Own 1 or more properties other than your main residence Own properties other than main residence, rent them out all or sometimes / do not rent them out Electricity / gas / water consumption Mains gas availability Fuel poverty Water poverty Electricity bill value (Bands) Gas bill value (Bands) Phone bill value (Bands) Consider renewable / green energy Possibly consider renewable / green energy Interests and Hobbies Have a cat / dog Number of cats / dogs Interested in betting Interested in bingo Interested in casinos Interested in lottery scratch cards Interested in online gambling Play football pools Interest in photography Interested in fashion Interested in cookery Interested in DIY Interested in eating out Interested in gardening Interested in going to the pub Interested in theatre and the arts Interested in hiking Interested in music Interested in slimming Interested in wildlife Interested in world travel Interested in playing on games consoles Interested in grandchildren Interested in history Interested in doing the lottery Interested in puzzles Interested in shopping Interested in wines Interested in reading books Enjoy playing football Enjoy playing golf Interest in hair and beauty Interest in collecting plates Interest in dancing Interst in darts Interest in dating Interest in foreign travel Interested in gourmet food Interest in telecommunications Interest in National Trust Interest in nightclubbing Interest in playing records Intests in quizzes Interest in racket sports Interest in religious activities Interest in sailing Interest in science Interest in shopping

9 Interests and Hobbies cont. Interest in sightseeing Interesed in slimming Interest in sports Interest in stitching Interest in travel Interests in collectibles Interest in DIY/home improvement Interest in fashion/clothing Interest in pets Interest in art Interest in person astrology Interest in wildlife Enjoy motor sports Enjoy reading mystery/thrillers Enjoy competitions Enjoy cookery Enjoy country pursuits Enjoy crosswords/puzzles Enjoy current affairs Enjoy further education Enjoy military interests Enjoy railways Enjoy fantasy/sci Fi Enjoy theatre/arts Enjoy bowls Enjoy horse racing Enjoy rugby Enjoy boats/yachting Enjoy squash Enjoy tennis Enjoy hiking/walking Enjoy water sports Go horse racing Enjoy watching horse racing Enjoy classical music Enjoy feeding birds Enjoy rock music Enjoy ancient history Enjoy going to the gym Enjoy astrology/horoscopes Enjoy bird watching Enjoy cycling Enjoy reading books Enjoy home computer games Enjoy gardening Enjoy going to the pub Enjoy history Enjoy music Enjoy sewing / needlecraft Collect stamps Enjoy skiing / snowboarding Enjoy eating out Enjoy health, mind and body interests Enjoy pop music Enjoy home craft Enjoy home computing Enjoy cinema Drink whisky Have entered competitions Use online dating Enjoy wines

10 level 1 - TA Families with Children Retired Couples Young, Singles, Urban Families with Children Retired Couples Young, Singles, Urban CHARACTERISTICS: CHANNEL PREFERENCE: WEBSITES VISITED: CHARACTERISTICS: CHANNEL PREFERENCE: WEBSITES VISITED: CHARACTERISTICS: CHANNEL PREFERENCE: WEBSITES VISITED: Young children Good incomes ( 40-50k) Internet/Online Retired Seaside age Bungalows Young singles (18-25 age) Students Internet/Online Comfortable home Home life balance Sufficient pensions & savings to enjoy retirement Telephone TV Direct mail uk.finance.yahoo.com Creative jobs Degree-level education Bought a smaller property Rented accommodation CAR TYPE: CAR TYPE: City dwellers Homesharers CAR TYPE: PROSPECT COUNTS: ADDRESS 2.34m 877k SMS 680k TOTAL: 2.75m PROSPECT COUNTS: ADDRESS 1.5m 253k SMS 222k TOTAL: 1.73m PROSPECT COUNTS: ADDRESS 2.75m 941k SMS 725k TOTAL: 4.3m

11 level 1 - TA - 1 Families with Children CHARACTERISTICS: Young children Good incomes ( 40-50k) Comfortable home Home life balance CHANNEL PREFERENCE: Internet/Online WEBSITES VISITED: CAR TYPE: PROSPECT COUNTS: ADDRESS 2.34m 877k SMS 680k TOTAL: 2.75m * The prospect counts were taken in January 2014

12 level 1 - TA - 2 Retired Couples CHARACTERISTICS: Retired Seaside age Bungalows Sufficient pensions & savings to enjoy retirement CHANNEL PREFERENCE: Telephone TV Direct mail WEBSITES VISITED: uk.finance.yahoo.com Bought a smaller property CAR TYPE: PROSPECT COUNTS: ADDRESS 1.5m 253k SMS 222k TOTAL: 1.73m * The prospect counts were taken in January 2014

13 level 1 - TA - 3 Young, Singles, Urban CHARACTERISTICS: Young singles (18-25 age) Students Creative jobs Degree-level education Rented accommodation City dwellers Homesharers CHANNEL PREFERENCE: Internet/Online CAR TYPE: WEBSITES VISITED: PROSPECT COUNTS: ADDRESS 2.75m 941k SMS 725k TOTAL: 4.3m * The prospect counts were taken in January 2014

14 level 1 - CS Overview See first-hand how some of our clients have used data to help them understand their existing customers, discover and reach new customers, and more effectively engage with their audiences. Best At Travel Boden COOK Mobile network provider Helping an online tour operator grow their cross-channel marketing activity using Experian data and customer insight. Helping Boden to understand, attract and retain customers, so they can constantly reach, engage and win customers in new and better ways. Experian data and catchment area profiles sharpen COOK s location planning decisions. Mobile network provider drives sales through effective display advertising targeting and gains insight into buyer profiles.

15 level 1 - CS - 1 Best At Travel Best At Travel is a tour operator that s spent more than 20 years building a reputation for worldwide tailor made holidays. They currently have 19 specialist travel websites. We re very happy with the [...] quality of data that we have received. Knowing things like a person s propensity to buy certain products at certain times is insight we would never have had without Experian. [ ] Experian took the time to understand us and our needs, so we got real actionable insight from the data. Charlie Bateson, Head of Sales and Marketing Challenge As an online business the majority of Best At Travel s marketing was website focused, using tools like PPC and search engine optimisation to drive sales. However, ambitions to grow the business meant that they also needed to evolve their marketing strategy. They knew they needed to increase the size of their database, connect better with past customers and make more money out of things they sell all while reducing costs, so they started looking closer at what drives a conversion and the ROI on everything they were doing. Solution When Experian started working with Best At Travel, the first step was to profile the company s customer database so they could focus their marketing time and budget on the strongest areas of their data to drive more sales while reducing costs. Even though Best At Travel have a good general understanding of their customers, Experian was able to tell them who they are, what they are like and what they buy in far more detail than ever before. The second step was to supplement Best At Travel s database with quality leads that matched the profiles of their best existing customers the right data is crucial as even a small percentage increase in response will have a big impact on returns. Results: The first mailing the business sent using insight and data from Experian went to approximately 90,000 customers and generated a response rate of 1.5-2% - a significant increase on previous mailings. Conversion rates in their call centre also improved as more sales enquiries turned into actual bookings.

16 level 1 - CS - 2 Boden Initially mail order based, fashion retail company Boden now has a strong online presence and is expanding into the US and Europe. Challenge A cold acquisition approach, renting third party data, led to Boden renting more than 100 separate lists, which was inefficient, expensive and unfocused, especially as they wanted to grow acquisition. With so many lists, contact records overlapped, meaning Boden could be paying multiple times to access the same information. Boden wanted to transform engagement by: Improving its understanding and identification of its highest value customers; Tailoring catalogues to customer and prospect needs; and Targeting the right catalogues to the right people. Experian s analysis, strategic thinking and tactical deployment have been invaluable. They are an integral part of our business. Reactively, they re there to offer support whenever we need it; and proactively, they re consistently thinking about new ways to help us achieve our goals. Nelissa Ishmael, Boden Solution Boden s Nelissa Ishmael explained, we needed a partner with the understanding and resources to deliver what we wanted to achieve. Experian have embedded a team of marketing, data and planning experts that got down into the detail to build a strategy that has transformed our marketing approach. Experian s work with Boden included: Defining a targeted prospect pool to underpin Boden s marketing; Building multiple models of behaviours and propensities to better predict Boden s best new customers and maximise returns. Results Experian helped Boden to attract customers by targeting its mailing lists much more effectively. Experian s data now makes up over 85% of all customer selections for Boden campaigns. An ongoing test and learn approach, coupled with greater understanding gained from Experian insight, has also helped Boden to engage better with customers for improved retention.

17 level 1 - CS - 3 COOK Challenge COOK realised that a site that appeared to be perfect for a new store sometimes failed to deliver the results they had hoped for. Without accurate geographic and demographic analysis of the areas they were moving into, it couldn t identify the towns, and indeed the specific sites within these towns, that would maximise returns. In 1997, brothers Edward and Dale Perry came up with an idea that was to break the mould in food retailing. It led to the creation of COOK, which for the first time brought premium meals to freezer cabinets across the country. Today, high quality foods sold in 57 stores and concessions in select supermarkets have made COOK a recognised and highly respected brand on the high street. Experian data is sharpening our location planning decisions. Solution Experian s online mapping tool, Micromarketer Online, allows COOK to upload customer information from its mailing lists and other sources to visualise demographic and segmentation data from Experian Mosaic UK. This solution brings COOK three critical insights to help them optimise the siting of new stores. They can now: 1) Precisely understand the lifestyles and purchasing habits of the customers most likely to buy from them. 2) Analyse the local environment of any new store, including market size, value and opportunities for growth. 3) Identify the catchment area of a new store and visualise it. COOK can now model customer behaviours, better forecast sales, optimise its supply chain, target and tailor marketing campaigns, and ensure that new and existing stores aren t competing for the same customers. Andy Bryce, COOK Results COOK s Harpenden store was one of the first chosen using data from Experian. In less than two years it has grown into one of the company s top three performing outlets.

18 level 1 - CS - 4 Mobile network provider Objectives Drive sales through effective targeting of current and potential customers Measure the number of offline sales that were a direct result of the online activity Identify buyer profile insights generated by post campaign research to optimise future customer targeting and product development Experian worked with a major mobile network provider run an online campaign on the Microsoft Media Network. Solution Combined data from Microsoft, Experian and the client was used to precisely identify the correct target audience. This gave the client the ability to reach verified customers with relevant creative and messages. It also enabled robust lookalike models to be built based on more than 450 key socio-demographic attributes held by Experian. 56 million impressions of the client s ads were served to three key audience segments: Current customers (11 million) Contract handset lookalikes (40 million) Contract SIM lookalikes (5 million) Results Research carried out by Experian after the campaign enabled the client to accurately attribute both online and offline sales to consumers exposed to the online display campaign. Experian s analysis identified by identifying those exposed to the campaign who entered its CRM system during or shortly after the campaign from core retail sales, inbound telesales, online sales, outbound telesales and other direct sales. This demonstrated to the client how an online display campaign can influence offline behaviour.