Bisnode

VALUEOFOFFLINE+ONLINEDATAEDOARDOJACUCCI – CHIEFPRODUCTOFFICER,BISNODEDigitalInnovator´sSummit– Berlin,Germany– March20-212017

Bisnode

KEYFACTS2017• LeadingwithinData&Analytics• 18countries• 2,400employees• 150,000customers• RevenueEUR360million• Marketing+Risk&Credit• B2C+B2B• HeadquarterinStockholm,Sweden• PartnerwithDun&Bradstreetsince2002

B2CMARKETING:WHATWEDO?

Threewayswehelpourcustomers

MASTERCONTACTMANAGEMENT

CUSTOMERLIFECYCLEMANAGEMENT

TARGETEDOMNICHANNEL

550+ITALLSTARTSWITHDATASOURCES– LOTSOFTHEM

INDIVIDUAL§ Gender§ Age§ Personas

LIFE§ Purchasingpower§ Income§ Urbanisation§ Typeofhome§ Education§ Ageprofile§ Phaseoflife§ Levelofinboundmigration§ Neartocoast§ Electionresult

GEOGRAPHY§Municipalgroup§ Postalcode§ Taxburden§ Electionresult§ Othergeographicaldata

HOUSEHOLD§ Phaseoflife§ Purchasingpower§ Otherhouseholdvariables

WECREATE50-100VARIABLESPROFILINGCONSUMERS

• Numberofpeopleinhousehold

• Household’spurchasingpower• Householdwithhomemortgage• Householdwithprivateloans

• Newcar• Secondcar

• Changecarin0-2years• Changecarin3-4years

• Probablenextcar

• Holidayhome• B2Brole

• Householdhasmoved• Someoneinthehouseholdhasmovedin

• Familieswithchildrenaged0-6• Familieswithchildrenaged7-12• Familieswithchildrenaged13-17

• Purchasingwindowforhomeinsurance• Purchasingwindowforelectricityagreement• Purchasingwindowforbroadband

• Makecontributionstoaidorganisations• Buythroughdistanceshopping• Buylotteryticketsanddothepools• Internethabits:

• Downloadmusic/films/games• WatchTV• Socialnetworks• Worksonline

VERYDETAILEDVARIABLES… – EXAMPLEHOUSEHOLD

HELPINGTHEMEDIAINDUSTRYGROW

ONLINE OFFLINE

0,50

5,28

0,00

1,00

2,00

3,00

4,00

5,00

6,00

AverageFacebookAdsCTR FacebookAdCTRboostedwithofflinedataintelligence

FacebookAdsClickThroughRate(CTR)

Source:Nanigans EuropeanFacebookAdvertisingBenchmarkReport.

VALUE? WEIMPROVEDFACEBOOKADSCTRBYOVER10X

Percentage 10x

Wealth

Age

Phaseoflife

Income

county

Childrenindicator

Gender

Education

Typeofresidential

Mobilephone indicator

..........................

SCORETHEENTIREPOPULATION

Collectthousandsofsurveys

Createpredictivemodels usingourofflinedata

Whatareyourinterests?

WEDEVELOPEDAMODELFORCULTURALANDECONOMICCAPITAL

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

likely unlikelyYOURHOLIDAYPREFERENCES?

Hikinginthemountains

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

YOURHOLIDAYPREFERENCES?

Charter

likely unlikely

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

YOUAREREALLYINTO...

Health&wellbeing

likely unlikely

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

YOUAREREALLYINTO...

Cellphones

likely unlikely

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

MOBILITY

Mostpopularcar

likely unlikely

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

VWGOLF

MITSUBISHIOUTLANDER

KIASOUL

TOYOTAPRIUS

YOULIKETOSHOP

ONLINEAUCTIONS

likely unlikely

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

YOULIKETOSHOP

MORETHAN1HOURDAILYONLINESHOPPING

likely unlikely

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

YOUUSUALLYREAD... likely unlikely

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

AFTENPOSTEN

YOUUSUALLYREAD...

DINEPENGER

likely unlikely

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

“Whoscoredhighonthebuyingimpulsiveness scaleweremorelikelytobesensitivetoadvertisements”

RESEARCHSAYS...

Source:http://acrwebsite.org/volumes/8383/volumes/v27/NA-27

IMPULSIVENESSSCORE:

Collectthousandsofsurveys

Createpredictivemodels usingourofflinedata

Wealth

Age

Phaseoflife

Income

county

Childrenindicator

Gender

Education

Typeofresidential

Mobilephone indicator

..........................

Areyouimpulsive?

WEDEVELOPEDAMODELTHATSCORESIMPULSIVENESS

High

Medium

Low

• Lookfornewexperiences

• Spendmoneyonshorttermrewards

• Dodailygroceryshopping

• Shopbymailorder

• Buyaninstallmentplan

• Besubjecttopaymentremarks

1,5x

2x

1,5x

2x

2x

9x

IMPULSIVEPEOPLEHAVEVERYDISTINCTBEHAVIOR

What? Howmorelikelyifhighimpulsivity?

YOUAREMORELIKELYTOGET...

PAYMENTREMARKS

likely unlikely

HIGHCULTURE

LOWCULTURE

HIGHNET

WORTH

LOWNETWORTH

ONLINE OFFLINE

• 10xFacebookAdsClickThroughRate• Subscriptionleadsandchurnreduction• Contentrecommendations

• Uniquetargetedadvertising• GDPRcompliance

HELPINGTHEMEDIAINDUSTRYGROW

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