February 24, 2015

Furniture Webinar: Using Big Data to

Target In-Market Shoppers

May 6, 2015

Presenters

Terry Fitzgerald

Director of Client Services

• Extensive experience in working with well-known brands, including MasterCard, Kohl’s, GM and AT&T Wireless.

• Previous positions include Founder of Attain Group, EVP at MRM Worldwide, and SVP at Digitas.

• Over 26 years experience in database marketing and analytics.

• Previous positions include Executive and Account Management roles at Acxiom, Epsilon, and Experian Marketing Services.

Anders Ekman

President

Webinar Topics

Key Themes in Furniture Retail

Identify New Prospects with Foundational Data

Identify In-Market Furniture Shoppers with Fast Data

Options to Target Consumers with Personalized Offers

Q&A Session

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Data Products &

Services

Data Integration

&Quality

Analytics&

Business Intelligence

Our Solutions

Furniture Retail Client Example

Customer centric analytics Combines online behavior and in-store purchase history trending over 7+ years.

Multi-Location Furniture Chain, $250MM in Sales

Integrated 7 source systems, including POS, credit data and online behavior.

Fully functional marketing solution in 8 weeks.

Over 20+ data-driven marketing programs in market today.

Traditional retail advertising is becoming less effective as today’s consumers seek targeted and personalized offers.

Must engage consumers across channels according to their preferences and to reach changing demographics such as millennial shoppers.

Marketers are often limited to using lists from common data sources that provide zero competitive advantage.

Marketers are feeling more pressure to use Big Data.

Key Themes in Furniture Retail

Traditional vs. Data-Driven Marketing ROI

Decreasing spend in favor of data-driven marketing campaigns.

Data-as-a-Service(DaaS)

On-line behavioral data (in-market purchase indicators)

Link offline and online IDs for omnichannel targeting

3rd party consumer data (250MM US consumers, 300 data elements)

1st party data (POS, billing systems, customer service records)

Foundational:Build A Better

Long Term Target Data Set

Onboarded:Connect

Offline and Online IDs

Fast:Target the Right In-Market

Customers and Prospects

Data-as-a-Service Leverages The Modern Data Ecosystem To Deliver Better ROI

Acquire More Customers with FurnitureROITM Data Solution

FurnitureROITM Data Sources

1. DataMentors’ Consumer Database: Identify New Prospects• 250MM US Consumers, 300 Data Elements.

2. Onboarded Data: Digitally Addressable Dataset for Real-Time Messaging• Link offline data to online IDs.

3. Millennial Data: Target Millennial Consumers with Multi-Channel Messaging• Data on 42MM millennials with rich contact data including email address and mobile number• Segment millennial consumers by proximity to your store location, income, home-owner or renter and more.

4. Pre-Mover and New-Mover Data: Send Offers to Consumers Who May Soon be In Market• Web mining to identify pre-movers and new movers who may soon be in-market for furniture. • Real-time data on new rentals, houses sold, geography, income level and more.

5. Social Signaling Data: Boost Customer Acquisition Through Social Prospecting• Social media furniture purchase signaling, such as “excited about the move”, or “looking for a leather couch”.

DataMentors’ 250MM

Consumer Database

Onboarded Data Millennial Data Pre-Mover and New-Mover Data

Social Signaling Data

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DataMentors’ 250MM Consumer Database

1) Identify New Prospects with 3rd Party Data

Identify new prospects from 300+

data elements

Age

Recent Home Buyer

Home Square Footage

Home Ownership

Home Improvement

and Decorating Interests

Expectant Parent

Income

Recent Divorce

Foundational:Build A Better

Long Term Target Data Set* 1st party & 3rd

party data

2) Identify and Target Millennial Consumers

In order to compete for Millennials, furniture retailers need to understand the lifestyle and behaviors of this increasingly influential segment and find innovative ways to earn their business.

Email address Mobile number Income Age Home ownership

Home square

footage Home decorating

interests And more

2012 2014 2012 2014

20%

4%

19%

3%

24%

29%

45%

36%

42%

30%

24%

33%

14%

37%

12%

28%

Furniture and bedding buyers

Total dollars spent on furniture and bedding

Millennials

Generation X

Baby Boomers

Seniors

2012 2014 % change

Millennials $11.1 $27.0 142.1%

Generation X $22.3 $31.8 42.7%

Baby Boomers

$41.8 $34.7 -17.0%

Seniors $17.7 $3.0 -83.3%

BUYING TRENDS BY GENERATION% share by generation

FURNITURE AND BEDDING SPENDINGIn billions

Source: Furniture Today’s Consumer Buying Trends

Data on 42MM millennials with rich contact data:

3) Onboard Data to Target Prospects Online

As part of a data onboarding process, matches are made between offline data and online user profiles.

Onboarded Data: Link offline data to online IDs for digital campaigns.

OFFLINE• Name• Phone

number• Physical

address

ONLINE• Email

addresses• On-line

cookies for display ads

• Social IDs

4) Identify Consumers Who May Soon be In Market

New Mover DataAverage new movers per week: 500,000

Average new homeowners per week: 340,000Total file (12 months): 27 Million new movers, 18

Million new homeownersAppended demographics provide neighborhood

attributesEthnicity/language/religion/gender coded

65% with previous address

Pre Mover DataData on pre-movers over a period of 0-6 months, and includes approximately 1.8 million active pre-

movers at any time.20,000 to 75,000 new listings, de-listings, and

changes every day.Data goes through an extensive data append

and hygiene process, including standardization and DPV validation.

Pre-Mover and New-Mover Data: Innovative web mining technology identifies pre-movers and new movers who may soon be in-market for furniture.

5) Boost Customer Acquisition Through Social Prospecting

Social Signaling Data: Monitor social media for furniture purchase signaling

92% of all marketers indicated that their social media efforts have generated more exposure for their businesses. (Social Media Examiner)

By spending as little as 6 hours per week, over 66% of marketers see lead generation benefits with social media. (Social Media Examiner)

Map In-Market Shoppers Near Store Locations

• 38,200 New Movers• 3,700 Pre Movers

Results Around Store Location #1 (20 mile radius)

Social shoppers looking for furniture

137,000 Millennials • 63,800 with annual

income of $50K +

Social shoppers looking for a competitor

Options to Target Consumers with Personalized Offers

Prospects are delivered to you in real-time for targeted campaigns using your channel systems, ad agency, or through DataMentors’ execution partnerships.

Mobile Ads

Email Campaigns

On-Demand Direct Mail

Executive level visualization

of key operational

KPIs.

Profit Ratio Profit vs Goal Profit Trending Profit Forecast Profit by Zip Map Profit by Store

Distance 80/20

Visualization Competitors Best Customers Sales by City Map Sales by

Customer Map Demographics Quarterly

Statistics

Implement Solutions to Measure ROI

Q&A Session

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Download the webinar to listen to the entire audio.