On target 2015, Anne Årneby, Rikard Candell, Bisnode
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Transcript of On target 2015, Anne Årneby, Rikard Candell, Bisnode
Anne ÅrnebyGLOBAL CMO
Bisnode
Rickard CandellDIRECTOR GROUP BUSINESS
DEVELOPMENT
Bisnode
SMART DATA– HOW TO BRING B2B MARKETING TO THE BLEEDING EDGE
Anne Årneby, CMO Rikard Candell, Director Business DevelopmentSeptember 2, 2015
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Anne Årneby
CMO
Rikard Candell
Director Business
Development
WHO WE ARE
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We are pioneering Smart Data to enable
our customers to make smart decisions
• 17 countries
• 2 500 employees
• 150 000 customers
• Revenue SEK 3 500 million
• >200 data sources
BISNODE – WHO WE ARE
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WE ARE PASSIONATE ABOUT DATA
COMPANIES
Number of active companies:
1.127.832Working
places: 1 206 182
Ratings:
companies have had
AAA rating for 24
years
Number of
processed annual
reports every day
Number of
deactivated
companies each year
Started
companies each
year
Number of
bankruptcies in
May
20 000 companies
switch industry each
year
Almost 2 000 000
people are
employed by
Swedish groups
world wide
48 000 groups in
Sweden that include
170 000 companies
10 800 default
judgements and 43
400 bankruptcy
estate inventories
each year
Companies change
telephone number
The trend is fewer
bankruptcies in
2014 than before
230 millions
BISNODE LOVES DATA
DATA SOURCES
OV
E
R
Deducated people working with our information
DA
TA
PR
OC
ES
SIN
GA
NA
LY
TIC
S
As well as dedicated analysts
PEOPLE
POPULATION 30 June
2014
Move this year
Ca. 3 million stationary
phone numbers
Ca. 11 million mobile
phone numbers
2012 women in
Eskilstuna earned
on average
Kr/yearNumber of
households
2012 we consumed over
1 654 billion Kr
Payment
defaults
are denied
every
month
(people and
companies)
2012 we borrowed
3 000billion Kr
VEHICLES
Data history since
11 years old
Swedish private cars
are on average
Registered for traffic
Number of private cars we have
information on:
We have information on
Types of cars of a
certain generation
county council Skåne
have over 90 %
environment friendly cars
snowmobiles
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HOW DO YOU FEEL ABOUT DATA?
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REASON 1: DATA IS EXPLODING
IN SIZE AND COMPLEXITY
20092015
1,2 ZB0,8 ZB
8 ZB
35 ZB
2020
2010
Variety of data growing
Interaction evolving
Cost of storing and
sending data 0
Number of devices and
sensors = billion
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LET’S ILLUSTRATE HOW FAST IT’S MOVING
http://pennystocks.la/internet-in-real-time/
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…our laws are slow to
change
…our ways of working are
slow to adapt…our brains remain the
same
REASON 2: OUR EVOLUTION IS NOT AS FAST
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WE MEND THE TEAR BY REFINING
BIG DATA INTO SMART DATA
Smart Data is the right data at the right time
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ONE EXAMPLE TO MAKE IT TANGIBLE
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SO HOW DO YOU FEEL ABOUT BEING
UP TO DATE WITH MARKETING TOOLS?
947 companies 1 876 companies
January 2014 January 2015
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TO MAXIMIZE EFFECT FROM QUALITY
TOOLS, YOU NEED HIGH QUALITY FUEL
NORDIC AUTOMOTIVE SPARE PART & SERVICE PROVIDER
40% CONVERSION RATE WHEN
USING DATA-DRIVEN TARGETING MODEL
40 % conversion
70 % returning customers
Improved accuracy of targeting
with predictive variables
Desire to increase revenue
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+136 % SUBSCRIPTIONS FROM
PERSONA BASED SEGMENTATION
SWEDISH NEWSPAPER COMPANY
136 % increase of subscribers
Data-driven targeting with
persona based parametres
Needed increased campaign
outcome but lower CPO
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THREE THINGS YOU NEED TO DO TO
CAPTURE THE POTENTIAL FROM SMART DATA
Embrace high quality tools
- Account based marketing
- Content marketing
- Marketing automation
Fuel them with hig quality
data => Smart Data
Dare to act and feel the speed!
=> Don’t get stuck
in analysis paralysis
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Do it ourselves
See what we can find
Use what we have
Dumb data Smart data
WHICH PATH TO CHOOSE?
Full universe Master Data platform
State of the art Analytics layer
Decades refined Rules engine
If you don’t make the tool,
why would you make the fuel?
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Because we are pioneering smart data
• Early days
• We have started to invest heavily
• We can’t do it on our own
• We want to work with you!
WHY ARE WE TELLING YOU THIS?
THANK YOU
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