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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