Confidential and Proprietary MARKETING ATTRIBUTION SUCCESS AT EQUIFAX: AN INSIDER’S PERSPECTIVE Terry Griffin, Senior Marketing Officer, Equifax Manu Mathew, Co-Founder & CEO, Visual IQ iMedia Brand Summit September 14, 2015

Confidential and Proprietary 2 Win a Lobster Clambake for 2!

Confidential and Proprietary 3 In Our First 9 Months… $1,250,000 savings in media spend

Confidential and Proprietary 4 Why Seek An Advanced Attribution Solution? Last-click attribution couldn’t assess multi-channel impact  Couldn’t prove ROI for mid- & upper-funnel, limiting scalability Move from “low-cost” to “value-based” acquisition approach Better understand the customer journey – channels & roles Needed to plan & measure investments across countries

Confidential and Proprietary 5 Goals For Our Attribution Engagement Learn true, accurate value of channel investments  Uncover relationships & roles of un-linked channels & tactics  Quantify mid-upper funnel activity  Discover cross-device impact Actionable Optimization  Identify wasted spend by channel and tactic  Reallocate spend accordingly for more informed optimization  Increase automation of media planning & buying Sizable annual media savings goal

Confidential and Proprietary 6 Implementation Process – What’s Involved? Identify & collect disparate data sources Establish common KPIs across channels/sources Normalize data sources into shared format Establish touchpoint linkage Configure interface & reports Incorporate historical data (if available) Build model Produce first attributed “TrueMetrics”

Confidential and Proprietary 7 What Was Learned from Implementation? Invest in getting the set-up right Need strong champions up and across the organization  Executive Sponsor – Demystify concept – Establish clear path to ROI – Communicate in chewable chunks and keep a frequent cadence  Program Leader (the “Velvet Hammer”) – Set clear vision & relentlessly reinforce – Requires cross-functional team commitment and management Make it “safe” for your agency partner  Find & stress mutual goals  Important to be channel agnostic  Get ahead of the concern about being replaced  Leverage VIQ scenario plans for quick wins/validation  Optimize aggressively – move from testing to “new normal” quickly

Confidential and Proprietary 8 Insights Equifax Is Uncovering Much longer impression-to-conversion window than thought Validated assumption regarding last-click model:  Touchpoints early in the customer journey were under-valued  SEM’s influence & impact on sales is lower than thought Contextual partnerships more valuable than thought Clarifies need to have media channels at all steps of the purchase journey

Confidential and Proprietary 9 The Future Of Attribution At Equifax Move to advanced attribution as our financial “source of truth” Automate attributed data into media buying platform Add cross-device attribution Incorporate LTV and audience segments

Confidential and Proprietary 10 Questions? Terry Griffin, Senior Marketing Officer, Equifax Manu Mathew, Co-Founder & CEO, Visual IQ

Confidential and Proprietary 11 And The Winner Is?