Developing and Executing a
Global Data Strategy
March 16, 2010
Equifax Confidential and Proprietary
Agenda
Equifax Overview
Defining Data Strategy
Executing Data Strategy
Closing Comments
Questions and Answers
2
Equifax Confidential and Proprietary
Equifax Overview
Equifax Confidential and Proprietary
Equifax Quick Facts
$1.8 billion global leader in information solutions
Member of S&P 500
Spans 15 countries
NYSE symbol- EFX
Headquartered in Atlanta with 6,500 employees
Maintains one of the largest sources of data
–310M consumers,100M businesses worldwide,190M employee files
4
Equifax Confidential and Proprietary
Equifax Corporate Organization
Consumer
Information
Solutions
Commercial
Information
Solutions
International
Personal
Information
Solutions
Workforce
Solutions
DELIVER UNIQUE SOLUTIONS…
Information
Analytics &
Insight
Enabling
Technology
…TO MEET CUSTOMER NEEDS
Marketing
Risk Management
Employment Verification
5
Equifax Confidential and Proprietary
Collections
A Resilient Growth Strategy
Greater
share-of-wallet
and penetration
Increase Technology
Services & Analytical
Services penetration
• Customer intimacy
• Enhanced decision
• New Product Innovation
• Value-based pricing
• Actionable account
planning
Invest in
data sources
that differentiate
• Robust commercial
systems and analytics
data file
• Increase mix of
transactions delivered
through Enabling
Technologies
• Positive credit data
globally
• Increase employment
records in The Work
Number (TALX)
• New non-credit data
6
Equifax Confidential and Proprietary
Target emerging
opportunities
• New vertical markets
• Geographic market
expansion
• New applications of
existing data
Equifax Data Assets
Wealth/Asset
Data
Micro
Finance
Income &
Employment
Data
Securities
Compliance
Data
Telephone
& Utility
Data
External
Data
Identification
& Linking
Data
Core
Credit
Data
Fraud &
Authentication
Data
Credit
Inquiries
Commercial
Data
Telephone
Numbers
Corporate
Linkage
Demographic/
Firmographics
7
Equifax Confidential and Proprietary
Why Data Strategy?
Grow revenues and profits
Establish competitive advantages
Create global consistency
8
Equifax Confidential and Proprietary
Data Strategy Defined
Our Data Strategy focuses on generating revenue
growth by acquiring and leveraging data sources
that differentiate us.
The Data Strategy tells us what data is needed,
why the data is needed and how that data will be
acquired and integrated in solutions.
Our Data Strategy is an integral part of the Equifax
Growth Strategy.
9
Equifax Confidential and Proprietary
Data Strategy Themes
Focus on customer problems and market needs
Leverage our existing data
Acquire new data to create differentiation/fill gaps
Use analytics to assess data value
Establish data management, quality, integration
and governance standards
Create a Data ROI model
Leverage best practices globally
10
Equifax Confidential and Proprietary
Our Template Provides the Data Strategy
Framework
Customer Need
Data Need
Integration Strategy
How will the data be
What is the customer What data is needed to integrated to make it
problem being
solve the customer
useable for products
solved?
problem?
and analytics?
Dependencies?
Buy, Build or Purchase
Customers Addressed
Competitive Scenario
Revenue Impact
Priority
Buy the data
company/M&A, Build
the data ourselves or
Purchase from a data
company
Industry
Behind Competition
High
High
Top 20
Parity w/Competition
Mediium
Mediium
Regional
Ahead of Competition
Low
Low
11
Equifax Confidential and Proprietary
Data Strategy Example
Customer
Need
Data Need
Integration
Strategy
Buy, Build or
Purchase
Customers
Addressed
Competitive
Scenario
Revenue
Impact
Priority
Financial
Services
Ahead of
Competition
High
High
•Consumer
Credit data
•Financial
Services
companies
need to
understand a
consumer’s
“ability to pay”
for better risk
decisions
•Income/
Employment
data
•Asset/Wealth
data
•Property data
•Commercial
Credit data
•Telco/Utilities
data
Create a data
integration
platform to
house and link
key data
sources for a full
view of a
consumer
•Leverage existing
data
•Build Telco/Utility
Exchanges
•Acquired TALX
and IXI
•License 3rd-party
data sources
•Macroeconomic
data
12
Equifax Confidential and Proprietary
A core data strategy emerged around a 360º
financial view of an individual
 Income and
 Consumer and
employment data
commercial credit
 Telco/Utility
Credit
Capacity
payment data
Consumer Liabilities
Collateral
 Assets and wealth
 Property data
Consumer Assets
13
Equifax Confidential and Proprietary
 Macroeconomic data
 Capacity score
Consumer Income
Leveraging Data Assets is a Key Data
Strategy
Data Asset
Current Uses
Expanded Uses
Property Data
Direct Marketing
Consumer Risk, ID/Fraud
Small Business Credit
Commercial Risk
Consumer Risk for Small
Business Owners
Employment /Income
Data
Verifications, Collections
Consumer Risk, Account
Management, ID/Fraud
14
Equifax Confidential and Proprietary
Challenges and Solutions
Category
Challenges
Solution
Data functions are fragmented with
inconsistent roles, responsibilities,
decision right and skill sets
Dedicated Data Leaders in each business
unit empowered to execute data initiatives
TECHNOLOGY
Data exists in application silos and legacy
systems and is not optimized for use
across applications
Systems and processes to store, integrate
and leverage data across multiple
applications
PROCESS
Data is not governed as an asset resulting
in sub-optimal data usage, data
inconsistencies and operational
inefficiencies
Corporate Data Governance Council with
clear decision rights to develop data use
policies and standards
Value of data is unclear and hard to
measure
Tools to understand data value and ROI
resulting in better and faster data decisions
Inconsistent tool, practices and metrics
Implement better tools, standard data
quality metrics and best practices
Priorities are not aligned
Establish priorities at Business Unit and
Corporate levels and fully communicate
Funding is internally competitive
Show ROI to fund investments or drive
down the cost of data to self-fund initiatives
PEOPLE
DATA VALUE
DATA QUALITY/
METRICS
COMPANY SUPPORT
FUNDING/RESOURCES
15
Equifax Confidential and Proprietary
Execution of Data Strategy
16Equifax Confidential and Proprietary
Create a Global Data Center of Excellence
17
Equifax Confidential and Proprietary
Data Sandbox
18
Equifax Confidential and Proprietary
Data Integration Framework
19
Equifax Confidential and Proprietary
Example: Data Strategy Dashboard
Projects/Initiatives
Customer Need
Financial Services companies
need to understand a
consumer's "ability to pay" for
better risk decisions
Legend:
Did we hit
milestones
this month?*
Data Need
Line(s) of Business
Owner
Targeted
End Date
Wealth/Asset data
Credit Risk
Jackson
12/31/2010
Yes
Property data
Credit Risk
Jones
11/30/2010
No
Employment/ Income
data
Credit Risk, Credit
Marketing
Edwards
9/30/2010
Yes
Commercial Credit
Data
Credit Risk
Carter
3/31/2010
Yes
At Risk
Not Started
Completed
On Track
Caution
20
Equifax Confidential and Proprietary
Education and Communication
Communications Plan
Data Inventories
accessed through
Intranet
Town Hall Meetings
Data Innovation
Contests
Status Meetings
Internal Publications
21
Equifax Confidential and Proprietary
Knowledge Transfer Networking
Communities leverage expertise globally
Representation from Data, Product and Sales
across all countries and business units
Exchange of ideas, best practices and processes
through weekly conference calls and shared
intranet site
Break down of silos across multiple languages
“Shamelessly steal” ideas
22
Equifax Confidential and Proprietary
How We Measure Our Success
23
Equifax Confidential and Proprietary
Data Acquisition Best Practice
Equifax Confidential and Proprietary
Data ROI Best Practice
Equifax Confidential and Proprietary
Data Assessment of Each Business Unit
26
Equifax Confidential and Proprietary
Final Thoughts
The data strategy is an integral part of the growth strategy
Themes must be defined to provide focus and address
customer needs
Challenges/solutions must be identified and implemented
Data investments must be supported by ROI
Execution requires:




Executive support
Owners of the initiatives
Resources/Tools
Best Practices
Data Strategy is a on-going, company-wide process - not a
single activity
27
Equifax Confidential and Proprietary
Questions and Answers
Equifax Confidential and Proprietary