Experian 2011 Annual Report Download - page 39

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Business review EMEA/Asia Pacific 37
Improving the effectiveness
of email marketing
CozyCot was recently ranked the most popular women’s beauty website in
Singapore. The accolade was achieved just three months after engaging
Experian CheetahMail to support the email marketing programme that helped
drive visitors to the website.
Previously, the majority of CozyCot emails were either failing to be delivered
or being classed as ‘spam’. Once Experian had successfully validated and
enhanced the company’s contact database, the proportion of emails reaching
their target leapt to 99%.
CozyCot is now well positioned to support its future growth using Experian
CheetahMail to track and measure its emails and to communicate with
customers in a very relevant and personal way.
Nicole Yee, founder of CozyCot, commented: “Anything that is worth having
doesn’t come easy, and that includes being ranked number one in the women’s
beauty category within a short time span”.
Year ended 31 March
2011
US$m
2010
US$m
Total
growth1
%
Organic
growth1
%
Revenue
Credit Services 184 190 (1) (1)
Decision Analytics 135 125 9 9
Marketing Services 183 139 31 17
Total – continuing activities 502 454 12 7
Discontinuing activities2 14 7 n/a
Total EMEA/Asia Pacific 516 461 13
EBIT
Continuing activities 54 51 7
Discontinuing activities2 (1) 1 n/a
Total EMEA/Asia Pacific 53 52 4
EBIT margin310.8% 11.2%
1. Growth at constant exchange rates
2. Discontinuing activities include a non-core business in Japan acquired as part of the email marketing acquisitions and
other smaller discontinuing activities
3. EBIT margin is for continuing business only
Organic revenue growth
7%
1%
6%
7%
7%
07 08 09 10 11
Total revenue growth
12%
6%
19%
13%
8%
07 08 09 10 11
EBIT (US$m) and margin
EBIT excludes discontinuing activities
EBIT margin is for continuing activities only
2007 and 2008 have not been adjusted for
discontinued activities
07 08 09 10 11
10.8%
54
11.2%
51
11.5%
49
12.3%
87
12.7%
73
2011 Revenue by activity1
Credit
Services 37%
Decision
Analytics 27%
Marketing
Services 36%
1 Excludes discontinuing activities