Post on 13-Dec-2014
description
© 2011 Acxiom Corporation. All Rights Reserved.
A capability model for successfully reaching and engaging consumers
HOPE IS NOT A STRATEGY
November 17, 2011
ABOUT ACXIOM
> Vision: to be the most trusted partner for providing actionable customer insights to marketing leaders and their suppliers worldwide
> Mission: Acxiom refines data into insights to help marketing leaders make better business decisions
> Quick Facts:• 8,800 clients in 40 countries• Process 18 trillion consumer updates / year• Over 7,000 managed databases• NASDAQ: ACXM
3
The trademarks and registered trademarks on this page are the property of their respective owners.
Automotive
Retail
Communications, Media & Technology
Insurance
Travel & Entertainment
Financial Services
ACXIOM TRUSTED PARTNERS
4
MARKETING IS AT A CRITICAL JUNCTURE!
(JUST LIKE THE TRAFFIC IN SÃO PAULO)
Just 8% of their customers agree
A crisis in customer engagement
Source - Bain
2Forrester Research
A crisis in insight & focus…A crisis in insight & focus…
3comScore
CAPABILITY MODELFOR A CONNECTED WORLD
CAPABILITY MODELFOR A CONNECTED WORLD
1. REACH / ENGAGE YOUR AUDIENCECustomer value varies greatly
- 400%
+ 500%
Top 30% Next 50% Bottom 20%
0
Contribution toOverall Profit
Contribution toOverall Profit
Customer Value Segment
1. REACH / ENGAGE YOUR AUDIENCE
0
50
100
150
200
250
300
Personicx Consumer Segments
UV
In
dex
UV
In
dex
Retailer 1
0
50
100
150
200
250
300
Personicx Consumer Segments
Retailer 2
0
50
100
150
200
250
300
UV
In
dex
Personicx Consumer Segments
0
50
100
150
200
250
300
Cookware/Kitchen Accessories Buyer
UV
In
dex
Personicx Consumer Segments
Clothing/Apparel Buyer
Acxiom, comScore
Most firms are not getting their fair share of valuable buyers
13
1. REACH / ENGAGE YOUR AUDIENCEValuable buyers are hard to recognize
Acxiom, comScore
Portal 1 Portal 2
Portal 4Portal 3
UV
In
dex
UV
In
dex
UV
In
dex
UV
In
dex
Personicx Consumer Segments Personicx Consumer Segments
Personicx Consumer Segments Personicx Consumer Segments
1. REACH / ENGAGE YOUR AUDIENCEValuable buyers are hard to recognize
0
50
100
150
200
250
300
0
50
100
150
200
250
300
0
50
100
150
200
250
300
0
50
100
150
200
250
300
TV Network 1 TV Network 2
TV Network 4TV Network 3
Personicx Consumer Segments
UV
In
dex
UV
In
dex
Personicx Consumer Segments
UV
In
dex
Personicx Consumer Segments
UV
In
dex
Personicx Consumer Segments
Therefore,Most Firms…Under-invest inhigh value relationships
Over-invest inlow value relationships
1. REACH / ENGAGE YOUR AUDIENCENarrowcast, not broadcast
Retailer 1 v Portal 1
This retailer’s best customersare under-represented on this portal
PersonicX Consumer Segments
UV
In
dex
CAPABILITY MODELFOR A CONNECTED WORLD
2. MULTIDIMENSIONAL INSIGHTWhat do you see?
2. MULTIDIMENSIONAL INSIGHTJust about online context / behavior?
2. MULTIDIMENSIONAL INSIGHTJust about online context / behavior?
RELIANCE ON THE 18-49 DEMOGRAPHIC IS HAZARDOUS TO ALL MEDIA AND MARKETERS
David Poltrack, CBS
22
IF I ASKED MY CUSTOMERS WHAT THEY WANT, THEY SIMPLY WOULD HAVE SAID A FASTER HORSE
Henry Ford
2. MULTIDIMENSIONAL INSIGHT
CAPABILITY MODELFOR A CONNECTED WORLD
3. MARKETING CENTRAL NERVOUS SYSTEMData quality matters
CAPABILITY MODELFOR A CONNECTED WORLD
CONSUMERS ARE BOSSI’m in charge here…and you’re not
REMEMBER EVERY INTERACTION & LEARN
4. PERSONALIZED & COORDINATED ENGAGEMENTIllustration
Create this experience across media / channels
When Isabela visits a site, audience insights are leveraged to personalize the engagement
Meet Isabela
Married, 2 children, high value
Age 37
We know:•Social Class, Estimated Income, Household Demographics•Preferred media, channel & cadence•Transaction & response behavior
We predicted:•Loyalty / attrition score•Brand affinity & product propensity•Brand image & price sensitivity score•Product attribute / demand score
We noticed:She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase
4. PERSONALIZED & COORDINATED ENGAGEMENTIllustration
Create this experience across media / channels
When Isabela uses her iPhone, audience insights are leveraged to personalize the engagement
Meet Isabela
Age 37
Married, 2 children, high value
We know:•Social Class, Estimated Income, Household Demographics•Preferred media, channel & cadence•Transaction & response behavior
We predicted:•Loyalty / attrition score•Brand affinity & product propensity•Brand image & price sensitivity score•Product attribute / demand score
We noticed:She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase
4. PERSONALIZED & COORDINATED ENGAGEMENT
Create this experience across media / channels
When Isabela watches TV, audience insights are leveraged to personalize the engagement
IllustrationMeet Isabela
Age 37
Married, 2 children, high value
We know:•Social Class, Estimated Income, Household Demographics•Preferred media, channel & cadence•Transaction & response behavior
We predicted:•Loyalty / attrition score•Brand affinity & product propensity•Brand image & price sensitivity score•Product attribute / demand score
We noticed:She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase
THE NEED FOR A SAFE HAVEN
34
Your audience, addressable anywhere, reached with certainty
YOUR MONEY.YOUR INSIGHT.
CAPABILITY MODELFOR A CONNECTED WORLD
+15-30%Marketing ROI
+10-15%Customer portfolio value
+5-7%Points of margin
CAPABILITY MODELFOR A CONNECTED WORLD
CAPABILITY MODELFOR A CONNECTED WORLD
Tech Firm$200 million revenue/yr$4.5 million OpEx/yr
Retail Bank$100 million EBIT/yr
CPG Firm$500 million revenue/yr
Personalized experiences…...4-5X ROI
Concentrate ad spend………..3-5X ROI
Connect web footprints & outbound messaging….….....2X ROI
Connect print & digital…….......4X ROI
Connect call center & digital………………………...3-5X ROI
Connect mobile & email….….7.5X ROI
Connect TV/offline…………….17X ROI
Big MoneyEasy Money
NOW WHAT?
40
HOPE IS NOT A STRATEGY!
41
CAPABILITY MODELFOR A CONNECTED WORLD
Top 10 best practicesApplied Insight
Prioritize your proprietary insightData rights as part of every ad buy discussion
Safe haven to reach mutual customers of trusted business partners
StrategyPrioritize deeply branded experiences
Define success as improving customer portfolio valueAlter media mix and primary research approach
Partners should be agents not principalsOptimize the enterprise
Organizational CapabilityFuse proprietary analytics with customer recognition to personalize
Marketing central nervous system to influence and sense
UH, NOT EXACTLY…
42
WHAT COULD HAVE BEEN
owned
but couldn’t become
WHAT COULD HAVE BEEN
owned
but couldn’t become
WHAT COULD HAVE BEEN
owned
but couldn’t become
WHAT COULD HAVE BEEN
It’s not enough…A great customer baseA great productA great strategyA great team
Darwin always wins.
Will you?
© 2011 Acxiom Corporation. All Rights Reserved.
QUESTIONS? PERGUNTAS?THANK YOU. OBRIGADO.
Acxiom Brasil São Paulo | +55 11 3052 2111Alameda Lorena, 638/114Jardim Paulista, São Paulo, SP 01424-000
Porto Alegre | +55 51 3230 4400Av. Padre Cacique, 320/3º andar BMenino Deus, Porto Alegre, RS 90810-240www.acxiom.com.br
> Increase targeting efficiency & better attribute results to spend.
> Better influence & sense consumer behavior.
> More effective media substitution. Coherently integrate new media.
> Improve marketing results with trusted partners.
> Recapture value from ad tech intermediaries.
> Improve test & learn performance.
> Integrate & rationalize systems to reduce cost.
> Faster time to market.> Real-time personalized offers.
> Improve health and breadth of insight about customers.
> Acquire & extend more profitable relationships.
> Redirect less profitable relationships.
> Establish CLV-oriented KPIs to guide decision-making.
> Optimize customer segments & multichannel contact strategies.
> Increase number of recognizable consumers.
> Increase ability to recognize consumers across channels.
> Increase number of enduringly loyal customers.
> Effectively cultivate word of mouth.
> Optimize use of pricing incentives.
> De-commoditize intent.> Minimize auction risk of your
consumer insight.
+15-30%Marketing ROI
+10-15%Customer portfolio value
+5-7%Points of margin
CAPABILITY MODELFOR A CONNECTED WORLD