Eis tue 1300 sponsored lunch acxiom

®

ACXIOMCORPORATION

Email can drive customer engagement in a connected world

ACXIOM CORPORATION

Acxiom serves 5,700 clients and actively manages 350 of the largest 500 marketing ecosystem worldwide. Named No. 1 U.S. Agency in 2010 for third year in a row, Ad Age

Named No. 2 in “World’s Top CRM/Direct Marketing Agencies,” Ad Age

CONFIDENTIAL 2

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A Brief History of Email

• PROFS•Local Area Networks drove the use of PC/LAN based email•Soft Switch•AOL•Internet SMTP in mid nineties•Gateway to consumers became ISP’s •Hotmail was launched in 1996•Launch of ESP’s •15 years with incremental innovation

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Is Email Dead

Absolutely Not

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IT’S A CONNECTED WORLD

Today’s Message> Marketing is at a critical

juncture, Change is needed• The times they are a changin

> Seize the future, right now• Turn and face the change

> It’s all about engaging with today’s connected consumer• Make sure your connected, the

writings on the wall

> The payoffs are enormous for Insight based engagement

(Source: Borrell Associates)

LIVING NEXT TOTHE TRAIN TRACKS

$112 BILLIONof advertising is wasted each year in the US alone

22%of Americans feel advertising is credible…compared to 45% for talk shows

42%of consumer media consumption is online

500 BILLIONconsumer-to-consumer comments on products & services

A CRISIS IN CUSTOMER ENGAGEMENT

JUST 8% OF THEIR CUSTOMERS AGREE

80% of CEOsBELIEVE THEIR BRAND DELIVERS A SUPERIOR CUSTOMER EXPERIENCE

A CRISIS IN ADVERTISING DELIVERY

80% OF ONLINE ADVERTISINGFAILS TO REACH ITS INTENDED AUDIENCE

JUST 32% OF SENIOR MARKETERS

KNOW HOW THEIR CUSTOMERS

BEHAVE ACROSSCHANNELS*

MULTICHANNEL BUYERS ARE 4–5X PROFITABLE

A CRISIS IN INSIGHT & FOCUS

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CAPABILITY MODELFOR A CONNECTED WORLDTARGET 15-30% OF SPEND TO REDIRECT

NARROWCAST. NOT BROADCAST.

1. REACH/ENGAGE YOUR AUDIENCE

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AUDIENCE MANAGEMENT SYSTEMYOUR AUDIENCE, ADDRESSABLE ANYWHERE, REACHED WITH CERTAINTY

Safe Haven

Online Display200mm Profiles

Advertiser

Audience

PublisherAudience

Advertiser

Enhance

Anonymize

Match

Just Your Audience

Anonymous Match

Real Time Data Exchange

Delivery Integration

Partnership Ecosystem

Product Propensities

Channel Preferences

Media Preferences

Customer Behavior

External Insights

Attitudes / Personas Print144mm Households

Mobile30mm Users

Email70mm Addresses

TV14mm Households

Social650mm Profiles

Call Center73 million numbers

Apps

Publisher

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CAPABILITY MODELFOR A CONNECTED WORLD

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2. MULTIDIMENSIONAL INSIGHT

SORRY, THERE ARE NO SILVER BULLETS

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CONSUMER INSIGHT & RECOGNITION

Product Propensities> Propensities across the conversion funnel> Next best product to sell> Likelihood to recommend

Media Preferences> Media consumption> Explicit preferences> Implicit preferences> Context preferences> Contact/cadence strategy

Channel Preferences> Shopping pathway> Preferred buying channel> Preferred research channel> Preferred service channel

Interests & Attitudes> Purchase intent by category> Recreational interests> Social Causes

Geodemographics> Age> Occupation> Gender> Location> Ethnicity> Family / size of household> Life stage / life event

Monetary Indicators> Income indicator> Wealth indicator> Discretionary spending> Real property indicators

Relationship Profile> Customer segment history> Product ownership history> Current & lifetime value> Share of wallet> Marketing budget by customer

Interaction History> Service history> Promotion history> Response history> Across channels

Brand Advocacy> Net Promoter Score> Degree of social influence> Brand metrics at customer level

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> Multi-sourced & verified insight – thousands of online & offline sources

> Knowledgebase and algorithms drive consumer recognition & insight

> Insight from anonymous to known> Real-time across all digital identifiers> Real-time push/pull of insight> Delivered on-premise or in the cloud> Strategists & analysts specializing in

multidimensional insight

ACXIOM ENABLES MULTIDIMENSIONAL CONSUMER INSIGHT & RECOGNITION

Product Propensities

Media Preferences

Channel Preferences

Interests & Attitudes

Geo-demographics

Monetary Indicators

Relationship Profile

Interaction History Brand Advocacy

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Rules-Based Access Control

Sales Workbench Call Center

Addressable TV

Interactive Data Store

Websites Service

3rd Party Websites

Profanity Scrub

Recognition Hygiene Offers IdentityEnhancement

AnalyticalInsight

LifecycleExperience

Mobile

Messaging Interface

Real-Time Services

Other Addressable Media (e.g. YouTube)

Full View of the Customer

Interactive Marketing Platform

Email

Client Solution

https://owa.acxiom.com/exchange/Tom.Hutchison/Inbox/Acxiom%20Story%20V2%20(3).ppt.EML/Acxiom%20Story%20V2%20(3).ppt/Desktop/Solutions/Customer%20Data%20Integration.PPT




































Strategic Support: Multi-Channel Contact Optimization, Customer Engagement and Life Cycle Customer Management Strategies

Multi-channel Campaign Management: 400+ marketing programs supporting thousands of promotions annually including 200m emails with +92% deliverability

Channel Engagement: New vehicle launch campaigns that include coordinated search, relevant banner ad, email and direct mail campaigns

Marketing Information and Analytics: Integrated analytical tools and data supported with central customer data warehouse.

Marketing Database and Data Infrastructure: Privacy compliance, supporting enterprise-wide recognition service to uniquely identify customers and prospects, supporting real-time customer experience personalization

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The Services Solution: Optimizing marketing communications across channels, promotions and relationships

The Solution: Integrated customer contact strategy engine with goal of providing true “360°” customer view that: Optimizes customer touches Optimizes marketing communication by

looking across all offers, channels, product, timeframes and promotions, as well as relationships, to decide the best communication strategy for each customer

400+ marketing programs supporting 1,000’s promotions annually

200M emails annually with >92% deliverability

60% increase in campaign throughput 10% expense decrease IT infrastructure 5%+ more accurate lead scoring Robust real-time decisioning replacing

bottle necked batch environment

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ILLUSTRATION

When Becky visits a site, audience insights are leveraged to personalize the engagement

4. PERSONALIZED & COORDINATED ENGAGEMENT

Create this experience across media / channels

WE NOTICEDa trigger behavior

WE KNOWwho she is

WE PREDICTEDhow she may behave

Meet Becky

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ILLUSTRATION

When Becky watches TV, audience insights are leveraged to personalize the engagement


Meet Becky



WE KNOWwho she is


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ILLUSTRATION

When Becky uses her iPhone, audience insights are leveraged to personalize the engagement


Meet Becky



WE KNOWwho she is


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OPTIMIZING CUSTOMER VALUE AT EVERY INTERACTION


Transactional Email

Search OverlaySocial Influence

Preference Centers

OUR CLIENT INTIMATE APPROACH TUNED THE MODEL FOR OUR STRATEGIC ADVANTAGE

It Depends

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THE DIAGNOSTIC ENGAGEMENT PROCESS

NOW WHAT?

1. Current State vs Best Practices Findings

4. Key Actions of Focus3. Strategic Roadmap for Change

2. Value x Effectiveness

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NOW WHAT?

> Recognized leader in consumer privacy & compliance• Acxiom appointed its Chief

Privacy Officer in 1990• Review ~70,000 privacy policies

per year• ~100 security audits per year• Privacy Certification: NAI, IAB,

PCI, ITIL, MMA,ESPC, MAAWG, DPF, CIPL, CSPRA, PERC, CDT, CDIA, IAPP

• Frequent public policy advisor

>Recognized leader in customer information management

• DMA, EEC, ESPC, IAPP, AOTA, NRF, LMA, PIMA, USTA, FTMA, US Business Council, Center for Democracy & Technology

WE DEVELOP SUCCESSFUL, PRIVACY COMPLIANT, CUSTOMER INFORMATION MANAGEMENT STRATEGIES

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> 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

DELIVERING ROI

Target 15-30% of spend to redirect

Eis tue 1300 sponsored lunch acxiom

Business

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