2. 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. ACXIOM TRUSTED PARTNERS
Financial Services
Automotive
Retail
Communications, Media & Technology
Insurance
Travel & Entertainment
The trademarks and registered trademarks on this page are the property of their respective owners.
3
4. MARKETING IS AT A CRITICAL
JUNCTURE!
(JUST LIKE THE TRAFFIC IN SÃO PAULO)
4
5. A crisis in customer engagement
Just 8%
of their customers agree
Source - Bain
6. A crisis in insight & focus…
2Forrester Research
11. 1. REACH / ENGAGE YOUR AUDIENCE
Customer value varies greatly
+ 500%
Contribution to
Overall Profit
0
Customer Value Segment Top 30% Next 50% Bottom 20%
Contribution to
Overall Profit
- 400%
12. 1. REACH / ENGAGE YOUR AUDIENCE
Most firms are not getting their fair share of valuable buyers
Retailer 1 Retailer 2
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
Cookware/Kitchen Clothing/Apparel Buyer
Accessories Buyer
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
Acxiom, comScore
13. 1. REACH / ENGAGE YOUR AUDIENCE
Valuable buyers are hard to recognize
Portal 1 Portal 2
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
Portal 3 Portal 4
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
Acxiom, comScore 13
14. 1. REACH / ENGAGE YOUR AUDIENCE
Valuable buyers are hard to recognize
TV Network 1 TV Network 2
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
TV Network 3 TV Network 4
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
16. 1. REACH / ENGAGE YOUR AUDIENCE
Narrowcast, not broadcast
Retailer 1 v Portal 1
This retailer’s best customers
are under-represented on this portal
UV Index
PersonicX Consumer Segments
31. 4. PERSONALIZED & COORDINATED
ENGAGEMENT
Illustration
Meet Isabela When Isabela
visits a site,
audience
Age
37 insights are
Married, 2 children,
high value leveraged to
personalize the
engagement
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
Create this experience across media /
32. 4. PERSONALIZED & COORDINATED
ENGAGEMENT
Illustration
Meet Isabela When Isabela
uses her iPhone,
audience
Age
37 insights are
Married, 2 children,
high value leveraged to
personalize the
engagement
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
Create this experience across media /
33. 4. PERSONALIZED & COORDINATED
ENGAGEMENT
Illustration
Meet Isabela When Isabela
watches TV,
audience
Age
37 insights are
Married, 2 children,
high value leveraged to
personalize the
engagement
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
Create this experience across media /
34. THE NEED FOR A SAFE HAVEN
Your audience, addressable anywhere, reached with certainty
YOUR MONEY.
YOUR INSIGHT.
34
36. CAPABILITY MODEL
FOR A CONNECTED WORLD
+15-30% +10-15% +5-7%
Marketing ROI Customer portfolio value Points of margin
37. CAPABILITY MODEL
FOR A CONNECTED WORLD
Easy Money Big Money
Personalized experiences…...4-5X ROI Tech Firm
$200 million revenue/yr
Concentrate ad spend………..3-5X ROI $4.5 million OpEx/yr
Connect web footprints Retail Bank
& outbound messaging….….....2X ROI $100 million EBIT/yr
Connect print & digital…….......4X ROI
CPG Firm
Connect call center $500 million revenue/yr
& digital………………………...3-5X ROI
Connect mobile & email….….7.5X ROI
Connect TV/offline…………….17X ROI
41. CAPABILITY MODEL
FOR A CONNECTED WORLD
Top 10 best practices
Applied Insight
Prioritize your proprietary insight
Data rights as part of every ad buy discussion
Safe haven to reach mutual customers of trusted business partners
Strategy
Prioritize deeply branded experiences
Define success as improving customer portfolio value
Alter media mix and primary research approach
Partners should be agents not principals
Optimize the enterprise
Organizational Capability
Fuse proprietary analytics with customer recognition to personalize
Marketing central nervous system to influence and sense
41
48. CAPABILITY MODEL
FOR A CONNECTED WORLD
+15-30% +10-15% +5-7%
Marketing ROI Customer portfolio value Points of margin
> Increase targeting efficiency & > Improve health and breadth of > Increase number of enduringly
better attribute results to spend. insight about customers. loyal customers.
> Better influence & sense > Acquire & extend more profitable > Effectively cultivate word of
consumer behavior. relationships. mouth.
> More effective media > Redirect less profitable > Optimize use of pricing
substitution. Coherently integrate relationships. incentives.
new media. > Establish CLV-oriented KPIs to > De-commoditize intent.
> Improve marketing results with guide decision-making. > Minimize auction risk of your
trusted partners. > Optimize customer segments & consumer insight.
> Recapture value from ad tech multichannel contact strategies.
intermediaries. > Increase number of recognizable
> Improve test & learn consumers.
performance. > Increase ability to recognize
> Integrate & rationalize systems to consumers across channels.
reduce cost.
> Faster time to market.
> Real-time personalized offers.
Hinweis der Redaktion
Hope Is Not A Strategy: Connecting Audience Management and Personalized Consumer Engagement. We are at an inflection point in marketing and advertising:Today, 80% of CEOs think they provide a superior customer experience…just 8% of their customers agree80% of online advertising fails to reach its intended targetJust 32% of senior marketers know how their customers behave across channels…yet multichannel buyers are 4-5x profitableJoin Tim Suther, Senior Vice President at Acxiom and a Fortune 500 client to discuss what effective customer engagement should look like - personalized & coordinated across media. It requires multi-dimensional insight – customer level insight that goes beyond the transaction, integrating data from multiple sources to enhance your marketing database and drive a truly customer-centric experience.We will show you how you can:Reach you Audience with CertaintyEngage your Audience with ConfidenceTODrive revenue, reduce costs, improve customer profitability and marketing ROI
You thought I came to tell about ‘no more tv’But in preparing this I came to a different conclusion.Look at the following with meLast year we already said:
