Wait, wait, don’t optimize yet! Secure a solid foundation with customer experience mapping across channels to better understand, predict and influence consumer behavior with success. Optimization is a buzzword that promises superior results. Yet most brands sabotage success due to flawed approaches anchored by inefficiencies. Prospects and customers are underwhelmed, channels operate in silos, leads aren’t nurtured, data is scrambled, and cross-channel attribution remains an unsolved mystery. This one hour, interactive workshop will help attendees engage in an interactive exercise in mapping their customers’experience across channels from awareness to pre-sale, from sales to ownership, through to repurchase. Several examples and case studies will be shared from Acxiom’s experience with thousands of brands and billions of consumer interactions including a new connected capability model targeted at optimizing customer value at key interactions (or moments of truth).

1. OMMA GLOBAL
Wait, wait, don’t optimize yet!
ACXIOM Corporation
September 27, 2011
CONFIDENTIAL - FOR REFERENCE ONLY

2. INTERACTIVE WORKSHOP 2

3. BARRY STAMOS
ROLE AT ACXIOM
 Global Practice Leader, Multichannel Engagement Strategy
 Integrated Marketing Subject Matter Expert
 Successful track record as expert guide to customer centricity
BIOGRAPHICAL SKETCH
 13+ years of experience in multi-channel marketing programs
 Consulted over 100 of the Fortune 500 (all markets and industries)
RECENT CLIENTS  Former Chief Strategist, Responsys, Founder / Chief Strategist, INBOX
• Acer Group Marketing (sold to Responsys), Director of Strategy, Arthur Andersen
• AT&T  Highly acclaimed author and speaker at 50+ industry conferences
• Bing
• Bloomingdales EDUCATION & CREDENTIALS
• Citibank  Executive Board Member, Silicon Valley American Marketing Association
• Fidelity  eBusiness Certifications (Levels 1-3), USC (Marshall Business School)
• Hewlett Packard  Global Scholar International Economics & Politics, Cambridge University
• Macy’s
 B.S. Corporate Communications, Ithaca College)
• Symantec
CONFIDENTIAL - FOR REFERENCE ONLY 3

4. DID YOU KNOW?
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
 No. 9 in the “World’s Top 50 Agency Companies,” Ad Age
 Forrester Research rating as a “Technology Powerhouse” with “...deep
experience across a multitude of industries”
CONFIDENTIAL 4

5. HELPING CRACK THE CODE FOR ______
CONSUMERS ENGAGE WITH BRANDS
Acxiom’s unmatched
knowledgebase includes:
107 million mobile users
204 million email addresses
3 billion links applied per day
8 billion emails delivered per month
10,000+ campaigns managed per month
500 million individual records available globally
1million authentications transactions per month
6 million interactive TV households
650 million social media profiles
35 million surveys per year
200 million cookied users
CONFIDENTIAL - FOR REFERENCE ONLY 5

6. ONLINE DISPLAY SEARCH ENGINE MARKETING EMAIL MOBILE
TODAY’S CHALLENGE
Are you leading or lagging in the
customer managed relationships?
VIDEO ON DEMAND SOCIAL MEDIA APPS INTERACTIVE TV

7. COMMON ROADBLOCKS
Shared Vision,
Integration Across
Goals & Objectives
Marketing Channels
Customer Conversations
Business Case & ROI Model
(Points of Friction)
Investments Data Integration & Management
(Time, Money & Resources) (Online & Offline)
Privacy & Compliance Test Plans, Analysis, Reporting
(Governance) Measurement & Attribution
CONFIDENTIAL 7

8. RECOGNITION & RELEVANCY
MASS
DIRECT
Population Risk
Low High Low High
CONFIDENTIAL - FOR REFERENCE ONLY 8

9. • 25% of Ford’s marketing spend is on digital/social media • 37% of Generation Y had brand awareness of Ford Fiesta
• Genius.com software reports 24% social media leads before launch via social media
convert to sales • PETCO.com products with reviews have 20% lower return
Company pays for media space or forinaweb
• Moonfruit spent $15k on social = 300% increase
third Consumers create media and/or share medi
rates (45% less for products with more than 25 reviews)
traffic; 20% increase promote the product.
party to in sales a your company created
• MyFICO end-user created content accounts for 39% of all
• eHarmony brand awareness increased 12% via email search traffic
Example:
• American Airlines display ad retargeting of site visitors • The Telegraph receives Example:
8% of daily traffic from social media
achieved over 200% ROI
Traditional media-television, magazine, new • Burger King Facebook app = 32MM free media impressions
Retweet, blog post, consumer ratings
($400k value)
spaper, display ads and reviews, backlinks, email forward
• Blendtec 500% increase in sales with “Will it blend?”
YouTube videos
• @DellOutlet sold $3 Billion through Twitter • P&G -> BeingGirl.com (2MM visitors per month)
• Intuit community (TurboTax) = 30% increase unit sales each • Carnvial Cruise Lines -> Funville (128k posts on the forum)
year • Your company Cream Cheese -> The Real Women ofpl
Kraft’s Philadephia invites other marketers to
Company uses or creates its own new
• Twelpforce reduced cost of sales support ($5 million Philadelphia (30k women)
ace their content on its owned
benefit) channels to advertise. • Nutrisystem Community (3MM members)
• Charles Schwab Jive community members complete 80%
media.
• Weight Watchers Community (2.3 MM members)
more trades Example: • Johnson & Johnson’s BabyCenter
• Intel Channel Voice community decreases customer • NBC’s iVillage Example:
Emails, website, Facebook fan page,
conferences, saving $500k per Ad space on website and emails,
catalog, corporate blog, retail stores
• VW 2010 GTI 100% mobile launch product placements
• Lenovo community website 20% reduction in call center
activity
9

11. Space Race
How will you advance with confidence…
To Navigate The New Landscape?

12. Shared Vision 12

13. MOMENTS OF TRUTH
Customer Value
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• • Strategic
• • Impact
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• Time
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Moments of Truth
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Channels
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14. MOT MAP EXCERCISE
Events (X) Signals (Data Feeds) Insights (Multi-Dimensional) Conversations (Reach/Engage) Value Add (+/-)
• Relocation • Referring search/URL • Relationship profile • Proper audience selection and • Efficiency Ratio
• Job Change • Website clickstream • Interaction history recognition across media • CPM
• Marriage • Tweet/blogging • Brand advocacy • Fusing insights for unique • CPA
• Travel • Display ad click-through • Product propensities treatments (creative/copy/offer) • CLTV
• Family • Preference update • Media preferences • Personalized & coordinated • Digital Sales
• Seasonal • Call center • Channel preferences engagement (omni channel) • Net Promoter Score
• Holidays • Inactivity • Geodemographics • Automatic recalibration based on • Referrals
• Likes FB Page • Site search • Interests & attitudes actual consumer behavior • Regional Metrics
• Recommends • Email clickstream • Monetary indicators (continuous earning system) • Attrition
• New Category • Ratings/reviews • Social indicators
• Login frequency/recency
• Social sentiment
CONFIDENTIAL - FOR REFERENCE ONLY 14 14

15. VISUALIZE HOW DISNEY DELIVERS MAGIC …a
GUEST “DAY-IN-THE-LIFE”
• Inclusive of all
addressable channels
• Moves from multi to
integrated channels
• Reflects inbound and
outbound
• Builds upon ‘central
nervous system’
approach
• Seeks ‘game-changer’
economic
opportunities

16. CAPABILITIES SOLUTIONS STACK
Multi-Channel
Enabled Engagement
Marketing Personalization (Real-time)
Ecosystem Preferences (Explicit/Implicit)
Feedback Mechanisms
Campaign Management
Campaign Mgmt
Workflow & Setup Trigger Management Business Rules
Analytics/Decision Mgmt
Content / Offer Mgmt Business Rules / Decision Mgmt Trigger Management
Enterprise Integration
Predictive Modeling Analytics & Optimization
Consumer
Insight &
Linking Linking
Hierarchy Management
Digital / Device Linkage
Operational Data Store(s) System of Record Cross-Enterprise Integration
Operational Data Store
Distributed Data
Sources
(Channel, LOB, Transactional,
Subscription, Vendor, Partner,
Analytics 3rd party)

17. WIN WITH THE WINNERS
Addressable Market >Targeting > Segmentation
ACXIOM POV

18. PRIVATE CLIENT NETWORK
Your Audience, Addressable Anywhere, Reached with Certainty
Client Safe Haven Channel
Product Propensities Just Your Audience
Online Display TV
Channel Preferences Anonymous Match 180 MM Profiles 59 MM Households
Media Preferences
Match Mobile Call Center
86 MM Users 73 MM Numbers
Anonymize
Enhance
Advertiser Publisher
Audience Audience
Social Apps
650 MM Profiles
Customer Behavior Real Time Data Exchange
External Insights Delivery Integration
Email Print
Attitudes/Personas Partnership Ecosystem 70 MM Addresses 144 MM Households

19. ADDRESSABLE AUDIENCES
AMEX’s addressable high-value prospect counts by channel:
Addressable Channels
Postal Email Display TV Mobile Social Print Call Center Search
TBD TBD TBD TBD TBD TBD TBD TBD TBD
Addresses Addresses Users HH’s Users Profiles Subscribers Phone # Keywords #
Experiments Lab

20. SUCCESS FACTORS
Vision Data Insights
Planning Implementation Accountability
Strictly Confidential 20 20

21. THANK YOU.
Barry Stamos
Global Practice Leader
Multichannel Engagement Strategy
barry.stamos@acxiom.com
+1 312.572.9330
CONFIDENTIAL - FOR REFERENCE ONLY