This is a copy of the presentation that I gave at LSE on 01/08/2010

1. Prepared and presented by Louis M Fernandes, DipM, MCIM, Chartered Marketer Client Executive, Retail, Acxiom Corporation Presentation Date: 10 August 2010 Integrated Digital Marketing

2. Contents

11. Media Fragmentation

13. Media Fragmentation: UK TV in 2010 Source: Google

14. Media Fragmentation Source: Google

15. Market & Channel Fragmentation

16. Noise!

17. Media Spend: US 2009

18. Media Spend: Digital Channels Source: IAB/PwC Internet Advertising Revenue Report 2009 Note: UK mobile market estimated as being worth 3 billion euros

22. Objectives: Grow revenue, reduce costs, increase margins and deliver ROI

24. The Challenge

25. The Issue: Disjointed Customer Experiences: Multiple -channel Customer Management Today CMO Marketing Manager Communication Channel Customer Email Mobile Web Personalisation Online Media (Display) Social Media LEGACY DATA (e.g. Purchase History, POS, etc)

26. Common Challenges: organisational silos with data held by function/business unit. Result: Disjointed customer experiences = lost revenue opportunities Product Service Marketing Sales Insight

27. The “glue” that links all these silos and creates seamless interaction is an organisation’s most valuable asset: Its customers! Product Service Marketing Sales Insight

28. The “Virtuous Circle” of Customer Interaction Source: McKinsey

29. The Goal: Seamless Customer Experiences: True Multi -channel Customer Management Content Distribution Email/Mobile Point of Sale Web Personalisation Online Media (Display) Social Media SCV Business rules Reporting / Analytics The “Closed loop” Modelling “Sandpit” Data clean, merge & append

32. Data

34. Power Ratio Claire Simmons, Home Subscriber, Online registrant 123 High Street, Bromley, BR1 1AA 020 8555 1234, csimmons@yahoo.com Enables Answers to Key Questions : Where Who When How What Baseline 55:1 268:1 Most Predictive 7:1 196:1 Breadth of Data TM Name, postal address, email and phone Demographic and Socio-economic Data Personicx™ Segmentation Propensities Property Data Lifestyles Buying Activity In Market Describe/Predict Spent £350 in last 60-days on digital music player; spent £500 last year on car audio Wine, Hi-Tech, Reading: Audio Books, Self-Improvement Known Purchases (Orange 2 year contract expired 05/09) Age 35, Married, 2 children, Est. HH Income: £135K, Est. Net Worth: <£305K, Home Owner, Number of Lines of Credit New Products/Services, Socially Conscious, Family Oriented PersonicX ® Cluster: Kids & Clout Shopped online for new Vodafone 2 year contract w/iPhone TODAY Est. Home Mkt Value: £250-300K, Est. Home Sq Ft. 2,500, Est. Home Equity: £90K 2-Yr Tenure

36. Personicx Geo

37. Mapping copyright of MapInfo Copyright  2007 Acxiom Corporation. All Rights Reserved. Income £30-39,000 Income £0-9,999

38. Mapping copyright of MapInfo Copyright  2007 Acxiom Corporation. All Rights Reserved. The Sun Readers The Telegraph Readers

39. How a consumer looks to most organisations…

40. Data & Dialogue Drive Recognition

41. The Break-Up

42. Realising CLV through integrated CRM Optimal Resource Allocation Enabling Capabilities Around People, Process, and Infrastructure Return on Customer Investment Customer Value Time Acquisition Strategies Growth and Retention Strategies Attrition Strategies Strategic Impact Y 2 Y 1 Y 0 Y 2 Y 2 Nursery Strategies Lengthen and Deepen Customer Value Intelligently Prospect to Minimise CPA Identify and Address Potential Attriters The “Cliff” Across Consumers Across Channels Across Actions Across Products

43. Using Consumer Insights to Drive Revenue at BAA

45. “ Code 2” Personicx® Clusters

49. Campaign Results:

50. Campaign Results:

52. Websites

54. Getting Your Audience to Your Website

55. Search Bar Paid Search Natural Search (SEO)

56. Search Innovation: Semantic Search & Bing

58. Search Specialisation: Computational Search

66. Dynamic Website Personalisation

68. Case Study: Website Personalisation

69. Case Study: Search & Selection in Retail Challenge All visitors to the home page (the default for most organic search traffic) were presented with the same generic content. Solution: Acxiom segmented incoming search traffic into nine groups. Each group was based on visitor attributes or product related features, which were derived from search terms and past site behaviour. Visitors were directed to the best performing creative for each segment. Results: Overall conversion increased by 65% across all segments, including a 168% lift in conversion for visitors looking for unique wedding favours and a 78% lift in conversion for price sensitive visitors.

70. Email Marketing

72. 1:1 Individualisation “ Spotlight” section customized by Industry Personalized greeting “ Your Features” articles customized by customer portrait Second “Spotlight” article customized by Job Responsibility One click away from viewing and updating personal portrait

73. Dynamic Targeting / Preference Center

74. Sales Promotional

75. Email / Display Ad Integration

76. Email Branding

77. Newsletter Template Customisation GUCCI | GLOBAL ECARD RFP Before Acxiom Version German Chinese

78. Social Networking

80. Trust the source? Recommendations from People I Know: 90% Consumer Opinions Posted Online: 70% Television: 62% Radio: 55% Editorial Content: 69% Emails I signed up for: 54% Search Engine Ads: 41% Banners: 33% Source: Nielsen Global Online Customer Survey, April 2009

84. Viral Marketing on Social Networks

86. Information Overload: The Road Ahead

87. The Changing Face of Media

91. The global interactive marketing services company www.facebook.com/ACXIOMcorp www.twitter.com/ACXIOM www.linkedin.com/companies/ACXIOM www.youtube.com/user/ACXIOMCorporation www.delicious.com/ACXIOM Integrated Digital Marketing Prepared by Louis M Fernandes, DipM, MCIM, Chartered Marketer Client Executive, Retail, Acxiom Corporation Presentation Date: 10 August 2010 © 2010 Acxiom Corporation. All Rights Reserved .