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Eis tue 1300 sponsored lunch acxiom
- 1. ACXIOM CORPORATION Email can drive customer engagement in a connected world ®
- 2. 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
- 3. 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 3
- 4. Is Email Dead Absolutely Not 4
- 5. IT’S A CONNECTED WORLD 5
- 6. 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)
- 7. LIVING NEXT TO THE TRAIN TRACKS $112 BILLION of 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 BILLION consumer-to-consumer comments on products & services
- 8. A CRISIS IN CUSTOMER ENGAGEMENT 80% of CEOs BELIEVE THEIR BRAND DELIVERS JUST 8% A SUPERIOR OF THEIR CUSTOMER CUSTOMERS EXPERIENCE AGREE
- 9. A CRISIS IN ADVERTISING DELIVERY 80% OF ONLINE ADVERTISING FAILS TO REACH ITS INTENDED AUDIENCE
- 10. A CRISIS IN INSIGHT & FOCUS JUST 32% OF SENIOR MARKETERS KNOW HOW THEIR CUSTOMERS BEHAVE ACROSS CHANNELS* MULTICHANNEL BUYERS ARE 4–5X PROFITABLE
- 11. CAPABILITY MODEL FOR A CONNECTED WORLD TARGET 15-30% OF SPEND TO REDIRECT 11
- 12. 1. REACH/ENGAGE YOUR AUDIENCE NARROWCAST. NOT BROADCAST.
- 13. AUDIENCE MANAGEMENT SYSTEM YOUR AUDIENCE, ADDRESSABLE ANYWHERE, REACHED WITH CERTAINTY Advertiser Safe Haven Publisher Product Propensities Just Your Audience Online Display TV Channel Preferences Anonymous Match 200mm Profiles 14mm Households Media Preferences Mat ch Mobile Call Center 30mm Users 73 million numbers Anonymize Enha Advertis nce Publis er her Audienc Audien e ce Social Apps 650mm Profiles Customer Behavior Real Time Data Exchange External Insights Delivery Integration Attitudes / Personas Partnership Ecosystem Email Print 70mm Addresses 144mm Households 13
- 14. CAPABILITY MODEL FOR A CONNECTED WORLD 14
- 15. 2. MULTIDIMENSIONAL INSIGHT SORRY, THERE ARE NO SILVER BULLETS 15
- 16. 2. MULTIDIMENSIONAL INSIGHT CONSUMER INSIGHT & RECOGNITION Relationship Profile Interaction History Brand Advocacy > Customer segment history > Service history > Net Promoter Score > Product ownership history > Promotion history > Degree of social influence > Current & lifetime value > Response history > Brand metrics at customer level > Share of wallet > Across channels > Marketing budget by customer Product Propensities Media Preferences Channel Preferences > Propensities across the conversion funnel > Media consumption > Shopping pathway > Next best product to sell > Explicit preferences > Preferred buying channel > Likelihood to recommend > Implicit preferences > Preferred research channel > Context preferences > Preferred service channel > Contact/cadence strategy Geodemographics Interests & Attitudes Monetary Indicators > Age > Purchase intent by category > Income indicator > Occupation > Recreational interests > Wealth indicator > Gender > Social Causes > Discretionary spending > Location > Real property indicators > Ethnicity > Family / size of household > Life stage / life event 16
- 17. 2. MULTIDIMENSIONAL INSIGHT ACXIOM ENABLES MULTIDIMENSIONAL CONSUMER INSIGHT & RECOGNITION > Multi-sourced & verified insight – thousands of online & offline sources Relationship Interaction > Knowledgebase and algorithms drive Profile History Brand Advocacy consumer recognition & insight Product Propensities Media Preferences Channel Preferences > Insight from anonymous to known Geo- demographics Interests & Attitudes Monetary Indicators > 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 17
- 18. CAPABILITY MODEL FOR A CONNECTED WORLD 18
- 19. Interactive Marketing Platform Client Solution Sales Email Workbench Call Center Service Websites 3rd Party Websites Addressable TV Mobile Full View of Interactive the Customer Data Store Messaging Other Addressable Interface Media (e.g. YouTube) Real-Time Rules-Based Access Control Services Profanity Recognition Hygiene Identity Analytical Lifecycle Offers Scrub Enhancement Insight Experience
- 20. The Services Solution: Optimizing marketing communications across channels, promotions and relationships The Solution: Strategic Support: Multi-Channel Contact Integrated customer contact strategy Optimization, Customer Engagement and Life Cycle engine with goal of providing true “360°” Customer Management Strategies customer view that: Optimizes customer touches Multi-channel Campaign Management: 400+ Optimizes marketing communication by marketing programs supporting thousands of looking across all promotions annually including 200m emails with +92% offers, channels, product, timeframes deliverability and promotions, as well as Channel Engagement: New vehicle launch campaigns relationships, to decide the best that include coordinated search, relevant banner communication strategy for each ad, email and direct mail campaigns customer 400+ marketing programs supporting Marketing Information and Analytics: Integrated 1,000’s promotions annually analytical tools and data supported with central 200M emails annually with >92% customer data warehouse. deliverability Marketing Database and Data Infrastructure: Privacy 60% increase in campaign throughput compliance, supporting enterprise-wide recognition 10% expense decrease IT infrastructure service to uniquely identify customers and 5%+ more accurate lead scoring prospects, supporting real-time customer experience personalization Robust real-time decisioning replacing bottle necked batch environment 20
- 21. CAPABILITY MODEL FOR A CONNECTED WORLD 21
- 22. 4. PERSONALIZED & COORDINATED ENGAGEMENT ILLUSTRATION When Becky visits a site, audience insights Meet Becky are leveraged to personalize the engagement WE KNOW who she is WE PREDICTED how she may behave WE NOTICED a trigger behavior Create this experience across media 22
- 23. 4. PERSONALIZED & COORDINATED ENGAGEMENT ILLUSTRATION When Becky watches TV, audience insights Meet Becky are leveraged to personalize the engagement WE KNOW who she is WE PREDICTED how she may behave WE NOTICED a trigger behavior Create this experience across media 23
- 24. 4. PERSONALIZED & COORDINATED ENGAGEMENT ILLUSTRATION When Becky uses her iPhone, audience Meet Becky insights are leveraged to personalize the engagement WE KNOW who she is WE PREDICTED how she may behave WE NOTICED a trigger behavior Create this experience across media 24
- 25. 4. PERSONALIZED & COORDINATED ENGAGEMENT OPTIMIZING CUSTOMER VALUE AT EVERY INTERACTION Transactional Email Preference Centers Social Influence Search Overlay 25
- 26. OUR CLIENT INTIMATE APPROACH TUNED THE MODEL FOR OUR STRATEGIC ADVANTAGE It Depends
- 27. NOW WHAT? THE DIAGNOSTIC ENGAGEMENT PROCESS 1. Current State vs Best Practices Findings 2. Value x Effectiveness 3. Strategic Roadmap for Change 4. Key Actions of Focus 27
- 28. NOW WHAT? WE DEVELOP SUCCESSFUL, PRIVACY COMPLIANT, CUSTOMER INFORMATION MANAGEMENT STRATEGIES > Recognized leader in consumer >Recognized leader in customer privacy & compliance information management • Acxiom appointed its Chief • DMA, EEC, ESPC, IAPP, AOTA, NRF Privacy Officer in 1990 , LMA, PIMA, USTA, FTMA, US • Review ~70,000 privacy policies Business Council, Center for per year Democracy & Technology • ~100 security audits per year • Privacy Certification: NAI, IAB, PCI, ITIL, MMA,ESPC, M AAWG, DPF, CIPL, CSPRA, PERC, CDT, CDIA, IAPP • Frequent public policy advisor 28
- 29. CAPABILITY MODEL FOR A CONNECTED WORLD DELIVERING ROI > 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 Target 15-30% of spend to redirect 29
Hinweis der Redaktion
- This is the introductory slide for the presentation. It’s a connected world – consumers have nearly unlimited choice and access to information. Acxiom’s capability model is designed to help you better engage this connected customer. Our clients have been able to drive $100MM+/year using this modelOverarching comments for the deckThere is no need to present every slide in the deck. Slide selection will vary by audience, position in the sales cycle, and available time.
- Use this slide if you want to speak to industry trends.It’s a connected world. Consumers have nearly unlimited choice and information. More info available in multichannel fun facts
- Use this slide if you want to demonstrate how marketing/advertising is evolvingImagine you’ve just moved in next door to a train station. It’s loud & noisy. But, after a while, the noise fades into the background, almost as if it’s not even there. That’s how consumers feel about advertising – it’s background noise and the impact is significant$112 billion (37%) of all advertising is wasted in the US (additional details available in multichannel fun facts)22% of Americans feel advertising is credible. 45% feel talk shows (like Jerry Springer!!) are credible.42% of consumer attention is online, but only 11% of media is spent there. Marketers are spending $$ where consumers aren’tThere are 500 billion consumer-to-consumer comments regarding products/services every year. Blogs, ratings/reviews, social networks.Marketing is therefore at a critical juncture
- Use this slide if you want to demonstrate how marketing/advertising is evolving80% of CEOs think they deliver a superior customer experience. Just 8% of their customers agree.Firms need to be far more in tune with what their customers actually think about them
- Use this slide if you want to demonstrate how marketing/advertising is evolvingWanamaker famously wondered which half of his advertising was wasted. In the online world, wasting just 50% would be a substantial improvement, as 80% of online advertising fails to reach its intended target. What a waste.
- Use this slide if you want to demonstrate how marketing/advertising is evolvingWe all know that those who engage us in multiple channels (or engage with our media in multiple ways) are more profitable. Forrester Research indicates that these audiences are 4-5x more profitable. However, over 2/3 of senior marketing decision makers know how their customers behave across channel.Without this insight, marketing can’t help but be suboptimal
- Use this slide if you want/need to convince your audience of the differentiated value of customers, and the need to narrowcast (not broadcast)So, advertisers have a desire to narrowcast, but live in a broadcast world. The solution is to work with both publishers and advertisers, so that advertisers can reach their audience (and just them) with certainty. Publishers need to be ready to receive these instructions from advertisers.
- The GM Consumer database hosted by Acxiom is designated as the “source of truth” for GM consumer data. Enabled by Acxiom’s data hygiene and recognition management services, Acxiom publishes the golden record for each consumer containing the most current contact information for all GM owners, leads and prospects.Acxiom provides deployment solutions for all GM multi-channel marketing activities – eMail, direct mail, SMS, collaborative targeting and real-time consumer interactions, which allows us to integrate messaging and targeting strategies across all touchpoints.Acxiom InfoBase Conquest List, Automotive Models and analytic consulting services for advanced targeting provide GM with advanced prospecting capabilities.Acxiom provides consulting and data management services to measure and act on consumers’ email engagement, ensuring GM receives the best open/click rates while keeping unsubscribe rates low.
- Use this slide if you want/need to show what personalized & coordinated engagement looks like.Illustration – leverage what you know, what you predict, and what you observe.We know:Service history & preferencesPreferred media, channel & cadenceTransaction & response behavior social influenceWe predictedLoyalty/attrition scoreBrand affinity & product propensityBrand image & price sensitivity scoreProduct attribute / demand scoreWe noticed that Becky has bought several smaller kitchen items using her store card both online and in the store and she clicked on an email link feature kitchen appliances.We fuse these audience insights (not just the publisher insights) into the customer experience so when Becky shows up on ESPN, the engagement is relevant: a summer sale on kitchen accessories. Other customers get a difference experience. If I know it’s Becky, I can decide whether to present an impression, and if so, what to say.Perform this across your channels and media. When they are “here” and “there”
- Use this slide if you want/need to show what personalized & coordinated engagement looks like.Similarly, this experience can be created for TV. There will be 25MM interactive households active by end of 2010. Use interactivity (via the remote) to request samples, coupons, request info, etc.
- Use this slide if you want/need to show what personalized & coordinated engagement looks like.There are more than 1 billion phones that are internet accessible.Connect your phone to your loyalty program, creating a wish list.The phone can be an outlet for customized coupons.Or as a vehicle to offer today’s specials…connected to inventory availabilityGeofencing is an opportunityMobile buyers have 23% higher income and spend 2x wireline buyers
- Use this slide to overview examples of personalized & coordinated engagementTransactional emails are a profitable way to leverage confirmation of purchases to also include cross-sell recommendations in a highly branded wayPreference centers are a leading best practice. Launch the profiler and see it for yourselfAcxiom has the ability to determine the degree of social influence of your customerWe can create a search overlay that highlights the availability of your product/service (beyond SEO/SEM)
- Use this section if you want to describe how we engage with clientsAcxiom has an extensive track-record in configuring our capability model for our clients.We offer a diagnostic model, underpinned by our consulting/agency teamWe offer a prescriptive model, where we bring ideas to you that are game-changing.Whether diagnostic or prescriptive, we create privacy-compliant, leading edge strategies for customer informationWe offer a flexible business model
- Use this section if you want to describe how we engage with clientsOur diagnostic approach is led by our consulting/agency teams.We compare you to best practicesWe build a 2x2 prioritization model, value v effectivenessWe/you prioritize key focus areas for actionWe use this to build a strategic roadmap for change
- Use this section if you want to describe how we engage with clientsWhether prescriptive or diagnostic, we develop successful, privacy complaint, customer information strategies.Acxiom is a recognized leader in consumer privacy & compliance. Note many of the highlightsWe are also a recognized leader in customer information management. Note many of the highlightsPrivacy Certification:NAI - Network Advertising InitiativeIAB - Internet Advertising BoardPCI - Security Standards CouncilITIL - Information Technology Infrastructure LibraryMMA - Mobile Marketing AssociationESPC - Email Sender and Provider ColitionMAAWG - Messaging Anti-Abuse Working GroupDPF - DPF Data Services Group, Inc.CIPL - CSPRA - The Coalition for Sensible Public Records AccessPERC - PERC Results and SolutionsCDT - Center for Democracy and TechnologyCDIA - Consumer Data Industry AssociationIAPP - International Association of Privacy ProfessionalsRecognized leader in customer information management:DMA - The Direct Marketing AssociationEEC - Email Experience CouncilESPC - Email Sender and Provider CoalitionIAPP - International Association of Privacy ProfessionalsAOTA - NRF - National Retail FederationLMA - PIMA - Professional Insurance Marketing AssociationUSTA - United States Telecom AssociationFTMA - Frequent Travel Marketing Association
- This section is always recommended. It is important to connect the value of our offering/proposal to value defined in the clients/prospects termsBig Money requires strategic decision, investment & resource allocation. Easy Money are proven means to demonstrate value along the wayAll the Easy Money examples revolve around two concepts – narrowcasting within a single channel, OR arbitraging media across two channels.Creating personalized experiences within a channel has been proven to drive 4-5x ROIConcentrating your ad spend on only those likely to be valuable has been proven to drive 3-5x ROIConnecting outbound messaging with web site experience drove 2x ROI for a leading travel companyConnecting outbound print and digital messaging drove 4x ROI for a leading publisherConnecting call center and digital communications drove 3-5x ROI for a leading technology companyConnecting mobile & email for a holiday promotion drove 7.5x ROI for a leading retailerConnecting offline insights enabled a leading financial institution to drive 17x ROI for a credit origination offerWe believe that 15-30% of underperforming campaign/media can be redirected by using our capability model