Weitere ähnliche Inhalte Ähnlich wie XCMO 2013: Cross-Channel Audience Management (20) Mehr von Cross Channel Marketing Optimization Group (10) Kürzlich hochgeladen (20) XCMO 2013: Cross-Channel Audience Management9. What Audience Data?
The Marketing Elephant
What do we really want?
Cross-Channel Audience Management
©2013 Acxiom
11. Evolution of Audience Data
< 1900
~ 2000
Mid-1900’s
> 2013
?
•
•
Personal
connections
Word of mouth
©2013 Acxiom
•
Subscription files
•
Anonymous cookies
•
Direct mail lists
•
Traffic lookalikes
???
12. Previous Usage: Brands, Products, Channels, Attitudes, Preferences
of Address, Birth of child, Age Milestone , Property Acqn/Update
Socio-economic and demographic
Age, income, marital status, children, net worth, occupation
Contact information
Identity
©2013 Acxiom
12 Acxiom confidential
Propensities
Affinities & Preferences
Key life changes
Lifestage segmentation
Demographic and Socio-economic Data
Postal address, email, mobile, land-line
PII: Name, On-line ID(s), Permissions
Modeled
Modeled
Purchase Likelihood: By Category and Brand
In
Market
Aggregated
Aggregated
Offline - Digital
Ready to Purchase
Algorithmic
Algorithmic
Audience Data & Targeting
13. Propensities
Propensities
Affinities & Preferences
Affinities & Preferences
Affinities Preferences
Key life changes
Lifestage segmentation
Demographic and Socio-Economic Data
Postal address, email, mobile, land-line
PII: Name, On-line ID(s), Permissions
©2013 Acxiom
13 Acxiom confidential
Algorithmic
Algorithmic
Modeled
Modeled
In
Credit
In Market
Cards
Market
Aggregated
Aggregated
Sector Specificity
Predicitivity
Latency
Audience Data & Targeting
17. Understanding your Real Audience
Important dimensions for marketers
Communications
Credit
Retail Product
Categories
Auto Purchase
Retail
Healthcare
Automotive
Communications
Credit Cards
Brand Affinity
In-Market Timing
Insurance
Savings and Investment
Vehicle Type
Travel
Retail
Traditional
Channels
Electronics
Product Propensity
(ownership and usage)
Channel Preference
Telecomm
Healthcare
Communication
Savings and
Investments
Networth
Retail Spend
Spending Index
Large
Transaction
Attitudes and
s
Behaviors
Economic Stability
Technology
Economic Sensitivity Price Sensitivity
©2013 Acxiom
Email
Emerging
Channels
Purchase
Shopping
Direct Mail
TV
Media Usage
Mobile
Online
Social
Fashion Conscious
Spend Levels
Print
Mobile
18. Predictive Scores: A Glimpse of Acxiom Audience Propensities
Credit Cards
»
Propensity to carry forward a balance
»
Propensity to use a Reward card - Hotel/Car rental
»
Propensity to use a Reward card - Airline miles
»
Propensity to use a Reward card - Cash back
»
Propensity to use a Store card
»
Propensity to use a Premium American Express card
»
Propensity use a Premium VISA or MasterCard card
»
Number of credit cards owned ( 0 )
»
Number of credit cards owned ( 1-5, 5+)
»
Credit card usage for monthly expenses - HIGH, MED,
LOW
Financial Services
»
Propensity to have a 529 Plan
»
Primary Payment Method-Percent payment by primary
method
»
Primary Payment Method-Credit Card
»
Primary Payment Method-Debit
»
Propensity to Refinance a mortgage
»
Retail Banking Consumer Dynamics
»
Mortgage In-Market Purchase [New Homeowner]
T&E
»
United Mileage Plus members propensity
»
Delta Sky Mile members propensity
»
Continental OnePass Members propensity
»
American Advantage Members propensity
Insurance
»
Insurance Consumer Dynamics Segmentation Model
©2013 Acxiom
Retail
»Women’s Dress-Department Store
»Women’s Casual-Department Store
»Women’s Athletic-Department Store
»Women’s-Department Store
»Men’s Dress-Department Store
»Men’s Casual-Department Store
»Men’s Athletic-Department Store
»Men’s-Department Store
»Overall Propensity-Department Store
»Propensity for Value and Comfort over Style
»Propensity for Traditional/Conservative Style Preference
»Propensity for Fashion Forward Style Preference
»Retail Consumer Dynamics
Communications
»eReader propensity
»Smart Phones propensity
»Planning to switch providers propensity
»Communications Consumer Dynamics Segmentation Model
General
»Social Media: Heavy Twitter User
»Social Media: Heavy Facebook User
»Social Media: Mobile Social Networker
»Social Media: Socially Influenced
»Social Media: Social Influencer
»Propensity to be Price Sensitive-Penny Pinchers
»Forrester Technographics Segmentation Model
19. Evolution of Audience Data
< 1900
~ 2000
Mid-1900’s
> 2013
?
•
•
Personal
connections
Word of mouth
©2013 Acxiom
•
Subscription files
•
Anonymous cookies
•
Direct mail lists
•
Traffic lookalikes
???
20. Evolution of Audience Data
< 1900
•
•
Personal
connections
Word of mouth
©2013 Acxiom
~ 2000
Mid-1900’s
> 2013
•
Subscription files
•
Anonymous cookies
•
Customer centric!!!
•
Direct mail lists
•
Traffic lookalikes
•
Anonymized identity
•
CRM-extended
audience
21. What Audience Data?
The Marketing Elephant
What do we really want?
Cross-Channel Audience Management
©2013 Acxiom
22. Big Data
Blind Men
and the Elephant
Phil Mui, Ph.D. — Acxiom
Chief Product and Technology Officer
@philmui
31. B2c marketing: how this is done today
rebecca@mail.com
Becky Jones-Hall
789 Main Street
Mobile: 501-252-1000
rjones@corp.com
Offline Purchases
cookie 1
cookie 2
cookie 3
cookie 4
cookie 5
cookie 6
cookie 7
cookie 8
cookie 9
cookie 10
cookie 11
cookie 12
device 1
device 2
device 3
device 1
Online Purchases
device 2
How many people purchased?
How many purchases per person?
device 3
cookie 1
cookie 2
cookie 3
cookie 4
cookie 5
cookie 6
cookie 7
cookie 8
cookie 9
cookie 10
cookie 11
cookie 12
32. Customer Conversion / Purchase Funnel
Brand Advertising
Brand Advertising
Awareness
DMP
DMP
Consideration
DR Advertising
DR Advertising
Intent
Store
CRM
CRM
Conversion
Email
Email
(user)
(user)
Retention
Reactivation
©2013 Acxiom
Content Mgmt
Content Mgmt
Commerce
Commerce
Support
Support
Loyalty
Loyalty
DATA
Lead
???
DATA
DATA
Retargeting
Retargeting
Lead Gen
Lead Gen
34. What Audience Data?
The Marketing Elephant
What do we really want?
Cross-Channel Audience Management
©2013 Acxiom
36. No more channel centricity!
Focus on delivering value to the
consumer!
©2013 Acxiom
37. Give the right message at the right time
on the right device … for the …
consumer !
38. We demand a consumer-oriented
platform!
Provides Single View of the Customer
Across Channels, Devices,
Applications
©2013 Acxiom
Hinweis der Redaktion Intro
Many of you know, Google Analytics (my former product) is widely used across many online properties.
In the online customer journey of “awareness … consideration …”, each channel has different conversion characteristics. The numbers here refer to the “Assist to Conversion Ratio”.
Walls=Barriers to understanding...Channel knowledge vs holistic consumer knowledgeComcast storyThus...for marketing, Big Data is best used not to build a new data silo, but to break down the Walls between silos
Earlier we talked about Abilitec Powering the Single View of the Customer for traditional channels but it was time for us to use the power to help Tame the Chaos that is the cookie based world.
Intro
Intro