Paradox of the Empowered Consumer - Tim Suther Engagement Expo 2011 #EE360

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Acxiom Corporation

Paradox of the Empowered Consumer, by Tim Suther, at Loyalty360's Engagement Expo 2011.

Business News & Politik

WINNING IN THE AGE OF THE
EMPOWERED CONSUMER

TIM SUTHER
CHIEF MARKETING OFFICER, ACXIOM

ENGAGEMENT EXPO
NOVEMBER 8, 2011

®

An enduring emotional bond with customers

• Unlimited choice.

• Transparency to price, availability & satisfaction.

• New shopping & buying patterns.

• Amplified voice.

There is no MVP of data
There is no MVP of data

Develop a data rights strategy

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

Prioritize your proprietary insight. Leverage a safe haven.

 3.5x improvement in approved credit card applications.

 11x return on ad spend, driving targeted store traffic

 3x room night bookings via combining seasonality,
customer potential, price elasticity, halo effects

Your Money. Your Insights.

Multichannel marketing strategies

 $470 million/yr contribution margin increase for OEM auto.

 $100 million/yr improved EBIT for financial services.

 5.5x improved accuracy in projecting primary research

 17% reduced spend via new mix; same marketing results.

Optimize to customer value

Enhanced capability model

 3x e-newsletter revenue by “pulling” customer needs v
“pushing” product.

 $200 million incremental revenue by mining call center
logs

 +46% retail sales via next best action targeting

Remember every interaction and learn

• Refine and control multidimensional consumer insight

• Assess current capabilities & identify gaps
http://assessment.acxiom.com

• Balance quick wins with structural improvement

THANK YOU.

Questions?

© 2011 Acxiom Corporation. All Rights Reserved.

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7. There is no MVP of data There is no MVP of data

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15. THANK YOU. Questions? © 2011 Acxiom Corporation. All Rights Reserved.