Hope is Not a Strategy - Tim Suther, Marketing Revolution in Brazil
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Tim Suther, Acxiom CMO, at a marketing event in Brazil called Marketing Revolution.
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Hope is Not a Strategy - Tim Suther, Marketing Revolution in Brazil
- 1. HOPE IS NOT A STRATEGY A capability model for successfully reaching and engaging consumers November 17, 2011 © 2011 Acxiom Corporation. All Rights Reserved.
- 2. ABOUT ACXIOM > Vision: to be the most trusted partner for providing actionable customer insights to marketing leaders and their suppliers worldwide > Mission: Acxiom refines data into insights to help marketing leaders make better business decisions > Quick Facts: • 8,800 clients in 40 countries • Process 18 trillion consumer updates / year • Over 7,000 managed databases • NASDAQ: ACXM
- 3. ACXIOM TRUSTED PARTNERS Financial Services Automotive Retail Communications, Media & Technology Insurance Travel & Entertainment The trademarks and registered trademarks on this page are the property of their respective owners. 3
- 4. MARKETING IS AT A CRITICAL JUNCTURE! (JUST LIKE THE TRAFFIC IN SÃO PAULO) 4
- 5. A crisis in customer engagement Just 8% of their customers agree Source - Bain
- 6. A crisis in insight & focus… 2Forrester Research
- 7. 3comScore
- 9. CAPABILITY MODEL FOR A CONNECTED WORLD
- 10. CAPABILITY MODEL FOR A CONNECTED WORLD
- 11. 1. REACH / ENGAGE YOUR AUDIENCE Customer value varies greatly + 500% Contribution to Overall Profit 0 Customer Value Segment Top 30% Next 50% Bottom 20% Contribution to Overall Profit - 400%
- 12. 1. REACH / ENGAGE YOUR AUDIENCE Most firms are not getting their fair share of valuable buyers Retailer 1 Retailer 2 UV Index UV Index Personicx Consumer Segments Personicx Consumer Segments Cookware/Kitchen Clothing/Apparel Buyer Accessories Buyer UV Index UV Index Personicx Consumer Segments Personicx Consumer Segments Acxiom, comScore
- 13. 1. REACH / ENGAGE YOUR AUDIENCE Valuable buyers are hard to recognize Portal 1 Portal 2 UV Index UV Index Personicx Consumer Segments Personicx Consumer Segments Portal 3 Portal 4 UV Index UV Index Personicx Consumer Segments Personicx Consumer Segments Acxiom, comScore 13
- 14. 1. REACH / ENGAGE YOUR AUDIENCE Valuable buyers are hard to recognize TV Network 1 TV Network 2 UV Index UV Index Personicx Consumer Segments Personicx Consumer Segments TV Network 3 TV Network 4 UV Index UV Index Personicx Consumer Segments Personicx Consumer Segments
- 15. Therefore, Most Firms… Under-invest in high value relationships Over-invest in low value relationships
- 16. 1. REACH / ENGAGE YOUR AUDIENCE Narrowcast, not broadcast Retailer 1 v Portal 1 This retailer’s best customers are under-represented on this portal UV Index PersonicX Consumer Segments
- 17. CAPABILITY MODEL FOR A CONNECTED WORLD
- 18. 2. MULTIDIMENSIONAL INSIGHT What do you see?
- 19. 2. MULTIDIMENSIONAL INSIGHT Just about online context / behavior?
- 20. 2. MULTIDIMENSIONAL INSIGHT Just about online context / behavior?
- 21. RELIANCE ON THE 18-49 DEMOGRAPHIC IS HAZARDOUS TO ALL MEDIA AND MARKETERS David Poltrack, CBS
- 22. IF I ASKED MY CUSTOMERS WHAT THEY WANT, THEY SIMPLY WOULD HAVE SAID A FASTER HORSE Henry Ford 22
- 24. CAPABILITY MODEL FOR A CONNECTED WORLD
- 27. 3. MARKETING CENTRAL NERVOUS SYSTEM Data quality matters
- 29. CAPABILITY MODEL FOR A CONNECTED WORLD
- 30. CONSUMERS ARE BOSS I’m in charge here…and you’re not REMEMBER EVERY INTERACTION & LEARN
- 31. 4. PERSONALIZED & COORDINATED ENGAGEMENT Illustration Meet Isabela When Isabela visits a site, audience insights are leveraged to personalize the Age 37 engagement Married, 2 children, high value We know: • Social Class, Estimated Income, Household Demographics • Preferred media, channel & cadence • Transaction & response behavior We predicted: • Loyalty / attrition score • Brand affinity & product propensity • Brand image & price sensitivity score • Product attribute / demand score We noticed: She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase Create this experience across media / channels
- 32. 4. PERSONALIZED & COORDINATED ENGAGEMENT Illustration Meet Isabela When Isabela uses her iPhone, audience insights are leveraged to personalize the Age 37 engagement Married, 2 children, high value We know: • Social Class, Estimated Income, Household Demographics • Preferred media, channel & cadence • Transaction & response behavior We predicted: • Loyalty / attrition score • Brand affinity & product propensity • Brand image & price sensitivity score • Product attribute / demand score We noticed: She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase Create this experience across media / channels
- 33. 4. PERSONALIZED & COORDINATED ENGAGEMENT Illustration Meet Isabela When Isabela watches TV, audience insights are leveraged to personalize the Age 37 engagement Married, 2 children, high value We know: • Social Class, Estimated Income, Household Demographics • Preferred media, channel & cadence • Transaction & response behavior We predicted: • Loyalty / attrition score • Brand affinity & product propensity • Brand image & price sensitivity score • Product attribute / demand score We noticed: She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase Create this experience across media / channels
- 34. THE NEED FOR A SAFE HAVEN Your audience, addressable anywhere, reached with certainty YOUR MONEY. YOUR INSIGHT. 34
- 35. CAPABILITY MODEL FOR A CONNECTED WORLD
- 36. CAPABILITY MODEL FOR A CONNECTED WORLD +15-30% +10-15% +5-7% Marketing ROI Customer portfolio value Points of margin
- 37. CAPABILITY MODEL FOR A CONNECTED WORLD Easy Money Big Money Personalized experiences…...4-5X ROI Tech Firm $200 million revenue/yr Concentrate ad spend………..3-5X ROI $4.5 million OpEx/yr Connect web footprints Retail Bank & outbound messaging….….....2X ROI $100 million EBIT/yr Connect print & digital…….......4X ROI CPG Firm Connect call center $500 million revenue/yr & digital………………………...3-5X ROI Connect mobile & email….….7.5X ROI Connect TV/offline…………….17X ROI
- 38. NOW WHAT?
- 40. HOPE IS NOT A STRATEGY! 40
- 41. CAPABILITY MODEL FOR A CONNECTED WORLD Top 10 best practices 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 41
- 42. UH, NOT EXACTLY… 42
- 43. WHAT COULD HAVE BEEN owned but couldn’t become
- 44. WHAT COULD HAVE BEEN owned but couldn’t become
- 45. WHAT COULD HAVE BEEN owned but couldn’t become
- 46. WHAT COULD HAVE BEEN It’s not enough… A great customer base A great product A great strategy A great team Darwin always wins. Will you?
- 47. THANK YOU. OBRIGADO. QUESTIONS? PERGUNTAS? Acxiom Brasil São Paulo | +55 11 3052 2111 Alameda Lorena, 638/114 Jardim Paulista, São Paulo, SP 01424-000 Porto Alegre | +55 51 3230 4400 Av. Padre Cacique, 320/3º andar B Menino Deus, Porto Alegre, RS 90810-240 www.acxiom.com.br © 2011 Acxiom Corporation. All Rights Reserved.
- 48. CAPABILITY MODEL FOR A CONNECTED WORLD +15-30% +10-15% +5-7% Marketing ROI Customer portfolio value Points of margin > Increase targeting efficiency & > Improve health and breadth of > Increase number of enduringly better attribute results to spend. insight about customers. loyal customers. > Better influence & sense > Acquire & extend more profitable > Effectively cultivate word of consumer behavior. relationships. mouth. > More effective media > Redirect less profitable > Optimize use of pricing substitution. Coherently integrate relationships. incentives. new media. > Establish CLV-oriented KPIs to > De-commoditize intent. > Improve marketing results with guide decision-making. > Minimize auction risk of your trusted partners. > Optimize customer segments & consumer insight. > Recapture value from ad tech multichannel contact strategies. intermediaries. > Increase number of recognizable > Improve test & learn consumers. performance. > Increase ability to recognize > Integrate & rationalize systems to consumers across channels. reduce cost. > Faster time to market. > Real-time personalized offers.