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Acxiom corporate brochure dma 2010 (10-8-10)
1. Generate more satisfaction and profit at every
consumer touchpoint. fill in the blanks.
TO ENGAGE TODAY’S HYPER-
CONNECTED CONSUMERS,
YOU NEED TO MASTER FOUR
CAPABILITIES:
, , and .
2. There’s a crisis in
consumer engagement.
And an opportunity
in disguise.
3. But in the real world, there are complicating factors. Like the fact
that there are millions of customers and prospects. And they’re
connected to an unprecedented array of devices and media. So you
need to be prepared to communicate across all those channels,
delivering thousands — or even millions — of distinct messages to
your audience in a given day.
Media profusion, fragmented attention —
and models that don’t keep pace with reality.
The same technology that gives you more ways to reach consumers
than ever has paradoxically made it much harder to achieve the impact
you need. And marketers are for the most part unaware of the true
extent of the problem. Consider: while 80% of CEOs believe their brand
delivers a superior customer experience, only 8% of their customers
agree.1
Which shouldn’t be surprising, considering the fact that 4 out
of 5 online ads (to cite just one medium)fail to reach their intended
target.2
The old models of how media and messaging work are no
longer workable.
There is a critical need to improve marketing
ROI. And the solution is conceptually quite
simple: engage with consumers more fully —
i.e., profitably — by delivering a better brand
experience that serves the right message, to the
right person, at the right time.
It’s time for a new model.
$100,000,000 OF ROI
The need for a new engagement model is quantifiable:
shifting just 15% of marketing investments from low-
to high-value opportunities can markedly improve
a company’s marketing success ratio. And full
implementation has generated over $100 million
a year in benefit to our clients.
1
Bain&Company,ClosingtheDeliveryGap,2005
2
ComScore,March2009:ResearchfromeightU.S.brandcampaignswithbudgetsbetween$400,000and$2million
4. Presenting a new approach to engagement that helps you
answer critical questions, act with greater confidence, and
execute on a mass scale — to achieve new levels of success.
Reach the right audience in larger numbers
Obstacle: Marketers and the “publishing” networks
they use (online networks such as Yahoo or MSN,
cable companies, mobile providers, etc.) can
only share a limited amount of audience data, for
privacy and competitive reasons. Relevance-X®
multichannel targeting solution acts as a trusted
“safe haven” where marketers and publishers can
anonymously match up audience data, to target
far more precisely at scale, without compromising
personally identifiable information.
narrowcasting
By replacing wasteful broadcasting
with efficient addressableadvertising,
you can reach and engage your audi-
ence with certainty. But it’s not enough
to reach only the right people; you also
have to find enough of them, across
many channels, to impact sales. In
other words, you need scale.
1
Multidimensional insight
How you see your audience influences
your expectations of them, and single
dimensional views — whether behavioral,
contextual, or media-based — usually lead
to a false picture. To uncover more
relevant insights and filter out false
signals, you need to integrate multiple
dimensionsof insight.
2
Seeing consumers — and opportunities — more clearly
Multichannel customers — e.g., online and in-store
buyers — are 4-5 times more profitable3
than others.
But because they can’t match on- and off-line sources
of customer data, many companies perceive such a buyer
as two (or more) different people. AbiliTec®
Digital
recognition technology helps solve this by matching
data files from multiple on- and off-line sources,
creating a far more real and useful view of customers.
3
AccordingtoAcxiomestimates
5. Networked intelligence
To utilize insight on a mass scale,
you need to use your technological
infrastructure as a marketingcentral
nervoussystem, sending and receiving
signals about customer behavior, and
recalibrating accordingly.
Personalized engagement
Finally, none of the rest matters if it
isn’t applied at the moment of truth
with a personalizedandcoordinated
engagement, in the form of a uniquely
relevant communication that compels
each consumer to action.
3 4
The Connected
Capabilities Model
Don’t warehouse knowledge, apply it
Acxiom provides consulting and turnkey solutions,
including MarketEdge-XTM
, to help leading-edge
marketers configure their infrastructure and processes
to remember, learn from, and react to each interaction
in every media over time, so they can treat each
customer with a level of recognition that feels
special — because it is.
Improving the brand experience — and sales results
Marketers only have a limited number of opportunities
to interact with each individual. Impact-XTM
is the
engagement optimization platform that makes every
touchpoint more meaningful. So companies can
deliver the right mobile coupon just as a prospect
passes their store, or tailor their site content to each
visitor in real time.
6. FILL IN THE BLANKS
The next era in marketing will be won not by those
who first put a product to market, then wait for
customers to come to them. It will be won by those
who proactively use all the data and resources at their
disposal to go after the best customers first. Which
should come as no surprise, because successful busi-
ness has always been about putting customers first.
But more effective customer engagement entails
getting myriad details exactly right. As the global
leader in interactive marketing services with over
32 billion data records updated monthly, Acxiom
is the resource sophisticated marketers turn to for
the products, services and expertise needed to give
more to their customers at every touchpoint, and
get back more in return. And our comprehensive,
consultative approach to addressing problems —
and opportunities — helps clients get repeatable,
scalable results that drive ongoing success.
Ask us how our innovative
products can help increase
your marketing ROI:
Relevance-X
This multichannel targeting and engagement
solution minimizes the key sources of waste in your
programs — and boosts ROI — by delivering the
right message to the right audience with certainty,
regardless of site, content or channel — online,
mobile, addressable TV or social media. Leveraging
a vast ecosystem of digital partners, it lets you
narrowcast your audience to find high-value
targets in scale.
Let Acxiom be your guide to this new marketing reality —
and bridge the gaps in your engagement capabilities.
AbiliTec Digital
AbiliTec Digital is a key enabler of multidimensional
insight. Leveraging Acxiom’s vast experience in
recognition solutions, it enables some of the
highest and most accurate recognition rates in the
industry — in real time — across all your enterprise
touchpoints.
Impact-X
The campaign management platform that provides
engagement optimization by personalizing and
coordinating customer touchpoints across multiple
media, online, via email, to permissioned mobile
and on social networks.
PersonicX®
Customer segmentation solutions that enable
you to better know — and anticipate — your
customers’ demographics and buying behaviors.
So you can analyze markets more accurately, then
plan and execute more successful acquisition and
retention campaigns.
InfoBase-XTM
The world’s largest compilation of timely,
up-to-date customer intelligence, InfoBase-X
is the premier consumer database for national,
regional and local campaigns.
Marketing Strategy and
Analytics Consulting
A client-centric approach that can be either
diagnostic or prescriptive ensures we meet
companies’ specific needs. Whether they require
stand-alone products or integrated solutions,
we create privacy-compliant, leading-edge
strategies for customer information.
DOWNLOAD THE CONNECTED CAPABILITIES
WHITE PAPER AT www.acxiom.com/fillintheblanks
