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Acxiom's Phil Mui discusses how to successfully manage audiences, personalize customer experiences and create profitable customer experiences.
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©2013 Acxiom
Cross-Channel Audience ManagementBig Marketing Data
Phil Mui, Ph.D.Chief Product & Technology Officer, EVP
@philmui
“Be relevant with every guest, everywhere, every time.”
Creating relationship magic
ChallengeSomeone always owns a
moment, butno one owns the customer.
SolutionConnect the Moments!
Marketing
©2013 Acxiom
What Audience Data?The Marketing ElephantWhat do we really want?
Cross-Channel Audience Management
©2013 Acxiom
What Audience data ?
©2013 Acxiom
Evolution of Audience Data
?
• Personal connections
• Word of mouth
• Subscription files
• Direct mail lists
• Anonymous cookies
• Traffic lookalikes
???
< 1900 Mid-1900’s ~ 2000 > 2013
©2013 Acxiom12 Acxiom confidential
Contact information Postal address, email, mobile, land-line
Age, income, marital status, children, net worth, occupation Demographic and Socio-economic Data
Socio-economic and demographic Lifestage segmentation
Purchase Likelihood: By Category and Brand Propensities
PII: Name, On-line ID(s), PermissionsIdentity
Ready to PurchaseIn
Market
Previous Usage: Brands, Products, Channels, Attitudes, Preferences Affinities & Preferences
of Address, Birth of child, Age Milestone , Property Acqn/Update Key life changes
Alg
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reg
ated
Off
line
-
Dig
ital
Audience Data & Targeting
©2013 Acxiom13 Acxiom confidential
Postal address, email, mobile, land-line
Demographic and Socio-Economic Data
Lifestage segmentation
Key life changes
PII: Name, On-line ID(s), Permissions
Pre
dic
itiv
ity
Lat
ency
InMarket
Affinities & PreferencesPropensities
CreditCards
Affinities & Preferences
Propensities
In Market
Propensities
Affinities & Preferences
Sec
tor
Sp
ecif
icit
y
Alg
ori
thm
icA
lgo
rith
mic
Mo
del
edM
od
eled
Ag
gre
gat
edA
gg
reg
ated
Audience Data & Targeting
©2013 Acxiom
Audience: who are your customers?
©2013 Acxiom
1B
All Audience
100M
Cookie-based Lookalikes
10M
PII-based Extended Audience
1M1M
Known Audience
©2013 Acxiom
1B
All Audience
100M
Cookie-based Lookalikes
10M
PII-based Extended Audience
1M1M
Known Audience
Scale
Precision (performance)
©2013 Acxiom
MobileSocial
Fashion Conscious
Price SensitivityEconomic Sensitivity Spend Levels
TechnologyAttitudes and BehaviorsAttitudes and Behaviors
Electronics
Travel
Vehicle Type
Retail
Healthcare
Telecomm
Savings and Investments
Product Propensity Product Propensity (ownership and usage)(ownership and usage)
Retail Product CategoriesCommunications
In-Market TimingIn-Market Timing
Credit
Auto Purchase
Savings and Investment
Purchase
ShoppingCommunication
Emerging Channels
Channel Preference
Traditional Channels
Automotive
Communications
InsuranceBrand AffinityBrand Affinity
HealthcareRetail
Credit Cards
Understanding your Real AudienceImportant dimensions for marketers
Networth
Retail Spend
Economic Stability
Large Transactions
Spending IndexSpending Index TV
MobileOnline
Direct Mail
Media Usage
©2013 Acxiom
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,
LOWFinancial 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 propensityInsurance » Insurance Consumer Dynamics Segmentation Model
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 DynamicsCommunications»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
Predictive Scores: A Glimpse of Acxiom Audience Propensities
©2013 Acxiom
Evolution of Audience Data
?
• Personal connections
• Word of mouth
• Subscription files
• Direct mail lists
• Anonymous cookies
• Traffic lookalikes
???
< 1900 Mid-1900’s ~ 2000 > 2013
©2013 Acxiom
Evolution of Audience Data
• Personal connections
• Word of mouth
• Subscription files
• Direct mail lists
• Anonymous cookies
• Traffic lookalikes
• Customer centric!!!
• Anonymized identity
• CRM-extended audience
< 1900 Mid-1900’s ~ 2000 > 2013
©2013 Acxiom
What Audience Data?The Marketing ElephantWhat do we really want?
Cross-Channel Audience Management
Big Data
Phil Mui, Ph.D. — AcxiomChief Product and Technology Officer
@philmui
Blind Menand the Elephant
bit.ly/BigDataElephant
©2013 Acxiom
Online customer journey
Awareness Consideration Intent Decision
THE PATHTO PURCHASE
CONVERSION
Acts more as anASSIST INTERACTION
Acts more as aLAST INTERACTION
DISPLAY CLICK
3.1
SOCIAL
1.9
1.4
PAIDSEARCH
1.0
OTHERPAID
REFERRAL
0.9
ORGANICSEARCH
0.8
DIRECT
0.5
©2013 Acxiom
The Wall
marketers consumers
“channel centricity”
©2013 Acxiom
RELATIONSHIPRELATIONSHIP
Becky Jones-Hall789 Main Street
B2c marketing: how this is done today
cookie 12
cookie 9
cookie 1 cookie 2 cookie 3 cookie 4
device 1
device 2
device 3
cookie 5 cookie 6 cookie 7 cookie 8
cookie 10 cookie 11 How many people purchased?
How many purchases per person?cookie 12
cookie 9
cookie 1 cookie 2 cookie 3 cookie 4
device 1
device 2
device 3
cookie 5 cookie 6 cookie 7 cookie 8
cookie 10 cookie 11
Online Purchases
Offline Purchases
Mobile: 501-252-1000 rjones@corp.comrebecca@mail.com
©2013 Acxiom
Awareness
Consideration
Intent
Lead
Store
Conversion
Retention
Reactivation
Brand AdvertisingBrand Advertising
DR AdvertisingDR Advertising
Lead GenLead Gen
Content MgmtContent Mgmt
CommerceCommerce
SupportSupport
EmailEmail
RetargetingRetargeting
DATA
DATA
DAT
A
D
ATA
LoyaltyLoyalty
DMPDMP
Customer Conversion / Purchase Funnel
CRM(user)
CRM(user)
???
???
©2013 Acxiom
Big DataBlind Menand the
Elephant
©2013 Acxiom
What Audience Data?The Marketing ElephantWhat do we really want?
Cross-Channel Audience Management
©2013 Acxiom
©2013 Acxiom
No more channel centricity!
Focus on delivering value to the consumer!
Give the right message at the right time
on the right device … for the …consumer !
©2013 Acxiom
We demand a consumer-oriented platform!
Provides Single View of the Customer Across Channels,
Devices, Applications
Phil Mui
@philmui
http://aos.acxiom.com
bit.ly/GartnerOnAOS
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