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ACXIOMCORPORATION
Email can drive customer engagement in a connected world
ACXIOM CORPORATION
Acxiom serves 5,700 clients and actively manages 350 of the largest 500 marketing ecosystem worldwide. Named No. 1 U.S. Agency in 2010 for third year in a row, Ad Age
Named No. 2 in “World’s Top CRM/Direct Marketing Agencies,” Ad Age
CONFIDENTIAL 2
3
A Brief History of Email
• PROFS•Local Area Networks drove the use of PC/LAN based email•Soft Switch•AOL•Internet SMTP in mid nineties•Gateway to consumers became ISP’s •Hotmail was launched in 1996•Launch of ESP’s •15 years with incremental innovation
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Is Email Dead
Absolutely Not
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IT’S A CONNECTED WORLD
Today’s Message> Marketing is at a critical
juncture, Change is needed• The times they are a changin
> Seize the future, right now• Turn and face the change
> It’s all about engaging with today’s connected consumer• Make sure your connected, the
writings on the wall
> The payoffs are enormous for Insight based engagement
(Source: Borrell Associates)
LIVING NEXT TOTHE TRAIN TRACKS
$112 BILLIONof advertising is wasted each year in the US alone
22%of Americans feel advertising is credible…compared to 45% for talk shows
42%of consumer media consumption is online
500 BILLIONconsumer-to-consumer comments on products & services
A CRISIS IN CUSTOMER ENGAGEMENT
JUST 8% OF THEIR CUSTOMERS AGREE
80% of CEOsBELIEVE THEIR BRAND DELIVERS A SUPERIOR CUSTOMER EXPERIENCE
A CRISIS IN ADVERTISING DELIVERY
80% OF ONLINE ADVERTISINGFAILS TO REACH ITS INTENDED AUDIENCE
JUST 32% OF SENIOR MARKETERS
KNOW HOW THEIR CUSTOMERS
BEHAVE ACROSSCHANNELS*
MULTICHANNEL BUYERS ARE 4–5X PROFITABLE
A CRISIS IN INSIGHT & FOCUS
11
CAPABILITY MODELFOR A CONNECTED WORLDTARGET 15-30% OF SPEND TO REDIRECT
NARROWCAST. NOT BROADCAST.
1. REACH/ENGAGE YOUR AUDIENCE
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AUDIENCE MANAGEMENT SYSTEMYOUR AUDIENCE, ADDRESSABLE ANYWHERE, REACHED WITH CERTAINTY
Safe Haven
Online Display200mm Profiles
Advertiser
Audience
PublisherAudience
Advertiser
Enhance
Anonymize
Match
Just Your Audience
Anonymous Match
Real Time Data Exchange
Delivery Integration
Partnership Ecosystem
Product Propensities
Channel Preferences
Media Preferences
Customer Behavior
External Insights
Attitudes / Personas Print144mm Households
Mobile30mm Users
Email70mm Addresses
TV14mm Households
Social650mm Profiles
Call Center73 million numbers
Apps
Publisher
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CAPABILITY MODELFOR A CONNECTED WORLD
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2. MULTIDIMENSIONAL INSIGHT
SORRY, THERE ARE NO SILVER BULLETS
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2. MULTIDIMENSIONAL INSIGHT
CONSUMER INSIGHT & RECOGNITION
Product Propensities> Propensities across the conversion funnel> Next best product to sell> Likelihood to recommend
Media Preferences> Media consumption> Explicit preferences> Implicit preferences> Context preferences> Contact/cadence strategy
Channel Preferences> Shopping pathway> Preferred buying channel> Preferred research channel> Preferred service channel
Interests & Attitudes> Purchase intent by category> Recreational interests> Social Causes
Geodemographics> Age> Occupation> Gender> Location> Ethnicity> Family / size of household> Life stage / life event
Monetary Indicators> Income indicator> Wealth indicator> Discretionary spending> Real property indicators
Relationship Profile> Customer segment history> Product ownership history> Current & lifetime value> Share of wallet> Marketing budget by customer
Interaction History> Service history> Promotion history> Response history> Across channels
Brand Advocacy> Net Promoter Score> Degree of social influence> Brand metrics at customer level
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2. MULTIDIMENSIONAL INSIGHT
> Multi-sourced & verified insight – thousands of online & offline sources
> Knowledgebase and algorithms drive consumer recognition & insight
> Insight from anonymous to known> Real-time across all digital identifiers> Real-time push/pull of insight> Delivered on-premise or in the cloud> Strategists & analysts specializing in
multidimensional insight
ACXIOM ENABLES MULTIDIMENSIONAL CONSUMER INSIGHT & RECOGNITION
Product Propensities
Media Preferences
Channel Preferences
Interests & Attitudes
Geo-demographics
Monetary Indicators
Relationship Profile
Interaction History Brand Advocacy
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CAPABILITY MODELFOR A CONNECTED WORLD
Rules-Based Access Control
Sales Workbench Call Center
Addressable TV
Interactive Data Store
Websites Service
3rd Party Websites
Profanity Scrub
Recognition Hygiene Offers IdentityEnhancement
AnalyticalInsight
LifecycleExperience
Mobile
Messaging Interface
Real-Time Services
Other Addressable Media (e.g. YouTube)
Full View of the Customer
Interactive Marketing Platform
Client Solution
Strategic Support: Multi-Channel Contact Optimization, Customer Engagement and Life Cycle Customer Management Strategies
Multi-channel Campaign Management: 400+ marketing programs supporting thousands of promotions annually including 200m emails with +92% deliverability
Channel Engagement: New vehicle launch campaigns that include coordinated search, relevant banner ad, email and direct mail campaigns
Marketing Information and Analytics: Integrated analytical tools and data supported with central customer data warehouse.
Marketing Database and Data Infrastructure: Privacy compliance, supporting enterprise-wide recognition service to uniquely identify customers and prospects, supporting real-time customer experience personalization
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The Services Solution: Optimizing marketing communications across channels, promotions and relationships
The Solution: Integrated customer contact strategy engine with goal of providing true “360°” customer view that: Optimizes customer touches Optimizes marketing communication by
looking across all offers, channels, product, timeframes and promotions, as well as relationships, to decide the best communication strategy for each customer
400+ marketing programs supporting 1,000’s promotions annually
200M emails annually with >92% deliverability
60% increase in campaign throughput 10% expense decrease IT infrastructure 5%+ more accurate lead scoring Robust real-time decisioning replacing
bottle necked batch environment
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CAPABILITY MODELFOR A CONNECTED WORLD
22
ILLUSTRATION
When Becky visits a site, audience insights are leveraged to personalize the engagement
4. PERSONALIZED & COORDINATED ENGAGEMENT
Create this experience across media / channels
WE NOTICEDa trigger behavior
WE KNOWwho she is
WE PREDICTEDhow she may behave
Meet Becky
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ILLUSTRATION
When Becky watches TV, audience insights are leveraged to personalize the engagement
4. PERSONALIZED & COORDINATED ENGAGEMENT
Meet Becky
Create this experience across media / channels
WE NOTICEDa trigger behavior
WE KNOWwho she is
WE PREDICTEDhow she may behave
24
ILLUSTRATION
When Becky uses her iPhone, audience insights are leveraged to personalize the engagement
4. PERSONALIZED & COORDINATED ENGAGEMENT
Meet Becky
Create this experience across media / channels
WE NOTICEDa trigger behavior
WE KNOWwho she is
WE PREDICTEDhow she may behave
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OPTIMIZING CUSTOMER VALUE AT EVERY INTERACTION
4. PERSONALIZED & COORDINATED ENGAGEMENT
Transactional Email
Search OverlaySocial Influence
Preference Centers
OUR CLIENT INTIMATE APPROACH TUNED THE MODEL FOR OUR STRATEGIC ADVANTAGE
It Depends
27
THE DIAGNOSTIC ENGAGEMENT PROCESS
NOW WHAT?
1. Current State vs Best Practices Findings
4. Key Actions of Focus3. Strategic Roadmap for Change
2. Value x Effectiveness
28
NOW WHAT?
> Recognized leader in consumer privacy & compliance• Acxiom appointed its Chief
Privacy Officer in 1990• Review ~70,000 privacy policies
per year• ~100 security audits per year• Privacy Certification: NAI, IAB,
PCI, ITIL, MMA,ESPC, MAAWG, DPF, CIPL, CSPRA, PERC, CDT, CDIA, IAPP
• Frequent public policy advisor
>Recognized leader in customer information management
• DMA, EEC, ESPC, IAPP, AOTA, NRF, LMA, PIMA, USTA, FTMA, US Business Council, Center for Democracy & Technology
WE DEVELOP SUCCESSFUL, PRIVACY COMPLIANT, CUSTOMER INFORMATION MANAGEMENT STRATEGIES
29
CAPABILITY MODELFOR A CONNECTED WORLD
> Personalized experiences• 4-5X ROI
> Concentrate ad spend• 3-5X ROI
> Connect web footprints & outbound messaging• 2X ROI
> Connect print & digital• 4X ROI
> Connect call center & digital• 3-5X ROI
> Connect mobile & email• 7.5X ROI
> Connect TV/offline• 17X ROI
DELIVERING ROI
Target 15-30% of spend to redirect