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Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
Acxiom presentation to Forrester Marketing Forum Nov 2009
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Acxiom presentation to Forrester Marketing Forum Nov 2009

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Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples

Acxiom presentation to Forrester Marketing Forum London Nov 2009. Identifies key steps to dramatically improved marketing & advertising. Contains many examples

Published in: Business, News & Politics
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  • 1. Tough Times Don’t Last.  Tough Competitors Do.  Tim Suther SVP, Multichannel Marketing Services Tim.Suther@acxiom.com 001-630-944-0416 www.acxiom.com http://www.linkedin.com/in/timsuther http://twitter.com/timsuther http://www.slideshare.net/TimSuther
  • 2. Living next to the train tracks $112 billion of advertising is wasted each year in the US alone $4 trillion excess brand valuation 22% of Americans feel advertising is credible…compared to 45% for talk shows 42% of consumer media consumption is online 7% of disposable income is now saved – was 0% 2
  • 3. Change May Be Necessary 3
  • 4. Four steps to higher performing  marketing & advertising 4
  • 5. 1.  Data is the new black 5
  • 6. 1.  Data is the new black The Differentiated Value of Customers 30% of customers deliver the majority of profits 50% Add nothing 20% Cost companies money SAS 6
  • 7. 1.  Data is the new black It’s not about you. It’s about them. Relationship Profile Interaction History Brand Advocacy • Customer segment history • Service history • Net Promoter Score • Product ownership history • Promotion history • Degree of social influence • Current & lifetime value • Response history • Brand metrics at customer level • Share of wallet • Across channels • Marketing budget by customer Product propensities Media Preferences Channel Preferences • Propensities across the conversion • Media consumption • Shopping pathway funnel • Explicit preferences • Preferred buying channel • Next best product to sell • Implicit preferences • Preferred research channel • Likelihood to recommend • Context preferences • Preferred service channel • Contact/cadence strategy Geodemographics Interests & attitudes Monetary Indicators • Age • Purchase intent by category • Income indicator • Occupation • Recreational interests • Wealth indicator • Gender • Social Causes • Discretionary spending • Location • Real property indicators • Ethnicity • Family / size of household • Life stage / life event 7
  • 8. 2. Create a 360 view Remember every interaction and learn • Explicit & inferred preferences • Wants & needs • Motivations & attitudes • Social influence circle • Cross-channel behavior http://www.youtube.com/watch?v=9hq5jZrFTbE 8
  • 9. 2. Create a 360 view The interrelated and overlapping effects of media Lift to Search Email Lift to Brand 37% 24% 18% 15% 12% 7% TV TV + Print TV + Online Display Brand Awareness Campaign Awareness Favorability Display Lift to Conversions Email Lift to Offline Purchase 65% 42% 54% 49% 46% 11% Week 1 Week 2 Week 3 Week 4 9 Purchase within 12 mos Purchase 4+ times
  • 10. 2. Create a 360 view Combine who, when, and where…and you’ll know why. Awareness Purchase Up/Cross-sell Shopping & Consideration 10
  • 11. 3.  The confluence of insight & media • With most media, you never know who you’re gonna get. • Knowing who determines: – How much to invest…if anything – What to say…without guessing • The typical marketing problem: – Over-invest in low value relationships – Under-invest in high value relationships 11
  • 12. 3.  The confluence of insight & media A look at “who” at world class brands Cadillac American Express UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments Hershey Allstate UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments 12
  • 13. 3.  The confluence of insight & media …and their shopping behavior 300 300 250 Shopped at 250 Ordered from Banana Republic BestBuy.com UV Index UV Index 200 200 150 150 100 100 50 50 0 0 PersonicX Consumer Segments PersonicX Consumer Segments 350 350 300 Ordered Flowers 300 Shopped at online Ann Taylor UV Index 250 250 UV Index 200 200 150 150 100 100 50 50 0 0 PersonicX Consumer Segments PersonicX Consumer Segments 13
  • 14. 3.  The confluence of insight & media Profile of traffic is much different at major online sites MSN Yahoo 96 MM UV’s 148 MM UV’s UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments eBay AOL 56 MM UV’s 70 MM UV’s UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments Acxiom, comScore 14
  • 15. 3.  The confluence of insight & media 300 …and at major networks 300 250 FOX 250 ABC 200 200 UV Index UV Index 150 150 100 100 50 50 0 0 PersonicX Consumer Segments PersonicX Consumer Segments 300 300 CBS UV Index 250 NBC UV Index 250 200 200 150 150 100 100 50 50 0 0 PersonicX Consumer Segments 15 PersonicX Consumer Segments
  • 16. 3.  The confluence of insight & media Traditional media buy = FAIL on a massive scale 80% of online advertising fails  to reach its intended audience 16
  • 17. 3.  The confluence of insight & media Concentrate ad spend to drive 3-5x value improvement 17
  • 18. 3.  The confluence of insight & media Concentrating ad spend requires trusted intermediaries Online Cable Print Social Mobile Gaming Apps Acxiom Firewall Portals Cable Print Social Mobile Gaming Apps Adv CT Acxiom Firewall Adv Customer Database 18
  • 19. 4.  It’s about accountability & execution “… too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.“ Western Union memo on potential for the telephone, 1876. 19
  • 20. 4.  It’s about accountability & execution "We don't like their sound, and guitar music is on the way out.“ Decca Recording Co. rejecting the Beatles, 1962. 20
  • 21. 4.  It’s about accountability & execution So, now what? 1. Identify customer value 2. Invest proportionally 3. Engage accordingly 4. Measure customer value impact 21
  • 22. The Four Steps…summarized Hidden in plain sight 1. Data is the new black 2. Create a 360 view 3. Confluence of insight & media 4. Accountability & execution These are the lessons of direct marketing Optimize customer value at every interaction in the buying cycle 22
  • 23. Live examples Optimizing customer value at every interaction in the buying cycle 4x “orders per thousand” 17x response – Connecting print & digital – Connecting TV & offline 3x applications; 5x online $200M revenue / $4.5M revenue; same head count OpEx savings – Connecting call center & digital – Connecting call center & digital 2x online bookings $100M/yr EBIT impact – Connecting outbound & website – Multichannel connection 7.5x website spend 9-figure/yr revenue impact – Connecting mobile & email – Multichannel connection 23
  • 24. 10 Easy Money Ideas “The Idea” “How & Why” “The Benefit” 1) Reduce wasted ad impressions, 1) Use Relevance-X Display to concentrate online 1) 3-5X revenue / ad dollar at other clients concentrate spend on highest ad spend and then follow with Relevance-X TV. Existing customers respond 17X to value consumers prospects to digital TV ads 2) Recognize & connect with social 2) Use Relevance-X Social to recognize socially active 2) Match against 500M socially active media influencers customers & prospects and implement and track individuals (~60-70% of any email list) your direct social media marketing initiatives 3) Engage customers and prospects 3) Use Impact-X Mobile integrated with 3) Avg. mobile purchaser has higher income via mobile lifecycle messaging Impact-X Email for likely halo effect & spends 2X over Web-only. 4) Examine call center patterns, use 4) Identify high-volume drivers of calls proactively 4) $2M / year cost displacement & $200M / yr email to pre-empt expensive deliver relevant content to address needs that would influenced revenue at another client. personal support have solved the reason for those calls. 5) Connect Web analytics with 5) Impact-X allows you to follow the digital 5) 2X website conversions achieved at outbound messaging footprints to recalibrate your outbound another client. marketing initiatives 6) When chat available on site, offer 6) Email a branded transcript back to site 6) This is the highest performing email to send a branded transcript of the visitors. Include buttons to “buy” or to application at another client. chat. “subscribe” to other services. 7) Perform an organic search audit 7) Identify opportunities to improve organic 7) 72% of Google clicks are organic. A visibility, potentially reduce paid search. proper audit enables more free traffic 8) Implement lead scoring when 8) Build / implement predictive models to screen out low 8) The bottom three deciles can likely receiving third party leads value leads provided. Consider a test with Acxiom be eliminated without impacting CoReg services and / or e-list rental. conversions. 9) Improve the site experience 9) Target and test content with Impact-X Site. Implement 9) Personalized site experiences Relevance-X analytics tags to measure conversion drive 4–15X ROI. funnel progress by lifestage segment. 10) Retarget site visitors that do not 10) Relevance-X Display Retargeting : 53% of 10) Remarketing generates $4–10 revenue convert shopping carts abandon. Remarket based on per ad dollar. specific site behavior / lifestage. 24
  • 25. What could have been owned Portable Music but couldn’t become It’s not enough… A great customer base owned A great product On-Demand Info A great strategy but couldn’t A great team become owned Darwin always wins. Movie Inventory Will you? but couldn’t become 25
  • 26. Thank You The global interactive marketing services company www.facebook.com www.linkedin.com www.twitter.com www.youtube.com www.delicious.com /acxiomcorp /companies/acxiom /acxiom /user/AcxiomCorporation /Acxiom 26

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