Engaging with the Omni-Channel Consumer - Trappings & Opportunities

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Everyone talks about making decisions with data; yet many are frustrated by the confusion and false promises of 'big data'. What marketers really need is the right data at the right time in the right …

Everyone talks about making decisions with data; yet many are frustrated by the confusion and false promises of 'big data'. What marketers really need is the right data at the right time in the right context to engage their customers. Steve Briley, VP of Data Sciences & Analytics at Acxiom explores the trappings of engaging with the omni-channel consumer and fundamental marketing techniques to deliver deeply personal customer experiences over timAe.

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  • 1. ©2014 Acxiom “User Engagement” Across Channels Steve Briley VP, Data Sciences & Analytics, Acxiom
  • 2. ©2014 Acxiom
  • 3. ©2014 Acxiom What’s the hard problem?
  • 4. ©2014 Acxiom Marketing Social Media Sales CMR Call Center On Line In our Parks At our Resorts Disney’s – Be relevant with every guest, every where, every time Our Challenge Someone always owns a moment but no one owns the guest Our Solution Connect the Moments!
  • 5. ©2014 Acxiom “Connecting the Moments” Connecting the Moments: Single View of the Customer 5 ©2013 Acxiom | Company Confidential
  • 6. ©2014 Acxiom The “Problem” • Fragmented Technology & Funnel • Fragmented View of Customer Journey • Fragmented View across Channels • Fragmented Recognition
  • 7. ©2014 Acxiom Fragmented Funnel DATA DATA Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Loyalty Awareness Consideration Intent Lead Store Conversion Retention Reactivation DMP CRM (user) Email Retargeting ???
  • 8. ©2014 Acxiom Awareness Consideration Intent Decision THE PATH TO PURCHASE CONVERSION Acts more as an ASSIST INTERACTION Acts more as a LAST INTERACTION DISPLAY CLICK 3.1 SOCIAL 1.9 EMAIL 1.4 PAID SEARCH 1 . 0 OTHER PAID REFERRAL 0 . 9 ORGANIC SEARCH 0 . 8 DIRECT 0 . 5 Fragmented Customer Journey
  • 9. ©2014 Acxiom Fragmented Channels Email Capture  Refer a Friend  Invite a Friend In-Store Purchase  Name, Address  Email Address  Purchase Type  Credit Card Type  Merchandise Direct Mail  Birthday Reminder  Offer Tailored to Me Search  Search Terms  Referring URL  Site Activity TV Ad  Watching Squawk Box Customer ID 1234 R. Jones 123 Main St. NY, NY Social  Liked on Facebook  Tweets about Experience with Client  Updates Status about Great Experience Online or Mobile Ad  Browsing Web  Impression and Click  Anonymous to Client Online Purchase  Purchase, Extended Warranty  Browsing Activity  Email Address, Preference Center  Life Events
  • 10. ©2014 Acxiom Fragmented Channels Email Capture  Refer a Friend  Invite a Friend In-Store Purchase  Name, Address  Email Address  Purchase Type  Credit Card Type  Merchandise Direct Mail  Birthday Reminder  Offer Tailored to Me Social  Liked on Facebook  Tweets about Experience with Client  Updates Status about Great Experience Online or Mobile Ad  Browsing Web  Impression and Click  Anonymous to Client Search  Search Terms  Referring URL  Site Activity Online Purchase  Purchase, Extended Warranty  Browsing Activity  Email Address, Preference Center  Life Events TV Ad  Watching Squawk Box ? Device ID? Cookie ID? Behavior? R. Jones 123 Main St. NY, NY
  • 11. ©2014 Acxiom cookie 8 cookie 5 Fragmented Recognition cookie 1 cookie 2 cookie 3 cookie 4 DEVICE cookie 6 cookie 7 Associated to devices 1 and 2 Online Purchase 3 cookie 9 cookie 10 cookie 11 cookie 12 1 2 Associated to device 3 DEVICE Offline Purchase ?? Customer identified as 3 separate devices or up to 12 cookies rebecca@gmail.com Becky Jones-Hall 123 Main Street Mobile: 501-252-1000 rjones@corp.com
  • 12. “Big Data” : the problem
  • 13. ©2013 Acxiom Big Data is not just a “lot” of data … Volume Variety Velocity Big Data “Big Data” Tech Stack
  • 14. ©2013 Acxiom Big Data Analytics requires new technology approaches Real-Time Lag-Time Operational Data Big Data Stream Real-Time Transactional / Operational Batch Processing OLTP OLAP Gigabytes Terabytes Petabytes Complex Event Processing In-Memory DB Massively Parallel (MPP) Real-Time Massively Parallel (MPP) Batches Oracle Microsft SQL IBM DB2 SybaseIQ (SAP) HANA (SAP) Greenplum (EMC) Netezza (IBM) Redis Tipco / Streambase Memcache Gigaspaces / XAP TeraData GraphSQL Neo4J Vertica (HP) Parstream HBase MongoDB Hadoop / HDFS Cassandra CouchDB Impala (Cloudera) Storm Shark / Spark Redshift
  • 15. The Wall marketers consumers “Big Data”
  • 16. The Wall marketers consumers “channel centricity”
  • 17. ©2013 Acxiom
  • 18. ©2013 Acxiom RELATIONSHIP
  • 19. Give the right message at the right time on the right device … for the …consumer!
  • 20. Connects Audiences Across Data Channels & Silos ACXIOM AOS Provides Single View of the Customer Across Channels, Devices, Applications
  • 21. Principles of Engagement • Recognize the Customer Outside your Company • Recognize the Customer Inside your Company • Be a Good Listener • Dress for Success • Interact with your Customer’s Friends • Always Be Appropriate
  • 22. 23 Engagement Principle #1 Recognize the Customer Outside your Company
  • 23. Engagement Principle #2 Recognize the Customer Inside your Company 24
  • 24. Engagement Principle #3 Be a Good Listener 25
  • 25. Engagement Principle #4 Dress for Success 26
  • 26. Engagement Principle #5 27 Interact with your Customer’s Friends
  • 27. Who Am I? Engagement Principle #6 Always Be Appropriate
  • 28. There is no Funnel “The truth is that the use of the funnel has become less and less effective. Buyers’ behavior now appears to be a lot more erratic. The return on investment is down. It just doesn’t work like it used to. (Or maybe it only ever seemed to work?)” http://www.mycustomer.com/feature/marketing/sales-funnel-dead/166124
  • 29. There is no Funnel The Economist, Feb 14 2014 This blog was written by David Edelman and Francesco Banfi from McKinsey & Company
  • 30. There is no Funnel If there were 10 Commandments for marketing, #1 would be: Know thy customer. The Economist, Feb 14 2014 This blog was written by David Edelman and Francesco Banfi from McKinsey & Company
  • 31. There is no Funnel The Economist, Feb 14 2014 This blog was written by David Edelman and Francesco Banfi from McKinsey & Company
  • 32. The Engagement Value 33 Attract Engage Acquire Retain Grow Optimize CustomerValue Before After
  • 33. CONNECT CROSS-CHANNEL CONSUMER INTERACTIONS Acxiom AOS One ASH ID to Connect them All In Store Purchase Online Purchase Convert SmartLink Click Activity AbiliTag Website Activity Identify & CollectTouch Points
  • 34. AOS : PERMISSION MARKETING ACROSS CHANNELS 35 ©2013 Acxiom | Company Confidential Recognition SmartLink 1. OPT-IN DATA COLLECTION - Brand runs a campaign with social sharing enable (e.g., share this with…) - Consumers sign-in via Social Sign- in - Action grants Brand and/or Acxiom permission to access consumer data & PII for linking AOS Social Connect Landing Site AOS 2. CONSUMER RECOGNITION - Social ID linked to offline Acxiom data - Consumer matched to anonymous cookie pool; or 3. AUDIENCE ANALYTICS - Marketer can analyze and run campaigns based on consumer data - Opt in provides constant flow of new consumer data TV Email Display Direct On-site In-Store
  • 35. Who are the “Super Consumers”?
  • 36. L’Oreal : 1 week campaign results
  • 37. ©2014 Acxiom aos.acxiom.com