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XCMO 2013: Cross-Channel Audience Management
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XCMO 2013: Cross-Channel Audience Management

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Acxiom's Phil Mui discusses how to successfully manage audiences, personalize customer experiences and create profitable customer experiences.

Acxiom's Phil Mui discusses how to successfully manage audiences, personalize customer experiences and create profitable customer experiences.


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  • Intro
  • Many of you know, Google Analytics (my former product) is widely used across many online properties.
    In the online customer journey of “awareness … consideration …”, each channel has different conversion characteristics. The numbers here refer to the “Assist to Conversion Ratio”.
  • Walls=Barriers to understanding...Channel knowledge vs holistic consumer knowledgeComcast storyThus...for marketing, Big Data is best used not to build a new data silo, but to break down the Walls between silos
  • Earlier we talked about Abilitec Powering the Single View of the Customer for traditional channels but it was time for us to use the power to help Tame the Chaos that is the cookie based world.
  • Intro
  • Intro
  • Transcript

    • 1. Cross-Channel Audience Management Big Marketing Data Phil Mui, Ph.D. Chief Product & Technology Officer, EVP @philmui ©2013 Acxiom
    • 2. “Be relevant with every guest, everywhere, every time.”
    • 3. Creating relationship magic Marketing Challenge Someone always owns a moment, but no one owns the customer. Solution Connect the Moments!
    • 4. What Audience Data? The Marketing Elephant What do we really want? Cross-Channel Audience Management ©2013 Acxiom
    • 5. What Audience data ? ©2013 Acxiom
    • 6. Evolution of Audience Data < 1900 ~ 2000 Mid-1900’s > 2013 ? • • Personal connections Word of mouth ©2013 Acxiom • Subscription files • Anonymous cookies • Direct mail lists • Traffic lookalikes ???
    • 7. Previous Usage: Brands, Products, Channels, Attitudes, Preferences of Address, Birth of child, Age Milestone , Property Acqn/Update Socio-economic and demographic Age, income, marital status, children, net worth, occupation Contact information Identity ©2013 Acxiom 12 Acxiom confidential Propensities Affinities & Preferences Key life changes Lifestage segmentation Demographic and Socio-economic Data Postal address, email, mobile, land-line PII: Name, On-line ID(s), Permissions Modeled Modeled Purchase Likelihood: By Category and Brand In Market Aggregated Aggregated Offline - Digital Ready to Purchase Algorithmic Algorithmic Audience Data & Targeting
    • 8. Propensities Propensities Affinities & Preferences Affinities & Preferences Affinities Preferences Key life changes Lifestage segmentation Demographic and Socio-Economic Data Postal address, email, mobile, land-line PII: Name, On-line ID(s), Permissions ©2013 Acxiom 13 Acxiom confidential Algorithmic Algorithmic Modeled Modeled In Credit In Market Cards Market Aggregated Aggregated Sector Specificity Predicitivity Latency Audience Data & Targeting
    • 9. Audience: who are your customers? ©2013 Acxiom
    • 10. PII-based Extended Audience Cookie-based Lookalikes All Audience Known Audience 1M 1M ©2013 Acxiom 10M 100M 1B
    • 11. PII-based Extended Audience Cookie-based Lookalikes All Audience Known Audience 1M 1M 10M 100M 1B Scale Precision (performance) ©2013 Acxiom
    • 12. Understanding your Real Audience Important dimensions for marketers Communications Credit Retail Product Categories Auto Purchase Retail Healthcare Automotive Communications Credit Cards Brand Affinity In-Market Timing Insurance Savings and Investment Vehicle Type Travel Retail Traditional Channels Electronics Product Propensity (ownership and usage) Channel Preference Telecomm Healthcare Communication Savings and Investments Networth Retail Spend Spending Index Large Transaction Attitudes and s Behaviors Economic Stability Technology Economic Sensitivity Price Sensitivity ©2013 Acxiom Email Emerging Channels Purchase Shopping Direct Mail TV Media Usage Mobile Online Social Fashion Conscious Spend Levels Print Mobile
    • 13. Predictive Scores: A Glimpse of Acxiom Audience Propensities 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, LOW Financial 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 propensity Insurance » Insurance Consumer Dynamics Segmentation Model ©2013 Acxiom 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 Dynamics Communications »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
    • 14. Evolution of Audience Data < 1900 ~ 2000 Mid-1900’s > 2013 ? • • Personal connections Word of mouth ©2013 Acxiom • Subscription files • Anonymous cookies • Direct mail lists • Traffic lookalikes ???
    • 15. Evolution of Audience Data < 1900 • • Personal connections Word of mouth ©2013 Acxiom ~ 2000 Mid-1900’s > 2013 • Subscription files • Anonymous cookies • Customer centric!!! • Direct mail lists • Traffic lookalikes • Anonymized identity • CRM-extended audience
    • 16. What Audience Data? The Marketing Elephant What do we really want? Cross-Channel Audience Management ©2013 Acxiom
    • 17. Big Data Blind Men and the Elephant Phil Mui, Ph.D. — Acxiom Chief Product and Technology Officer @philmui
    • 18. bit.ly/BigDataElephant
    • 19. Online customer journey PAID SEARCH OTHER PAID REFERRAL DISPLAY CLICK SOCIAL EMAIL ORGANIC SEARCH DIRECT THE PATH TO PURCHASE CONVERSION 3.1 1.9 1.4 Acts more as an ASSIST INTERACTION Awareness ©2013 Acxiom Consideration Intent 1.0 0.9 0.8 0.5 Acts more as a LAST INTERACTION Decision
    • 20. ©2013 Acxiom
    • 21. The Wall “channel centricity” marketers consumers
    • 22. RELATIONSHIP RELATIONSHIP ©2013 Acxiom
    • 23. B2c marketing: how this is done today rebecca@mail.com Becky Jones-Hall 789 Main Street Mobile: 501-252-1000 rjones@corp.com Offline Purchases cookie 1 cookie 2 cookie 3 cookie 4 cookie 5 cookie 6 cookie 7 cookie 8 cookie 9 cookie 10 cookie 11 cookie 12 device 1 device 2 device 3 device 1 Online Purchases device 2 How many people purchased? How many purchases per person? device 3 cookie 1 cookie 2 cookie 3 cookie 4 cookie 5 cookie 6 cookie 7 cookie 8 cookie 9 cookie 10 cookie 11 cookie 12
    • 24. Customer Conversion / Purchase Funnel Brand Advertising Brand Advertising Awareness DMP DMP Consideration DR Advertising DR Advertising Intent Store CRM CRM Conversion Email Email (user) (user) Retention Reactivation ©2013 Acxiom Content Mgmt Content Mgmt Commerce Commerce Support Support Loyalty Loyalty DATA Lead ??? DATA DATA Retargeting Retargeting Lead Gen Lead Gen
    • 25. Big Data Blind Men and the Elephant ©2013 Acxiom
    • 26. What Audience Data? The Marketing Elephant What do we really want? Cross-Channel Audience Management ©2013 Acxiom
    • 27. ©2013 Acxiom
    • 28. No more channel centricity! Focus on delivering value to the consumer! ©2013 Acxiom
    • 29. Give the right message at the right time on the right device … for the … consumer !
    • 30. We demand a consumer-oriented platform! Provides Single View of the Customer Across Channels, Devices, Applications ©2013 Acxiom
    • 31. http://aos.acxiom.com Phil Mui @philmui
    • 32. bit.ly/GartnerOnAOS

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