Acxiom / Digiday Marketing Maturity Survey, presented at the Data Marketing Summit, Dec 4-6, 2011 by Acxiom CMO Tim Suther.

1. ACXIOM / DIGIDAY
MARKETING MATURITY
SURVEY
DATA MARKETING SUMMIT
December 4–6, 2011
© 2011 Acxiom Corporation. All Rights Reserved.

2. RESPONDENTS
Other 15%
Technology Company 16%
Media Company 28%
Agency 34%
Advertiser 7%
0% 5% 10% 15% 20% 25% 30% 35% 40%
2

3. JOB DESCRIPTION
Analysis (Marketing or Sales) 10%
Marketing 30%
Sales (Includes Ad Ops) 12%
Both Sales and Marketing 28%
Audience Management 7%
None of the Above 13%
0% 5% 10% 15% 20% 25% 30% 35%
3

4. HAS YOUR FIRM CLEARLY IDENTIFIED
YOUR BEST CUSTOMERS?
Yes. We can syndicate for cross / / upsell
Yes. We can syndicate for cross up sell 3%
and can track an segment using 7%
and can track an segment using significant
significant analytic and measurement 12%
analytic and measurement systems and…
systems and offline and online data. 5%
38%
Yes.Yes. We can track and segment them.
We can track and segment them. 37%
39%
58%
30% Technologist
We have started to operationalize this but
We have started to operationalize this 27%
butare not fully there yet.
are not fully there yet. 23% Media
11%
Agency
We have a pretty good idea but cannot
We have a pretty good idea but cannot 27% Advertiser
24%
yet clearly identify them inin our database
yet clearly identify them our database 16%
oror elsewhere.
elsewhere. 21%
3%
No 5%
No 10%
5%
0% 10% 20% 30% 40% 50% 60% 70%

5. DO YOU LEVERAGE THE KNOWLEDGE OF
YOUR PUBLISHING PARTNERS TO
IDENTIFY PROSPECTS OR PERSONALIZE
OFFERS?
Yes. We have optimized our conversion
Yes. We have optimized our conversion 8%
rates with personalized messags
rates with personalized messages using 9%
10%
data and insight from multiple sources.
data and insight from multiple sources. 5%
Yes. We're seeing increased conversion
Yes. We're seeing increased conversion 19%
rates results and are expanding our
rates results and are expanding our 17%
23%
personalization efforts.
personalization efforts. 21%
22% Technologist
Yes. We do this do identify prospects,
Yes. We to this to identify 27%
prospects, but not personalize offers.
but not personalize offers. 32% Media
42%
Agency
16% Advertiser
Somewhat. Our initial efforts have been
Somewhat. Our initial efforts have been 24%
less than aatotal success.
less than total success. 21%
16%
35%
No 24%
No 15%
16%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

6. DOES YOUR MARKETING TEAM REDIRECT
UNDER-PERFORMING MARKETING
INVESTMENTS AND KNOW HOW TO
SELECT HIGHER PERFORMING OPTIONS?
Yes. On a regular basis, we optimize the
Yes. On a regular basis, we optimize the 8%
multichannel touch point path and seek
multichannel touch point path and seek 19%
to focus investment on best customers
to focus investment on best customers 31%
and best best results.
and results. 17%
Yes. Along with particular channels, we
Yes. Along with particular channels, we 22%
seek to experiment with emerging new
seek to experiment with emerging new 22%
30%
media.
media. 33%
22% Technologist
17%
Yes, withinwithin a channel.
Yes, a given given channel.
14% Media
22%
Agency
Yes. We budget those efforts. Based on
Yes. We budget those efforts. Based on 27% Advertiser
past results and new technical
past results and new technical 20%
innovation, we redirect investments
innovation, we redirect investments 16%
based on goals and major launches. 17%
based on goals and major launches.
22%
No 22%
No 10%
11%
0% 5% 10% 15% 20% 25% 30% 35%

7. CAN YOUR FIRM RECOGNIZE
CONSUMERS' INTERESTS DURING THEIR
INTERACTION WITH YOUR BRAND IN
REAL TIME?
Yes, across both inbound and outbound
Yes, across both inbound and outbound 14%
channels and all interactions are stored
channels and all interactions are stored 5%
6%
in aa central repository.
in central repository. 0%
Yes. We're actively connecting all of our
Yes. We're actively connecting all of our 8%
channels together to build aa complete
channels together to build complete 19%
23%
portrait of what customers are doing.
portrait of what customers are doing. 16%
22% Technologist
Yes. We can do this with social and one
Yes. We can do this with social and one 31%
or two other channels.
or two other channels. 38% Media
26%
Agency
14% Advertiser
Yes, but outbound channels only such as
Yes, but outbound channels only such 7%
asemail and print.
email and print. 9%
11%
42%
No 38%
No 25%
47%
0% 10% 20% 30% 40% 50%

8. YOUR FIRM AGGREGATES DATA TO FORM
INSIGHT ABOUT CUSTOMERS AND TARGET
PROSPECTS TO ENABLE MORE EFFECTIVE
AND RELEVANT ADVERTISING
Yes. We enhance our data with
Yes. We enhance our data with 23%
socioeconomic and demographical data
socioeconomic and demographical data 27%
from third parties, but use separate
from third parties, but use separate 20%
initiatives among communication…
initiatives among communication channels. 17%
Yes. Yes. The above plus additional third-
The above plus additional third-party 11%
insightinsight and we have appliedinto
party and we have applied them them 20%
into more than one channel. 29%
more than one channel. 22%
Yes. The above plus we aggregate 14% Technologist
Yes. The above plus we aggregate response
response and historical data in a central 9%
and historical data in a central repository. 14% Media
repository. 11%
Agency
Yes. The above, plus we can apply third-
Yes. The above, plus we can apply third- 14% Advertiser
party insight to validate and enhance our 12%
party insight to validate and enhance our 11%
data. 6%
data.
37%
32%
No, we do not. we do not.
No,
26%
44%
0% 10% 20% 30% 40% 50%

9. DO YOU USE ANALYTICS TO CREATE
PREDICTIVE CAPABILITIES THAT SHOW
THE BEST OFFER TO MAKE PROSPECTS
AND CUSTOMERS?
Yes. We use descriptive analytics to track
Yes. We use descriptive analytics to track 37%
web usage and campaign stats, but
web usage and campaign stats, but 32%
haven't yet integrated a a predictive
haven't yet integrated predictive 22%
capability.
capability. 63%
14%
Yes. We use descriptive analytics and
Yes. We use descriptive analytics and have 17%
have started using predictive analytics.
started using predictive analytics. 29%
21%
Yes.We use both to better determine
We use both to better determine 11% Technologist
channels, content, offers and re-align our
channels, content, offers and re-align our 7%
audience with what's worked in the past 18% Media
audience with what's worked in the past 11%
and predict likely audiences.
and predict likely audiences. Agency
The above, plus we use them to 9%
Yes. The above, plus we use them to to
reallocate media spend according Advertiser
reallocateand target audience as well as 7%
channels media spend according to 8%
channelsscoretarget audiencemore. as
and prospects and as well 0%
score prospects and more.
29%
N/A. We do not use analytics yet. 37%
N/A. We do not use analytics yet. 22%
5%
0% 10% 20% 30% 40% 50% 60% 70%

10. ARE YOU USING SOCIAL MEDIA TO
TRACK CONVERSATIONS ABOUT YOUR
BRAND?
Yes. We use social to test and measure
Yes. We use social to test and measure 9%
customers'
customers' 5%
inclinations, propensities, customer
inclinations, propensities, customer 19%
service and ideas for new products and
serviceand ideas for new products and … 16%
services.
14%
We're active practitioners of social media 33%
to engage with our customers.
Yes. We're active practitioners of social 28%
media to engage with our customers. 16%
We use that input to send targted 11% Technologist
5%
Yes. We use that inputbased ontargeted
advertisements to send attribute
15% Media
advertisements based onsocial sites.
values from attribute values 16%
from social sites. Agency
49% Advertiser
We're dabbling in it but it's not a 41%
Yes, we're dabbling inimperative. a
strategic it but it's not 26%
42%
strategic imperative.
17%
No 16%
11%
No 11%
0% 10% 20% 30% 40% 50% 60%

11. HOW EFFECTIVE ARE YOU IN MANAGING
COMMUNICATIONS ACROSS CHANNELS?
Extremely effective. We have a single, seamless
Extremely effective. We have a single, seamless 9%
2%
view of the customer from their first touchpoint
viewof the customer from their first touchpoint
4%
to the back office. 0%
to the back office.
Very effective. Cross-channel communications
Very effective. Cross-channel communications 9%
are personalized for engagement while there
are personalized for engagement while there 7% Technologist
may be some back office reconciliation that 24%
may be someremains to be done.
back office reconciliation that 26% Media
remains to be done.
11% Agency
Effective. Some systems areare automatically
Effective. Some systems automatically
21%
updated but some customers might have to
updated butrepeat customers might have to
some their information. Advertiser
24%
repeat their information. 5%
Somewhat effective. Systems are still not
Somewhat effective. Systems are still not 51%
integrated and we manually update our system
integrated and we manually update our system 53%
with aalimited number of data points.
with limited number of data points. 36%
58%
20%
Not effective. We don't managemanage
Not effective. We don't
communications across channels.
18%
13%
communications across channels. 11%
0% 10% 20% 30% 40% 50% 60% 70%

12. DOES YOUR FIRM DELIVER REAL-TIME
DELIVERY DECISIONS OR RECOMMENDATIONS
TO TARGET PROSPECTS / CUSTOMERS
EFFECTIVELY ACROSS CHANNELS?
Extremely effective. We trigger
Extremely effective. We trigger integrated, personalized 9%
integrated, personalized marketingain real
marketing in real time across channels with seamless 0%
time acrosscustomer from their first touchpoint to the
view of the channels with a seamless view of 1%
back office.
the customer from their first touchpoint to 0%
the back office.
Very Very effective. Cross-channel
effective. Cross-channel communications are 6%
personalized for engagementpersonalized for some 10%
communications are while there may be
back office reconciliation that remains to be done. 12%
engagement while there may be some back 5%
office reconciliation that remains to be done.
Effective. We're not totally coordinated across all 15% Technologist
Effective. We're not totally coordinated
channels or in real time, but we're improving on either 17%
across all channelsareain real time, but we're
or or both. 28% Media
improving on either area or both. 11%
Agency
35%
Somewhat effective. Wecan do butit effectively
Somewhat effective. We can doeffectively across
it 24% Advertiser
channels OR in real time, not both. 32%
across channels OR in real time, but not
both. 37%
35%
Not effective. We don't do it in real time or consistently 48%
Not effective. We don't do it in real time or
across channels. 28%
consistently across channels. 47%
0% 10% 20% 30% 40% 50% 60%

13. DO YOU EXECUTE PROGRAMS TAILORED
FOR EACH STAGE OF THE CUSTOMER'S
LIFE SEGMENT?
Yes. We have a single, yet complex view 9%
Yes. We have a single, yet complex view of
of the customer when we seek to engage 7%
the customer when we seek to engage
them including various geo- 11%
them including demographcs.
various geo-demographics. 6%
Yes, very effectively. Cross-channel
Yes, very effectively. Cross-channel 9%
communications and copy are
communications and copy are 9%
personalized for engagement while there
personalized for engagement while there 17%
may be some back office reconciliation …
reconcilliation 6%
that remains to be done.
20% Technologist
Yes. We seek to share them withthem with
Yes. We seek to share whoever 9%
Media
needs access to them. to them.
whoever needs access 21%
22%
Agency
Yes, but they're not currently shared
Yes, but they're not currently shared with 11% Advertiser
everyone who would would benefit from
with everyone who benefit from the 24%
the information contained in them. 18%
information contained in them. 28%
51%
53%
No, we do No, we doto. need to.
not need not 33%
39%
0% 10% 20% 30% 40% 50% 60%

14. Summary
Question Conclusion Takeaway
1. Identified best customers? Few syndicate insight Brands want insight syndicated
2. Leverage publisher insight? Identify prospects, rarely personalize Personalization can drive 3-5X return
3. Redirect skills? Optimizing within channel +15-30% opportunity
4. Recognize interests in real time? Hard stuff! Only 1/3rd can recognize RT Multichannel customers = 4-5x value
5. Aggregate data to form insights? Overweighting direct observation Customers are multidimensional
6. Use analytics to predict? Reacting, not predicting Drive the right traffic
7. Use social media effectively? Low priority Listen, engage, connect
8. Manage/coordinate all channels? Firms fail to pursue full customer value Connect a central marketing system
9. Recommend in real time? Generally ineffective Fuse recognition with insight
10. Tailor programs for life segment? Most don’t see a need +10-15% GM opportunity
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© 2011 Acxiom Corporation. All Rights Reserved.