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Acxiom / Digiday - Marketing Maturity Survey #digiday

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

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

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  • Other: 54Technology company: 56Media company: 100Agency: 123Advertiser: 26
  • Transcript

    • 1. ACXIOM / DIGIDAYMARKETING MATURITYSURVEYDATA MARKETING SUMMITDecember 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 DESCRIPTIONAnalysis (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 IDENTIFIEDYOUR 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% TechnologistWe have started to operationalize this butWe 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 OFYOUR PUBLISHING PARTNERS TOIDENTIFY PROSPECTS OR PERSONALIZEOFFERS? Yes. We have optimized our conversionYes. We have optimized our conversion 8% rates with personalized messagsrates with personalized messages using 9% 10%data and insight from multiple sources. data and insight from multiple sources. 5% Yes. Were seeing increased conversionYes. Were 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 beenSomewhat. 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 REDIRECTUNDER-PERFORMING MARKETINGINVESTMENTS AND KNOW HOW TOSELECT HIGHER PERFORMING OPTIONS? Yes. On a regular basis, we optimize theYes. On a regular basis, we optimize the 8%multichannel touch point path and seekmultichannel touch point path and seek 19% to focus investment on best customersto focus investment on best customers 31% and best best results. and results. 17%Yes. Along with particular channels, weYes. Along with particular channels, we 22%seek to experiment with emerging newseek 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 onYes. 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 RECOGNIZECONSUMERS INTERESTS DURING THEIRINTERACTION WITH YOUR BRAND INREAL TIME? Yes, across both inbound and outboundYes, across both inbound and outbound 14% channels and all interactions are storedchannels and all interactions are stored 5% 6% in aa central repository. in central repository. 0% Yes. Were actively connecting all of ourYes. Were 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 oneYes. We can do this with social and one 31% or two other channels. or two other channels. 38% Media 26% Agency 14% AdvertiserYes, but outbound channels only such asYes, 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 FORMINSIGHT ABOUT CUSTOMERS AND TARGETPROSPECTS TO ENABLE MORE EFFECTIVEAND 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% TechnologistYes. 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 CREATEPREDICTIVE CAPABILITIES THAT SHOWTHE BEST OFFER TO MAKE PROSPECTSAND 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% havent yet integrated a a predictive havent yet integrated predictive 22% capability. capability. 63% 14% Yes. We use descriptive analytics andYes. 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 ourchannels, content, offers and re-align our 7% audience with whats worked in the past 18% Mediaaudience with whats 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 TOTRACK CONVERSATIONS ABOUT YOURBRAND?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%Were active practitioners of social media 33% to engage with our customers.Yes. Were 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% Mediaadvertisements based onsocial sites. values from attribute values 16% from social sites. Agency 49% Advertiser Were dabbling in it but its not a 41% Yes, were dabbling inimperative. a strategic it but its not 26% 42% strategic imperative. 17% No 16% 11% No 11% 0% 10% 20% 30% 40% 50% 60%
    • 11. HOW EFFECTIVE ARE YOU IN MANAGINGCOMMUNICATIONS ACROSS CHANNELS? Extremely effective. We have a single, seamlessExtremely 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 communicationsVery effective. Cross-channel communications 9% are personalized for engagement while thereare 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 dont managemanage Not effective. We dont communications across channels. 18% 13% communications across channels. 11% 0% 10% 20% 30% 40% 50% 60% 70%
    • 12. DOES YOUR FIRM DELIVER REAL-TIMEDELIVERY DECISIONS OR RECOMMENDATIONSTO TARGET PROSPECTS / CUSTOMERSEFFECTIVELY 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. Were not totally coordinated across all 15% Technologist Effective. Were not totally coordinated channels or in real time, but were improving on either 17%across all channelsareain real time, but were 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 dont do it in real time or consistently 48% Not effective. We dont 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 TAILOREDFOR EACH STAGE OF THE CUSTOMERSLIFE 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% TechnologistYes. 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 theyre not currently sharedYes, but theyre 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 Takeaway1. Identified best customers? Few syndicate insight Brands want insight syndicated2. Leverage publisher insight? Identify prospects, rarely personalize Personalization can drive 3-5X return3. Redirect skills? Optimizing within channel +15-30% opportunity4. Recognize interests in real time? Hard stuff! Only 1/3rd can recognize RT Multichannel customers = 4-5x value5. Aggregate data to form insights? Overweighting direct observation Customers are multidimensional6. Use analytics to predict? Reacting, not predicting Drive the right traffic7. Use social media effectively? Low priority Listen, engage, connect8. Manage/coordinate all channels? Firms fail to pursue full customer value Connect a central marketing system9. Recommend in real time? Generally ineffective Fuse recognition with insight10. Tailor programs for life segment? Most don’t see a need +10-15% GM opportunity http://assessment.acxiom.com/
    • 15. THANK YOU.Take the Acxiom Marketing Assessment!http://assessment.acxiom.com/Read “Digiday Acxiom - State of the Industry Survey onDigital Marketing”http://bit.ly/digiday_wp © 2011 Acxiom Corporation. All Rights Reserved.