ADMA July 2010 - Tim Suther - Hope Is Not A Strategy
1. Hope is not a Strategy
Driving customer engagement through
multi-channel personalised marketing
Tim Suther, CMO
ADMA Forum 2010
27 July 2010
1
2.
3. About Acxiom
• Global marketing services and
technology company. Focused on
audience and customer engagement
• #2 worldwide CRM agency
• Ad Age 2010 ranking.
• Global Facts:
• 5,700 clients in 40 countries
• 300,000 campaigns/year
• 5 billion consumers engaged/year
• 1 trillion customer recognition events/year
4.
5. A crisis in customer engagement
Just 8%
of their customers agree
Source - Bain
6. A crisis in insight & focus…
2Forrester Research
11. 1. Reach/engage your audience
Customer value varies greatly
+ 500%
Contribution to
Overall Profit
0
Customer Value Segment Top 30% Next 50% Bottom 20%
Contribution to
Overall Profit
- 400%
12. 1. Reach/engage your audience
Most firms are not getting their fair share of valuable buyers
Retailer 1 Retailer 2
UV Index
UV Index
PersonicX Consumer Segments PersonicX Consumer Segments
Cookware/Kitchen Clothing/Apparel Buyer
Accessories Buyer
UV Index
UV Index
PersonicX Consumer Segments PersonicX Consumer Segments
Acxiom, comScore
13. 1. Reach/engage your audience
Valuable buyers are hard to recognise
Portal 1 Portal 2
UV Index
UV Index
PersonicX Consumer Segments PersonicX Consumer Segments
Portal 3 Portal 4
UV Index
UV Index
PersonicX Consumer Segments PersonicX Consumer Segments
13
Acxiom, comScore
14. 1. Reach/engage your audience
Valuable buyers are hard to recognise
TV Network 1 TV Network 2
UV Index
UV Index
PersonicX Consumer Segments PersonicX Consumer Segments
TV Network 3 TV Network 4
UV Index
UV Index
PersonicX Consumer Segments PersonicX Consumer Segments
26. 4. Personalised & coordinated engagement
Illustration
When Sue visits a site, audience
Meet Sue insights are leveraged to
personalise the engagement
WE KNOW
who she is
WE PREDICTED
how she may behave
WE NOTICED
a trigger behavior
Create this experience across media / channels
27. 4. Personalised & coordinated engagement
Illustration
When Sue watches TV,
Meet Sue audience insights are leveraged
to personalise the engagement
WE KNOW
who she is
WE PREDICTED
how she may behave
WE NOTICED
a trigger behavior
Create this experience across media / channels
28. 4. Personalised & coordinated engagement
Illustration
When Sue uses her iPhone,
Meet Sue audience insights are leveraged to
personalise the engagement
WE KNOW
who she is
WE PREDICTED
how she may behave
WE NOTICED
a trigger behavior
Create this experience across media / channels
29. Summarising the capability model
Hidden in plain sight
These are the lessons of direct marketing
They work across all channels
30. Sound Obvious?
“… 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
31. Sound Obvious?
"We don't like their sound, and guitar music is on the way
out.“
Decca Recording Co. rejecting the Beatles, 1962
32. Sound Obvious?
“Needs a stronger supporting cast.“
“Almost totally free from humor.”
Audience testing for Seinfeld, 1989
33. Capability model for a connected world
Key requirements
Differentiated value of customers
Partnership ecosystem
High performance matching engine
Strategy, analytics & creative skills
“Logical” central nervous system
Personalisation engine
34. Capability model for a connected world
Delivering ROI
Tech Firm
$200 million revenue/yr
$4.5 million OpEx/yr
Retail Bank
$100 million EBIT/yr
Consumer Packaged Goods Firm
$500 million revenue/yr
Target 15-30% of spend to redirect
35. Capability model for a connected world
Delivering ROI
Personalised experiences…...4-5X ROI
Concentrate ad spend………..3-5X ROI
Connect web footprints
& outbound messaging….….....2X ROI
Connect print & digital…….......4X ROI
Connect call center
& digital………………………...3-5X ROI
Connect mobile & email….….7.5X ROI
Connect TV/offline…………….17X ROI
Target 15-30% of spend to redirect
