"Data is the new Black" #TimSuther #DMA2011

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Are you ready to capitalize on the digital revolution? The future is coming fast, soon all media will become addressable. Addressability, the groove swing for direct marketers, is the fuel to drive high performance marketing in the new digitally connected world. Learn how your organization’s investments in data driven marketing assets and processes are invaluable to deliver a coordinated and optimized customer experience in real time.

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"Data is the new Black" #TimSuther #DMA2011

  1. 1. DATA IS THE NEW BLACK S CWinning in the era of the empowered consumer.Tim Suther Acxiom CMO Suther,Urcil Peters, VP, Demand Generation, Customer Intelligence Solutions, Marriott Vacation ClubInternationalThe DMA AnnualOctober 4, 2011© 2011 Acxiom Corporation. All Rights Reserved.
  2. 2. TODAY’S FOCUSToday’s empowered consumer represents an interesting paradox Never more options to reach Never harder to engage In the age of the empowered consumer… brands need to cultivate & control multidimensional consumer insight. Cultivate…to make every interaction count. Control…to maximize value. Multidimensional…to avoid misleading signals. Direct marketers can play a key role Opportunity to connect/extend targeting & measurement rigor But, need to be in the digital discussion more often
  3. 3. MARKETERS DEMAND INSIGHT > How much should be invested in marketing? STRATEGY > What is the optimal media weighting? > What initiatives drive most value? > How do I better assess marketing’s true impact on sales & customer value? PERFORMANCE > What ac o s most co bu e to o de ac from pe o a ce a actions os contribute o or detract o performance? > How do I compare to industry leaders? > What prospects look, act or think like my best customers? ACQUISITION > What is the most efficient way to reach them? > What is the optimal incentive? > What customers hold the highest future value? GROWTH > What steps maximize relationship p p p profitability? y > What steps most engender loyalty? PROCESS & > How do I make insights more actionable? SYSTEMS > How do I improve consumer information breadth accuracy & timeliness? breadth, > How do I better manage the volume, velocity and variety of data?
  4. 4. MULTIDIMENSIONAL INSIGHT IS FOUNDATIONAL
  5. 5. CULTIVATING & CONTROLLING MULTIDIMENSIONAL INSIGHT DRIVES VALUE +15 30% +15-30% +10 15% +10-15% +5 7% +5-7% Marketing ROI Customer portfolio value Points of margin> Increase targeting efficiency & > Improve health and breadth of > Increase number of enduringly better attribute results to spend. p insight about customers. g loyal customers. oya custo e s> Better influence & sense > Acquire & extend more profitable > Effectively cultivate word of consumer behavior. relationships. mouth.> More effective media > Redirect less profitable > Optimize use of pricing substitution. Coherently integrate relationships. incentives. new media. > Establish CLV-oriented KPIs to > De commoditize intent De-commoditize intent.> Improve marketing results with guide decision-making. > Minimize auction risk of your trusted partners. > Optimize customer segments & consumer insight.> Recapture value from ad tech multichannel contact strategies. intermediaries. > Increase number of recognizable> Improve test & learn consumers. consumers performance. > Increase ability to recognize> Integrate & rationalize systems to consumers across channels. reduce cost.> Faster time to market.> R l ti Real-time personalized offers. li d ff
  6. 6. BEST PRACTICE:Cultivate & control these capabilities: Build & protect a central nervous system to help influence and sense consumer behavior at scale with Enable personalized and speed. coordinated engagement Activate at every “moment of multidimensional insight truth” truth” by fusing customer about consumers. Leverage a safe haven for trusted recognition with business partners to reach and proprietary analytics. engage mutual customers, minimizing risk and compliance issues.Leverage these tactics:> Personalized integrated & longitudinal messaging driven Personalized, > Rebalance paid/organic search – use savings to drive by consumer or product triggers. quality demand.> Drive conversion through personalization. > Arbitrage & substitute media based on consumer preference> Optimize to customer life time value, not just response. & value.> Connect direct marketing targeting logic & measurement > Integrate preference center into targeting logic. rigor to new media – email, display, web. > Assess current capabilities & identify gaps.> Test/extend direct marketing logic to online remarketing > Balance quick wins with structural improvement improvement. and branded advertising. > Be part of the digital discussion.
  7. 7. GLOBAL AUTO OEM EXAMPLEThe Challenge APPROACH CUSTOMER RECOGNITION> Need to increase sales and service by FINANCE influencing buying behavior within the narrow window in which an automotive consumer SERVICE considers potential products. SALES CUSTOMER> Siloed consumer information across business ID divisions resulted in an inaccurate and PROSPECT incomplete view of customers and prospects. PARTNERS> Consumer data hygiene was not coordinated throughout the company causing duplicated efforts, slow response times and sometimes forgoing marketing campaigns altogether. The Results > Increased vehicle and service sales • Over $500 million incremental revenue.The Solution • Delivered $36 million incremental profit for> Built and implemented a data management seasonal car care programs. solution. solution > Annual cost reduction of $18.6 million.> Built and implemented real time consumer > Real-Time response average 2 seconds (SLA allows recognition management platform. 6 sec).> Built and implemented a centralized marketing > Real-Time expanded to 5 channels – Web, Call platform. Center, Service Desk on site, Sales Desk on Site> C t d A l ti and S Created Analytic d Segmentation models. t ti d l and Lead Engine.
  8. 8. GLOBAL FINANCIAL SERVICES EXAMPLE The Challenge g> Attrition 21% higher than competitors for the same types of customers. $ $ $ $ $> Estimated spend was at least equal to their peers.> Need to identify, understand and retain more of their best customers. 0 $ $$ The Solution> Use applied analytics to profile, segment, and 0 $ $$ assess pockets of opportunity.> Begin to match spend to customer value. 0 0 $ Results> Decreased attrition 24.3%.> Net Profit increased $186mm over 3 years.
  9. 9. SUMMARYTo win the age of the empowered consumer, focus on: Build & protect a central nervous system to help influence and sense consumer behavior at scale with Enable personalized and speed. coordinated engagement Activate at every “moment of multidimensional insight truth” truth” by fusing customer about consumers. Leverage a safe haven for trusted recognition with business partners to reach and proprietary analytics. engage mutual customers, minimizing customers risk and compliance issues.Doing so typically results in… in +15-30% +10-15% +5-7% Marketing ROI g Customer portfolio value p Points of margin g
  10. 10. THANK YOU. Questions?© 2011 Acxiom Corporation. All Rights Reserved.

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