Solving for the CustomerIt’s in fashionTim Suther, Chief Marketing & Strategy Officer, AcxiomDarren Stoll, Group VP, Inter...
UnlimitedPossibilitiesUnfulfilledPotentialIn 200637% advertising was wastedNow, it’s 40%
NO SINGLENO SINGLEVIEW OFVIEW OFCUSTOMERSCUSTOMERSNO DISTILLEDNO DISTILLEDINSIGHTSINSIGHTSNO SHAREDNO SHAREDINSIGHTS BETWE...
NO SINGLENO SINGLEVIEW OFVIEW OFCUSTOMERSCUSTOMERSNO DISTILLEDNO DISTILLEDINSIGHTSINSIGHTSNO SHAREDNO SHAREDINSIGHTS BETWE...
Breaking throughBetter ConnectionsBetter ConnectionsConnected dataConnected dataConnected partnersConnected partnersConnec...
Solving for the customerTelevision ad placement analysisoptimized buy: cost to reach 1000 buyers: $14mass buy: cost to rea...
Solving for the customerconnects all relevant customer data
BESTCONTEXTUALBESTDEMOGRAPHICBESTBEHAVIORAL550%1,235%CONVERSIONPERFORMANCE:LIFT VS. UNTARGETEDMEDIABESTMULTI-VARIATE132%5,...
Connect advertiser &media partner data todrive better performance
FINANCIAL SERVICES CASE STUDY•Transition from 100% zip+4 level to 73%individual level asset insights•24% reduction in mark...
11Connect & cultivate your CRM assetUse CRM data to inform every important decisionFocus on “what’s likely to be”
Darren StollGroup VP of Interactive MarketingOperations and Analytics, macys.com
MACYS.COMHAS GROWN
PUT THE CUSTOMERAT THE CENTER OFALL DECISIONSMy Macy’sOmnichannelMagicSelling
RELATIONSHIPACROSS CHANNELS ANDTOUCHPOINTS16In StoreCircularCatalogCall CenterWebsiteMobileDesktopEmailSMSDisplay AdsOffli...
WHAT? SO WHAT? NOWWHAT?17ServiceValueEnvironmentSelection
KEY CUSTOMERDATA POINTS18Authoritative view of the customerDirect MailPromotionResponseStyle InterestsWeb SiteUser Reviews...
INSIGHTS GLEENED19
EMOTION /UTILITY /VALUE – PUTTING IT ALL TOGETHER• Macys is unique because we blend and manage the emotion/ utility/ value...
OMNICHANNEL IN ACTION211. Customer onthe website –checking outwhat’s available2. Customer ona mobile device –finding a nea...
BUILDING BLOCKS• Customer centricity = Organization, Data and Insights– Organization – The competition is outside Macy’s– ...
THANKYOU23Tim SutherChief Marketing& Strategy Officer, Acxiom@timsuthertim.suther@acxiom.comwww.linkedin.com/in/timsutherD...
Forrester Marketing Forum 2013 - Acxiom and Macy's presentation
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Forrester Marketing Forum 2013 - Acxiom and Macy's presentation

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Solving for the customer, it's in fashion!

This presentation was delivered at the Forrester Marketing Forum 2013 and describes the key enablers to truly customer centric marketing.

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  • section # 2 – Customer Centricity Dem MACY ’S KNOWS HOW TO DO TREAT CUSTOMERS IN THE OMNICHANNEL WORLD – & HOW TO MEASURE IT Macy ’s has lots of ways of serving customers – and connects them all ands Omni-channel orientation “ Omnichannel” leverages key cross-channel assets 1 - Inventory – if we own it, she can buy it – leverage the strength of Macy ’s assortment and inventory across all channels 2 - Digital content & technology – create an integrated shopping experience; bring the strengths and innovation of the online world into our stores Macy ’s has lots of ways of serving customers – and connects them all -- puts them all together – and puts the customer at the center Aspiration to be customer centric and put the customer at the center of all decisions Realities of customer is their relationship with a brand is not within a channel but across – to know what we shoulod be doing to best serve the customer at every point of interaction requires understanding of context and what customer doing in other channels Everyone ’s talking about omnichannel and reinventing the marketing funnel; Macy’s isn’t just talking about it Macy ’s knows how to do business and treat customers in the omnichannel world – and how to measure it Customer centricitiy forces a horizontally focused orientation and an omni-channel approach Consistent experience BUT Context is key offers that are relative to a specific consumer determined by purchase patterns, website visits, loyalty programs, and other data mining techniques. more knowledgeable consumer
  • Transcript of "Forrester Marketing Forum 2013 - Acxiom and Macy's presentation"

    1. 1. Solving for the CustomerIt’s in fashionTim Suther, Chief Marketing & Strategy Officer, AcxiomDarren Stoll, Group VP, Interactive Marketing & Analytics, macys.comForrester Marketing Forum, April 19, 2013© 2013 Acxiom Corporation. All Rights Reserved.
    2. 2. UnlimitedPossibilitiesUnfulfilledPotentialIn 200637% advertising was wastedNow, it’s 40%
    3. 3. NO SINGLENO SINGLEVIEW OFVIEW OFCUSTOMERSCUSTOMERSNO DISTILLEDNO DISTILLEDINSIGHTSINSIGHTSNO SHAREDNO SHAREDINSIGHTS BETWEENINSIGHTS BETWEENMARKETERS &MARKETERS &PARTNERSPARTNERS11DATADATA33CONNECTIONCONNECTIONSS22INSIGHTSINSIGHTSWhy?
    4. 4. NO SINGLENO SINGLEVIEW OFVIEW OFCUSTOMERSCUSTOMERSNO DISTILLEDNO DISTILLEDINSIGHTSINSIGHTSNO SHAREDNO SHAREDINSIGHTS BETWEENINSIGHTS BETWEENMARKETERS &MARKETERS &PARTNERSPARTNERS11DATADATA33CONNECTIONCONNECTIONSS22INSIGHTSINSIGHTSWhy?MarketingMarketingisisdisconnectedisconnectedd
    5. 5. Breaking throughBetter ConnectionsBetter ConnectionsConnected dataConnected dataConnected partnersConnected partnersConnected experiencesConnected experiencesBetter ResultsBetter ResultsMore precise audience selectionMore precise audience selectionMore accountable marketingMore accountable marketingReimagined customer experienceReimagined customer experience
    6. 6. Solving for the customerTelevision ad placement analysisoptimized buy: cost to reach 1000 buyers: $14mass buy: cost to reach 1000 buyers: $17092% improvement in reaching buyersapply CRM data to all media decisions
    7. 7. Solving for the customerconnects all relevant customer data
    8. 8. BESTCONTEXTUALBESTDEMOGRAPHICBESTBEHAVIORAL550%1,235%CONVERSIONPERFORMANCE:LIFT VS. UNTARGETEDMEDIABESTMULTI-VARIATE132%5,450%Connect your data to yield better results:
    9. 9. Connect advertiser &media partner data todrive better performance
    10. 10. FINANCIAL SERVICES CASE STUDY•Transition from 100% zip+4 level to 73%individual level asset insights•24% reduction in marketing costs•62% expansion of high value targets•Addressed CFPBand Reg-BDon’t just measure.Don’t just measure.Predict.Predict. ATTITUDE & BEHAVIORPROPENSITIESEconomic StabilityUnder BankedPenny PinchersLikely InvestorsSelf Directed / Advice SeekersLow Card Usagemore…IN-MARKET PROPENSITIESMortgageMortgage Refinancemore…ASSET PROPENSITIESLiquid AssetsChecking BalancesSavings BalancesAnnuity BalancesSecurities ValuesNet WorthHome ValuesIncomeDisposable IncomeDiscretionary Spendingmore…PRODUCT PROPENSITIESMortgageSecond MortgageMortgage RefinancingHELOCAuto LoansStudent LoansSavings AccountChecking AccountsPersonal Lines of CreditOverdraft ProtectionMutual FundsAnnuities529-PlansCertificates of DepositClub AccountsCredit CardDebit CardPre-Paid Cardmore…BRAND PROPENSITIES(CARDS)American ExpressAmerican Express GreenAmerican Express BlueAmerican Express GoldAmerican Express PlatinumAmerican Express BlackAmerican Express OPENVisaVisa GoldVisa PlatinumVisa SignaturesVisa Small BusinessVisa Check CardVisa BusinessMastercardMastercard GoldMastercand PlatinumMastercard World-EliteMastercard Check CardDiscoverDinersCapital Onemore…BRAND PROPENSITIES(BANKS)US BankTD BankWachoviaHSBCChaseCapital OneCiti BankCitizens BankPNC BankFifth Third BankING BankSuntrust BankWells FargoBank of Americamore…PRODUCT PROPENSITIESMortgageSecond MortgageMortgage RefinancingHELOCAuto LoansStudent LoansSavings AccountChecking AccountsPersonal Lines of CreditOverdraft ProtectionMutual FundsAnnuities529-PlansCertificates of DepositClub AccountsCredit CardDebit CardPre-Paid Cardmore…BRAND PROPENSITIES(CARDS)American ExpressAmerican Express GreenAmerican Express BlueAmerican Express GoldAmerican Express PlatinumAmerican Express BlackAmerican Express OPENVisaVisa GoldVisa PlatinumVisa SignaturesVisa Small BusinessVisa Check CardVisa BusinessMastercardMastercard GoldMastercand PlatinumMastercard World-EliteMastercard Check CardDiscoverDinersCapital Onemore…BRAND PROPENSITIES(BANKS)US BankTD BankWachoviaHSBCChaseCapital OneCiti BankCitizens BankPNC BankFifth Third BankING BankSuntrust BankWells FargoBank of Americamore…ATTITUDE & BEHAVIORPROPENSITIESEconomic StabilityUnder BankedPenny PinchersLikely InvestorsSelf Directed / Advice SeekersLow Card Usagemore…IN-MARKET PROPENSITIESMortgageMortgage Refinancemore…ASSET PROPENSITIESLiquid AssetsChecking BalancesSavings BalancesAnnuity BalancesSecurities ValuesNet WorthHome ValuesIncomeDisposable IncomeDiscretionary Spendingmore…PRODUCT PROPENSITIESMortgageSecond MortgageMortgage RefinancingHELOCAuto LoansStudent LoansSavings AccountChecking AccountsPersonal Lines of CreditOverdraft ProtectionMutual FundsAnnuities529-PlansCertificates of DepositClub AccountsCredit CardDebit CardPre-Paid Cardmore…BRAND PROPENSITIES(CARDS)American ExpressAmerican Express GreenAmerican Express BlueAmerican Express GoldAmerican Express PlatinumAmerican Express BlackAmerican Express OPENVisaVisa GoldVisa PlatinumVisa SignaturesVisa Small BusinessVisa Check CardVisa BusinessMastercardMastercard GoldMastercand PlatinumMastercard World-EliteMastercard Check CardDiscoverDinersCapital Onemore…BRAND PROPENSITIES(BANKS)US BankTD BankWachoviaHSBCChaseCapital OneCiti BankCitizens BankPNC BankFifth Third BankING BankSuntrust BankWells FargoBank of Americamore…PRODUCT PROPENSITIESMortgageSecond MortgageMortgage RefinancingHELOCAuto LoansStudent LoansSavings AccountChecking AccountsPersonal Lines of CreditOverdraft ProtectionMutual FundsAnnuities529-PlansCertificates of DepositClub AccountsCredit CardDebit CardPre-Paid Cardmore…BRAND PROPENSITIES(CARDS)American ExpressAmerican Express GreenAmerican Express BlueAmerican Express GoldAmerican Express PlatinumAmerican Express BlackAmerican Express OPENVisaVisa GoldVisa PlatinumVisa SignaturesVisa Small BusinessVisa Check CardVisa BusinessMastercardMastercard GoldMastercand PlatinumMastercard World-EliteMastercard Check CardDiscoverDinersCapital Onemore…BRAND PROPENSITIES(BANKS)US BankTD BankWachoviaHSBCChaseCapital OneCiti BankCitizens BankPNC BankFifth Third BankING BankSuntrust BankWells FargoBank of Americamore…
    11. 11. 11Connect & cultivate your CRM assetUse CRM data to inform every important decisionFocus on “what’s likely to be”
    12. 12. Darren StollGroup VP of Interactive MarketingOperations and Analytics, macys.com
    13. 13. MACYS.COMHAS GROWN
    14. 14. PUT THE CUSTOMERAT THE CENTER OFALL DECISIONSMy Macy’sOmnichannelMagicSelling
    15. 15. RELATIONSHIPACROSS CHANNELS ANDTOUCHPOINTS16In StoreCircularCatalogCall CenterWebsiteMobileDesktopEmailSMSDisplay AdsOffline OnlineOmnichannel
    16. 16. WHAT? SO WHAT? NOWWHAT?17ServiceValueEnvironmentSelection
    17. 17. KEY CUSTOMERDATA POINTS18Authoritative view of the customerDirect MailPromotionResponseStyle InterestsWeb SiteUser ReviewsImplicitInterestsCategoryPreferencesMobileLocationAppsIn StoresTransactionsTravelPreferences
    18. 18. INSIGHTS GLEENED19
    19. 19. EMOTION /UTILITY /VALUE – PUTTING IT ALL TOGETHER• Macys is unique because we blend and manage the emotion/ utility/ valueequation• Provides strong competitive advantage plus guidance for the company20Emotion ValueUtility
    20. 20. OMNICHANNEL IN ACTION211. Customer onthe website –checking outwhat’s available2. Customer ona mobile device –finding a nearbystore3. In the store –making a purchase4. Signing upfor E-receipt byproviding heremail addressat POS5. Receivingreceipt with offers6. Receivingfollow-up emailswith special offers
    21. 21. BUILDING BLOCKS• Customer centricity = Organization, Data and Insights– Organization – The competition is outside Macy’s– Data – Think about the customer – not the channel– Insights – Rich analytics tell the customer story and help youmanage the customer experience22
    22. 22. THANKYOU23Tim SutherChief Marketing& Strategy Officer, Acxiom@timsuthertim.suther@acxiom.comwww.linkedin.com/in/timsutherDarren StollGroup VP of Interactive MarketingOperations and Analytics, Macys.comdstoll@macys.comwww.linkedin.com/pub/darren-stoll/2/91/aa5Request a copy of this presentation: http://bit.ly/AcxiomFMF13Download our ‘2012 State of the Industry Report’: http://bit.ly/AcxiomFML13_WPWant more? See how your marketing prowess compares to that of your peers - Visit AcxiomBooth # 304 and take the Interactive Assessment.

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