HOPE IS NOT ASTRATEGYA capability model forsuccessfully reaching and engaging consumersNovember 17, 2011© 2011 Acxiom Corp...
ABOUT ACXIOM> Vision: to be the most trusted partner for  providing actionable customer insights to  marketing leaders and...
ACXIOM TRUSTED PARTNERSFinancial ServicesAutomotiveRetailCommunications, Media & TechnologyInsuranceTravel & Entertainment...
MARKETING IS AT A CRITICAL      JUNCTURE! (JUST LIKE THE TRAFFIC IN SÃO PAULO)                                        4
A crisis in customer engagement                                       Just 8%                                    of their ...
A crisis in insight & focus…2Forrester   Research
3comScore
CAPABILITY MODELFOR A CONNECTED WORLD
CAPABILITY MODELFOR A CONNECTED WORLD
1. REACH / ENGAGE YOUR AUDIENCECustomer value varies greatly                          + 500%   Contribution to   Overall P...
1. REACH / ENGAGE YOUR AUDIENCEMost firms are not getting their fair share of valuable buyers                             ...
1. REACH / ENGAGE YOUR AUDIENCEValuable buyers are hard to recognize                                                      ...
1. REACH / ENGAGE YOUR AUDIENCEValuable buyers are hard to recognize                                    TV Network 1      ...
Therefore,Most Firms…Under-invest inhigh value relationshipsOver-invest inlow value relationships
1. REACH / ENGAGE YOUR AUDIENCE           Narrowcast, not broadcast                                                       ...
CAPABILITY MODELFOR A CONNECTED WORLD
2. MULTIDIMENSIONAL INSIGHTWhat do you see?
2. MULTIDIMENSIONAL INSIGHTJust about online context / behavior?
2. MULTIDIMENSIONAL INSIGHTJust about online context / behavior?
RELIANCE ON THE 18-49 DEMOGRAPHIC ISHAZARDOUS TO ALL MEDIA AND MARKETERS                              David Poltrack, CBS
IF I ASKED MY CUSTOMERS WHAT THEY WANT, THEY      SIMPLY WOULD HAVE SAID A FASTER HORSE                                   ...
2. MULTIDIMENSIONAL INSIGHT
CAPABILITY MODELFOR A CONNECTED WORLD
3. MARKETING CENTRAL NERVOUS SYSTEMData quality matters
CAPABILITY MODELFOR A CONNECTED WORLD
CONSUMERS ARE BOSSI’m in charge here…and you’re not                                      REMEMBER EVERY                   ...
4. PERSONALIZED & COORDINATEDENGAGEMENTIllustration                            Meet Isabela                               ...
4. PERSONALIZED & COORDINATEDENGAGEMENTIllustration                            Meet Isabela                               ...
4. PERSONALIZED & COORDINATEDENGAGEMENTIllustration                            Meet Isabela                               ...
THE NEED FOR A SAFE HAVENYour audience, addressable anywhere, reached with certainty                                      ...
CAPABILITY MODELFOR A CONNECTED WORLD
CAPABILITY MODEL        FOR A CONNECTED WORLD+15-30%           +10-15%                   +5-7%Marketing ROI   Customer por...
CAPABILITY MODEL          FOR A CONNECTED WORLDEasy Money                               Big MoneyPersonalized experiences…...
NOW WHAT?
HOPE IS NOT A STRATEGY!                          40
CAPABILITY MODELFOR A CONNECTED WORLD     Top 10 best practices                       Applied Insight                Prio...
UH, NOT EXACTLY…                   42
WHAT COULD HAVE BEEN                owned           but couldn’t become
WHAT COULD HAVE BEEN                owned           but couldn’t become
WHAT COULD HAVE BEEN                owned           but couldn’t become
WHAT COULD HAVE BEEN          It’s not enough…            A great customer base            A great product            A gr...
THANK YOU. OBRIGADO.     QUESTIONS? PERGUNTAS?Acxiom BrasilSão Paulo | +55 11 3052 2111Alameda Lorena, 638/114Jardim Pauli...
CAPABILITY MODEL                    FOR A CONNECTED WORLD       +15-30%                               +10-15%             ...
Tim Suther, Acxiom
Tim Suther, Acxiom
Tim Suther, Acxiom
Tim Suther, Acxiom
Tim Suther, Acxiom
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Tim Suther, Acxiom

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Apresentação de Tim Suther, Chefe de Operações de Marketing e Vice-presidente da Acxiom, sobre o conceito de Marketing 360°, ações em multicanais

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  • Hope Is Not A Strategy: Connecting Audience Management and Personalized Consumer Engagement. We are at an inflection point in marketing and advertising:Today, 80% of CEOs think they provide a superior customer experience…just 8% of their customers agree80% of online advertising fails to reach its intended targetJust 32% of senior marketers know how their customers behave across channels…yet multichannel buyers are 4-5x profitableJoin Tim Suther, Senior Vice President at Acxiom and a Fortune 500 client to discuss what effective customer engagement should look like - personalized & coordinated across media. It requires multi-dimensional insight – customer level insight that goes beyond the transaction, integrating data from multiple sources to enhance your marketing database and drive a truly customer-centric experience.We will show you how you can:Reach you Audience with CertaintyEngage your Audience with ConfidenceTODrive revenue, reduce costs, improve customer profitability and marketing ROI
  • You thought I came to tell about ‘no more tv’But in preparing this I came to a different conclusion.Look at the following with meLast year we already said:
  • Tim Suther, Acxiom

    1. 1. HOPE IS NOT ASTRATEGYA capability model forsuccessfully reaching and engaging consumersNovember 17, 2011© 2011 Acxiom Corporation. All Rights Reserved.
    2. 2. ABOUT ACXIOM> Vision: to be the most trusted partner for providing actionable customer insights to marketing leaders and their suppliers worldwide> Mission: Acxiom refines data into insights to help marketing leaders make better business decisions> Quick Facts: • 8,800 clients in 40 countries • Process 18 trillion consumer updates / year • Over 7,000 managed databases • NASDAQ: ACXM
    3. 3. ACXIOM TRUSTED PARTNERSFinancial ServicesAutomotiveRetailCommunications, Media & TechnologyInsuranceTravel & Entertainment The trademarks and registered trademarks on this page are the property of their respective owners. 3
    4. 4. MARKETING IS AT A CRITICAL JUNCTURE! (JUST LIKE THE TRAFFIC IN SÃO PAULO) 4
    5. 5. A crisis in customer engagement Just 8% of their customers agreeSource - Bain
    6. 6. A crisis in insight & focus…2Forrester Research
    7. 7. 3comScore
    8. 8. CAPABILITY MODELFOR A CONNECTED WORLD
    9. 9. CAPABILITY MODELFOR A CONNECTED WORLD
    10. 10. 1. REACH / ENGAGE YOUR AUDIENCECustomer value varies greatly + 500% Contribution to Overall Profit 0 Customer Value Segment Top 30% Next 50% Bottom 20% Contribution to Overall Profit - 400%
    11. 11. 1. REACH / ENGAGE YOUR AUDIENCEMost firms are not getting their fair share of valuable buyers Retailer 1 Retailer 2 UV IndexUV Index Personicx Consumer Segments Personicx Consumer Segments Cookware/Kitchen Clothing/Apparel Buyer Accessories BuyerUV Index UV Index Personicx Consumer Segments Personicx Consumer Segments Acxiom, comScore
    12. 12. 1. REACH / ENGAGE YOUR AUDIENCEValuable buyers are hard to recognize Portal 1 Portal 2 UV IndexUV Index Personicx Consumer Segments Personicx Consumer Segments Portal 3 Portal 4UV Index UV Index Personicx Consumer Segments Personicx Consumer Segments Acxiom, comScore 13
    13. 13. 1. REACH / ENGAGE YOUR AUDIENCEValuable buyers are hard to recognize TV Network 1 TV Network 2 UV IndexUV Index Personicx Consumer Segments Personicx Consumer Segments TV Network 3 TV Network 4UV Index UV Index Personicx Consumer Segments Personicx Consumer Segments
    14. 14. Therefore,Most Firms…Under-invest inhigh value relationshipsOver-invest inlow value relationships
    15. 15. 1. REACH / ENGAGE YOUR AUDIENCE Narrowcast, not broadcast Retailer 1 v Portal 1 This retailer’s best customers are under-represented on this portalUV Index PersonicX Consumer Segments
    16. 16. CAPABILITY MODELFOR A CONNECTED WORLD
    17. 17. 2. MULTIDIMENSIONAL INSIGHTWhat do you see?
    18. 18. 2. MULTIDIMENSIONAL INSIGHTJust about online context / behavior?
    19. 19. 2. MULTIDIMENSIONAL INSIGHTJust about online context / behavior?
    20. 20. RELIANCE ON THE 18-49 DEMOGRAPHIC ISHAZARDOUS TO ALL MEDIA AND MARKETERS David Poltrack, CBS
    21. 21. IF I ASKED MY CUSTOMERS WHAT THEY WANT, THEY SIMPLY WOULD HAVE SAID A FASTER HORSE Henry Ford 22
    22. 22. 2. MULTIDIMENSIONAL INSIGHT
    23. 23. CAPABILITY MODELFOR A CONNECTED WORLD
    24. 24. 3. MARKETING CENTRAL NERVOUS SYSTEMData quality matters
    25. 25. CAPABILITY MODELFOR A CONNECTED WORLD
    26. 26. CONSUMERS ARE BOSSI’m in charge here…and you’re not REMEMBER EVERY INTERACTION & LEARN
    27. 27. 4. PERSONALIZED & COORDINATEDENGAGEMENTIllustration Meet Isabela When Isabela visits a site, audience Age 37 insights are Married, 2 children, high value leveraged to personalize the engagement We know: • Social Class, Estimated Income, Household Demographics • Preferred media, channel & cadence • Transaction & response behavior We predicted: • Loyalty / attrition score • Brand affinity & product propensity • Brand image & price sensitivity score • Product attribute / demand score We noticed: She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase Create this experience across media /
    28. 28. 4. PERSONALIZED & COORDINATEDENGAGEMENTIllustration Meet Isabela When Isabela uses her iPhone, audience Age 37 insights are Married, 2 children, high value leveraged to personalize the engagement We know: • Social Class, Estimated Income, Household Demographics • Preferred media, channel & cadence • Transaction & response behavior We predicted: • Loyalty / attrition score • Brand affinity & product propensity • Brand image & price sensitivity score • Product attribute / demand score We noticed: She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase Create this experience across media /
    29. 29. 4. PERSONALIZED & COORDINATEDENGAGEMENTIllustration Meet Isabela When Isabela watches TV, audience Age 37 insights are Married, 2 children, high value leveraged to personalize the engagement We know: • Social Class, Estimated Income, Household Demographics • Preferred media, channel & cadence • Transaction & response behavior We predicted: • Loyalty / attrition score • Brand affinity & product propensity • Brand image & price sensitivity score • Product attribute / demand score We noticed: She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase Create this experience across media /
    30. 30. THE NEED FOR A SAFE HAVENYour audience, addressable anywhere, reached with certainty YOUR MONEY. YOUR INSIGHT. 34
    31. 31. CAPABILITY MODELFOR A CONNECTED WORLD
    32. 32. CAPABILITY MODEL FOR A CONNECTED WORLD+15-30% +10-15% +5-7%Marketing ROI Customer portfolio value Points of margin
    33. 33. CAPABILITY MODEL FOR A CONNECTED WORLDEasy Money Big MoneyPersonalized experiences…...4-5X ROI Tech Firm $200 million revenue/yrConcentrate ad spend………..3-5X ROI $4.5 million OpEx/yrConnect web footprints Retail Bank& outbound messaging….….....2X ROI $100 million EBIT/yrConnect print & digital…….......4X ROI CPG FirmConnect call center $500 million revenue/yr& digital………………………...3-5X ROIConnect mobile & email….….7.5X ROIConnect TV/offline…………….17X ROI
    34. 34. NOW WHAT?
    35. 35. HOPE IS NOT A STRATEGY! 40
    36. 36. CAPABILITY MODELFOR A CONNECTED WORLD Top 10 best practices Applied Insight Prioritize your proprietary insight Data rights as part of every ad buy discussionSafe haven to reach mutual customers of trusted business partners Strategy Prioritize deeply branded experiences Define success as improving customer portfolio value Alter media mix and primary research approach Partners should be agents not principals Optimize the enterprise Organizational CapabilityFuse proprietary analytics with customer recognition to personalize Marketing central nervous system to influence and sense 41
    37. 37. UH, NOT EXACTLY… 42
    38. 38. WHAT COULD HAVE BEEN owned but couldn’t become
    39. 39. WHAT COULD HAVE BEEN owned but couldn’t become
    40. 40. WHAT COULD HAVE BEEN owned but couldn’t become
    41. 41. WHAT COULD HAVE BEEN It’s not enough… A great customer base A great product A great strategy A great team Darwin always wins. Will you?
    42. 42. THANK YOU. OBRIGADO. QUESTIONS? PERGUNTAS?Acxiom BrasilSão Paulo | +55 11 3052 2111Alameda Lorena, 638/114Jardim Paulista, São Paulo, SP01424-000Porto Alegre | +55 51 3230 4400Av. Padre Cacique, 320/3º andar BMenino Deus, Porto Alegre, RS90810-240www.acxiom.com.br © 2011 Acxiom Corporation. All Rights Reserved.
    43. 43. CAPABILITY MODEL FOR A CONNECTED WORLD +15-30% +10-15% +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. insight about customers. loyal customers.> 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.> 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. performance. > Increase ability to recognize> Integrate & rationalize systems to consumers across channels. reduce cost.> Faster time to market.> Real-time personalized offers.

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