More Related Content Similar to DENNIS SELF - BETTER TOGETHER: ENABLING A HIGHLY-PERSONALIZED MEMBER EXPERIENCE ACROSS THE MARKETING UNIVERSE (20) 2. ©2016 Acxiom Corp. Confidential
WHAT WE ARE HEARING – KEY THEMES
• Consumers – it’s better when consumer (and member!)
experiences work together
• Technology – it’s better when platforms, channels &
devices work together
• Partners – it’s better when (affinity) partners work
together
3. © 2013 Acxiom Corporation. All Rights Reserved.3 ©2016 Acxiom Company Confidential
Social
Search &
Media
Mobile
& IoT
Website
Direct & Email
The
Consumer
Experience
(CX)
The Mission Objective:
Deliver A Highly-Personalized
Member Experience Across
Multiple Channels
4. ©2016 Acxiom Corp. Confidential
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER
The “Path To Purchase” Hinges On Knowing Your Members & Interacting Seamlessly Via Multiple Channels
Searches for
best credit
card online
1
Facebook for
feedback from
friends
2
Reads Affinity
magazine & sees
ad for USAA
3
Receives credit
card & activates
via mobile phone
8
Receives
confirmation
email
6
Uses card
which results in
compensation
back to Affinity
group
9
Mary Smith
Age 45
Female, Married
Based in Austin, TX
Retired Military
Loves Facebook & Her iPhone
7
Researches
USAA.com for
additional products
& services
Receives a
direct mail
co-branded
credit card offer
4
5
Applies for
co-branded credit
card online at
USAA.com/affinity
5. © 2013 Acxiom Corporation. All Rights Reserved.
COOKIE/CHANNEL-BASED
MARKETING
PEOPLE-BASED
MARKETING
Identity
Resolution
Activation
& Interaction
Measurement
&Analysis
Omni-Channel
(Offline/Online)
People-Based, Omni-Channel, Closed Loop Marketing
The Mission Objective:
Deliver A Highly-Personalized
Member Experience Across
Multiple Channels
6. ©2016 Acxiom Corp. Confidential
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER
Identity Resolution Is The Lynch Pin To Enabling People-Based Marketing
KNOWN IDENTITY UNKNOWN IDENTITY
Identification
Via Secure
One-Way Hash
R. Jones
10 Main St
Plano, TX
Rebecca Smith
becky@workpc.com
IP 222.58.1.10
Becky Wilson
20 Stag Dr
Chicago, IL
Becky Smith
I23 Sunrise Ave
Plano, TX
Phone 555-1212
Rebecca Smith
Cell phone: 555-2323
Rebecca Wilson
20 Longhorn Ave
becky@homepc.com
ABILITEC LINK
abc12345
HASHED LINK
a7b9j7ag
7. ©2016 Acxiom Corp. Confidential
What Is Known & Unknown Data?
KNOWN UNKNOWN
Social
> Liked on FB
> Tweets about experience
See online or mobile ad
> Impressions and clicks
> Publisher site
> Campaign
Search
> Search words
> Referring URL
> Site Activity
Email Capture
> Open and clicks
> Campaign
> Refer a Friend
Purchase
> Name, Address
> Email Address
> Products
Service Call
> Phone Number
> Issue
> Disposition Status
Received Mailer
> Birthday reminder
> Offer tailored to me
See TV Ad
> Impressions
> Show
> Campaign
UNIFIED VIEW
OF CUSTOMER
ACTIVITY
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER
KNOWN IDENTITY UNKNOWN IDENTITY
8. ©2016 Acxiom Corp. Confidential
How Do We Protect & Secure Affinity Partner And – More Importantly – Member Data?
3rd Party Data
Data Provider ID Element 1 Element 2 Element 3
Yr20 81b0 410V cr5H M 18-24 Media: digital
902N 2vFi 3pQ8 xN9w F 25-30 Media: TV
30tY bN28 iUd1 2qVi F 40-50 Media: paper
3rd Party Data
Customer Link Element 1 Element 2 Element 3
Ka8g 8w5m s8lm 9j25 M 18-24 Media: digital
0H3h ad78 xyI3 2Bqu F 25-30 Media: TV
5Rft s62N xUyq 23B1 F 40-50 Media: paper
Exposed Devices
DSP Device ID Campaign ID Creative ID Time Stamp
J74ir2p0 Summer 1 Beach5 2015-2-30 T 10:45
82rG31b3 Summer 5 Hammock3 2015-3-14 T 6:17
LW29vq3t Back2School 2WeeksLeft 2015-3-17 T 14:39
Exposed Devices
Customer Link Campaign ID Creative ID Time Stamp
Ka8g 8w5m s8lm 9j25 Summer 1 Beach5 2015-2-30 T 10:45
0H3h ad78 xyI3 2Bqu Summer 5 Hammock3 2015-3-14 T 6:17
5Rft s62N xUyq 23B1 Back2School 2WeeksLeft 2015-3-17 T 14:39
Promotion History
Customer ID Promotion 1 Offer Promotion 2 Offer
01485933 Email Try / Buy 1 DM 20% Off
71193082 0 0 DM Catalog
49250011 DM 20% Off 0 0
Promotion History
Customer Link Promotion 1 Offer Promotion 2 Offer
Ka8g 8w5m s8lm 9j25 Email Try / Buy 1 DM 20% Off
0H3h ad78 xyI3 2Bqu 0 0 DM Catalog
5Rft s62N xUyq 23B1 DM 20% Off 0 0
CRM Data
Customer ID Attribute 1 Attribute 2 Attribute 3 Phone #
09134787 Customer Consumer 0 714-543-8974
56980011 Customer SMB Retailer 310-901-0082
98230163 Prospect SMB Auto Repair 214-569-4100
CRM Data
Customer Link Attribute 1 Attribute 2 Attribute 3 Phone #
Ka8g 8w5m s8lm 9j25 Customer Consumer 0 714-543-8974
0H3h ad78 xyI3 2Bqu Customer SMB Retailer 310-901-0082
5Rft s62N xUyq 23B1 Prospect SMB Auto Repair 214-569-4100
REMOVING
IDENTIFIERS
MAKES LINKING
PRIVACY-SAFE
Customer Link
Ka8g 8w5m s8lm 9j25
0H3h ad78 xyI3 2Bqu
5Rft s62N xUyq 23B1
USE OUR PRIVACY-
SAFE LINKS TO JOIN
YOUR DATA
Exposed Data 3rd Party Data CRM Data Promotion History
Customer Link Campaign ID Creative ID Time Stamp Element 1 Element 2 Element 3 Attribute 1 Attribute 2 Attribute 3 Promo 1 Offer Promo 2 Offer
Ka8g 8w5m s8lm 9j25 Summer 1 Beach5 2015-2-30 T 10:45 M 18-24 Media: digital Customer Consumer 0 Email Try / Buy 1 DM 20% Off
0H3h ad78 xyI3 2Bqu Summer 5 Hammock3 2015-3-14 T 6:17 F 25-30 Media: TV Customer SMB Retailer 0 0 DM Catalog
5Rft s62N xUyq 23B1 Back2School 2WeeksLeft 2015-3-17 T 14:39 F 40-50 Media: paper Prospect SMB Auto Repair DM 20% Off 0 0
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER
9. ©2016 Acxiom Corp. Confidential
“Kill The Trust, Kill The Customer”
CONSUMER NOTICE, ACCESS, AND CHOICE
SAFE HAVEN FOR SECURE, PRIVACY-COMPLIANT
MATCHING
PRIVACY VALIDATED IDENTITY GRAPH DATA SOURCES
AUTOMATED CONTROLS FOR THE ETHICAL USE OF DATA
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER
10. ©2016 Acxiom Corp. Confidential 10
More Platforms, Channels & Devices1990 2016
IT’S BETTER WHEN PLATFORMS, CHANNELS & DEVICES WORK
TOGETHER
12. ©2016 Acxiom Corp. Confidential
MarketingStrategy&Roadmap
Key Marketing Business Processes
Strategy Planning Automation Activation Measurement Optimization
Connectivity
Premium
Publishers
Search Mobile Video
Addressable
TV
Social DMPs DSPs Personalization Measurement
Omni-Channel Touchpoints
DataPrivacy,Security&Governance
People-Based, Omni-Channel Marketing Capabilities
IT’S BETTER WHEN PLATFORMS, CHANNELS & DEVICES WORKS
TOGETHER
Identity Resolution
Marketing Data Environment
Onboarding
Marketing Analytics Environment
CustomerLink
How Does It All Work?
13. ©2016 Acxiom Corp. Confidential
IT’S BETTER WHEN AFFINITY PARTNERS WORK TOGETHER
The Promise of Partner Data Exchange and Collaborative Marketing
Key Outcomes
• More complete picture of member community and
interactions
• Online / digital (and real-time) engagement and
experience
• Coordinated offline (direct mail) and online (digital)
interactions
• Maintain direct relationship with member, choice,
control and transparency
• Improved experience = improved engagement and
conversion
• Understand what’s working on what’s not working
• Ensure privacy safe environment
14. ©2016 Acxiom Corp. Confidential
How Does It All Work?
1
UPLOAD
2 4
ANONYMIZE DISTRIBUTE
Data files are
securely imported
Records are anonymized to
protect consumer privacy
Segments are activated
for use online
3
MATCH
Records are matched to
online devices and digital IDs
Anonymized
Records
IT’S BETTER WHEN AFFINITY PARTNERS WORK TOGETHER
15. ©2016 Acxiom Corp. Confidential
MarketingStrategy&Roadmap
Key Marketing Business Processes
Strategy Planning Automation Activation Measurement Optimization
Connectivity
Premium
Publishers
Search Mobile Video)
Addressable
TV
Social DMPs DSPs Personalization Measurement
Omni-Channel Touchpoints
DataPrivacy,Security&Governance
Identity Resolution
Marketing Data Environment
Onboarding
Marketing Analytics Environment
CustomerLink
Marketing Partner Exchange
PartnerLink
How Does It All Work?
IT’S BETTER WHEN AFFINITY PARTNERS WORK TOGETHER
Editor's Notes Enhance Partner Programs
Enhance Partner Programs
Relevant, Data Driven Marketing is Critical to Delivering Better CX and MROI
Most marketers that we talk to today are focused on delivering better customer experiences in order to differentiate themselves from their competition and increase customer loyalty.
And, at the same time, they’re under pressure to do more with less – increasing MROI.
These objectives require marketers to engage customers with relevant messaging across all the channels that they interact with you on.
To enable omnichannel marketing and deeper customer engagement, there needs to be a shift from marketing to channels to marketing to people.
A people-based approach means connecting data at the consumer level, so you can understand which messages will resonate best, and apply them at the right moment and right place to ensure relevancy.
Enhance Partner Programs
Enhance Partner Programs
Enhance Partner Programs
Enhance Partner Programs
Marketing is evolving fast. Innovation over the past 25 years has driven an explosion of data, channels, devices, and applications. And each new touchpoint has driven the need for more technology and created more data silos.
Fragmentation is rampant, and the consequences are everywhere. We have never had so much opportunity to connect with consumers in thoughtful, effective ways, yet the vast majority of the messages we all see are still untargeted, irrelevant, and wasteful.
The companies that get omnichannel experiences right will win the battle for consumer loyalty, spend their budgets most effectively, and generate the highest marketing ROI.
And Acxiom has integration into over 450 platforms to manage known and anonymous data. The reason this is important is not only because you can reach the exact audience across all these different platforms you can also get back the necessary signals that allow you to understand if these audiences are still engaged with the title or genre that you are promoting. Enhance Partner Programs
Enhance Partner Programs
Enhance Partner Programs
Enhance Partner Programs
