Engaging with the Omni-Channel Consumer - Trappings & Opportunities

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Everyone talks about making decisions with data; yet many are frustrated by the confusion and false promises of 'big data'. What marketers really need is the right data at the right time in the right context to engage their customers. Steve Briley, VP of Data Sciences & Analytics at Acxiom explores the trappings of engaging with the omni-channel consumer and fundamental marketing techniques to deliver deeply personal customer experiences over timAe.

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Engaging with the Omni-Channel Consumer - Trappings & Opportunities

  1. 1. ©2014 Acxiom “User Engagement” Across Channels Steve Briley VP, Data Sciences & Analytics, Acxiom
  2. 2. ©2014 Acxiom
  3. 3. ©2014 Acxiom What’s the hard problem?
  4. 4. ©2014 Acxiom Marketing Social Media Sales CMR Call Center On Line In our Parks At our Resorts Disney’s – Be relevant with every guest, every where, every time Our Challenge Someone always owns a moment but no one owns the guest Our Solution Connect the Moments!
  5. 5. ©2014 Acxiom “Connecting the Moments” Connecting the Moments: Single View of the Customer 5 ©2013 Acxiom | Company Confidential
  6. 6. ©2014 Acxiom The “Problem” • Fragmented Technology & Funnel • Fragmented View of Customer Journey • Fragmented View across Channels • Fragmented Recognition
  7. 7. ©2014 Acxiom Fragmented Funnel DATA DATA Brand Advertising DR Advertising Lead Gen Content Mgmt Commerce Support Loyalty Awareness Consideration Intent Lead Store Conversion Retention Reactivation DMP CRM (user) Email Retargeting ???
  8. 8. ©2014 Acxiom Awareness Consideration Intent Decision THE PATH TO PURCHASE CONVERSION Acts more as an ASSIST INTERACTION Acts more as a LAST INTERACTION DISPLAY CLICK 3.1 SOCIAL 1.9 EMAIL 1.4 PAID SEARCH 1 . 0 OTHER PAID REFERRAL 0 . 9 ORGANIC SEARCH 0 . 8 DIRECT 0 . 5 Fragmented Customer Journey
  9. 9. ©2014 Acxiom Fragmented Channels Email Capture  Refer a Friend  Invite a Friend In-Store Purchase  Name, Address  Email Address  Purchase Type  Credit Card Type  Merchandise Direct Mail  Birthday Reminder  Offer Tailored to Me Search  Search Terms  Referring URL  Site Activity TV Ad  Watching Squawk Box Customer ID 1234 R. Jones 123 Main St. NY, NY Social  Liked on Facebook  Tweets about Experience with Client  Updates Status about Great Experience Online or Mobile Ad  Browsing Web  Impression and Click  Anonymous to Client Online Purchase  Purchase, Extended Warranty  Browsing Activity  Email Address, Preference Center  Life Events
  10. 10. ©2014 Acxiom Fragmented Channels Email Capture  Refer a Friend  Invite a Friend In-Store Purchase  Name, Address  Email Address  Purchase Type  Credit Card Type  Merchandise Direct Mail  Birthday Reminder  Offer Tailored to Me Social  Liked on Facebook  Tweets about Experience with Client  Updates Status about Great Experience Online or Mobile Ad  Browsing Web  Impression and Click  Anonymous to Client Search  Search Terms  Referring URL  Site Activity Online Purchase  Purchase, Extended Warranty  Browsing Activity  Email Address, Preference Center  Life Events TV Ad  Watching Squawk Box ? Device ID? Cookie ID? Behavior? R. Jones 123 Main St. NY, NY
  11. 11. ©2014 Acxiom cookie 8 cookie 5 Fragmented Recognition cookie 1 cookie 2 cookie 3 cookie 4 DEVICE cookie 6 cookie 7 Associated to devices 1 and 2 Online Purchase 3 cookie 9 cookie 10 cookie 11 cookie 12 1 2 Associated to device 3 DEVICE Offline Purchase ?? Customer identified as 3 separate devices or up to 12 cookies rebecca@gmail.com Becky Jones-Hall 123 Main Street Mobile: 501-252-1000 rjones@corp.com
  12. 12. “Big Data” : the problem
  13. 13. ©2013 Acxiom Big Data is not just a “lot” of data … Volume Variety Velocity Big Data “Big Data” Tech Stack
  14. 14. ©2013 Acxiom Big Data Analytics requires new technology approaches Real-Time Lag-Time Operational Data Big Data Stream Real-Time Transactional / Operational Batch Processing OLTP OLAP Gigabytes Terabytes Petabytes Complex Event Processing In-Memory DB Massively Parallel (MPP) Real-Time Massively Parallel (MPP) Batches Oracle Microsft SQL IBM DB2 SybaseIQ (SAP) HANA (SAP) Greenplum (EMC) Netezza (IBM) Redis Tipco / Streambase Memcache Gigaspaces / XAP TeraData GraphSQL Neo4J Vertica (HP) Parstream HBase MongoDB Hadoop / HDFS Cassandra CouchDB Impala (Cloudera) Storm Shark / Spark Redshift
  15. 15. The Wall marketers consumers “Big Data”
  16. 16. The Wall marketers consumers “channel centricity”
  17. 17. ©2013 Acxiom
  18. 18. ©2013 Acxiom RELATIONSHIP
  19. 19. Give the right message at the right time on the right device … for the …consumer!
  20. 20. Connects Audiences Across Data Channels & Silos ACXIOM AOS Provides Single View of the Customer Across Channels, Devices, Applications
  21. 21. Principles of Engagement • Recognize the Customer Outside your Company • Recognize the Customer Inside your Company • Be a Good Listener • Dress for Success • Interact with your Customer’s Friends • Always Be Appropriate
  22. 22. 23 Engagement Principle #1 Recognize the Customer Outside your Company
  23. 23. Engagement Principle #2 Recognize the Customer Inside your Company 24
  24. 24. Engagement Principle #3 Be a Good Listener 25
  25. 25. Engagement Principle #4 Dress for Success 26
  26. 26. Engagement Principle #5 27 Interact with your Customer’s Friends
  27. 27. Who Am I? Engagement Principle #6 Always Be Appropriate
  28. 28. There is no Funnel “The truth is that the use of the funnel has become less and less effective. Buyers’ behavior now appears to be a lot more erratic. The return on investment is down. It just doesn’t work like it used to. (Or maybe it only ever seemed to work?)” http://www.mycustomer.com/feature/marketing/sales-funnel-dead/166124
  29. 29. There is no Funnel The Economist, Feb 14 2014 This blog was written by David Edelman and Francesco Banfi from McKinsey & Company
  30. 30. There is no Funnel If there were 10 Commandments for marketing, #1 would be: Know thy customer. The Economist, Feb 14 2014 This blog was written by David Edelman and Francesco Banfi from McKinsey & Company
  31. 31. There is no Funnel The Economist, Feb 14 2014 This blog was written by David Edelman and Francesco Banfi from McKinsey & Company
  32. 32. The Engagement Value 33 Attract Engage Acquire Retain Grow Optimize CustomerValue Before After
  33. 33. CONNECT CROSS-CHANNEL CONSUMER INTERACTIONS Acxiom AOS One ASH ID to Connect them All In Store Purchase Online Purchase Convert SmartLink Click Activity AbiliTag Website Activity Identify & CollectTouch Points
  34. 34. AOS : PERMISSION MARKETING ACROSS CHANNELS 35 ©2013 Acxiom | Company Confidential Recognition SmartLink 1. OPT-IN DATA COLLECTION - Brand runs a campaign with social sharing enable (e.g., share this with…) - Consumers sign-in via Social Sign- in - Action grants Brand and/or Acxiom permission to access consumer data & PII for linking AOS Social Connect Landing Site AOS 2. CONSUMER RECOGNITION - Social ID linked to offline Acxiom data - Consumer matched to anonymous cookie pool; or 3. AUDIENCE ANALYTICS - Marketer can analyze and run campaigns based on consumer data - Opt in provides constant flow of new consumer data TV Email Display Direct On-site In-Store
  35. 35. Who are the “Super Consumers”?
  36. 36. L’Oreal : 1 week campaign results
  37. 37. ©2014 Acxiom aos.acxiom.com

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