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Cross-Channel Audience
Management
Big Marketing Data
Phil Mui, Ph.D.
Chief Product & Technology Officer, EVP

@philmui

©2...
“Be relevant with every guest, everywhere, every time.”
Creating relationship magic
Marketing

Challenge
Someone always owns a
moment, but
no one owns the customer.
Solution
Conn...
What Audience Data?
The Marketing Elephant
What do we really want?

Cross-Channel Audience Management
©2013 Acxiom
What Audience data ?

©2013 Acxiom
Evolution of Audience Data
< 1900

~ 2000

Mid-1900’s

> 2013

?
•
•

Personal
connections
Word of mouth

©2013 Acxiom

•
...
Previous Usage: Brands, Products, Channels, Attitudes, Preferences
of Address, Birth of child, Age Milestone , Property A...
Propensities
Propensities
Affinities & Preferences
Affinities & Preferences
Affinities Preferences
Key life changes
Lifest...
Audience: who are your customers?

©2013 Acxiom
PII-based Extended Audience

Cookie-based Lookalikes

All Audience

Known Audience

1M
1M

©2013 Acxiom

10M

100M

1B
PII-based Extended Audience

Cookie-based Lookalikes

All Audience

Known Audience

1M
1M

10M

100M

1B
Scale

Precision ...
Understanding your Real Audience
Important dimensions for marketers
Communications

Credit

Retail Product
Categories

Aut...
Predictive Scores: A Glimpse of Acxiom Audience Propensities
Credit Cards
»
Propensity to carry forward a balance
»
Propen...
Evolution of Audience Data
< 1900

~ 2000

Mid-1900’s

> 2013

?
•
•

Personal
connections
Word of mouth

©2013 Acxiom

•
...
Evolution of Audience Data
< 1900

•
•

Personal
connections
Word of mouth

©2013 Acxiom

~ 2000

Mid-1900’s

> 2013

•

S...
What Audience Data?
The Marketing Elephant
What do we really want?

Cross-Channel Audience Management
©2013 Acxiom
Big Data
Blind Men
and the Elephant
Phil Mui, Ph.D. — Acxiom
Chief Product and Technology Officer
@philmui
bit.ly/BigDataElephant
Online customer journey
PAID
SEARCH
OTHER
PAID
REFERRAL
DISPLAY
CLICK

SOCIAL

EMAIL

ORGANIC
SEARCH

DIRECT

THE PATH
TO ...
©2013 Acxiom
The Wall
“channel centricity”

marketers

consumers
RELATIONSHIP
RELATIONSHIP

©2013 Acxiom
B2c marketing: how this is done today

rebecca@mail.com

Becky Jones-Hall
789 Main Street

Mobile: 501-252-1000

rjones@co...
Customer Conversion / Purchase Funnel
Brand Advertising
Brand Advertising

Awareness

DMP
DMP
Consideration

DR Advertisin...
Big Data

Blind Men
and the Elephant

©2013 Acxiom
What Audience Data?
The Marketing Elephant
What do we really want?

Cross-Channel Audience Management
©2013 Acxiom
©2013 Acxiom
No more channel centricity!
Focus on delivering value to the
consumer!

©2013 Acxiom
Give the right message at the right time
on the right device … for the …
consumer !
We demand a consumer-oriented
platform!
Provides Single View of the Customer
Across Channels, Devices,
Applications

©2013...
http://aos.acxiom.com
Phil Mui
@philmui
bit.ly/GartnerOnAOS
XCMO 2013: Cross-Channel Audience Management
XCMO 2013: Cross-Channel Audience Management
XCMO 2013: Cross-Channel Audience Management
XCMO 2013: Cross-Channel Audience Management
XCMO 2013: Cross-Channel Audience Management
XCMO 2013: Cross-Channel Audience Management
XCMO 2013: Cross-Channel Audience Management
XCMO 2013: Cross-Channel Audience Management
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XCMO 2013: Cross-Channel Audience Management

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Acxiom's Phil Mui discusses how to successfully manage audiences, personalize customer experiences and create profitable customer experiences.

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XCMO 2013: Cross-Channel Audience Management

  1. 1. Cross-Channel Audience Management Big Marketing Data Phil Mui, Ph.D. Chief Product & Technology Officer, EVP @philmui ©2013 Acxiom
  2. 2. “Be relevant with every guest, everywhere, every time.”
  3. 3. Creating relationship magic Marketing Challenge Someone always owns a moment, but no one owns the customer. Solution Connect the Moments!
  4. 4. What Audience Data? The Marketing Elephant What do we really want? Cross-Channel Audience Management ©2013 Acxiom
  5. 5. What Audience data ? ©2013 Acxiom
  6. 6. Evolution of Audience Data < 1900 ~ 2000 Mid-1900’s > 2013 ? • • Personal connections Word of mouth ©2013 Acxiom • Subscription files • Anonymous cookies • Direct mail lists • Traffic lookalikes ???
  7. 7. Previous Usage: Brands, Products, Channels, Attitudes, Preferences of Address, Birth of child, Age Milestone , Property Acqn/Update Socio-economic and demographic Age, income, marital status, children, net worth, occupation Contact information Identity ©2013 Acxiom 12 Acxiom confidential Propensities Affinities & Preferences Key life changes Lifestage segmentation Demographic and Socio-economic Data Postal address, email, mobile, land-line PII: Name, On-line ID(s), Permissions Modeled Modeled Purchase Likelihood: By Category and Brand In Market Aggregated Aggregated Offline - Digital Ready to Purchase Algorithmic Algorithmic Audience Data & Targeting
  8. 8. Propensities Propensities Affinities & Preferences Affinities & Preferences Affinities Preferences Key life changes Lifestage segmentation Demographic and Socio-Economic Data Postal address, email, mobile, land-line PII: Name, On-line ID(s), Permissions ©2013 Acxiom 13 Acxiom confidential Algorithmic Algorithmic Modeled Modeled In Credit In Market Cards Market Aggregated Aggregated Sector Specificity Predicitivity Latency Audience Data & Targeting
  9. 9. Audience: who are your customers? ©2013 Acxiom
  10. 10. PII-based Extended Audience Cookie-based Lookalikes All Audience Known Audience 1M 1M ©2013 Acxiom 10M 100M 1B
  11. 11. PII-based Extended Audience Cookie-based Lookalikes All Audience Known Audience 1M 1M 10M 100M 1B Scale Precision (performance) ©2013 Acxiom
  12. 12. Understanding your Real Audience Important dimensions for marketers Communications Credit Retail Product Categories Auto Purchase Retail Healthcare Automotive Communications Credit Cards Brand Affinity In-Market Timing Insurance Savings and Investment Vehicle Type Travel Retail Traditional Channels Electronics Product Propensity (ownership and usage) Channel Preference Telecomm Healthcare Communication Savings and Investments Networth Retail Spend Spending Index Large Transaction Attitudes and s Behaviors Economic Stability Technology Economic Sensitivity Price Sensitivity ©2013 Acxiom Email Emerging Channels Purchase Shopping Direct Mail TV Media Usage Mobile Online Social Fashion Conscious Spend Levels Print Mobile
  13. 13. Predictive Scores: A Glimpse of Acxiom Audience Propensities Credit Cards » Propensity to carry forward a balance » Propensity to use a Reward card - Hotel/Car rental » Propensity to use a Reward card - Airline miles » Propensity to use a Reward card - Cash back » Propensity to use a Store card » Propensity to use a Premium American Express card » Propensity use a Premium VISA or MasterCard card » Number of credit cards owned ( 0 ) » Number of credit cards owned ( 1-5, 5+) » Credit card usage for monthly expenses - HIGH, MED, LOW Financial Services » Propensity to have a 529 Plan » Primary Payment Method-Percent payment by primary method » Primary Payment Method-Credit Card » Primary Payment Method-Debit » Propensity to Refinance a mortgage » Retail Banking Consumer Dynamics » Mortgage In-Market Purchase [New Homeowner] T&E » United Mileage Plus members propensity » Delta Sky Mile members propensity » Continental OnePass Members propensity » American Advantage Members propensity Insurance » Insurance Consumer Dynamics Segmentation Model ©2013 Acxiom Retail »Women’s Dress-Department Store »Women’s Casual-Department Store »Women’s Athletic-Department Store »Women’s-Department Store »Men’s Dress-Department Store »Men’s Casual-Department Store »Men’s Athletic-Department Store »Men’s-Department Store »Overall Propensity-Department Store »Propensity for Value and Comfort over Style »Propensity for Traditional/Conservative Style Preference »Propensity for Fashion Forward Style Preference »Retail Consumer Dynamics Communications »eReader propensity »Smart Phones propensity »Planning to switch providers propensity »Communications Consumer Dynamics Segmentation Model General »Social Media: Heavy Twitter User »Social Media: Heavy Facebook User »Social Media: Mobile Social Networker »Social Media: Socially Influenced »Social Media: Social Influencer »Propensity to be Price Sensitive-Penny Pinchers »Forrester Technographics Segmentation Model
  14. 14. Evolution of Audience Data < 1900 ~ 2000 Mid-1900’s > 2013 ? • • Personal connections Word of mouth ©2013 Acxiom • Subscription files • Anonymous cookies • Direct mail lists • Traffic lookalikes ???
  15. 15. Evolution of Audience Data < 1900 • • Personal connections Word of mouth ©2013 Acxiom ~ 2000 Mid-1900’s > 2013 • Subscription files • Anonymous cookies • Customer centric!!! • Direct mail lists • Traffic lookalikes • Anonymized identity • CRM-extended audience
  16. 16. What Audience Data? The Marketing Elephant What do we really want? Cross-Channel Audience Management ©2013 Acxiom
  17. 17. Big Data Blind Men and the Elephant Phil Mui, Ph.D. — Acxiom Chief Product and Technology Officer @philmui
  18. 18. bit.ly/BigDataElephant
  19. 19. Online customer journey PAID SEARCH OTHER PAID REFERRAL DISPLAY CLICK SOCIAL EMAIL ORGANIC SEARCH DIRECT THE PATH TO PURCHASE CONVERSION 3.1 1.9 1.4 Acts more as an ASSIST INTERACTION Awareness ©2013 Acxiom Consideration Intent 1.0 0.9 0.8 0.5 Acts more as a LAST INTERACTION Decision
  20. 20. ©2013 Acxiom
  21. 21. The Wall “channel centricity” marketers consumers
  22. 22. RELATIONSHIP RELATIONSHIP ©2013 Acxiom
  23. 23. B2c marketing: how this is done today rebecca@mail.com Becky Jones-Hall 789 Main Street Mobile: 501-252-1000 rjones@corp.com Offline Purchases cookie 1 cookie 2 cookie 3 cookie 4 cookie 5 cookie 6 cookie 7 cookie 8 cookie 9 cookie 10 cookie 11 cookie 12 device 1 device 2 device 3 device 1 Online Purchases device 2 How many people purchased? How many purchases per person? device 3 cookie 1 cookie 2 cookie 3 cookie 4 cookie 5 cookie 6 cookie 7 cookie 8 cookie 9 cookie 10 cookie 11 cookie 12
  24. 24. Customer Conversion / Purchase Funnel Brand Advertising Brand Advertising Awareness DMP DMP Consideration DR Advertising DR Advertising Intent Store CRM CRM Conversion Email Email (user) (user) Retention Reactivation ©2013 Acxiom Content Mgmt Content Mgmt Commerce Commerce Support Support Loyalty Loyalty DATA Lead ??? DATA DATA Retargeting Retargeting Lead Gen Lead Gen
  25. 25. Big Data Blind Men and the Elephant ©2013 Acxiom
  26. 26. What Audience Data? The Marketing Elephant What do we really want? Cross-Channel Audience Management ©2013 Acxiom
  27. 27. ©2013 Acxiom
  28. 28. No more channel centricity! Focus on delivering value to the consumer! ©2013 Acxiom
  29. 29. Give the right message at the right time on the right device … for the … consumer !
  30. 30. We demand a consumer-oriented platform! Provides Single View of the Customer Across Channels, Devices, Applications ©2013 Acxiom
  31. 31. http://aos.acxiom.com Phil Mui @philmui
  32. 32. bit.ly/GartnerOnAOS

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