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Acxiom-Suther-Wharton-Final-111210

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Acxiom-Suther-Wharton-Final-111210

  1. 1. A CAPABILITY MODEL FORDRIVING CUSTOMER ENGAGEMENT IN A CONNECTED WORLDTim SutherChief Marketing Officer<br />®<br />
  2. 2. GLOBAL MARKETING SERVICES & TECHNOLOGY FIRM<br />Focused on audience and customer engagement<br />INDUSTRY RECOGNITION<br />#1 in client satisfaction – leading market research firm<br />#3 Business Services & Consulting – Information Week 500 Innovators<br />#1 US agency / #9 Worldwide agency – AdAge<br />QUICK FACTS<br />8,800 clients in 40 countries<br />300,000 campaigns/year <br />1,000 marketing databases under management<br />$1.2 billion revenues. 70% under long-term contract<br />NASDAQ – ACXM<br />
  3. 3. 3<br />
  4. 4. 80% of CEOs<br />BELIEVE THEIR BRAND DELIVERS A SUPERIOR CUSTOMER EXPERIENCE<br />JUST 8%OF THEIR CUSTOMERS AGREE<br />A CRISIS IN CUSTOMER ENGAGEMENT<br />
  5. 5. 2Forrester Research<br />A CRISIS IN INSIGHT & FOCUS<br />
  6. 6. A CRISIS IN ADVERTISING DELIVERY<br />80% OF ONLINE ADVERTISINGFAILS TO REACH ITS INTENDED AUDIENCE<br />
  7. 7. A CHANGE MAY BE NECESSARY<br />
  8. 8. CAPABILITY MODEL FOR A CONNECTED WORLD<br />Target 15-30% of spend to redirect<br />
  9. 9. CAPABILITY MODEL FOR A CONNECTED WORLD<br />
  10. 10. THEREFORE MOST FIRMS<br />Under-invest in high-value relationships<br />Over-invest in low-value relationships<br />YOU NEVER KNOW WHO <br />YOU’RE GOING TO GET …<br />
  11. 11. NARROWCAST. <br />NOT BROADCAST.<br />
  12. 12. CAPABILITY MODEL FOR A CONNECTED WORLD<br />
  13. 13. MULTIDIMENSIONAL INSIGHT<br />JUST ABOUT ONLINE CONTEXT/BEHAVIOR?<br />
  14. 14. MULTIDIMENSIONAL INSIGHT<br />JUST ABOUT ONLINE CONTEXT/BEHAVIOR?<br />
  15. 15. MULTIDIMENSIONAL INSIGHT<br />SORRY, THERE ARE NO SILVER BULLETS.<br />
  16. 16. CAPABILITY MODEL FOR A CONNECTED WORLD<br />
  17. 17.
  18. 18. CAPABILITY MODEL FOR A CONNECTED WORLD<br />
  19. 19. PERSONALIZED <br />& COORDINATED ENGAGEMENT<br />Welcome to the Marketing Democracy<br />
  20. 20. CAPABILITY MODEL FOR A CONNECTED WORLD<br />Illustrative Results<br />Tech Firm<br />$200 million revenue/yr<br />$4.5 million OpEx/yr<br />Retail Bank<br />$100 million EBIT/yr<br />Consumer Goods Firm<br />$500 million revenue/yr<br />
  21. 21. CAPABILITY MODEL FOR A CONNECTED WORLD<br />
  22. 22. SOUND OBVIOUS?<br />“… too many shortcomings to be seriously considered as a means of communication. The device is inherently of no value to us.”<br />Western Union memo on potential for the telephone, 1876 <br />
  23. 23. SOUND OBVIOUS?<br />"We don't like their sound, and guitar music is on the way out.“<br />Decca Recording Co. rejecting the Beatles, 1962 <br />
  24. 24. SOUND OBVIOUS?<br />“Needs a stronger supporting cast.“ <br />“Almost totally free from humor.”<br />Audience testing for Seinfeld, 1989<br />
  25. 25. “Oooh, ahhh, that’s how it always starts. <br />Then later there’s running and screaming.” <br /><ul><li>Ian Malcolm,
  26. 26. The Lost World: Jurassic Park</li></li></ul><li>A MARKETER’S “TO DO” LIST<br /><ul><li>Differentiated value of customers guides marketing
  27. 27. Think multi-dimensionally
  28. 28. Cultivate deeper partner relationships
  29. 29. Institutional memory is key
  30. 30. Deliver “easy money” while pursuing “big money”</li></li></ul><li>ONE FINAL THOUGHT<br />“…in Italy for 30 years under the Borgias they had warfare, terror, murder, and bloodshed, but they produced Michelangelo, Leonardo da Vinci, and the Renaissance. <br />In Switzerland they had brotherly love - they had 500 years of democracy and peace, and what did that produce? The cuckoo clock.” <br />- Harry Lime, The Third Man<br />
  31. 31. THANK YOU. QUESTIONS?<br />acxiom.com/LinkedIn<br />acxiom.com/Twitter<br />acxiom.com/FaceBook<br />

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