Tweet Up #AcxiomSeriesFollow A Lifecycle Roadmap to Attract,Nurture and Grow Your Best Customers                Tim Suther...
Tweet Up #AcxiomSeriesCustomer Life-Cycle Marketing Demands              New Metrics                        Luca Paderni  ...
The Customer Life Cycle Demands New MetricsLuca S. Paderni, VP Principal AnalystMarch 15, 2011.                           ...
AgendaThe century-old funnel’s influence is starting to fray.The customer life cycle better represents today’s marketing  ...
The century-old funnel still has influence                                                            Elias St. Elmo Lewi...
The funnel simplifies thinking about three importantaspects of marketing    Source: October 28, 2010, “Its Time To Bury The...
The funnels influence is starting to fray  The game has changed:      –  Marketing has grown more complicated.      –  Me...
AgendaThe century-old funnels influence is starting to fray.The customer life cycle better represents today’s  marketing p...
Forrester defines the customer life cycle as:       Customers’ relationship with a brand as       they continue to discove...
The customer life cycle is a better fit with modern marketing     Source: October 28, 2010, “Its Time To Bury The Marketin...
The customer life cycle is a better fit with modern marketing   The customer life cycle model is a better fit with how le...
Agenda The century-old funnels influence is starting to fray. The customer life cycle better represents today’s marketing ...
The customer life cycle recognizes that marketing is continuous   The customer life cycle surrounds the customer with the...
The customer life cycle helps companies map marketing’s core challenges   Marketers can tie the customer life cycle to th...
Use the cycle to show links between marketing strategy and specialization     Source: October 28, 2010, “Its Time To Bury ...
Agenda The century-old funnels influence is starting to fray. The customer life cycle better represents today’s marketing ...
Adopt the CLC To Align Customer Facing Activities The adoption of the Customer Life Cycle:.   Forces marketers to shift t...
The CLC – Matching Customer Activities With Marketing Actions18   © 2010 Forrester Research, Inc. Reproduction Prohibited
Define Metrics That Measure The Customer Life Cycle   Define clear metrics to inform success at handoff points.   Develo...
Target Handoff Points With Specific Metrics20   © 2010 Forrester Research, Inc. Reproduction Prohibited
Engage The Enterprise With Customer-driven Metrics   Define standard metrics for customer interactions.   Align metrics ...
Questions?Luca S. Paderni+44 (0) 207 323 7602lpaderni@forrester.comwww.forrester.com  © 2009 Forrester Research, Inc. Repr...
Tweet Up #AcxiomSeriesFollow a Lifecycle Roadmap to Attract,Nurture and Grow Your Best Customers                         B...
RETAIL	  BANKING       	                      “DAY	  IN	  THE	  LIFE”    	                  ACXIOM	  MARKETING	  PERFORMAN...
25
26
LIFECYCLE	  “COMPRESSION”                          	  A.                  B.                          C.         CONFIDENT...
Meet Ella Hughes                                                           Checking out the new NationBANK branch in      ...
DAY IN THE LIFE: Wake-Up Call                                6:00 AM I switch on the TV for the morning talk show. A Natio...
DAY IN THE LIFE: Surround Sound                             6:15 AM Within the minute my iPhone chirps from a new NationBA...
DAY IN THE LIFE: Mobile Me                                                           6:30 AM The NationBANK website, nicel...
DAY IN THE LIFE: Five Stars                           7:00 AM Gina Kelly’s Facebook page shows reviews and ratings from ot...
DAY IN THE LIFE: Client Conversing                     7:30 AM Another tab on Gina’s Facebook page shows a Live Chat featu...
DAY IN THE LIFE: Easy Access                         8:00 AM Gina suggests that I come into the branch to visit her this a...
DAY IN THE LIFE: Immediate Gratification          12:30 PM I visit the NationBANK branch to open a checking account. While...
DAY IN THE LIFE: My Trusted Advisor                   1:00 PM I walk into Gina Kelly’s office. Shortly into the conversati...
DAY IN THE LIFE: Desktop Presence                                                             8:00 PM At home, I download ...
DAY IN THE LIFE: Personal Shopper                     9:00 PM My Google search results are marked with the NationBANK logo...
DAY IN THE LIFE: Social Influencer                 10:00 PM Later as I check the Facebook news feed on my laptop, I see cu...
MOMENTS OF TRUTH             Customer Value                                               Current state                   ...
MOMENTS OF TRUTH             Customer Value                                                             Current state     ...
MOMENTS OF TRUTH             Customer Value                                                                               ...
MOMENTS OF TRUTH             Customer Value                                                                               ...
MOMENTS OF TRUTH             Customer Value                                                                               ...
MOMENTS OF TRUTH             Customer Value                                                                               ...
HOW DO WE GET THERE?                IT’S A JOURNEYDon’t Stop Believing…                         46
CAPABILITY MODEL FOR                             A CONNECTED WORLD     Key	  requirements.	  	  SeparaMng	  contenders	  f...
Tweet Up #AcxiomSeries                           Q & A Panel         Luca Paderni                                    Tim S...
Tweet Up #AcxiomSeries                      Thank You!www.acxiom.com/   www.acxiom.com/   www.acxiom.com/   www.acxiom.com...
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Follow a lifecycle roadmap to attract, nurture and grow your best customers

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Follow a lifecycle roadmap to attract, nurture and grow your best customers

  1. 1. Tweet Up #AcxiomSeriesFollow A Lifecycle Roadmap to Attract,Nurture and Grow Your Best Customers Tim Suther, Acxiom (@timsuther) Luca Paderni, Forrester Research Bryan Throckmorton, Acxiom (@globalthrock) Tom Brown, Second Curve Capital www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ facebook linkedin twitter youtube
  2. 2. Tweet Up #AcxiomSeriesCustomer Life-Cycle Marketing Demands New Metrics Luca Paderni Vice President, Principal Analyst Forrester Research www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ facebook linkedin twitter youtube
  3. 3. The Customer Life Cycle Demands New MetricsLuca S. Paderni, VP Principal AnalystMarch 15, 2011. Prepared for Acxiom.3 © 2010 Forrester Research, Inc. Reproduction Prohibited 2009
  4. 4. AgendaThe century-old funnel’s influence is starting to fray.The customer life cycle better represents today’s marketing process.The customer life cycle helps companies map marketing’s core challenges.The rise of the customer life cycle demands new metrics.4 © 2010 Forrester Research, Inc. Reproduction Prohibited
  5. 5. The century-old funnel still has influence   Elias St. Elmo Lewis, one of the business gurus of his day, created the Attention, Interest, Desire, and Action (AIDA) model a century ago.   The funnel stretches back to AIDA and still influences marketing leaders today.   The funnel simplifies the language that marketing leaders can use to describe three key aspects of their work: –  Consumer psychology. –  Marketing mix measurement. –  The business value of marketing.5 © 2010 Forrester Research, Inc. Reproduction Prohibited
  6. 6. The funnel simplifies thinking about three importantaspects of marketing Source: October 28, 2010, “Its Time To Bury The Marketing Funnel” Forrester report6 © 2010 Forrester Research, Inc. Reproduction Prohibited
  7. 7. The funnels influence is starting to fray  The game has changed: –  Marketing has grown more complicated. –  Media choices have exploded. –  Consumers have asserted themselves more visibly than ever before.  The funnel struggles to account for many of these new realities.  In particular: –  Consumer behavior is less funnel-like than previously thought. –  Loyalty and word of mouth are not represented in the funnel. –  The funnel neglects customer lifetime value and profit.7 © 2010 Forrester Research, Inc. Reproduction Prohibited
  8. 8. AgendaThe century-old funnels influence is starting to fray.The customer life cycle better represents today’s marketing process.The customer life cycle helps companies map marketing’s core challenges.The rise of the customer life cycle demands new metrics.8 © 2010 Forrester Research, Inc. Reproduction Prohibited
  9. 9. Forrester defines the customer life cycle as: Customers’ relationship with a brand as they continue to discover new options, explore their needs, make purchases, and engage with the product experience and their peers.9 © 2010 Forrester Research, Inc. Reproduction Prohibited
  10. 10. The customer life cycle is a better fit with modern marketing Source: October 28, 2010, “Its Time To Bury The Marketing Funnel” Forrester report10 © 2010 Forrester Research, Inc. Reproduction Prohibited
  11. 11. The customer life cycle is a better fit with modern marketing   The customer life cycle model is a better fit with how leading marketers conceive, execute, and measure in the 21st century because it: –  Puts the customer at the center of marketing. –  Involves the entire brand experience. –  Describes an ongoing relationship.11 © 2010 Forrester Research, Inc. Reproduction Prohibited
  12. 12. Agenda The century-old funnels influence is starting to fray. The customer life cycle better represents today’s marketing process. The customer life cycle helps companies map marketing’s core challenges. The rise of the customer life cycle demands new metrics.12 © 2010 Forrester Research, Inc. Reproduction Prohibited
  13. 13. The customer life cycle recognizes that marketing is continuous   The customer life cycle surrounds the customer with the total brand experience across four relationship phases: –  Discover. –  Explore. –  Buy. –  Engage.   It simultaneously addresses key issues in customer psychology and experience, marketing mix performance, and business value creation.13 © 2010 Forrester Research, Inc. Reproduction Prohibited
  14. 14. The customer life cycle helps companies map marketing’s core challenges   Marketers can tie the customer life cycle to the three key issues that the marketing funnel helps to simplify: consumer psychology, marketing mix measurement, and the business value of marketing.   Each of these areas is inherently complex.   Marketers must embrace this complexity and use the customer life cycle to show links between the overall strategy and specialized thought in each of these areas, including: –  Customer journey mapping, to truly understand triggers of customer interest. –  Metrics-based marketing, to optimize the total brand experience. –  Customer lifetime value management, to guide the overall direction.14 © 2010 Forrester Research, Inc. Reproduction Prohibited
  15. 15. Use the cycle to show links between marketing strategy and specialization Source: October 28, 2010, “Its Time To Bury The Marketing Funnel” Forrester report15 © 2010 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Agenda The century-old funnels influence is starting to fray. The customer life cycle better represents today’s marketing process. The customer life cycle helps companies map marketing’s core challenges. The rise of the customer life cycle demands new metrics.16 © 2010 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Adopt the CLC To Align Customer Facing Activities The adoption of the Customer Life Cycle:.   Forces marketers to shift to the customers point of view. The CLC helps marketers shift the attention to where and how customers interact with brands as well as how marketing can deliver relevant experiences in those environments.   Matches customer activities with relevant marketing programs. By matching the key customer activity phases of discover, explore, buy, and engage within the life cycle with key marketing programs and platforms, marketers can clearly select and refine what is most relevant from the point of view of the customer.   Addresses the bias toward acquisition activities. Historically marketers have been more prone to focus on acquisition and awareness rather than retention activities like loyalty or repeat purchase — even if the same customer is re-acquired time and time again.17 © 2010 Forrester Research, Inc. Reproduction Prohibited
  18. 18. The CLC – Matching Customer Activities With Marketing Actions18 © 2010 Forrester Research, Inc. Reproduction Prohibited
  19. 19. Define Metrics That Measure The Customer Life Cycle   Define clear metrics to inform success at handoff points.   Develop proxies for customer lifetime value at each stage to maximize profit.   Foster organization-wide goals based on the CLC.19 © 2010 Forrester Research, Inc. Reproduction Prohibited
  20. 20. Target Handoff Points With Specific Metrics20 © 2010 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Engage The Enterprise With Customer-driven Metrics   Define standard metrics for customer interactions.   Align metrics with existing segments and personas.   Be obsessed about customer centricity.   Pave the way to multi-channel customer attribution.   Get directly involved in marketing technology decisions.21 © 2010 Forrester Research, Inc. Reproduction Prohibited
  22. 22. Questions?Luca S. Paderni+44 (0) 207 323 7602lpaderni@forrester.comwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited
  23. 23. Tweet Up #AcxiomSeriesFollow a Lifecycle Roadmap to Attract,Nurture and Grow Your Best Customers Bryan Throckmorton Consulting Practice Leader, Acxiom Twitter: globalthrock www.facebook.com www.linkedin.com www.twitter.com www.youtube.com /acxiomcorp /companies/acxiom /acxiom /user/AcxiomCorporation
  24. 24. RETAIL  BANKING   “DAY  IN  THE  LIFE”   ACXIOM  MARKETING  PERFORMANCE  SERIES  March  2011  
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  27. 27. LIFECYCLE  “COMPRESSION”  A. B. C. CONFIDENTIAL – FOR INTERNAL USE ONLY 27  
  28. 28. Meet Ella Hughes Checking out the new NationBANK branch in town! Gender: Female Birthday: August 28, 1978 Relationship: Single Current City: Cleveland, OH Credit Score: Above 660 Children: None Financial: Affluent Education: MBA, Ohio State Employment: Director of LogisticsElla’s Customer Lifetime Value $480k $75k $28k CONFIDENTIAL – FOR INTERNAL USE ONLY 28  
  29. 29. DAY IN THE LIFE: Wake-Up Call 6:00 AM I switch on the TV for the morning talk show. A NationBANK commercial comes on and invites me to a branch opening event featuring a sweepstakes promotion. My iTV lets me enter my name and email address to learn more. BEHIND THE SCENES Smart banking with great rewards •  NationBANK is looking for prospects who fit their best- New Branch Opening Soon customer model. in your •  We manage the prospect Neighborhood database and generate a list of Stop by and celebrate with us! prospects who are addressable across multiple channels (DM, Press to request details iTV, Mobile Web, Email, etc.) •  We help create a media plan that invests proportionally according to customer value. •  The TV ad is served to Ella because she is in a cable zone that contains a large number of “Savvy Singles” households and she is near a new branch. CONFIDENTIAL – FOR INTERNAL USE ONLY 29  
  30. 30. DAY IN THE LIFE: Surround Sound 6:15 AM Within the minute my iPhone chirps from a new NationBANK email that describes the benefits of the new local branch and the Premium Rewards checking account. I click through the link in the email to a NationBANK webpage. BEHIND THE SCENES •  Adding an email address to a prospect record enables further matching capabilities. •  The email is automatically triggered and contains offers that are relevant to Ella’s prospect segment •  We format the email to be mobile- compatible across all devices •  Device fingerprinting begins “house-holding” Ella’s devices (set top box, iPhone and laptop) for improved personalization across channels and more targeted advertising. Use your Rewards to relax and recharge  Learn more CONFIDENTIAL – FOR INTERNAL USE ONLY 30  
  31. 31. DAY IN THE LIFE: Mobile Me 6:30 AM The NationBANK website, nicely formatted for mobile viewing, shows me premium products and services that interest me. When I notice a callout box showing a profile of the local branch manager, Gina Kelly, I click to visit her Facebook page. BEHIND THE SCENES 800-234-5678 Email: •  We personalize the customer helpfulbanker@nationbank.com Premium Rewards experience across channels and Checking  Get Details offer a seamless mobile-enabled •  Double reward point specials •  Mobile alerts web experience. •  Online bill pay •  Debit card •  At NationBANK’s home page, the •  New app - Know which purchases bring you the most points. checking account and local - Works with any search engine! - Watch your points increase as you shop. branch information are  Download the app dynamically inserted based on See what people are Acxiom’s data showing Ella is 1140 Hardy Street saying about us on Facebook single and owns her primary Santa Mateo, CA 94404 Mon-Fri, residence. 8:00am-5:00pm Sat, 8:00am-1:00pm  Online Banking  Loans  Investing •  We know that Ella is a frequent Facebook user, so we dynamically include a link to the branch manager’s Facebook page. Depending on prospect segment, others may be shown a Click-to-Call link. CONFIDENTIAL – FOR INTERNAL USE ONLY 31  
  32. 32. DAY IN THE LIFE: Five Stars 7:00 AM Gina Kelly’s Facebook page shows reviews and ratings from others in town who have done business with Gina recently. I see that eight of my friends have “Liked” Gina Kelly so far, and one of them wrote a positive review. BEHIND THE SCENES •  Our Social CRM platform provides an interface for branch managers to easily maintain a social media presence on Facebook, Twitter and LinkedIn. •  Through analyzing Ella’s social graph, we personalize the display of reviews and ratings by geo- location and social relationships. CONFIDENTIAL – FOR INTERNAL USE ONLY 32  
  33. 33. DAY IN THE LIFE: Client Conversing 7:30 AM Another tab on Gina’s Facebook page shows a Live Chat feature. Looks like Gina is available right now. I initiate a chat session and spend several minutes asking Gina some key questions about opening an account with NationBANK. BEHIND THE SCENES •  Our live chat integrates with NationBANK’s internal instant messenger software. •  In real-time we perform semantic text analysis on the live chat session to append preference data to Ella’s customer record. •  When Gina is not available, chat inquires are redirected to a national customer support representative. CONFIDENTIAL – FOR INTERNAL USE ONLY 33  
  34. 34. DAY IN THE LIFE: Easy Access 8:00 AM Gina suggests that I come into the branch to visit her this afternoon. On the Facebook page, I click on the Schedule Appointment tab and select an available 30-minute block of time where Gina is free. BEHIND THE SCENES •  Upon submission, we deploy a confirmation email to Ella that contains a personalized message from Gina Kelly, and we leverage the real estate in the operational email to display targeted offers for Next Best Offer. CONFIDENTIAL – FOR INTERNAL USE ONLY 34  
  35. 35. DAY IN THE LIFE: Immediate Gratification 12:30 PM I visit the NationBANK branch to open a checking account. While waiting, I notice a sign hanging from the ceiling about the new NationBANK app to collect rewards. With my iPhone I snap the QR code to download the app instantly. BEHIND THE SCENES •  QR code signage in the branch directly links to the app store download page. •  Each QR code in the branch is unique to enable attribution and analytics for the best performing location. •  We feed Ella’s online and offline interactions into our Insights Lab, where the customer and prospect models continuously optimize across channels. •  An automatically triggered email reminds Ella to also download the browser version of the rewards app, available as a plugin for any browser. CONFIDENTIAL – FOR INTERNAL USE ONLY 35  
  36. 36. DAY IN THE LIFE: My Trusted Advisor 1:00 PM I walk into Gina Kelly’s office. Shortly into the conversation, Gina pulls out her iPad and guides me through using an app that discovers my banking needs and preferences. At the end, I get an intuitive bundle of NationBANK products and services. BEHIND THE SCENES •  Our recommendation engine is integrated into an iPad app for the discovery process. •  The app determines whether Ella is in market or qualifies for other products, and calculates her Lifetime Value score on the fly. •  Real-time modeling and analytics are used to determine the next best offer. We produce an attractive bundle offer for Ella. •  After closing the sale, Gina uses his branch manager iPhone application to trigger a personalized on-demand direct mail piece. CONFIDENTIAL – FOR INTERNAL USE ONLY 36  
  37. 37. DAY IN THE LIFE: Desktop Presence 8:00 PM At home, I download the NationBANK Firefox plugin. As I search the web, a tab appears, showing my current point balance at NationBANK. I click to expand the tab and see relevant offers as well as a friend’s tweet about discount airline tickets that qualify for reward points. BEHIND THE SCENES •  Ella’s point balance instantly updates as she makes purchases. •  The persistence of the tab is set to appear on all major search engines as well as the websites of partner retailers. •  The offers in the expanded tab are inserted according to Ella’s ESI (economic stability index) score and change based on her click behavior as she moves across the web. EllaBella      Found  the  best  rewards  program.  NationBANK  customizes   everything  for  me  and  I m  earning  points  like  crazy!  http://ow.ly/2oHAIS   CONFIDENTIAL – FOR INTERNAL USE ONLY 37  
  38. 38. DAY IN THE LIFE: Personal Shopper 9:00 PM My Google search results are marked with the NationBANK logo showing which products provide Rewards points. On Yahoo News, I see a targeted ad for a Premier Credit Card and decide to apply. My approval comes back in 10 seconds. BEHIND THE SCENES •  The annotations appear on the results pages for any search engine Ella uses. •  Since the app references NationBANK’s database directly, product annotations are always current. •  NationBANK and Acxiom are collaborative targeting partners with Yahoo!, so the ad is delivered to Ella when she logs Get 500 Rewards into Yahoo media. Points when you apply for a Premier •  Real time credit bureau scoring Credit Card* makes the credit card approval  Apply now process fast and efficient. CONFIDENTIAL – FOR INTERNAL USE ONLY 38  
  39. 39. DAY IN THE LIFE: Social Influencer 10:00 PM Later as I check the Facebook news feed on my laptop, I see customer reviews from satisfied NationBANK customers. These are short video clips that are humorous and insightful, so I share two of the videos with my local friends who may want to check out the NationBANK BEHIND THE SCENES branch as well. •  We use Ella’s email address as a conduit to identify her level of social activity. •  From our Social Influencer data, we know that Ella is an ACTIVE Facebook user with a significant network of friends. •  To leverage Ella’s influence, our decision engine triggers a business rule to include a sweepstakes offer in a mobile alert, where she is asked to participate in a new streamlined mortgage process that the bank is piloting with select individuals. CONFIDENTIAL – FOR INTERNAL USE ONLY 39  
  40. 40. MOMENTS OF TRUTH Customer Value Current state Desired state Strategic Impact Time Moments of Truth ChannelsStrictly Confidential 40 40  
  41. 41. MOMENTS OF TRUTH Customer Value Current state Events     Desired state •  RelocaMon   Events •  Branch  Opening   •  Move   •  New    Member   •  Renewal   Strategic •  New    Category   Impact •  Job  Change   •  Marriage   •  Family   •  Seasonal     •  Holidays   •  Death   Time Moments of Truth ChannelsStrictly Confidential 41 41  
  42. 42. MOMENTS OF TRUTH Customer Value Current state Desired state Events Signals Strategic Impact Time Signals   •  Referring  search/URL   •  Website  clickstream   •  Tweet/blogging   Moments of Truth •  Display  ad  click-­‐through   Channels •  TransacMons   •  Preference  update   •  Call  center   •  InacMvity   •  Site  search   •  Email  clickstream   •  RaMngs/reviews   •  Login  frequency/recency   •  Social  senMment  Strictly Confidential 42 42  
  43. 43. MOMENTS OF TRUTH Customer Value Current state Desired state Events Signals Strategic Impact Time Insights   •  RelaMonship  profile   Moments of Truth •  InteracMon  history   •  Brand  advocacy   Channels •  Product  propensiMes   •  Media  preferences   •  Channel  preferences   •  Geodemographics   •  Interests  &  aatudes   •  Monetary  indicators   •  Social  indicators  Strictly Confidential 43 43  
  44. 44. MOMENTS OF TRUTH Customer Value Current state Desired state Events Signals Segments Strategic Impact Time Moments of Truth Channels Conversa2ons   •  Proper  audience  selecMon  and  recogniMon  across  media   •  Fusing  insights  for  unique  treatments  (creaMve/copy/offer)   •  Personalized  &  coordinated  engagement  (omni  channel)   •  AutomaMc  recalibraMon  based  on  actual  consumer  behavior   (conMnuous  earning  system)  Strictly Confidential 44 44  
  45. 45. MOMENTS OF TRUTH Customer Value Current state Desired state Events Signals Segments Strategic Impact Value  Add   •     CPA   Time •     AOV   •     LTV   •     Member  tenure   •     Frequency  of  club  shop   •     Category  shop   •     Category  penetraMon   •     #  of  clubs  visited   Moments of Truth •     eCommerce  Sales   •     Net  Promoter  Score   Channels •     Referrals   •     Regional  Metrics   •     AhriMon  Strictly Confidential 45 45  
  46. 46. HOW DO WE GET THERE? IT’S A JOURNEYDon’t Stop Believing… 46
  47. 47. CAPABILITY MODEL FOR A CONNECTED WORLD Key  requirements.    SeparaMng  contenders  from  pretenders  Audience-­‐based  targe5ng  (your  file)   Integrated  insight  across  online,  offline  &  Primary  research  connected  to  ac5onable  census   aPtudes  Private  exchange  /  safe  haven   Investment  allocated  by    differen5ated   value  of  customers  (DVOC).      Effec5ve  intent  harves5ng   Descrip5ve  &  predic5ve  capacity  around  9  Ac5onable  brand  adver5sing   key  insights   Act,  think  &  look-­‐a-­‐like  capable   Enterprise  CID  on  all  channels  for  9  key  insights.  Product  &  customer  life  cycle  triggers   drive  marke5ng.   Marke5ng  measured  by  CLTV    impact  .  Trigger-­‐driven  marke5ng  is  “PIL”  –   AKribu5on  for  Individual  impression  to   personalized,  integrated  &   outcomes   longitudinal   Decision  engines  (periodic  &  real-­‐5me)  Loyalty  program  driven  by  life  cycle   Consumer  behavior  &  preference  driven  media/Mul5-­‐channel  preference  center   channel  op5miza5on   47
  48. 48. Tweet Up #AcxiomSeries Q & A Panel Luca Paderni Tim SutherVice President and Principal Analyst CMO, Acxiom Forrester Research Twitter: @timsuther Tom Brown Bryan Throckmorton CEO of Second Curve Capital Consulting Practice Leader, Acxiom Founder, Bankstocks.com Twitter: @globalthrock www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ facebook linkedin twitter youtube
  49. 49. Tweet Up #AcxiomSeries Thank You!www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ facebook linkedin twitter youtube

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