Paradox of the Empowered Consumer - Tim Suther Engagement Expo 2011 #EE360

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Paradox of the Empowered Consumer, by Tim Suther, at Loyalty360's Engagement Expo 2011.

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Paradox of the Empowered Consumer - Tim Suther Engagement Expo 2011 #EE360

  1. 1. WINNING IN THE AGE OF THEEMPOWERED CONSUMERTIM SUTHERCHIEF MARKETING OFFICER, ACXIOMENGAGEMENT EXPONOVEMBER 8, 2011 ®
  2. 2. An enduring emotional bond with customers
  3. 3. • Unlimited choice.• Transparency to price, availability & satisfaction.• New shopping & buying patterns.• Amplified voice.
  4. 4. There is no MVP of dataThere is no MVP of data
  5. 5. Develop a data rights strategy
  6. 6. Applied Insight Prioritize your proprietary insight Data rights as part of every ad buy discussionSafe haven to reach mutual customers of trusted business partners Strategy Prioritize deeply branded experiences Define success as improving customer portfolio value Alter media mix and primary research approach Partners should be agents not principals Optimize the enterprise Organizational CapabilityFuse proprietary analytics with customer recognition to personalize Marketing central nervous system to influence and sense
  7. 7. Prioritize your proprietary insight. Leverage a safe haven. 3.5x improvement in approved credit card applications. 11x return on ad spend, driving targeted store traffic 3x room night bookings via combining seasonality, customer potential, price elasticity, halo effects Your Money. Your Insights.
  8. 8. Multichannel marketing strategies $470 million/yr contribution margin increase for OEM auto. $100 million/yr improved EBIT for financial services. 5.5x improved accuracy in projecting primary research 17% reduced spend via new mix; same marketing results. Optimize to customer value
  9. 9. Enhanced capability model 3x e-newsletter revenue by “pulling” customer needs v “pushing” product. $200 million incremental revenue by mining call center logs +46% retail sales via next best action targetingRemember every interaction and learn
  10. 10. • Refine and control multidimensional consumer insight• Assess current capabilities & identify gaps http://assessment.acxiom.com• Balance quick wins with structural improvement
  11. 11. THANK YOU. Questions?© 2011 Acxiom Corporation. All Rights Reserved.

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