2013 acxiom aims presentation


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2013 acxiom aims presentation

  1. 1. © 2013 Acxiom Corporation. All RightsReserved.© 2013 Acxiom Corporation. All Rights Reserved.The Evolution of CRM in the Era of Big Data & Digital TechnologyMaking Better Connectionsto Deliver Better Results:Presentation toApril 18, 2013
  2. 2. © 2013 Acxiom Corporation. All RightsReserved.Who Do We Work With?2
  3. 3. © 2013 Acxiom Corporation. All RightsReserved.ConsumersBrandsMediaPartnersWhat Are We Trying to Connect?3
  4. 4. © 2013 Acxiom Corporation. All RightsReserved.Agenda Changing Landscaping Resulting Paradigm Shift Challenges for Direct Marketing How You Might Address It4
  5. 5. © 2013 Acxiom Corporation. All RightsReserved.What’s Changing ?Email UsageDM OpensTelemarketingConversion RatesSourcess: David Kay and Mark van Harmelen, (2012)DECISIONING5globalastrologyblog.blogspo.com (2012)
  6. 6. © 2013 Acxiom Corporation. All RightsReserved.6Our data lacks the detailneeded to drive effectivemarketing solutionsWhat data will help drivebetter business decisions.Where to get it? How touse it?Our data stored indifferent locations indifferent formatWith different usagepermissionsNot every record has aprefect ‘match’Data Chaos Analysis Chaos Decision Chaos How do you translateresults into actions In a timely manner In a way that makes adifference
  8. 8. © 2013 Acxiom Corporation. All RightsReserved.Why BAU Is So Hard? Many companies prefer all components of itsdatabase to remain behind firewalls- Good Luck with that8
  9. 9. © 2013 Acxiom Corporation. All RightsReserved.So What’s Shifting ?> Get More Data  Use the Right Data> Mass Media  Addressable Media> Advertising $$$  CRM $$$> Push Messaging  Triggered Messaging---------- CRM Role within Organizations --------> Attitudinal Data  Behavioral Data9
  10. 10. © 2013 Acxiom Corporation. All RightsReserved.The CEO’sChallenge What set ofcorporate actionswill best increaseshareholder value?10
  11. 11. © 2013 Acxiom Corporation. All RightsReserved.The CMO’sChallengeHow can I optimizemy marketing plansthis year so theydeliver higher sales ata terrific ROI?11
  12. 12. © 2013 Acxiom Corporation. All RightsReserved.The CRM Manager’s ChallengeHow can we unlock thevalue within ourcustomer database toincrease share of walletand market share?My Share12
  13. 13. © 2013 Acxiom Corporation. All RightsReserved.3 keys to growing your business via CRM :(1) get the most from current customers- up-selling and cross-selling(2) protect your existing share of market- avoid defection(3) profitably cultivate new customers- focusing on consumers with high LTV13
  14. 14. © 2013 Acxiom Corporation. All RightsReserved.So how you get there?Robust Understanding Of Current Customers / SegmentsMapping Customers’ Path to Purchase / Brand TouchpointsIdentifying & Isolating Factors Related to PurchaseIdeating Customer Recognition & Decisioning ScenariosSpecifying the Data, IT & Business Requirements to Achieve the VisionCreating a Roadmap to Get ThereDeveloping a Business Case for the Investment14
  15. 15. © 2013 Acxiom Corporation. All RightsReserved.15Better TargetingMore Relevant MessagingBetter Channel SelectionImproved Consumer ExperienceBetter Response RatesMedia EfficienciesHigher Customer SatisfactionHigher ROMIExpected Outcomes15
  16. 16. © 2013 Acxiom Corporation. All RightsReserved.IRI PanelCrossmarkStore SalesVolume MetricsMRISpendingMediaCross-categoryPurchasesClientCross-categoryBrand propensities HooversMarket SizeForresterBig ResearchOmnitureCart ActivitySite ActivitiesCom ScorePages VisitedCompeteTime SpentSocial MediaCollective IntellectRadian 6 SentimenttracxNetwork ConnectivityKloutInfluenceHH ActivityTechnographicsDemographicsPsychographicsEconometricsLifestyle InterestINFOBASEData Providing the Best Speed to ValueMerge – Segment – Score16
  17. 17. © 2013 Acxiom Corporation. All RightsReserved.What You Can Do With ItOnlineHabitsE-CommerceActivityTrad.MediaHabitsSalesDataSocialMediaDMEmailResponseDemos&HH InfoRewardsProgramActivityAudience SegmentationB/O Product InterestsChannel UtilizationB/O Media HabitsCRM Messaging for NBOB/O Website BehaviorsOffer ManagementB/O Estimated LTV / Defection RiskDynamic Site ExperiencesB/O Customer Recognition17
  18. 18. © 2013 Acxiom Corporation. All RightsReserved.What Next?Take what you knowabout registeredconsumers and usethat information tointeract with peoplethat are unknownRegisteredConsumersUnknown ConsumersHigh ValueLook-AlikesPreviouslyUnaddressedSegmentsCompetitiveConquests18
  19. 19. © 2013 Acxiom Corporation. All RightsReserved.Analytics PlatformConsistent RecognitionHow You Manage & Deliver ItInventory Partners& Ad ServingSite AnalyticsAnonymousKnownAnonymizeSegments & ModelsOnboardAssociateManageAnalyzeSegmentDistributeReceive/CleanseRecognizeManageAnalyzeSegmentFulfillContent DeliveryPlatformsSafe HavenPC Data OnboardingPremium Pub PartnersOnline/OfflineEnhanced IB,PredictiveModels,TriggersData/Models19
  20. 20. © 2013 Acxiom Corporation. All RightsReserved.Real-time DecisioningOutbound ChannelsInbound / Interactive Channels“Trigger”Targeting“Push”TargetingCampaignManagementMarketingDatabasesContentMiddleware,Business RulesAnalysis,Planning &BudgetingCustomerHistory> Client Data> Third-Party Data> ETL Processes> Grouping Rules> TriggersCampaign ExecutionCustomerPerceptionProductPricingAvailabilityOperationalHistoryContent20
  21. 21. © 2013 Acxiom Corporation. All RightsReserved.How You Deliver It21https://romeo.blkbx.com
  22. 22. © 2013 Acxiom Corporation. All RightsReserved.22
  23. 23. © 2013 Acxiom Corporation. All RightsReserved.Analytics 2.0231Attribution2Optimization3AllocationAnalytics EngineSource: Market Share (2013)23“VARSGANeural Nets .. Oh my”
  24. 24. © 2013 Acxiom Corporation. All RightsReserved.MEDIA MIX OPTIMIZATIONResponse curves14.6014.8015.0015.2015.4015.6015.8016.00$0$5$10$15$20$25$30$34$40$45$50$55$60$65$70$75$80$85$90$95$100$105$110$115$120$125$130$135$140$145$150$155$160$165$170$175$180$185$190$195$200$205TotalProductUnitsMillionsMedia Investment($M)ResponseCurvesDirect MailTVOOHE-mailDisplayPrintRadioSearch24
  25. 25. © 2013 Acxiom Corporation. All RightsReserved.Points of EntryReal-time Dynamic Marketing EngineAutomated FileGenerationAutomatically triggermarketing files, in real-time, when changesoccur.Multi-Channel ExecutionCoordinated, triggercommunications via Web, adtargeting, phone, directmail, e-mail, SMS or otherretail CRM systemDelta MonitoringBest-in-class tools tocontinuously monitor yourdata to detect changes basedon timing, events,transactions and or thresholdsOngoing OptimizationContinuous marketing mixoptimization to improvetargeting, offer and channelperformance.Real-time ConsolidationLeading edge capabilitiesto consolidate datastreams from numeroussources in a real-timeenvironmentProspects LeadsSite Visitors CustomersBehavior MonitoringLeadSourcesCallCentersSalesDatabaseWebsites PreferenceCentersSocial Loyalty CustomerCare InteractiveAspire Learn ShopOwn /ServiceExperience Re-Up-Cross-SellBuyE.I.M. Dynamic Life-Cycle Marketing25
  26. 26. © 2013 Acxiom Corporation. All RightsReserved.Thank You26