Eis tue 1315 sponsor axciom


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Eis tue 1315 sponsor axciom

  1. 1. Acxiom Social Insights:Project Vision<br />April 2011<br />
  2. 2. Social Media isn’t a fad, it’s a fundamental shift in the way we communicate<br />Some statistics that may <br />surprise you:<br /><ul><li>25% of search results for the world’s largest brands are linked to user-generated content.
  3. 3. 34% of bloggers post opinions about products & brands; there are over 200 million blogs.
  4. 4. 75% of consumers trust peer recommendations; 17% trust advertisements.
  5. 5. Each day, there are over 100 million new twitter posts.
  6. 6. The top personal goals for Twitter users are: Save more money (74.5%), Exercise more often (63.0%) and Lose weight (58.2%).
  7. 7. Median age of a Twitter user is 31, Facebook is 26, MySpace is 27.</li></li></ul><li>Use of social media is growing rapidly…<br />
  8. 8. …But marketers are still focusing spending on established channels<br />There is a huge opportunity for marketers to: <br />Learn about social media users’ interests and needs<br />Respond with meaningful and relevant content and offers<br />Based on our research, marketers have<br />been reluctant thus far to use social <br />media because:<br />lack of familiarity with the nuances of social media <br />Difficulty in tracking ROI to justify large budgets<br />Lack of suitable technology that can scale beyond 1-1 marketing<br />VS. <br />Source: Nielsen, August 2010<br />http://socialfresh.com/marketers-are-not-spending-their-money-where-users-arespending-their-time/#<br />
  9. 9. Social Media is disconnected from traditional CRM and other marketing<br />5<br />Email mkting.<br />Client <br />CRM<br />Online advert.<br />Social media silo<br />Quantifiable multi-channel approach<br /><ul><li>Tremendous amount of consumer insights
  10. 10. But: </li></ul>limited ability to take action at scale<br />measuring ROI on social campaigns is difficult<br />Mobile ads<br />
  11. 11. What if we could leverage social data in the same that Google infers intent from its users’ behavior?<br />Could we use social data in a similar way to improve engagement in traditional channels ?<br />Personalized & coordinated engagements: Leverage signals from user input to determine in-market intent, brand preferences, sentiment, and interests?<br />Reach and engage your audience: <br />Engaging consumers over time and <br />multiple channels?<br />Multi-dimensional insight: Selecting which market segments to target based on their demographic data and social data?<br />Marketing central nervous system: Automating targeting<br />
  12. 12. The emergence of social networks present marketers with an important challenge <br />There are three components to integrating social media with traditional multichannel <br />marketing platforms:<br /><ul><li>Detecting consumer intent and signals from social media and tying that back to consumer records</li></ul>Social Recognition<br /><ul><li>Presenting a multidimensional view of the consumer using all available social and traditional data
  13. 13. Discovering actionable insights and refining them into concrete recommendations
  14. 14. Tracking ROI of marketing campaigns across multiple channels</li></ul>Analytics<br /><ul><li>Automating campaigns that take advantage of:</li></ul>(a) timeliness<br />(b) content that suits the consumer<br />(c) optimal channels<br />Automated targeting<br />
  15. 15. Consumer Intent Targeting enabled by social recognition <br /><ul><li>Leverage social media to improve the relevance and timing of offers through prospecting email, corporate email.</li></ul>Potential influencer<br />Product category<br /><ul><li>Jessica Wilson
  16. 16. 1396 Henry Dr
  17. 17. Denver, Colorado 50551
  18. 18. JessicaW@gmail.com
  19. 19. Single, 27
  20. 20. Income 80K / Yr
  21. 21. Addressable Channels:
  22. 22. Prospect Email
  23. 23. On-Line Display
  24. 24. Direct Mail
  25. 25. Direct Email
  26. 26. Mobile Offer/ Geo /</li></ul>Social recognition connects online social identities, interests and intent with detailed demographics.<br />Persona<br />Brand preference<br />Intent to purchase<br />Email Offer <br />
  27. 27. 9<br />Multi-dimensional analytics: We can combine social data to more accurately identify intent<br />Social Data<br />Traditional offline data <br /><ul><li>20 million unique authors
  28. 28. 500 unique forums/boards
  29. 29. 500,000 posts/day</li></ul>Acxiom traditional data assets: <br />Demographic & <br />psychographic data<br />Multidimensional view of the consumer<br /><ul><li>60 million unique authors
  30. 30. 8 million tweets/day
  31. 31. 100,000 new authors/day
  32. 32. Client CRM data </li></ul> assets<br /><ul><li>15 million unique blogs
  33. 33. 1 million+ posts/day
  34. 34. 10,000 new blogs/day
  35. 35. Call Center/Email/Chat Transcripts
  36. 36. 2.5 million authors
  37. 37. 40,000 unique sites
  38. 38. 200,000 posts/day
  39. 39. Text-Translated Video
  40. 40. 600 thousand unique consumers
  41. 41. 60 thousand reviews/day
  42. 42. 25 unique review sites
  43. 43. Private news,
  44. 44. research, feeds</li></li></ul><li>Example: Building an affinity map for a television audience<br />Show<br />Actionable insight<br />Movie preference<br />Skins<br />We can find connections between viewing and interests over a period of time.<br />Jersey <br />Shore<br />E-commerce<br />opportunity<br />Vampire Diaries<br />In-market for products<br />Teen Mom 2<br />Lifestyle & Interests<br />Ultimate Fighter<br />E-commerce<br />opportunity<br />
  45. 45. Automating the engagement process is key to taking advantage of timely consumer signals<br />Analytics- combining social and traditional data<br />Automated targeting<br />Enrichment<br />Client CRM<br />Configurable Workflow engine<br /><ul><li>Enrichment with Acxiom & client offline database
  46. 46. Identify channel addressability
  47. 47. Leads scoring</li></ul>Email<br />Integrated <br />multi-channel <br />ROI analysis & tracking<br />Online ad targeting<br />Mobile targeting<br />Value of an automated process:<br /><ul><li>Dealing with large volumes of data
  48. 48. Customizing the business rules for each persona
  49. 49. Enabling action on a timely basis </li></li></ul><li>Appendix <br /><ul><li>Privacy </li></ul>12<br />
  50. 50. Privacy – Understanding Consumer Expectations<br /><ul><li>WHAT WE DON’T DO</li></ul>collect non-public information<br />Collect information from private social networks <br /><ul><li>What we do</li></ul>Collect information where consumers post content in public sources with the intent of public consumption <br /><ul><li>Twitter, Blogs, Reviews, other social networks where consumers opt-in to put content into the public domains </li></ul>Review each collection source with privacy team to ensure compliance with TOS / Privacy statements<br />Ensure consumers have the ability to opt out <br />Conservative thoughtful approach keeping the consumers intent in mind <br />13<br />