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Acxiom OMMA Global NY
Barry Stamos is the Global Practice Leader for Multichannel Engagement Strategy at Acxiom Corporation. He has over 13 years of experience consulting Fortune 500 companies. Acxiom serves 5,700 clients and actively manages campaigns for 350 of the largest 500 marketing companies worldwide. The document discusses challenges companies face with customer engagement across online display, search, email, mobile, video, social media, and apps. It also provides examples of how other companies have successfully used digital and social media to increase brand awareness, sales, and reduce costs.
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Acxiom OMMA Global NY
- 1. OMMA GLOBAL Wait, wait, don’t optimize yet! ACXIOM Corporation September 27, 2011 CONFIDENTIAL - FOR REFERENCE ONLY
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- 3. BARRY STAMOS ROLE AT ACXIOM Global Practice Leader, Multichannel Engagement Strategy Integrated Marketing Subject Matter Expert Successful track record as expert guide to customer centricity BIOGRAPHICAL SKETCH 13+ years of experience in multi-channel marketing programs Consulted over 100 of the Fortune 500 (all markets and industries) RECENT CLIENTS Former Chief Strategist, Responsys, Founder / Chief Strategist, INBOX • Acer Group Marketing (sold to Responsys), Director of Strategy, Arthur Andersen • AT&T Highly acclaimed author and speaker at 50+ industry conferences • Bing • Bloomingdales EDUCATION & CREDENTIALS • Citibank Executive Board Member, Silicon Valley American Marketing Association • Fidelity eBusiness Certifications (Levels 1-3), USC (Marshall Business School) • Hewlett Packard Global Scholar International Economics & Politics, Cambridge University • Macy’s B.S. Corporate Communications, Ithaca College) • Symantec CONFIDENTIAL - FOR REFERENCE ONLY 3
- 4. DID YOU KNOW? Acxiom serves 5,700 clients and actively manages 350 of the largest 500 marketing ecosystem worldwide. Named No. 1 U.S. Agency in 2010 for third year in a row, Ad Age Named No. 2 in “World’s Top CRM/Direct Marketing Agencies,” Ad Age No. 9 in the “World’s Top 50 Agency Companies,” Ad Age Forrester Research rating as a “Technology Powerhouse” with “...deep experience across a multitude of industries” CONFIDENTIAL 4
- 5. HELPING CRACK THECODE FOR ______ CONSUMERS ENGAGE WITH BRANDS Acxiom’s unmatched knowledgebase includes: 107 million mobile users 204 million email addresses 3 billion links applied per day 8 billion emails delivered per month 10,000+ campaigns managed per month 500 million individual records available globally 1million authentications transactions per month 6 million interactive TV households 650 million social media profiles 35 million surveys per year 200 million cookied users CONFIDENTIAL - FOR REFERENCE ONLY 5
- 6. ONLINE DISPLAY SEARCH ENGINE MARKETING EMAIL MOBILE TODAY’S CHALLENGE Are you leading or lagging in the customer managed relationships? VIDEO ON DEMAND SOCIAL MEDIA APPS INTERACTIVE TV
- 7. COMMON ROADBLOCKS Shared Vision, Integration Across Goals & Objectives Marketing Channels Customer Conversations Business Case & ROI Model (Points of Friction) Investments Data Integration & Management (Time, Money & Resources) (Online & Offline) Privacy & Compliance Test Plans, Analysis, Reporting (Governance) Measurement & Attribution CONFIDENTIAL 7
- 8. RECOGNITION & RELEVANCY MASS DIRECT Population Risk Low High Low High CONFIDENTIAL - FOR REFERENCE ONLY 8
- 9. • 25% ofFord’s marketing spend is on digital/social media • 37% of Generation Y had brand awareness of Ford Fiesta • Genius.com software reports 24% social media leads before launch via social media convert to sales • PETCO.com products with reviews have 20% lower return Company pays for media space or forinaweb • Moonfruit spent $15k on social = 300% increase third Consumers create media and/or share medi rates (45% less for products with more than 25 reviews) traffic; 20% increase promote the product. party to in sales a your company created • MyFICO end-user created content accounts for 39% of all • eHarmony brand awareness increased 12% via email search traffic Example: • American Airlines display ad retargeting of site visitors • The Telegraph receives Example: 8% of daily traffic from social media achieved over 200% ROI Traditional media-television, magazine, new • Burger King Facebook app = 32MM free media impressions Retweet, blog post, consumer ratings ($400k value) spaper, display ads and reviews, backlinks, email forward • Blendtec 500% increase in sales with “Will it blend?” YouTube videos • @DellOutlet sold $3 Billion through Twitter • P&G -> BeingGirl.com (2MM visitors per month) • Intuit community (TurboTax) = 30% increase unit sales each • Carnvial Cruise Lines -> Funville (128k posts on the forum) year • Your company Cream Cheese -> The Real Women ofpl Kraft’s Philadephia invites other marketers to Company uses or creates its own new • Twelpforce reduced cost of sales support ($5 million Philadelphia (30k women) ace their content on its owned benefit) channels to advertise. • Nutrisystem Community (3MM members) • Charles Schwab Jive community members complete 80% media. • Weight Watchers Community (2.3 MM members) more trades Example: • Johnson & Johnson’s BabyCenter • Intel Channel Voice community decreases customer • NBC’s iVillage Example: Emails, website, Facebook fan page, conferences, saving $500k per Ad space on website and emails, catalog, corporate blog, retail stores • VW 2010 GTI 100% mobile launch product placements • Lenovo community website 20% reduction in call center activity 9
- 11. Space Race Howwill you advance with confidence… To Navigate The New Landscape?
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- 13. MOMENTS OF TRUTH Customer Value • • • • • • • • • • • Strategic • • Impact • • • • • • • • • • • • • Time • • • • • • • • • Moments of Truth • • Channels • • • • • • • • • • • • •
- 14. MOT MAP EXCERCISE Events (X) Signals (Data Feeds) Insights (Multi-Dimensional) Conversations (Reach/Engage) Value Add (+/-) • Relocation • Referring search/URL • Relationship profile • Proper audience selection and • Efficiency Ratio • Job Change • Website clickstream • Interaction history recognition across media • CPM • Marriage • Tweet/blogging • Brand advocacy • Fusing insights for unique • CPA • Travel • Display ad click-through • Product propensities treatments (creative/copy/offer) • CLTV • Family • Preference update • Media preferences • Personalized & coordinated • Digital Sales • Seasonal • Call center • Channel preferences engagement (omni channel) • Net Promoter Score • Holidays • Inactivity • Geodemographics • Automatic recalibration based on • Referrals • Likes FB Page • Site search • Interests & attitudes actual consumer behavior • Regional Metrics • Recommends • Email clickstream • Monetary indicators (continuous earning system) • Attrition • New Category • Ratings/reviews • Social indicators • Login frequency/recency • Social sentiment CONFIDENTIAL - FOR REFERENCE ONLY 14 14
- 15. VISUALIZE HOW DISNEYDELIVERS MAGIC …a GUEST “DAY-IN-THE-LIFE” • Inclusive of all addressable channels • Moves from multi to integrated channels • Reflects inbound and outbound • Builds upon ‘central nervous system’ approach • Seeks ‘game-changer’ economic opportunities
- 16. CAPABILITIES SOLUTIONS STACK Multi-Channel Enabled Engagement Marketing Personalization (Real-time) Ecosystem Preferences (Explicit/Implicit) Feedback Mechanisms Campaign Management Campaign Mgmt Workflow & Setup Trigger Management Business Rules Analytics/Decision Mgmt Content / Offer Mgmt Business Rules / Decision Mgmt Trigger Management Enterprise Integration Predictive Modeling Analytics & Optimization Consumer Insight & Linking Linking Hierarchy Management Digital / Device Linkage Operational Data Store(s) System of Record Cross-Enterprise Integration Operational Data Store Distributed Data Sources (Channel, LOB, Transactional, Subscription, Vendor, Partner, Analytics 3rd party)
- 17. WIN WITH THEWINNERS Addressable Market >Targeting > Segmentation ACXIOM POV
- 18. PRIVATE CLIENT NETWORK YourAudience, Addressable Anywhere, Reached with Certainty Client Safe Haven Channel Product Propensities Just Your Audience Online Display TV Channel Preferences Anonymous Match 180 MM Profiles 59 MM Households Media Preferences Match Mobile Call Center 86 MM Users 73 MM Numbers Anonymize Enhance Advertiser Publisher Audience Audience Social Apps 650 MM Profiles Customer Behavior Real Time Data Exchange External Insights Delivery Integration Email Print Attitudes/Personas Partnership Ecosystem 70 MM Addresses 144 MM Households
- 19. ADDRESSABLE AUDIENCES AMEX’s addressable high-value prospect counts by channel: Addressable Channels Postal Email Display TV Mobile Social Print Call Center Search TBD TBD TBD TBD TBD TBD TBD TBD TBD Addresses Addresses Users HH’s Users Profiles Subscribers Phone # Keywords # Experiments Lab
- 20. SUCCESS FACTORS Vision Data Insights Planning Implementation Accountability Strictly Confidential 20 20
- 21. THANK YOU. Umporn Tantipech Account Executive Umporn.tantipech@acxiom.com TEL 02 9032 3205 MBL 0406 497701 Barry Stamos Global Practice Leader Multichannel Engagement Strategy barry.stamos@acxiom.com CONFIDENTIAL - FOR REFERENCE ONLY
Editor's Notes
- #6 Blank represents W’s – Who, What, Why, Where, When
- #7 Challenge is keeping up. Don’t get left behind. Are you winning or losing?
- #10 Old media paradigm was “pay to play.” Manage a balanced portfolio and diversify risk/returns. Roulette wheel – spread your bets high and wide, because you never know what number will come up.Overlapping, interrelated effects of media via Paid.Social ROIPurpose: Most companies aren’t thinking about below distinction of below media. Reference McKinsey whitepaper.Four quadrantsPaid media – Display, TV, radio, paid search, affiliateOwned media – Website, email, Facebook, Twitter, blogDell sells on Twitter ($?)Best Buy’s TwelpforceSold mediaBabyCenter and P&GEarned media – If someone shares for you (PR on/offline)Behind each of the quadrants, reveal an example of a company that’s doing it and have quantifiable resultReference case studies that show quantifiable valueFind out who’s actually making money or reducing costsBig idea: companies that are able to get earned media can improve their ROI by order of magnitudeOrchestra concept (e.g. Audience singing as the choir)
- #11 Wall of Shame vs. Fame & Fortune.How companies embrace disruptive technologies / emerging media to gain a leapfrog competitive advantage.Alternative way of expressing an adoption curve of innovators vslaggers.Apple was valued at $222 billion (http://theappleblog.com/2010/05/27/apple-overtakes-microsoft-in-market-value-end-of-an-era/)
- #12 Strategy roadmap. Narrow universe of opportunities.
- #15 Take someone from the audience and fill it out together