The document presents insights from a state of the industry survey regarding customer centricity, revealing that while marketers aim for customer-centric practices, many struggle with data integration and real-time customer recognition. Key challenges include maintaining consistency and efficiency across channels, with a strong emphasis on targeting and attribution in data management. Despite the aspiration for enhanced customer insights, over 70% of marketers report poor integration of online and offline data, indicating a gap between intention and capability.

1. A CUSTOMER CENTRICITY
PARADOX
State of the Industry Survey
Tim Suther, Acxiom Chief Marketing & Strategy Officer
September 19, 2012
Digiday Brand Conference, September 2012
© 2012 Acxiom Corporation. All Rights Reserved.

2. 2

3. SURVEY RESPONDER PROFILE
A balanced distribution of buy & sell A diverse set of industry marketing
side…& job roles: experience is represented:
Retail 36%
Travel & Entertainment 33%
Advertiser & Media & Communications 32%
Agency
48% 52% Technology 31%
Media, Tech &
Other CPG 31%
Health Care 24%
Automotive 22%
Telecom 20%
Finance / Retail Banking 18%
Insurance 18%
Finance / Credit Cards 15%
28% Marketing & Sales
Restaurant 15%
Finance / Investments 14%
Analysis &
Audience Mgt Education 12%
72%
Government 9%
259 surveyed in August 2012
3

4. CONCERNS & CHALLENGES
Marketers top concerns are customer Marketer top challenges are
centricity, new media & ROI: consistency, integration & inefficiency…but
not privacy:
Understanding customers and 51% 37%
Providing consistent and relevant
engaging them with
6% engagement for customers 7%
personal, relevant experiences
Adopting new media technology 23% Integrating multiple back-end 26%
such as social, mobile and video 17% customer databases 19%
21% Reducing waste and inefficiency 20%
Rationalizing budgets with more
when targeting and serving the
effective ROI metrics 6% 8%
right customers and prospects
Collaborating with direct marketing
3% Coordinating the timing and 10%
to understand what’s working for
cadence of multi-channel
them and how digital can improve 39% 13%
communications and feedback
results
Ensuring privacy and providing
Access to and integrating back-end 1% sufficient notice, choice and 8%
customer databases 37% transparency in gathering and 54%
using data
Most Important Not Important Most Important Not Important
4

5. A CUSTOMER CENTRICITY PARADOX
Most highly self-assess their own Yet, few can measure value at customer
customer-centric capabilities… level:
We have a relentless focus on
building customer insights to
48%
better understand and recognize
high value customer segments
We invest and focuse more on 21%
19%
acquisition than retention
Both direct response and digital
marketers collaborate on timing
14%
and creative to more efficiently
reach customers across all…
79%
We invest and focus more on
14%
retention than acquisition
We're integrating back-end
systems to reduce waste and
5% Have or will have value score for each
inefficiency while coordinating
multichannel campaigns and…
customer
5

6. POOR DATA INTEGRATION ABOUNDS
Most poorly integrate data from online Most poorly recognize customers in
& offline sources real-time
30% 26%
70% 74%
Advanced No/Suboptimal Have channels connected or have a central
repository
No or outbound or social only
6

7. SILOS ARE RAMPANT…
AND IMPEDE CUSTOMER CENTRICITY
How many customer databases need to Biggest barriers to integrated customer-
be accessed to integrate marketing? centric marketing:
10+ databases 9%
7-10 databases 6%
24%
4-6 databases 28%
54%
1-3 databases 33%
22%
We have everything we need
13%
or is already integrated
We don't have a customer Data or Technology
11% Resources
database
Measures & Incentives
7

8. MARKETERS ARE JUST BEGINNING THE
INTEGRATION JOURNEY
Most marketers blend or borrow A variety of online targeting is being
creative from online & offline used. Behavioral leads the way:
campaigns:
Yes, we leverage behavioral
41%
and other ad targeting
16%
No, we don't do any targeting
19%
online
Yes, we extend the full
capabilities of our database 16%
into our online campaigns
84%
Yes, we match marketing to
14%
site visitors via cookies
Yes, we match marketing to
Yes No site visitors via cookies, and
11%
name and other addressable
data
8

9. CUSTOMER CENTRICITY
REMAINS AN ATTRACTIVE GOAL
Acxiom client experience
9

10. MARKETERS SEEK TO MOVE FORWARD
Emphasis shifting to customer marketing Targeting & attribution are top data
& branding priorities
25% Addressable data to better
Interacting with our customers
understand and reach our 30%
where they spend their time 26% audience
Loyalty and retention/giving 20% A way to borrow creative to
customers more options to
5% coordinate more personalized 2%
connect with the brand
offers
Branding/extending our 21%
To better understand results
regular branding efforts 17% from campaigns to know 28%
what's working
25%
Acquisition/direct response
26%
All of the above 40%
More options to expand 8%
targeting beyond acquisition 27%
None of the above 12%
Most Important Least Important
10

11. SOME BRANDS ARE SEEN AS ROLE MODELS
Common themes…
> Engagement feels authentic to brand
> Institutional memory enables personalized & integrated
experiences. Brands do for, not to, customers
> Sustaining loyalty/preference…brands create more
value than they capture
11

12. SUMMARY
Customer centricity is an aspirational goal…not yet reality…for
most marketers
> 70% have no or suboptimal online/offline integration
> 80% don’t have or won’t have customer value scores
> 74% can’t recognize customers in real-time
Marketers may be underestimating privacy issues/impact
To capture large payoffs, marketers are increasingly focused
upon…
> Customer marketing & branding
> Targeting & attribution as top data priorities
12

13. THANK YOU.
© 2012 Acxiom Corporation. All Rights Reserved.