This session is focused on how USAA – in partnership with military and veteran service organizations – can maintain its competitive advantage by harnessing the power of a people-based, omni-channel interactions within and throughout its member community.

1. ©2016 Acxiom Corp. Confidential
Better Together

2. ©2016 Acxiom Corp. Confidential
WHAT WE ARE HEARING – KEY THEMES
• Consumers – it’s better when consumer (and member!)
experiences work together
• Technology – it’s better when platforms, channels &
devices work together
• Partners – it’s better when (affinity) partners work
together

3. © 2013 Acxiom Corporation. All Rights Reserved.3 ©2016 Acxiom Company Confidential
Social
Search &
Media
Mobile
& IoT
Website
Direct & Email
The
Consumer
Experience
(CX)
The Mission Objective:
Deliver A Highly-Personalized
Member Experience Across
Multiple Channels

4. ©2016 Acxiom Corp. Confidential
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER
The “Path To Purchase” Hinges On Knowing Your Members & Interacting Seamlessly Via Multiple Channels
Searches for
best credit
card online
1
Facebook for
feedback from
friends
2
Reads Affinity
magazine & sees
ad for USAA
3
Receives credit
card & activates
via mobile phone
8
Receives
confirmation
email
6
Uses card
which results in
compensation
back to Affinity
group
9
Mary Smith
Age 45
Female, Married
Based in Austin, TX
Retired Military
Loves Facebook & Her iPhone
7
Researches
USAA.com for
additional products
& services
Receives a
direct mail
co-branded
credit card offer
4
5
Applies for
co-branded credit
card online at
USAA.com/affinity

5. © 2013 Acxiom Corporation. All Rights Reserved.
COOKIE/CHANNEL-BASED
MARKETING
PEOPLE-BASED
MARKETING
Identity
Resolution
Activation
& Interaction
Measurement
&Analysis
Omni-Channel
(Offline/Online)
People-Based, Omni-Channel, Closed Loop Marketing
The Mission Objective:
Deliver A Highly-Personalized
Member Experience Across
Multiple Channels

6. ©2016 Acxiom Corp. Confidential
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER
Identity Resolution Is The Lynch Pin To Enabling People-Based Marketing
KNOWN IDENTITY UNKNOWN IDENTITY
Identification
Via Secure
One-Way Hash
R. Jones
10 Main St
Plano, TX
Rebecca Smith
becky@workpc.com
IP 222.58.1.10
Becky Wilson
20 Stag Dr
Chicago, IL
Becky Smith
I23 Sunrise Ave
Plano, TX
Phone 555-1212
Rebecca Smith
Cell phone: 555-2323
Rebecca Wilson
20 Longhorn Ave
becky@homepc.com
ABILITEC LINK
abc12345
HASHED LINK
a7b9j7ag

7. ©2016 Acxiom Corp. Confidential
What Is Known & Unknown Data?
KNOWN UNKNOWN
Social
> Liked on FB
> Tweets about experience
See online or mobile ad
> Impressions and clicks
> Publisher site
> Campaign
Search
> Search words
> Referring URL
> Site Activity
Email Capture
> Open and clicks
> Campaign
> Refer a Friend
Purchase
> Name, Address
> Email Address
> Products
Service Call
> Phone Number
> Issue
> Disposition Status
Received Mailer
> Birthday reminder
> Offer tailored to me
See TV Ad
> Impressions
> Show
> Campaign
UNIFIED VIEW
OF CUSTOMER
ACTIVITY
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER
KNOWN IDENTITY UNKNOWN IDENTITY

8. ©2016 Acxiom Corp. Confidential
How Do We Protect & Secure Affinity Partner And – More Importantly – Member Data?
3rd Party Data
Data Provider ID Element 1 Element 2 Element 3
Yr20 81b0 410V cr5H M 18-24 Media: digital
902N 2vFi 3pQ8 xN9w F 25-30 Media: TV
30tY bN28 iUd1 2qVi F 40-50 Media: paper
3rd Party Data
Customer Link Element 1 Element 2 Element 3
Ka8g 8w5m s8lm 9j25 M 18-24 Media: digital
0H3h ad78 xyI3 2Bqu F 25-30 Media: TV
5Rft s62N xUyq 23B1 F 40-50 Media: paper
Exposed Devices
DSP Device ID Campaign ID Creative ID Time Stamp
J74ir2p0 Summer 1 Beach5 2015-2-30 T 10:45
82rG31b3 Summer 5 Hammock3 2015-3-14 T 6:17
LW29vq3t Back2School 2WeeksLeft 2015-3-17 T 14:39
Exposed Devices
Customer Link Campaign ID Creative ID Time Stamp
Ka8g 8w5m s8lm 9j25 Summer 1 Beach5 2015-2-30 T 10:45
0H3h ad78 xyI3 2Bqu Summer 5 Hammock3 2015-3-14 T 6:17
5Rft s62N xUyq 23B1 Back2School 2WeeksLeft 2015-3-17 T 14:39
Promotion History
Customer ID Promotion 1 Offer Promotion 2 Offer
01485933 Email Try / Buy 1 DM 20% Off
71193082 0 0 DM Catalog
49250011 DM 20% Off 0 0
Promotion History
Customer Link Promotion 1 Offer Promotion 2 Offer
Ka8g 8w5m s8lm 9j25 Email Try / Buy 1 DM 20% Off
0H3h ad78 xyI3 2Bqu 0 0 DM Catalog
5Rft s62N xUyq 23B1 DM 20% Off 0 0
CRM Data
Customer ID Attribute 1 Attribute 2 Attribute 3 Phone #
09134787 Customer Consumer 0 714-543-8974
56980011 Customer SMB Retailer 310-901-0082
98230163 Prospect SMB Auto Repair 214-569-4100
CRM Data
Customer Link Attribute 1 Attribute 2 Attribute 3 Phone #
Ka8g 8w5m s8lm 9j25 Customer Consumer 0 714-543-8974
0H3h ad78 xyI3 2Bqu Customer SMB Retailer 310-901-0082
5Rft s62N xUyq 23B1 Prospect SMB Auto Repair 214-569-4100
REMOVING
IDENTIFIERS
MAKES LINKING
PRIVACY-SAFE
Customer Link
Ka8g 8w5m s8lm 9j25
0H3h ad78 xyI3 2Bqu
5Rft s62N xUyq 23B1
USE OUR PRIVACY-
SAFE LINKS TO JOIN
YOUR DATA
Exposed Data 3rd Party Data CRM Data Promotion History
Customer Link Campaign ID Creative ID Time Stamp Element 1 Element 2 Element 3 Attribute 1 Attribute 2 Attribute 3 Promo 1 Offer Promo 2 Offer
Ka8g 8w5m s8lm 9j25 Summer 1 Beach5 2015-2-30 T 10:45 M 18-24 Media: digital Customer Consumer 0 Email Try / Buy 1 DM 20% Off
0H3h ad78 xyI3 2Bqu Summer 5 Hammock3 2015-3-14 T 6:17 F 25-30 Media: TV Customer SMB Retailer 0 0 DM Catalog
5Rft s62N xUyq 23B1 Back2School 2WeeksLeft 2015-3-17 T 14:39 F 40-50 Media: paper Prospect SMB Auto Repair DM 20% Off 0 0
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER

9. ©2016 Acxiom Corp. Confidential
“Kill The Trust, Kill The Customer”
CONSUMER NOTICE, ACCESS, AND CHOICE
SAFE HAVEN FOR SECURE, PRIVACY-COMPLIANT
MATCHING
PRIVACY VALIDATED IDENTITY GRAPH DATA SOURCES
AUTOMATED CONTROLS FOR THE ETHICAL USE OF DATA
IT’S BETTER WHEN MEMBER EXPERIENCES WORK
TOGETHER

10. ©2016 Acxiom Corp. Confidential 10
More Platforms, Channels & Devices1990 2016
IT’S BETTER WHEN PLATFORMS, CHANNELS & DEVICES WORK
TOGETHER

11. MOBILE
MOBILE
MEASUREMENT
DATA
MANAGEMENT
VIDEO
DATA
MANNAGEME
NT
SEARCH
CRM &
DATA
PROVIDERS
SITE OPTIMIZATION
MEDIA
PLATFORMS
ADDRESSABLE
TV
1:1 MARKETING &
“Go Digital”
Quickly In A
Privacy-Safe
Environment
IT’S BETTER WHEN PLATFORMS, CHANNELS & DEVICES WORK
TOGETHER

12. ©2016 Acxiom Corp. Confidential
MarketingStrategy&Roadmap
Key Marketing Business Processes
Strategy Planning Automation Activation Measurement Optimization
Connectivity
Premium
Publishers
Search Mobile Video
Addressable
TV
Social DMPs DSPs Personalization Measurement
Omni-Channel Touchpoints
DataPrivacy,Security&Governance
People-Based, Omni-Channel Marketing Capabilities
IT’S BETTER WHEN PLATFORMS, CHANNELS & DEVICES WORKS
TOGETHER
Identity Resolution
Marketing Data Environment
Onboarding
Marketing Analytics Environment
CustomerLink
How Does It All Work?

13. ©2016 Acxiom Corp. Confidential
IT’S BETTER WHEN AFFINITY PARTNERS WORK TOGETHER
The Promise of Partner Data Exchange and Collaborative Marketing
Key Outcomes
• More complete picture of member community and
interactions
• Online / digital (and real-time) engagement and
experience
• Coordinated offline (direct mail) and online (digital)
interactions
• Maintain direct relationship with member, choice,
control and transparency
• Improved experience = improved engagement and
conversion
• Understand what’s working on what’s not working
• Ensure privacy safe environment

14. ©2016 Acxiom Corp. Confidential
How Does It All Work?
1
UPLOAD
2 4
ANONYMIZE DISTRIBUTE
Data files are
securely imported
Records are anonymized to
protect consumer privacy
Segments are activated
for use online
3
MATCH
Records are matched to
online devices and digital IDs
Anonymized
Records
IT’S BETTER WHEN AFFINITY PARTNERS WORK TOGETHER

15. ©2016 Acxiom Corp. Confidential
MarketingStrategy&Roadmap
Key Marketing Business Processes
Strategy Planning Automation Activation Measurement Optimization
Connectivity
Premium
Publishers
Search Mobile Video)
Addressable
TV
Social DMPs DSPs Personalization Measurement
Omni-Channel Touchpoints
DataPrivacy,Security&Governance
Identity Resolution
Marketing Data Environment
Onboarding
Marketing Analytics Environment
CustomerLink
Marketing Partner Exchange
PartnerLink
How Does It All Work?
IT’S BETTER WHEN AFFINITY PARTNERS WORK TOGETHER

16. ©2016 Acxiom Corp. Confidential
Better Together