English - The Story of Ahikar, Grand Vizier of Assyria.pdf
Follow a lifecycle roadmap to attract, nurture and grow your best customers
1. Tweet Up #AcxiomSeries
Follow A Lifecycle Roadmap to Attract,
Nurture and Grow Your Best Customers
Tim Suther, Acxiom (@timsuther)
Luca Paderni, Forrester Research
Bryan Throckmorton, Acxiom (@globalthrock)
Tom Brown, Second Curve Capital
www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ www.acxiom.com/
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2. Tweet Up #AcxiomSeries
Customer Life-Cycle Marketing Demands
New Metrics
Luca Paderni
Vice President, Principal Analyst
Forrester Research
www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ www.acxiom.com/
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23. Tweet Up #AcxiomSeries
Follow a Lifecycle Roadmap to Attract,
Nurture and Grow Your Best Customers
Bryan Throckmorton
Consulting Practice Leader, Acxiom
Twitter: globalthrock
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/acxiomcorp /companies/acxiom /acxiom /user/AcxiomCorporation
24. RETAIL
BANKING
“DAY
IN
THE
LIFE”
ACXIOM
MARKETING
PERFORMANCE
SERIES
March
2011
28. Meet Ella Hughes
Checking out the new NationBANK branch in
town!
Gender: Female
Birthday: August 28, 1978
Relationship: Single
Current City: Cleveland, OH
Credit Score: Above 660
Children: None
Financial: Affluent
Education: MBA, Ohio State
Employment: Director of Logistics
Ella’s Customer Lifetime Value
$480k
$75k
$28k
CONFIDENTIAL – FOR INTERNAL USE ONLY
28
29. DAY IN THE LIFE: Wake-Up Call 6:00 AM
I switch on the TV for the morning talk show. A
NationBANK commercial comes on and invites me to a
branch opening event featuring a sweepstakes promotion.
My iTV lets me enter my name and email address to learn
more. BEHIND THE SCENES
Smart banking with great rewards
• NationBANK is looking for
prospects who fit their best-
New Branch
Opening Soon
customer model.
in your • We manage the prospect
Neighborhood
database and generate a list of
Stop by and
celebrate with us! prospects who are addressable
across multiple channels (DM,
Press to request details iTV, Mobile Web, Email, etc.)
• We help create a media plan that
invests proportionally according
to customer value.
• The TV ad is served to Ella
because she is in a cable zone
that contains a large number of
“Savvy Singles” households and
she is near a new branch.
CONFIDENTIAL – FOR INTERNAL USE ONLY
29
30. DAY IN THE LIFE: Surround Sound 6:15 AM
Within the minute my iPhone chirps from a new
NationBANK email that describes the benefits of the new
local branch and the Premium Rewards checking account.
I click through the link in the email to a NationBANK
webpage. BEHIND THE SCENES
• Adding an email address to a
prospect record enables further
matching capabilities.
• The email is automatically
triggered and contains offers that
are relevant to Ella’s prospect
segment
• We format the email to be mobile-
compatible across all devices
• Device fingerprinting begins
“house-holding” Ella’s devices
(set top box, iPhone and laptop)
for improved personalization
across channels and more
targeted advertising.
Use your Rewards to relax and recharge Learn more
CONFIDENTIAL – FOR INTERNAL USE ONLY
30
31. DAY IN THE LIFE: Mobile Me 6:30 AM
The NationBANK website, nicely formatted for mobile
viewing, shows me premium products and services that
interest me. When I notice a callout box showing a profile
of the local branch manager, Gina Kelly, I click to visit her
Facebook page. BEHIND THE SCENES
800-234-5678
Email: • We personalize the customer
helpfulbanker@nationbank.com
Premium Rewards experience across channels and
Checking Get
Details offer a seamless mobile-enabled
• Double reward point specials
• Mobile alerts web experience.
• Online bill pay
• Debit card • At NationBANK’s home page, the
• New app
- Know which purchases bring you the most points. checking account and local
- Works with any search engine!
- Watch your points increase as you shop.
branch information are
Download the app
dynamically inserted based on
See what
people are Acxiom’s data showing Ella is
1140 Hardy Street
saying about us
on Facebook
single and owns her primary
Santa Mateo, CA 94404
Mon-Fri, residence.
8:00am-5:00pm
Sat, 8:00am-1:00pm
Online
Banking
Loans Investing • We know that Ella is a frequent
Facebook user, so we
dynamically include a link to the
branch manager’s Facebook
page. Depending on prospect
segment, others may be shown a
Click-to-Call link.
CONFIDENTIAL – FOR INTERNAL USE ONLY
31
32. DAY IN THE LIFE: Five Stars 7:00 AM
Gina Kelly’s Facebook page shows reviews and ratings
from others in town who have done business with Gina
recently. I see that eight of my friends have “Liked” Gina
Kelly so far, and one of them wrote a positive review.
BEHIND THE SCENES
• Our Social CRM platform
provides an interface for branch
managers to easily maintain a
social media presence on
Facebook, Twitter and LinkedIn.
• Through analyzing Ella’s social
graph, we personalize the display
of reviews and ratings by geo-
location and social relationships.
CONFIDENTIAL – FOR INTERNAL USE ONLY
32
33. DAY IN THE LIFE: Client Conversing 7:30 AM
Another tab on Gina’s Facebook page shows a Live Chat
feature. Looks like Gina is available right now. I initiate a
chat session and spend several minutes asking Gina
some key questions about opening an account with
NationBANK. BEHIND THE SCENES
• Our live chat integrates with
NationBANK’s internal instant
messenger software.
• In real-time we perform semantic
text analysis on the live chat
session to append preference
data to Ella’s customer record.
• When Gina is not available, chat
inquires are redirected to a
national customer support
representative.
CONFIDENTIAL – FOR INTERNAL USE ONLY
33
34. DAY IN THE LIFE: Easy Access 8:00 AM
Gina suggests that I come into the branch to visit her this
afternoon. On the Facebook page, I click on the Schedule
Appointment tab and select an available 30-minute block
of time where Gina is free.
BEHIND THE SCENES
• Upon submission, we deploy a
confirmation email to Ella that
contains a personalized message
from Gina Kelly, and we leverage
the real estate in the operational
email to display targeted offers
for Next Best Offer.
CONFIDENTIAL – FOR INTERNAL USE ONLY
34
35. DAY IN THE LIFE: Immediate Gratification 12:30 PM
I visit the NationBANK branch to open a checking
account. While waiting, I notice a sign hanging from the
ceiling about the new NationBANK app to collect rewards.
With my iPhone I snap the QR code to download the app
instantly. BEHIND THE SCENES
• QR code signage in the branch
directly links to the app store
download page.
• Each QR code in the branch is
unique to enable attribution and
analytics for the best performing
location.
• We feed Ella’s online and offline
interactions into our Insights Lab,
where the customer and prospect
models continuously optimize
across channels.
• An automatically triggered email
reminds Ella to also download the
browser version of the rewards
app, available as a plugin for any
browser.
CONFIDENTIAL – FOR INTERNAL USE ONLY
35
36. DAY IN THE LIFE: My Trusted Advisor 1:00 PM
I walk into Gina Kelly’s office. Shortly into the
conversation, Gina pulls out her iPad and guides me
through using an app that discovers my banking needs
and preferences. At the end, I get an intuitive bundle of
NationBANK products and services. BEHIND THE SCENES
• Our recommendation engine is
integrated into an iPad app for
the discovery process.
• The app determines whether Ella
is in market or qualifies for other
products, and calculates her
Lifetime Value score on the fly.
• Real-time modeling and analytics
are used to determine the next
best offer. We produce an
attractive bundle offer for Ella.
• After closing the sale, Gina uses
his branch manager iPhone
application to trigger a
personalized on-demand direct
mail piece.
CONFIDENTIAL – FOR INTERNAL USE ONLY
36
37. DAY IN THE LIFE: Desktop Presence 8:00 PM
At home, I download the NationBANK Firefox plugin. As I
search the web, a tab appears, showing my current point
balance at NationBANK. I click to expand the tab and see
relevant offers as well as a friend’s tweet about discount
airline tickets that qualify for reward points. BEHIND THE SCENES
• Ella’s point balance instantly
updates as she makes
purchases.
• The persistence of the tab is set
to appear on all major search
engines as well as the websites
of partner retailers.
• The offers in the expanded tab
are inserted according to Ella’s
ESI (economic stability index)
score and change based on her
click behavior as she moves
across the web.
EllaBella
Found
the
best
rewards
program.
NationBANK
customizes
everything
for
me
and
I m
earning
points
like
crazy!
http://ow.ly/2oHAIS
CONFIDENTIAL – FOR INTERNAL USE ONLY
37
38. DAY IN THE LIFE: Personal Shopper 9:00 PM
My Google search results are marked with the
NationBANK logo showing which products provide
Rewards points. On Yahoo News, I see a targeted ad for a
Premier Credit Card and decide to apply. My approval
comes back in 10 seconds. BEHIND THE SCENES
• The annotations appear on the
results pages for any search
engine Ella uses.
• Since the app references
NationBANK’s database directly,
product annotations are always
current.
• NationBANK and Acxiom are
collaborative targeting partners
with Yahoo!, so the ad is
delivered to Ella when she logs
Get 500 Rewards
into Yahoo media.
Points when you
apply for a Premier
• Real time credit bureau scoring
Credit Card* makes the credit card approval
Apply now
process fast and efficient.
CONFIDENTIAL – FOR INTERNAL USE ONLY
38
39. DAY IN THE LIFE: Social Influencer 10:00 PM
Later as I check the Facebook news feed on my laptop, I
see customer reviews from satisfied NationBANK
customers. These are short video clips that are humorous
and insightful, so I share two of the videos with my local
friends who may want to check out the NationBANK BEHIND THE SCENES
branch as well.
• We use Ella’s email address as a
conduit to identify her level of
social activity.
• From our Social Influencer data,
we know that Ella is an ACTIVE
Facebook user with a significant
network of friends.
• To leverage Ella’s influence, our
decision engine triggers a
business rule to include a
sweepstakes offer in a mobile
alert, where she is asked to
participate in a new streamlined
mortgage process that the bank
is piloting with select individuals.
CONFIDENTIAL – FOR INTERNAL USE ONLY
39
40. MOMENTS OF TRUTH
Customer Value
Current state
Desired state
Strategic
Impact
Time
Moments of Truth
Channels
Strictly Confidential 40 40
41. MOMENTS OF TRUTH
Customer Value
Current state
Events
Desired state
• RelocaMon
Events
• Branch
Opening
• Move
• New
Member
• Renewal
Strategic
• New
Category
Impact
• Job
Change
• Marriage
• Family
• Seasonal
• Holidays
• Death
Time
Moments of Truth
Channels
Strictly Confidential 41 41
42. MOMENTS OF TRUTH
Customer Value
Current state
Desired state
Events
Signals
Strategic
Impact
Time
Signals
• Referring
search/URL
• Website
clickstream
• Tweet/blogging
Moments of Truth
• Display
ad
click-‐through
Channels
• TransacMons
• Preference
update
• Call
center
• InacMvity
• Site
search
• Email
clickstream
• RaMngs/reviews
• Login
frequency/recency
• Social
senMment
Strictly Confidential 42 42
43. MOMENTS OF TRUTH
Customer Value
Current state
Desired state
Events
Signals
Strategic
Impact
Time
Insights
• RelaMonship
profile
Moments of Truth
• InteracMon
history
• Brand
advocacy
Channels
• Product
propensiMes
• Media
preferences
• Channel
preferences
• Geodemographics
• Interests
&
aatudes
• Monetary
indicators
• Social
indicators
Strictly Confidential 43 43
44. MOMENTS OF TRUTH
Customer Value
Current state
Desired state
Events
Signals
Segments
Strategic
Impact
Time
Moments of Truth
Channels
Conversa2ons
• Proper
audience
selecMon
and
recogniMon
across
media
• Fusing
insights
for
unique
treatments
(creaMve/copy/offer)
• Personalized
&
coordinated
engagement
(omni
channel)
• AutomaMc
recalibraMon
based
on
actual
consumer
behavior
(conMnuous
earning
system)
Strictly Confidential 44 44
45. MOMENTS OF TRUTH
Customer Value
Current state
Desired state
Events
Signals
Segments
Strategic
Impact
Value
Add
•
CPA
Time
•
AOV
•
LTV
•
Member
tenure
•
Frequency
of
club
shop
•
Category
shop
•
Category
penetraMon
•
#
of
clubs
visited
Moments of Truth
•
eCommerce
Sales
•
Net
Promoter
Score
Channels
•
Referrals
•
Regional
Metrics
•
AhriMon
Strictly Confidential 45 45
46. HOW DO WE GET THERE?
IT’S A JOURNEY
Don’t Stop Believing…
46
47. CAPABILITY MODEL FOR
A CONNECTED WORLD
Key
requirements.
SeparaMng
contenders
from
pretenders
Audience-‐based
targe5ng
(your
file)
Integrated
insight
across
online,
offline
&
Primary
research
connected
to
ac5onable
census
aPtudes
Private
exchange
/
safe
haven
Investment
allocated
by
differen5ated
value
of
customers
(DVOC).
Effec5ve
intent
harves5ng
Descrip5ve
&
predic5ve
capacity
around
9
Ac5onable
brand
adver5sing
key
insights
Act,
think
&
look-‐a-‐like
capable
Enterprise
CID
on
all
channels
for
9
key
insights.
Product
&
customer
life
cycle
triggers
drive
marke5ng.
Marke5ng
measured
by
CLTV
impact
.
Trigger-‐driven
marke5ng
is
“PIL”
–
AKribu5on
for
Individual
impression
to
personalized,
integrated
&
outcomes
longitudinal
Decision
engines
(periodic
&
real-‐5me)
Loyalty
program
driven
by
life
cycle
Consumer
behavior
&
preference
driven
media/
Mul5-‐channel
preference
center
channel
op5miza5on
47
48. Tweet Up #AcxiomSeries
Q & A Panel
Luca Paderni Tim Suther
Vice President and Principal Analyst CMO, Acxiom
Forrester Research Twitter: @timsuther
Tom Brown Bryan Throckmorton
CEO of Second Curve Capital Consulting Practice Leader, Acxiom
Founder, Bankstocks.com Twitter: @globalthrock
www.acxiom.com/ www.acxiom.com/ www.acxiom.com/ www.acxiom.com/
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