Today’s empowered consumer represents an interesting paradox – there have never been more ways to reach them, yet it’s never been harder to truly engage. Consumers choose when, where, how and if they participate with brands. Winning in this era requires cultivation and control of multiple dimensions of consumer insight. This requires brands to refine data into insight, and insight into highly engaging marketing and advertising that wins the hearts and wallets of today’s empowered consumer. Come learn how others are winning this challenge.

1. WINNING IN THE AGE OF THE
EMPOWERED CONSUMER
TIM SUTHER
CHIEF MARKETING OFFICER, ACXIOM
FORRESTER CONSUMER FORUM
OCTOBER 27, 2011
®

3. An enduring emotional bond with customers

5. • Unlimited choice.
• Transparency to price, availability & satisfaction.
• New shopping & buying patterns.
• Amplified voice.

7. There is no MVP of data
There is no MVP of data

8. Develop a data rights strategy

9. Applied Insight
Prioritize your proprietary insight
Data rights as part of every ad buy discussion
Safe haven to reach mutual customers of trusted business partners
Strategy
Prioritize deeply branded experiences
Define success as improving customer portfolio value
Alter media mix and primary research approach
Partners should be agents not principals
Optimize the enterprise
Organizational Capability
Fuse proprietary analytics with customer recognition to personalize
Marketing central nervous system to influence and sense

11. • Refine and control multidimensional consumer insight
• Assess current capabilities & identify gaps
http://assessment.acxiom.com
• Balance quick wins with structural improvement