© 2011 Acxiom Corporation. All Rights Reserved.

A capability model for successfully reaching and engaging consumers

HOPE IS NOT A STRATEGY

November 17, 2011

ABOUT ACXIOM

> Vision: to be the most trusted partner for providing actionable customer insights to marketing leaders and their suppliers worldwide

> Mission: Acxiom refines data into insights to help marketing leaders make better business decisions

> Quick Facts:• 8,800 clients in 40 countries• Process 18 trillion consumer updates / year• Over 7,000 managed databases• NASDAQ: ACXM

3

The trademarks and registered trademarks on this page are the property of their respective owners.

Automotive

Retail

Communications, Media & Technology

Insurance

Travel & Entertainment

Financial Services

ACXIOM TRUSTED PARTNERS

4

MARKETING IS AT A CRITICAL JUNCTURE!

(JUST LIKE THE TRAFFIC IN SÃO PAULO)

Just 8% of their customers agree

A crisis in customer engagement

Source - Bain

2Forrester Research

A crisis in insight & focus…A crisis in insight & focus…

3comScore

CAPABILITY MODELFOR A CONNECTED WORLD

CAPABILITY MODELFOR A CONNECTED WORLD

1. REACH / ENGAGE YOUR AUDIENCECustomer value varies greatly

- 400%

+ 500%

Top 30% Next 50% Bottom 20%

0

Contribution toOverall Profit

Contribution toOverall Profit

Customer Value Segment

1. REACH / ENGAGE YOUR AUDIENCE

0

50

100

150

200

250

300

Personicx Consumer Segments

UV

In

dex

UV

In

dex

Retailer 1

0

50

100

150

200

250

300

Personicx Consumer Segments

Retailer 2

0

50

100

150

200

250

300

UV

In

dex

Personicx Consumer Segments

0

50

100

150

200

250

300

Cookware/Kitchen Accessories Buyer

UV

In

dex

Personicx Consumer Segments

Clothing/Apparel Buyer

Acxiom, comScore

Most firms are not getting their fair share of valuable buyers

13

1. REACH / ENGAGE YOUR AUDIENCEValuable buyers are hard to recognize

Acxiom, comScore

Portal 1 Portal 2

Portal 4Portal 3

UV

In

dex

UV

In

dex

UV

In

dex

UV

In

dex

Personicx Consumer Segments Personicx Consumer Segments

Personicx Consumer Segments Personicx Consumer Segments

1. REACH / ENGAGE YOUR AUDIENCEValuable buyers are hard to recognize

0

50

100

150

200

250

300

0

50

100

150

200

250

300

0

50

100

150

200

250

300

0

50

100

150

200

250

300

TV Network 1 TV Network 2

TV Network 4TV Network 3

Personicx Consumer Segments

UV

In

dex

UV

In

dex

Personicx Consumer Segments

UV

In

dex

Personicx Consumer Segments

UV

In

dex

Personicx Consumer Segments

Therefore,Most Firms…Under-invest inhigh value relationships

Over-invest inlow value relationships

1. REACH / ENGAGE YOUR AUDIENCENarrowcast, not broadcast

Retailer 1 v Portal 1

This retailer’s best customersare under-represented on this portal

PersonicX Consumer Segments

UV

In

dex

CAPABILITY MODELFOR A CONNECTED WORLD

2. MULTIDIMENSIONAL INSIGHTWhat do you see?

2. MULTIDIMENSIONAL INSIGHTJust about online context / behavior?

2. MULTIDIMENSIONAL INSIGHTJust about online context / behavior?

RELIANCE ON THE 18-49 DEMOGRAPHIC IS HAZARDOUS TO ALL MEDIA AND MARKETERS

David Poltrack, CBS

22

IF I ASKED MY CUSTOMERS WHAT THEY WANT, THEY SIMPLY WOULD HAVE SAID A FASTER HORSE

Henry Ford

2. MULTIDIMENSIONAL INSIGHT

CAPABILITY MODELFOR A CONNECTED WORLD

3. MARKETING CENTRAL NERVOUS SYSTEMData quality matters

CAPABILITY MODELFOR A CONNECTED WORLD

CONSUMERS ARE BOSSI’m in charge here…and you’re not

REMEMBER EVERY INTERACTION & LEARN

4. PERSONALIZED & COORDINATED ENGAGEMENTIllustration

Create this experience across media / channels

When Isabela visits a site, audience insights are leveraged to personalize the engagement

Meet Isabela

Married, 2 children, high value

Age 37

We know:•Social Class, Estimated Income, Household Demographics•Preferred media, channel & cadence•Transaction & response behavior

We predicted:•Loyalty / attrition score•Brand affinity & product propensity•Brand image & price sensitivity score•Product attribute / demand score

We noticed:She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase

4. PERSONALIZED & COORDINATED ENGAGEMENTIllustration

Create this experience across media / channels

When Isabela uses her iPhone, audience insights are leveraged to personalize the engagement

Meet Isabela

Age 37

Married, 2 children, high value

We know:•Social Class, Estimated Income, Household Demographics•Preferred media, channel & cadence•Transaction & response behavior

We predicted:•Loyalty / attrition score•Brand affinity & product propensity•Brand image & price sensitivity score•Product attribute / demand score

We noticed:She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase

4. PERSONALIZED & COORDINATED ENGAGEMENT

Create this experience across media / channels

When Isabela watches TV, audience insights are leveraged to personalize the engagement

IllustrationMeet Isabela

Age 37

Married, 2 children, high value

We know:•Social Class, Estimated Income, Household Demographics•Preferred media, channel & cadence•Transaction & response behavior

We predicted:•Loyalty / attrition score•Brand affinity & product propensity•Brand image & price sensitivity score•Product attribute / demand score

We noticed:She has been searching online for travel packages and filled out an itinerary form on Travel Tours website for two adults and two children to Miami but did not purchase

THE NEED FOR A SAFE HAVEN

34

Your audience, addressable anywhere, reached with certainty

YOUR MONEY.YOUR INSIGHT.

CAPABILITY MODELFOR A CONNECTED WORLD

+15-30%Marketing ROI

+10-15%Customer portfolio value

+5-7%Points of margin

CAPABILITY MODELFOR A CONNECTED WORLD

CAPABILITY MODELFOR A CONNECTED WORLD

Tech Firm$200 million revenue/yr$4.5 million OpEx/yr

Retail Bank$100 million EBIT/yr

CPG Firm$500 million revenue/yr

Personalized experiences…...4-5X ROI

Concentrate ad spend………..3-5X ROI

Connect web footprints & outbound messaging….….....2X ROI

Connect print & digital…….......4X ROI

Connect call center & digital………………………...3-5X ROI

Connect mobile & email….….7.5X ROI

Connect TV/offline…………….17X ROI

Big MoneyEasy Money

NOW WHAT?

40

HOPE IS NOT A STRATEGY!

41

CAPABILITY MODELFOR A CONNECTED WORLD

Top 10 best practicesApplied Insight

Prioritize your proprietary insightData rights as part of every ad buy discussion

Safe haven to reach mutual customers of trusted business partners

StrategyPrioritize deeply branded experiences

Define success as improving customer portfolio valueAlter media mix and primary research approach

Partners should be agents not principalsOptimize the enterprise

Organizational CapabilityFuse proprietary analytics with customer recognition to personalize

Marketing central nervous system to influence and sense

UH, NOT EXACTLY…

42

WHAT COULD HAVE BEEN

owned

but couldn’t become

WHAT COULD HAVE BEEN

owned

but couldn’t become

WHAT COULD HAVE BEEN

owned

but couldn’t become

WHAT COULD HAVE BEEN

It’s not enough…A great customer baseA great productA great strategyA great team

Darwin always wins.

Will you?

© 2011 Acxiom Corporation. All Rights Reserved.

QUESTIONS? PERGUNTAS?THANK YOU. OBRIGADO.

Acxiom Brasil São Paulo | +55 11 3052 2111Alameda Lorena, 638/114Jardim Paulista, São Paulo, SP 01424-000

Porto Alegre | +55 51 3230 4400Av. Padre Cacique, 320/3º andar BMenino Deus, Porto Alegre, RS 90810-240www.acxiom.com.br

> Increase targeting efficiency & better attribute results to spend.

> Better influence & sense consumer behavior.

> More effective media substitution. Coherently integrate new media.

> Improve marketing results with trusted partners.

> Recapture value from ad tech intermediaries.

> Improve test & learn performance.

> Integrate & rationalize systems to reduce cost.

> Faster time to market.> Real-time personalized offers.

> Improve health and breadth of insight about customers.

> Acquire & extend more profitable relationships.

> Redirect less profitable relationships.

> Establish CLV-oriented KPIs to guide decision-making.

> Optimize customer segments & multichannel contact strategies.

> Increase number of recognizable consumers.

> Increase ability to recognize consumers across channels.

> Increase number of enduringly loyal customers.

> Effectively cultivate word of mouth.

> Optimize use of pricing incentives.

> De-commoditize intent.> Minimize auction risk of your

consumer insight.

+15-30%Marketing ROI

+10-15%Customer portfolio value

+5-7%Points of margin

CAPABILITY MODELFOR A CONNECTED WORLD