CONFIDENTIAL - FOR REFERENCE ONLY

Wait, wait, don’t optimize yet!ACXIOM Corporation

OMMA GLOBAL

September 27, 2011

INTERACTIVE WORKSHOP 2

CONFIDENTIAL - FOR REFERENCE ONLY 3

BARRY STAMOS

ROLE AT ACXIOM Global Practice Leader, Multichannel Engagement Strategy Integrated Marketing Subject Matter Expert Successful track record as expert guide to customer centricity

BIOGRAPHICAL SKETCH 13+ years of experience in multi-channel marketing programs Consulted over 100 of the Fortune 500 (all markets and industries) Former Chief Strategist, Responsys, Founder / Chief Strategist, INBOX

Marketing (sold to Responsys), Director of Strategy, Arthur Andersen Highly acclaimed author and speaker at 50+ industry conferences

EDUCATION & CREDENTIALS Executive Board Member, Silicon Valley American Marketing Association eBusiness Certifications (Levels 1-3), USC (Marshall Business School) Global Scholar International Economics & Politics, Cambridge University B.S. Corporate Communications, Ithaca College)

RECENT CLIENTS• Acer Group• AT&T• Bing • Bloomingdales• Citibank• Fidelity• Hewlett Packard • Macy’s • Symantec

DID YOU KNOW?

Acxiom serves 5,700 clients and actively manages 350 of the largest 500 marketing ecosystem worldwide.

Named No. 1 U.S. Agency in 2010 for third year in a row, Ad Age

Named No. 2 in “World’s Top CRM/Direct Marketing Agencies,” Ad Age

No. 9 in the “World’s Top 50 Agency Companies,” Ad Age

Forrester Research rating as a “Technology Powerhouse” with “...deep experience across a multitude of industries”

CONFIDENTIAL 4

CONFIDENTIAL - FOR REFERENCE ONLY 5

HELPING CRACK THE CODE FOR ______CONSUMERS ENGAGE WITH BRANDS

Acxiom’s unmatched knowledgebase includes:

107 million mobile users

204 million email addresses

3 billion links applied per day

8 billion emails delivered per month

10,000+ campaigns managed per month

500 million individual records available globally

1million authentications transactions per month

6 million interactive TV households

650 million social media profiles

35 million surveys per year

200 million cookied users

Are you leading or lagging in thecustomer managed relationships?

ONLINE DISPLAY SEARCH ENGINE MARKETING EMAIL MOBILE

VIDEO ON DEMAND SOCIAL MEDIA APPS INTERACTIVE TV

TODAY’S CHALLENGE

CONFIDENTIAL 7

COMMON ROADBLOCKS

Customer Conversations (Points of Friction)

Investments (Time, Money & Resources)

Shared Vision, Goals & Objectives

Integration Across Marketing Channels

Business Case & ROI Model

Data Integration & Management (Online & Offline)

Privacy & Compliance(Governance)

Test Plans, Analysis, Reporting Measurement & Attribution

RECOGNITION & RELEVANCY

DIRECTMASS

Low HighLow High

RiskPopulation

CONFIDENTIAL - FOR REFERENCE ONLY 8

• @DellOutlet sold $3 Billion through Twitter• Intuit community (TurboTax) = 30% increase unit sales each

year• Twelpforce reduced cost of sales support ($5 million

benefit)• Charles Schwab Jive community members complete 80%

more trades• Intel Channel Voice community decreases customer

conferences, saving $500k per• VW 2010 GTI 100% mobile launch• Lenovo community website 20% reduction in call center

activity

• P&G -> BeingGirl.com (2MM visitors per month)• Carnvial Cruise Lines -> Funville (128k posts on the forum)• Kraft’s Philadephia Cream Cheese -> The Real Women of

Philadelphia (30k women)• Nutrisystem Community (3MM members)• Weight Watchers Community (2.3 MM members)• Johnson & Johnson’s BabyCenter• NBC’s iVillage

• 25% of Ford’s marketing spend is on digital/social media• Genius.com software reports 24% social media leads

convert to sales• Moonfruit spent $15k on social = 300% increase in web

traffic; 20% increase in sales• eHarmony brand awareness increased 12% via email• American Airlines display ad retargeting of site visitors

achieved over 200% ROI

• 37% of Generation Y had brand awareness of Ford Fiesta before launch via social media

• PETCO.com products with reviews have 20% lower return rates (45% less for products with more than 25 reviews)

• MyFICO end-user created content accounts for 39% of all search traffic

• The Telegraph receives 8% of daily traffic from social media• Burger King Facebook app = 32MM free media impressions

($400k value)• Blendtec 500% increase in sales with “Will it blend?”

YouTube videos

Consumers create media and/or share media your company created

Example:Retweet, blog post, consumer ratingsand reviews, backlinks, email forward

Company uses or creates its own newchannels to advertise.

Example:Emails, website, Facebook fan page,catalog, corporate blog, retail stores

Company pays for media space or for a third party to promote the product.

Example:Traditional media-television, magazine,

newspaper, display ads

Your company invites other marketers to place their content on its owned

media.

Example:Ad space on website and emails,

product placements

9

Space Race

How will you advance with confidence…To Navigate The New Landscape?

12Shared Vision

Customer Value

Time

StrategicImpact

Ch

an

nels

Mom

en

ts o

f Tru

th

Events • Relocation• Store Opening• New Member• Renewal• New Category• Job Change• Marriage• Family• Seasonal • Holidays• Death

Conversations• Proper audience selection and recognition across

media• Fusing insights for unique treatments

(creative/copy/offer)• Personalized & coordinated engagement (omni

channel)• Automatic recalibration based on actual consumer

behavior

Current state

Desired state

Events

Segments

Signals

Value Add• CPA• AOV• LTV• Member tenure• Frequency of club shop• Category shop• Category penetration• eCommerce Sales• Net Promoter Score• Referrals• Regional Metrics• Attrition

Signals• Referring search/URL• Website clickstream• Tweet/blogging• Display ad click-

through• Transactions• Preference update• Call center• Inactivity• Site search• Email clickstream• Ratings/reviews• Login

frequency/recency• Social sentiment

Insights• Relationship profile• Interaction history• Brand advocacy• Product

propensities• Media preferences• Channel

preferences• Geodemographics• Interests &

attitudes• Monetary

indicators• Social indicators

STRICTLY CONFIDENTIAL

MOMENTS OF TRUTH

CONFIDENTIAL - FOR REFERENCE ONLY 14

MOT MAP EXCERCISE

Events (X) Signals (Data Feeds) Insights (Multi-Dimensional) Conversations (Reach/Engage) Value Add (+/-)

• Relocation• Job Change• Marriage• Travel• Family• Seasonal • Holidays• Likes FB Page• Recommends• New Category

• Referring search/URL• Website clickstream• Tweet/blogging• Display ad click-through• Preference update• Call center• Inactivity• Site search• Email clickstream• Ratings/reviews• Login frequency/recency• Social sentiment

• Relationship profile• Interaction history• Brand advocacy• Product propensities• Media preferences• Channel preferences• Geodemographics• Interests & attitudes• Monetary indicators• Social indicators

• Proper audience selection and recognition across media

• Fusing insights for unique treatments (creative/copy/offer)

• Personalized & coordinated engagement (omni channel)

• Automatic recalibration based on actual consumer behavior (continuous earning system)

• Efficiency Ratio • CPM• CPA• CLTV • Digital Sales • Net Promoter Score• Referrals• Regional Metrics• Attrition

14

VISUALIZE HOW DISNEY DELIVERS MAGIC …a GUEST “DAY-IN-THE-LIFE”

• Inclusive of all addressable channels

• Moves from multi to integrated channels

• Reflects inbound and outbound

• Builds upon ‘central nervous system’ approach

• Seeks ‘game-changer’ economic opportunities

Multi-Channel Enabled

Marketing Ecosystem

Distributed Data Sources

(Channel, LOB, Transactional, Subscription, Vendor, Partner,

3rd party)

Campaign MgmtBusiness Rules

Analytics/Decision MgmtTrigger ManagementEnterprise Integration

Campaign Management

Workflow & Setup Trigger Management

Content / Offer Mgmt Business Rules / Decision Mgmt

Predictive Modeling Analytics & Optimization

Insight & Linking

Hierarchy ManagementDigital / Device Linkage

Cross-Enterprise IntegrationOperational Data Store

Analytics

System of RecordOperational Data Store(s)

Consumer Linking

CAPABILITIES SOLUTIONS STACK

EngagementPersonalization (Real-time)

Preferences (Explicit/Implicit)Feedback Mechanisms

ACXIOM POV

Addressable Market >Targeting > Segmentation

17

WIN WITH THE WINNERS

PRIVATE CLIENT NETWORK

Your Audience, Addressable Anywhere, Reached with Certainty

Media Preferences

Channel Preferences

Product Propensities Just Your Audience

Anonymous Match

Customer Behavior

External Insights

Attitudes/Personas Partnership Ecosystem

Delivery Integration

Real Time Data Exchange

Match

Anonymize

EnhanceAdvertiser Audience

PublisherAudience

Online Display180 MM Profiles

Mobile86 MM Users

Social650 MM Profiles

Email70 MM Addresses

Call Center73 MM Numbers

Apps

Print144 MM Households

TV59 MM Households

Client Safe Haven Channel

ADDRESSABLE AUDIENCES

AMEX’s addressable high-value prospect counts by channel:

TBDAddresses

TBDAddresses

TBDUsers

TBDHH’s

TBDUsers

TBDProfiles

TBDSubscribers

Addressable Channels

Postal Email Display TV Mobile Social Print Call Center

TBD Phone #

Search

TBD Keywords #

Experiments Lab

SUCCESS FACTORS

20

Vision

Implementation Accountability

Data Insights

Planning

20Strictly Confidential

CONFIDENTIAL - FOR REFERENCE ONLY

THANK YOU.

Umporn TantipechAccount ExecutiveUmporn.tantipech@acxiom.comTEL 02 9032 3205 MBL 0406 497701

Barry StamosGlobal Practice LeaderMultichannel Engagement Strategybarry.stamos@acxiom.com