DBS: Acxiom Workshop: Data, The New Enterprise Asset

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© 2012 Acxiom Corporation. All Rights Reserved. DIGIDAY BRAND SUMMIT CAN YOU REALLY FAKE CUSTOMER CENTRICITY? Kathy Hecht, VP Marketing, Acxiom December 4, 2012 AC-XXXX-XX

description

Based upon recent research conducted with the Digiday audience, survey results reveal that while marketers want to use data to provide customer-centric experiences, they struggle to make sense of the vast information flowing into their marketing processes while juggling new channels, response options and meeting consumer expectations. Best practices for the use of marketable data often shift from behavior and intent to third-party search and social. While they realize they must find the data connections that maximize the value of customer relationships, their aspirations are often misaligned with organizations’ overall strategy. Nonetheless, they must prepare to connect customer data toward better experiences and results while maintaining the proper balance between consumer privacy and marketing profitability. Speaker: Kathy Hecht, vp marketing, Acxiom Corporatio

Transcript of DBS: Acxiom Workshop: Data, The New Enterprise Asset

© 2012 Acxiom Corporation. All Rights Reserved.

DIGIDAY BRAND SUMMIT

CAN YOU REALLY FAKE CUSTOMER CENTRICITY?

Kathy Hecht, VP Marketing, Acxiom

December 4, 2012

AC-XXXX-XX

“I’LL HAVE WHAT SHE’S HAVING.”

HOW MANY OF YOU FAKE IT?

THE COMPANY YOU’RE IN…

Many highly self-assess their own customer-centric capabilities…

Yet, few can measure value at customer level!

We have a relentless focus on building cus-tomer insights to better understand and recognize high value customer segments

Have or will have value score for each customer

48%

21%

WHY IS THIS HAPPENING?

Lack of Resources: 22%

Incorrect Measures/Incentives: 24%

Lack of Data or Technology: 54%

POOR DATA INTEGRATION ABOUNDS

70% of marketers poorly integrate data from online & offline sources

RESULT: POOR CUSTOMER RECOGNITION

74% of marketers poorly recognize customers in real time

Really.

CREATING CUSTOMER CENTRICITY…

AUTOMAKER

KEY PURCHASE DRIVERS

> Timing is EVERYTHING

> Broad market conditionsSILO AND INCOMPLETE DATA

AUTOMAKER

WHAT DID THEY DO?

> Corrected incomplete data > Central data repository > Custom analytics focus on “in market”> Marketing memory of channel performance

AUTOMAKER

RESULTS

> $500 million in annual contribution margin> $20 million in operational cost savings

GLOBAL HOSPITALITY

VACATION OWNERSHIP KEY DRIVERS

> Visit before you buy

> Market conditions for discretionary spendingGUEST EQUALITY

GLOBAL HOSPITALITY

WHAT DID THEY DO?

> Moved beyond basic segmentation> Used ALL relevant data to model/score> Quantity or Quality criteria> Scalable solution

GLOBAL HOSPITALITY

RESULTS

> Lower quantity/Higher quality of leads> Improved marketing ROI> 50% increase in Volume per Guest

> CREATE COMPLETE AND ACCESSIBLE DATA

> ASSIGN CUSTOMER VALUE

> INVEST PROPORTIONATELY

SO, WHAT CAN YOU DO?

IF YOU’RE DOING IT RIGHT…

THERE’S NO NEED TO FAKE IT!