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Chris MarriottVP, Global Agency Services

Acxiom

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In the Beginning There Was…

Maslow's Hierarchy of Needs

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And Then We Had….

Gronroos’s Model of Service Quality

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And Finally…

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© 2009 Acxiom Corporation. All Rights Reserved.

The Ground Hog Day Theory of Marketing

The Director’s Cut

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Non-linear accounts for 1/3 of mass-market TV viewing

Media glut = tuning out

– Between 30–50% of users have spam blockers

– At least 20% have pop-up blockers

– 58% regularly delete the tracking cookies

People don’t share ads… they read & share things that interest them…

Sources: Ramsey Report, eMarketer, Oliver Wyman

Why Do We Need a New Theory?

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Why Do We Need a New Theory?

“Google always gets me everything I want, whenever I want it, so I don’t have to pay attention until it’s convenient for me”

Media hyper-saturation

+ Time-shifting technologies

+ Selective filtering

Consumers who choose to remain“unaware” until they inform themselves

Your marketing is a faucet with each customer’s hand on the spigot

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Why Do We Need a New Theory?Because when consumers are ready to listen to your marketing pitch you need to be prepared

Being prepared means recognizing repeat customers, and being well-prepared for prospects

Doing so shows that you respect their time, and value their business

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The Ground Hog Day Theory of Marketing

Remember every interaction (and learn!)–Know where I’ll be seeing you

–Whenever & wherever I see you, recognize me & treat me like an old friend

Seek to understand & predict–Build strategies around me

–Remember what I’ve already told you

–Know what I might – & might not – be interested in at that moment

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Bill Murray Demonstrates the Theory

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The Tools You’ll Need

Customer Recognition + Smart Data + Personalization

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This Is How a Consumer Looks to Most Marketers…

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“Do You Really Know Me?”

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OK, Now You've Got Recognition Nailed

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Recognizing Customers & Prospects When They Are Anonymous

How can you identify whether a person is a customer or a prospect in the online channel?

Most common used identifiers are data passed through:

–Cookies (resides on person’s computer)

–Tracking links in email/web

–Site side technology (similar to cookies) can identify users by their IP addresses

–Email address

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Name Contact & Life stageChanges

Touch Points

CallCenter

DirectMarketing

Brick & Mortar

Website

AddressHomePhone

Computer

CellPhone

eMail

CustomerSupport

DigitalCampaign

It Has Always Been Difficult to Track Customer Interactions… Now It Seems Impossible

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You Don’t Have To Boil The Ocean

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Email Personalization

Integrated Best PracticesEmail Header Optimized for mobile devicesWeb-version

Dynamic sidebarAccount InformationPhone-specific links

Personalized ContentArticles tailored for your plan, your equipmentUp-sell opportunities

Integration of Social MediaFacebook, Twitter, Youtube

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Display Ad Personalization

Capture specific behaviors on your site or in email, store that in a cookie and then deliver ads to those visitors when they are on other sites

Audience Integrity: Know the Who

– Capture dynamic website actions (travel dates, zip codes, etc.)

– Serves only to your in-market audience

– Segment visitors by their actions

– Suppress converters from campaigns

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Someone visitsyour site11

Serve relevant ads later by shopping Behavior33

Relevance-XRetargeting

Shopping Behaviors are Captured 22

Display Ad Personalization

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Visitor Segment data collected by JavaScript Tag is sent to Acxiom servers

Page JavaScript Tagis triggered and calls

for Content

Visitor arrives at the client website through

Selected creative is delivered to display on client’s Website

Segment data is processed,

Rules Engine determines creative

treatment that is to be applied

User InterfaceRules Engine

Client or Akamai creative hosting

Dynamically modifying the content on your websiteto match the needs and interests of individual visitors…

…on the fly…as they arrive at your site…while they browse your site…and as they leave your site

Dynamically modifying the content on your websiteto match the needs and interests of individual visitors…

…on the fly…as they arrive at your site…while they browse your site…and as they leave your site

Website Personalization

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When You Can Connect The Dots, It Looks Like This….

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Where to Start: Think Campaigns, Not TacticsThere is a connection between display, search and email—it’s not the single exposure alone that gets Andie McDowell to act, but the context of all the marketing that preceded it

It is not enough to anticipate the outcomes of your efforts, they must also be planned for

–What to you do after you’ve gotten a prospect to click?

–What do you do after they’ve opted-in to email?

Gather and fuse customers insights into your ongoing tactics

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Attract Engage Convert Retain

Somewhat Successful Very SuccessfulRarely Successful

Mobile

Social Marketing

SEM

Rich Media

Email Marketing

Micro Sites

Think Campaigns, Not Tactics

Advocate

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Today

Acxiom Objective for Dell

What We Know

• Email address• Source (babies/parenting)

While registering on Moms.com, Rosa Zapatta signs up to receive email updates and offers from Dell.

We Meet Rosa Zapatta

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Acxiom Objective for Dell

What We Know

• Email address• Source (babies/parenting)

• PC usage preferences

Rosa receives a Welcome Email from Dell and answers a poll question, letting us know she uses her PC for email, web surfing and photos.

Co-Reg Welcome Email

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Acxiom Objective for Dell

What We Know

• Email address• Source (babies/parenting)• PC usage preferences

• Social networking influencer

Rosa responds to a Dell email asking her to join the Dell for Education group on Facebook. Rosa’s friends see the group in her newsfeed and join as well. They learn more… and shop.

Social Networking Email

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What We Know

• Email address• Source (babies/parenting)• PC usage preferences• Social networking

influencer

• Interest in Inspiron laptop• Cell phone number

Rosa clicks on an offer for a $499 laptop. She saves a configured system in her shopping cart but does not buy it yet. Provides mobile # for price alerts.

Deals Email

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Acxiom Objective for Dell

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What We Know

• Email address• Source (babies/parenting)• PC usage preferences• Social networking

influencer• Interest in Inspiron laptop• Cell phone number

SMS Sale Alert

A couple of days later, Rosa receives an SMS alert about a deal on the laptop she was interested in and offer for free shipping on her purchase.

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Today

Acxiom Objective for Dell

What We Know

• Email address• Source (babies/parenting)• PC usage preferences• Social networking

influencer• Interest in Inspiron laptop• Cell phone number

Addressable Display

Later in the week, Rosa sees a targeted display ad promoting the laptop she was interested in buying.

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Today

Acxiom Objective for Dell

What We Know

• Email address• Source (babies/parenting)• PC usage preferences• Social networking

influencer• Interest in Inspiron laptop• Cell phone number

• Name and address• Lifestyle cluster

Rosa realizes the laptop comes in multiple colors… and buys the laptop in green.

Laptop Purchase

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Today

Acxiom Objective for Dell

What We Know

• Email address• Source (babies/parenting)• PC usage preferences• Social networking

influencer• Purchase of Inspiron

laptop• Cell phone number • Name and address• Lifestyle cluster

• Accessory purchase

Later, Rosa checks her email on Hotmail. She sees an ad based on her recent laptop purchase and buys an extra battery.

Collaborative Targeting

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Today

Acxiom Objective for Dell

What We Know

• Email address• Source (babies/parenting)• PC usage preferences• Social networking

influencer• Purchase of Inspiron

laptop• Cell phone number • Name and address• Lifestyle cluster• Accessory purchase

• Digital camera owner

After Rosa receives her laptop, she gets a Welcome Email with tips for her new PC and offers based on her lifestyle. She buys a photo printer.

New Customer Welcome Email

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Today

Acxiom Objective for Dell

What We Know

• Email address• Source (babies/parenting)• PC usage preferences• Social networking

influencer• Purchase of Inspiron

laptop• Cell phone number • Name and address• Lifestyle cluster• Accessory purchase• Digital camera owner

The next week, Rosa gets a second Welcome email featuring articles on ways she can use her PC… and tips and tricks for photo printing.

New Customer Welcome Email 2

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The Right MessageWe know she has a baby, owns a digital camera, buys computer accessories, purchased a certain laptop, and uses her PC for email, web surfing and photos.We know her address, income level, interests, lifestyle cluster, job title and where she works.She bought a new desktop and changed her job title.

When things change for Rosa, so do the messages she receives. Her communications are always relevant, timely and personally engaging.

Ongoing Communications… That Learn

The Right PlaceWe know what social networks she uses, that she checks her Blackberry often and her preference for Home offers.She just got an iPhone.

The Right TimingWe know when she bought her notebook, when she bought her computer accessories and when she opens emails most often.She checks email more on weekends.

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But if You Do Want to Boil the Ocean…

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Where There’s a Will There’s a Way

In theory, most marketers should be able to very accurately measure their online marketing activities

The main obstacles in most companies to an effective measurement strategy is money and organizational issues

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Audience Management SystemYour audience, addressable anywhere, reached with certainty

Safe Haven

Online Display200mm Profiles

AdvertiserAudience

PublisherAudience

Advertiser

Enhance

Anonymize

Match

Just Your Audience

Anonymous Match

Real Time Data Exchange

Delivery Integration

Partnership Ecosystem

Product Propensities

Channel Preferences

Media Preferences

Customer Behavior

External Insights

Attitudes / Personas Print144mm Households

Mobile86 mm Users

Email70mm Addresses

TV59 mm Households

Social650mm Profiles

Call Center73 million numbers

Apps

Publisher

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Product Propensities

Propensities across the conversion funnel

Next best product to sellLikelihood to recommend

Product Propensities

Propensities across the conversion funnel

Next best product to sellLikelihood to recommend

Media PreferencesMedia consumptionExplicit preferencesImplicit preferencesContext preferences

Contact/cadence strategy

Media PreferencesMedia consumptionExplicit preferencesImplicit preferencesContext preferences

Contact/cadence strategy

Channel Preferences

Shopping pathwayPreferred buying channel

Preferred research channelPreferred service channel

Channel Preferences

Shopping pathwayPreferred buying channel

Preferred research channelPreferred service channel

Interests & Attitudes

Purchase intent by categoryRecreational interests

Social Causes

Interests & Attitudes

Purchase intent by categoryRecreational interests

Social Causes

GeodemographicsAge

OccupationGenderLocationEthnicity

Family / size of householdLife stage / life event

GeodemographicsAge

OccupationGenderLocationEthnicity

Family / size of householdLife stage / life event

Monetary Indicators

Income indicatorWealth indicator

Discretionary spendingReal property indicators

Monetary Indicators

Income indicatorWealth indicator

Discretionary spendingReal property indicators

Relationship Profile

Customer segment historyProduct ownership history

Current & lifetime valueShare of wallet

Marketing budget by customer

Relationship Profile

Customer segment historyProduct ownership history

Current & lifetime valueShare of wallet

Marketing budget by customer

Interaction HistoryService history

Promotion historyResponse historyAcross channels

Interaction HistoryService history

Promotion historyResponse historyAcross channels

Brand AdvocacyNet Promoter Score

Degree of social influenceBrand metrics at customer level

Brand AdvocacyNet Promoter Score

Degree of social influenceBrand metrics at customer level

Multidimensional InsightAcxiom enables multidimensional consumer insight & recognition

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Customer Data Sources

ClientMarketingDatabases

InfoBaseEnhancementsSegmentation

CampaignProcesses & 3rd Party Apps

3rd PartyData

Insight Mgmt. Analytic Tools& Data Marts

Closed-LoopResponseAnalysis & Rptg.

Transactional Data

Website

Direct Mail

Call Center

In StoreNetworks

Email

DisplayMobile Text

Mobile Apps

In StoreMobile

SocialMedia

ITV

ConnectedDevices

CustomMedia“Logical” Central Nervous System

• Correlate consumer behavior with marketing/advertising across channels

over time• Send and receive signals that influence consumer behavior

• Integrate customer data sources and touch points • Integrated Partner Ecosystem

• Play the data as it lies

Marketing Central Nervous SystemAcxiom enables radically improved performance across channels

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The global interactive marketing services company

Thank you. Questions?