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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
“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!
© 2012 Acxiom Corporation. All Rights Reserved.
THANK YOU.
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