At the event we shared: • Trends in audience segmentation, automated campaigns and personalized marketing strategies • Success stories that companies are achieving with decision engines, automated conversation and campaign management to optimize resource efficiency and achieve greater marketing ROI

1. How to Optimize Customer Engagement at Every Interaction Emily Riley, Forrester Research Tim Suther, Acxiom Tweet Up: #GMPS www.facebook.com /acxiomcorp www.twitter.com /acxiom www.linkedin.com /companies/acxiom www.youtube.com /user/AcxiomCorporation

4. Are you ready to let marketers cherry pick your audience?

5. Agenda Fragmenting consumer behavior The needs of today’s marketer Evaluating new solutions

6. Welcome to the Splinternet

7. What is bringing about the Splinternet? Device proliferation Smart phones (and their apps) Interactive television eReaders Gaming consoles Password-protected content Closed social networks Firewalled content User-only environments

8. Let’s look at the history of the Splinternet

9. Programs and processes will be redefined

10. The Splinternet Causes Problems Unsearchable content Content experiences that vary from device to device Duplication or black holes of advertising A new environment for marketers where familiar rules don’t apply

11. What It Means for Media Advertisers have too many options Consumers have too many options Quality of experience suffers Control is lost

12. Old Methods Won’t Solve the Splinternet

13. Agenda Fragmenting consumer behavior The needs of today’s marketer Evaluating new solutions

14. More Channels Means More Work for Buyers and Sellers Forecast: US Display Advertising Spend, 2009 To 2014

15. Even as they Add Budget, Marketers Are Skeptical of Display Advertising’s Value

16. Marketers Still Spend The Most With Portals At the time of the survey demand-side platforms (DSPs) were too immature to ask about specifically. They would be represented here as part of “other.” Base: 175 marketers Source: Forrester’s US Interactive Marketing Forecast Online Survey, March 2009

19. Technology has come between Buyers and Sellers Media Buyer Third Party Demand Side Platforms Media Buying Agencies Ad Networks Data Providers Exchanges Ad Networks Sell-Side Platforms Media Seller

20. What it Means for Media Media buyers want to cherry pick your audience Technology companies run the pricing and availability of inventory Scale is improved, but quality can suffer

21. Agenda Fragmenting consumer behavior The needs of today’s marketer Evaluating new solutions

22. How does the consumer landscape evolve? Consumers expect on-demand content across devices Social interactivity becomes pervasive Rich applications for new devices like the iPad become differentiators

23. How do you address the Splinternet? Find and engage your consumers across platforms – now Improve multi-channel SEO Bet on rich engagement Bet on optimization of content and devices Test, test, test

24. What does the display ad future hold? Interactive Media Buyers will gravitate towards an automated solution Audience Buying will account for an increasing share of bulk media buys Real time bidding will improve the performance of many bulk media buys for both buyers and sellers

25. How do you address display advances? Embrace technology innovations Empower the sales team to sell audiences Staff up to improve analytics and data managment

26. How can you improve your revenue? Build out an Audience Targeting discipline Hire a few analysts to identify particularly valuable segments and standardize them Empower your sales support staff to look up availability and book for these segments Use search retargeting if you haven’t already

27. How can you improve your revenue? Test an SSP dashboard Decide if you want to manage the dashboard or take advantage of the SSP services You don’t have to float your inventory on an exchange for their technology to be useful Set it up as a central brain for your display center, but retain control of pricing and packaging Empower a small group who supports the sales team to build a cohesive offering

28. How can you improve your revenue? Hire internally Hire analysts Hire support trafficking staff Hire audience experts

29. Key Takeaways Interactive media organizations must keep up with consumer behavior multi-channel on-demand engaging content Interactive sales organizations must keep up with advertiser demands Audience selling Technology driven optimization Empowered staff

30. Thank you Emily Riley +1 212.857.0774 eriley@forrester.com www.forrester.com

31. How to Optimize Customer Engagement at Every Interaction Emily Riley, Forrester Research Tim Suther, Acxiom Tweet Up: #GMPS www.facebook.com /acxiomcorp www.twitter.com /acxiom www.linkedin.com /companies/acxiom www.youtube.com /user/AcxiomCorporation

32. 32 Acxiom CorporationOptimizing customer value at every interaction

33. Global Marketing Services and Technology Focused on audience and customer engagement Industry Recognition #1 US agency / #9 Worldwide agency – AdAge Top 20 Innovative Technology User- Information Week #1 in client satisfaction – leading market research firm Leader – Forrester Wave - Email Marketing Service Providers 2009 Quick Facts 5,700 clients in 40 countries 300,000 campaigns/year 5 billion consumers engaged/year $1.2 billion revenues. 70% under long-term contract NASDAQ – ACXM 33

35. Just 8% of their customers agree A crisis in customer engagement Source - Bain

36. 2Forrester Research A crisis in insight & focus…

37. 3comScore

39. Capability model for a connected world Target 15-30% of spend to redirect

40. Capability model for a connected world 40

41. 1. Reach/engage your audience + 500% Contribution to Overall Profit 0 Top 30% Next 50% Bottom 20% Customer Value Segment - 400% Contribution to Overall Profit Customer value varies greatly 41

42. Print 144mm Households Match Mobile 30mm Users Call Center 73 million numbers Anonymize Enhance Email 70mm Addresses Apps Social 650mm Profiles TV 14mm Households Online Display 200mm Profiles Audience Management System Update #s Your audience, addressable anywhere, reached with certainty Safe Haven Advertiser Publisher Just Your Audience Product Propensities Anonymous Match Channel Preferences Media Preferences Publisher Audience Advertiser Audience Customer Behavior Real Time Data Exchange External Insights Delivery Integration Attitudes / Personas Partnership Ecosystem

43. Capability model for a connected world 43

44. 2. Multidimensional Insight Sorry, there are no silver bullets 44

45. 2. Multidimensional Insight Just about online context/behavior?

46. 2. Multidimensional Insight Just about online context/behavior? 46

47. Capability model for a connected world 47

48. 48

49. Capability model for a connected world 49

50. 4. Personalized & coordinated engagement In the Marketing Democracy

51. Meet Becky WE KNOW who she is WE PREDICTED how she may behave WE NOTICED a trigger behavior Create this experience across media / channels 4. Personalized & coordinated engagement Illustration When Becky visits a site, audience insights are leveraged to personalize the engagement 51

52. Meet Becky WE KNOW who she is WE PREDICTED how she may behave WE NOTICED a trigger behavior Create this experience across media / channels 4. Personalized & coordinated engagement Illustration When Becky watches TV, audience insights are leveraged to personalize the engagement 52

53. Meet Becky WE KNOW who she is WE PREDICTED how she may behave WE NOTICED a trigger behavior Create this experience across media / channels 4. Personalized & coordinated engagement Illustration When Becky uses her iPhone, audience insights are leveraged to personalize the engagement 53

54. Capability model for a connected world Target 15-30% of spend to redirect

55. 55 55

56. Capability model for a connected world Delivering ROI Tech Firm $200 million revenue/yr $4.5 million OpEx/yr Retail Bank $100 million EBIT/yr Consumer Goods Firm $500 million revenue/yr Target 15-30% of spend to redirect 56

57. Capability model for a connected world Delivering ROI Target 15-30% of spend to redirect

58. Proven Ideas for Media & Advertising Multi-channel decision engine to drive circulation performance, enhanced by external consumer insights Participate in addressable advertising ecosystem – tap into Acxiom client base Bettermonetize the site – pre-flight, in-flight, post-flight Bettermonetize the subscriber base via more effective life-cycle management – insight-driven cross-sell; preference centers Multi-dimensional insight – derive & test Reweight SEO v SEM

59. Thank you. Questions?