Apresentação de Tim Suther, Chefe de Operações de Marketing e Vice-presidente da Acxiom, sobre o conceito de Marketing 360°, ações em multicanais

1. HOPE IS NOT A
STRATEGY
A capability model for
successfully reaching and engaging consumers
November 17, 2011
© 2011 Acxiom Corporation. All Rights Reserved.

2. ABOUT ACXIOM
> Vision: to be the most trusted partner for
providing actionable customer insights to
marketing leaders and their suppliers
worldwide
> Mission: Acxiom refines data into insights
to help marketing leaders make better
business decisions
> Quick Facts:
• 8,800 clients in 40 countries
• Process 18 trillion consumer updates / year
• Over 7,000 managed databases
• NASDAQ: ACXM

3. ACXIOM TRUSTED PARTNERS
Financial Services
Automotive
Retail
Communications, Media & Technology
Insurance
Travel & Entertainment
The trademarks and registered trademarks on this page are the property of their respective owners.
3

4. MARKETING IS AT A CRITICAL
JUNCTURE!
(JUST LIKE THE TRAFFIC IN SÃO PAULO)
4

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

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

7. 3comScore

9. CAPABILITY MODEL
FOR A CONNECTED WORLD

10. CAPABILITY MODEL
FOR A CONNECTED WORLD

11. 1. REACH / ENGAGE YOUR AUDIENCE
Customer value varies greatly
+ 500%
Contribution to
Overall Profit
0
Customer Value Segment Top 30% Next 50% Bottom 20%
Contribution to
Overall Profit
- 400%

12. 1. REACH / ENGAGE YOUR AUDIENCE
Most firms are not getting their fair share of valuable buyers
Retailer 1 Retailer 2
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
Cookware/Kitchen Clothing/Apparel Buyer
Accessories Buyer
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
Acxiom, comScore

13. 1. REACH / ENGAGE YOUR AUDIENCE
Valuable buyers are hard to recognize
Portal 1 Portal 2
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
Portal 3 Portal 4
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
Acxiom, comScore 13

14. 1. REACH / ENGAGE YOUR AUDIENCE
Valuable buyers are hard to recognize
TV Network 1 TV Network 2
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments
TV Network 3 TV Network 4
UV Index
UV Index
Personicx Consumer Segments Personicx Consumer Segments

15. Therefore,
Most Firms…
Under-invest in
high value relationships
Over-invest in
low value relationships

16. 1. REACH / ENGAGE YOUR AUDIENCE
Narrowcast, not broadcast
Retailer 1 v Portal 1
This retailer’s best customers
are under-represented on this portal
UV Index
PersonicX Consumer Segments

17. CAPABILITY MODEL
FOR A CONNECTED WORLD

18. 2. MULTIDIMENSIONAL INSIGHT
What do you see?

19. 2. MULTIDIMENSIONAL INSIGHT
Just about online context / behavior?

20. 2. MULTIDIMENSIONAL INSIGHT
Just about online context / behavior?

21. RELIANCE ON THE 18-49 DEMOGRAPHIC IS
HAZARDOUS TO ALL MEDIA AND MARKETERS
David Poltrack, CBS

22. IF I ASKED MY CUSTOMERS WHAT THEY WANT, THEY
SIMPLY WOULD HAVE SAID A FASTER HORSE
Henry Ford
22

23. 2. MULTIDIMENSIONAL INSIGHT

24. CAPABILITY MODEL
FOR A CONNECTED WORLD

27. 3. MARKETING CENTRAL NERVOUS SYSTEM
Data quality matters

29. CAPABILITY MODEL
FOR A CONNECTED WORLD

30. CONSUMERS ARE BOSS
I’m in charge here…and you’re not
REMEMBER EVERY
INTERACTION & LEARN

31. 4. PERSONALIZED & COORDINATED
ENGAGEMENT
Illustration
Meet Isabela When Isabela
visits a site,
audience
Age
37 insights are
Married, 2 children,
high value leveraged to
personalize the
engagement
We know:
• Social Class, Estimated Income, Household Demographics
• Preferred media, channel & cadence
• Transaction & response behavior
We predicted:
• Loyalty / attrition score
• Brand affinity & product propensity
• Brand image & price sensitivity score
• Product attribute / demand score
We noticed:
She has been searching online for travel packages and filled
out an itinerary form on Travel Tours website for two adults
and two children to Miami but did not purchase
Create this experience across media /

32. 4. PERSONALIZED & COORDINATED
ENGAGEMENT
Illustration
Meet Isabela When Isabela
uses her iPhone,
audience
Age
37 insights are
Married, 2 children,
high value leveraged to
personalize the
engagement
We know:
• Social Class, Estimated Income, Household Demographics
• Preferred media, channel & cadence
• Transaction & response behavior
We predicted:
• Loyalty / attrition score
• Brand affinity & product propensity
• Brand image & price sensitivity score
• Product attribute / demand score
We noticed:
She has been searching online for travel packages and filled
out an itinerary form on Travel Tours website for two adults
and two children to Miami but did not purchase
Create this experience across media /

33. 4. PERSONALIZED & COORDINATED
ENGAGEMENT
Illustration
Meet Isabela When Isabela
watches TV,
audience
Age
37 insights are
Married, 2 children,
high value leveraged to
personalize the
engagement
We know:
• Social Class, Estimated Income, Household Demographics
• Preferred media, channel & cadence
• Transaction & response behavior
We predicted:
• Loyalty / attrition score
• Brand affinity & product propensity
• Brand image & price sensitivity score
• Product attribute / demand score
We noticed:
She has been searching online for travel packages and filled
out an itinerary form on Travel Tours website for two adults
and two children to Miami but did not purchase
Create this experience across media /

34. THE NEED FOR A SAFE HAVEN
Your audience, addressable anywhere, reached with certainty
YOUR MONEY.
YOUR INSIGHT.
34

35. CAPABILITY MODEL
FOR A CONNECTED WORLD

36. CAPABILITY MODEL
FOR A CONNECTED WORLD
+15-30% +10-15% +5-7%
Marketing ROI Customer portfolio value Points of margin

37. CAPABILITY MODEL
FOR A CONNECTED WORLD
Easy Money Big Money
Personalized experiences…...4-5X ROI Tech Firm
$200 million revenue/yr
Concentrate ad spend………..3-5X ROI $4.5 million OpEx/yr
Connect web footprints Retail Bank
& outbound messaging….….....2X ROI $100 million EBIT/yr
Connect print & digital…….......4X ROI
CPG Firm
Connect call center $500 million revenue/yr
& digital………………………...3-5X ROI
Connect mobile & email….….7.5X ROI
Connect TV/offline…………….17X ROI

38. NOW WHAT?

40. HOPE IS NOT A STRATEGY!
40

41. CAPABILITY MODEL
FOR A CONNECTED WORLD
Top 10 best practices
Applied Insight
Prioritize your proprietary insight
Data rights as part of every ad buy discussion
Safe haven to reach mutual customers of trusted business partners
Strategy
Prioritize deeply branded experiences
Define success as improving customer portfolio value
Alter media mix and primary research approach
Partners should be agents not principals
Optimize the enterprise
Organizational Capability
Fuse proprietary analytics with customer recognition to personalize
Marketing central nervous system to influence and sense
41

42. UH, NOT EXACTLY…
42

43. WHAT COULD HAVE BEEN
owned
but couldn’t become

44. WHAT COULD HAVE BEEN
owned
but couldn’t become

45. WHAT COULD HAVE BEEN
owned
but couldn’t become

46. WHAT COULD HAVE BEEN
It’s not enough…
A great customer base
A great product
A great strategy
A great team
Darwin always wins.
Will you?

47. THANK YOU. OBRIGADO.
QUESTIONS? PERGUNTAS?
Acxiom Brasil
São Paulo | +55 11 3052 2111
Alameda Lorena, 638/114
Jardim Paulista, São Paulo, SP
01424-000
Porto Alegre | +55 51 3230 4400
Av. Padre Cacique, 320/3º andar B
Menino Deus, Porto Alegre, RS
90810-240
www.acxiom.com.br
© 2011 Acxiom Corporation. All Rights Reserved.

48. CAPABILITY MODEL
FOR A CONNECTED WORLD
+15-30% +10-15% +5-7%
Marketing ROI Customer portfolio value Points of margin
> Increase targeting efficiency & > Improve health and breadth of > Increase number of enduringly
better attribute results to spend. insight about customers. loyal customers.
> Better influence & sense > Acquire & extend more profitable > Effectively cultivate word of
consumer behavior. relationships. mouth.
> More effective media > Redirect less profitable > Optimize use of pricing
substitution. Coherently integrate relationships. incentives.
new media. > Establish CLV-oriented KPIs to > De-commoditize intent.
> Improve marketing results with guide decision-making. > Minimize auction risk of your
trusted partners. > Optimize customer segments & consumer insight.
> Recapture value from ad tech multichannel contact strategies.
intermediaries. > Increase number of recognizable
> Improve test & learn consumers.
performance. > Increase ability to recognize
> Integrate & rationalize systems to consumers across channels.
reduce cost.
> Faster time to market.
> Real-time personalized offers.