2013 acxiom aims presentation
TRANSCRIPT
© 2013 Acxiom Corporation. All Rights
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© 2013 Acxiom Corporation. All Rights Reserved.
The Evolution of CRM in the Era of Big Data & Digital Technology
Making Better Connections to Deliver Better Results:
Presentation to
April 18, 2013
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Who Do We Work With?
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Consumers
Brands
Media
Partners
What Are We Trying to Connect?
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Agenda
Changing Landscaping
Resulting Paradigm Shift
Challenges for Direct Marketing
How You Might Address It
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What’s Changing ?
Email Usage DM Opens Telemarketing Conversion Rates
Sourcess: David Kay and Mark van Harmelen, (2012)
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5 globalastrologyblog.blogspo.com (2012)
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Our data lacks the detail
needed to drive effective
marketing solutions
What data will help drive
better business decisions.
Where to get it? How to
use it?
Our data stored in
different locations in
different format
With different usage
permissions
Not every record has a
prefect ‘match’
Data Chaos Analysis Chaos Decision Chaos
How do you translate
results into actions
In a timely manner
In a way that makes a
difference
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Trouble Is…
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1 TOO MUCH
DATA
2 NOT ENOUGH
INSIGHTS
3 TOUGH TO
CONNECT WITH THE RIGHT
CONSUMERS
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Why BAU Is So Hard?
Many companies prefer all components of its database to remain behind firewalls
- Good Luck with that
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So What’s Shifting ?
> Get More Data Use the Right Data
> Mass Media Addressable Media
> Advertising $$$ CRM $$$
> Push Messaging Triggered Messaging
---------- CRM Role within Organizations --------
> Attitudinal Data Behavioral Data
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The CEO’s Challenge What set of
corporate actions
will best increase
shareholder value?
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The CMO’s Challenge
How can I optimize
my marketing plans
this year so they
deliver higher sales at
a terrific ROI?
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The CRM Manager’s Challenge
How can we unlock the
value within our
customer database to
increase share of wallet
and market share?
My Share
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3 keys to growing your business via CRM :
(1) get the most from current customers - up-selling and cross-selling
(2) protect your existing share of market - avoid defection (3) profitably cultivate new customers - focusing on consumers with high LTV
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So how you get there?
Robust Understanding Of Current Customers / Segments
Mapping Customers’ Path to Purchase / Brand Touchpoints
Identifying & Isolating Factors Related to Purchase
Ideating Customer Recognition & Decisioning Scenarios
Specifying the Data, IT & Business Requirements to Achieve the Vision
Creating a Roadmap to Get There
Developing a Business Case for the Investment
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Better Targeting
More Relevant Messaging
Better Channel Selection
Improved Consumer Experience
Better Response Rates
Media Efficiencies
Higher Customer Satisfaction
Higher ROMI
Expected Outcomes
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IRI Panel
Crossmark
Store Sales Volume Metrics
MRI
Spending Media
Cross-category Purchases
Client
Cross-category Brand propensities Hoovers
Market Size
Forrester
Big Research
Omniture Cart Activity
Site Activities
Com Score
Pages Visited
Compete Time Spent
Social Media
Collective Intellect
Radian 6 Sentiment
tracx
Network Connectivity
Klout Influence
HH Activity
Technographics
Demographics
Psychographics
Econometrics
Lifestyle Interest
INFOBASE
Data Providing the Best Speed to Value
Merge – Segment – Score
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What You Can Do With It
Online Habits
E-Commerce Activity
Trad. Media Habits
Sales Data
Social Media
DM Email
Response
Demos &
HH Info
Rewards Program Activity
Audience Segmentation B/O Product Interests
Channel Utilization B/O Media Habits
CRM Messaging for NBO B/O Website Behaviors
Offer Management B/O Estimated LTV / Defection Risk
Dynamic Site Experiences B/O Customer Recognition
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What Next?
Take what you know about registered
consumers and use that information to interact with people
that are unknown
Registered Consumers
Unknown Consumers
High Value Look-Alikes
Previously Unaddressed
Segments
Competitive Conquests
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Analytics Platform
Consistent Recognition
How You Manage & Deliver It
Inventory Partners & Ad Serving
Site Analytics Anonymous
Known
Anonymize
Segments & Models
Onboard
Associate
Manage
Analyze
Segment
Distribute
Receive/Cleanse
Recognize
Manage
Analyze
Segment
Fulfill Content Delivery
Platforms
Safe Haven PC Data Onboarding
Premium Pub Partners
Online/Offline
Enhanced IB,
Predictive
Models,
Triggers
Data/Models
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Real-time Decisioning
Outbound Channels
Inbound / Interactive Channels
“Trigger” Targeting
“Push” Targeting
Campaign Management
Marketing
Databases
Content
Middleware, Business Rules
Analysis, Planning & Budgeting
Customer History
> Client Data > Third-Party Data > ETL Processes > Grouping Rules > Triggers
Campaign Execution
Customer Perception Product
Pricing Availability
Operational History
Content
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How You Deliver It
From: Kazee Derek - dkazee
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https://romeo.blkbx.com
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Analytics 2.0
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1 Attribution
2 Optimization
3 Allocation
Analytics Engine
Source: Market Share (2013)
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“VARS GA Neural Nets .. Oh my”
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MEDIA MIX OPTIMIZATION
Response curves
14.60
14.80
15.00
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15.80
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Tota
l Pro
duct
Uni
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Media Investment ($M)
Response Curves
Direct Mail
TV
OOH
Display
Radio
Search
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Points of Entry
Real-time Dynamic Marketing Engine
Automated File Generation
Automatically trigger marketing files, in real-
time, when changes occur.
Multi-Channel Execution Coordinated, trigger
communications via Web, ad targeting, phone, direct
mail, e-mail, SMS or other retail CRM system
Delta Monitoring Best-in-class tools to
continuously monitor your data to detect changes based
on timing, events, transactions and or thresholds
Ongoing Optimization Continuous marketing mix optimization to improve
targeting, offer and channel performance.
Real-time Consolidation Leading edge capabilities
to consolidate data streams from numerous
sources in a real-time environment
Prospects Leads Site Visitors Customers
Behavior Monitoring
Lead Sources
Call Centers
Sales Database
Websites Preference Centers
Social Loyalty Customer Care Interactive
Aspire Learn Shop Own / Service
Experience Re-Up-Cross-Sell Buy
E.I.M. Dynamic Life-Cycle Marketing
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Thank You
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