adma july 2010 final
TRANSCRIPT
1
Hope is not a Strategy
Driving customer engagement through
multi-channel personalised marketing
Tim Suther, CMO
ADMA Forum 2010
27 July 2010
About Acxiom
• Global marketing services and
technology company. Focused on
audience and customer engagement
• #2 worldwide CRM agency
• Ad Age 2010 ranking.
• Global Facts:
• 5,700 clients in 40 countries
• 300,000 campaigns/year
• 5 billion consumers engaged/year
• 1 trillion customer recognition events/year
Just 8%
of their customers agree
A crisis in customer engagement
Source - Bain
2Forrester Research
A crisis in insight & focus…
3comScore
Target 15-30% of spend to redirect
Capability model for a connected world
Capability model for a connected world
1. Reach/engage your audienceCustomer value varies greatly
- 400%
+ 500%
Top 30% Next 50% Bottom 20%
0
Customer Value Segment
Contribution to
Overall Profit
Contribution to
Overall Profit
1. Reach/engage your audienceMost firms are not getting their fair share of valuable buyers
PersonicX Consumer Segments
UV
In
de
x
UV
In
de
x
Retailer 1
PersonicX Consumer Segments
Retailer 2
UV
In
de
x
PersonicX Consumer Segments
Cookware/Kitchen
Accessories Buyer
UV
In
de
x
PersonicX Consumer Segments
Clothing/Apparel Buyer
Acxiom, comScore
1. Reach/engage your audience
13
Valuable buyers are hard to recognise
Acxiom, comScore
PersonicX Consumer Segments
UV
In
de
x
UV
In
de
x
Portal 1
PersonicX Consumer Segments
Portal 2
UV
In
de
x
PersonicX Consumer Segments
UV
In
de
x
PersonicX Consumer Segments
Portal 4Portal 3
1. Reach/engage your audienceValuable buyers are hard to recognise
PersonicX Consumer Segments
UV
In
de
x
UV
In
de
x
TV Network 1
PersonicX Consumer Segments
TV Network 2
UV
In
de
x
PersonicX Consumer Segments
UV
In
de
x
PersonicX Consumer Segments
TV Network 4TV Network 3
Therefore,
Most Firms…
Under-invest in
high value relationships
Over-invest in
low value relationships
1. Reach/engage your audience
Narrowcast. Not Broadcast.
Capability model for a connected world
2. Multidimensional InsightWhat do you see?
2. Multidimensional InsightSorry, there are no silver bullets
2. Multidimensional InsightJust about online context/behavior?
2. Multidimensional InsightJust about online context/behavior?
Capability model for a connected world
Capability model for a connected world
In the Marketing Democracy
4. Personalised & coordinated engagement
Create this experience across media / channels
Illustration
When Sue visits a site, audience
insights are leveraged to
personalise the engagement
4. Personalised & coordinated engagement
Meet Sue
WE NOTICEDa trigger behavior
WE KNOWwho she is
WE PREDICTEDhow she may behave
Create this experience across media / channels
Illustration
4. Personalised & coordinated engagement
When Sue watches TV,
audience insights are leveraged
to personalise the engagementMeet Sue
WE NOTICEDa trigger behavior
WE KNOWwho she is
WE PREDICTEDhow she may behave
Create this experience across media / channels
Illustration
4. Personalised & coordinated engagement
When Sue uses her iPhone,
audience insights are leveraged to
personalise the engagementMeet Sue
WE NOTICEDa trigger behavior
WE KNOWwho she is
WE PREDICTEDhow she may behave
Summarising the capability modelHidden in plain sight
These are the lessons of direct marketing
They work across all channels
Sound Obvious?
“… too many shortcomings to be seriously considered as a
means of communication. The device is inherently of no
value to us.“
Western Union memo on potential for the telephone, 1876
Sound Obvious?
"We don't like their sound, and guitar music is on the way
out.“
Decca Recording Co. rejecting the Beatles, 1962
Sound Obvious?
“Needs a stronger supporting cast.“
“Almost totally free from humor.”
Audience testing for Seinfeld, 1989
Capability model for a connected worldKey requirements
Partnership ecosystem
Differentiated value of customers
Strategy, analytics & creative skills
High performance matching engine
Personalisation engine
“Logical” central nervous system
Capability model for a connected worldDelivering ROI
Target 15-30% of spend to redirect
Tech Firm
$200 million revenue/yr
$4.5 million OpEx/yr
Retail Bank
$100 million EBIT/yr
Consumer Packaged Goods Firm
$500 million revenue/yr
Capability model for a connected worldDelivering ROI
Target 15-30% of spend to redirect
Personalised experiences…...4-5X ROI
Concentrate ad spend………..3-5X ROI
Connect web footprints
& outbound messaging….….....2X ROI
Connect print & digital…….......4X ROI
Connect call center
& digital………………………...3-5X ROI
Connect mobile & email….….7.5X ROI
Connect TV/offline…………….17X ROI
What could have been
owned
but couldn’t
become
What could have been
owned
but couldn’t
become
What could have been
owned
but couldn’t
become
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?
