2014 email evolution conference closing keynote presentation

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What (if anything) did we learn today?

Email Evolution ConferenceJanuary 2014Ryan PhelanVice President, Global Email StrategyAcxiom

@ryanpphelan #eec14

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No, not that far

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Arnold elected governor of california

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Space shuttle columbia was lost

Photo Courtesy of NASA

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NYC Blackout

Photo by Vincent Laforet

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War in iraq started

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RodRoddyJohnnyCash

JohnRitterBobHope

MadameChiang Kai-shek (105)

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Can-spam was released

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According to IBM, 90% of the data in the world today

was created in the last 2 years aloneBig Data: Getting Ready For The 2013 Big Bang

http://www.forbes.com/sites/ciocentral/2013/01/15/big-data-get-ready-for-the-2013-big-bang/

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Gardner believes that enterprise data will grow 650% in the next five years, while IDC argues that the

world's information now

doubles about every year and a half.

Big Data: Getting Ready For The 2013 Big Bang http://www.forbes.com/sites/ciocentral/2013/01/15/big-data-get-ready-for-the-2013-big-bang/

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According to IDC, in 2012 we created 2.8 zetabytes of data and we will

generate 40 zetabytes by 2020

Big Data: Getting Ready For The 2013 Big Bang http://www.forbes.com/sites/ciocentral/2013/01/15/big-data-get-ready-for-the-2013-big-bang/

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“Try not. Do or do not. There is no try.”

- Yoda

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Why don’t we have

fundamental sweeping industry wide

change?Why can’t we

take the leap?

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Loren McDonald

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Send More Email

Get More Reach

Sell More

Products

Make a Profit

Adapted from Seth Godin, How to get your ideas to spread

Email-Industrial Complex

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SALE

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80% of the functionality of

any ESP is unused or

under-

utilized- John Caldwell

RedPillEmail

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From The Twitter…

SIX MINUTESHow long the average teenager can concentrate on homework before switching to a tech distraction

- Brian Solis

USE VIDEO IN EMAILAdding video in key campaigns can and does increase CTR and Conversion - Justin Foster

Big Data – Cadence - ZMOT – Engagement – Brand Equity

EMAIL PRIVACY AND PROTECTIONDon’t collect more data than you intend to use responsibly- Sal Tripi

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The marketing that I see is like we are paying people to be friends with us

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We must have fundamental change in how we think, act and market

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Let’s change the conversation from

engagement marketing to emails application of

Experience Design

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© 2013 Acxiom Corporation. All Rights Reserved.34Images courtesy of Email Data Source

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Images provided with permission by Moosejaw

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Picture ofa giraffe

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FUNNY STUFF

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Define your current programs and optimizations

Brainstorm on what you would LOVE to do

Set priorities about what you can do

GO and track your progress

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Instead of selling a thing, develop a campaign around

how your customer would

use it

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Aggregate View

Reporting concepts must evolve

Campaign Level

Most marketers are incorrectly looking at reporting in the aggregate performance. Attribution is always flawed which leaves the marketer ignorant to the levers that need to be pulled

Percentage of Lift Control Groups

Engagement Based

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The Pac-Man of Death…

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4. test

We must test…more

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Don’t just subject line test

Don’t be boring

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“Quick is good - relentless is better”

-Robert Herjavec @robertherjavec

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“Don't look back. You are not going that

way.” “Brian Solis”

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Questions?

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Ryan PhelanVice President, Strategic Servicesryan.phelan@acxiom.com402-630-5836

Thank you!

Keep the learning going. Follow me on twitter @ryanpphelan @acxiom