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Thursday 15 OctoberHam Yard Hotel
@DMA_UK #cab2015
Taking the lead: customer acquisition
barometer 2015
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Welcome
Chris Combemale, CEO, DMA Group
@DMA_UK
In partnership with
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Introduction from the Chair
Caroline Worboys, DMA Group Board Member
In partnership with
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Research results
Paul Seabrook, Managing Director, Beautiful Insights
@beautinsights
Thomas Ridley-Siegert, Research Manager, DMA
@DMA_UK
In partnership with
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Why acquisition?
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• Nearly 7000 views on the DMA website
• 400 views of the focus group video
Last year’s report
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“The first step in exceeding customer's expectations is to know
those expectations” – Roy H. Williams
Why do it again?
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How did we do it?
Focus Group
Marketers
Consumers
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The findings…
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The Preference Gap
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Email is the most used
consumer acquisition
channel
Marketers
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Audience participation
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74%
28%21%
15% 13%
60%
40%
11% 10% 9%
84%78%
59% 56% 56%
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Marketers
MarketersConsumers
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12% 12% 13% 14% 15%4% 7% 8% 9% 10%
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Marketers
MarketersConsumers
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Focus Groups Focus Group
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The Data Gap
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Consumers are willing to share information via email Consumers
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ConsumersConsumers will share info for loyalty
schemes but not for exclusive content
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Budget is the largest challenge to consumer acquisition Marketers
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Focus Groups Focus Group
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Tripling in marketers not conducting audits Marketers
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Marketers acknowledge that acquisition will become harderMarketers
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The Effectiveness Gap
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Most/least trusted channels for data sharingConsumers
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The Quality Gap
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Marketers
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57%
13%
27%
3%
61%
9%
27%
3%
51%
19%
27%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
acquisition retention split equally other
2015 B2B
Acquisition remains a priority for next yearMarketers
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42%
33%
10%
5%
10%
53%
24%
8%
4%
11%
24%
48%
13%
6%8%
0%
10%
20%
30%
40%
50%
60%
Quality of leads Cost peracquisition
Quantity ofleads
Cost per lead Other
2015 B2B B2C
B2B target quality of leads, B2C target cost-per-acquisition Marketers
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47%
35%
11%8%
47%
40%
8%
4%
48%
25%
16%13%
0%
10%
20%
30%
40%
50%
60%
improving quantityof leads
improving quality ofleads
reducing cost peracquisition
Other
2015 B2B B2C
BUT, next year both prioritise improving quantity of leadsMarketers
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The Expertise Gap
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66%
6%
28%
71%
6%
23%
59%
6%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
in-house outsourced split
2015 B2B B2C
Majority of customer acquisition is conducted in-houseMarketers
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64%
8%
28%
69%
8%
23%
57%
8%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
in-house outsourced split
2015 B2B B2C
Similar acquisition plan for next year too Marketers
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Focus Groups
Focus Group
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Focus Group
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Focus Group
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IT’S NOT CHEATING WHEN IT’S YOUR
DREAM TEAM2014/15 acquisition campaign
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Introduction
Greg Halfacre
Audience development manager, The Sun
@greghalfacre
Mike Maxwell
Associate strategy director, Wunderman
@mjmaxwell
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What are we going to talk about
• Introduce fantasy football and Dream
Team
• Provide an overview of insights
• How we used our insights to create a
relationship
• Results
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Competitors
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The challenge
Get 600k people to provide
payment details to play
fantasy football
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Audience
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Our audience
• Young
• Football mad
• Loves winding up his mates
• Mobile first and digitally minded
• Competitive
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Chairmen
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High rollers
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Managers
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What we did
1. Found an insight
2. Tap into data to build an affinity
based on that insight
3. Use the insight to drive our
conversation
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Football fans cheat on
their team
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56% Arsenal fans
picked a Spurs
player
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92% of Palace fans
had no Palace players
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76% of Chelsea
fans picked a Spurs player
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What we did
1. Found an insight
2. Tap into data to build an affinity
based on that insight
3. Use the insight to drive our
conversation
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Direct Mail
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What we did
1. Found an insight
2. Tap into data to build an affinity
based on that insight
3. Use the insight to drive our
conversation
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Influencers
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Results
95k
15k
636k
24% + target
3% + target
6% + target
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What we did
1. Found an insight
2. Tap into data to build an affinity
based on that insight
3. Use the insight to drive our
conversation
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THANKS
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Panel discussion
Mike Maxwell, Associate Strategy Director, Wunderman
@WundermanUK
Greg Halfacre, Audience Development Manager, News UK
@NewsUK
Andrew Colwell, Head of Strategy, The Media Octopus
@themediaoctopus
Mark Wright, VP Marketing, Travelers
In partnership with
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Closing comments
Caroline Worboys, DMA Group Board Member
In partnership with