Post on 20-Aug-2015
transcript
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Chris MarriottVP, Global Agency Services
Acxiom
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In the Beginning There Was…
Maslow's Hierarchy of Needs
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And Then We Had….
Gronroos’s Model of Service Quality
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And Finally…
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© 2009 Acxiom Corporation. All Rights Reserved.
The Ground Hog Day Theory of Marketing
The Director’s Cut
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Non-linear accounts for 1/3 of mass-market TV viewing
Media glut = tuning out
– Between 30–50% of users have spam blockers
– At least 20% have pop-up blockers
– 58% regularly delete the tracking cookies
People don’t share ads… they read & share things that interest them…
Sources: Ramsey Report, eMarketer, Oliver Wyman
Why Do We Need a New Theory?
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Why Do We Need a New Theory?
“Google always gets me everything I want, whenever I want it, so I don’t have to pay attention until it’s convenient for me”
Media hyper-saturation
+ Time-shifting technologies
+ Selective filtering
Consumers who choose to remain“unaware” until they inform themselves
Your marketing is a faucet with each customer’s hand on the spigot
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Why Do We Need a New Theory?Because when consumers are ready to listen to your marketing pitch you need to be prepared
Being prepared means recognizing repeat customers, and being well-prepared for prospects
Doing so shows that you respect their time, and value their business
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The Ground Hog Day Theory of Marketing
Remember every interaction (and learn!)–Know where I’ll be seeing you
–Whenever & wherever I see you, recognize me & treat me like an old friend
Seek to understand & predict–Build strategies around me
–Remember what I’ve already told you
–Know what I might – & might not – be interested in at that moment
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Bill Murray Demonstrates the Theory
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The Tools You’ll Need
Customer Recognition + Smart Data + Personalization
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This Is How a Consumer Looks to Most Marketers…
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“Do You Really Know Me?”
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OK, Now You've Got Recognition Nailed
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Recognizing Customers & Prospects When They Are Anonymous
How can you identify whether a person is a customer or a prospect in the online channel?
Most common used identifiers are data passed through:
–Cookies (resides on person’s computer)
–Tracking links in email/web
–Site side technology (similar to cookies) can identify users by their IP addresses
–Email address
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Name Contact & Life stageChanges
Touch Points
CallCenter
DirectMarketing
Brick & Mortar
Website
AddressHomePhone
Computer
CellPhone
CustomerSupport
DigitalCampaign
It Has Always Been Difficult to Track Customer Interactions… Now It Seems Impossible
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You Don’t Have To Boil The Ocean
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Email Personalization
Integrated Best PracticesEmail Header Optimized for mobile devicesWeb-version
Dynamic sidebarAccount InformationPhone-specific links
Personalized ContentArticles tailored for your plan, your equipmentUp-sell opportunities
Integration of Social MediaFacebook, Twitter, Youtube
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Display Ad Personalization
Capture specific behaviors on your site or in email, store that in a cookie and then deliver ads to those visitors when they are on other sites
Audience Integrity: Know the Who
– Capture dynamic website actions (travel dates, zip codes, etc.)
– Serves only to your in-market audience
– Segment visitors by their actions
– Suppress converters from campaigns
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Someone visitsyour site11
Serve relevant ads later by shopping Behavior33
Relevance-XRetargeting
Shopping Behaviors are Captured 22
Display Ad Personalization
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Visitor Segment data collected by JavaScript Tag is sent to Acxiom servers
Page JavaScript Tagis triggered and calls
for Content
Visitor arrives at the client website through
Selected creative is delivered to display on client’s Website
Segment data is processed,
Rules Engine determines creative
treatment that is to be applied
User InterfaceRules Engine
Client or Akamai creative hosting
Dynamically modifying the content on your websiteto match the needs and interests of individual visitors…
…on the fly…as they arrive at your site…while they browse your site…and as they leave your site
Dynamically modifying the content on your websiteto match the needs and interests of individual visitors…
…on the fly…as they arrive at your site…while they browse your site…and as they leave your site
Website Personalization
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When You Can Connect The Dots, It Looks Like This….
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Where to Start: Think Campaigns, Not TacticsThere is a connection between display, search and email—it’s not the single exposure alone that gets Andie McDowell to act, but the context of all the marketing that preceded it
It is not enough to anticipate the outcomes of your efforts, they must also be planned for
–What to you do after you’ve gotten a prospect to click?
–What do you do after they’ve opted-in to email?
Gather and fuse customers insights into your ongoing tactics
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Attract Engage Convert Retain
Somewhat Successful Very SuccessfulRarely Successful
Mobile
Social Marketing
SEM
Rich Media
Email Marketing
Micro Sites
Think Campaigns, Not Tactics
Advocate
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Today
Acxiom Objective for Dell
What We Know
• Email address• Source (babies/parenting)
While registering on Moms.com, Rosa Zapatta signs up to receive email updates and offers from Dell.
We Meet Rosa Zapatta
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Today
Acxiom Objective for Dell
What We Know
• Email address• Source (babies/parenting)
• PC usage preferences
Rosa receives a Welcome Email from Dell and answers a poll question, letting us know she uses her PC for email, web surfing and photos.
Co-Reg Welcome Email
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Today
Acxiom Objective for Dell
What We Know
• Email address• Source (babies/parenting)• PC usage preferences
• Social networking influencer
Rosa responds to a Dell email asking her to join the Dell for Education group on Facebook. Rosa’s friends see the group in her newsfeed and join as well. They learn more… and shop.
Social Networking Email
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What We Know
• Email address• Source (babies/parenting)• PC usage preferences• Social networking
influencer
• Interest in Inspiron laptop• Cell phone number
Rosa clicks on an offer for a $499 laptop. She saves a configured system in her shopping cart but does not buy it yet. Provides mobile # for price alerts.
Deals Email
Today
Acxiom Objective for Dell
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What We Know
• Email address• Source (babies/parenting)• PC usage preferences• Social networking
influencer• Interest in Inspiron laptop• Cell phone number
SMS Sale Alert
A couple of days later, Rosa receives an SMS alert about a deal on the laptop she was interested in and offer for free shipping on her purchase.
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Today
Acxiom Objective for Dell
What We Know
• Email address• Source (babies/parenting)• PC usage preferences• Social networking
influencer• Interest in Inspiron laptop• Cell phone number
Addressable Display
Later in the week, Rosa sees a targeted display ad promoting the laptop she was interested in buying.
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Today
Acxiom Objective for Dell
What We Know
• Email address• Source (babies/parenting)• PC usage preferences• Social networking
influencer• Interest in Inspiron laptop• Cell phone number
• Name and address• Lifestyle cluster
Rosa realizes the laptop comes in multiple colors… and buys the laptop in green.
Laptop Purchase
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Today
Acxiom Objective for Dell
What We Know
• Email address• Source (babies/parenting)• PC usage preferences• Social networking
influencer• Purchase of Inspiron
laptop• Cell phone number • Name and address• Lifestyle cluster
• Accessory purchase
Later, Rosa checks her email on Hotmail. She sees an ad based on her recent laptop purchase and buys an extra battery.
Collaborative Targeting
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Today
Acxiom Objective for Dell
What We Know
• Email address• Source (babies/parenting)• PC usage preferences• Social networking
influencer• Purchase of Inspiron
laptop• Cell phone number • Name and address• Lifestyle cluster• Accessory purchase
• Digital camera owner
After Rosa receives her laptop, she gets a Welcome Email with tips for her new PC and offers based on her lifestyle. She buys a photo printer.
New Customer Welcome Email
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Today
Acxiom Objective for Dell
What We Know
• Email address• Source (babies/parenting)• PC usage preferences• Social networking
influencer• Purchase of Inspiron
laptop• Cell phone number • Name and address• Lifestyle cluster• Accessory purchase• Digital camera owner
The next week, Rosa gets a second Welcome email featuring articles on ways she can use her PC… and tips and tricks for photo printing.
New Customer Welcome Email 2
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The Right MessageWe know she has a baby, owns a digital camera, buys computer accessories, purchased a certain laptop, and uses her PC for email, web surfing and photos.We know her address, income level, interests, lifestyle cluster, job title and where she works.She bought a new desktop and changed her job title.
When things change for Rosa, so do the messages she receives. Her communications are always relevant, timely and personally engaging.
Ongoing Communications… That Learn
The Right PlaceWe know what social networks she uses, that she checks her Blackberry often and her preference for Home offers.She just got an iPhone.
The Right TimingWe know when she bought her notebook, when she bought her computer accessories and when she opens emails most often.She checks email more on weekends.
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But if You Do Want to Boil the Ocean…
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Where There’s a Will There’s a Way
In theory, most marketers should be able to very accurately measure their online marketing activities
The main obstacles in most companies to an effective measurement strategy is money and organizational issues
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Audience Management SystemYour audience, addressable anywhere, reached with certainty
Safe Haven
Online Display200mm Profiles
AdvertiserAudience
PublisherAudience
Advertiser
Enhance
Anonymize
Match
Just Your Audience
Anonymous Match
Real Time Data Exchange
Delivery Integration
Partnership Ecosystem
Product Propensities
Channel Preferences
Media Preferences
Customer Behavior
External Insights
Attitudes / Personas Print144mm Households
Mobile86 mm Users
Email70mm Addresses
TV59 mm Households
Social650mm Profiles
Call Center73 million numbers
Apps
Publisher
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Product Propensities
Propensities across the conversion funnel
Next best product to sellLikelihood to recommend
Product Propensities
Propensities across the conversion funnel
Next best product to sellLikelihood to recommend
Media PreferencesMedia consumptionExplicit preferencesImplicit preferencesContext preferences
Contact/cadence strategy
Media PreferencesMedia consumptionExplicit preferencesImplicit preferencesContext preferences
Contact/cadence strategy
Channel Preferences
Shopping pathwayPreferred buying channel
Preferred research channelPreferred service channel
Channel Preferences
Shopping pathwayPreferred buying channel
Preferred research channelPreferred service channel
Interests & Attitudes
Purchase intent by categoryRecreational interests
Social Causes
Interests & Attitudes
Purchase intent by categoryRecreational interests
Social Causes
GeodemographicsAge
OccupationGenderLocationEthnicity
Family / size of householdLife stage / life event
GeodemographicsAge
OccupationGenderLocationEthnicity
Family / size of householdLife stage / life event
Monetary Indicators
Income indicatorWealth indicator
Discretionary spendingReal property indicators
Monetary Indicators
Income indicatorWealth indicator
Discretionary spendingReal property indicators
Relationship Profile
Customer segment historyProduct ownership history
Current & lifetime valueShare of wallet
Marketing budget by customer
Relationship Profile
Customer segment historyProduct ownership history
Current & lifetime valueShare of wallet
Marketing budget by customer
Interaction HistoryService history
Promotion historyResponse historyAcross channels
Interaction HistoryService history
Promotion historyResponse historyAcross channels
Brand AdvocacyNet Promoter Score
Degree of social influenceBrand metrics at customer level
Brand AdvocacyNet Promoter Score
Degree of social influenceBrand metrics at customer level
Multidimensional InsightAcxiom enables multidimensional consumer insight & recognition
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Customer Data Sources
ClientMarketingDatabases
InfoBaseEnhancementsSegmentation
CampaignProcesses & 3rd Party Apps
3rd PartyData
Insight Mgmt. Analytic Tools& Data Marts
Closed-LoopResponseAnalysis & Rptg.
Transactional Data
Website
Direct Mail
Call Center
In StoreNetworks
DisplayMobile Text
Mobile Apps
In StoreMobile
SocialMedia
ITV
ConnectedDevices
CustomMedia“Logical” Central Nervous System
• Correlate consumer behavior with marketing/advertising across channels
over time• Send and receive signals that influence consumer behavior
• Integrate customer data sources and touch points • Integrated Partner Ecosystem
• Play the data as it lies
Marketing Central Nervous SystemAcxiom enables radically improved performance across channels
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The global interactive marketing services company
Thank you. Questions?