XCMO 2013: Cross-Channel Audience Management

Acxiom's Phil Mui discusses how to successfully manage audiences, personalize customer experiences and create profitable customer experiences.

1. ©2013 Acxiom
Cross-Channel Audience
Management
Big Marketing Data
Phil Mui, Ph.D.
Chief Product & Technology Officer, EVP
@philmui

7. “Be relevant with every guest, everywhere, every time.”

8. Creating relationship magic
Challenge
Someone always owns a
moment, but
no one owns the customer.
Solution
Connect the Moments!
Marketing

9. ©2013 Acxiom
What Audience Data?
The Marketing Elephant
What do we really want?
Cross-Channel Audience Management

10. ©2013 Acxiom
What Audience data ?

11. ©2013 Acxiom
Evolution of Audience Data
?
•Personal
connections
•Word of mouth
•Subscription files
•Direct mail lists
•Anonymous cookies
•Traffic lookalikes
???
< 1900 Mid-1900’s ~ 2000 > 2013

12. ©2013 Acxiom
12Acxiom confidential
Contact information Postal address, email, mobile, land-line
Age, income, marital status, children, net worth, occupationDemographic and Socio-economic Data
Socio-economic and demographic Lifestage segmentation
Purchase Likelihood: By Category and Brand Propensities
PII: Name, On-line ID(s), PermissionsIdentity
Ready to Purchase
In
Market
Previous Usage: Brands, Products, Channels, Attitudes, PreferencesAffinities & Preferences
of Address, Birth of child, Age Milestone , Property Acqn/UpdateKey life changes*
O
a
l
,
P
g

@
P

A
l
g
o
r
i
t
h
m
i
c
l
r
E
O
E
r
M
o
d
e
l
e
d*
a
a
,
E
a
y
g
E
r
A
g
g
r
e
g
a
t
e
d
O
f
f
l
i
n
e



-



D
i
g
i
t
a
l
Audience Data & Targeting

13. ©2013 Acxiom
13Acxiom confidential
Postal address, email, mobile, land-line
Demographic and Socio-Economic Data
Lifestage segmentation
Key life changes
PII: Name, On-line ID(s), Permissions
P
r
e
d
i
c
i
t
i
v
i
t
y
L
a
t
e
n
c
y
In
Market
Affinities & Preferences
Propensities
Credit
Cards
Affinities & Preferences
Propensities
In Market
Propensities
Affinities & Preferences
S
e
c
t
o
r

S
p
e
c
i
f
i
c
i
t
y*
O
a
l
,
P
g

@
P

A
l
g
o
r
i
t
h
m
i
c
l
r
E
O
E
r
M
o
d
e
l
e
d*
a
a
,
E
a
y
g
E
r
A
g
g
r
e
g
a
t
e
d
Audience Data & Targeting

14. ©2013 Acxiom
Audience: who are your customers?

15. ©2013 Acxiom
1B
All Audience
100M
Cookie-based Lookalikes
10M
PII-based Extended Audience ,
1M
Known Audience

16. ©2013 Acxiom
1B
All Audience
100M
Cookie-based Lookalikes
10M
PII-based Extended Audience ,
1M
Known Audience
Scale
Precision (performance)

17. ©2013 Acxiom
Mobile
Social
Fashion Conscious
Price Sensitivity
Economic Sensitivity Spend Levels
Technology
Attitudes and Attitudes and
BehaviorsBehaviors
Electronics
Travel
Vehicle Type
Retail
Healthcare
Telecomm
Savings and
Investments
Product Propensity Product Propensity
(ownership and usage)(ownership and usage)
Retail Product
Categories
Communications
In-Market TimingIn-Market Timing
Credit
Auto Purchase
Savings and Investment
Purchase
Shopping
Communication
Emerging
Channels
Channel Preference
Traditional
Channels
Automotive
Communications
Insurance
Brand AffinityBrand Affinity
Healthcare
Retail
Credit Cards
Understanding your Real Audience
Important dimensions for marketers
Networth
Retail Spend
Economic Stability
Large
Transaction
s
Spending IndexSpending Index TV
Mobile
Online
Direct Mail
Media Usage
Email
Print

18. ©2013 Acxiom
Credit Cards
»Propensity to carry forward a balance
»Propensity to use a Reward card - Hotel/Car rental
»Propensity to use a Reward card - Airline miles
»Propensity to use a Reward card - Cash back
»Propensity to use a Store card
»Propensity to use a Premium American Express card
»Propensity use a Premium VISA or MasterCard card
»Number of credit cards owned ( 0 )
»Number of credit cards owned ( 1-5, 5+)
»Credit card usage for monthly expenses - HIGH, MED,
LOW
Financial Services
»Propensity to have a 529 Plan
»Primary Payment Method-Percent payment by primary
method
»Primary Payment Method-Credit Card
»Primary Payment Method-Debit
»Propensity to Refinance a mortgage
»Retail Banking Consumer Dynamics
»Mortgage In-Market Purchase [New Homeowner]
T&E
»United Mileage Plus members propensity
»Delta Sky Mile members propensity
»Continental OnePass Members propensity
»American Advantage Members propensity
Insurance
»Insurance Consumer Dynamics Segmentation Model
Retail
»Women’s Dress-Department Store
»Women’s Casual-Department Store
»Women’s Athletic-Department Store
»Women’s-Department Store
»Men’s Dress-Department Store
»Men’s Casual-Department Store
»Men’s Athletic-Department Store
»Men’s-Department Store
»Overall Propensity-Department Store
»Propensity for Value and Comfort over Style
»Propensity for Traditional/Conservative Style Preference
»Propensity for Fashion Forward Style Preference
»Retail Consumer Dynamics
Communications
»eReader propensity
»Smart Phones propensity
»Planning to switch providers propensity
»Communications Consumer Dynamics Segmentation Model
General
»Social Media: Heavy Twitter User
»Social Media: Heavy Facebook User
»Social Media: Mobile Social Networker
»Social Media: Socially Influenced
»Social Media: Social Influencer
»Propensity to be Price Sensitive-Penny Pinchers
»Forrester Technographics Segmentation Model
Predictive Scores: A Glimpse of Acxiom Audience Propensities

19. ©2013 Acxiom
Evolution of Audience Data
?
•Personal
connections
•Word of mouth
•Subscription files
•Direct mail lists
•Anonymous cookies
•Traffic lookalikes
???
< 1900 Mid-1900’s ~ 2000 > 2013

20. ©2013 Acxiom
Evolution of Audience Data
•Personal
connections
•Word of mouth
•Subscription files
•Direct mail lists
•Anonymous cookies
•Traffic lookalikes
•Customer centric!!!
•Anonymized identity
•CRM-extended
audience
< 1900 Mid-1900’s ~ 2000 > 2013

21. ©2013 Acxiom
What Audience Data?
The Marketing Elephant
What do we really want?
Cross-Channel Audience Management

22. Big Data
Phil Mui, Ph.D. — Acxiom
Chief Product and Technology Officer
@philmui
Blind Men
and the Elephant

23. bit.ly/BigDataElephant

26. ©2013 Acxiom
Online customer journey
Awareness Consideration Intent Decision
THE PATH
TO PURCHASE
CONVERSION
Acts more as an
ASSIST INTERACTION
Acts more as a
LAST INTERACTION
DISPLAY
CLICK
3.1
SOCIAL
1.9
EMAIL
1.4
PAID
SEARCH
1.0
OTHER
PAID
REFERRAL
0.9
ORGANIC
SEARCH
0.8
DIRECT
0.5

27. ©2013 Acxiom

28. The Wall
marketers consumers
“channel centricity”

29. ©2013 Acxiom Chief Prod u
RELATIONSHIP

31. Becky Jones-Hall
789 Main Street
B2c marketing: how this is done today
cookie 12
cookie 9
cookie 1
cookie 2
cookie 3
cookie 4
device 1
device 2
device 3
cookie 5
cookie 6
cookie 7
cookie 8
cookie 10
cookie 11 How many people purchased?
How many purchases per person?
cookie 12
cookie 9
cookie 1
cookie 2
cookie 3
cookie 4
device 1
device 2
device 3
cookie 5
cookie 6
cookie 7
cookie 8
cookie 10
cookie 11
Online Purchases
Offline Purchases
Mobile: [phone] [email protected]@mail.com

32. ©2013 Acxiom
Awareness
Consideration
Intent
Lead
Store
Conversion
Retention
Reactivationyei uOCugfecdPd ,
Brand AdvertisingEnOCugfecdPd ,
DR Advertising&fiuOVf
Lead Genro cf cO@,pc
Content Mgmtroppfelf
CommerceTmAAoec
Supportapid
Emailnfcie,fcd ,
Retargetingo
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
d
u
c
u
D
A
T
Ao
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
o
d
u
c
u
D
A
T
A&oic
LoyaltyE@
DMP
Customer Conversion / Purchase Funnelrn@
mPfe!
CRM
(user)"
"
"
?
?
?

33. ©2013 Acxiom
Big Data
Blind Men
and the Elephant

34. ©2013 Acxiom
What Audience Data?
The Marketing Elephant
What do we really want?
Cross-Channel Audience Management

35. ©2013 Acxiom

36. ©2013 Acxiom
No more channel centricity!
Focus on delivering value to the
consumer!

37. Give the right message at the right time
on the right device … for the …
consumer !

38. ©2013 Acxiom
We demand a consumer-oriented
platform!
Provides Single View of the Customer
Across Channels, Devices,
Applications

39. Phil Mui
@philmui
http://aos.acxiom.com

40. bit.ly/GartnerOnAOS