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“DATA: COLLECTION, UNIFICATION, MONETIZATION”
Acxiom’s 50 years of experience across the same converging industries in automotive show the next evolution of the created customer lifecycle and can allow you to provide services and personalized experiences through which data and its monetization can be created, leveraged, and implemented through full enhanced views of the customer or information.
The foundation and ability to create a corporate data asset through monetization must start with Identity resolution of the data. OEMs, Telematics, Automotive Technology suppliers and companies need to create connected views across offline and online environments while mapping their respective automotive journey.
Identity stitching at the raw data layer, allows the opportunity to link customer touch points from an OEM and/or tier 2 & 3 while providing the basis to be able to share your data and analyze it in a legally secure safe-haven. The eventual ability is to create a corporate data monetized asset.Many automotive companies, media, endemic sites, and vehicle technology companies are creating their views of information and attribution toward their share of multiple customer experiences .
Acxiom’s Automotive Practice is providing Select Requested Audiences an overview and solutions of what both Automotive and Telematics OEMs, Suppliers, and Partnerships must know to be able to develop and incorporate into your businesses.
TOTAL TIME 1 HOUR---PRESENTATION DATE: WEDNESDAY JUNE 5, 2019
©2018 Acxiom LLC
John Campos--Group Vice President, Automotive-Acxiom
Trey Stephens--Expert Consultant, Data Monetization-Acxiom
DATA:
COLLECTION, UNIFICATION
AND MONETIZATION
©2018 Acxiom LLC
Acxiom Automotive POV
©2018 Acxiom LLC 4
CRM / Brand
Loyalty Program
Car Share
Mobility
Telematics &
Mobile App
Ride Share
Mobility
Dealership
Service
MDM &
Customer Hub
Captive
Finance
INDUSTRY CHALLENGES
Channel Strategy Collapse
Exponential Data Volumes
Lack of Actionable Insights
Increased Pressure to Advance
Increased Privacy Concerns
ENABLERS
Connectivity
Audience Solutions
Marketing Services
Privacy and Compliance
Solving the Automotive Unification Challenge
©2018 Acxiom LLC 5
UDL
Product
Research Shopping
Test Drive
Purchase
Lease Trade-In
eCommerce Accessories
Delivery
Insurance
Financing
Welcome Letters
Special
Offers
Payments
Repair
Maintenance
Service
Reminder
Ownership/Analytics
Retention
Appointment
OEM OR
PARTNERS
The customer journey spans
many different
touchpoints and
engagement opportunities
over a lifetime.
The industry, its technology
partners and service delivery
capabilities need to unify
all consumer dataat the foundation layer.
©2018 Acxiom LLC Confidential
The Automotive Industry TodayDisparate fragmentation and the inefficiencies created across the enterprises is an OEM, Dealer, and Services provider difficulty in the industry .
• Loss of accuracy in customer ID
& household matching
• Lackluster User Experience
• Inefficient integrations with other
vendors & partners
• Understanding Customer
Persona between mainstream and luxury brands
As a result, the industry must
contend with:CRM Data
Incentives
Websites
Point of Sale
Financial Services
Service Contracts/ Extended Warranties
Digital Media
Loyalty and
In-Vehicle Platforms
©2018 Acxiom LLC Confidential
Unified Customer and Vehicle View A single source of truth is needed for recognition, activation and enablement of services
Incentives
Unified Customer/Vehicle
View across all channels
7
Next Gen
Enterprise Marketing
Database
Incentives
Websites
Point of Sale
Financial Services
Service Contracts/Extended Warranties
Digital Media
Loyalty and
In-Vehicle Platforms
©2018 Acxiom LLC Confidential
Identity Resolution is FundamentalFundamental to recognize consumers
KNOWN IDENTITY
LINK
abc12345
R. Jones
10 Main St Plano, TX
Rebecca Smith
IP 222.58.1.10
Becky Wilson
20 Stag Dr
Chicago, IL
Becky Smith
I23 Sunrise Ave
Plano, TX
Phone 555-1212
Rebecca Wilson
Cell phone: 555-2323
1 United State Department of Labor Bureau of Labor Statistics, http://www.bls.gov/news.release/jolts.nr0.htm 2 United States Census Bureau, http://www.census.gov/newsroom/press-releases/2015/cb15-47.html 3 Source: Division of Vital Statistics National Center for Health Statistics, http://www.cdc.gov/nchs/nvss/marriage_divorce_tables.htm
Approximately 25% of your dataset could be
obsolete after 12
months
8
©2018 Acxiom LLC Confidential
Identity ResolutionFundamental to recognize consumers across channels and devices with accuracy
UNKNOWN IDENTITY
KNOWN IDENTITY
LINK
abc12345
HASHED
LINK
a7b9j7ag
R. Jones
10 Main St Plano, TX
Rebecca Smith
IP 222.58.1.10
Becky Wilson
20 Stag Dr
Chicago, IL
Becky Smith
I23 Sunrise Ave
Plano, TX
Phone 555-1212
Rebecca Wilson
Cell phone: 555-2323
9
Features:
• Next-Gen cloud-based
scalable solution
• Empowered User
Experience
• Integrated & Unified view
of the customer across all
touchpoints
• Connected Consumer
between online and
offline for omni-channel
communications
• Real Time Lead
Management
• Systems Integrator-
Campaign &
Measurement that
increase reach, revenue,
and return
CollectData
Manage Customer Identity
Activate Campaigns
Analyze
Personalize
Integrate
Solution Overview- Data Collection and Unification
Collaboration Environment
©2018 Acxiom LLC Confidential
Collaboration Environment – Partner Exchange
11
Data Management/Analytics- Collaborative segmentation
- OBD Info collect/ collaborate
- Enhanced cross industry insights
- Merchandising
Partner Management
Targeting/Activation- Audience Distribution
- Campaigns (online/offline)
- Modeling
Measurement- Sales
- Audience Analytics
- Collaborative Collection/Events
- Reach
Brand or
Partner
1
Brand or
Partner
2
Brand or
Partner
3
Brand or
Partner
4
PARTNER
Principal Data
Owner (PII,
transaction, etc.)
Billion
ACXIOM SAFE HAVEN Distribute
Audiences
To Digital
Partners
Enhance
Audiences
With 3rd party
Marketplace
Data
©2018 Acxiom Company Confidential
Sales and Marketing Analytics EnvironmentReports
Identify customer overlap opportunities
across brands and segmentsIdentify discrete groups to target
Compare opportunities by segments
and transaction categories
Quantify your share of wallet and opportunity
for shared and un-shared customersMedia Overlap Reports
Media Lift Reports
12
©2018 Acxiom LLC
Connected Communications
Direct Mail
DisplayMobile
Onboarding
Social
Addressable TV
Automotive UDL
Marketing Database
• Owner Data
• Vehicle Data
• Prospect Data
• Household Demographics
• Contact History
• Propensity Models
• Analytic Feedback
Paid Search
13
©2018 Acxiom Company Confidential
Data Privacy Laws Created Markets for Safe Haven AnalyticsAcxiom has utilized ethical, data use practices for almost 50 years
1991 / OCT 2013
TCPA GDPR
MAY 25, 2018
FCRA
1970 / SEP 2011
GLBA
CAN SPAM
DEC 20031994
DPPA
CCPA DATA PRIVACY
JAN 1, 2020
©2018 Acxiom LLC
MONETIZATION:
TURNING DATA INTO
ASSETS AND REVENUE
©2019 Acxiom LLC Confidential
Specific Interests
Discussion points within topics
• Overview of the business model for data sale
• What is the pricing model outside auto / pricing model examples - i.e. cross
industry
• Type of data: Seed data vs. look-a-like modeling – when used and our approach
to each
• Data usage: tracking and monitoring data usage
• Performance metrics around the curated data
16
©2019 Acxiom LLC Confidential
THERE’S OPPORTUNITY
Over 30% of organizations are directly
monetizing information assets
Programmatic ad spend by 2020
$325
Billion
$430
Billion
Digital marketing spend growth by 2020
$69
Billion
$10.5
Billion
2017 Spend on third-party data in the U.S.
$10.1
Billion
Insights Activation
©2019 Acxiom LLC Confidential
HOW CAN I MONETIZE MY DATA?
• Where do I start?
• How do I protect privacy and ensure brand
security?
• How do I maintain control of my valuable
first-party data in a privacy-compliant
collaboration environment?
• How do I produce new insights from data
collaboration with my partners and unlock
the full potential of my data assets?
©2019 Acxiom LLC Confidential
WE CAN HELP IN MANY WAYS
A financial services firm conducts
customer overlap across potential
M&A targets
M&A Assessment
An auto OEM wants to monetize data
with electronics retailer by analyzing
overlapping customers
Overlap Analysis
Hotel and airline partners collaborate
to identity and target key loyalty
segments
Loyalty Member Co-Marketing
Auto insurance company and auto
OEMs share data to optimize
prospecting
White Space Opportunity
A hospitality firm partners with a
clothing retailer to target travelers with
targeted pre-trip clothing offers
Co-Marketing
A consumer electronics vendor and
retailer collaborate to measure ROI
on joint promotion
Co-Marketing Measurement
A retailer offers suppliers the ability to
target key audiences based on in-store
behavior and transactions
Supplier Marketing Services
Hotel rewards data shared with
credit card issuers to avoid loyalty
double pay
Verification
©2019 Acxiom LLC Confidential
WE CAN DELIVER MORE VALUE
FROM SHARED DATA ASSETS
Increased value of first-party data assets
through the activation of new and
enhanced audiences with data partners
Better customer communication enabled
by new customer insights from data
combined and shared
More effective media planning and buying
decisions from deeper data sharing
capabilities
Improved measurement of the
performance of marketing actions across
partners and adjacent industries
Improved engagement from more unique
brand experiences with more relevant
marketing actions
Improved customer acquisition via the
discovery and creation of new audiences
to which to market
©2019 Acxiom LLC Confidential
WE ENABLE COLLABORATION
Brand A
1st-Party
Data
Brand B
1st-Party
Data
We provide an end-to-end solution with comprehensive data
governance for complete control of data permissions and use
Which means…
We do not share your customers’ personally identifiable information.
Partners only see data that you allow.
©2019 Acxiom LLC Confidential
WHAT MAKES US DIFFERENT?
• Almost 50 years delivering data sharing
solutions and services
• Go beyond just cookies and devices. Use
known and unknown data across any channel
• Global reach
• You are in control
• Hosted, managed, end-to-end solution
©2019 Acxiom LLC Confidential
CASE STUDIES
©2019 Acxiom LLC Confidential
MONETIZATION SUCCESS STORYSatellite TV Provider ~ 1st Party
24
Basic $
Established Direct
Monetization in 2015
Advanced $$$
Curated 200+ Viewer
Propensity models to-date
Generates ~ $1million in
Annual revenue
Premium $$$$
Defining Future
Roadmap for
Collaboration
Monetization$
$$$
$$$$
©2019 Acxiom LLC Confidential
MONETIZATION SUCCESS STORYHealthCare Partner ~ 1st Party
25
Basic $
Established Direct
Monetization in 2011
Advanced $$$
Curated 400+ Viewer
Propensity models to-date
Average annual growth
~279%
Premium $$$$
Generate $1 million in
monthly revenue
Launched Healthcare
Professional Targeting in
8/2017
$
$$$
$$$$
©2019 Acxiom LLC Confidential
Acxiom’s Approach
26
Run
Crawl
Walk
Run
• Data Exploration and/or Privacy & Security engagement
• Non – PII
• Digital data only
• Online activation
• Data Roadmap engagement
• PII
• Privacy
• 1st Party Monetization
• Online & offline activation (Omni-Channel)
• Non - PII & PII
• 2nd Party Collaboration/Monetization
• Sharing privacy compliant data with partners (Safe Haven Environment)
©2019 Acxiom LLC Confidential
WALK – 1ST PARTY MONETIZATION
27
©2019 Acxiom LLC Confidential
ENABLE OTHER BRANDS
TO USE MY DATA
Luxury
Car Maker
Jewelry
Retailer
High
Fashion
Brand
High-End
Hotel
Company
Smart Phone
Manufacturer
• Transaction data
• Loyalty data
• Offers/promotions data
Luxury Car Buyer
Audience
©2019 Acxiom LLC Confidential
ACXIOM’S 1ST PARTY DATA
MONETIZATION OFFERING
Unlock New Opportunities
from Your 1st-Party Data to
Maximize its Value
Brand A
1st-Party
Data
Privacy and security engagement
Data and use case engagement
Full data set ingestion and preparation
Segment build including simple segments
Look-a-like and audience extension models
Distribution to platforms for use by selected partners
©2019 Acxiom LLC Confidential
RUN – COLLABORATION / 2ND PARTY DATA
SHARE
30
©2019 Acxiom LLC Confidential
COLLABORATE WITH PARTNERS
Credit
CardAirline
• Transaction data
• Loyalty data
• Offers/promotions data
• Transaction data
• Loyalty data
• Offers/promotions data
Overlap &
GapReport
©2019 Acxiom LLC Confidential
COLLABORATE WITH PARTNERS
Satellite
TV
Provider
Commercial
Builder
Retailer
Auto
Insurance
Company
CPG
Manufacturer
C
CPG
Manufacturer A
Auto
Maker
CPG
Manufacturer B
• Transaction data
• Loyalty data
• Offers/promotions data
• Recipes
• Loyalty data
• Offers/promotions data • Audience for online
activation
• Closed-loop transaction report
• Overlap analysis
©2019 Acxiom LLC Confidential
ENGAGEMENT APPROACH:
CONSULTING/ANALYTICS
Data Monetization Engagement
34
Sample Deliverable : Goals and Framework - Data Assessment
35
Sample Deliverable: Performance Evaluation through Advertiser POC
36
©2019 Acxiom LLC Confidential
Distribution: Approach and Options
©2018 Acxiom Company Confidential
CoverageRichest data
landscapes
Strong and
developing
Limited but
scaling
2.5 billion addressable consumers
68%of the world’s
digital population
>10,000 attributes
300+ prebuilt auto
propensities
Acxiom provides data in
over 60+ countries
Richest landscapes include:
Mexico, Brazil, Canada,
Italy, Netherlands, Spain
38
Our Global Data Presence and Availability
GDPR readyCCPA in process
©2018 Acxiom LLC. Confidential
Leading Provider of Data and Marketing Solutions that Power
Exceptional Experiences
39
4000 IPG Brands / 2000 Acxiom Clients….Combined expanded reach
9 of Top 10
7 of Top 10
9 of Top 10
5 of Top 10
8 of Top 10
3 of Top 5
8 of Top 10
8 of Top 10
6 of Top 10
9 of Top 10
4 of Top 5
4 of Top 5
Credit Card
Issuers
Retail
Banks
Insurance Providers
Major
Retailers
U.S. Hotel
Brands
Pharma
Manufacturers
Telecom / Media
Companies
Auto
Manufacturers
Brokerage
Firms
Tech
Companies
Domestic
Airlines
Gaming
Companies
Exchange data with automotive value chain partners
Auto
value chain
partners
Partner
categories …To Partners…To Automotive Industry Client
Example
partners
Revenue driving example benefits…
ILLUSTRATIVE &
NON-EXHAUSTIVE
Transportation
▪ Branded owner Atlanta businessman
drives regularly to work but also uses
public transportation, Uber provides
him with an appealing Atlanta-only
promo
▪ Family with kids asks specifically
for a Branded/Ride Share vehicle
when renting Avis cars on
holidays, Cox company sends
family targeted documentation
on nearest dealers
After-sales
servicing
▪ Customer who lives >100 miles away
from nearest repair center is involved
in a minor crash, Midas repairs vehicle
with parts supplied by OEM or
Aftermarket Partner
▪ Couple owning a 5+ year old
Branded vehicle with costly
repairs at AutoZone is given a
promo on a new model
matching their needs
Oil & gas
▪ Sales representative driving more than
300 miles per week in their vehicle
receives offer for a BP loyalty program
and credit card
▪ Working mom buying gas
regularly in Exxon Mobil gas
station receives targeted
documentation on nearest
Dealer car repair & wash services
(also for non-Branded owners)
Insurance
▪ Consumer buying new vehicle is
offered a bundle offer for an AAA
yearly subscription
▪ AAA customer seeking assistance
as a result of car problems is
offered promo on nearest
dealers and car repair shops
Exchange data with partners in other industries
ILLUSTRATIVE &NON-EXHAUSTIVE
Non-auto
partners
Example partners
Revenue driving example benefits…
…To Partners…To Automotive Industry ClientPartner categories
▪ Bachelorette party participants drive
a vehicle to Las Vegas, OpenTable
offers reservations to STK (high end
restaurant)
▪ Student’s Fandango account
reveals that he moved from NYC
to a small city in the Midwest,
AutoTrader sends targeted promo
for “1st time car buyer”
Meals &
entertainment
▪ Woman living in SF drives car on the
weekends to experience wine
country, American Express offers her
a credit card with 2% cash back on
gas
▪ Chicago resident takes out
mortgage on second home in
Switzerland from Citi – OEM sends
offers her crossover SUV for new
home
Financial
services
▪ Google receives real-time location
data from vehicles, making its
transportation system more precise
to detect car jams and driver
behaviors
▪ Family frequently travels across the
US for 5+ hour drive, sends them
promo for a family cruiserMapping
services
▪ Frequent high-end shopper receives
Macy’s discount offer from her in
their connected car as she drives in
the vicinity of Macy’s (geo-fencing)
▪ Father buys infant crib from Target,
AutoTrader offers him a highly safe
and spacious SUV Retail
©2019 Acxiom LLC Confidential
Audience Cloud
42
©2017 Acxiom Company Confidential
Audience Cloud
2. Define your Audience
Segments
3. Get Counts
1. Define High-Level
Details
4. Distribute
©2019 Acxiom LLC Confidential
THOUGHT LEADERSHIP: OTT- PARTNER
DATA AND ACTIVATION
©2019 Acxiom LLC Confidential 45
©2019 Acxiom LLC Confidential
NEXT STEPS TO GET ME STARTED
46
Data discovery
Data Exploration
Data Partner
Questionnaire
Data dictionary(s)
Use case(s)
Data Set for analysis
Privacy reviewConsulting
engagement –
Audience roadmap
Commercial terms
discussion
Preferred model decision
- Rev share
- Sales support (Acxiom
or PARTNER or both)
- Branding (Acxiom or
PARTNER)
Go-to-market
strategy
Press releases, etc.
Exclusive data license
Activation &
monetization
©2018 Acxiom LLC
THANKS AND Q & A
©2019 Acxiom LLC Confidential
