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Everyone talks about making decisions with data; yet many are frustrated by the confusion and false promises of 'big data'. What marketers really need is the right data at the right time in the right context to engage their customers. Steve Briley, VP of Data Sciences & Analytics at Acxiom explores the trappings of engaging with the omni-channel consumer and fundamental marketing techniques to deliver deeply personal customer experiences over timAe.
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©2014 Acxiom
“User Engagement” Across Channels
Steve BrileyVP, Data Sciences & Analytics, Acxiom
©2014 Acxiom
©2014 Acxiom
What’s the hard problem?
©2014 Acxiom
Marketing
Social Media
Sales
CMR
Call Center
On Line
In our Parks
At our Resorts
Disney’s – Be relevant with every guest, every where, every time
Our ChallengeSomeone always owns a
moment but no one owns the guest
Our SolutionConnect the Moments!
©2014 Acxiom
“Connecting the Moments”
Connecting the Moments: Single View of the Customer
5 ©2013 Acxiom | Company Confidential
©2014 Acxiom
The “Problem”
• Fragmented Technology & Funnel• Fragmented View of Customer Journey• Fragmented View across Channels• Fragmented Recognition
©2014 Acxiom
Fragmented Funnel
DATA
DATA
BrandAdvertising
DRAdvertising
Lead Gen
Content Mgmt
Commerce
Support
Loyalty
Awareness
Consideration
Intent
Lead
Store
Conversion
Retention
Reactivation
DMP
CRM(user)
Retargeting ???
©2014 Acxiom
Awareness Consideration Intent Decision
THE PATHTO PURCHASE
CONVERSION
Acts more as anASSIST INTERACTION
Acts more as aLAST INTERACTION
DISPLAY CLICK
3.1
SOCIAL
1.9
1.4
PAIDSEARCH
1.0
OTHERPAID
REFERRAL
0.9
ORGANICSEARCH
0.8
DIRECT
0.5
Fragmented Customer Journey
©2014 Acxiom
Fragmented Channels
Email Capture Refer a Friend Invite a Friend
In-Store Purchase Name, Address Email Address Purchase Type Credit Card Type Merchandise
Direct Mail Birthday Reminder Offer Tailored to Me
Search Search Terms Referring URL Site Activity
TV Ad Watching
Squawk Box
Customer ID 1234
R. Jones123 Main St.
NY, NY
Social Liked on Facebook Tweets about
Experience with Client
Updates Status about Great Experience
Online orMobile Ad Browsing Web Impression and Click Anonymous to Client
Online Purchase Purchase, Extended Warranty Browsing Activity Email Address, Preference Center Life Events
©2014 Acxiom
Fragmented Channels
Email Capture Refer a Friend Invite a Friend
In-Store Purchase Name, Address Email Address Purchase Type Credit Card Type Merchandise
Direct Mail Birthday Reminder Offer Tailored to Me
Social Liked on Facebook Tweets about
Experience with Client
Updates Status about Great Experience
Online orMobile Ad Browsing Web Impression and Click Anonymous to Client
Search Search Terms Referring URL Site Activity
Online Purchase Purchase, Extended Warranty Browsing Activity Email Address, Preference Center Life Events
TV Ad Watching
Squawk Box
?
Device ID?Cookie ID?Behavior?
R. Jones123 Main St.
NY, NY
©2014 Acxiom
cookie 8
cookie 5
Fragmented Recognition
cookie 1 cookie 2 cookie 3 cookie 4
DEVICE
cookie 6cookie 7
Associated to devices 1 and 2
Online Purchase
3cookie 9 cookie 10 cookie 11cookie 12
1
2
Associated to device 3
DEVICE
Offline Purchase
??Customer identified as 3 separate devices or up to 12 cookies
[email protected] Becky Jones-Hall123 Main Street
Mobile: 501-252-1000 [email protected]
“Big Data” : the problem
©2013 Acxiom
Big Data is not just a “lot” of data …
Volume
Variety Velocity
Big Data
“Big Data” Tech Stack
©2013 Acxiom
Big Data Analytics requires new technology approaches
Real-Time
Lag-Time
Operational Data Big Data
Stream Real-Time
Transactional / Operational Batch Processing
OLTP
OLAP
Gigabytes Terabytes Petabytes
Complex Event Processing
In-Memory DB
Massively Parallel (MPP) Real-Time
Massively Parallel (MPP) BatchesOracle
Microsft SQL
IBM DB2
SybaseIQ (SAP)
HANA (SAP)
Greenplum (EMC)
Netezza (IBM)
Redis
Tipco / Streambase
Memcache
Gigaspaces / XAP
TeraData
GraphSQL
Neo4JVertica (HP)
Parstream
HBase
MongoDB
Hadoop / HDFS
Cassandra
CouchDB
Impala (Cloudera)
StormShark / Spark
Redshift
The Wall
marketers consumers
“Big Data”
The Wall
marketers consumers
“channel centricity”
©2013 Acxiom
©2013 Acxiom
RELATIONSHIP
Give the right message at the right time
on the right device … for the …consumer!
Connects Audiences Across Data Channels & Silos
ACXIOM AOS
Provides Single View of the Customer Across Channels, Devices, Applications
Principles of Engagement
• Recognize the Customer Outside your Company
• Recognize the Customer Inside your Company
• Be a Good Listener
• Dress for Success
• Interact with your Customer’s Friends
• Always Be Appropriate
23
Engagement Principle #1
Recognize the Customer
Outside your Company
Engagement Principle #2Recognize the
CustomerInside your Company
24
Engagement Principle #3
Be a Good
Listener
25
Engagement Principle #4
Dress for Success
26
Engagement Principle #5
27
Interact with your Customer’s Friends
Who Am I?
Engagement Principle #6Always Be Appropriate
There is no Funnel
“The truth is that the use of the funnel has become less and less effective.
Buyers’ behavior now appears to be a lot more erratic.
The return on investment is down.
It just doesn’t work like it used to. (Or maybe it only ever seemed to work?)”
http://www.mycustomer.com/feature/marketing/sales-funnel-dead/166124
There is no Funnel
The Economist, Feb 14 2014This blog was written by David Edelman and Francesco Banfi from McKinsey & Company
There is no Funnel
If there were 10 Commandments for marketing, #1 would be:
Know thy customer.
The Economist, Feb 14 2014This blog was written by David Edelman and Francesco Banfi from McKinsey & Company
There is no Funnel
The Economist, Feb 14 2014This blog was written by David Edelman and Francesco Banfi from McKinsey & Company
The Engagement Value
33
Before
After
CONNECT CROSS-CHANNEL CONSUMER INTERACTIONS
Acxiom AOSOne ASH ID to Connect them All
In Store Purchase
Online Purchase
Convert
SmartLinkClick Activity
AbiliTagWebsite Activity
Identify & CollectTouch Points
AOS : PERMISSION MARKETING ACROSS CHANNELS
35 ©2013 Acxiom | Company Confidential
Recognition
SmartLink
1. OPT-IN DATA COLLECTION
- Brand runs a campaign with social sharing enable (e.g., share this with…)
- Consumers sign-in via Social Sign-in
- Action grants Brand and/or Acxiom permission to access consumer data & PII for linking
AOSSocial Connect
Landing Site
AOS
2. CONSUMER RECOGNITION
- Social ID linked to offline Acxiom data
- Consumer matched to anonymous cookie pool; or
3. AUDIENCE ANALYTICS
- Marketer can analyze and run campaigns based on consumer data
- Opt in provides constant flow of new consumer data
TV
Display
Direct
On-site
In-Store
Who are the “Super Consumers”?
L’Oreal : 1 week campaign results
©2014 Acxiom
aos.acxiom.com
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