© 2012 Acxiom Corporation. All Rights Reserved. DIGIDAY BRAND SUMMIT CAN YOU REALLY FAKE CUSTOMER CENTRICITY? Kathy Hecht, VP Marketing, Acxiom December 4, 2012 AC-XXXX-XX
DBS: Acxiom Workshop: Data, The New Enterprise Asset
Jun 20, 2015
Based upon recent research conducted with the Digiday audience, survey results reveal that while marketers want to use data to provide customer-centric experiences, they struggle to make sense of the vast information flowing into their marketing processes while juggling new channels, response options and meeting consumer expectations. Best practices for the use of marketable data often shift from behavior and intent to third-party search and social. While they realize they must find the data connections that maximize the value of customer relationships, their aspirations are often misaligned with organizations’ overall strategy. Nonetheless, they must prepare to connect customer data toward better experiences and results while maintaining the proper balance between consumer privacy and marketing profitability.
Speaker: Kathy Hecht, vp marketing, Acxiom Corporatio
Speaker: Kathy Hecht, vp marketing, Acxiom Corporatio
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© 2012 Acxiom Corporation. All Rights Reserved.
DIGIDAY BRAND SUMMIT
CAN YOU REALLY FAKE CUSTOMER CENTRICITY?
Kathy Hecht, VP Marketing, Acxiom
December 4, 2012
AC-XXXX-XX
“I’LL HAVE WHAT SHE’S HAVING.”
HOW MANY OF YOU FAKE IT?
THE COMPANY YOU’RE IN…
Many highly self-assess their own customer-centric capabilities…
Yet, few can measure value at customer level!
We have a relentless focus on building cus-tomer insights to better understand and recognize high value customer segments
Have or will have value score for each customer
48%
21%
WHY IS THIS HAPPENING?
Lack of Resources: 22%
Incorrect Measures/Incentives: 24%
Lack of Data or Technology: 54%
POOR DATA INTEGRATION ABOUNDS
70% of marketers poorly integrate data from online & offline sources
RESULT: POOR CUSTOMER RECOGNITION
74% of marketers poorly recognize customers in real time
Really.
CREATING CUSTOMER CENTRICITY…
AUTOMAKER
KEY PURCHASE DRIVERS
> Timing is EVERYTHING
> Broad market conditionsSILO AND INCOMPLETE DATA
AUTOMAKER
WHAT DID THEY DO?
> Corrected incomplete data > Central data repository > Custom analytics focus on “in market”> Marketing memory of channel performance
AUTOMAKER
RESULTS
> $500 million in annual contribution margin> $20 million in operational cost savings
GLOBAL HOSPITALITY
VACATION OWNERSHIP KEY DRIVERS
> Visit before you buy
> Market conditions for discretionary spendingGUEST EQUALITY
GLOBAL HOSPITALITY
WHAT DID THEY DO?
> Moved beyond basic segmentation> Used ALL relevant data to model/score> Quantity or Quality criteria> Scalable solution
GLOBAL HOSPITALITY
RESULTS
> Lower quantity/Higher quality of leads> Improved marketing ROI> 50% increase in Volume per Guest
> CREATE COMPLETE AND ACCESSIBLE DATA
> ASSIGN CUSTOMER VALUE
> INVEST PROPORTIONATELY
SO, WHAT CAN YOU DO?
IF YOU’RE DOING IT RIGHT…
THERE’S NO NEED TO FAKE IT!
© 2012 Acxiom Corporation. All Rights Reserved.
THANK YOU.
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