Across the marketing ecosystem, data fuels every interaction. How do you tie it all together? In this presentation, I reviewed the value exchange between people and business and how to better enable personalization and analytics through the use of Data Onboarding and Big Data environments to not only improve brand experience but the bottom line as well.

1. Connecting
Consumer Insights
to Fuel Marketing
& Audience
Engagement
Chad Engelgau, VP of Customer Engagement
© 2014 Acxiom Corporation. All Rights Reserved.

2. Connecting Consumer Insights to Fuel Marketing & Audience Engagement:
Across the marketing ecosystem, data fuels every interaction. How do you tie it all together? In
this session, we will review the value exchange between people and business and how to better
enable personalization and analytics through the use of data on-boarding and big data
environments to not only improve brand experience but the bottom line as well.
Marketing
Landscape
© 2014 Acxiom Corporation. All Rights Reserved.
Architectural
Overview
Using Big
Data Like
Never Before
Connecting
Data
Use Case
Examples
Case
Studies

3. With every purchase a
customer has a choice…
The challenge is staying
top of mind and relevant
to affect that decision.
Forrester Research
© 2014 Acxiom Corporation. All Rights Reserved.
Proliferation
of Channels
Evolving
Technology
Consumer
Choices
Consumer
Privacy
MARKETING MACRO TRENDS

4. THE CONSUMER CHALLENGE
Consumers are demanding:
I engage across multiple devices and sometimes
more than one at the same time.
I am “always on.”
I ignore advertising unless I choose to engage.
I prefer relevant experiences and content.
What’s a channel? I just shop.
I am more informed.
Just make it simple.
Protect my privacy.
© 2014 Acxiom Corporation. All Rights Reserved.

5. CONSUMER ENGAGEMENT HAS CHANGED
PAST PRESENT FUTURE
MASS
MARKETING
© 2014 Acxiom Corporation. All Rights Reserved.
INDIVIDUALIZED
MASS
MARKETING
INDIVIDUAL
“CONVERSATIONS”
AT SCALE

6. WHAT IS AT STAKE?
US Ad spend reaches $180B w/ ~$67B coming from digital / mobile
© 2014 Acxiom Corporation. All Rights Reserved.
Half the money I spend on
advertising is wasted; the
trouble is I don't know
which half.
John Wanamaker
Bots threaten to waste
$11.6B in ad spend in 2014
Read more: http://www.businessinsider.com/study-bots-will-waste-116b-in-ad-spend-in-2014-2014-
1#ixzz3CqhoP7My
About 30% or more ads are
“not viewable” (~$10B)
Read more:
http://www.360i.com/reports/future-viewability/
Deliverable: Strategic & tactical roadmap

7. BIG DATA MEANS BETTER TARGETING BUT DEPENDS ON LINKING AND PARTNERSHIPS
Display targeting is historically based upon online audience insights only.
© 2014 Acxiom Corporation. All Rights Reserved.
False Signals Cost
Current Customers
Wrong Target
Audience
(Unprofitable)
Irrelevant Message
Other (miss timing,
etc.)
Total
$0.20
$0.05 - $0.15
$0.02 - $0.05
$0.01 - $0.02
$0.42
Results in false signals almost 50% of the time
Utilizing 1st party data, you can filter out many of the false signals caused by inaccurate customer views.
For every penny redirected, realize a 2-4x better results than you are today.

8. LEGAL & PRIVACY LANDSCAPE
Being anonymous an anachronism
http://thehill.com/policy/technology/208040-can-anyone-be-anonymous-anymore#ixzz34Fo4db6d
Canadians have right to online
anonymity, Supreme Court rules.
http://www.theglobeandmail.com/news/national/supreme-court-privacy/
article19155295/
Lawmakers eye Facebook’s new ad
practices
http://thehill.com/policy/technology/overnights/209249-overnight-tech-lawmakers-eye-
facebooks-new-ad-practices#ixzz34p10w53B
© 2014 Acxiom Corporation. All Rights Reserved.
Quantifying Privacy: A Week of Location
Data May Be an ‘Unreasonable Search’
http://bits.blogs.nytimes.com/2014/05/31/quantifying-privacy-a-week-of-location-data-may-
be-unreasonable-search/?module=BlogPost-
Title&version=Blog%20Main&contentCollection=Technology&action=Click&pgtype=Blogs&r
egion=Body
NTIA Asks Public How To Balance
Privacy With Data Collection
http://www.mediapost.com/publications/article/227339/ntia-asks-public-how-
to-balance-privacy-with-data.html
FCC Reaches Settlement Over
Alleged Do-Not Call Registry
Violations
https://www.huntonprivacyblog.com/2014/05/articles/fcc-reaches-settlement-alleged-
call-registry-violations/
Apple Moves To Stop Location-
Trackinghttp://www.mediapost.com/publications/article/227587/apple-moves-to-stop-location-
tracking-by-mobile-an.html?edition=73541
Google search results may
indicate 'right to be forgotten'
censorship
http://www.theguardian.com/technology/2014/jun/08/google-search-results-
indicate-right-to-be-forgotten-censorship
EU privacy laws will apply to U.S.
companies who do business in Europe
http://www.pcworld.com/article/2361060/new-eu-privacy-laws-will-apply-to-noneuropean-
companies-in-the-continent.html
Singapore Personal Data Protection
Commission Publishes Two Advisory
Guidelines https://www.huntonprivacyblog.com/2014/05/articles/singapore-personal-data-
protection-commission-publishes-two-advisory-guidelines-anticipates-promulgation-pdpa-regulations/
China cracks down on Apple’s iMessage
http://www.techinasia.com/china-cracks-apples-imessage-national-web-cleanup-continues/

9. THE TRUTH BEHIND DATA
The data itself is becoming a commodity, value is in what you do with it.
• Data is widely available and
data providers, in similar
industries, have nearly
identical information*
• Data decays so keeping it
accurate and up to date is
paramount
• Data without connections has
limited value
• When working with data, a
clear understanding of privacy
and governance is critical
© 2014 Acxiom Corporation. All Rights Reserved.
Data
Value Privacy

10. * THAT SAID….
• Not all data is equal*
• Adding 1st, 2nd, and 3rd Party
data together is foundational
to competing in today’s
economy
• The combination of
Contextual data, Demographic
data, and Behavioral data
creates unprecedented Lift
© 2014 Acxiom Corporation. All Rights Reserved.
* Multivariate Data Performs Best

11. POWERING REAL CONNECTIONS STARTS WITH BETTER INSIGHTS
© 2014 Acxiom Corporation. All Rights Reserved.
• Visited your brand site, browsed men’s belts
• Email is csmith@yahoo.com
• Purchased a watch last year
• Recently searched for bar stools online
• Served a display ad for Black Friday Doorbusters
But these data assets are usually…
• Disconnected – available only in pockets
and silos, divided into known and
anonymous
• Riddled with duplication
• Hobbled by data-quality issues
• Lacking the consistency and clarity
required to achieve 1:1 marketing @
scale
WHAT YOU MAY KNOW

12. POWERING REAL CONNECTIONS STARTS WITH BETTER INSIGHTS
© 2014 Acxiom Corporation. All Rights Reserved.
• His name is Chris P. Smith
• He’s 34 years old
• He earns $175,000 per year
• He lives at 1602 Prospect Ave, Park Ridge, IL 60068
• His mobile number is 1-312-883-6785
• He’s married to Jeannie Smith
• They have two children, Sam (10 years) and Carol (7
years)
• He owns his home
• He is a social influencer
• His Twitter handle
And His Propensity for…
• Luxury apparel and accessories
• Video gaming
• Charitable giving
• Travel and vacationing
• Tech and gadgets
WWe’HreA taTlk iYngO aUbo Cut aO 3U60L-dDe gKreNe OvieWw that gives you relevance.

13. DEFINING THE OPTIMAL AUDIENCES AND EXPERIENCES WITH RELEVANCE…
First Party Third Party
Customer Segmentation
Lifetime Value and Share
Product and Spend Propensities
Advanced Analytics
© 2014 Acxiom Corporation. All Rights Reserved.
Look-alike Profiles
Transactions
Contacts
Preferences
CRM/Loyalty
Website Visitors
Propensities
Demographics
Behavior
Interests
Life Events
Anonymous
Previous Customer
High Value
Chris P Smith
Male, 33-34
Married
$175,000 per year
Online shopper
Buys luxury apparel
Charitable giver
Video gamer
Heavy Twitter user
Relevance

14. CUSTOMER OPPORTUNITY ANALYSIS (COA)
A systematic data mining process that identifies growth and
retention opportunities in your current customer base.
© 2014 Acxiom Corporation. All Rights Reserved.
Product/
Category
Analysis
Communication
Channel
Analysis
Segmentation
and Profiling
Share of
Wallet
Analysis
Lifetime
Value
Analysis
Attrition
Impact
Analysis
Provides an action plan that helps you immediately leverage
these insights to…
• Develop relevant, personalized communications to drive
increased engagement
• Determine optimal marketing mix across channels
Action Plan
and Financial
Impact

15. © 2014 Acxiom Corporation. All Rights Reserved.
Segmentation,
Product and
Share of Wallet
Analysis
Attrition Impact
and Lifetime
Value Analysis
Communication
Channel Analysis
Customer Action
Plan
• Profile customers against Acxiom InfoBase®, Personicx®
and Audience PropensitiesTM
• Identify natural clusters and best products to offer
• Use highest value customers to estimate share of wallet
and growth potential for each customer on the base
• Quantify revenue and profit impact of attrition
• Use combination of historical value, growth potential
and attrition risk to estimate life time value of each
customer
• Identify customer communication/media channel
preferences
• Size new customer opportunity for targeted online
advertising for each major online publisher
• Based on the insights, develop customer decisioning
strategies including best offers, channels and contact
cadence to revenue and profit opportunities
HOW IT WORKS

16. High Value
20% customers
73% sales
Average Spend: $4818
Moderate Value
30% customers
20% sales
Average Spend: $888
Low Value
50% customers
7% sales
Average Spend: $184
WHAT’S AT STAKE?

17. Deliverable: Determine 1st/3rd Relationships & Onboard Accordingly

18. Using multiple devices and often more than one at a time…
© 2014 Acxiom Corporation. All Rights Reserved.
Becky
IDs
Becky Jones Hall
501-252-1000
123 Main Street
Anytown, USA
becky@gmail.com
rjones@corp.com
Client
12345
Cookie 1
Cookie 2
Cookie 3
Cookie 4
Cookie 5
Cookie 6
Cookie 7
Cookie 8
Cookie 9
Cookie 10
Cookie 11
Cookie 12
YOUR
BRAND
HERE
Channels
Website
Direct Mail
Email
TV
Mobile
Social
Web
Search
Devices
is incorrectly identified
as multiple individuals.
…results in inaccurate
targeting and wasted
media spend.
Becky likely interacts with your brand across many channels…
Across these channels and devices are many different versions of consumer identification…

19. You must accurately recognizes individuals across
cookies and devices…
© 2014 Acxiom Corporation. All Rights Reserved.
…linking them to a persistent
Anonymous ID in a privacy-compliant
safe haven.
Becky
is more accurately
recognized as a single
individual
Anonymous ID
#XYZ123
…makes recognizing and
targeting her across
channels more certain and
effective.
IDs
Becky Jones Hall
501-252-1000
123 Main Street
Anytown, USA
becky@gmail.com
rjones@corp.com
Client
12345
Cookie 1
Cookie 2
Cookie 3
Cookie 4
Cookie 5
Cookie 6
Cookie 7
Cookie 8
Cookie 9
Cookie 10
Cookie 11
Cookie 12
Channels
Website
Direct Mail
Email
TV
Mobile
Social
Web
Search
Devices
YOUR
BRAND
HERE

20. WHY IS THIS SO CRITICAL?
Consistent Brand Exposure Drives Offline Sales From Digital Ads
© 2014 Acxiom Corporation. All Rights Reserved.

21. CLOSED-LOOP MEASUREMENT ACROSS THE ENTERPRISE
Cross-Channel
Campaigns
Targeted
Audiences
Ad Serving /
Impression
Activity
Website Activity
/ Conversions
Understand
Marketing
Effectiveness
Make Better,
Faster Decisions
• Which media provider is driving
the highest conversion rates?
• How can I optimize my media to
drive conversions?
• What are the characteristics of
my best-performing segments?
Offline
Conversions
LAYS THE FOUNDATION FOR ATTRIBUTION

22. MARKETING DATA MANAGEMENT MATURATION
Offline Data Online Data
20 years ago
© 2014 Acxiom Corporation. All Rights Reserved.
Customer
Service
Online
Data
Website
Impressions
3rd Party
Emerging
Partner
Email
Partners
Field
Sales
Direct
Mail
Tele-
Marketing marketing
DB
Today
Enterprise-Wide
Cross-Channel Integration

23. JUST BECAUSE YOU CAN DO SOMETHING….
© 2014 Acxiom Corporation. All Rights Reserved.
DOESN’T MEAN YOU SHOULD!!!

24. HIGH LEVEL FUTURE STATE WITH ACXIOM LIVERAMP
First Party Data Onboarding to the Digital Ecosystem
1st
2nd
Client Data
Environment
© 2014 Acxiom Corporation. All Rights Reserved.
3rd
• Set Top Box
• Retail
• Share of Wallet
• GEO Fencing
• Etc.
SCV
DQ
• Device
• IMEI
• App ID
• Etc.
Safe Haven
Data
Onboarding
Distribution
1st Party Data Feeds
Acxiom
AOS
Premium Pubs
DSP
= OTHER PARTNERS
Mobile
Social
TV
Tag Management
Webite Personalization
Big Data
Platform
Direct 3rd Party:
• Targeting Platforms
• Measurement Platforms
• Personalization Platforms
LiveRamp.cpm/Partners

25. QUESTIONS BIG DATA HELPS YOU ANSWER
“What optimizations of
audiences could I make to
improve performance?”
“Are there attributes within
my audiences that are
driving more response? How
can I find more of those?”
“Am I wasting media spend
on the wrong audiences?”
“Am I reaching the audiences
I intended?”
“What were my best and
worst performing audiences
for a campaign or
campaigns?”
© 2014 Acxiom Corporation. All Rights Reserved.
“How do I optimize my
budget across online, mobile
and TV?”
“What is my ideal
frequency by individual
rather than cookie ID?
Did I have wasted spikes in
“What is my audience reach impression delivery?”
“What were my best and
worst publishers in terms of
performance offline and
online – in terms of cost?”
“What can I learn about the
offline versus online
performance of my
audiences, publishers,
geographies?”
across partners and
publishers?”
IDENTIFY
ACTIONABLE AUDIENCE INSIGHTS
MEASURE
RESULTS WITH ACCURACY
REACH
ACROSS CHANNELS WITH CERTAINTY

26. POTENTIAL BIG DATA USE CASES FOCUSED ON MARKETING
Tying it all together (data, recognition, email, direct, mobile, social, tv, display,
partners, weather, etc.) in a privacy compliant manner
Combining 1st, 2nd & 3rd Party Data w/ TV
Campaign
• Define Best Household Attributes
• Use Addressable TV to Target
• Link Through Safe-Haven
• Use Set-Top Box Data to Measure
© 2014 Acxiom Corporation. All Rights Reserved.
Use 1st Party Data to reach across
Social Networks
• Define Best Household Attributes
• Reach exactly on Facebook,
Twitter
• Tag creative to determine source
• Measure impact using ad server
logs
Synchronize-Measure Cross-
Channel Campaigns
• Propose channel combinations
• Distribute/Hold Out to exact
audiences with confidence
• Tie offline conversion to
channel engagement
Share of
Wallet
• Use
Location
Data
with
Sales
Data
Retarget website visitors across
premium pubishers
• Tag, catagorize web visitors
• Find them on other channels
• Tailor message using analytics
• Measure impact using offline
data

27. REACHING THE RIGHT AUDIENCE ALSO REQUIRES TECHNOLOGY & PARTNERSHIPS
Management
1st Party
Data
Onboarding
Tag
© 2014 Acxiom Corporation. All Rights Reserved.
Data
Management
Platform
3rd Party Data
Premium
Publishers
Cross- Channel
Planning
Big Data
Analytics

28. TITLE & CONTENT
• Point 1
• Point 2
• Point 3
© 2014 Acxiom Corporation. All Rights Reserved.

29. Reaching The Right Audience
By analysing cookie pools against offline conversion data
and “best client” attributes, clients can reduce waste and
increase conversion by reaching the right prospects…
© 2014 Acxiom Corporation. All Rights Reserved.
“More than 20 times
response
improvement
when the
best creative is
paired with the right
audience”
“5-10 percent
increase in
policies opened in
a single
month with
reallocation of
spend towards
better
responding
segments”
“Substantial media
reallocation because half
of impressions were
served outside the
geographic target”
Knowing Who You Reach Online Makes A Huge Impact

30. Enhancing Website Experiences
Using First Party Data and Third Party Data to Customize
Web Pages based on visitors device id, cookies…
© 2014 Acxiom Corporation. All Rights Reserved.
“Recognize 5%-30%
more anonymous traffic
while delivering more
relevant web content
and offers
“Online personalization
increases brand
engagement, which
drives sales, median
time to sales, revenue
and customer lifetime
value.”
Customizing Online Experience From Offline Data Drives Engagement

31. Improving Conversion Rates
By understanding who are your customers online and
who are your prospects, brands can significantly reduce
waste and increase return on ad spend…
© 2014 Acxiom Corporation. All Rights Reserved.
“5x
Conversion
Rates on
Digital Ads”
“Market to
existing
customers
differently than
pure prospects”
“Reach people using
direct marketing best
practices across the
digital world”
Knowing Who You Reach Online Makes A Huge Impact

32. Better Engagement & Attribution
Recognizing and coordinating ads across channels and
properties improves marketing and enables more
accurate attribution…
© 2014 Acxiom Corporation. All Rights Reserved.
“Segments
exposed to just
digital ads
responded at a
more than 10%
higher rate”
“Direct mail with
digital display
advertising
generated a
more than 30
percent lift
in response
rates”
“Critical insights into what
works, helping the
company
make better decisions
about where to spend its
marketing dollars”
Recognizing People and Coordinating Engagement Pays Big Dividents

33. Q&A
Chad Engelgau, VP of Customer Engagement