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.

1. ©2014 Acxiom
“User Engagement”
Across Channels
Steve Briley
VP, Data Sciences & Analytics, Acxiom

2. ©2014 Acxiom

3. ©2014 Acxiom
What’s the hard problem?

4. ©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 Challenge
Someone always owns a
moment but
no one owns the guest
Our Solution
Connect the Moments!

5. ©2014 Acxiom
“Connecting the Moments”
Connecting the Moments: Single View of the Customer
5 ©2013 Acxiom | Company Confidential

6. ©2014 Acxiom
The “Problem”
• Fragmented Technology & Funnel
• Fragmented View of Customer Journey
• Fragmented View across Channels
• Fragmented Recognition

7. ©2014 Acxiom
Fragmented Funnel
DATA
DATA
Brand
Advertising
DR
Advertising
Lead Gen
Content Mgmt
Commerce
Support
Loyalty
Awareness
Consideration
Intent
Lead
Store
Conversion
Retention
Reactivation
DMP
CRM
(user)
Email
Retargeting
???

8. ©2014 Acxiom
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
Fragmented Customer Journey

9. ©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. Jones
123 Main St.
NY, NY
Social
 Liked on Facebook
 Tweets about
Experience with
Client
 Updates Status
about Great
Experience
Online or
Mobile Ad
 Browsing Web
 Impression and Click
 Anonymous to Client
Online Purchase
 Purchase, Extended Warranty
 Browsing Activity
 Email Address, Preference Center
 Life Events

10. ©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 or
Mobile 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. Jones
123 Main St.
NY, NY

11. ©2014 Acxiom
cookie 8
cookie 5
Fragmented Recognition
cookie 1
cookie 2
cookie 3
cookie 4
DEVICE
cookie 6
cookie 7
Associated to
devices 1 and 2
Online
Purchase
3
cookie 9
cookie 10
cookie 11
cookie 12
1
2
Associated to
device 3
DEVICE
Offline
Purchase
??
Customer
identified as
3 separate
devices or up
to 12 cookies
rebecca@gmail.com Becky Jones-Hall
123 Main Street
Mobile: 501-252-1000 rjones@corp.com

13. “Big Data” : the
problem

14. ©2013 Acxiom
Big Data is not just a “lot” of data …
Volume
Variety Velocity
Big Data
“Big Data” Tech Stack

15. ©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)
Batches
Oracle
Microsft SQL
IBM DB2
SybaseIQ (SAP)
HANA (SAP)
Greenplum (EMC)
Netezza (IBM)
Redis
Tipco / Streambase
Memcache
Gigaspaces / XAP
TeraData
GraphSQL
Neo4J
Vertica (HP)
Parstream
HBase
MongoDB
Hadoop / HDFS
Cassandra
CouchDB
Impala (Cloudera)
Storm
Shark / Spark
Redshift

16. The Wall
marketers consumers
“Big Data”

17. The Wall
marketers consumers
“channel centricity”

18. ©2013 Acxiom

19. ©2013 Acxiom
RELATIONSHIP

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

21. Connects Audiences Across Data Channels & Silos
ACXIOM AOS
Provides Single View of the Customer
Across Channels, Devices, Applications

22. 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. 23
Engagement Principle #1
Recognize the
Customer Outside
your Company

24. Engagement Principle #2
Recognize the
Customer
Inside your Company
24

25. Engagement Principle #3
Be a Good
Listener
25

26. Engagement Principle #4
Dress for Success
26

27. Engagement Principle #5
27
Interact with your
Customer’s Friends

28. Who Am I?
Engagement Principle #6 Always Be Appropriate

29. 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

30. There is no Funnel
The Economist, Feb 14 2014
This blog was written by David Edelman and Francesco Banfi from McKinsey & Company

31. There is no Funnel
If there were 10 Commandments for
marketing, #1 would be:
Know thy customer.
The Economist, Feb 14 2014
This blog was written by David Edelman and Francesco Banfi from McKinsey & Company

32. There is no Funnel
The Economist, Feb 14 2014
This blog was written by David Edelman and Francesco Banfi from McKinsey & Company

33. The Engagement Value
33
Attract Engage Acquire Retain Grow Optimize
CustomerValue
Before
After

34. CONNECT CROSS-CHANNEL CONSUMER INTERACTIONS
Acxiom AOS
One ASH ID to Connect them All
In Store Purchase
Online Purchase
Convert
SmartLink
Click Activity
AbiliTag
Website Activity
Identify & CollectTouch Points

35. 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
AOS
Social
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
Email
Display
Direct
On-site
In-Store

36. Who are the “Super Consumers”?

37. L’Oreal : 1 week campaign results

38. ©2014 Acxiom
aos.acxiom.com