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Loyalty360 Engagement Expo: The Loyalty Divide

Presented by Kathy Hecht, VP Marketing at Acxiom at Loyalty360's Engagement & Experience Expo Oct 29, 2012.

Download the full white paper here: http://bit.ly/acxm-loyaldiv

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Loyalty360 Engagement Expo: The Loyalty Divide

  1. 1. THE LOYALTY DIVIDEBrands Don‟t Offer Loyalty. Consumers Grant It. Kathy Hecht, VP Marketing, Acxiom Loyalty 360 Engagement & Experience Expo October 29, 2012 © 2012 Acxiom Corporation. All Rights Reserved.
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  3. 3. WHAT IS A MARKETER TO DO?? 3
  4. 4. THE LOYALTY DIVIDEMost marketers know what they But, they struggle to do itneed to! As an organization I need to speak to my customer based on their needs and 66% expectations As a marketer, Im hindered by a lack of information or accessibility to my 56% customers 4
  5. 5. CRM AND SOCIAL DATA DISCONNECTA majority of marketers are collecting outside customer data in their 68% marketing campaign efforts Yet, less than half integrate outside customer data into holistic CRM 47% programs 5
  6. 6. INFLUENCERS ARE BEING IGNORED 94% of marketers don’t use Influencer Score as part of segmentation and measurement… 6
  7. 7. NPS IS BEING UNDERUSED 89% of marketers don’t use Net Promoter Scores as part of segmentation and measurement… 7
  8. 8. HOLISTIC „CUSTOMER LTV‟ LAGS ASMEASURENearly half of marketers use But still, many marketers use purchaseCustomer LTV when segmenting history as the primary customermarketing offers…. measurement for messaging mix… Use CLTV when segmenting 47% offers Use purchase history as primary customer 42% measurement 8
  9. 9. AND, NEW CUSTOMERS DON‟T GET TREATED DIFFERENTLY63% of marketers always or frequently treat newcustomers the same when choosing advertising media 9
  10. 10. SMALL NUMBER OF BRANDS HAVEDISCOUNT PRICING AT CORE 7% of marketers have “everyday low prices” as part of their core brand message… 10
  11. 11. YET, INDISCRIMINATE USE OF PRICINGFOR MANY BRANDS But,40% of marketers always/frequently use pricing discounts for promotions… 11
  12. 12. HOW TO CLOSE THE LOYALTY DIVIDE> MULTIDIMENSIONAL INSIGHT • No one signal consistently describes or predicts consumer behavior • Refine across all relevant signals> INSIDE OUT • Activate and refine insights to know your best customers. • Spend more on cultivating relationships with them. • Use what you have learned to identify prospects who think, look, and act like your best customers. 12
  13. 13. HOW TO CLOSE THE LOYALTY DIVIDE> OUTSIDE IN • Collect online data about customers – touches from outside the brand. • Use it to optimize all media> TRUST & TRANSPARENCY • Just because you can, doesn’t mean you should. • Marketing should be for the customer not to the customers. • Long-term trust rather than short-term reward. 13
  14. 14. DELIGHTING CUSTOMERS PROMISESHIGH RETURNS Acxiom client experience 14
  15. 15. “THE LOYALTY DIVIDE”November, 2012 THE LOYALTY DIVIDE 15
  16. 16. THANK YOU acxiom.com/facebook acxiom.com/twitter acxiom.com/linkedin Discover more at acxiom.com.© 2012 Acxiom Corporation. All Rights Reserved.

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