A capability model for successfully reaching & engaging consumers

download A capability model for successfully reaching & engaging consumers

of 34

  • date post

    22-Apr-2015
  • Category

    Business

  • view

    3.969
  • download

    2

Embed Size (px)

description

Highlights 4 key capabilities to reach/engage customers in a connected world. 1) Reach/engage your audience by narrowcasting, 2) multidimensional insight - filter out the false signals that cost money and harm brands, 3) create a central nervous system - the synapse to send/receive stimuli then recalibrate, and 4) personalized/coordinated engagement at the moment of truth, when customers are engaged with your brand, and when they're out living their life. These capabilities can facilitate redirection of 15-30% of marketing programs/media spend

Transcript of A capability model for successfully reaching & engaging consumers

  • 1. Hope is not a Strategy A capability model for successfully reaching and engaging consumers Forrester Customer Experience Forum June 2010 1
  • 2. About Acxiom Global marketing services and technology company. Focused on audience and customer engagement #1 Ad Age Agency US Agency Overall US CRM/Direct Marketing Quick Facts: 5,700 clients in 40 countries 300,000 campaigns/year 5 billion consumers engaged/year 1 trillion customer recognition events/year
  • 3. A crisis in customer engagement Just 8% of their customers agree Source - Bain
  • 4. A crisis in insight & focus 2Forrester Research
  • 5. 3comScore
  • 6. Capability model for a connected world Target 15-30% of spend to redirect
  • 7. Capability model for a connected world
  • 8. 1. Reach/engage your audience Customer value varies greatly + 500% Contribution to Overall Profit 0 Customer Value Segment Top 30% Next 50% Bottom 20% Contribution to Overall Profit - 400%
  • 9. 1. Reach/engage your audience Most firms are not getting their fair share of valuable buyers Retailer 1 Retailer 2 UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments Cookware/Kitchen Clothing/Apparel Buyer Accessories Buyer UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments Acxiom, comScore
  • 10. 1. Reach/engage your audience Valuable buyers are hard to recognize Portal 1 Portal 2 UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments Portal 3 Portal 4 UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments 12 Acxiom, comScore
  • 11. 1. Reach/engage your audience Valuable buyers are hard to recognize TV Network 1 TV Network 2 UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments TV Network 3 TV Network 4 UV Index UV Index PersonicX Consumer Segments PersonicX Consumer Segments
  • 12. Therefore, Most Firms Under-invest in high value relationships Over-invest in low value relationships
  • 13. 1. Reach/engage your audience Narrowcast, not broadcast Retailer 1 v Portal 1 This retailers best customers are under-represented on this portal UV Index PersonicX Consumer Segments
  • 14. Capability model for a connected world
  • 15. 2. Multidimensional Insight What do you see?
  • 16. 2. Multidimensional Insight Sorry, there are no silver bullets
  • 17. 2. Multidimensional Insight Just about online context/behavior?
  • 18. 2. Multidimensional Insight Just about online context/behavior?
  • 19. Capability model for a connected world
  • 20. Capability model for a connected world
  • 21. 4. Personalized & coordinated engagement In the Marketing Democracy
  • 22. 4. Personalized & coordinated engagement Illustration When Becky visits a site, audience insights are leveraged to personalize the engagement We know: Service history & preferences Preferred media, channel & cadence Transaction & response behavior Social influence We predicted: Loyalty / attrition score Brand affinity & product propensity Brand image & price sensitivity score Product attribute / demand score We noticed: She has bought several smaller kitchen items using her store card both online and in the store and she clicked on an email link featuring kitchen appliances. Create this experience across media / channels
  • 23. 4. Personalized & coordinated engagement Illustration When Becky watches TV, audience insights are leveraged to personalize the engagement We know: Service history & preferences Preferred media, channel & cadence Transaction & response behavior Social influence We predicted: Loyalty / attrition score Brand affinity & product propensity Brand image & price sensitivity score Product attribute / demand score We noticed: She has bought several smaller kitchen items using her store card both online and in the store and she clicked on an email link featuring kitchen appliances. Create this experience across media / channels