E Acquire Nd 070809

eAcquireDiscussion Document

August 2009

GLOBAL INTERACTIVE MARKETING SERVICES

GLOBAL INTERACTIVE MARKETING SERVICES2

Agenda– Objective

– Current proposition overview

– Current proposition SWOT

– Solution check list – “must have’s”

• Example approach

• Example testing framework

• Example reporting matrix

– Commercial considerations

– Marketing, product and sales support

– Positioning – how does this solution fit with the wider Acxiom proposition

– Next steps/actions


Objective• Evaluate current email acquisition proposition• Make an assessment as to whether improvements could be made• If yes, agree an action plan to make those improvements


Current solution overview• Stuart, Please could you provide a verbal overview of the current email

acquisition proposition? Thanks


Current solution SWOT – to be completed as a group

Strengths OpportunitiesTarget market

New doors? Opportunity to break into the digital thoughts of our clients?

WeaknessesHeavily reliant on people & process

Who own the process end to end?

Current repository overused

ThreatsCompetition?

Once proven as a channel, is it then scalable? If so, how


Solution requirements checklist – “must have’s”Stage Role Acxiom Capability

1 Identify revenue opportunity Sales Y

2 Overall project management (critical success factor) Sales support Y

3 Understand and agree business objectives & business case– Site registration, NBR Site visits, Reduced customer service costs…

Consulting Group Y

4 Understand, assess and define the campaign strategy Consulting Group Y

5 Evaluate creative & subject line ? Y

6 Create a campaign testing framework/ matrix– list– SL– Creative– number of broadcastfollow up, remail

(e)Consulting group Y

7 Campaign execution– Processing, Data enhancement, campaign cells

Y

8 3rd Party Data sourcing ? Y

9 Campaign reporting– by list, broadcast, SL and creative

? Y

10 Post campaign analysis– “Directs v deviants”

Analysis group Y

11 Final campaign evaluation and recommendations Consulting group Y


Example approach

Ph

ase

3P

has

e 1

Ph

ase

2

Consulting G

roup

Understand business objective

Understand marketing strategy

Business case development

Define campaign strategy

Create testing framework

Evaluate SL and creative

Campaign performance analysis

Post campaign evaluation

Roll-out recommendations

Understand

Execute

Evaluate


Execute

Evaluate

Understand Define campaign strategy

Create testing framework

Evaluate SL and creative

Phase 2

Phase 3

Example approach

Consulting group

Understand business objective

Understand marketing strategy

Business case development

Campaign performance analysis

Post campaign evaluation

Roll-out recommendations

Phase 1


Example: Three month testing framework

Month 1

Subject line

Creative

List source

Month 3

Follow up

List source

Month 2

Data overlay

List source


Month One: Example Testing framework

Subject Line A v B

0-5% available

data

Champion SL

Creative A

6-10% available data

Week 1 Week 2 Week 3 Week 4

Champion SL

Creative B

11-15% available data

Champion SL

Champion Creative

15-100 % available data

Control Cell

Soft bounces & non-opens

Champion SL

Champion Creative

One third of total available data


Reporting MatrixExample needed


Marketing, product management and sales support• Proposal - ppt and word template

– Content:• Client requirement• Solution overview

– Team roles including bios– Data recommendations

» List» Enhancement

– Processing» Customer suppressions» 3rd party list deduplications» Other screening eg credit

– Testing framework theory» Example

– Reporting options» Simple click-thru, open-rates» Matrix by list, cluster, broadcast…

• Recommendations• Pricing – see next slide.• Next steps

• Product pdf fact sheet• Can the solution be productised?• Microsite?


Pricing framework• Considerations

– Minimum spend?– Margins on 3rd party data?– Is there a deal budget for this?

Component £

Number of days

Man days• Consultancy• Data consultancy• Analysis• Campaign mgt

Data• Acxiom

– Enhancement– List

• 3rd Party

Processing

Total


Acxiom capability | Fit with the wider proposition?

Marketing Database and Data InfrastructureMarketing Database and Data Infrastructure 36036000 View of the Consumer, Transaction Data, Customer Data, 3 View of the Consumer, Transaction Data, Customer Data, 3 rdrd Party Data, Customer Data Integration, ETL, Data Party Data, Customer Data Integration, ETL, Data

Warehouse, Data Mart Creation, Segmentation, Products, Events, Promotions, Waves, Response, SuppressionsWarehouse, Data Mart Creation, Segmentation, Products, Events, Promotions, Waves, Response, Suppressions

Marketing Information and AnalyticsMarketing Information and Analytics

Business Intelligence, Marketing Performance Management, Production Analytics, Predictive Analytics, Discovery Business Intelligence, Marketing Performance Management, Production Analytics, Predictive Analytics, Discovery Analytics, Multi-Channel Analytics, Data Mining, Simulation, Web AnalyticsAnalytics, Multi-Channel Analytics, Data Mining, Simulation, Web Analytics

Multi-Channel Campaign ManagementMulti-Channel Campaign Management

Event Detection, Campaign Definition, offer management, Contact and Response History, OptimizationEvent Detection, Campaign Definition, offer management, Contact and Response History, Optimization

Channel EngagementChannel Engagement

Email, Website, Search Engine, Banner Ad, SMS, IPTV, Contact Centre, Direct MailEmail, Website, Search Engine, Banner Ad, SMS, IPTV, Contact Centre, Direct Mail

StrategyStrategy

Strategic Planning, Competitive Intelligence, Acquisition, Strategic Planning, Competitive Intelligence, Acquisition, Retention, Loyalty Management, Brand Management, Retention, Loyalty Management, Brand Management,

Creative Management, Privacy, RiskCreative Management, Privacy, Risk

IT InfrastructureIT Infrastructure

High Performance Compute Capacity (Grid), SOA, Hardware, Network, Software, Security, Disaster RecoveryHigh Performance Compute Capacity (Grid), SOA, Hardware, Network, Software, Security, Disaster Recovery

ExecutionExecution

Marketing Fulfillment (telemarketing, direct mail, email), Marketing Fulfillment (telemarketing, direct mail, email), Measurement, Analysis, Multi-channel Execution, Measurement, Analysis, Multi-channel Execution,

Contact Center, eCommerce, Production Management, Contact Center, eCommerce, Production Management, Lead Management, Event Based Marketing, Vendor Lead Management, Event Based Marketing, Vendor

ManagementManagement


Next steps/actionsDescription Owner Date for completion

E Acquire Nd 070809

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