The Data Connection: Marketing to the Empowered Consumer
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This document discusses how marketers can use customer data and analytics to better target and market to consumers. It emphasizes connecting customer insights across both digital and traditional data to optimize marketing efforts. Some key points discussed include using digital data to refine customer understanding, investing marketing proportional to existing customer value, and connecting customer insights with partner data for more contextual targeting. The document provides several examples of how data and analytics can inform marketing strategies and campaigns, such as identifying lookalike audiences, assessing marketing impact, and optimizing pricing and promotions. It also discusses how data management platforms and analytical models can power integrated online and offline marketing programs by leveraging behavioral, transactional, and modeled consumer insights.
The Data Connection: Marketing to the Empowered Consumer
- 1. The Data Connection: Marketing to the Empowered Consumer Dr. Phil Mui Chief Product Officer, Acxiom
- 2. Must Have
- 3. Essential Requirements Refine insight about customers across all relevant data points… multiple signals Invest proportionally to existing customer value then find lookalikes Use digital data to optimize CRM, traditional and all media Connect your customer insight with your partners’ contextual insight Are you doing for customers or to? Value is not just short-term results 3
- 4. For Example
- 5. 5
- 6. Relevance and Precision
- 7. Cookie-Based Lookalikes Addressable Audience PII-Based Extended Audience Known Audience 1M 10M 100M 1B Scale Relevance and Precision (performance) 7
- 8. How?
- 9. Making the Connections ONLINE OFFLINE UNIQUE AbiliTec INSIGHTS Connections emerge and remain consumer-friendly 9
- 10. Holistic Marketing View MARKETING SAFE HAVEN ONLINE MARKETING DATABASE SYSTEMS ENVIRONMENTS ECOSYSTEM Personally Identifiable Where PII and segments are Anonymous and Personally Information (PII): integrated but not shared Identifiable Information (PII): Customer and Prospect between partners Customer and Prospect segmentation data behaviors and insights Analytics / Modeling and Consumer Propensity Scoring Third-Party Consumer Insight Data Focus on Data Quality and Superior Customer Recognition Consistent Focus on Privacy and Compliance 10
- 11. Making It Real MARKETING CUSTOMER PRICING PROFITABILITY What is the optimal Which customers hold the How do I better defend marketing spend / mix? highest future value and how do my pricing? I capture it? How do I better assess How can I become less marketing’s impact? Which prospects act / look / reliant on discounts to think like my best customers? drive activity? How should I reach them? 11
- 12. Making It Real DATA MANAGEMENT PLATFORMS BEHIND THE SCENES • Integrating disparate data sources • Real-time data integrations • Identify audience behaviors keep audience feedback • Act faster: Manage online audience updated • Leverage 1st-party offline data elements and segmentation including purchase history • Use media and other content interactions to inform follow- up impression serving • Integrate behavioral and browsing data sources • Inform content management systems to target dynamic offers • Fast and easy tag management tools 12
- 13. Making It Real PARTNER MARKETING BEHIND THE SCENES • Engage the right audience with online display • Leverage your best customer • Identify your best prospects models and you can target ad • Target with specific offers in preferred channels units with precision • Activate offline consumer insights and segments, online • Collaboratively target audiences with publisher partners in interactive channels – online, mobile, and TV • Invest in display advertising only when your audience is also tagged for later retargeting through other properties in the publisher ecosystem 13
- 14. Making It Real 3rd PARTY DATA & ANALYTICAL MODELS BEHIND THE SCENES • Integrate online / offline targeting • Effectively reach audiences of • Offer relevant products / brands based on affinity interest and develop • Better predict in-market timing / best channel coordinated online and offline marketing programs • Identify high-profile events through life-stage elements and in-market timing models • Use modeled insights to determine specific audiences channel preferences and usage to optimize spend • Leverage analytical models to determine audience brand affinity and other propensities 14
- 15. Predictive Scoring Modeled Intelligence across Five Dimensions Retail Product Retail Credit Categories Healthcare Communications Communications Automotive Credit Cards Auto Purchase In-Market Timing Brand Affinity Insurance Savings and Investment Electronics Traditional Vehicle Type Channels Emerging Channels Travel Retail Product Propensity Purchase Channel Preference (ownership and usage) Telecomm Communication Shopping Healthcare Savings and Mobile Investments Attitudes and Behaviors Social Technology Fashion Conscious Economic Sensitivity Price Sensitivity Spend Levels 15
- 16. What’s Next?
- 17. Thank You. Questions? @philmui Discover more at: www.acxiom.com/dma12