Presented 12/7/10 at the MediaPost Email Insider Summit by Chris Marriott, Acxiom. Article written on the presentation - http://bit.ly/e9S7L8 White paper written on the subject - http://www.acxiom.com/mot

1. Chris MarriottVP, Global Agency ServicesAcxiom

2. In the Beginning There Was… Maslow's Hierarchy of Needs

3. And Then We Had…. Gronroos’s Model of Service Quality

4. And Finally…

5. © 2009 Acxiom Corporation. All Rights Reserved. The Ground Hog Day Theory of Marketing The Director’s Cut

6. Why Do We Need a New Theory? Non-linear accounts for 1/3 of mass-market TV viewing Media glut = tuning out Between 30–50% of users have spam blockers At least 20% have pop-up blockers 58% regularly delete the tracking cookies People don’t share ads… they read & share things that interest them… Sources: Ramsey Report, eMarketer, Oliver Wyman

7. Media hyper-saturation + Time-shifting technologies +Selective filtering Consumers who choose to remain“unaware” until they inform themselves Why Do We Need a New Theory? “Google always gets me everything I want, whenever I want it, so I don’t have to pay attention until it’s convenient for me” Your marketing is a faucet with each customer’s hand on the spigot

8. Why Do We Need a New Theory? Because when consumers are ready to listen to your marketing pitch you need to be prepared Being prepared means recognizing repeat customers, and being well-prepared for prospects Doing so shows that you respect their time, and value their business

9. The Ground Hog Day Theory of Marketing Remember every interaction (and learn!) Know where I’ll be seeing you Whenever & wherever I see you, recognize me & treat me like an old friend Seek to understand & predict Build strategies around me Remember what I’ve already told you Know what I might – & might not – be interested in at that moment

10. Bill Murray Demonstrates the Theory

11. The Tools You’ll Need Customer Recognition + Smart Data + Personalization

12. This Is How a Consumer Looks to Most Marketers… 12

13. 13 “Do You Really Know Me?”

14. OK, Now You've Got Recognition Nailed 14

15. Recognizing Customers & Prospects When They Are Anonymous How can you identify whether a person is a customer or a prospect in the online channel? Most common used identifiers are data passed through: Cookies (resides on person’s computer) Tracking links in email/web Site side technology (similar to cookies) can identify users by their IP addresses Email address

16. Name Contact & Life stage Changes Address Home Phone Cell Phone Computer eMail Direct Marketing Digital Campaign Brick & Mortar Call Center Touch Points Customer Support Website It Has Always Been Difficult to Track Customer Interactions… Now It Seems Impossible

17. You Don’t Have To Boil The Ocean

18. Email Personalization Integrated Best Practices Email Header Optimized for mobile devices Web-version Dynamic sidebar Account Information Phone-specific links Personalized Content Articles tailored for your plan, your equipment Up-sell opportunities Integration of Social Media Facebook, Twitter, Youtube

19. Display Ad Personalization Capture specific behaviors on your site or in email, store that in a cookie and then deliver ads to those visitors when they are on other sites Audience Integrity: Know the Who Capture dynamic website actions (travel dates, zip codes, etc.) Serves only to your in-market audience Segment visitors by their actions Suppress converters from campaigns YOUR BRAND Product 02 Product 01 Product 03 Demographic 02 Ad Network 01 COMMUNICATION VEHICLE YOUR PROSPECTS Demographic 01 Ad Network 02

20. Display Ad Personalization Someone visits your site Shopping Behaviors are Captured 1 Relevance-X Retargeting 2 Serve relevant ads later by shopping Behavior 3 20

21. Visitor arrives at the client website through Selected creative is delivered to display on client’s Website Rules Engine Page JavaScript Tag is triggered and calls for Content Client or Akamai creative hosting Visitor Segment data collected by JavaScript Tag is sent to Acxiom servers Dynamically modifying the content on your website to match the needs and interests of individual visitors… …on the fly …as they arrive at your site …while they browse your site …and as they leave your site User Interface Segment data is processed, Rules Engine determines creative treatment that is to be applied Website Personalization

22. When You Can Connect The Dots, It Looks Like This….

23. Where to Start: Think Campaigns, Not Tactics There is a connection between display, search and email—it’s not the single exposure alone that gets Andie McDowell to act, but the context of all the marketing that preceded it It is not enough to anticipate the outcomes of your efforts, they must also be planned for What to you do after you’ve gotten a prospect to click? What do you do after they’ve opted-in to email? Gather and fuse customers insights into your ongoing tactics

24. Mobile Social Marketing SEM Rich Media Email Marketing Micro Sites Think Campaigns, Not Tactics Attract Engage Convert Retain Advocate Very Successful Rarely Successful Somewhat Successful

26. Source (babies/parenting)Acxiom Objective for Dell Today While registering on Moms.com, Rosa Zapatta signs up to receive email updates and offers from Dell. 25

28. Source (babies/parenting)

29. PC usage preferencesAcxiom Objective for Dell Today Rosa receives a Welcome Email from Dell and answers a poll question, letting us know she uses her PC for email, web surfing and photos. 26

31. Source (babies/parenting)

32. PC usage preferences

33. Social networking influencerAcxiom Objective for Dell Today Rosa responds to a Dell email asking her to join the Dell for Education group on Facebook. Rosa’s friends see the group in her newsfeed and join as well. They learn more… and shop. 27

35. Source (babies/parenting)

36. PC usage preferences

37. Social networking influencer

38. Interest in Inspiron laptop

39. Cell phone numberAcxiom Objective for Dell Today Rosa clicks on an offer for a $499 laptop. She saves a configured system in her shopping cart but does not buy it yet. Provides mobile # for price alerts. 28

41. Source (babies/parenting)

42. PC usage preferences

43. Social networking influencer

44. Interest in Inspiron laptop

45. Cell phone numberA couple of days later, Rosa receives an SMS alert about a deal on the laptop she was interested in and offer for free shipping on her purchase. 29

47. Source (babies/parenting)

48. PC usage preferences

49. Social networking influencer

50. Interest in Inspiron laptop

51. Cell phone numberAcxiom Objective for Dell Today Later in the week, Rosa sees a targeted display ad promoting the laptop she was interested in buying. 30

53. Source (babies/parenting)

54. PC usage preferences

55. Social networking influencer

56. Interest in Inspiron laptop

57. Cell phone number

58. Name and address

59. Lifestyle clusterAcxiom Objective for Dell Today Rosa realizes the laptop comes in multiple colors… and buys the laptopin green. 31

61. Source (babies/parenting)

62. PC usage preferences

63. Social networking influencer

64. Purchase of Inspiron laptop

65. Cell phone number

66. Name and address

67. Lifestyle cluster

68. Accessory purchaseAcxiom Objective for Dell Today Later, Rosa checks her email on Hotmail. She sees an ad based on her recent laptop purchase and buys an extra battery. 32

70. Source (babies/parenting)

71. PC usage preferences

72. Social networking influencer

73. Purchase of Inspiron laptop

74. Cell phone number

75. Name and address

76. Lifestyle cluster

77. Accessory purchase

78. Digital camera ownerAcxiom Objective for Dell Today After Rosa receives her laptop, she gets a Welcome Email with tips for her new PC and offers based on her lifestyle. She buys a photo printer. 33

80. Source (babies/parenting)

81. PC usage preferences

82. Social networking influencer

83. Purchase of Inspiron laptop

84. Cell phone number

85. Name and address

86. Lifestyle cluster

87. Accessory purchase

88. Digital camera ownerToday Acxiom Objective for Dell The next week, Rosa gets a second Welcome email featuring articles on ways she can use her PC… and tips and tricks for photo printing. 34

89. Ongoing Communications… That Learn The Right Place We know what social networks she uses, that she checks her Blackberry often and her preference for Home offers. She just got an iPhone. The Right Message We know she has a baby, owns a digital camera, buys computer accessories, purchased a certain laptop, and uses her PC for email, web surfing and photos. We know her address, income level, interests, lifestyle cluster, job title and where she works. She bought a new desktop and changed her job title. The Right Timing We know when she bought her notebook, when she bought her computer accessories and when she opens emails most often. She checks email more on weekends. When things change for Rosa, so do the messages she receives. Her communications are always relevant, timely and personally engaging. 35

90. But if You Do Want to Boil the Ocean…

91. Where There’s a Will There’s a Way In theory, most marketers should be able to very accurately measure their online marketing activities The main obstacles in most companies to an effective measurement strategy is money and organizational issues

92. Audience Management SystemYour audience, addressable anywhere, reached with certainty Print 144mm Households Match Mobile 86 mm Users Call Center 73 million numbers Anonymize Enhance Email 70mm Addresses Apps Social 650mm Profiles TV 59 mm Households Online Display 200mm Profiles Safe Haven Advertiser Publisher Just Your Audience Product Propensities Anonymous Match Channel Preferences Media Preferences Publisher Audience Advertiser Audience Customer Behavior Real Time Data Exchange External Insights Delivery Integration Attitudes / Personas Partnership Ecosystem 38

93. Relationship Profile Customersegment history Product ownership history Current & lifetime value Share of wallet Marketing budget by customer Interaction History Service history Promotion history Response history Across channels Brand Advocacy Net Promoter Score Degree of social influence Brand metrics at customer level Product Propensities Propensities across the conversion funnel Next best product to sell Likelihood to recommend Media Preferences Media consumption Explicit preferences Implicit preferences Context preferences Contact/cadence strategy Channel Preferences Shopping pathway Preferred buying channel Preferred research channel Preferred service channel Interests & Attitudes Purchase intent by category Recreational interests Social Causes Geodemographics Age Occupation Gender Location Ethnicity Family / size of household Life stage / life event Monetary Indicators Income indicator Wealth indicator Discretionary spending Real property indicators Multidimensional InsightAcxiom enables multidimensional consumer insight & recognition

95. Send and receive signals that influence consumer behavior

96. Integrate customer data sources and touch points

97. Integrated Partner Ecosystem

98. Play the data as it liesClient Marketing Databases InfoBase Enhancements Segmentation Campaign Processes & 3rd Party Apps 3rd Party Data Insight Mgmt. Analytic Tools & Data Marts Transactional Data Closed-Loop Response Analysis & Rptg. Customer Data Sources Mobile Text Display Mobile Apps Email In Store Mobile Social Media Website In Store Networks ITV Connected Devices Call Center Custom Media Direct Mail Marketing Central Nervous SystemAcxiom enables radically improved performance across channels

99. Thank you. Questions? The global interactive marketing services company