Paradox of the Empowered Consumer, by Tim Suther, at Loyalty360's Engagement Expo 2011.

1. WINNING IN THE AGE OF THE
EMPOWERED CONSUMER
TIM SUTHER
CHIEF MARKETING OFFICER, ACXIOM
ENGAGEMENT EXPO
NOVEMBER 8, 2011
®

3. An enduring emotional bond with customers

5. • Unlimited choice.
• Transparency to price, availability & satisfaction.
• New shopping & buying patterns.
• Amplified voice.

7. There is no MVP of data
There is no MVP of data

8. Develop a data rights strategy

9. Applied Insight
Prioritize your proprietary insight
Data rights as part of every ad buy discussion
Safe haven to reach mutual customers of trusted business partners
Strategy
Prioritize deeply branded experiences
Define success as improving customer portfolio value
Alter media mix and primary research approach
Partners should be agents not principals
Optimize the enterprise
Organizational Capability
Fuse proprietary analytics with customer recognition to personalize
Marketing central nervous system to influence and sense

10. Prioritize your proprietary insight. Leverage a safe haven.
 3.5x improvement in approved credit card applications.
 11x return on ad spend, driving targeted store traffic
 3x room night bookings via combining seasonality,
customer potential, price elasticity, halo effects
Your Money. Your Insights.

11. Multichannel marketing strategies
 $470 million/yr contribution margin increase for OEM auto.
 $100 million/yr improved EBIT for financial services.
 5.5x improved accuracy in projecting primary research
 17% reduced spend via new mix; same marketing results.
Optimize to customer value

12. Enhanced capability model
 3x e-newsletter revenue by “pulling” customer needs v
“pushing” product.
 $200 million incremental revenue by mining call center
logs
 +46% retail sales via next best action targeting
Remember every interaction and learn

14. • Refine and control multidimensional consumer insight
• Assess current capabilities & identify gaps
http://assessment.acxiom.com
• Balance quick wins with structural improvement

15. THANK YOU.
Questions?
© 2011 Acxiom Corporation. All Rights Reserved.