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2. Leverage Data Beyond the Data The stakes are higher; your system will be viewed by all parties managing customer and prospect-touching programs. Integrating data across channels is a priority for trying to amass the insight necessary to deliver upon cross-channel coordination. Also, as a single point of reference, this system will become the source for segmentation and optimization. While even the worlds largest brands can only capture a sliver of each persons life, maybe 1 or 2 percent, information is available that can help fill in the gaps of understanding and increase accuracy in identification and segmentation. Sources will include digital channels as well as third-party insight you may already leverage on the direct side of the house. With a bigger view of each member of your target audience and their response across channels, this enriched asset will be indispensable. Ensure that your digital marketing colleagues can see and understand how to use this insight. This is critical to delivering a consistent and engaging customer experience. Perform contact sequencing where you plan out the pace of communications youll do in each channel. You need to have some view of your target audience around customer segments such as where they spend time, profitability and predictive analytics so that you can assess propensities, and so forth. Its presumed that youll have a base idea of customer value which you should use to select within segments to develop your contact sequencing as it will give you the ability to drive profitability. Work with your digital counterparts to help understand how audience lists are built (compiled vs. subscriber lists). Consider quality versus quantity. Invest in this process with great scrutiny. You will want to ensure consistency and collaboration. Employ analytics and insight via third-party, non-SQL data to expand the knowledge of your customers and target audience while building customer intelligence and insight. Using your regular customer database isnt enough. While soliciting third parties, work with knowledgeable, reputable data vendors who can offer multiple, flexible options. 3. Assemble the Execution Engine Heres where youll connect your marketing systems and bring everything to life. Identify the channel pieces you need to have working in tandem; focus initially on low-risk campaigns and have a vision for expansion. With the need for near real-time processing and incorporation of new data as it becomes available, avoid a big bang or a calendar-driven approach to capitalize on new assets in favor of a much more dynamic model required to play and add value in the digital space. Focus on being in-market with integration of the highest value deployment channels first. Multichannel efforts integrate information from other channels in order to better target and engage your audience through their preferred channels. Youll want to start monitoring, logging and correlating interactions in order to identify patterns which will help you to establish behavior and preferences. This in turn will help you create better offers and timing of those offers, and increasingly refine and hone your marketing efforts to optimize outcomes. Discuss and brainstorm scenarios and examples of where they will be used. For example, youll want to understand how direct mail and email campaigns work together simultaneously and how these systems are fully fused where you can fuel the stimulus to the audience, measure their response and take the next step with the right channel.
Call the data from its source Integrated partner ecosystem Integrate customer data sources and touch points Send and receive signals that inuence consumer behavior Correlate consumer behavior with marketing/advertising across channels over time
Campaign Insight Mgmt. Processes & rd 3 Party Apps Analytic Tools & Data Marts
Transactional Data
Enhancements Segmentation
Results
Savings Bank Life Insurance of Massachusetts blended customer data with third-party insight to help craft complex life stage segments of their target audience. Engaging their audience in a coordinated, multichannel fashion with a personalized communications approach helped them exceed their leads-to-customers by 123 percent at a lower cost per lead against budget cuts in marketing and sales while also introducing prospects earlier in the buying process. They reduced cost per lead and increased profit in less than 120 days. Rodale is an American publisher that executed the right sequence of campaigns to their base by blending offline and online data with flexible business rules. They ran a series of 100 or more email campaigns simultaneously, seamlessly moving customers from new acquisition campaigns to cross-sell/up-sell opportunities and into maintenance or reactivation campaigns. Each customer experiences a unique conversation, tailored to their individual interests and the system suppresses products theyve purchased or opted not to receive offers on. Rodale defines a unique rhythm of customer contacts and rests for each campaign, providing the ability to communicate daily with new acquisitions and less frequently but still regularly with longer-term customers. This segmentation allowed them to increase the number of products they promote from 23 per month to 151 per day while seeing an increase in gross orders of 44 percent.
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Conclusion
Direct marketings role in digital marketing efforts will evolve as organizations connect the concepts of addressable media to the systems they already have in place. While multichannel marketing is a desire of todays leaders, direct marketers need to learn these trends and take the responsibility for evangelizing their capabilities within their organization. Indeed, the value of your marketing assets and processes should be evaluated to include benefits outside of the typical direct mail and customer service channels. Data marketers have great opportunities to build upon their skills, help their organizations succeed in the digital age and advance their careers by taking practical, incremental steps. They can get started now by building a logical marketing system as part of a set of capabilities that marketing will need to embrace in order to succeed in the digital age. To learn how Acxiom can work for you, call 1.888.3ACXIOM (1.888.322.9466) or visit www.acxiom.com.
(1) Forrester Using Digital Channels to Create Breakthrough Multichannel Relationships, Feb 2010 (2) Winterberry report from Bruce Biegler (3) DMA 2010 Response Report (4) Briggs, Rex and Stuart, Greg. What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds, Kaplan Business, September 1, 2006
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