turning big data potential into consumer & brand value
DESCRIPTION
Acxiom presentation for Unilever marketers at ad:tech London 2014.TRANSCRIPT
DATA
CONNECTIVITY
Turning BIG Data potential into consumer & brand value
Connect your data to yield better results:
BESTCONTEXTUAL
BESTDEMOGRAPHIC
BESTBEHAVIORAL
550%
1,235%
CONVERSION PERFORMANCE:LIFT VS. UNTARGETED MEDIA
BESTMULTI-VARIATE
132%
5,450%
BIG Data is everywhere, the key to unlocking potential is in data connections
Recognise individuals across channels. Define the relevant experience based on identity.
Deliver a coordinated cross-channel experience at scale.
Assess performance based on actual results in funnel and on sales. Refine and Optimise future engagement.
1. RECOGNITION 2. CONNECTIVITY 3. MEASUREMENT
4. CONSUMER PERMISSIONS AND DATA PROTECTIONIndividual data rights and preferences. Combined with security.
4
Data Connectivity
CLEANSE RECOGNISE
ORGANISE
AGGREGATE & SEGMENT
ENHANCE
ENGAGE
Cloud based systems
Affinity Partners
Social Media
Digital Behavioural
Dat
a In
teg
rati
on D
ata Usag
eAnalytics Software
Multi-Channel Campaign Management software
Data Onboarding
Business Intelligence
Operational systems
Guardian News & Media –will report a 25% rise in digital revenues from £55m to almost £70m in the year to the
end of March 2014.
Carrefour to Monetise their Data Assets for CPG brands through Media Activation
HAVE: NEEDED:
1. Transactional Data 2. Existing Segmentations
and Analytics3. FMCG brands
1. Recognition across channels
2. Safe Haven Matching 3. Measurement
6
Windows Phone iOS Android
Creative in email dynamically chosen based on segment assigned by recognising the consumer and the smartphone device OS they have in their pocket
Partnering with Acxiom enables Brands to activate currently unreachable data sources through a privacy
lead approach, driving increased effectiveness in
consumer engagement.
Better Connections : Better Results
Connect your data to yield better results:
CONVERSION PERFORMANCE:LIFT VS. UNTARGETED MEDIA
Acxiom examined the performance across of all of its clients who were using data to drive targeted ads. The impact of combining contextual, demographic and behavioural data vs using each in isolation can be seen…
BESTMULTI-VARIATE