2009 Acxiom Corporation. All Rights Reserved. It s All About the Data Presented by Sandy Hurst, Sales Team Leader, Acxiom

Transcription

1 2009 Acxiom Corporation. All Rights Reserved. It s All About the Data Presented by Sandy Hurst, Sales Team Leader, Acxiom

2 Executive Overview Data: Why, Where, and What InfoBaseX List Consumer Real Property Hotlines Business Value of Customer Segmentation On Demand Modeling Importance of Data Hygiene Selling Questions Online Demo 2

3 Data: Why, Where, and What

4 How Data Drives Customer Solutions Acquire new customers (Get) Prospecting lists Marketing files Maximize potential of existing customers (Grow) Cross-sell, up-sell Keep profitable customers longer (Keep) Retention / reduce churn Save time and money (Save) More efficient marketing / business processes Reduce risk and fraud 4

5 InfoBase-X Data Sources Public Data Transactions National Questionnaires Online/Phone Surveys Product Registrations Modeled Data Summarized Data Geographic Data Aggregation Data Selection In Market Buying Activity Propensities Lifestyles Property Data Personicx Segmentation Demographics/Socio-economics 5 Postal Address, Address and Phone Number

6 InfoBase-X List Consumer Almost 199MM individuals for U.S., nationwide prospecting Real Property Detailed real estate information on 61MM addresses Residential Address Occupancy file with 141MM unique address points Business List 18MM U.S. businesses with phones and firmographics Hotline File Trigger-type consumer files New Movers Moved in last 6 months New Homeowners Purchased a home in last 6 months New Borrowers Refinanced a home in last 6 months Pre-Movers Home listed for sale in last 3 months 6

7 InfoBase-X List Consumer

8 InfoBase-X Consumer List Compilation The InfoBase-X Consumer List starts with over 800 million records from multiple sources and then the following processing occurs: Records are verified by multiple sources 100% ZIP + 4 Coded Address Standardization LACS Link DSF 2 NCOA Link * DMA Suppression Deceased Suppression *Acxiom is a non-exclusive Full Service Provider Licensee of the United States Postal Service. The following trademarks are owned by the United States Postal Service: NCOA Link, DSF 2, LACS LInk and ZIP + 4.

9 List Demographic Selections InfoBase-X Consumer List demographics are usually comprised of elements common to two or more data contributors compared by the following criteria: Recency of data compilation Method of acquisition Specificity Market niche of data contributor

10 A Sample Demographic Record Data Element Source A Source B Source C Source D Premier Record Children Income Homeowner Occupation Age Yes $25 30K X X @ 6 to 12 1@ under 6 $25 30K No Blue Collar 27 Yes X Yes Blue Collar X X X X X @6 to 12 1@ under 6 $25 30K Yes Blue Collar Source Source A Source B Source C Source D Method of Compilation Mass compiled Questionnaires Phone Survey Multi-source compilation Recency/Specificity Verified 6 months ago Verified 12 months ago Verified 4 months ago Verification dates vary by element

11 Examples of Data Available Individual Age Education Occupation Gender Ethnicity variables (rollup and country codes, country of origin, language, religion, etc.) Household Marital status Credit card indicator Presence of children Children s age ranges Household size Income Buying Activity Apparel Food/wine Online purchasers / mail order Electronics Cultural Sports Music Avid >700 attributes PersonicX Household-level segments 100% U.S. coverage 70 unique clusters Product purchase propensity Monthly updates Includes Net Worth Real Property Dwelling size Purchase date Home market value Available home equity Loan detail, type and date - Interest rate type - Lender name - Up to three lien positions Interests Gourmet Boating / sailing Golf Exercise / health enthusiast Ski Upscale living spa >100 attributes Wealth Indicators Highly likely investor Net worth indicator Real estate investor Income producing assets Consumer Prominence Indicator Travel Vacation Domestic Vacation Cruise Vacation European Travel Casino Gaming Travel Family Life Events New parent New mover Recent divorce Newlywed Entering adulthood Empty nester Intend to purchase vehicle 11

12 Enhanced Customer View: Age: 37 Married: Yes Children: Yes, a 6 year old and a newborn Homeowner: Yes Home value: $500-$650K Travel and Entertainment Card Economically Stable Channel Preferences Shop online/buy through agent Brand Preferences - upscale Lifestyle: Boomer Professional Household Segment: City and Surrounds High Propensity to shop dept stores Interests: cultural events, environment, golf, travel, gaming Online: Auto insurance, CD, leisure travel, member of MySpace Postal Address, Phone, Kathy Purchased: Car Insurance Kathy is Likely to Buy: Second vehicle insurance Life insurance Travel insurance Home insurance Highest Likelihood of Purchase Average Likelihood of Purchase Least Likelihood of Purchase Meet Kathy Clark

13 Typical List Applications Quantify and target prospects Acquire new customers Cross-sell more effectively Segment your mailing programs for improved promotions and product development Support strategic marketing decisions Develop more targeted promotions to enhance advertising

14 InfoBase-X List Real Property

15 What Is Real Property List? The largest collection of compiled real property data available from one source for list rental or analytical services Comprehensive database of specific property and loan characteristics such as: loan amount, lender name, loan type, lot size, home square footage and more Designed to target owners of real estate for propertyrelated products and services

16 Who Uses Real Property List? Banks, mortgage brokers, equity lenders Investment service providers Insurance companies Retail stores and catalogs Home improvement services Other home-related service providers It is the right list for many of Acxiom s clients.

17 Characteristic Data Property Type Estimated Home Value Home Equity Home Size Lot Size Year Built Presence of Pool And More

18 Loan / Purchase-Related Data Purchase Amount Loan Amount (1, 2, 3) Lender Name Lender Type Interest Rate Type Loan Dates And More

19 InfoBase-X Hotlines Files

20 Hotlines Overview The notion of what constitutes hot varies by event, but the window of opportunity is usually a maximum of 6 months Hot data commands a high-dollar amount because of its relative value to the direct marketer It marks a change in consumer behavior and buying patterns It is extremely dynamic data; therefore, the cost of the data is higher and its useful life is short

21 According to Statistics Approximately 20% of the U.S. population (20 million households) move annually Approximately 40% purchase real property Approximately 58% or 11.5 million move into apartments The U.S. Census and Acxiom historical statistics lead us to believe that approximately: 90% of these moves are within the same state 10% move out of state 13% with the same ZIP 50% within the same county 80% of the moves occur within the same metro area 21

22 New Mover List New Movers typically go on a buying spree as soon as they move into their new homes They often establish new relationships for everything from their local bank and neighborhood dry cleaner to their long-distance provider and insurance carrier So, whether a company sells their products and services on Main Street or the Internet, New Movers are the type of ready buyers they will want to reach to make their businesses grow and prosper

23 New Homeowners and New Borrowers Households who have just purchased a new home or who have just taken out a refinance or equity loan against their current home represent an extremely hot market. Their behavior changes as a result of their new needs New Homeowners are looking to add their own personal touch and develop new relationships in their new neighborhood New Borrowers have recently gained additional buying power and are looking for additional home-related products and services to increase the value of their property

24 Pre-Mover List The ability to find homeowners before they move is immensely valuable to companies for selling additional products and services, as well as protecting existing relationships The U.S. census and Acxiom s own historical statistics lead us to believe that, approximately: 80% of new moves occur within the same metro area 13% within the same ZIP 50% within the same county 85% within the same state Only 15% move out of state Maintaining great relationships with your current customers by making the transition between locations easier can prove you care about the inconveniences of one of life s major stresses Clients can use Pre-Movers for two broad purposes account retention / management and prospecting

25 These Products Work Well For Financial Services Banks want fresh data and prospects for new accounts. Hotlines enable marketers to reach prospects typically before key decisions are made Retail Home improvement stores and other service retailers frequently key in on new movers and homeowners for home improvement projects Telcom / Cable Reaching new customers before they establish service keeps them ahead of the competition And More

26 InfoBase-X List Business List

27 InfoBase-X Business File Overview Is compiled on a bi-monthly basis Is used as a starting point for identifying businesses The competitive advantages of the Business List are: Small business coverage Discounted prices over the more traditional business list providers

28 InfoBase-X Business File Compilation Database contains over 20 million records Data is compiled from Electronic Directory Assistance Yellow Pages / White Pages SEC Filings New Biz Registrations Trade Journals Government Directories / Reports 2000 Census Data

29 InfoBase-X Business File Data Elements We have standard elements for output Other data elements (Business Demographics) Phone / Fax Number of Employees Range Age of business Ethnicity Contact name Latitude / Longitude Sales volume

30 How Do We Validate Our Firmagraphic Data? How is the data validated? By matching back to multiple sources to ensure consistency of collected information Portions are phone validated U.S. business census data Employee size and sales volume

31 Value of Customer Segmentation

32 Customer Segmentation - Take Charge of Your Data PersonicX is a household-level consumer segmentation and visualization system, powered by Acxiom s exclusive InfoBase-X household data, the recognized gold standard for the industry Being segmented against a company that isn t that s Nirvana. Tom Meredith Former CFO, Dell Inc. 32

33 A Clearer Picture! Married, 2 College Students, Small Business Owner 22 Married, 2 Toddlers, Likes to Swim 20 Married, 2 Teens, Likes to Cook Single, Wealthy Retired 36 Married, Mid-Income Retired, Raising 2 Grandkids Married, Wealthy 2 Teens, Elderly Parent Married, No kids, Lower Income 1st Time Home

34 Three Different Marketing Approaches Same Product Different Targets and Messages 34

35 35

36 On Demand Modeling

37 On Demand Modeling Acxiom On-Demand Targeting harnesses modeling software to examine thousands of possible demographic and psychographic patterns to find consumers who most closely resemble your best customers. Steps: Step 1 Append sample files with hundreds of consumer variables Step 2 Create On Demand Profile (descriptive) Step 3 Create On Demand Model (predictive) Step 4 Score prospect universe with predictive model to determine best marketing deciles 37

38 On Demand Profile 38

39 On Demand Model 39

40 On Demand Acquisition - Recommendation 40

41 Importance of Data Hygiene

42 Customer Data Is Constantly Changing Every hour of every day in the United States 5,769 people changed jobs 2,748 people moved 509 people were married 244 people were divorced 186 people declared bankruptcy Keeping up with just one customer is a full-time job! 42

43 Leaving You to Sink or Swim in Today s Challenges Integrating online and offline Touch-point explosion Exponential data growth 360-degree view of customer Maximize lifetime value Cost and budget pressure Swimming requires accurate, comprehensive data quality and recognition 43

44 Data quality is too often ignored Clean data is the foundation!

45 The Ripple Effects of Poor Data Quality... Financial loss Brand damage Competitive disadvantage Inaccurate forecasting Bad press Poor decisions Compliance issues Increased risk exposure Jeopardizing customer relationship Complaints

46 Complaints Dear Mrs. Angry Woman Jeopardizing customer relationships Your Company 46

47 Dear Mr. Illegal Immigrant Jeopardizing customer relationship Brand damage Bad press Financial loss Complaints 47

48 The Benefits of Data Quality Improve profitability Effective cross sell and up sell Enhance customer experience Empower business intelligence to recognize best targets Reduce cost Greatly reduce redundant contact and communications Minimize undetected duplicate information in enterprise systems Benefit from postal discounts Mitigate risk Effective risk management and decisions Fraud prevention, investigation, verification / authentication of individuals and debt recovery 48

49 Acxiom Is the Data Quality Leader Acxiom processes over 2 billion records per day through Address Quality Products Acxiom s CASS Certified software is the result of over 40 years experience managing consumer data across all business industries DSF 2 : Acxiom, one of only 11 DSF 2 licensees, currently performs 70 percent of processing NCOA Link *: Acxiom, one of only 22 NCOA Link Full-Service Providers, currently performs 60 percent of processing Acxiom has been the dominant player in this market for over 25 years Acxiom is a non-exclusive Full Service Provider Licensee of the United States Postal Services. The following trademarks are owned by the United States Postal Service : DSF 2, NCOA Link, CASS Certified, LACS Link, ZIP + 4, DPV, Suite Link and elot. 49

50 Address Quality Solves Business Problems Minimizes mail costs and maximizes mail effectiveness Corrects the problems that cause undeliverable mail Validates more addresses Finds more undeliverable addresses Adds more ZIP + 4 codes Corrects more movers Gets more mail delivered

51 Address Quality Services Postal components DSF 2 DPV NCOA Link * LACS Link Acxiom Quality Services AddressAbility Acxiom BestAddress Acxiom ChangePlus Global Address Hygiene *Acxiom is a non-exclusive Full Service Provider Licensee of the United States Postal Service. The following trademarks are owned by the United States Postal Service : United States Postal Service, USPS, NCOA Link, DSF 2, DPV, ZIP + 4, ZIP, CASS and LACS Link.

52 Selling Questions

53 Lead Capture and Qualification

54 Lead Capture and Qualification What types of lists do you need? What size mailing are you planning? When is your estimated mail date? What sources have you used in the past? What types of lists have you used in the past? What were your results? Why are you seeking a new vendor? What would it take for you to switch vendors? What is your offer? What is your expected response rate? Or expected results from this campaign?

55 Lead Capture and Qualification Do you have a customer database? Do you update your database? How and how often? How many records are in your database? What kind of information is on your database, business or consumer? What elements does each record contain? How do you currently market to customers in your database? How has your database been compiled? What are you hoping to accomplish in performing this project?

56 Online Demo

57 Questions? Thank You for Attending