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The Paradox of the
Empowered Consumer…
      Imperatives & Opportunities

                 Tim Suther
       Chief Marketing & Strategy Officer,
                    Acxiom

                Charlie Swift
Vice President of Marketing Analysis & Operations,
                Hearst Magazines
The Paradox of the
          Empowered Consumer


Empowered consumers have unlimited choice & information
•   New opportunities for engagement
•   But, disruptive to loyalty & margins




                                                          2
The Paradox of Big Data


The world’s most valuable firms use “big data” to drive value
•   But, most value has come at the expense of brands
•   Brands need to develop & control customer insight
    …or be prepared to be the highest bidder for it




                                                                3
Imperative:
    Your Multidimensional Insight



•   No one signal consistently describes or predicts consumer behavior
•   Activate & evaluate these signals at scale, with speed




                                                                         4
Imperative:
                         Inside Out


•   Invest proportional to customer value
•   Then, find those who think, look, or act like your best customers




                                                                        5
Imperative:
                           Outside In


•   Digital data is reaching a fraction of its potential
•   CRM & traditional media need digital insights




                                                           6
Imperative:
           Intersection of Insights


•   Brand customer insight + media contextual insight = maximum value
•   Identify & protect your data rights




                                                                    7
Imperative:
                          Trust


•   Sensitive data is the most valuable
•   Provide clear value exchange, transparency & choice
    …or risk the wrath of consumers, regulators, litigators & activists




                                                                          8
3 Opportunities
•   Improve marketing ROI:            + 15–30%
•   Improve customer profitability:   + 10–15%
•   Improve pricing power:            + 5–7%




                                               9
Introducing Charlie Swift
Vice President of Marketing Analysis & Operations, Hearst Magazines




                                       Unbound Data
                                        Management
                                             at
                                      Hearst Magazines




                                                               10
We Used to Live in a
               BOUND World
•   Our content existed only as a paper product
•   Our brands’ revenues were driven by newsstand and advertisers
•   Our advertisers were heavily vested in print placement
•   Our readers were engaged with us once a month with each issue



But that world no longer exists and we are now in a world of
constant change




                                                                    11
Our Future Is UNBOUND




                        12
Life in an UNBOUND World

•   Our content is becoming liquid across platforms
•   Our brands are crossing new business models
•   Our advertisers have greater choice of placement
•   Our readers are engaging in more places and ways…
    …and are increasingly harder to recognize and serve accordingly

Our Challenge:

• To identify and treat customers consistently…
  …as they de-identify and act inconsistently…
  in order to maintain a profitable relationship with our customers



                                                                      13
ARGUS
     The Platform Built to Enable Our
 Identification and Decisioning Processes
• ARGUS: The Titan of 1,000 eyes
• ARGUS: The platform we launched in 2008, recognizing the need
   to create and manage a unified view of our customers
    – Customer- not title-centric
    – Relational marketing not operational batch approach
    – Behavior- not channel-focused
    – First consolidation of online and offline data
 • ARGUS: The foundation of all our customer marketing operations




                                                                    14
4 Initial Platform Goals

1. Comprehensive 360-degree view of customer activity, performance
   and relationship status at the magazine and Hearst level

2. Improve profitability of current direct mail programs

3. Protect revenue streams as customers go online to subscribe

4. Drive revenue through ad targeting via online and data variable
   printing




                                                                     15
Example: Online Interaction
Engage Customers with Smarter Offers
    Pay Bill                         Renew Subscription
                  Current Customer
                    Goes Online




                                          Cross Sell
Show Digital Ad                      Targeted Magazines


                     New Intro
                    Subscription
                       Offer


                                                          16
Business Impact
Targeting Drove Fantastic Results

         Response Rate Review


      Database
      Rolled Out




                           25%+ Gain




                                       17
Customer Targeting Today
Focused on Selling Print Subscriptions

     Data                                              Marketing
    Sources                                            Channels
   Web Data




                                  Targeting Models &
                                                         Web




                                    Segmentation
   eMail Data

   Sub Data
                ARGUS                                    eMail


     Demo                                                Print
     Data

                  160MM
                  100MM
                   60MM          100MM
                                   1B
                Individuals     Monthly
                              Offer Scores


                                                                   18
Customer Data and
          Interaction Is Exploding
  Well Beyond the Traditional Print World
• Digital editions are taking off
    – Apple                 – Zinio
    – Barnes & Noble        - Amazon
    – Google                …and more to come
• Production lines are growing
    – Hachette Acquisition, Marie Claire @ Work, Cosmo Latina (more print)
    – Jumpstart, Real Beauty, Delish (more digital)
    – The Bazaar (more commerce)
• Targeting is increasing by customer
    – Variable magazine printing
    – Variable pricing & billing
    – Customize Web & email display
• Keeping on top of, linking and leveraging our data is critical to
  our ability to win in the market and transform successfully

                                                                             19
Customer Targeting Tomorrow
           ARGUS 2.0 – Focused on Selling
                Value Everywhere
 Data                                                         Marketing
Sources               Prospect DBs                            Channels
 Partner   Web Data                                                  Onboarded




                                      Targeting Models &
  Data                                                      Web        Data




                                        Segmentation
Commerce eMail Data                                                    Private
                                                           eMail
  Data                ARGUS                                          Exchanges
 Network                                                               App
  Data     Sub Data     2.0                                 Print     Stores
 Dig App    Demo                                                      Digital
  Data      Data                                           Inserts      TV
                         200MM        5+B                  Social         ?
                       Individuals  Monthly
                      + Prospects Offer Scores
                                                           Mobile

                                                                              20
Our Future Truly Is UNBOUND




  Thanks to Partners Like Acxiom
                                   21
Thank You. Questions?


  @timsuther                   Discover more at:
                             www.acxiom.com/dma12




           tim.suther@acxiom.com
               cswift@hearst.com

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DMA 2012: The Paradox of the Empowered Consumer

  • 1. The Paradox of the Empowered Consumer… Imperatives & Opportunities Tim Suther Chief Marketing & Strategy Officer, Acxiom Charlie Swift Vice President of Marketing Analysis & Operations, Hearst Magazines
  • 2. The Paradox of the Empowered Consumer Empowered consumers have unlimited choice & information • New opportunities for engagement • But, disruptive to loyalty & margins 2
  • 3. The Paradox of Big Data The world’s most valuable firms use “big data” to drive value • But, most value has come at the expense of brands • Brands need to develop & control customer insight …or be prepared to be the highest bidder for it 3
  • 4. Imperative: Your Multidimensional Insight • No one signal consistently describes or predicts consumer behavior • Activate & evaluate these signals at scale, with speed 4
  • 5. Imperative: Inside Out • Invest proportional to customer value • Then, find those who think, look, or act like your best customers 5
  • 6. Imperative: Outside In • Digital data is reaching a fraction of its potential • CRM & traditional media need digital insights 6
  • 7. Imperative: Intersection of Insights • Brand customer insight + media contextual insight = maximum value • Identify & protect your data rights 7
  • 8. Imperative: Trust • Sensitive data is the most valuable • Provide clear value exchange, transparency & choice …or risk the wrath of consumers, regulators, litigators & activists 8
  • 9. 3 Opportunities • Improve marketing ROI: + 15–30% • Improve customer profitability: + 10–15% • Improve pricing power: + 5–7% 9
  • 10. Introducing Charlie Swift Vice President of Marketing Analysis & Operations, Hearst Magazines Unbound Data Management at Hearst Magazines 10
  • 11. We Used to Live in a BOUND World • Our content existed only as a paper product • Our brands’ revenues were driven by newsstand and advertisers • Our advertisers were heavily vested in print placement • Our readers were engaged with us once a month with each issue But that world no longer exists and we are now in a world of constant change 11
  • 12. Our Future Is UNBOUND 12
  • 13. Life in an UNBOUND World • Our content is becoming liquid across platforms • Our brands are crossing new business models • Our advertisers have greater choice of placement • Our readers are engaging in more places and ways… …and are increasingly harder to recognize and serve accordingly Our Challenge: • To identify and treat customers consistently… …as they de-identify and act inconsistently… in order to maintain a profitable relationship with our customers 13
  • 14. ARGUS The Platform Built to Enable Our Identification and Decisioning Processes • ARGUS: The Titan of 1,000 eyes • ARGUS: The platform we launched in 2008, recognizing the need to create and manage a unified view of our customers – Customer- not title-centric – Relational marketing not operational batch approach – Behavior- not channel-focused – First consolidation of online and offline data • ARGUS: The foundation of all our customer marketing operations 14
  • 15. 4 Initial Platform Goals 1. Comprehensive 360-degree view of customer activity, performance and relationship status at the magazine and Hearst level 2. Improve profitability of current direct mail programs 3. Protect revenue streams as customers go online to subscribe 4. Drive revenue through ad targeting via online and data variable printing 15
  • 16. Example: Online Interaction Engage Customers with Smarter Offers Pay Bill Renew Subscription Current Customer Goes Online Cross Sell Show Digital Ad Targeted Magazines New Intro Subscription Offer 16
  • 17. Business Impact Targeting Drove Fantastic Results Response Rate Review Database Rolled Out 25%+ Gain 17
  • 18. Customer Targeting Today Focused on Selling Print Subscriptions Data Marketing Sources Channels Web Data Targeting Models & Web Segmentation eMail Data Sub Data ARGUS eMail Demo Print Data 160MM 100MM 60MM 100MM 1B Individuals Monthly Offer Scores 18
  • 19. Customer Data and Interaction Is Exploding Well Beyond the Traditional Print World • Digital editions are taking off – Apple – Zinio – Barnes & Noble - Amazon – Google …and more to come • Production lines are growing – Hachette Acquisition, Marie Claire @ Work, Cosmo Latina (more print) – Jumpstart, Real Beauty, Delish (more digital) – The Bazaar (more commerce) • Targeting is increasing by customer – Variable magazine printing – Variable pricing & billing – Customize Web & email display • Keeping on top of, linking and leveraging our data is critical to our ability to win in the market and transform successfully 19
  • 20. Customer Targeting Tomorrow ARGUS 2.0 – Focused on Selling Value Everywhere Data Marketing Sources Prospect DBs Channels Partner Web Data Onboarded Targeting Models & Data Web Data Segmentation Commerce eMail Data Private eMail Data ARGUS Exchanges Network App Data Sub Data 2.0 Print Stores Dig App Demo Digital Data Data Inserts TV 200MM 5+B Social ? Individuals Monthly + Prospects Offer Scores Mobile 20
  • 21. Our Future Truly Is UNBOUND Thanks to Partners Like Acxiom 21
  • 22. Thank You. Questions? @timsuther Discover more at: www.acxiom.com/dma12 tim.suther@acxiom.com cswift@hearst.com

Editor's Notes

  1. How do good customer experience strategies drive differentiating activities and processes?
  2. How do good customer experience strategies drive differentiating activities and processes?