© IDM Academy Not Another Case of Channel Isolation Louis Fernandes Senior Account Director Acxiom Digital & © Acxiom Corp. 2008

© IDM Academy Not Another Case of Channel Isolation Integrating into a multi-channel customer dialogue When to talk and when to listen It’s not all sell, sell, sell… & © Acxiom Corp. 2008

© IDM Academy 2008 Integrating into a multi-channel dialogue & © Acxiom Corp. 2008

© IDM Academy 2008 Touchpoint Analysis & © Acxiom Corp. 2008

13 Example: The BAA Customer Journey

© IDM Academy 2008 Multi-Channel Strategy WorldPoints provides a different opportunity from other BAA marketing channels: pre awareness: reach our most profitable and regular travellers before they arrive at the airport segmentation: using RFM & geo-demographic analysis from data collected via the card, can personalise and tailor the messages, offers and promotions to drive incremental spend test and refine: data collected via card allows us to track and evaluate all activity multi-channel: deploy a combination of magazine, direct mail, and web marketing channels 75% more spend than non members per annum & © Acxiom Corp. 2008

Arrive early, prepared, enjoy, tell your friends website vouchers WorldPoints Communication Tools magazine

WorldPoints eEmporium

© IDM Academy 2008 Benchmarks & Results Q & © Acxiom Corp. 2008

© IDM Academy 2008 Benchmarks & Results Q & © Acxiom Corp. 2008

eCRM Strategy – Customer Journey

© IDM Academy 2008 When to talk and when to listen The Break Up & © Acxiom Corp. 2008

Ask Your Customers Questions

© IDM Academy 2008 Optimise contact channel mix by individual Once you’ve asked how they want to hear from you, act on it! Use a preferences page to determine customers’ interest in receiving information via different channels, eg. – only –SMS/MMS only –SMS/MMS for limited-time offers –SMS/MMS for short updates –RSS Respect customers’ choices! For Sprint (US), we ask customers whether they want to receive SMS updates in addition to & © Acxiom Corp. 2008

© IDM Academy 2008 Use to Complement SMS/MMS Use primarily SMS/MMS relatively expensive Carriers exert strong control over mobile media Use SMS/MMS primarily Flat-rate pricing prevails Consumers less likely to own PCs Begin by establishing channel preferences regionally Use mix of SMS/MMS and Variety of carriers means that users are comfortable switching PC culture very strong & © Acxiom Corp. 2008

Odeon Survey: Response Statistics Survey went out to a total of 890,452 members, distributed across 4 languages/markets (UK, DE, IT, ES) as follows: A total of 60,939 valid responses answering all 27 questions were collected back, which puts the overall response rate at an excellent 7%!! –The survey data is made more valuable by the fact that all of these respondents are confirmed film buffs (who are already part of Odeon/UCI database)

© IDM Academy 2008 How do you usually first learn about a new or upcoming film release? Understand customer’s relationships with ALL media Optimise your strategy around integrated campaigns Optimise channels for specific market segments Modify your message not just by segment, but by channel employed & © Acxiom Corp. 2008

© IDM Academy 2008 Which media source helps you decide whether to see a film? Understand that there is a difference & © Acxiom Corp. 2008

© IDM Academy 2008 It’s not all sell, sell, sell… & © Acxiom Corp. 2008

Thank you for your continued custom… Sent to 3.4M Marriott Rewards loyalty members in December 2007 ahead of Christmas holidays Open rate of 26.5% Next promotional activity sent two days later Saw an open rate of 27.5% and a click-though rate of 9.14%

Thank you for your continued custom… It’s your anniversary! Thank you for being a loyal supporter for the last year and we look forward to welcoming you back in the future!

© IDM Academy 2008 Conclusions Understand your customers and how they interact with your brand Map the lifecycle touch-points and have clearly defined objectives for each touch-point Plan your communications accordingly Start with a channel agnostic approach Use the most appropriate channel for what you want to achieve for a given audience Multi-channel optimisation gives the best ROIs Create a dialogue by asking and responding to questions It’s OK to tell your customers you value them without trying to sell them something & © Acxiom Corp. 2008

© IDM Academy 2008 Thank you for your attention Any Questions? & © Acxiom Corp. 2008