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`ACXM 1959
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`Reach and engage your audience
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`Competitive advantage through segmentation
`
`Let’s face it; the majority of firms are not getting
`their fair share of valuable buyers these days.
`Currently, more than 80 percent of online
`advertising fails to reach its intended audience.
`And though not too long ago advertisers could
`reach 80 percent of 18-49 year olds with just
`three commercials, it now takes more than 100.
`A tremendous shift has occurred in the consumer
`
`discovered — helps companies locate and
`communicate with the best prospects among all
`consumers and better understand their needs,
`desires and buying habits. Knowing more about
`an enterprise’s best prospects allows managers to
`focus marketing resources where they will produce
`the greatest market penetration and highest return
`on investment.
`
`market, one that has drastically impacted
`marketers’ ability to reach and engage their
`audiences.
`
`Customers and prospects now live in a connected
`world where media consumption is simultaneous
`and incessant. When television, Internet and smart
`phones are all in use at once, information overload
`and fragmented attention causes marketers’
`messages to be gradually tuned out. Until those
`messages are relevant and timely, that is.
`
`To be effective today, and to fare better in
`the market share wars, marketing has to be
`narrowcasted, personalized and coordinated
`across all channels. And, no, the same message
`does not apply to all. Enter segmentation.
`
`Precise segmentation uses scientific techniques
`that allow an enterprise to more distinctly refine
`products and marketing programs to match the
`needs and wants of consumers. Smart companies
`use multidimensional insights from online and
`offline data to provide a clear understanding
`of their market segments to personalize their
`offerings and go-to-market strategies. They can
`optimize the creation, distribution, pricing and
`promotion of products over time based on their
`actual success rate with each targeted segment.
`
`Again and again, the marketplace has proven that
`it is not necessarily the best product or service
`that wins; it is the best-marketed product that
`ultimately succeeds.
`
`Accurate consumer segmentation — as users
`of Acxiom’s Personicx suite of products have
`
`The better your segmentation system, the more
`successful you will be in the marketplace.
`
`”Today, market segmentation is critical to the success of most firms. Segmentation allows
`marketers to more precisely define and understand customer needs, and gives them the ability
`to tailor products to better suit those needs. The level of detailed information about customers
`today has changed the way firms do business. Customers now expect firms to delve into their
`needs and wants, and to tailor products accordingly. This fact makes market segmentation a
`vital part of marketing strategy.”
`
`Anne T. Coughlan and Louis W. Stern
`Professors of Marketing at Kellogg School of Management, Northwestern University
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`Anticipate your customers’ needs
`
`Sifting and analwing the mountain of consumer
`data available is a daunting task for most
`enterprises. That’s why Acxiom Corporation — the
`global leader in customer information management
`— offers the Personicx suite of segmentation
`products. Personicx is a highly effective scientific
`approach to outperforming your competition.
`Personicx can give your company proven solutions
`that are affordable, actionable and can be quickly
`implemented in any industry.
`
`On its own or linked to other data sources,
`including your own customer data, Personicx
`is a key component in pulling together
`multidimensional insights that can be applied
`across all channels. Personalized and coordinated
`
`contact strategies are truly possible with
`Personicx.
`
`A multifaceted consumer segmentation and
`visualization system powered by Acxiom’s exclusive
`|nfoBase data, the recognized gold standard for the
`industry, the Personicx suite includes:
`
`- The popular household—|eve| Personicx Lifestage
`offering for comprehensive consumer marketing
`
`Consumer-level, online-centric Personicx Digital,
`perfect on its own or paired with Personicx
`Lifestage for online insights
`
`Personicx Financial, a progressive new
`segmentation system built from consumers’
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`financial propensities that groups households
`by similar likelihood for financial behaviors,
`regardless of demographic characteristics.
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`Personicx Hispanic, specialized for tailoring
`Hispanic marketing messages
`
`Personicx Insurance Lifestage Groups an
`industry-specific segmentation that categorizes
`households by similar inclinations for insurance
`products
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`Personicx Geo, the geodemographic Personicx
`product designed for use in neighborhood-
`based analysis
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`Personicx Analysis Tool, a |eading—edge analysis
`and visualization tool that provides access to
`Personicx segmentations as well as Personicx-
`encoded consumer research for rich consumer
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`insights
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`The Personicx suite allows you to better know —
`and anticipate — your customers’ demographics
`and buying behaviors, conduct market analysis,
`plan customer acquisition strategies, and create
`cross—se||/up—se|| and retention campaigns that are
`truly targeted, personalized and powerful.
`
`Other companies offer consumer segmentation
`products. Most are generalized from ZIP codes or
`other geographies. Only the Personicx suite is built
`from the most accurate data available at the actual
`
`household and individual level. (See below.)
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`What can you tell about your customers from an aerial view?
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`Not enough.
`
`Life-stage segmentation systems typically use
`data from the U.S. Census as the principal
`source. This data is only accurate at the Z|P®
`code or block level with a best “guesstimate”
`as to the life stages shared by those living in the
`same neighborhood. is that accurate enough to
`drive marketing decisions? Can it really provide
`insights into different online behaviors?
`
`Imagine your own neighborhood. At one corner,
`there is a new family with a baby. There is a
`
`retired widower across the street. Living next
`door is a young physician’s family who just
`moved from a neighboring state. How accurate
`can a consumer segment be when it assumes
`all those in the same neighborhood share similar
`life stages, online behavior and intentions?
`Only Acxiom has |nfoBase, the industry-leading
`source of up—to—date, individual—|eve| and
`household-level data, to draw upon. As a result,
`Acxiom’s Personicx system offers you a close-
`up portrait of your best prospects, not an aerial
`view of an entire section of town.
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`Narrowcast to your best prospects with Personicx
`
`Personicx is a uniquely structured suite of
`segmentation systems that can be used alone or
`in multiples to fine tune audiences and increase
`the precision with which they are addressed.
`The more focused your narrowcasting, the more
`personalized, relevant and effective the message
`delivered.
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`At its foundation, Personicx Lifestage is a
`househo|d—level segmentation system that clusters
`U.S. households into one of 70 segments within
`21 |ife—stage groups based on specific consumer
`behavior and demographic characteristics.
`Personicx Lifestage can be paired with industry-
`specific segments for better understanding and
`predicting behaviors within industries, and can
`also be paired with Personicx Digital for pinpointed
`precision targeting of the online world. Add in
`Personicx Hispanic, and you've got a powerful
`tool for better understanding and marketing to the
`rapidly growing Hispanic market.
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`Personicx segmentations are updated monthly,
`with matches to client files consistently greater
`than 90 percent. You can be sure you’re using
`the most accurate, up—to—date and complete
`segmentation schemas available.
`
`The Personicx systems are linked to nationally
`renowned syndicated survey sources such as
`GfK MRI and Scarborough Research to give you
`a highly personalized view of consumers without
`the hassle and expense of conducting your
`own research. You will have access to detailed
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`demographic snapshots for each cluster, along
`with national distributions and counts. You will also
`have access to critical information such as which
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`competitors they shop, product usage, media
`preferences, attitudes toward advertising, interests
`and expenditures — both nationally and at a local
`market level.
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`Tie in your own customer data for customized
`segments, and you’ll have unprecedented
`multidimensional insights.
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`Do some of your best customers fall into one of these sample
`Personicx clusters?
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`Personicx Lifestage:
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`Casual Comfort
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`Personicx Digital:
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`Mobile Networkers
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`The third youngest Personicx Digital cluster,
`Mobile Mainstayers, is extremely comfortable with
`most everything digital, ranking first for frequency
`of use, social networking and music. Also in the
`top 10 for income, it’s not surprising they also rank
`first for financial research and paying bills online.
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`Financial Enthusiasts
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`Extremely comfortable online, the members of
`Financial Whizliners can often be found completing
`in—depth financial research online prior to investing.
`Also news hounds, these 30- and 40—somethings
`tend to have young children in the home.
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`Personicx Hispanic:
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`Saving Traditions
`With two—thirds of Saving Traditions being single,
`and 50 percent having children, the presence of
`single parents emigrating to the U.S. in this cluster
`is evident. Their net worth ranking outpaces that
`of their income, with accrual of net worth through
`ownership of their homes.
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`Metro Moderates
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`Living in the more metropolitan areas with middle
`incomes and of middle age, the savvy members
`of Metro Minimalists know how to stretch a
`dollar: Coded as some of the least acculturated
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`households, they tend to be renters and have not
`yet accumulated sizeable net worth.
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`Still relatively young at a mean age of 36, and with
`top rankings for income, college education, home
`value and net worth, these consumers have the
`world by the tail. Feeling financially secure with
`large investment portfolios, Shooting Stars spend
`their disposable income making life a comfortable
`one, focusing on health, exercise, gourmet food,
`golf and travel.
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`On the Go
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`Two things — work and family — consume these
`professional working couples. They’re putting
`their college degrees into action, climbing the
`corporate ladder for lucrative careers, while saving
`for their children’s education through do-it-yourself
`home improvements and trips to the 200 for
`entertainment. With time at a premium, it’s not
`surprising that the radio is the most relied-upon
`source for news and entertainment.
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`"We can clearly see the value in Personicx
`Digital — we now have a defined universe
`to focus on for increasing share of wallet
`and know where to start with our mobile
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`marketing campaigns to make the most of
`our budget.”
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`Director of Analytics
`Fortune 500 Financial Institution
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`Visualize this
`
`Customer Portrait Analysis — know the
`demographic, behavioral and survey attributes
`that best define your customers
`
`Portrait Comparison Analysis — Compare your
`customers with behaviors gleaned from survey
`research to define marketing and communication
`strategies
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`SWOT Analysis — compare your customers to
`others so you know where you have the best
`retention, growth and acquisition possibilities
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`Competitive Analysis — see where your competitors’
`customers are and how they differ from yours
`
`Merchandising Decisions — view product
`propensity by specific geographies to aid
`merchandising by local market
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`Media Decisions — recognize who watches
`television when, who prefers radio and who is
`influenced by print ads to aid in allocation of
`media spend
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`Responder Analysis — map out where your
`responders are coming from and see in an
`instant the segments they belong to and the
`characteristics of those segments
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`service Offerings — determine likely users of
`specific services and where they are most highly
`concentrated for optimal response to offerings
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`Precise Customer Analysis
`
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`Understand Local Markets
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`American lives are dynamic
`so is Personicx
`
`Every year, 30 to 35 million U.S.
`households undergo a significant change
`in life stage — children are born or
`leave home, careers upgraded or ended
`— that substantially impact how your
`company needs to market to reach them
`successfully. Personicx lets you keep up
`with changes in the lives of your customers
`and prospective customers. Updated
`monthly, Personicx can indicate which
`consumers have recently migrated from
`one cluster to another, providing actionable
`information on who just moved into and
`out of your target markets. Forget old-
`fashioned lag times, Personicx lets you
`use pre-emptive acquisition, retention
`and cross-sell programs for a serious
`competitive advantage.
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`YOUl' customers are unique
`so is your segmentation
`
`It starts with the concept of
`multidimensional insight, pulling together
`online behavior (what customers key
`in search, digital footprints), customer
`behavior (what they buy from you, how
`frequently, how recently, how valuable),
`attitudes and personalities. Each customer
`brings a unique dynamic to your business
`that you would like to integrate into your
`marketing, your go-to-market tools and
`your segmentation. Personicx can help. By
`tying your multidimensional consumer data
`to the Personicx segmentation systems,
`you have the rich behavioral information
`balanced by the predictive and projectable
`information from the segmentation systems
`— the best of both worlds.
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`"We help consumer companies optimize
`customer value at every interaction. Personicx,
`segmentation for a connected world, is a key
`component in that equation.”
`
`Scott E. Howe
`
`Acxiom CEO and President
`
`.
`‘as
`~
`~ _-‘Wlth Personicx
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`cf.
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`.— .
`
`" entation
`ecisibn
`hank Acxiom’s
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`i x is overwhelmingly the most
`-accurte egmentation suite on the market. And
`Acxiom’s data is updated monthly
`to give you the most current knowledge about
`changes in household life stages, lifestyles and
`individuals’ digital behavior.
`
`Acxiom Corporation’s Personicx segmentation
`gives you an unmatched resource for reaching
`your best marketing targets — from its life-stage
`based 70-cluster system and specialized, digital,
`
`ethnic and industry systems to its tools for
`predicting, visualizing and analyzing your markets.
`Direct mail to email, online to offline, individual to
`neighborhood, Personicx will help you narrowcast
`personalized and coordinated contacts for
`optimum results.
`
`By helping you better market your offerings—from
`introduction through the entire product lifecycle—
`the Personicx advantage provides a return on
`investment and a competitive advantage that is
`so substantial, you will wonder how you were ever
`successful without it.
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`|t’s another way that Acxiom helps you turn
`information into intelligence.
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`About Acxiom
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`Acxiom is an enterprise data, analytics and software as a service company that uniquely fuses trust,
`experience and scale to fuel data—driven results. For over 40 years, Acxiom has been an innovator in
`harnessing the most important sources and uses of data to strengthen connections between people,
`businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge,
`data—oriented products and sewices to maximize customer value. Every week, Acxiom powers more than
`a trillion transactions that enable better living for people and better results for our 7,000+ global clients.
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