DS0409_REPORT_p18_QA Acxiom:Layout 1 1/4/09 16:08 Page 18
REVIEW
QA
&
Single customer view does not have to cost the earth and you do not
have to go it alone. Shelagh Regester, marketing strategy director at
Acxiom UK, explains the options
Is a single customer view still a key development cycle where much of the time
objective for clients? allowed will be spent on extracting the data
This is a time of unprecedented global from the client’s system.
turbulence where the only certainty in the short
term is that the light at the end of the tunnel How do IT departments respond to an
really will be the oncoming train. Established outsourcer taking on this task?
brands are disappearing and many of those IT departments are under the cosh, stripped of
that remain are treated with huge distrust, manpower and budget-restricted. ME-X gives a
especially those in financial services. fast-to-market solution, budgetary control
Marketers are in an unprecedented spotlight through subscription pricing with no upfront cost.
needing to show, at board level, the strategic Concerns regarding data security are allayed by
rationale for each decision, together with the Acxiom’s obvious expertise in this area.
impact of that decision in terms of ROI.
Another fresh challenge sits round the speed to There are a lot of suppliers who claim
market and frequent changes in tactics. to offer this type of service - what is
It has long been received wisdom that successful the point of difference with ME-X?
marketing demands an intimate knowledge of Its USP centres on the holistic nature of the
consumers. And this in turn demands a offering as a packaged solution that facilitates
knowledge bank containing a comprehensive all of Acxiom’s services being delivered “fast-to-
single customer view. Arguably then, today, the market”. This combines uniquely with Silver,
“
demand for a SCV is greater than ever. Gold and Platinum offerings of different
consultancy solutions designed to support an
What tend to be the obstacles to organisation in its ability to leverage the system.
Fast-to-market
building an SCV in-house?
Some barriers to success include a lack of Acxiom has a lot of data expertise -
solution,
focus on the system post delivery – a database, how is this delivered as part of ME-X?
like the Forth Road Bridge, requires continuous It fully leverages Acxiom’s core data expertise
budgetary
development to stop the paint wearing off; a and uses Abilitec name and address processing
failure to design a fresh marketing process to to build an accurate database which, in
control through
leverage and accommodate the new system; a combination with Acxiom’s InfoBase Lifestyle
tendency to try to “eat the elephant all at once” Universe, provides instant actionable insight.
subscription
with an overlarge initial scope where
protracted delivery times render the resultant Is the solution scalable, flexible and,
pricing, no
system semi-obsolete almost immediately; a given market dynamics, future proof?
nervousness about data security; and, of Campaign planning and execution is enabled
upfront cost
course, the fact that the non-business critical by data visualisation and delivery capability
nature of a marketing database will always incorporated from Alterian’s well-established
push it to the bottom of a priority list. toolset. It is totally scalable at a data and
SCV also requires integration with the relatively technology level, accommodating infinite
new technologies involved in on-line marketing, volumes of data from a pre-defined number of
which are often hosted by third parties. Done feeds, and utilising mature robust technologies
wrongly this often erodes the perceived which permit any level of increased requirement.
effectiveness of campaigns, particularly where At the other end of the scale, it allows
the full campaign lifecycle does not get back marketers to build it piece by piece – starting
into the marketing data warehouse. with the “ears” of your customer base elephant
Add to these the lack of IT human resource and providing an initial focus on high value
and the need for rigid budgetary control and customer groups if required.
marketing teams across the country are stymied
in their attempts to create the tool they require. Capital expenditure is obviously hard to
get this year, so is this as much of a
Is outsourcing the SCV quicker? business solution as a marketing one?
Acxiom is launching MarketEdge-X in Europe Organisations uncertain of their future are
this month in response to today’s unique freezing capital spend, slashing budgets, halting
challenges. An outsourced campaign developments and downsizing on an almost
management solution with the capability to daily basis. They are desperate to improve the
underpin both B2B and B2C prospect and bottom line by reducing costs. And with
customer campaigns, it is a pre-built standard conditions changing so rapidly, short rather
package, thus enabling a 60-day (or less) than long-term planning is the only option.
18 DATA STRATEGY | REPORT | APRIL 2009
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