Acxiom Corporation Data Demand Respect

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Acxiom Corporation Data Demand Respect Powered By Docstoc
					                Welcome to the
Acxiom Corporation Investor Day
                        June 2, 2010




  1
Agenda
•   Five Year Vision                                     John Meyer

•   Global Consumer Insight Products                     Todd Greer

•   Global Multichannel Marketing Services               Tim Suther

•   Acxiom’s Multichannel Marketing Showcase             Chris Marriott

•   Break

•   Google – Acxiom Advertiser Acquisition Partnership   Arjan Dijk

•   Financial Review                                     Chris Wolf

•   Q&A




                                         2
Safe Harbor Statement
Some of the matters discussed in this presentation contain forward-looking
statements regarding the company’s future business prospects which are
subject to certain risks and uncertainties, including competitive pressures,
adverse economic conditions and governmental regulations.

These issues and other factors that may be identified from time to time in
the Company’s reports filed with the SEC, could cause actual results to
differ materially from those indicated in the forward-looking statements.

Non-GAAP Financial Measures
Our discussion today will include non-GAAP financial measures. We refer
you to the Investor Relations section of our website, which includes a
reconciliation to the comparable GAAP measure for each non-GAAP
financial measure included in this discussion. The location of our website is
www.acxiom.com.

                                    3
Industry Trends
•   Historically, direct mail evolved from “Dear Occupant” and became
    addressable and measurable: $40 billion market, declining slightly.

•   Brand advertising, such as online display ads, started as “Dear Web
    Surfer” and is becoming addressable and measurable.

•   New technologies which collect vast amounts of consumer data
    require new standards to assure appropriate use.

•   Marketers are under pressure to increase ROI on all marketing
    expenditures.

•   Economic Pressure + Addressable Technologies + Appropriate Use
    = Measurable Personalized Marketing / “Direct Branding.”

                                   4
Acxiom 5 Year Vision
• Leverage and integrate 7 key assets – and exploit our current
  competitive advantages – to become the leading engine for
  real-time audience targeting and personalized consumer
  engagement across all devices and channels.




                              5
Acxiom 5 Year Vision
• Leverage and integrate 7 key assets – and exploit our current
  competitive advantages – to become the leading engine for
  real-time audience targeting and personalized consumer
  engagement across all devices and channels.
                                 • 300 MM US personas
                                 • 200 MM International
                       2
                                  Consumer
                               Insights Products
                                    • InfoBase-X ®
                                    • PersonicX ®

1
                       4
     AbiliTec ®                   Analytics
    PanOpticX™                    Insights
Matching Engine                 Modeling, Rules

customer recognition           Automated Systems
from :

• Acxiom CIP Data
• Client’s Cust Data       3
• Web BT Data
• 3rd Party Data
                                          Client
                                        Marketing
                                        Databases
                                       Management

                               350 of top 500 Clients:
                               - 1000 Databases
                               - 250K Campaigns/year
                                                          6
Acxiom 5 Year Vision
• Leverage and integrate 7 key assets – and exploit our current
  competitive advantages – to become the leading engine for
  real-time audience targeting and personalized consumer
  engagement across all devices and channels.
                                 • 300 MM US personas
                                 • 200 MM International               Sales &
                       2                                             Strategies:

                                  Consumer                    5
                               Insights Products
                                    • InfoBase-X ®
                                    • PersonicX ®

1                                                                 Marketing Services
                       4                                           (Direct/Digital)
     AbiliTec ®                   Analytics
    PanOpticX™                    Insights
Matching Engine                 Modeling, Rules
                                                   Insights


customer recognition           Automated Systems
                                                                   Connection Point
from :                                                            Decisioning Engine
                                                                      (via cloud)
• Acxiom CIP Data
• Client’s Cust Data       3
• Web BT Data
                                                              6
• 3rd Party Data
                                          Client
                                        Marketing
                                        Databases
                                       Management
                                                                 Impact Platform
                               350 of top 500 Clients:            Multi-channel
                               - 1000 Databases               Campaign Management
                               - 250K Campaigns/year
                                                                            7
Acxiom 5 Year Vision
• Leverage and integrate 7 key assets – and exploit our current
  competitive advantages – to become the leading engine for
  real-time audience targeting and personalized consumer
  engagement across all devices and channels.
                                 • 300 MM US personas
                                 • 200 MM International                Sales &                                      7       Relevance –X®
                       2                                              Strategies:
                                                                                                                            100MM cookies             Web             TV
                                  Consumer                     5
                               Insights Products                                                                                      Display

                                    •InfoBase-X ®
                                                                                                                            Social




                                                                                        Media Optimization Engine
                                    • PersonicX ®
                                                                                                                                                                       Dynamic
1                                                                  Marketing Services
                                                                                                                    Search                                             Targeting &
                       4                                            (Direct/Digital)                                                                                   Channels
     AbiliTec ®                   Analytics
    PanOpticX™                    Insights
Matching Engine                 Modeling, Rules
                                                    Insights                                                                         Personalized Experience:
                                                                                                                                     • How they collect Information
                                                                                                                                     • Transaction Processing
customer recognition           Automated Systems
                                                                    Connection Point                                                 • Customer Service
from :                                                             Decisioning Engine
                                                                       (via cloud)
• Acxiom CIP Data
• Client’s Cust Data                                                                                                email
                           3
• Web BT Data
                                                               6
• 3rd Party Data                                                                                                                                                            Outbound
                                          Client                                                                        Mobile                                              Targeting
                                        Marketing
                                        Databases                                                                                    Catalog
                                       Management
                                                                  Impact Platform
                               350 of top 500 Clients:             Multi-channel                                                                POS     Direct        Tele-
                               - 1000 Databases                Campaign Management                                                                      Mail          service
                               - 250K Campaigns/year
                                                                             8
Key Messages
•   “Audiences” are the future of Digital / Direct Marketing and consumer
    engagement.
•   Today the internet is ready to incorporate Acxiom’s core assets, built under
    one roof over the past 10+ years.
•   Acxiom continues to develop new internet marketing products, such as
    Relevance-X® for Mobile, Social and Addressable TV, and our new online
    partnerships.
•   Acxiom has announced our new brand image broadly through the direct and
    digital industry.
•   Major clients are increasingly blending our databases, consumer data,
    analytics, integration, and security standards into personalized marketing
    programs.
•   We continue to look outside the company for quality account management,
    digital programs, solutions and innovations.
•   Internally we continue to invest for better scalable products, improved cost
    management, and business growth.

                                      9
Global Consumer Insight Products

          Todd Greer, SVP
Key Messages
• Our Market:
   – Favorable external conditions


• Our Business:
   – Solid investments
   – Aligned with market demand


• Our Advantage:
   –   Differentiated capabilities
   –   Deep subject-matter expertise
   –   New markets
   –   Operational leverage

                                 11
Our Market


       Data Supply Side                                  Data Demand Side

 • Create high volume of data                     •   Budgeting addressable spend
 • Desire to monetize their data                  •   Embrace external perspective
 • Seek a trusted partner                         •   Desire scale across channels
                                                  •   Want rapid decisioning
                                                  •   Seek trusted partner




                              Incomplete Customer View
                                 Inefficient Exchange

 Scale, accuracy, completeness, speed, and privacy are inhibitors
                                      12
Our Business: Addressing Market Demand


                     Data In           Commercialize       Insight Out
                                          Insight
              • Real-time intake                       • Real-time delivery
              • All media channels     • Innovation    • All media channels
Data Owners




                                                                               Marketers
              • High volume                            • High volume
              • Scalable integration                   • Scalable audiences
              • Precise matching          Consumer     • Precise recognition
              • Privacy assurance        Data Assets   • Privacy assurance
              • Rights management                      • Accurate targeting
                                       • Continuous
                                         updates




                          Real-time data across media channels
                                           13
Our Business: Enabling Optimal Audience
Engagement
 Construct consumer personas (asset 2)…

                                   Unrefined Data - ASSESS


                           The Right Data – ACQUIRE & DEVELOP

                                                            Marketing
                                      Preferences
                                                            Triggers

                             Propensities                          Attitudes


                          Purchases                                      Life Events


                          Public                                           Interests

                         Social               Personas /
                                                                        Lifestyles
                         Media                Households
                            Predicted                          Geographic
                            Behaviors           Contact
                                              Information




                                            Online and Offline
                                                Collection



                                                    14
Our Business: Enabling Optimal Audience
Engagement



                      …Link to touch-point addresses (asset 1) to enable audience engagement (asset 3-7)


               Characteristics / Actions                      Touch-point Addresses   Channels                 Solutions

       • Female
       • Married
                                                                Physical Address                               Customer
       • Homeowner                                                                    Direct Mail
                                                                                                               Acquisition
       • New parent                                             ZIP+4®*, ZIP™, IP     Display / Billboard
       • Heavy email
         user                                                   MSA / DMA             Radio / TV / Newspaper   Customer
       • Direct mail                                                                                           Retention
         unresponsive                                           Email                 Email / Social
       • Do-not-call
       • Business                                               Cookie                Display / Search
         Owner                                                                                                 Strategic Insight
                                                                Mobile / Device ID    Display                  and Planning
       • Other
         variables…


*The following trademarks are owned by the United States Postal Service®:
ZIP™ and ZIP + 4®.                                                           15
Our Business: Enabling Optimal Audience
Engagement


                            Client’s Customer
                        3       Information     5       6     7   Optimize Engagement



                                   1    Match


                    2                               2
         Segment                                            Analyze
  DIFFERENTIATION   4                               4       UNDERSTANDING
                            PERSPECTIVE



                                   2
                              Append
                              Persona


                                          16
Our Advantage: Capabilities
                            Significant investments in:
 • Multi-sourced and Acxiom-developed consumer data (asset 2)
 • Recognition technology (real-time, media channels) (asset 1)
 • Data cloud technology for intake / delivery (real-time, media channels)



                    World-class subject-matter expertise in:
 •   Product commercialization and data quality (asset 2)
 •   Consumer privacy
 •   Marketing databases and data management (asset 3)
 •   Analytics (asset 4)




                       Resulting in: Scalable environment
                        Difficult to replicate capabilities
                                         17
Our Advantage: Economic
  Data Owners Want:       Acxiom Has Invested In:            Marketers Want:

• To monetize data           Unique consumer data
                                                         • A complete and
• To respect consumers’      Real-time data intake        accurate customer view
  privacy                    Real-time recognition      • To reach consumers
• A trusted partner to       Real-time delivery           where / when they are
  execute                    Insight for all channels   • A trusted partner to
                             Consumer privacy             assist




               Resulting in: New revenue opportunities
                          Improved margins
                                     18
Summary
• Our Market:
   – Favorable external conditions


• Our Business:
   – Solid investments
   – Aligned with market demand


• Our Advantage:
   –   Differentiated capabilities
   –   Deep subject-matter expertise
   –   New markets
   –   Operational leverage

                                 19
Global Multichannel Marketing
          Services
        Tim Suther, SVP
Key Messages

• Changes in marketing & advertising favor Acxiom.

• Acxiom assets are significant and defensible.

• Large opportunities to unlock client value.

• Four interrelated initiatives drive performance.




                             21
An Inflection Point for Marketing & Advertising…

     80% of CEOs believe their brand delivers a superior customer
                                                                     1
            experience. Just 8% of their customers agree

                                                                           2
     80% of online advertising fails to reach its intended audience


      Multichannel buyers are 4-5x as profitable, yet just 32% of
                                                                               3
     marketers know how their customers behave across channels



                    The drive for higher marketing results favors Acxiom

1.    Bain Consulting                      22
2.    comScore
3.    Forrester Research
High Performing Marketing Requires…
• Reaching & engaging your audience.

• Multi-dimensional insight.

• An enterprise marketing database.

• Personalized & coordinated engagement across media.

• Marketers can fund these requirements by deprioritizing
  underperforming media / programs.
               Our view is distinct and defensible

                               23
Our Strategy is Enabled by Unique Assets / Skills
Marketers need…                          Acxiom provides…

To reach & engage their audience        200 million Internet profiles
                                        650 million social profiles
                                                                               5   6   7
                                        30 million mobile profiles
                                        122 million postal households

Multidimensional insight                500 million consumer profiles             1 2 4
                                        1 trillion customer recognition events/year
                                        Consumer behavior/attitude tracking - 8 verticals


Enterprise marketing database           Manage 1,000 marketing databases
                                        Manage 23,000 servers                      3


Personalized & coordinated              300,000 campaigns/year
                                        Engage 5 billion customers/year        5   6   7
engagement across media

      The leading engine for audience & personalized marketing

#   reference Acxiom key asset #   24
Substantial Progress During This Past Year
Market Awareness
•   Named Forrester Wave Leader, passing 2 primary competitors
•   Conducted 87 thought leadership sessions with 17,000 attendees. Produced 50
    thought leadership pieces.
•   Ranked #1 US agency by Ad Age
•   Expanded global presence


New / Enhanced Products:
•   Collaborative Targeting in production
•   Significantly expanded Relevance-X® reach
•   Released Relevance-X Mobile & Social
•   Successful initial television deployments
•   Record email volumes / campaigns
•   Released MarketEdge-X™ in new countries and released new verticals
•   Released high performance matching engine for consumer digital addresses
•   Placed 500 predictive models into production across 12 verticals
                                       25
Our Strategy Unlocks Significant Value for Clients
Client results…                  Key enablers…

Tech                             Invest proportional to
$200MM revenue                   predicted customer value
$4.5MM OpEx savings / yr
                                 Audience focus
Bank
$100MM / yr EBIT                 Personalize engagement

Consumer Product                 Measure contribution to
$500MM / yr revenue              customer lifetime value


                      It’s time to scale
                            26
4 Interrelated Initiatives Drive Performance
                                    Standardized, enterprise marketing databases
    Be Certain                      Deeper, more affordable customer insight. Faster time to value
                                    Product roadmap delivers increasing value over time
        1     2       3   4


                                    Integrated / personalized engagement that is insightful, timely &
    Engage with Certainty           accurate across any channel
                  6


    Reach with Certainty            Your audience, addressable anywhere, reached with certainty
                  7


                                    Redistribute spend from low-value to high value opportunities
    Act with Confidence             Optimize programs, channels & campaigns
                  5


                          Focus on creating operating leverage
#    reference Acxiom key asset #              27
Audience Engagement Illustration
Connecting marketing database to digital channels


  Meet Becky
                                                                  When Becky visits a site we reach,
         37, married, 2 children, high value, lives in NY.
                                                                  we leverage audience insights to
         We know:                                                 personalize the engagement
           – Service history & preferences
           – Preferred media, channel & cadence
           – Transaction & response behavior
           – Garage data
           – Social influence

         We also score her future behavior:
           – Drive loyalty / attrition score
           – In market timing score
           – Brand affinity & product propensity
           – Brand image & price sensitivity score
           – Product attribute / demand score

         Recently, we’ve notice the following:
           She responded favorably to safety-themed
           messages, configured a vehicle on our site, but
           hasn’t requested a quote or indicated interest
           in visiting a dealer



           Our strategy creates this experience across media / channels
                                                             28
Summary

• Changes in marketing & advertising favor Acxiom.

• Acxiom assets are significant and defensible.

• Large opportunities to unlock client value.

• Four interrelated initiatives drive performance.




                             29
Acxiom Multichannel Marketing
        Showcase
        Chris Marriott, VP
 Consumer Intro
  through Social


Dynamic 1st Time
  Website Visit


Dynamic Welcome
 Email with Social


 Targeted Display
                  Acxiom’s Multichannel Marketing Showcase
 Dynamic Website
    with Layer


     Dynamic
Transactional Email


   Collaborative                Just 32% of senior marketers know how their customers behave across channels.
    Targeting
                                                           Yet, multichannel buyers are 4-5x more profitable.
                                                                                                    -- Forrester 2009
  Enhanced Call
Center Experience


  Dynamic Email
                                                   80% of online advertising fails to reach its intended audience.
with Mobile Coupon                                                                                 -- comScore 2009

  Mobile Driving
   Store Traffic                      80% of CEOs believe their brand delivers a superior customer experience.
                                                                              Just 8% of their customers agree.
     Dynamic
    Direct Mail                                                                                         -- Bain 2006


  Mobile Driving
 Instant Purchase
 Consumer Intro
  through Social


Dynamic 1st Time
  Website Visit


Dynamic Welcome
 Email with Social
                        B2B and B2C retailer selling computer products
 Targeted Display
                        online and at stores across the U.S.

 Dynamic Website
    with Layer


     Dynamic
Transactional Email
                      BRYCE engages with customers across multiple channels to:
   Collaborative
    Targeting         • Be visible at the point of buying decisions
  Enhanced Call       • Provide assistance – and good service – at appropriate times
Center Experience

                      • Increase customer loyalty and referrals across social networks
  Dynamic Email
with Mobile Coupon


  Mobile Driving
   Store Traffic


     Dynamic
    Direct Mail


  Mobile Driving
 Instant Purchase
 Consumer Intro
  through Social                                                                                What we know:
                                                                                                • Product interest
Dynamic 1st Time
  Website Visit       Meet Scott Hughes.

Dynamic Welcome
 Email with Social


 Targeted Display


 Dynamic Website
    with Layer


     Dynamic
Transactional Email   On Facebook, Scott sees that his friend Ella has just
                      become a fan of BRYCE.
   Collaborative
    Targeting
                                       Ella became a fan of BRYCE Computers.  Comment  Like


  Enhanced Call                               Ella Bella Gentry I did the research. These
Center Experience                             guys are good and their printers are sweet!!
                                              Yesterday at 11:03am  Delete
  Dynamic Email
with Mobile Coupon                    Write a comment…


  Mobile Driving
   Store Traffic


     Dynamic
    Direct Mail       He clicks through to the BRYCE fan page and
  Mobile Driving
                      then clicks on a link for Fast Ink Jet Printers.
 Instant Purchase
 Consumer Intro
  through Social                                                             What we know:
                                                                             • Product interest
Dynamic 1st Time
  Website Visit       He arrives at bryce.com where a fast ink jet printer   • Email address
                      is dynamically inserted on the home page to match      • Interest in
Dynamic Welcome
 Email with Social    his interest.                                            receiving email


 Targeted Display


 Dynamic Website
    with Layer


     Dynamic
Transactional Email


   Collaborative
    Targeting


  Enhanced Call
Center Experience


  Dynamic Email
with Mobile Coupon
                                                       sdhughes@yahoo.com


  Mobile Driving
   Store Traffic


     Dynamic
    Direct Mail       He signs up to receive product offers via email.

  Mobile Driving      He puts the printer in his shopping cart, but leaves
 Instant Purchase
                      before buying.
 Consumer Intro
  through Social                                                       What we know:

Dynamic 1st Time      He receives a personalized welcome email         • Product interest
  Website Visit
                      encouraging him to become a fan of BRYCE.        • Email address
                                                                       • Interest in
Dynamic Welcome
 Email with Social                                                       receiving email
                                                                       • Opens email
 Targeted Display                                                      • Social presence
                                                                          • Participation

 Dynamic Website                                                          • # of friends
    with Layer


     Dynamic
Transactional Email


   Collaborative
    Targeting


  Enhanced Call
Center Experience


  Dynamic Email
with Mobile Coupon


  Mobile Driving
   Store Traffic


     Dynamic
    Direct Mail       He becomes a fan and his friends are notified.
  Mobile Driving
 Instant Purchase
 Consumer Intro
  through Social                                                                         What we know:
                                                                                         • Product interest
Dynamic 1st Time
  Website Visit
                                                                                         • Email address
                      The next morning, he sees an ad for the ink jet
                                                                                         • Interest in
Dynamic Welcome
 Email with Social
                      printer he was interested in and learns that the                     receiving email
                      product ranks high in customer satisfaction.                       • Opens email
 Targeted Display                                                                        • Social presence
                                                                                            • Participation

 Dynamic Website                                                                            • # of friends
    with Layer


     Dynamic
Transactional Email


   Collaborative
    Targeting


  Enhanced Call
Center Experience
                                                          Ranked best in quality
  Dynamic Email                                           and fast printing
with Mobile Coupon
                                                          See it 

  Mobile Driving
   Store Traffic
                                                           BRYCE         The BRYCE R50
                                                           COMPUTERS


     Dynamic
    Direct Mail


  Mobile Driving
 Instant Purchase
 Consumer Intro
  through Social      Acting on his new knowledge about the printer’s speed and    What we know:

Dynamic 1st Time
                      quality, Scott returns to the BRYCE website that evening.    • Product interest
  Website Visit
                                                                                   • Email address
                      He is instantly recognized as having previously registered
                                                                                   • Interest in
Dynamic Welcome       for email, so the registration box is now replaced with        receiving email
 Email with Social
                      different content.                                           • Opens email
 Targeted Display                                                                  • Social presence
                                                                                      • Participation
                             Buy now and get
 Dynamic Website                                                                      • # of friends
    with Layer              Free Shipping
                                                                                   • Buys online
                              on every printer
     Dynamic                     purchase                                          • Responds to free
Transactional Email                                                                  shipping
                       Enter code: PRTFAST   at checkout
                                                                                   • Purchase data
   Collaborative
    Targeting


  Enhanced Call
Center Experience


  Dynamic Email
with Mobile Coupon


  Mobile Driving
   Store Traffic


     Dynamic
    Direct Mail        A layer sweetens the printer offer and he buys the
  Mobile Driving
                       ink jet printer.
 Instant Purchase
 Consumer Intro
  through Social                                                         What we know:
                                                                         • Product interest
Dynamic 1st Time
  Website Visit
                                                                         • Email address
                      Scott receives a confirmation email with useful
                                                                         • Interest in
Dynamic Welcome
 Email with Social
                      information and offers relevant to his purchase.     receiving email
                                                                         • Opens email
 Targeted Display                                                        • Social presence
                                                                            • Participation

 Dynamic Website                                                            • # of friends
    with Layer
                                                                         • Buys online
     Dynamic                                                             • Responds to free
Transactional Email                                                        shipping
                                                                         • Purchase data
   Collaborative
    Targeting


  Enhanced Call
Center Experience


  Dynamic Email
with Mobile Coupon


  Mobile Driving
   Store Traffic


     Dynamic
    Direct Mail


  Mobile Driving
 Instant Purchase
 Consumer Intro
  through Social                                                                            What we know:
                                                                                            • Product interest
Dynamic 1st Time
  Website Visit
                                                                                            • Email address
                      Two days later, while on Yahoo!, he sees a BRYCE ad
                                                                                            • Interest in
Dynamic Welcome
 Email with Social
                      promoting extended service plans.                                       receiving email
                                                                                            • Opens email
 Targeted Display                                                                           • Social presence
                                                                                               • Participation

 Dynamic Website                                                                               • # of friends
    with Layer
                                                                                            • Buys online
     Dynamic                                                                 Extended       • Responds to free
Transactional Email                                                        Service Plans
                                                                          on new printers     shipping
                                                             Call: 800-345-1111             • Purchase data
   Collaborative                                            Or visit: www.bryce.com/esp
    Targeting                                                                               • Call center
                                                                      Best Value
                                                                                              added to channel
  Enhanced Call                                           BRYCE                               preference
Center Experience                                         COMPUTERS




  Dynamic Email
with Mobile Coupon


  Mobile Driving
   Store Traffic


     Dynamic
                      He calls the BRYCE Call Center for more information.
    Direct Mail


  Mobile Driving
 Instant Purchase
 Consumer Intro
  through Social                                                                                What we know:

                      The Call Center Rep’s system recognizes Scott’s phone                     • Product interest
Dynamic 1st Time
  Website Visit
                      number and shows a record of his recent purchase.                         • Email address
                                                                                                • Interest in
Dynamic Welcome
 Email with Social                                                                                receiving email
                                                                                                • Opens email
 Targeted Display                                                                               • Social presence
                                                                                                   • Participation

 Dynamic Website                                                                                   • # of friends
    with Layer
                                                                                                • Buys online
     Dynamic                                                                                    • Responds to free
Transactional Email                                        BRYCE                  Call Center     shipping
                                                           COMPUTERS              Product
                                                                                  11567
                                                                                  Purchases
                                                          Information to verify
                                                          Information to gather
                                                                                  3456
                                                                                  History
                                                                                                • Purchase data
   Collaborative
                                                                                  7890
                                                          Suggested up-sells      Suggestions
                                                          Additional up-sells


    Targeting                                                                                   • Call center
                                                                                                  added to channel
  Enhanced Call                                                                                   preference
Center Experience
                                                                                                • Corporate
                                                                                                  purchaser
  Dynamic Email
with Mobile Coupon    While on the phone, Scott purchases an extended
                      service plan for his ink jet printer.
  Mobile Driving
   Store Traffic

                      The Rep asks about corporate purchases and Scott
     Dynamic
    Direct Mail       provides details about his company and his title. He
                      provides his business email address in order to sign up
  Mobile Driving
 Instant Purchase     for the BRYCE corporate newsletter.
 Consumer Intro
  through Social                                                         What we know:
                                                                         • Product interest
Dynamic 1st Time
  Website Visit
                      Meanwhile, Scott receives an email with a coupon
                                                                         • Email address
                      that can be sent to his mobile phone.
                                                                         • Interest in
Dynamic Welcome
 Email with Social                                                         receiving email
                                                                         • Opens email
 Targeted Display                                                        • Social presence
                                                                            • Participation

 Dynamic Website                                                            • # of friends
    with Layer
                                                                         • Buys online
     Dynamic                                                             • Responds to free
Transactional Email                                                        shipping
                                                                         • Purchase data
   Collaborative
    Targeting                                                            • Call center
                                                                           added to channel
  Enhanced Call                                                            preference
Center Experience
                                                                         • Corporate
  Dynamic Email
                                                            He enters      purchaser
with Mobile Coupon                                          his mobile   • Interest in
                                                            phone          receiving mobile
  Mobile Driving                                                           messages
   Store Traffic                                            number.
     Dynamic
    Direct Mail
                                      415   789   9876

  Mobile Driving
 Instant Purchase
 Consumer Intro
  through Social                                                                         What we know:
                                                                                         • Product interest
Dynamic 1st Time
  Website Visit
                      Scott receives the coupon on his mobile phone. The                 • Email address

Dynamic Welcome
                      message includes a link for locating nearby stores.                • Interest in
 Email with Social                                                                         receiving email
                                                                                         • Opens email
 Targeted Display                                                                        • Social presence
                                                                                            • Participation

 Dynamic Website                                                                            • # of friends
    with Layer
                                                                                         • Buys online
     Dynamic
                           38430 OCT 3, 2009 12:21 PM
                                                              He goes to a BRYCE         • Responds to free
Transactional Email                                                                        shipping
                           Show this text at the store for    store and buys paper
                           -- Buy One, Get One 30% off --                                • Purchase data
   Collaborative           BRYCE PhotoBliss Paper             and several other items,
    Targeting                                                                            • Call center
                           Code: 54GB349      Stores Nearby   showing his phone to         added to channel
  Enhanced Call                                               the clerk to receive the     preference
Center Experience
                                                              discount.                  • Corporate
                                                                                           purchaser
  Dynamic Email
with Mobile Coupon                                                                       • Interest in
                                                                                           receiving mobile
  Mobile Driving                                                                           messages
   Store Traffic
                                                                                         • Buys in store
     Dynamic
    Direct Mail


  Mobile Driving
 Instant Purchase
 Consumer Intro
  through Social                                                                                                           What we know:
                      At home, Scott receives a personalized postcard                                                      • Product interest
Dynamic 1st Time
  Website Visit       showing nearby schools where he can donate his                                                       • Email address
                      old printer and have the school get a $10 credit.                                                    • Interest in
Dynamic Welcome
 Email with Social                                                                                                           receiving email
                                                                                                               Peel off    • Opens email
                                      Scott, thanks again for buying a printer from BRYCE.                    sticker 
 Targeted Display        BRYCE                                                                                             • Social presence
                         COMPUTERS
                                     Donate your printer to one of these                            $10 credit                • Participation
                                     nearby schools…                                         1. Affix sticker to printer
 Dynamic Website                                                                                                              • # of friends
                                         Lincoln High School       Stern Grove Elementary       and take to school
    with Layer
                                         545 15th Street           144-B Magdalena Avenue    2. School enters code         • Buys online
                                         San Francisco, CA 94109   San Francisco, CA 94156      on the BRYCE website
     Dynamic
                        Are you                                                                 and receives $10           • Responds to free
Transactional Email    getting rid   …and they’ll get a $10 credit at BRYCE.                    credit toward school
                                                                                                purchases.                   shipping
                       of your old   …and you can be a Champion for Reuse.                     www.bryce.com/school

                        printer?                                                                                           • Purchase data
   Collaborative                     Grab a badge on the BRYCE fan page.                          BRYCE
                                                                                                               Code:
    Targeting                                                                                                  E245UM2
                                                                                                  COMPUTERS
                                                                                                                           • Call center
                                                                                                                             added to channel
  Enhanced Call                                                                                                              preference
Center Experience
                                                                                                                           • Corporate
                      Impressed, Scott describes the postcard to his                                                         purchaser
  Dynamic Email
with Mobile Coupon    Facebook friends and tells them that “BRYCE helps                                                    • Interest in
                      customers beyond the sale.”                                                                            receiving mobile
  Mobile Driving                                                                                                             messages
   Store Traffic
                                                                                                                           • Buys in store
                      Scott also goes to the BRYCE fan page and picks up
     Dynamic                                                                                                               • Facebook
    Direct Mail       a badge for his                                                                                        recommender
                      Facebook profile.    Champion
                                                    Make the effort to reuse equipment. I did.
                                                    www.bryce.com/reuse
  Mobile Driving
 Instant Purchase                                       for
                                                        Reuse
 Consumer Intro
  through Social                                                             What we know:
                                                                             • Product interest
Dynamic 1st Time
  Website Visit
                                                                             • Email address
                                                                             • Interest in
Dynamic Welcome
 Email with Social                                                             receiving email
                                                                             • Opens email
 Targeted Display     Sixty days later,                                      • Social presence
                      Scott receives an                                         • Participation

 Dynamic Website      offer to purchase                                         • # of friends
    with Layer                              38430 OCT 7, 2009 12:48 PM
                      ink directly from                                      • Buys online
                                            BRYCE Ink for your R50 Printer
     Dynamic          his mobile phone.     Special Price – Today Only       • Responds to free
Transactional Email                         Regular $55, Today $39             shipping
                                            Reply BUY to purchase now.
                                                                             • Purchase data
   Collaborative
    Targeting                                                                • Call center
                      Appreciating the                                         added to channel
  Enhanced Call                                                                preference
Center Experience     convenience and
                                                                             • Corporate
                      simplicity, he buys                                      purchaser
  Dynamic Email
with Mobile Coupon
                      ink from his phone.                                    • Interest in
                                                                               receiving mobile
  Mobile Driving                                                               messages
   Store Traffic
                                                                             • Buys in store
     Dynamic                                                                 • Facebook
    Direct Mail                                                                recommender
                                                                             • Buys directly
  Mobile Driving
 Instant Purchase                                                              from handset
Scheduled Break
Google – Acxiom Advertiser
  Acquisition Partnership
        Guest Speaker
Google – Acxiom Advertiser Acquisition Partnership
Arjan Dijk
Director of Global Acquisition Marketing




                                           Google Confidential and Proprietary   34
Executive summary


    1      Advertiser acquisition focus areas for Google

           Spotlight on Direct Marketing relevance &
    2      personalization

    3      Why Acxiom?


    4      Google’s Direct Marketing growth globally



    5      Google & Acxiom looking forward




                                               Google Confidential and Proprietary
Google’s top five advertiser acquisition focus areas

       Sustain significant growth. Many (SMB) companies globally have
 1     not discovered the power of on-line


       Scale globally. The need to operate at scale across 100+ countries and
 2     40+ languages


       Focus on efficiency. Acquisition campaigns should run centrally and
 3     smoothly, minimizing Marketer’s hours while maximizing impact


       Be the most relevant. Our Direct Marketing needs to be very targeted
 4     and highly relevant


       Have the strictest data privacy / security. Treat prospect and
 5     customer data with the highest integrity



                                                               Google Confidential and Proprietary
The highest relevance: connecting the right brain and left
brain to be the most relevant




                                                 Google Confidential and Proprietary
Direct Marketing more left brain: how can we engage
the right hemisphere for the highest relevance?




               There are four general icons….
•   Can translate left hemisphere media (i.e. direct mail, e-mail
    campaigns) into right hemisphere terms

•   Can overcome cognitive overload

•   Can squeeze out higher response rates in saturated direct
    marketing environments




                                                      Google Confidential and Proprietary
Iconography to connect the right brain with the left
for the highest relevance



  1    Graphic Icons
                                                       
  2    Numerical icons
                            £49.95 vs. £50.00

  3    Verbal icons        Yes, You, Now, New Free
                           Google and Acxiom working together to use the
  4    Personal icons      best personal iconography to achieve the
                           highest relevance




                                                     Google Confidential and Proprietary
Personal iconography for the highest relevance
What is the single most important verbal icon in direct marketing media?




NL AW newsletter e-mail test 2008:
• Personalizing the signature shows a 73% increase in conversion and is easy to do
• Personalizing the customer name is more difficult, but sees a 160% increase
• Combining both personalized name and signature shows a 214% increase
                                                                    Google Confidential and Proprietary
Google marketers personalize the DM experience in three key
ways: through offer, creative, and data personalization

  Offer personalization             Creative personalization         Data personalization

  DM with advertiser specific       Personalized map creative for    Prospect database to model
  keywords                          local advertising                response history




                                                                     •   Understanding the market
                                •     Show prospect their place on       size and makeup
                                      the map
                                                                     •   Finding businesses with the
                                                                         highest propensity to use
                                                                         AdWords

                                                                     •   Getting the best quality
                                                                         business data (business
                                                                         name, address, contact
                                                                         name and title, etc)


                                                                           Google Confidential and Proprietary
                                                                                                                 41
Why Acxiom?

                               Data             Global
                               Acquisition      Database
                                                Management

                        Campaign
                        execution
                        and list
                        pull                              Data
                                                          hygiene



                            Segmentation
                            and scoring      Account
                                             Management




Acxiom is a full service global marketing provider with a strong
reputation in acquisition services

  •   Global expertise for list identification and acquisition
  •   Experienced leadership in marketing strategy and execution
  •   Proven global capabilities in database and data management
  •   Strong analytic expertise


                                                                    Google Confidential and Proprietary
With the help of Acxiom our Direct Marketing Advertiser
Acquisition efforts have scaled dramatically



                                     Global
                   Number of AW customer acquisitions through DM



                        112%            Cumulative Average
                                        Quarterly Growth Rate




                                                                   Google Confidential and Proprietary
In Q4 09 we launched our first globally coordinated targeted
outreach to ~6M prospects in 30+ countries

 Languages   24   Data sources   15   Cost savings   ~25%   Acquisitions       Many




                                                             Google Confidential and Proprietary   44
Developing our partnership with Acxiom



      1        Scale prospect databases globally



               Develop a (trigger based) multi-channel prospect life
      2        cycle approach




               Continue to drive science into DM with further data
      3        analysis and personalization




                                                      Google Confidential and Proprietary
Financial Review

Chris Wolf, CFO & EVP
Key Messages
• Revenue
   – Stabilizing


• Operating leverage
   – Continued efficiency


• Capital spending
   – Prudent investment


• Outlook


                       47
Revenue

                $1,500
                                         $1,252*       $1,312*     $1,302*
                $1,300                                                        $1,205*
                                                                                         $1,099
                $1,100
$ in Millions




                 $900

                 $700

                 $500

                 $300

                 $100
                                        FY06          FY07        FY08       FY09       FY10
    * Adjusted for pass through data.                        48
    Reconciliation to GAAP posted on www.acxiom.com
Quarterly Revenue Trend
                $350
                                        $309*     $307*
                                                          $301*
                $300                                               $288*                 $284   $288
                                                                                  $271
                                                                           $256
                $250
$ in Millions




                $200


                $150


                $100
                                        Q1      Q2        Q3      Q4       Q1     Q2     Q3     Q4

                                                      FY09                             FY10
    * Adjusted for pass through data.                             49
    Reconciliation to GAAP posted on www.acxiom.com
FY10 Revenue Bridge

                $1,300   $1,276
                                                $1,205
                $1,200
                                      (71)
                                                              (43)       (11)                                  67         $1,099
                $1,100
                                                                                     (98)        (21)
$ in Millions




                $1,000

                 $900

                 $800

                 $700

                 $600

                 $500
                          FY09        Data    Pro Forma Consolidations Competitive   Scope    International Major New     FY10
                                  Pass Through FY09                      Losses    Reductions   Ops / Fx     Logos /
                                                                                     / Other               New Business

                                                                 50
How We Manage the Business

                                                                          Markets
                                        Financial   Insurance    Retail   T&E,        Mfg &        EMEA   APAC
                                        Services        &        & CPG    Media,    Distribution
                                                    Invest Svc            Telecom    & Health
                                                                          & Tech
Lines of Business




                    Services
                    • Multichannel Marketing Services
                    • CDI Services
                    • Consulting Services
                    • Information Management Services

                    Products
                    • Information / Risk Products
                    • Background Screening Products




                                                            51
How We Manage the Business

                                                                            Markets
                     Financial           Insurance                Retail    T&E, Media      Mfg &       EMEA       APAC
                     Services                &                    & CPG      Telecom     Distribution
                                         Invest Svc                           & Tech      & Health




•     12 of the top 15 credit card issuers                                    •    7 of the 10 top retailers
•     7 of the top 10 retail banking companies                                •    11 of the top 14 automotive companies
•     6 of the top 10 telecom companies                                       •    9 of the top 10 property and casualty insurers

                                                                             52
    *All logos listed herein are the property of their respective owners.
Revenue by Line of Business

 FY10                                                                        FY09*
                               3%                                                                3%

             20%                                                                      20%
                                           32%                                                               34%


          3%                                                                      3%




               25%                                                                    23%
                                          14%                                                          14%
                                     3%                                                           3%

                                                   Key                         FY10     FY09
                                           Multichannel Marketing Services     $347     $410
                                           CDI Services                         156      169
                                           Consulting Services                   37         33
                    Dollars in millions
                                           Information Management Services      278      278
                                           Other Services                        31         29
                                           Information / Risk Products          214      245
                                           Background Screening Products         36         41


                                                                 53
 * Adjusted for pass through data.
Revenue by Market

FY10                                                                   FY09*
                          9%                                                               10%
                   2%                    21%                                          2%          23%

           12%                                                                 13%

                                               7%                                                       7%

                                              7%                                                      7%

                33%                      9%                                           30%        8%

                                                   Key                 FY10    FY09
                                         Financial Services             $226   $283
                                         Insurance & Invest Svc          74      81
                                         Retail & CPG                    79      89
                   Dollars in millions   T&E, Media, Telecom & Tech     105     101
                                         Mfg & Distribution & Health    361     357
                                         EMEA                           135     158
                                         Asia Pacific                    23      22
                                         Other                           96     114

                                                              54
* Adjusted for pass through data.
Operating Expense
    Dollars in millions
                                                       $1,181*
                            $1,200                                               $1,074*
                                                                                                 $1,001*
                                                     $198
                            $1,000                                           $184
                                                     $104                                      $199
                               $800                                          $86
                                                     $275                                       $74
                                                                             $232              $208
                               $600
                                                     $604                    $572              $520
                               $400

                               $200

                                   $0
                                                    FY08*                    FY09*             FY10*

                                Salaries & Benefits                   Computer & Other Equipment       Data    Other



                      Continued focus on our operating efficiency                                          FY 2008 - 2010

•     Standardized technology / processes       •                                   Enhanced sales force
•     Continued to leverage global workforce    •                                   Consolidated & standardized delivery functions /
      initiative                                                                    platforms
•     Improved general & administrative expense •                                   Upgraded account management skills

                                                                            55
    * Adjusted for unusual charges and excluding data pass through.
      Reconciliation to GAAP posted on www.acxiom.com.
Operating Income
                $180                                          $163*

                $160
                                    $141*
                                                                                     $131*
                $140
                                                                           $121*
                $120
                                                                                               $98*
$ in Millions




                $100

                 $80
                                                        12.4%*
                               11.2%*                                              10.9%*
                 $60                                                   9.3%*
                                                                                             8.9%*
                 $40

                 $20

                  $0
                                FY06                     FY07         FY08         FY09      FY10


                                                                      56
    *Adjusted for unusual charges. Reconciliation to GAAP posted on
     www.acxiom.com.
Quarterly Operating Income
                $45
                                                                       $40*
                $40
                                                              $35*
                $35                            $32*                                                      $33*
                                                                                                $30*
                $30
                               $25*
                $25
$ in Millions




                                                                                        $22*
                $20
                                                                      13.9%*    $13*
                $15                                        11.5%*                                       11.6%*
                                            10.4%*                                             10.7%*
                             8.1%*
                $10                                                                    7.8%*
                                                                               5.0%*
                 $5

                 $0
                             Q1              Q2             Q3        Q4       Q1      Q2      Q3       Q4
                                                 FY09                                       FY10
                                                                        57
    *Adjusted for unusual charges. Reconciliation to GAAP posted on
     www.acxiom.com.
Priority Uses of Capital
• Required reinvestment in the business

• Investment in strategic growth businesses including
  acquisitions

• Reduce debt




                           58
Capital Spending by Type

                $250          $235
                                               $227


                $200                                           $180


                $150                                                                       $130
$ in Millions




                                                                              $100
                $100


                $50


                 $0
                            FY06           FY07               FY08         FY09         FY10
                   Capital expenditures, including financed      Capitalized Software   Deferred Costs

                                                          59
Recent Acquisitions
                     Acquisition                      International      International
                      Criteria                        Saudi Arabia           Brazil
                                                          / UAE

               Strategic Priority
               •Interactive Marketing Services
               •Analytics
               •Media Optimization                    Direct Marketing   Pending:
               •International                         Services, LLC      GoDigital*
                                                      $3.8 million*


               Meets / Exceeds Return
               Metrics




                                                 60
 * Acxiom acquired a majority interest
Total Net Debt

                  $800                   $756

                  $700                                    $645
                                                                         $578
                  $600
                           $470                                                        $501
                  $500
$ in Millions




                  $400            $462          $718             $582           $401          $277
                                  Net           Net              Net            Net           Net
                  $300
                                                                                $177          $224
                  $200

                  $100                                           $63
                                                $38
                                  $8
                     $0
                           FY06          FY07             FY08           FY09          FY10

                Revolver   Term Loan     Capital Leases     Other Debt      Software and Data Licenses   Cash

                                                            61
Credit Metrics


                                                                          FY08    FY09    FY10

 Total Debt / Total Capitalization                                        56%     53%     46%

 Net Debt / Total Capitalization Less                                     54%     44%     32%
 Cash

 Leverage Ratio*                                                          1.89x   1.74x   1.92x




 * Leverage Ratio – Total indebtedness / EBITDAR.                    62
 * Total Indebtedness defined as all debt obligations including
   operating leases and other items as defined by credit agreement
Free Cash Flow to Equity


                $160                                                                $147**

                $140

                $120                                                                          $108
                                 $100
$ in Millions




                $100
                                                                            $77*   $97
                $80
                                                           $55
                $60

                $40

                $20                                                    $23

                 $0
                               FY06                   FY07             FY08        FY09      FY10
    * Includes payment received from merger termination and proceeds   63
       from the sale of French GIS business.
    ** Unusual items;see appendix
Free Cash Flow to Equity Bridge

                $250                               17          $239      1.0
                                        11
                                167
                $200
$ in Millions




                $150                                                                (85)

                                                                                                         $108
                $100                                                                           (47)


                       $44
                 $50



                  $0
                       Net      D&A   Non-cash   Working     Operating   Sale of    Capital   Req Debt   FCFE
                                       Stock     Capital /   Cash Flow   Assets    Spending   Payment
                       Income
                                       Comp       Other

                                                     64
Outlook

                                3 to 5 Year Outlook

 Total Organic Revenue Growth         4% - 6%

 Operating Margin                    13% - 16%

 Capital Spending                $100 - $150 million




                         65
Key Messages
• Revenue
   – Stabilizing


• Operating leverage
   – Continued efficiency


• Capital spending
   – Prudent investment


• Outlook


                       66
Q&A
Financial Review Appendix
FY09 Free Cash Flow to Equity Bridge

                $160
                         $147
                $140

                $120              (24)

                $100                                                           $97
$ in Millions




                                                    (21)
                                                                      (5)
                 $80

                 $60

                 $40

                 $20

                  $0
                       FY09     Phoenix         Change in Timing   Other      Pro Forma
                                Bldg            Incentive Comp     Unusual    FY09
                                Proceeds                           Item
                                                                   Proceeds
                                           69

				
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