2015-09-15-TalkingData-数据联结价值——安客诚_21页_1mb

Data Connectivity as a Business Transformer

Acxiom Corporation highlights its role as the "Business Transformer" through Data Connectivity, which addresses the fragmentation of customer data across various channels. The explosion of data from digital and traditional sources creates silos that lead to inefficiencies in marketing, such as wasted resources on wrong messages, channels, or times. Data Connectivity enables businesses to integrate and activate data, resulting in significant improvements in marketing efficiency and business outcomes.

Key challenges include targeting the right audience, personalizing content, and measuring campaign impact. Data connectivity addresses these by providing accurate, scalable, and privacy-compliant data management, supporting applications like site personalization, mobile video, and attribution. Benefits observed include lifts in response rates (e.g., +64% sales volume per guest in hospitality) and ROI increases (e.g., 136% in insurance), demonstrating the power of connected data insights.

A case study with an international cosmetics brand and a department store illustrates successful data connectivity. By connecting CRM and retail data, the campaign achieved high purchase rates (9.52%) through targeted retargeting and acquisition strategies, exceeding benchmarks in cost per acquisition and conversion. This approach is crucial in the IoT era, where data volumes are growing rapidly, and connectivity drives innovation in areas like programmatic advertising and customer experience management.

It underscores the importance of leveraging first-party data and connecting it to other sources for optimal activation, positioning data connectivity as a transformative strategy for modern businesses.