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Personalising The Customer Experience: Three Ways To Enable A Seamless Customer Experience Ecosystem

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Whether you’re a frequent flyer or just passing through, when you’re in an airport, you’re interacting with an omni-channel marketing ecosystem that’s able to sense and react to you in near-real time.

Taking Heathrow airport as a practical example, interactions with known customers are hyper-relevant, tailored and timed to perfection. But even if the only thing Heathrow knows is that you’re using the free Wi-Fi, this ecosystem can still guide you towards a great experience.

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Blog 4 - Improving The Customer Experience With An Open Approach To The Single Customer View

Improving The Customer Experience With An Open Approach To The Single Customer View

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An Open Approach to the Single Customer View

The notion of a single customer view has been around for decades. It began in direct marketing databases but has existed in CRM systems, ESP systems, and campaign management systems.

It’s been managed in data warehouses and more recently data lakes.

But as marketers adopted new tech, new channels, new data sources and new teams, that view has only become more fragmented and harder to map.

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Blog 2 - What is Identity Resolution & Why Is It Fundamental To The Data-Driven Customer Experience

What is Identity Resolution & Why Is It Fundamental To The Data-Driven Customer Experience

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Four Fundamentals of Data-driven Customer Experience

For your customer experience to be relevant, consistent and scalable, you need your data to be ready for four fundamental imperatives:

  1. Omni-channel customer recognition

  2. Activating data in the new data economy

  3. An open approach to the single customer view

  4. Data connectivity

This post will take a closer look at the first of these fundamentals; omnichannel customer recognition.

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Blog 1 - 3 Customer Experience Strategies and Understanding The Obstacles To CX Success

3 Customer Experience Strategies and Understanding The Obstacles To CX Success

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You don’t need us to tell you how competitively vital customer experience is¹, how consumers would pay more for it², or how many business and marketing leaders now prioritise it³.

But having a vision of a relevant, consistently effective and scalable customer experience is one thing. And actually delivering those experiences to real people out in the wild of the wider marketing ecosystem is another.

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What Causes Consumer Brand Engagement?

What Causes Consumer Brand Engagement?

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Consumer Brand Engagement

The gap between consumer expectations and brand delivery is especially striking when looking at preference vs. current engagement.

There is a clear disparity between what people’s favourite brands are doing to interact with them and what they like/ would like them to do. Consumers want feedback, reward and attention for engaging with brands.

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What Makes Retail Brands Loved?

What Makes Retail Brands Loved?

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Next we outline what criteria makes people engage with retail brands (non-FMCG, both in-store and ecommerce) –

  • What reasons would people prioritise when asked to think about why they like retail brands they favour?
  • Why do they choose to continue to shop with certain retailers?
  • Importantly, what types of interactions do they really want to receive from brands?

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Brexit means Brexit? | Acxiom UK Blog

Brexit means Brexit?

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Seconds after David Dimbleby announced the referendum result I posted on social media that we can now relook at the EU data protection reforms.

After all, brexit in its most likely form will mean the UK no longer has to follow European law. I was surprised therefore when many privacy pundits started to write that brexit would make little or no difference to the impact of the General Data Protection Regulation on the UK.

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The Impact of Product Category on Buying Behaviour

The Impact of Product Category on Buying Behaviour

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A Background on Buying Behaviour

When looking at people’s buying behaviour across different categories, both habitual and value-savvy behaviours are at play to varying degrees, and even simultaneously.

When buying clothes or cosmetics more than a third would claim that they usually choose their favourite brands but just 16% and 14% would do this when buying electronics or furniture respectively. Conversely people are more likely to want to shop around when buying items in the electronics or furniture category, and be more prepared to buy from a new brand.

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The Consumer Approach To Loyalty

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Market research is too often written in the language of marketers.

To understand the language consumers really use to describe their interactions with brands the DMA conducted a primary qualitative piece with 1,000 consumers to uncover the terminology being used by shoppers to discuss their retail and engagement experiences.

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8 Point How-To Checklist For Customer Engagement

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We’ve put together an 8 point how-to customer engagement checklist:

1. Functional first: Consumers prioritise hard benefits such as convenience, quality, deals and good service and data driven strategies can help marketers constantly improve how they deliver on consumers’ core wants.

  • The top reasons why brands are favourites are quality (72%), service (64%), offers/deals (62%) and being the most convenient/easy (57%)
  • 72% are interested in receiving a delivery alert status after purchasing a product

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Retail 2016- Talking The Consumers Language blog image

Retail 2016: Talking The Consumers Language

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“In a maturing digital age, consumer channels are growing exponentially, and so is the need – and the difficulty – in engaging with customers on a relevant, personal and contextual level.” Tomas Salfischberger CEO, Relay42

As marketers we all want to truly understand customers’ experiences, and prepare ourselves for new technologies and media, arriving at an increasing pace. But above all we need to understand what good looks like.

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single view of the customer blog

The Value of A Single View Of The Customer

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The Value of Adopting A Single Customer View (SCV)

The value in tracking the customer is now not so much in understanding what happens at each customer touchpoint. Instead, it is important to be able to manage the incoming data flow about the customer’s activities so that the experience at each touchpoint is relevant to that point in their journey.

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customer data blog

Customer Attitudes To Data

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Research Around Customer Attitudes to Sharing Personal Data

To say that customers’ attitudes to data are contrary is like saying that piranhas can get a little bit upset. Copious research has been done on the subject and the one common thread is that consumers are quite comfortable holding two completely opposing ideas simultaneously.

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Retail recognition 101 – Cross-channel considerations retailers need to make

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If you’ve just bought yourself a brand new coffee-maker, being besieged with ads for another one can come across as creepy at worst, thoughtless at best. The brilliant retail customer experience you may have received when considering and buying that coffee machine is shattered with the realisation that the brand doesn’t know you from Adam after all. Or they just want to use you to tell Adam to also get a coffee-maker. Read More

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Driving with the headlights on: how automotive companies can consolidate customer touchpoints for clear, connected communication

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Customer touchpoints in the automotive purchasing process used to be pretty invisible. If you wanted a new car you might think about it for a few weeks before buying a copy of AutoTrader or wandering round a showroom. Now, as soon as you think you might want a new car, you head straight online, flagging up to anyone really watching that you’re in the market. These changes in customer behaviour call for enhanced touchpoint management and greater consolidation between them. Read More