When optimizing Salesforce, having the right partner can make all the difference. To provide a clear, objective perspective, Acxiom commissioned Forrester Consulting to conduct a Total Economic Impact™ study, offering a comprehensive look at the measurable outcomes our clients have achieved.
This study serves as a resource for businesses seeking to understand the tangible benefits and cost efficiencies of partnering with a trusted service provider like Acxiom.
Here’s what you can expect:
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Understand the quantifiable business benefits achieved by Acxiom’s clients.
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Learn how we accelerate your Salesforce outcomes.
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Discover how companies streamline processes and scale with confidence.
Based on a composite organization representative of interviewed customers, these findings highlight how organizations can drive impactful change by leveraging Acxiom’s Salesforce Services.
Why Acxiom?
With nearly 60 years of data expertise and a deep understanding of all the Salesforce clouds, Acxiom goes beyond implementation to drive real business transformation. Our tailored approach unifies data, accelerates time-to-value, and enhances operational efficiency, empowering organizations to innovate at scale in today’s digital landscape.
Explore the Full Study
Access the Forrester TEI Study to gain a deeper understanding of how Acxiom’s Salesforce Services can help you achieve your business goals.
DownloadSeamless journeys start with smart marketing: the travel CX gap
The travel and hospitality industry is facing an increasingly competitive landscape. The rise of OTAs and the sharing economy have disrupted the market, and the ease of booking travel and experiences online has empowered consumers with more choices than ever.
To succeed in this environment, brands must go beyond simply offering good service; they need to deliver exceptional customer experiences that foster loyalty and cater to each customer’s unique preferences and circumstances.
Cloud-based, AI-enhanced MarTech platforms can help deliver these personalised experiences, but only if they’re fuelled with and enabled by the right data and technology.
The question is, do travel and hospitality brands have the necessary foundations in place to achieve this level of CX excellence?
Market leading research consultancy MTM to survey more than 200 Travel and Hospitality brands to establish if they are:
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Resourcing to address their highest priority marketing challenges and ambitions
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Collecting and using the right data to optimise marketing efforts
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Capitalising on technology to enable personalised customer experiences
To learn more about what we found, download the full report.
Demystifying the Data Layer
Transformation of Marketing Data Infrastructure
The proliferation of digital media channels, devices, and customer touchpoints has greatly increased the complexity of capturing, storing and using data for brands today. The limitations of rigid, on-premise solutions are driving rapid cloud adoption for the accessibility, flexibility, and scalability the platform offers.
Check out this report to see how brands answered important questions such as:
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In the next 1-3 years, does your organization plan to increase, maintain or decrease investment in data services?
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What are your top barriers to effectively leveraging data and data infrastructure to support marketing and advertising?
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Thinking ahead to the next 1-3 years, how will your organization approach building its data solutions stack to manage and leverage data?
Download the Report:
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Acxiom InfoBase® Data Catalogue
For Audience Creation and Analytics
Customer Intelligence
Insight builds relationships between people and brands. Armed with accurate, customer intelligence, advertisers can better understand their customers and are able to acquire, retain and grow more like them.
Data Ethics
Leading in the ethical use of data and security, Acxiom is a pioneer and leader in protecting consumer privacy through compliance, ethical relationships, awareness, education, accuracy and security as well as consumer notice, access and choice. We connect data and technology, we keep it safe, and use the customer intelligence in a way that respects consumer privacy.
InfoBase®
InfoBase delivers actionable customer intelligence to give brands the insights they need to make smarter, faster marketing decisions.
Affordability
The ability to differentiate on levels of economic commitment and disposable income, Affordability provides insight into the complex financial status of consumers, so you maximise the long term profitability of your marketing activity.
Personicx®
Personicx marketing segmentation provides a 360º view of consumers to enable market analysis and personalised contact strategies which can be optimised across channels.
Geo Level InfoBase
The ability to leverage the value of our core assets in the form of InfoBase Geo and Personicx for geographical analysis such as location planning and market-level research
InfoBase Attributes
A catalogue of Acxiom’s InfoBase, Affordability and Personicx attributes available.
How to Choose an Enterprise-wide Identity Solution
Delivering great customer experiences: it’s top of mind for marketers. That’s because even tiny incremental improvements in customer experiences can make a huge difference to a brand’s bottom line. This guide will help you:
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Ensure your organisation is prepared for enterprise identity
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Assist in choosing a solution to meet your unique needs
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Understand how incremental improvements can impact the bottom line
Making your brand a Customer Data Platform Winner: a Guide
At a time of accelerating digital complexity and sky-high customer expectations, CDPs unify data and empower brands to deliver relevant, personalised, cross-channel experiences that earn loyalty and build valuable, long-lasting customer relationships.
But simply implementing the first CDP you find is unlikely to be the answer to your problems. Brands that do this often find themselves left with an expensive piece of technology that doesn’t deliver the results they were expecting.
Before selecting a CDP you need to do your homework, and find the right technology for your specific use cases and requirements, ensuring it can be aligned with (and fully integrated into) your organisation.
A CDP is an important piece of the marketing puzzle, but it will always need to work in conjunction with peripheral tools and capabilities to achieve the desired results. Perhaps you’ve only just started exploring CDP options? Or maybe you’re already looking to implement a specific platform and just need a little support? Either way, this guide will give you a head start on achieving CDP success.
In our latest Guide you will find out how to become a CDP Winner explained in 5 sections:
- Section One: It all starts with alignment
- Section Two: The nuts and bolts of CDPs
- Section Three: Mobilising for CDP Success
- Section Four: Implementing the CDP
- Section Five: Continuous Value Creation
The ever changing customer requirements mean that value creation is an ongoing process that requires constant improvement to ensure that brands properly engage their customers and deliver value from their investment. Additional support is typically required when you start to deliver more sophisticated use cases as the organisation moves up in the maturity curve. Rising up on the maturity curve can be a challenge for organisations as the process might involve consultancy, skills and people that are not present in the organisation to facilitate the transition and deployment of new capabilities.
Depending on the organisations current maturity state, this could be moving from single channel to multi-channel personalisation, designing more complex customer journeys that cover multiple life stages, real-time capabilities or more advanced Desisioning and ML capabilities across the organisation. Acxiom’s Personalisation Service can deliver the support you need, providing you with a retained but flexible and scalable team of value-focused consultants, technicians, and analysts to support the demands of your business stakeholders.
In fact whatever support you need, at whatever stage, Acxiom is here to help. From strategy and selection to integration and implementation, and onwards to optimisation and value creation, we’re a vendor and industry-agnostic partner that can help you maximise the performance and business outcomes of your CDP investment.
Sponsored by Sitecore
In recent years, B2C brands have been focusing their efforts on developing digital marketing capabilities, often with an emphasis on providing personalised customer experiences (CX) to ultimately foster trust, develop affinity and deliver recurring revenue.
There has been a rapid increase in the number and variety of marketing technology tools that are available, with chiefmartec.com showing more than 9,000 and growing annually. This has meant for B2C marketers looking to strengthen their CX prowess, choosing the correct, futureproof and scalable marketing technology as part of the wider stack is not always straightforward.
Foreword
Since we began this research project, whispers of macroeconomic disruption have evolved into full-blown predictions of continued inflation, supply chain disruptions, and a near certainty of a global recession.Yet rather than despair, there are plenty of underlying reasons for optimism: buyers that now have new acceptance for digital channels, large consumer savings, and executive leaders who realise that times of disruption often represent times to lean in and innovate.
For those looking to plot a course through this time of uncertainty, it’s well worth remembering the one strategy that has worked in the past will work in the future: knowing your customer and being able to act on those insights better and faster than anyone else in your industry.
Key to all this is real-time personalisation. It changes the way consumers relate to brands and it also has the power to completely transform organisations. As a leader within the digital experience industry, every day we see the incredible results our customers achieve by delivering rich and impactful customer experiences. We are also deeply attuned to the challenges facing B2C marketers today to make this a reality—the pressure to keep up with evolving consumer behavior, the obligations that accompany the transition to first-party data, and the need to leverage value from existing tech stacks.
The insights shared in this report offer a fascinating snapshot of an industry grappling with rapid change. It’s clear that every brand is facing a different CX journey, but with the support and buy-in of their organisations, those that adapt and level up to meet customer demands and expectations will emerge equipped and ready to make exceptional customer experiences a reality and can fearlessly look to the future with optimism.
David Schweer
Vice President, Product Marketing
Sitecore
Research approach and sample
400 interviews were conducted using a 10-minute online survey of senior marketing decision-makers in US and Europe —all currently involved in the selection of marketing technology for their business . Interviews were conducted between March and April 2022.
Background
In recent years, many B2C organisations have been focusing their efforts on creating, building on and maturing their digital marketing capabilities, often with an emphasis on providing personalised customer experiences (CX) to ultimately foster trust, develop affinity and deliver recurring revenue for their brand.
The use of data has been a critical way for B2C organisations to gain richer insights into their customer’s preferences and intent, which can be used to tailor experiences . The COVID-19 pandemic accelerated data-driven marketing efforts to advance their digital presence in response to restrictions on in-person contact.
Although progress has been made by many organisations, challenges remain around defining and collecting the right data, as well as choosing the marketing technology that is needed to deliver excellent digital customer experience.
In recent years, there has been a rapid increase in the number and variety of marketing technology tools that are available, with chiefmartec .com showing more than 9,000 and growing annually1 . While this presents an opportunity for B2C marketers to strengthen digital CX strategies, deciding on the right marketing technology for an organisation’s needs is not always straightforward . As the range of digital tools available to marketers continues to expand, understanding and identifying the right technology solution which is set up to deliver against future marketing objectives, has become a more complex task.
B2C brands have been reliant on third-party cookies for years to track web activity, tailor adverts and improve user experience. The discontinuation of support for cookies is driving innovation in marketing technology as brands look to first party data strategies to help them inform their future digital marketing efforts.
Acxiom and its market research partner, B2B International, have explored the challenges faced by B2C marketers across the globe. This report is based on a study comprising 400 online survey responses from senior marketing decision makers working in $250m+ B2C businesses in the UK, Germany, France, Italy, Spain, and the United States. All respondents were actively involved in the selection of marketing technology for their business.
This research report outlines the current state of B2C marketing and the challenges that marketers face today. It will then consider the roles that marketing technology can play in the journey to delivering real-time personalisation, and how B2C organisations could make better use of the tools available to them in order to fulfill their digital customer experience ambitions. It will conclude by identifying the three Different stages of data driven marketing maturity that brands find themselves on in their journey to delivering CX beyond imagination.
Current state of B2C marketing
ORGANISATIONS ARE PREPARING FOR THE DISCONTINUATION OF SUPPORT FOR THIRD-PARTY COOKIES
While awareness of the upcoming discontinuation of support for third-party cookies is high, there is a lot of variation in how prepared marketers are for the transition . As shown in Figure 1, ONLY A MINORITY (41%) OF B2C ORGANISATIONS SAY THEY ARE VERY WELL INFORMED.
Brands are considering a variety of solutions to help with the transition, typically looking to adopt multiple options, showing that there is no ‘one size fits all’ approach to tackling the discontinuation of support for third-party cookies. That being said, first party identity management within a CDP DEPLOYMENT IS THE MOST COMMON OPTION CONSIDERED (55%) (SEE FIGURE 2).
As well as looking at implementing new solutions, many B2C organisations are ramping up their efforts to become data-driven more generally and acquire more first-party data as part of their strategies to develop excellent digital CX for the future.