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INTELLIGENT
CUSTOMER
ACQUISITION
VOLUME
Lead Acquisition
Generating leads continues to be a chief concern for marketers
across the globe. As consumers increasingly turn to the Internet
for research and additional product information, online
initiatives have become a requirement for marketing
departments in all industries.
The step by step guide below will help marketers to understand
and implement online lead acquisition strategies that are
designed to generate qualified leads with measurable Return on
Marketing Investment (ROMI) in an efficient, intelligent manner.
Step 1
Step 6
Step 2
Utilise Acxiom's ability to
ingest, hygiene and model
customer lookalikes using
our InfoBase data asset
Real-Time delivery of leads
in a privacy compliant
manner – via HTTPS, JSON,
XML or Email
Step 5
Step 3
Leads are cleaned,
validated, scored and
enhanced with additional
information (e.g. income,
lifestage, channel
preference, etc.)
Plan and buy media across
our proprietary digital
content sites and third party
partnerships
Step 4
Utilise our Host and Post
services which allow you to
use our infrastructure to
deliver qualified leads
Online leads are self-selecting. Here, prospects “raise their hands” while searching the Internet
for information on a particular topic.
To get started, several aspects of the customer acquisition process
need to be considered:
What is your customers’ sweet spot?
Conversion timeframe? Does your current
marketing and sales planning process align
with consumers’ behaviour?
Aside from the call to action component,
what other elements could cause
consumers to drop off or abandon their
contact with you? Do they need more
brand awareness or do you simply need
more customer insights?
How are you planning to build
conversations with customers? Does your
lead acquisition, supplemented with the
creative and messaging, look credible and
include useful information?
Ask your lead aggregators the right
questions:
Where/how did you generate the leads?
What is your audience pool?
How many times are the leads being sold?
Have the leads been acquired under
proper legal compliance?
QUALITY
Data hygiene
Data hygiene services are designed to verify and validate
contact information (e.g. name, address, phone(s), email),
and confirm the relationship between individual pieces of
information for each lead. Some enhanced services also
supply missing contact information and verify the
contactability, quality and accuracy of the lead.
Modelling and Scoring Systems
Deploying a model that provides lookalikes and / or
scoring delivers more relevant acquisition campaigns
and tremendous benefit for high-value products or
services.
There are a number of factors that determine which scoring or modelling system is right for a
particular company.
Expertise:
Select the scoring system provider that understands
how data can impact your business goals. Do they have
the right industry expertise? Take advantage of our
offline to online multichannel expertise.
Flexible
Structure:
Look for flexibility with modular configuration
that enables custom variables that are specific
to your business.
Lead
Enhancement
Capability:
Drive additional insight to your acquisition campaigns
by appending more information about your prospects
from our valuable data assets – InfoBase.
Campaign Execution: Test & Learn …
As with all digital marketing solutions, testing a
campaign, learning from that test and optimising based
on the results for the next iteration is critical. This is when
the homework you did at the earlier stage can really pay
off.
SCORING & TARGETING
A custom scoring system helps marketers determine how to respond in order to maximise
marketing results and sales, and can be applied to a company’s entire customer base.
Example:
Making the uSwitch data
work even harder,
Acxiom has analysed the
actual customer base of
uSwitch using Personicx
segmentation solution.
This solution allows
Acxiom to discover what
type of person should
be entered into a certain
type of pot.
Once completed, these
portraits are entered into
our platform to act as a
filter. We ensure that
newly acquired
customers are mapped
against the filter so the
individual can
subsequently be entered
in to the correct pot.
DELIVER
Data Transfer
In online lead generation, user data needs to be transmitted from a publisher to a marketer. The
marketer can choose to receive data from publishers in a variety of formats. Common industry formats,
ranging from least automated and least secure to most automated and most secure, include:
HTTPS GET and HTTPS POST:
Server-to-server connection in
real time. This is the most
common method of data
transfer today according to the
Pontiflex Online Lead
Generation Glossary.
FTP (File Transfer Protocol):
FTP is a file transfer protocol
for exchanging files via a
folder-based, drag-and-drop
application. Not real time.
FHP (File Handling
Protocol) is an approved
method for file transfer,
validation and delivery. It acts as
a wrapper to required file transfer
protocols such as SFTP2, which
allows users to submit files for
processing in a secure,
user-friendly
environment.
ENHANCE
Adding depth to your marketing database through multidimensional
insight is critical in this age of channel-hopping consumers. The addition
of demographic, behavioural, lifestyle and affordability variables from
InfoBase plus Personicx segments to your marketing database will help
you identify your best customers, segment your file to cross and upsell
and retain and regenerate lapsed customers.
There is also the added benefit of appending email address and
telephone number to each record, giving you more opportunity and cost
effective channels to reach your customers and prospects via their
preferred channels.
WANT TO KNOW MORE? DOWNLOAD THE USWTICH CASE STUDY.
Better Connections. Better Results.