taking the lead: customer acquisition barometer 2015

Thursday 15 OctoberHam Yard Hotel

@DMA_UK #cab2015

Taking the lead: customer acquisition

barometer 2015

Welcome

Chris Combemale, CEO, DMA Group

@DMA_UK

In partnership with

Introduction from the Chair

Caroline Worboys, DMA Group Board Member

In partnership with

Research results

Paul Seabrook, Managing Director, Beautiful Insights

@beautinsights

Thomas Ridley-Siegert, Research Manager, DMA

@DMA_UK

In partnership with

Why acquisition?

• Nearly 7000 views on the DMA website

• 400 views of the focus group video

Last year’s report

“The first step in exceeding customer's expectations is to know

those expectations” – Roy H. Williams

Why do it again?

How did we do it?

Focus Group

Marketers

Consumers

The findings…

The Preference Gap

Email is the most used

consumer acquisition

channel

Marketers

Audience participation

74%

28%21%

15% 13%

60%

40%

11% 10% 9%

84%78%

59% 56% 56%

0102030405060708090

100

em

ail

po

st

fac

e-t

o-f

ac

e

Te

xt/

SM

S

Ph

on

e (

mo

bile)

em

ail

po

st

ph

on

e (

lan

dlin

e)

Fa

ce

-to

-fa

ce

Ph

on

e (

mo

bile)

Em

ail

We

bs

ite

(o

wn

)

So

cia

l m

ed

ia(o

rga

nic

)

Dir

ec

t m

ail

Face-t

o-f

ace

Companies they have arelationship with

by companies they don’t have a relationship with

Marketers

MarketersConsumers

12% 12% 13% 14% 15%4% 7% 8% 9% 10%

84%78%

59% 56% 56%

0102030405060708090

100

Ap

ps

Ph

on

e (

lan

dlin

e)

So

cia

l M

ed

ia

Ph

on

e (

mo

bile

)

Text/

SM

S

ap

ps

Te

xt/

SM

S

So

cia

l M

ed

ia

Ph

on

e (

mo

bile

)

Fa

ce

-to

-fa

ce

Em

ail

We

bs

ite

(o

wn

)

So

cia

l m

ed

ia (

org

an

ic)

Dir

ec

t m

ail

Fa

ce

-to

-fa

ce

Companies they have arelationship with

by companies they don’t have a relationship with

Marketers

MarketersConsumers

Focus Groups Focus Group

The Data Gap

Consumers are willing to share information via email Consumers

ConsumersConsumers will share info for loyalty

schemes but not for exclusive content

Budget is the largest challenge to consumer acquisition Marketers

Focus Groups Focus Group

Tripling in marketers not conducting audits Marketers

Marketers acknowledge that acquisition will become harderMarketers

The Effectiveness Gap

Most/least trusted channels for data sharingConsumers

The Quality Gap

Marketers

57%

13%

27%

3%

61%

9%

27%

3%

51%

19%

27%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

acquisition retention split equally other

2015 B2B

Acquisition remains a priority for next yearMarketers

42%

33%

10%

5%

10%

53%

24%

8%

4%

11%

24%

48%

13%

6%8%

0%

10%

20%

30%

40%

50%

60%

Quality of leads Cost peracquisition

Quantity ofleads

Cost per lead Other

2015 B2B B2C

B2B target quality of leads, B2C target cost-per-acquisition Marketers

47%

35%

11%8%

47%

40%

8%

4%

48%

25%

16%13%

0%

10%

20%

30%

40%

50%

60%

improving quantityof leads

improving quality ofleads

reducing cost peracquisition

Other

2015 B2B B2C

BUT, next year both prioritise improving quantity of leadsMarketers

The Expertise Gap

66%

6%

28%

71%

6%

23%

59%

6%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

in-house outsourced split

2015 B2B B2C

Majority of customer acquisition is conducted in-houseMarketers

64%

8%

28%

69%

8%

23%

57%

8%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

in-house outsourced split

2015 B2B B2C

Similar acquisition plan for next year too Marketers

Focus Groups

Focus Group

Focus Group

Focus Group

IT’S NOT CHEATING WHEN IT’S YOUR

DREAM TEAM2014/15 acquisition campaign

Introduction

Greg Halfacre

Audience development manager, The Sun

@greghalfacre

Mike Maxwell

Associate strategy director, Wunderman

@mjmaxwell

What are we going to talk about

• Introduce fantasy football and Dream

Team

• Provide an overview of insights

• How we used our insights to create a

relationship

• Results

Competitors

The challenge

Get 600k people to provide

payment details to play

fantasy football

Audience

Our audience

• Young

• Football mad

• Loves winding up his mates

• Mobile first and digitally minded

• Competitive

Chairmen

High rollers

Managers

What we did

1. Found an insight

2. Tap into data to build an affinity

based on that insight

3. Use the insight to drive our

conversation

Football fans cheat on

their team

56% Arsenal fans

picked a Spurs

player

92% of Palace fans

had no Palace players

76% of Chelsea

fans picked a Spurs player

What we did

1. Found an insight

2. Tap into data to build an affinity

based on that insight

3. Use the insight to drive our

conversation

Direct Mail

What we did

1. Found an insight

2. Tap into data to build an affinity

based on that insight

3. Use the insight to drive our

conversation

Influencers

Results

95k

15k

636k

24% + target

3% + target

6% + target

What we did

1. Found an insight

2. Tap into data to build an affinity

based on that insight

3. Use the insight to drive our

conversation

THANKS

Panel discussion

Mike Maxwell, Associate Strategy Director, Wunderman

@WundermanUK

Greg Halfacre, Audience Development Manager, News UK

@NewsUK

Andrew Colwell, Head of Strategy, The Media Octopus

@themediaoctopus

Mark Wright, VP Marketing, Travelers

In partnership with

Closing comments

Caroline Worboys, DMA Group Board Member

In partnership with