taking the lead: customer acquisition barometer 2015
TRANSCRIPT
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
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ail
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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
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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