Acxiom MENA introduces Capability Model to the region

“Each year, US $ 112 Billion in advertising is wasted” was the eye-brow raising fact which Mr. Yousef Hamidaddin, CEO of Acxiom MENA, chose to begin his press briefing in Jeddah to share Acxiom Corporation’s latest report – White Paper – appropriately titled: “Moment of Truth.”

The paper explores the fundamental changes in the business of marketing, and then introduces a capability model for driving customer engagement in a connected world. This capability model enables robust optimization at “the moment of truth,” when customers engage directly with brands.

“Our aim when working on this report was to find ways to help our clients become more efficient and effective, the white-paper’s goal is to enable firms to redirect 15% t0 30% of their media spend to higher performing alternatives’, added Mr. Hamidaddin explaining that ‘digital innovation has shifted power from brands to customers while new media and new business models undermined traditional strategies to the extent that simply saying that a strategy is tried and true is no longer accurate”.

How the model works?

As to how the white paper highlights the Capability Model, the main points can be summarized as of follows:

Broadcasting transitions to narrowcasting

By replacing wasteful broadcasting with efficient addressable advertising, you can reach and engage your audience with certainty. But it’s not enough to reach only the right people; you also have to find enough of them, across many channels, to impact sales. In other words, you need scale.

Multidimensional insight filters out false signals

How you see your audience influences your expectations of them, and single dimensional views — whether behavioral, contextual, or media-based — usually lead to a false picture. To uncover more relevant insights and filter out false signals, you need to integrate multiple dimensions of insight.

Marketing central nervous system

To utilize insight on a mass scale, you need to use your technological infrastructure as a marketing central nervous system, sending and receiving signals about customer behavior and recalibrating accordingly.

4 personlized and coordinated engagement

Finally, none of the previous points matter if they are not applied at the moment of truth with a personalized and coordinated engagement in the form of a uniquely relevant communication that compels each consumer to action.

Actions speak louder than words

Mr. Hamidaddin also argued that the strength of the ‘Moment of Truth’ white-paper is that it has already demonstrated its effectiveness explaining that “Already, three leading brands have seen benefits exceeding $100 million per year from the capability model”.

The three companies Mr. Hamidaddin was referring to belong to the retail banking, consumer goods and technology sectors, “However, the same principals apply to any business with a progressive way of thinking which realizes that the only way forward is realizing the power of insight and building relationships in a way that serves customer needs”. 

For her part, Ms Nevin Ceylan Aydar – Acxiom MENA Marketing & Communications Director explained that via the Capability Model, Acxiom is able to “help brands connect with hyper-connected consumers and prospects, providing consulting and turnkey solutions which assist leading-edge marketers configure their infrastructure and processes to remember, learn from, and react to each interaction in every media over time, so they can treat each customer with a level of recognition that feels special”. 

Ms Ceylan Aydar added that “Our vision began with providing the best data to drive our customers’ success. And the last 41 years, our customers have trusted us to provide the information, products and services to maximize their marketing investment”. 

About the Whitepaper

The report was produced using a combination of both Axciom Global’s long history and cutting-edge technology and research methods in the field of marketing as well as Axciom MENA deep local knowledge and insight into the Middle East and North Africa region.

Thus, the report reinforces Acxiom MENA ‘s pledge to assist clients in making smarter decisions on their marketing spend based on measurable results, which leads to significant growth in profitability and market share.

Commenting on this ‘glocal’ (global/local) advantage which differentiates Acxiom MENA, Mr. Hamidaddin said: “The report is yet another proof of Acxiom brand being able to offer not only direct marketing but marketing across every channel via audience engagement and personalization through pinpoint targeting and measurable & positive results”.

Whereas Ms Nevin concluded by saying:  “Today, we stand in a world of changing consumer behaviours and attitudes. Amid such change, we are more dedicated than ever to solving our clients’ intractable business and marketing challenges through enriched insights and innovative customer engagement”.

Acxiom provides direct and digital marketing solutions across a broad spectrum of channels and is striving to be the leading engine powering personalized, multi-channel consumer centric programs for clients and partners in the MENA region.