Acxiom’s Direct Marketing Database Solution Helps Alltel Wireless Achieve “My Circle” Success
October 13 2008 - 9:41AM
Business Wire
At the DMA 2008 Conference & Exhibition today, Acxiom�
Corporation (Nasdaq: ACXM) announced a joint case study with Alltel
Wireless, America�s largest network, that highlighted Acxiom�s
innovative customer intelligence solutions as the key to impressive
results for Alltel Wireless� �My Circle� direct marketing
campaigns. When Alltel Wireless launched its ground-breaking �My
Circle� calling product, for the first time customers could enjoy
unlimited calling to any 10 numbers � on any network � for free.
The market responded enthusiastically, with �My Circle� popularity
contributing to consistent year-over-year revenue growth. As a
result of the popularity of �My Circle,� the direct marketing team
at Alltel Wireless quickly realized that to improve the customer
experience, it needed to automate a portion of the company�s
customer lifecycle management (CLM) communications to deliver the
right messages to the right consumer at the right time. �Our siloed
sources of customer data and limited prospecting data were
restricting our abilities to engage with customers and potential
customers,� said Tara Llewellyn, director of direct marketing for
Alltel Wireless. The team engaged Acxiom Corporation, the global
leader in interactive marketing services, to improve the precision,
relevance and sophistication of its direct communications. Acxiom
worked closely with the Alltel Wireless team to deliver a set of
solutions that anchored the entire campaign process. Acxiom
combined its data products and customer intelligence with Alltel
Wireless customer data and prospect list for targeted segmentation
based on actual customer behavior and real household composites.
�Acxiom�s customer intelligence is designed to help marketers
acquire and retain more high-value customers, and to cross-sell and
up-sell existing customers while strengthening loyalty,� said Greg
Hogue, Acxiom�s industry executive. �Our marketing solutions
provide deep insight into the look of our clients� best customers
to discover how they act and where they come from.� A daily
customer lifecycle management engine automated customer
communications and delivered relevant direct marketing messages at
precise times in the customer lifecycle. Through advanced
analytics, Alltel Wireless gained a deeper understanding of its
customers and prospects, and produced detailed reporting on
campaign effectiveness to drive continuous improvement. �We now
communicate with our customers 285 percent more than before the
Acxiom solution implementation,� Llewellyn said. �Our automated �My
Circle� direct marketing campaigns have been very successful in
driving increased adoption of �My Circle,� at a fraction of the
cost of traditional direct mail campaigns.� Due to Acxiom�s
solutions, Alltel Wireless� direct marketing team now efficiently
manages more than 300 direct marketing initiatives yearly, many of
which feature automated CLM campaigns using direct mail, email,
outbound voice and text messaging. �Our number one brand
differentiator is �My Circle,�� said Chuck Toomer, vice president
of direct marketing at Alltel Wireless. �We use Acxiom�s solutions
to enable better communications with customers about the product,
which is the cornerstone of their relationship with us.� Using
PersonicX�, Acxiom�s household-level segmentation system, Alltel
Wireless can target potential customers based on consumer behavior
and demographic variables. The data also allows Alltel Wireless to
design communications that speak specifically to certain customer
groups. With cleansed�contact information�and�centralized customer
data, Alltel can�personalize communications with
relevant�information such as the customer's first name and account
details. �It�s very much a complete solution,� added Toomer. �We
impact customers throughout the entire lifecycle, and our campaigns
are executed at a level that is pretty incredible. There�s a lot of
attention given by our team and Acxiom on targeting, testing,
evaluating results and improving the next campaign.� To access the
multimedia content associated with this release, please visit
www.thenewsmarket.com/alltel. Registered members will find
broadcast quality video for their purposes, free of charge. About
Acxiom The global leader in interactive marketing services, Acxiom
connects clients with their customers through deep consumer
insight, powering effective and profitable marketing initiatives
and business decisions. Our consultative approach spans multiple
industries and incorporates decades of experience in consumer data
and analytics, information technology, data integration and
consulting solutions for effective marketing across digital,
Internet, email, mobile and direct mail channels. Founded in 1969,
Acxiom is headquartered in Little Rock, Ark., and serves clients
around the world from locations in the United States, Europe and
the Asia-Pacific. For more information about Acxiom, visit
www.acxiom.com. Acxiom is a registered trademark of Acxiom
Corporation. About Alltel Wireless Alltel is owner and operator of
the nation�s largest wireless network and has more than 13 million
customers. For more information about Alltel, please visit
www.alltel.com.
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