Big Data is becoming democratized. That was an underlying theme at our SMB Digital Marketing conference. We discussed this in an on-site analyst roundtable posted last month.

To continue that discussion, we put together a highlight reel of conference Keynoters and their biggest conference takeaways when we were able to tackle them back stage.

“Increasingly, data [for] large advertisers are available to SMBs,” said Acxiom CEO Scott Howe. “Those that embrace it are going to be running all kinds of targeted advertising with much better results.”

See the rest embedded below.

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“Not all data is created equal, but almost anything can be helpful,” said Acxiom CEO and President Scott Howe, who keynoted at BIA/Kelsey’s Leading in Local: SMB Digital Marketing in New Orleans Sept. 23. Now they can choose among connection speed, day part, geotarget, behavioral — or ideally, a multi-variable segment. If they can mix and match with a multi-variable, SMBs can see a lift approaching 6950 percent from unenhanced efforts.

“For so long, only thing SMBs could do to monetize was search, direct mail… things that allowed them to go a little granular… but they could not do what big guys did. Now they can,” said Howe. “But multichannel marketing works and should be a priority in your efforts. The best marketers know they need to do everything.”

Howe noted that SMBs are “nervous about this stuff” and often withdraw. But for digital resellers, it should be all about “test and learn, test and learn.”

Marketers can’t do anything, however, unless they get consumers to give permissions. Howe is confident that such permissions will be forthcoming. “Consumers want to have a voice,” said Howe.

The post At Leading in Local: ‘Almost Any Data’ Helps SMBs appeared first on BIA/Kelsey - Local Media Watch.

“Not all data is created equal, but almost anything can be helpful,” said Acxiom CEO and President Scott Howe, who keynoted at BIA/Kelsey’s Leading in Local: SMB Digital Marketing in New Orleans Sept. 23. Now they can choose among connection speed, day part, geotarget, behavioral — or ideally, a multi-variable segment. If they can mix and match with a multi-variable, SMBs can see a lift approaching 6950 percent from unenhanced efforts.

“For so long, only thing SMBs could do to monetize was search, direct mail… things that allowed them to go a little granular… but they could not do what big guys did. Now they can,” said Howe. “But multichannel marketing works and should be a priority in your efforts. The best marketers know they need to do everything.”

Howe noted that SMBs are “nervous about this stuff” and often withdraw. But for digital resellers, it should be all about “test and learn, test and learn.”

Marketers can’t do anything, however, unless they get consumers to give permissions. Howe is confident that such permissions will be forthcoming. “Consumers want to have a voice,” said Howe.

The post At Leading in Local: 'Almost Any Data' Helps SMBs appeared first on BIA/Kelsey - Local Media Watch.

Consumer data giant Acxiom is moving downstream with a self-serve leads products tailored to SMBs. The new SMB product, “MyAcxiomPartner,” allows SMBs to develop customer lists on a hyperlocal basis, using either addresses or polygon mapping.

The effort is part of Acxiom’s “Audience Operating System,” a consumer data campaign management tool that has been developed at a cost estimated at tens of millions of dollars. The AOS is part of a vision by CEO Scott Howe to enable Acxiom’s data to be easily and readily available to all kinds of marketers across many channels. Howe’s mantra is to use Big Data to enable more precise marketing.

Using MyAcxiomPartner, lists can also be developed based on several other criteria, including behavioral and demographic elements and over 4,000 scored models (i.e. marketing propensities such as “Mid size SUV” or “Brand Name) Apparel.”) Costs begin at $100 or $200, based on criteria involved.

In a briefing with BIA/Kelsey, VP of Global Partner Development Jeff Standridge notes that Acxiom is targeting SMB owners for MyAcxiomPartner that have annual revenues ranging anywhere from “a few hundred thousand dollars to tens of millions of dollars.”

“We’re putting audience selection in the hands of SMB owners that don’t have campaign experience,” says Standridge. “We enable smart media purchases; for target audiences to be identified; and for SMBs to plan and execute media.”

A limousine company, for instance, can develop a list targeting several hundred likely customers for a self-serve mobile banner campaign. In this specific example, Acxiom has teamed up with 4Info for the mobile ad component, which also enables customers to upload their own graphics and deployments.

Acxiom CEO Scott Howe is keynoting BIA/Kelsey’s Leading in Local: SMB Digital Marketing event in New Orleans Sept. 22-24. You can register here.

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