Post on 23-Feb-2016
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Transforming Business at the Intersection of Marketing and TechnologyBob Lord, Global CEO
CONVERGE:
CREATIVITYIT’S MORE THAN JUST
TECHNOLOGYIT’S MORE THAN JUST
MEDIA+DATAIT’S MORE THAN JUST
CONVERGE NEW BRAND
EXPERIENCESMEDIA (+ DATA) TECHNOLOGY CREATIVITY
NEW TECHNOLOGY
PALETTEFUELS BRANDEXPERIENCES
MEDIAALLOWS
CONVERSATION
CREATIVITYCOMES FROMEVERYWHERE
BUSINESS OF STRATEGY AND INSIGHT
TECHNOLOGY
CREATIVEMEDIA
THERE ARE 5 BEHAVIORS TO EMBRACE
1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY
1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY
YOUR CAMPAIGN MUST BE STRUCTURED AROUND THE CUSTOMER
YOUR STRATEGY MUST BE BASED ON DATA FROM ACTUAL CUSTOMER ACTIVITY
END TO END EXPERIENCESBUILD THE BRAND
1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY
YOU ARE NO LONGER IN THE BUSINESS OF SELLING STUFF, YOU’RE FILLING CONSUMER NEEDS
1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY
CEO
CTO
REJECT THE SILO
CMO
ECOMM
RETAIL
PLATFORMS DRIVE DECISIONS
12A 1A 2A 3A 4A 5A 6A 7A 8A 9A 10A 11A 12P 1P 2P 3P 4P 5P 6P 7P 8P 9P 10P 11P 12A 1A0%
2%
4%
6%
8%
10%
12%
14%
% of Desktop Impressions
% of Smartphone Impressions
% of Tablet Impressions
EARLY MORNING WORKDAY EVENING
DEVICE USAGE PEAKS
1. PUT THE CUSTOMER AT THE CENTER2. THINK OF YOUR BRAND AS A SERVICE3. REJECT SILOS4. ACT LIKE A STARTUP5. EMBRACE DIVERSITY
EMPLOY AGILE METHODOLOGY AND RAPID PROTOTYPING
WHY I BELIEVE
ADVERTISER PUBLISHERDSP SSP
VERIFICATION CREATIVE
SOCIAL CROSS SCREEN
AGENCY TRADING DESK DATA
ATTRIBUTION ANALYTICS$1.00 $0.45OR LESS-20% to 40%
-15% to 20% -15% to 20%