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Copyright © 2013 Accenture All Rights Reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.
Agile, intelligent marketing
Jason Juma-Ross@ideasocAdTech Sydney, 2013
2013: another digital media watershed
Television Press Magazines Radio Cinema Out of Home
Direct Mail Digital0
1,000,000
2,000,000
3,000,000
4,000,000
2012 Australian Media Spend & YOY Δ
2Source: AQX Monthly, Jan 2011 – Jan 2013, IAB Online Advertising Expenditure Report, Dec 2012Copyright © 2013 Accenture All Rights Reserved.
($18m)
($476m)
($24m)
$21m$8m
$000s
$11m ($41m)
$516m
Historical
ROI Basis
Marginal
>Optimal
>
2013: another digital media watershed
Television Press Magazines Radio Cinema Out of Home
Direct Mail Digital0
1,000,000
2,000,000
3,000,000
4,000,000
2012 Australian Media Spend & YOY Δ
3Source: AQX Monthly, Jan 2011 – Jan 2013, IAB Online Advertising Expenditure Report, Dec 2012, Accenture analysis: APAC region.Copyright © 2013 Accenture All Rights Reserved.
($18m)
($476m)
($24m)
$21m$8m
$000s
$11m ($41m)
$516m
ROI Basis(example)
(2%) (28%) (10%)(60%)
25% 8%
MEAN: 9%
MEDIAN: 4%
Two types of organisations; two types of marketing processes
4Source: AQX Monthly, Feb 2012 – Jan 2013Copyright © 2013 Accenture All Rights Reserved.
0 20,000 40,000 60,000 80,000 100,000 120,000
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
18,000
20,000
Broadcast (non-interactive) Spend ($ 000s)
Inte
racti
ve (O
nlin
e &
Dire
ct) S
pend
($ 0
00s)
Harvey Norman
Coles
Woolworths
Reckitt B.
McDonalds
Toyota
Telstra
Hyundai
Holden
Target
Top 10 Traditional
ANZ Bank
Toyota
AMEX
NABOrigin
Optus
CBA
Telstra
Westpac
VW
Top 10 Digital & Interactive
Relatively unknown: iterative
Relatively known: stable process
Marketing performance varies enormously across digital campaigns
• Return (campaign performance) varies enormously– CTR median of 0.0005, range of
0.05 (100 times the median)– Skewed distribution. Only a few,
very high CTRs in the >1% range– Base scenarios becoming more
costly (having lower ROI)• Cost (CPX) is even more varied
5Source: Accenture analysis, example digital campaigns aggregate 12m dataCopyright © 2013 Accenture All Rights Reserved.
Campaign CTR
Media CPX
How can we consistently improve marketing performance in the ‘relatively unknown’ territory of
digital?
Use ‘fast transients’ to deliver relevance at scale & speed
6Copyright © 2013 Accenture All Rights Reserved.
Display Media
KWG 1 KWG 2 KWG N Seg 1 Seg N
Search
Dynamic Landing Pages
Product/Detail Pages
Seg 2
Checkout / Conversion
• Integrated data• Intelligent conversion paths• Industrialised automation &
decisioning
de-averaging
Delivering relevance has a high cost of complexityCustomers demand a more granular and continuous content and functionality development cycle than is possible in the current paradigm
7Copyright © 2013 Accenture All Rights Reserved.
Re
leva
nce
+
Unit Delivery Cost +
Complexity Dimensions
5 Product categories
27 Brands
6 Regions
3 Channels
5 Cust. Segments
New Paradigm
Platform based, componentised dev., flexible architecture with analytics linking content, usage, and value
Current Paradigm
Monolithic web development & digital supply chain. Analytics used primarily for reporting purposes
Current
1 Treatment
5 Treatments
135
2,430
12,150 Treatments
810
Profile Data
Onsite Behaviours
Social Profiles
Known user profiling to drive content targeting at the last millisecond
8NB. Example ‘Context Cloud’ from Adobe CQ5Copyright © 2013 Accenture All Rights Reserved.
Repository
Digital Data Warehouse
Demographic Data
Custom Data Stores
Context Cloud
Intent can be estimated through combining unknown user context data
9Copyright © 2013 Accenture All Rights Reserved.
Highly Predictive
Anonymous Profile For
Testing
Site Behaviour Variables• Customer/prospect• New/return visitor• Previous visit patterns• Previous Product
interests – top level• Previous Product
interests – low level• Searches • Previous online
purchases• Previous Campaign
exposure• Previous Campaign
responses
Environmental Variables• IP address• Country of origin• Time zone• Operating system• Browser type• Screen resolution
Referrer Variables• Referring domain• Campaign ID• Affiliate• PPC• Natural search• Direct/bookmark
Temporal Variables• Time of day• Day of week• Recency• Frequency
Offline Variables
Delivering individual relevance: no average user experience
10Copyright © 2013 Accenture All Rights Reserved.
11Copyright © 2013 Accenture All Rights Reserved.
Lagging
STATIC ‘ONE-SIZE FITS ALL’ WEB SITES
PERIODIC, EMPIRICALLY-DRIVEN ITERATION
Search Social Display
Personalisation(HTML)
Applications, transactional, and service platforms
Intelligence Driven(Analytics)
Leading
Core Systems(Aligned)
Foundational Components
Web Skin (HTML Layer)
Analytics (Reporting)
Search Social Display
Emerging
AGILE, INTELLIGENT DELIVERY
CustomerData Cloud
Intelligent Adaptation
Componentised
Architecture
12Copyright © 2013 Accenture All Rights Reserved.
Broadcast Paradigm
1960 1980
Demog. Segment
Simple Offer
Single Channel
Uniform Campaign
Hindsight based business
PopulationDem
and
Pro
file Campaign
Intent Paradigm
2000 2020
Intent Segments
MultipleOffers
LocalMobileSocialSearch
WebeDM/DM
IPTV, etc
Fragmented Channels
Campaign Relevance
Relevance, scale, & speedB
undl
e
PopulationDem
and
Pro
file
Campaigns
13Copyright © 2012 Accenture All Rights Reserved.
Relevance = business de-averaged
Thank you
Jason Juma-RossRegional Managing DirectorAccenture Interactive
[email protected]@ideasoc
14Copyright © 2012 Accenture All Rights Reserved.