Date post: | 30-Nov-2014 |
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Marketing |
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HOW MOBILE DATA CREATE MEANINGFUL
CONNECTIONS
HUGUES REY SAS – EUROPEAN TELCO SUMMIT
1ST APRIL 2014
5,500+ people in over 100
markets investing $16b
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a Cohesive & Agile Network
Data at the Core Mobile Specialist
Mobile is as promising as it is challenging
COMPLEX
Specific & ever changing usage
App ecosystem
Cookie less space
Cross device attribution is a hard nut to crack
SMALL
Billings
Screens
Sessions
Bandwith
BIG
Usage & engagement
Growth
#1 Cross media & channel integration
Payments, stores etc…
Mobile is now leading the digital convergence
No longer a medium to consider on it’s own
Surf on websites related to what I’m watching
44%
Comment on Social Networks
about what I’m watching
22%
Source: Havas MMS 2013
Data Driven Communication vs Consumer Perception FROM TO
Functional Meaningful
360° Paid Owned Earned (& Shared)
Integrated Marketing Programmatic Marketing
Buying Funnel Consumption Cycle
Adver&sing in media (TV, Internet, Radio, outdoor, print) Brochures, (e-‐)mailings Promo&onal gi?s, trade fairs Sponsored events
Opinions of friends and family, word of mouth Opinions of surfers (blogs, forums, community networks, etc ...)
Press coverage
Web Site, facebook page of the brand Point of sale Catalogue or magazine of the brand
Paid – Owned – Earned is mobile
Mobile is present in all the phases of the consumer cycle
Mobile is present in all the phases of the consumer cycle
Source: Google 2013
Programmatic marketing needs multi-source dataset
PLANNING
BUYING
MEASUREMENT
SALES
MORE PRECISE TARGETING
MORE AGILE BUYING
DEEPER FOLLOW-UP & DECISION
MORE EFFICIENT ROI
INTEGRATED DYNAMIC PROGRAMMATIC
Programmatic marketing feeds storytelling
Auchan Case Optimising TV show sponsorship with native advertising
• Objective : Top Chef’ sponsorship optimisation during one month
• Increase of visibility, reach & engagement via products, Auchan content in the broadcasts and contest.
• Means
• 4 sponsored trend during 1 month (each day of broadcast ! #TopChef = 1st in Twitter trend • Sponsored tweets (at each show’s highlights, a sponsored tweet about cooked product was live)
Disconnection between people and brands
Today’s paradigm:
Most people would not care if
73% of brands disappeared
Less than
20% of brands notably improve
our quality of life
Disconnection between people and brands
Today’s consumer paradigm
Real human prosperity is continuing to fall
Changing social contracts,
• from: more, bigger, faster, cheaper, now
• to: smarter, fitter, wiser, tougher, closer
Relationships are largely broken between brands and people
And people are empowered more than ever before
Pathway to growing brand value To
mor
row
To
day
Make a difference Differentiation Cost-advantage
Functional
Aspirational
Meaningful
Brands that enhance the well-being of citizens, communities and societies are more meaningful
MEANINGFUL BRANDS Global 2013
Grateful & Passionate
Indifferent but fan seekers
Brand Agnostics
Address different challenges across countries
Meaningful Connections is Data fueled Mobile connect to experience Mobile ignite conversations & actions
ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN
PROVIDE PERSONAL & COLLECTIVE VALUE
SHARE A BRAND STORY
CONNECT EXPERIENCES ACROSS ALL PLATFORMS
IGNITE CONVERSATION & ACTION
Is it all about algorithm now? CONTENT as a Consumer Engagement catalyst
From Data to Insights From Insights to Programmatic Marketing
Data Augmented Reality Connected life
Data Augmented Reality Connected to social network
Data Augmented Reality Connected media
Data Augmented Reality Connected touchpoints
Data Augmented Reality Connected mobility
Data Augmented Reality Connected consumer journey
High
Low
Business impact & competitive advantage
Dashboard
Diagnostics
Predictive Analytics
Standard reports What happened?
Ad hoc reports
Query drill down
Alerts
Statistical analysis
Forecasting
Predictive modeling
Optimization
How many, how often, where?
Where exactly is the problem? What needs attention?
Why is this happening?
What if these trends continue?
What will happen next?
What’s the best action to take?
Data Information Intelligence
Inte
ract
ive
visu
aliz
atio
n
From Dashboarding to Predictive Analytics
Source: IDC- 2012
(Marketing) Data Management Process
RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Construct a Data-Driven Decision Process
Behavior-based
Purchased-based
Consumers’ Interests
(sources may include: ecommerce, CRM /eCRM, brand web sites, 3rd party data, retailers loyalty programs / credit cards, segmentations based upon web surfing/social exchanges….)
Consumer journey, purchasing decision process, interest for the category / propensity to buy
Shopping activity, detailed purchases
Consumer engagement with the brand
Consumer value “lifetime” or dynamic
Gain in relevance
RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Behavior-based
Purchased-based
Segments
Personalized
Individual-level, Scoring
Consumers’ Interests
Construct a Data-Driven Decision Process
Gain in granularity
Advanced segmentation Look alike/Act alike, behavior-based
Individual scoring, evaluating a priori a new contact with a consumer
Location-based
Personalized recommendation, conversations/messages
RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Behavior-based
Purchased-based
Segments
Personalized
Individual-level, Scoring
Simultaneously dealing with all Paid Owned Earned touchpoints
Consumers’ Interests
Construct a Data-Driven Decision Process
Gain in integration
All relevant touchpoints (from mass-media to CRM, one-to-one marketing, Bought Owned Earned channels)
Synergetic effects across marketing vehicles
Indirect effects, propagation through interpersonal exchanges or digital social networks …
RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Behavior-based
Purchased-based
Segments
Personalized
Individual-level, Scoring
Simultaneously dealing with all Paid Owned Earned touchpoints
Agility
Real-Time
Consumers’ Interests
Construct a Data-Driven Decision Process
Acceleration
Programmatic buying, Real-Time Bidding
Marketing Agility ability to adapt or refocus marketing effort (on and offline / POE channels) quickly and successfully in response to changes in customer behaviors, market conditions or business direction
Meaningful Connections are fueled by…
Location based marketing and ad trigger
Real time / digital OOH
Data
REAL TIME MARKETING
Is not about buying more is not about buying cheaper Is about better personalized Is about more meaningful
I SHARE
I LIKE
I KNOW
Unique ID Forrest Gump Tom Hanks
Programmatic marketing
Social Graph (500 millions edges)
Open Graph (40 millions objects)
Knowledge Graph (1 billion entities)
watched
Forrest Gump (on YouTube)
Cloud Atlas (on Flixster)
Clément
wants to watch
Unique ID Cloud Atlas
School friends Coworkers
Jean
Forrest Gump (on Allociné)
(sponsored)
External Data
Programmatic marketing
Earned & Owned impact Effective & efficient Paid
Conversions
+ + +
+ +
+ +
Data Management
Information Map
MFG Data Intelligence
Brand/products awareness
Engagement platform
Games of Thrones Newsletter Owned media
Solution: Retarget people who played the GoT My Warner Challenge
Goal: Sell (personalized) products to fans. Bundle: DVD/BRD + small iron throne
Context: e-commerce on demand, owned media
Games of Thrones Paid media
Facebook Ads campaign Without Insights from My Warner
With Insights from My Warner
# clicks to Amazon 1 261 7 971
Cost per click 0,23 € 0,21 €
Let’s Conclude When MadMen meet MathMen
(Mobile) Data Management offers us opportunities Digitalization is a fact… no Media dies… The majority are empowered by the digital & mobile opportunities. Consumption of content is growing on all platforms and mainly on mobile
Consequently, we have opportunities 1. A better integration in the reality of the advertisers business 2. Interactive and personal communication which will be based on long term based scenarios (storytelling) and broadcast in real time 3. Real time marketing is a synonym of better (not of more or cheaper) due to the added-value of data 4. Handle Big Data and Transform it in Smart (usable on short, middle, long term) actionable Points
Thank You. Let’s Share.