Date post: | 10-Jan-2017 |
Category: |
Mobile |
Upload: | adtech-london |
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For Mobile Centric BusinessesMOBILE FIRST TO USER FIRST
M&C SAATCHI MOBILE OVERVIEW
A MOBILE FIRST DIGITAL AGENCYWHO WE ARE
WHAT WE BELIEVEA 360 APPROACH TO DATA
OUR FOCUS ON PERFORMNCEWHAT WE DO
DATA & TECHNOLO
GY
MEDIA PLANNING& BUYING
INTEGRATEDSTRATEGY
USER JOURNEY
PLANNING
DATA DRIVEN CREATIVE
ALL OUR CLIENTS ARE INHERENTLY MOBILE
A MOBILE-FIRST DIGITAL APPROACH
"Mobile to overtake fixed Internet access by 2014” MARY MEEKER
AS USER BEHAVIOUR HAS CHANGED
SPECIALIST MOBILE AT SCALE WAS SILOED
ROLE
APPROACH
INTEGRATION
INNOVATION
ITS ROLE HAS EVOLVED WITH THE USER
ROLE
APPROACH
INTEGRATION
INNOVATION
SO A MOBILE-FIRST DIGITAL APPROACH
OFFLINE CHANNELS – PARTNER AGENCY PRIMARY DIGITAL CHANNELS – M&C SAATCHI MOBILE
DATA MODELING
SECONDARY DIGITAL CHANNELS – PARTNER AGENCY
AUDIENCE SIZING
CUSTOMER JOURNEY PLANNING
CHANNEL BUDGET ATTRIBUTION
CHANNEL PLANNING & BUYING CHANNEL PLANNING & BUYING CHANNEL PLANNING & BUYING
STRATEGIC PLATFORM
STRATEGIC(PRIMARY PRIORITY)
IMPLEMENTATIONAL(SECONDARY PRIORITY)
TV OOH SEARCH DISPLAY SOCIAL VIDEO CINEMA RADIO
CORE DIGITAL USER IS MOBILE
54% 50% 71% 63%CHANNEL % MOBILE*
*Source: emarketer; iAB; Google; Global Video Index
USER DATA AT THE HEART OF THE APPROACH
THROUGH THE FUNNEL COMMUNICATIONS
ENGAGED
ACTIVE
LAPSED
PROSPECT UNIVERSE
LOYAL
ACQUISITION
ACTIVATION
GROWTH
RETENTION
WIN-BACK
DATA MAPPING
USER
1st
Party
MMP
DSP
Biddable
3rd
Party
MediaPartner
Detailed Impressio
nLevel data
User Behaviou
r
Audience Targeting
Trans-actions
Publisher level
Metrics
Geo-Demo
graphic
THE PROCESS FROM START TO FINISH
LTVAnalysis
Determine what constitutes user value – may be monetary or behavioural
User Modelling&
Segmentation
Predict user behaviour and assign them to appropriate segments for delivering relevant comms.
Data Hygiene &
Visualisation
Sourcing, collecting and preparing data to convert useful insights into business performance
Journey Planning &
Implementation
Plot user journeys through the funnel and allocate comms. to drive segment movement
FunnelDefinition
Every business has their own funnel – we need to ensure that it is clearly mapped out
USER FIRST CLIENT EXAMPLES
USER DATA DRIVING THE SOLUTIONCLIENTS THAT USED ALL CORE SERVICES
DATA & TECHNOLO
GY
MEDIA PLANNING& BUYING
INTEGRATEDSTRATEGY
USER JOURNEY
PLANNING
DATA DRIVEN CREATIVE
CROSS CHANNEL BRANDING
AMAZON KINDLE – CROSS CHANNEL BRANDINGTHE CHALLENGE:•Low awareness of the cross-functionality between the Kindle Device, Kindle App and Kindle Unlimited service
•Inherently mobile product but cross platform understanding is critical to growth
•Global campaign across 4 regions and 10 individual markets
THE IDEA:•Incentivised but authentic review of Kindle by key influencers – Gabriella Lindley and Candice O’Reilly
•Talent acquisition based on brand alignment and with reach against target audience
•Cross channel platform used to amplify content.
AMAZON KINDLE – CROSS CHANNEL BRANDING
THE RESULTS:•Engagements (views, likes etc.), positive sentiment – over 16 times more effective than Kindle organic posts
•Significant global uplift in Kindle Unlimited subscriptions
AMAZON KINDLE – CROSS CHANNEL BRANDING
RETENTION & USER ACUISITION
SKYPE – RETENTION & USER ACQUISITION
THE CHALLENGE:•Skype faced rapidly declining daily active usage rates around the world in early 2014.
•In a market moving towards mobile, Skype were slow to convert their user base to the mobile platform with heavy competition in the OTT messaging space (e.g. Viber, WhatsApp)
THE IDEA:•Strategic consultation to identify markets for retention and user acquisition through opportunity sizing.
•Stop user churn and acquire new users by challenging ‘infrequent’ (e.g. long distance calling) brand perceptions to make Skype more ‘everyday’ (e.g. messaging)
•Mobile first planning lead across all agencies to compliment ATL activity
SKYPE – RETENTION & USER ACQUISITION
THE RESULTS:•Within 1st Quarter of the campaign, drove over 550,000 new users and increased retention rates significantly
•DR efforts uncovered that mobile video was the most effective channel for both brand and DR – incorporated cross channel with all agency partners
•Targeting high end devices led to a more engaged user due to a superior UX
SKYPE – RETENTION & USER ACQUISITION
RETAIL ACTIVATION(WITH INFOGRAPHIC)
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28
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IN SUMMARY, TRANSITIONING TO USER FIRST, REMEMBER….
USER DATA AND TECH HAS TO BE AT THE HEART OF EVERYTHING
Alex HewsonHead of Media EMEA@alexhewson
THANK YOU
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