Milk-Bone ECRM Strategy: integrated Plan for Milk-Bone, SPA and noseprints

Building player relationships at scale

TECHNOLOGY HAS CHANGED EVERYTHING

The gaming industry is at the forefront of technological innocation

Channels have converged and digital seamlessly merge with the physical

Building meaningful player relationships requires a dynamic system that predicts and proactively addresses player friction points

Electronic Arts marketing is undergoing a huge transformation, from on-off campaigns to highly personalized, always-on multi-channel journeys.

INSPIRE THE WORLD TO PLAY Everything starts with our purpose

This is important foundational- what we're a bout to embark on is complex, sophisticated and hopefully world-class. Sometimes we need to stop and remind ourselves of our purpose.

OWNing THE PLAYER EXPERIENCE

HOW DO WE CREATE ONE PLAYER EXPERIENCE ACROSS A THOUSAND GAMES?

Today, we create desperate campaigns with varying success metrics. HOW DO WE MAKE IT WORK HARDER?

CAMPAIGNS PROGRAMREQUIRES A DIFFERENT MODEL

Franchise-Driven CampaignsChannel Marketing Push Communications Limited Player Data UseHistorical

Unified EA StrategyOne Connected Experience Automated Engine ContextualPredictive FROMTO

ONE CONNECTED LIFECYCLE PROGRAM TRIGGEREDSCHEDULED

ENGAGE

NOTIFICATION

PAID MEDIA

TF2

PAID MEDIANOTIFICATIONS

PAID MEDIA(RETARGETED BANNER)PAID MEDIA

BF1Entitlement

OPT-IN WELCOME

INSIDER NEWSLETTER PREFERENCE UPDATE ONBOARDING INSIDERNEWSLETTER ONBOARDING

Battlefield 1 Opt-InLAUNCH

CHURN MANAGEMENT

INSIDERNEWSLETTER

BF1BF1

IN-GAME OFFER

Illustrative Only

Driven By Player Preference and Behavior

Our players arent linear so our program cant be either

REVISED STRATEGY FRAMEWORK

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Rooted In Our Purpose and Always Player-First

Our players arent linear so our program cant be either

FOUNDATIONAL PILLARS TO POWER CHANNEL INTEGRATION

$

CONTENTDYNAMIC CREATIVEPLAYERDATA

Data unlocks a high fidelity view of player friction points

PLAYER DATA

ENTERPRISE SEGMENTATION

GROWTH

PRECISION

AFFINITY

AFFINITY

BROWSERSACTIVE

TENURED

$$LOYALISTS

$$$$Drive Upward Tier Migration

DATA-DRIVEN PERSONALIZATIONOPPORTUNITIES

(0pens, clicks, web visits, mobile, social)Individual(gamer tag, zip code, age, language) Events(entitlements, game play, predictive models) Engagement (preference, format, product, placement) Channel Behaviors PLAYER ATTRIBUTESLIFECYCLE

CONTENT MIXCHANNEL MIXPERSONALIZATION

Informs Individual Player Journeys

CONTENT AT OUR CORE

SHIFT FROM CAMPAIGN TO CONTENT

Content Sits at the Core of Our Program

INCREASED VALUE THROUGH EXPERIENCE CONTENT CATEGORIES

COMMUNITY

INFORMATION

ENTERTAINMENT

UTILITY

INCENTIVE

TODAYNEWConnecting With Players on an Emotional Level

BUILD A RICH CONTENT STRATEGY CONTENT INTELLIGENCEWHATS TRENDINGfront endCONTENT ANALYTICSWHATS PERFORMINGback endMETA STRATEGYWHAT IS BEING TRACKEDdata

DYNAMIC CREATIVE: 1:1 conversations at scale

DYNAMIC TEMPLATES

CONTENT

MODULE (3X)

EA PLAY HeroMODULE (3X) DYNAMIC TEMPLATE(S)

PLAYER DATA

SCALE: Millions of VersionsTechnology Enables Scale, Data Powers Intelligence

automating the laborious tasks of iterating and localizing paid media assets. 1:1 conversations at scale for paid media.

Architecting the supporting human stack

Creating successful experiences requires marketers to become technologists

data, predictive modeling, programmatic technologies, and cross-channel media to achieve an always on, responsive dialogue that is gamer-centric, movingplayersacross game franchises and brands.

TECHNOLOGY STACKDATA AND ANALYTICSSTRATEGY AND CONTENT

Global Lifecycle Marketing Strategy

Content Strategy

Cross-Channel Integration

Full Scale Behavioral Marketing

Centralized Player Data

Centralize Intelligence

Multi-Channel Attribution

Analytics and Decisioning Engine

Content Optimization

Integrated Tech Stack Build

Scale Automation (Business Rules)

Digital Asset & Content Management

Channel Integration Engine

Real Time Unifying Platform

Building the human stackConnected Platform

Dynamic Templates

Process and Campaign Management EXPANDING THE MARKETING ROLE

transform both the marketing stack and human stack

LEAD WITH DATACREATE MARKETING TECHNOLOGIEST OWN THE PLAYER EXPERIENCE ACHIEVE CREATIVE ELASTICITY AT SCALE TARGETING CAREFULLY, AND WITH PURPOSE MASTERING THE METRICS THAT MATTER IDENTIFY BIG BETS IN SUMMARY