engine for your business programmatic as a growth · all price points all markets all media...
TRANSCRIPT
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Programmatic as a growth engine for your business
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Questions
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Do you have time set aside in your calendar
to test new things?
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Do you know what you will learn next week?
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Do you work too little?
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Do you agree that things change?
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Confidential & Proprietary
In a rapidly changing world, the only long-term sustainable strategy and
competitive advantage is to learn things faster than the world changes around you
and translate that learning into relevant innovation...
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88%by 2025
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Machine Learning
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100,000
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28 0
...after 4 hours training
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Who is, and will be, best placed to place an ad?
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The Business Growth Engine
01
04
03
02Define objectivesThe further down the P&L the
better
Steer based on dashboard
Dashboard available to all employees
Consolidate dataAll data sources (ERP, CRM, Analytics, Ads etc) into BigQuery-like environment
Automate allocationAll productsAll price pointsAll marketsAll media channels
Learn & innovateBuild & optimize amazing customer experiences
Craft & optimize magic creatives
Customer
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The Business Growth Engine
01
Define objectivesThe further down the P&L the
better
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Optimize the right metric
Budget Cost per % Sales % Profit LTV Profits
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Segment Expected Profit Total Customer Profit Percent of Total
1 $140 $66,034,300 81%
2 $18 $8,602,200 11%
3 $7 $323,150 4%
4 $4 $189,120 2%
5 $3 $128,430 2%
Total $34 $81,063,400 100%
The top 20% of your customers will drive ~80% of profit
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The Business Growth Engine
02 Consolidate dataAll data sources (ERP, CRM, Analytics, Ads etc) into BigQuery-like environment
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The Business Growth Engine
03Automate allocationAll productsAll price pointsAll marketsAll media channels
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46%
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The Business Growth Engine
04
Steer based on dashboard
Dashboard available to all employees
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The Business Growth Engine
Craft & optimize magic creatives
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The Business Growth Engine
Build & optimize amazing customer experiences
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Checklist to Win With Mobile
✔ C-level engagement(CEO, CFO, CTO/CIO, CMO)
✔ Clear ownership(speed, conversion rate optimization, UX, mobile tech)
✔ KPIs(mobile conversion rate)
✔ Capability(mobile-first)
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The Business Growth Engine
Learn & innovate
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Learn & innovate
Scout
Pilot
Scale
Lifelong learning plan
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Data capture and Visualization
Audience strategy
A/B testing
Search and Display Automation
Dynamic Creative
Content Personalization
Data Driven Attribution
CRM Integration
Inhouse & partners
LTV ModellingEff
ectiv
enes
s
Efficiency
1
2
3
Nascent
Emerging
Connected
Multi-MomentProfit growth
Cost savings
Achieving digital marketing maturity
4
A/B testing as a culture
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160% more brand searches per
dollar
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The Business Growth Engine
01
04
03
02Define objectivesThe further down the P&L the
better
Steer based on dashboard
Dashboard available to all employees
Consolidate dataAll data sources (ERP, CRM, Analytics, Ads etc) into BigQuery-like environment
Automate allocationAll productsAll price pointsAll marketsAll media channels
Learn & innovateBuild & optimize amazing customer experiences
Craft & optimize magic creatives
Customer
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You will never be exactly correct, would you rather be a bit wrong towards the future or the past?
Past Truth Future
Time
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There are soon no local markets anymore
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Culture eats strategy for breakfast
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Action eats everything for breakfast