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

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