3. Connected marketing is an evolution
Connected
Coordinated
eBusiness Marketing
Marketing
3.0
Value to the Business
Channel
Transactional Integrated
Optimizers
Marketing Marketing
2.0
Brochureware Consistency Digital
1.0 Marketing “Experiences”
Value to the Audience
10. Which moments are worth owning?
Exploring Point of Sale Use of Product Advocacy/WOM
First Second Third
Advertisin Moment Moment
Moment
g
of Truth of Truth of Truth
The online The 3-7 seconds When you What you say to
decision-making when you are experience others about the
moment(s) staring at the the product product
products on the
shelf
Jim Lecinski,, A.G. Lafley, A.G. Lafley, Pete Blackshaw,
Google P&G P&G Nestle
15. Looking ‘inside’ a moment
Where is the moment being
experienced?
Who is experiencing the moment
and who is providing it?
What is the ‘stuff’ being offered up?
What intelligence is used to tailor the
moment, and what data is gathered?
How is this connected to other
moments in the audience’s experience?
17. Buying attention alone is not sustainable
When bought media ‘goes dark’ there is no
conversation between the brand and the audience
Attention
Launch End
Launch End
Time
18. Bought, earned, owned build value
* To succeed, earned and owned have to be always-on
Bought
Attention
End
Bought Launch
End
Bought
End
Launch
Earned &
Owned
*
Launc
h
Time
32. Audience profiling in real time
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing
News & Media -> Fashion Magazines
Style & Fashion -> Fashion -> Fashion News
Style & Fashion -> Clothing & Accessories -> Accessories -> Jewelry (I.S.=3.75)
Style & Fashion -> Clothing & Accessories -> Clothing -> Vintage Clothing (I.S.=2.83)
Arts & Entertainment -> Recreation -> City Guides -> Los Angeles (I.S.=5.4)
TargusInfo: Female; Exelate: Age 30-35, Travel Enthusiast;
Bizo: Senior Executive, Business Traveler
High Net Worth
Elle Subscriber – expires 2012/3/31
Fashion Addict
Renewal Ready
33. Audience data provides benefits to the marketer
Audience Reach Audience Analytics
(Brand Focus) (Attribution)
Anne
Status: ? Status: Frequent Visitor
Performance Data Alliances
Age: ? Age: 21-38, HHI: $100K+ (Direct Response) (Cooperative)
Lifestyle: ? Lifestyle: Mover & Shaker
Life Stage: ? Life Stage: Expected Mom
DMA: ? DMA: New York
Intent:? Intent: Auto, Luxury Travel
• Securely collects, integrates, and analyzes the entire
data portfolio
• Models data into custom audience segments
• Segments that are actionable in real time
34. We provide an extremely flexible platform
Integrated Data Portfolio
Marketing Platforms
Website Data • Ad Servers
• Inventory/Yield Optimizers
• Content Management
Mobile Data • Site Personalization
• Creative Optimization
Digital Data • Ad Networks/DSPs
e.g. Email, Search • Mobile Networks
• Ad Exchanges/SSPs
• Data warehouses
Offline Data
e.g. CRM, POS Analytic & Insight
Data Monetization
Social & Life Data • Data Exchange
e.g. Registration, etc. • Private Exchanges
3rd Party Data
Sales Marketing
Ops