MMA Leadership Forum Brasil 2017

1. MMA é a Modern Marketing Association. Conheça o mais sobre o MATT e como a MMA pretende remodelar o futuro do marketing Greg Stuart Global CEO April 2017 greg@mmaglobal.com Mobile Marketing Association

2. 2 Our World has Changed

3. Today’s Focus 3 1. Who is the MMA (and why it matters)? 2. What does it Take to Build a new Marketing Channel? 3. How do you Extract Value from it

4. MMA is 800+ Members Representing the Mobile/Marketing Ecosystem in 2+ dozen Countries 4 AgenciesMarketers Media Sellers Tech Enablers

5. MMA Purpose: To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. 5

6. Who’s ‘behind’ the MMA 6 CMO of GM CMO of T-Mobile CMO Allstate CMO of Chobani CMO of Samsung CMO of Dunkin Brands CBO of JP Morgan Global Media Unilever Global Marketing Officer Marriott Others… $17 billion in Marketing Spend Global CRO - Facebook Global CRO - Snapchat President, Google N. Amer. 9 other company CEO’s $125B+ in Marketing Revenue

7. MMA Global Board of Directors John Costello Chair Former Pres., Global Mktg & Innovation Jack Philbin Global Vice Chair Co-Founder & CEO Carolyn Everson Global Secretary VP, Global Mktg Solutions Stephen McCarthy Global Treasurer CFO Cameron Clayton Global Chair Emeritus CEO & General Manager Greg Stuart MMA President CEO Luis Di Como Exec Comm at Large SVP, Global Media Sanjay Gupta Exec Comm at Large CMO Pete Blackshaw Global Head, Digital Mktg & Social Media Susan Canavari Chief Brand Officer Tom Chavez CEO & Co-Founder Marc Mathieu CMO Peter Hamilton CEO Kellyn Kenny VP, Marketing Jeff Lucas CRO Peter McGuinness Chief Mktg & Brand Officer John Kosner EVP & GM, Digital & Print Media Ilonka Laviz Global Digital Mktg Dir., Global eBusiness Bill Lonergan CEO Dave Morgan CEO Will Kassoy CEO Ivan Pollard SVP, Strategic Marketing Tim Mahoney CMO Dipanshu Sharma Founder & CEO Andrew Sherrard CMO Tom Kenney CEO Karin Timpone Global Mktg Officer Alberto Banano – Pardo LATAM Regional Rep Founder & CEO Ernesto Echeverri LATAM Regional Rep: Dir. Mktg USA, Canada & Caribbean John Trimble CRO Michael Donnelly NA Regional Rep SVP, Global Digital Marketing

8. 8 They are with us… Mobile is potentially the greatest transformation in consumer behavior that we’ll see in our lifetime Mobile is not a fad, or incremental improvement; it is a fundamental change in the infrastructure of how companies connect to consumers

9. Today’s Focus 9 1. Who is the MMA (and why it matters)? 2. What does it Take to Build a new Marketing Channel? 3. How do you Extract Value from it

10. Elements to Building a New Marketing Channel What is the MMA Focused do to Support you? 10 USP & Position- ing Economic Value & ROI Getting it Right/Best Creative Exploratory & Effectiveness Building Measurement Tools Organiza- tion Design

11. Mobile’s Positioning is Powerfully Unique: 11 Mobile is the Closest You Can Get to Your Consumer

12. Yes, Mobile is unique 12

13. Elements to Building a New Marketing Channel 13 USP & Position- ing Economic Value & ROI Getting it Right/Best Creative Exploratory & Effectiveness Building Measurement Tools Organiza- tion Design I

14. What is the real value of being closer? MMA looked at that ? with a $3M research program 14 SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies

15. SMoX has analyzed 10 in-Market Campaigns 15 Association of National Advertisers American Association of Advertising Agencies Partners 2

16. TV Print Internet FSI Cinema Social OOH Mobile Display Display, video, social Display, video, native, location Display, audio, video social Display, video, social Display, video, social Display, video, social Display, RM, Weather targeting, social, video Display, Video, behavioral, retargeting , location, contextual SMoX is Full-on, All Media, Sub-Channel Attribution 16

17. How many people can you convert with mobile? 1717 ? Campaign Average Mobile

18. How many people can you convert with mobile? 1818 2X Campaign Average Mobile

19. And When A Brand Does Spend at Optimal, We see an Increase in Sales & Profit 19 Sales +4% to Sales +15% Mobile 10-15% Other Media 85 - 90% Optimized Media Mix  Increases Sales

20. Elements to Building a New Marketing Channel 20 USP & Position- ing Economic Value & ROI Getting it Right/Best Creative Exploratory & Effectiveness Building Measurement Tools Organiza- tion Design I II

21. But Mobile Has a lot of Choices 21 Display Social Audio Native Video

22. Mobile KICKS ASS on TV - PERIOD!!! 22 Price Effectiveness at low frequency Mobile Video 40 TV 100 100 450Better ROI!

23. 0% 2% 4% 6% 8% 10% 12% PointIncreaseinPricePerception Frequency Frequency to Lift Response Mobile Video vs. TV* The Truth is, Mobile will Change the Way we Look at All Media Strategy – Fewer Ads Does the Job 23 CABLE TV MOBILE VIDEO 2-3 Ads are Enough in Mobile

24. But What Really Matters is Data: Zero to Hero! 24 Branding: Aided Awareness/ $ spent* Sales: ROI Mobile Display with weather targeting Mobile Display 175 0 Campaign Average (across all media) 100 100 *Index is based on Number of people who became aware of Magnum per $ spent. 200 147

25. Data Matters More: Context and especially Behavioral targeting REALLY Boosts Performance 25 Consideration / $ Spent + Behavioral targeting 320 + Contextual targeting 191 No targeting video 100 *Index is based on Number of people who became more likely to consider Allstate / $ spent

26. Getting MIX in Mobile right (follow best practices) has been proven to DOUBLE sales Improvements within mobile will justify a higher mobile allocation overall OPTIMAL ALLOCATION OF MOBILE 13% W/O Best practices 17% With “Best practices” INCREMENTAL SALES Improvements in mobile allocation will further boost performance 4% W/O Best practices 7% With “Best practices” Incremental performance is calculated vs scenario of no mobile in the mix 14 Best practices refer to optimizations within mobile Small Change Big Impact

27. In Summary – SMoX Consistently Demonstrates Allocation to Mobile in the Mix (when mobile is done right) Produces an Increase in Brand Metrics Produces an Increase in Sales or Profit of: All Studies to Date 12% to 20% ~17% 7% to 25% to 60% 27 Sales +7% to Sales +60% to Sales +25% Mobile 12-20% Other Media 80%

28. Thanks to Wave 2 SMoX Partners 28 Location Segment Leader Video Segment Leader Cross Screen Leader Data Segment Leader

30. Identifying Great Work 30 MMA Smarties Award Programs • Global • NA, APAC, EMEA, LATAM • 7 Countries • Call for entries now open for Global and North America • Over 2,000 entries worldwide MMA Case Study Hub • 1,000 Mobile Marketing Case Studies from Smarties and Cannes Lions winners • Searchable by brand, marketing objective and region

31. Our asking marketers to do mobile marketing is like kids asking for a cell phone

33. Say Hello to... 33 MATT is a community of industry experts committed to rethinking the world of marketing measurement and attribution; seeking to give marketers better measurements, tools and confidence in connecting marketing to business outcomes. All MMA members are invited to participate in MATT

34. Our First Initiative is Multi-Touch Attribution Confidential: Cannot be shared without permission from the Mobile Marketing Association Multi-Touch Attribution: The science of using advanced analytics on user level data to allocate proportional credit across a granular list of marketing touchpoints across many, and hopefully all, online and offline channels, leading to a desired customer outcome. Excluded: Traditional MMM, brand tracking and last-touch attribution methods 34

35. 35 GlobalBoardKicksOffProject How did we Get Here: Phase I Approach to Developing In-Depth Understanding of MTA Approaches Obtain Provider Input Multi-Touch Attribution Landscape Frameworks & Tools RFI to Providers 500 pages of Responses from 19 Qualified providers 15 In-depth Discussions + Academics CMO Quantitative Survey of Marketers N = 190Input from Joint MTA Board Committees Guidance for Marketers on how to choose the right providers Understand Marketer Needs and Practices MTA Board Task Force feedback Wave 2 review of RFI submissions and 1:1 interviews We are her Phase I Phase II Quantitative Survey of Marketers II N = 400 Tech- nical Analy- tics 500 Pages Report RFI Scoring Tool Glossary 30 Hours Phone Review

36. Only one third of marketers currently use MTA. Three out of four will be using in 18 months. 36 34% 76% 15% 17% 10% 25% 0% 20% 40% 60% 80% 100% Yes we curently use MTA We will use in 6 months We will use in 12 months We will use in 18 months We dont plan to use in the near future 75% Does your company currently use a multi touch attribution (MTA) solution or do you plan to use one in the future? N=412, Total Sample

37. Why is this an such an opportunity: Of the 34% of marketers that have MTA, they use it selectively and many are unsure the benefits outweigh its cost. Confidential: Cannot be shared without permission from the Mobile Marketing Association 35% 18%16% 17% 15% Less than 10% 10% to 30% 30% to 50% 50% to 70% 70% to 100% What share of your total marketing budget (including advertising) do you assess roughly speaking, using a Multi-Touch Aattribution solution? (Please consider whether you use MTA for all or just some of your marketing activities and channels) Yet, the majority are not convinced the cost of MTA is worth the benefits 2% 10% 27% 43% 18% Definitely not Probably not Not sure Yes, probably Yes, definitely Does your current MTA solution pay off for its cost, in terms of driving incremental ROI and impact for your marketing spend to justify its cost? N=107, Six out of 10 marketers think their MTA solution, on average, drives some incremental results or ROI 5% 28% 22% 11% 2% 32% No increase Up to 10% on average Up to 10-20% on average Up to 20-40% on average 40% and above Not sure / Don’t Know Based on your experience, what do you think is the average impact/lift of using your MTA solution on the total ROI of your marketing activities? 37 69% use on less than 50% Majority of marketers use MTA selectively, not across all of their budget

38. Marketers pay/expect to pay up to $500K a year for MTA, but two thirds are not sure if MTA ”pays for itself” Confidential: Cannot be shared without permission from the Mobile Marketing Association38 13.60% 52.50% 8.50% 8.50% 3.40% 8.50% 5.10% <$100k 100k to 500k 500k to 1 million 1 to 2 million Over 2 million I prefer not to answer Don´t Know What do you estimate the out of pocket costs were for your organization’s MTA services in 2016? If you didn’t use MTA in 2016 but plan to use it in the future, what do you estimate the out of pocket costs for your organization’s MTA services will be for a full year? 25% 10% 32% 32% Fully pay(s) for itself and return(s) a profit from increased marketing… Fully pay(s) for itself and just break(s) even Partly pay(s) for itself Not sure Would you say the MTA solution you currently use, pays for itself? If you don’t currently use MTA, do you expect the MTA solution you will implement, will pay for itself by end of Year 1? 6 our of 10 marketers expect to pay up to $500K Two thirds of marketers are not sure if MTA pays for itself

39. MMA released MMA’s MTA Decision Guide’s three elements Confidential: Cannot be shared without permission from the Mobile Marketing Association39 *The Decision Guide is available for members only at http://www.mmaglobal.com/matt/education. The Report: A comprehensive guide to MTA MTA RFI Template Scoring Tool: To help with evaluation

40. Confidential: Cannot be shared without permission from the Mobile Marketing Association Budgeting and Planning Agile (optimization of) Marketing Activities Offline Business Online Business Online and Offline Business Offline Business Online Business Online and Offline Business 40 In the provider assessments, we have grouped vendor leaders by the following use cases: Ultimately, the RFI and Scoring Mobiles in the Scoring Tool will help pick a provider within the six main Use Cases for MTA

41. 41 Working Groups are organized on 12 Key Focus Areas of Good MTA MATT Phase III MATT Phase IV Elements of Attribution Solutions How to Support at Industry Level Education Definitions Needed Code of Conduct Best Practices Validation Research Standards Auditing Parameters 1. Transparency of approach Code of Conduct & independent reviews X X 2. Validation of results and outcomes Create methodologies for validation. Test & research programs to affirm + auditing approach. X X X 3. Unified IDs based on deterministic data assets Set standards for acceptable match rate, how to prove, how to audit X X X X X 4. Lift in campaign performance Establish definitions and educate market X X X 5. Specific approach for offline media Set standards for approved methods. Potential for auditing X X X X X 6. Agile Marketing Enabler Collect & document best practices & capabilities X X 7. Single source linkage to sales data Provide clarity on what constitutes acceptable coverage X X X X 8. Comprehensive answers for Planning and Budgeting Collect & document best practices & capabilities X X X 9. Highly Rated for Mobile Create a research lab to develop measurement for emerging touchpoints X X X X X X X 10. Can assess Brand vs. Performance goals Research to identify modeling approaches. Maybe benchmarking norms X X X 11. Quality of Data Inputs Set industry standards for data quality on specific media touchpoints. And auditing. X X X X X X

42. Sign Up For Two Working Groups 42 Confidential: Cannot be shared without permission from the Mobile Marketing Association http://www.mmaglobal.com/matt/working-groups

43. Elements to Building a New Marketing Channel 43 USP & Position- ing Economic Value & ROI Getting it Right/Best Creative Exploratory & Effectiveness Building Measurement Tools Organiza- tion Design Coming in 2017 I II

44. Kicking off now with key partners: How Do we Make Sure Organization Supports Adoption of the Future of Marketing 44

45. In the End, the Best Part is that we’ve started with an attention demanding channel - MOBILE Thank Your for Time & Support

46. 46 Mobile Marketing Association greg@mmaglobal.com +1 631 702 0682 Thank You! Seizing the Mobile Opportunity

47. 47

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