1.
Powered by
What’s Next:
Marketing
Maturity

2.
Welcome
Dayoán Daumont
Consulting Partner, Customer Experience
& Digital Transformation,
Ogilvy Consulting
Rune Sølvsteen
Senior Partner Commerce
Ogilvy

3.
Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

4.
Do you
want this
deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5.
December 3, 2018
Quick Scan
Marketing Maturity

6.
Data drives
insights
Marketing
is changing
Digital powers
communication
6December 3, 2018

7.
Morning Midday Afternoon
getting ready
circuit
commute
circuit
Evening
work
circuit
gym
circuit
social
circuit
chill
circuit
news
briefing
catch up
on celeb
gossip
ready the
kids
day
plan
time to
catch up
on drama
focus
time
music
check
nanny
cam
lunch with
team
Private
break online
browsing
make
social
plans in the gym
me time
motivating
music
online
shopping
browse
Social
instagram
engagement
netflix
movie
family
circuit
phone to
kids!
discuss
travel
energised
Brands that Recognise
moments that matter
and in which circuit…
…can remain relevant
wake
up
Sophisticated Angela
Do it all millennial mum

8.
Tickets for Faye Wong
Explanatory
Content
Sign up
Dinner
Ideas?
Temporary Membership Card
It feels cheap to ask
Flight Redemption
Articles
(e.g. moneyhero)
ASK at Dry
Cleaner
Frequent Flyer
Miles Expiry /
Accumulation
Forgot Credentials
Don’t Carry Card
Don’t Have App
Understanding customer
personas and moments
that matter are at the
heart of delivering great
experiences
Discovery Educate Convert and Commerce
Financial
Structural
Social
Emotional
Financial
Structural
Social
Emotional
Financial
Structural
Social
Emotional
R
D
E

9.
Consumers expect
brands to understand
their preferences, engage
on their terms and
respect their privacy.
9December 3, 2018 9

10.
10December 3, 2018
Brands that service
their customers along
the entire customer
journey and across all
touch points in a
personalized manner…
…are said to
have reached
Marketing Maturity

11.
EMERGING
• Multi-channel commerce
• Behavioral based
targeting
• Some integration of
marketing tools
NASCENT
• E-commerce launched
• Basic segmentation, but
some ability to target
• Multi-channel marketing
technology
RFM
analysis
First party
data
Basic
customer
knowledge
Mass
email
based
comms
Transaction
relationship
Social
Care
Brand
eCommerce
LAGGARD
• No e-commerce
• Batch & blast e-mails
• Unconnected marketing
operations tools
Marketing Maturity can best be illustrated in
five steps of various readiness stages.
We determine clear, growth focused actions
according to maturity level.
MARKETING MATURITY
CONNECTED
• Omni-channel
commerce
• Granular segment
targeting
• Integrated marketing
technology tools
Predictive
analytics
Customer
lifetime
value
Lifestyle
based offers
Fully
personalized
engagement
Recognition
in all
channels
Social
CRM
Time
Weather
Bots
Geo
location
MULTI MOMENT
• Continuous commerce
• 1 : 1 targeting -
Personalization at scale
• Integrated marketing
platform tools
CUSTOMERVALUE
+ + + +
Social
targeting
3rd party
eCommerce
Multi-
channel
comms
Insight
driven
offers
Trans-
action based
targeting
Second
party data
Reach via
digital
media
Realtime
trigger based
comms
Third
party data
Personalized
offers
Recognize
and reward
Reach via
preferred
channels
Loyalty
programs
POS
Event
Social
commerce
Generic
offers
No brand
relationship
Brand site
Mass
marketing
Couponing

12.
12December 3, 2018
Digital Mature Brands are able to
engage their customers with
Relevant & Personalized
content created instantly
using Real Time data
and delivered across
any Platform.

13.
13December 3, 2018
There are
Six marketing & data
disciplines that brands
need to master to reach
Marketing Maturity.
Offers &
Targeting
Data &
Analytics
Channels
Engage-
ment
Techno-
logy
Customer
Experience
Marketing
Maturity

14.
When a brand
master the six
marketing & data
disciplines they
achieve a
20% increase
in revenues,
while decreasing
cost 30%.
Illustrative
1
2
3
4
Effectiveness
NASCENT
EMERGING
CONNECTED
MULTIMOMENT
Efficiency
Up to
+20%
revenue
Up to
-30%
costs
Exhibit 2 | Companies Can Realize Cost and Revenue Benefits
Throughout the Journey to Maturity
Sources: Data-driven marketing survey, 2017; BCG analysis.
Note: The curves represented in this exhibit are for illustrative purposes and do not reflect specific
data-based trajectories.

15.
Brands that invest in maturing all six disciplines outperform their peers.
*Graphical representation of observed stock market data
Source: Yahoo Finance
Yum! Brands
McDonald’s
Domino’s
167.47%
60.40%
150%
100%
50%
0%
Mar Jun2017 2018 Mar AugSep Jun
42.02%
QSR
Yum! China
Yum!
87.94%
38.44%
50%
25%
0%
-25%
75%
Apr JunOct Oct 2018Aug2017
QSR
193.33%
88.59%
200%
100%
0%
-100%
Mar Jun2017 2018 Mar AugSep Jun
Luxury Brands
17.42%
LVMH
Prada
Kering
208.69%
-44.40%
200%
100%
0%
-100%
2017 JunOct 2018 Mar AugSep JunMar
-56.32%
Sport Brands Under Armour
Asics
Adidas

16.
16December 3, 2018
1. What does Digital Maturity look like?
2. Where is my organization & team today?
3. How do I get my organization & team to the next level?
4. What value will each investment bring?
CMO’S understand the value of Marketing Maturity
but ask themselves four questions

17.
Ogilvy has
developed a
proprietary tool
that scores a
brand’s
Marketing
Maturity
capabilities based
on 30 questions
across 6
Marketing, Data
& Technology
disciplines.
1. While all capabilities are critical, and scored individually, each capability relies on the others, therefore the assessment
is designed to be looked at as a system
Key Dimensions Addressed in the
Marketing Maturity Assessment 1
Data & Analytics
From siloed sources &
basic metrics to revenue
predictability.
Engagement
From generic content
push to right time
messaging
Customer Experience
From no structure to
fully integrated,
managed & optimized
across all channels
Offers & Targeting
From manual batch/
blast to One-to-one
personalized based on
stage in customer
journey.
Technology
From disparate systems
to integrated omni-
channel platforms
Channel
From single outbound
push to omni-channel
integrated.

18.
18December 3, 2018
The Marketing Maturity Quick Scan is designed to help
Brands, CMO’s, CIO’s & CEO’s achieve three things
1
Understand how
mature the
company is on each
of the six marketing
& data disciplines
2
Establish concrete
actionable insights
on each pillar and
for each level of
maturity
3
Uncover clear next
steps prioritized
according to value
impact

19.
Our approach to assess your Marketing Maturity is built on proven
methodology leading to real executable winning recommendations.
19
December 3, 2018
What are our current
capabilities compared to
what is available in the
marketplace
Vision: What are we trying
to achieve in terms of our
business and customer
objectives?
Our
Plan
Your
Modern
Marketing
capabilities
Objectives:
Where do
we want
to be
Market
Capabilities
Benchmark
Your
Plan
Execute
How does your
capabilities benchmark to
the market

20.
Our approach to assess your Marketing Maturity is built on proven
methodology leading to real executable winning recommendations.
20
December 3, 2018
Your Plan: Recommendation to
build up our capabilities to achieve
our most critical business
opportunities and objectives
Test, learn, and grow
based on a detailed
learning plan
Our
Plan
Your
Modern
Marketing
capabilities
Objectives:
Where do
we want
to be
Market
Capabilities
Benchmark
Your
Plan
Execute

21.
Companies may have done a Deep Dive or the Quick Scan- the light version of the Deep Dive or both.
Our Marketing Maturity
process has proven its
value for many global
brands already
The Marketing Maturity
Assessment has been used
across 50+ B2B and B2C
brands, enabling each to
understand their current
marketing maturity, as a means
of better defining their future
goals.

22.
After the Quick Scan

23.
After the Quick Scan
we identify Actions &
Execute on opportunities
to rapidly move to the
Next Level of Maturity.

24.
Digital Marketing Transformation is a journey.
Taking a simple iterative processes of Think, Create & Realize
to improve each of the six marketing disciplines yields results faster.

25.
FIX THE
BASICS
QUICK WINS – POC
MODELS
FOUNDATIONAL
ADDITIONS & CHANGES
TRANSFORMATIONS
CHANGES IN PHASES
NEW REALITY
EVER EVOLVING
Illustrative
1
2
3
4
Effectiveness
NASCENT
EMERGING
CONNECTED
MULTIMOMENT
Efficiency
Up to
+20%
revenue
Up to
-30%
costs
As we progress, we will start realizing revenue growth while
seeing increased efficiencies saving cost.

26.
The Quick Scan details

27.
The quick scan is a proprietary Ogilvy methodology & toolset.
The questionnaire is hosted online, while interviews are conducted in person
for maximum insight and results.

28.
Maturity score across 6 marketing dimensions
The Quick Scan deliverable gives you a clear view on where you are on the
Marketing Maturity scale and clear recommendations for next steps that will
have immediate positive impact on your business.
Benchmark & Maturity overview
Assessment summary & RecommendationDetailed recommendation across 6 marketing dimensions
Offers & Targeting Channels Engagement Data & Analytics Technology Customer Experience
Readiness
Score 3 4 5 3 3 4
Current
State
Targeting based on
transaction history
Real-time and trigger
based communication
via digital channels
Right Time, Audience,
offer & Messaging
based on buying signals
Segment, campaign
and media analysis
Integrated marketing
platforms
Formalised Customer
Experience program
covering all segments
and channels
Potential
State/
Action
Personalised offers and
or offers based on data
models
Online-offline
integrated
communications and
offers
Get insights on how to
maintain highest level
maturity at level 5
Attribution analysis
(channel, content,
offer)
Integrated marketing
and distribution
platforms
Optimized Customer
Experience across all
channels using insights,
predictive models
delivering 1:1
personalised
experience

29.
Level Offers & Targeting Channels Engagement Data & Analytics Technology Customer Experience
5
(Mature)
Personalised offers based on
stage in customer journey
Online-offline integrated
communications and offers
Right Time, Audience, offer &
Messaging based on buying
signals
Customer Lifetime Value
Management
Integrated omni-channel
marketing and distribution
platforms
Optimised CX across all
channels using insights,
predictive models delivering
1 :1 personalised experience
4
Personalised offers and or
offers based on data models
Real-time and trigger based
communication via digital
channels
Continuous conversation,
based on stage in customer
journey
Attribution analysis (channel,
content, offer)
Integrated marketing and
distribution platforms
Formalised Customer
Experience program covering
all segments and channels
3
Targeting based on transaction
history
Communications through
preferred channels
Customer engagement via
dynamic personalised content
Segment, campaign and media
analysis
Integrated marketing
platforms
Basic Customer Experience
program for one or two
channels implemented
2
Targeting based on persona or
profile
Uncoordinated
communications and offers
through multiple channels
Engagement of specific
segments via high-value
content
Segment based campaign
performance analysis
Partial, disparate automation
platforms
Issues and challenges with
Customer Experience
identified
1 Untargeted / Random offers
Push communications through
a single non-measurable
channel
Generic content push to
database or mass advertising
No customer database and
minimal campaign metrics
No marketing technology for
engagement & analytics
No or little awareness about
Customer Experience / No
structured program to address
Customer Experience
Detailed output help organizations diagnose and improve performance to reach highest
level of Marketing Maturity across all six marketing dimensions.
100% Readiness 50%+ Readiness 25~50% Readiness 25%~ Readiness

30.
How to Use It:
• Understand current & planned
capabilities versus best
practice.
• Identify gaps and prioritise next
action to serve customer on
customer journey.
• Plan investments for maximum
effectiveness & efficiency in
relation to cost & revenues.
What it Tells Us
Identify current gaps in capabilities internally
and against competitors
Gap Analysis
Ideas and insights from competitors and non-
competitive brands. (Quick Scan Industry only)
Competitor
Insights
Prioritized future planning against
cost/benefit analysis.
Prioritized
Planning
What it Doesn’t Tell Us
What is the marketing strategy to maximize
current capability or drive future capability
(Strategic vision setting, personas, journeys,
Business
Strategy
What business potential would be unlocked by
increasing capabilities. (ROI Modeling and
Scenario Planning)
Business
Opportunity

31.
Relating Marketing
Maturity to eCommerce

32.
A New Generation
of Consumers
2020 2025 2030 2035
$25tn
0
Global millennial spending power is set to
overtake Gen X by 2020 and will continue to rise
The way they behave and engage transforms
marketing and business models.
Forecast annual aggregate income, by generation (US$tn)
20
15
10
5
Gen Z
Gen X
Millennials
Baby Boomers

33.
The new consumer shop on Aggregators & Marketplaces

34.
Gartner Magic Quadrant for Digital Commerce June 5th
2018: By 2020, more than 50% of online sellers will either list their
products on marketplaces or sell third-party products on their core commerce sites.
by 2020
will sell on marketplaces
50%
This trend is self-reinforcing with
more and more brands going on marketplaces
of online sellers

35.
Consumers today buy the brand
the Marketplace algorithm tells them.
They soon don’t know
your brand at all.

36.
by 2020,
30% of web browsing
sessions will be done
without a screen
83% of consumers
believe using voice
technology makes it
easier to find products
Google research
Gartner Top Strategic Predictions for 2017 and Beyond:
Surviving the Storm Winds of Digital Disruption, Oct. 2016
With Voice the disruption to brands accelerates.
Voice makes it easier for consumers to find products.
…but harder for Brands to be found.

37.
To stay relevant.
Engage your consumer
To engage your consumer
first develop your
Marketing Maturity.

38.
December 3, 2018
Ready to Scan?

39.
Questions?
Dayoán Daumont
Consulting Partner, Customer Experience
& Digital Transformation,
Ogilvy Consulting
Rune Sølvsteen
Senior Partner Commerce
Ogilvy

40.
Thank you.