0
HOW MOBILE DATA
CREATE MEANINGFUL
CONNECTIONS
HUGUES REY
SAS – EUROPEAN TELCO SUMMIT
1ST APRIL 2014
5,500+ people
in over 100
markets
investing $16b
The image cannot be
displayed. Your
computer may not have
enough memory t...
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 d...
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...
Data Driven Communication
vs
Consumer Perception
FROM TO
Functional Meaningful
360° Paid Owned Earned (& Shared)
Integrate...
Adver&sing	
  in	
  media	
  (TV,	
  
Internet,	
  Radio,	
  outdoor,	
  print)	
  	
  
Brochures,	
  (e-­‐)mailings	
  
P...
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 BUY...
Programmatic marketing feeds storytelling
Auchan Case
Optimising TV show sponsorship with native advertising
•  Objective : Top Chef’ sponsorship optimisation durin...
Disconnection between people and brands
Today’s paradigm:
Most people would not care if
73%
of brands disappeared
Less tha...
Today’s consumer paradigm
Real human prosperity is continuing to fall
Changing social contracts,
• from: more, bigger, fas...
Pathway to growing brand value
Tomorro
w
Today
Make a differenceDifferentiationCost-advantage
Functional
Aspirational
Mean...
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 DAT...
Is it all about algorithm now?
CONTENT as a Consumer Engagement
catalyst
From Data to Insights
From Insights to
Programmat...
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...
(Marketing) Data Management Process
RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Construct a Data-Driven Decision Process
Behavior-based
Purchased-based
Con...
(sources may include: ecommerce, CRM /eCRM, brand web sites,
3rd party data, retailers loyalty programs / credit cards,
se...
RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Behavior-based
Purchased-based
Segments
Personalized
Individual-level, Scor...
Gain in granularity
Advanced segmentation
Look alike/Act alike, behavior-based
Individual scoring, evaluating
a priori a n...
RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Behavior-based
Purchased-based
Segments
Personalized
Individual-level, Scor...
Gain in integration
All relevant touchpoints
(from mass-media to CRM,
one-to-one marketing,
Bought Owned Earned channels)
...
RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Behavior-based
Purchased-based
Segments
Personalized
Individual-level, Scor...
Acceleration
Programmatic buying,
Real-Time Bidding
Marketing Agility
ability to adapt or refocus marketing
effort (on and...
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 meanin...
I SHARE
I LIKE
I KNOW
Unique ID
Forrest Gump Tom Hanks
Programmatic marketing
Social Graph
(500 millions edges)
Open Graph
(40 millions objects)...
External Data
Programmatic
marketing
Earned & Owned impact
Effective & efficient Paid
Conversions
+
+
+
++
+ +
Data
Manage...
Games of Thrones Newsletter
Owned media
Solution:
Retarget people
who played the
GoT My Warner
Challenge
Goal:
Sell (perso...
Games of Thrones
Paid media
Facebook Ads campaign
Without
Insights
from My
Warner
With Insights
from My
Warner
# clicks to...
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 th...
Thank You.
Let’s Share.
Havas Mobile Data - European Telco Summit - 1/4/2014
Havas Mobile Data - European Telco Summit - 1/4/2014
Havas Mobile Data - European Telco Summit - 1/4/2014
Upcoming SlideShare
Loading in...5
×

Havas Mobile Data - European Telco Summit - 1/4/2014

759

Published on

The European Telco industry faces difficult times. Competition is fierce, the battle in prices is thorough and the increasing pressure of upcoming legislation is high. The announced reduced roaming revenues forces MNO’s to go looking for new revenue streams.

In their quest for innovation and new revenue streams, MNO’s are looking how to monetize their Big Data. Indeed, they have piles of data. Doing nothing with it; asking themselves if this could generate a new revenue stream. The answer is “yes”, there is a way MNO’s can earn money with this 'dormant' data and SAS together with Zapfi will show 'how to'!

Published in: Marketing, Technology, Business
1 Comment
4 Likes
Statistics
Notes
No Downloads
Views
Total Views
759
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
34
Comments
1
Likes
4
Embeds 0
No embeds

No notes for slide

Transcript of "Havas Mobile Data - European Telco Summit - 1/4/2014"

  1. 1. HOW MOBILE DATA CREATE MEANINGFUL CONNECTIONS HUGUES REY SAS – EUROPEAN TELCO SUMMIT 1ST APRIL 2014
  2. 2. 5,500+ people in over 100 markets investing $16b The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete a Cohesive & Agile Network
  3. 3. Data at the Core Mobile Specialist
  4. 4. 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…
  5. 5. Mobile is now leading the digital convergence No longer a medium to consider on it’s own
  6. 6. Surf on websites related to what I’m watching 44% Comment on Social Networks about what I’m watching 22% Source: Havas MMS 2013
  7. 7. Data Driven Communication vs Consumer Perception FROM TO Functional Meaningful 360° Paid Owned Earned (& Shared) Integrated Marketing Programmatic Marketing Buying Funnel Consumption Cycle
  8. 8. 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
  9. 9. Mobile is present in all the phases of the consumer cycle
  10. 10. Mobile is present in all the phases of the consumer cycle Source: Google 2013
  11. 11. 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
  12. 12. Programmatic marketing feeds storytelling
  13. 13. 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)
  14. 14. 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
  15. 15. 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
  16. 16. Pathway to growing brand value Tomorro w Today Make a differenceDifferentiationCost-advantage Functional Aspirational Meaningful
  17. 17. Brands that enhance the well-being of citizens, communities and societies are more meaningful MEANINGFUL BRANDS Global 2013
  18. 18. Grateful & Passionate Indifferent but fan seekers Brand Agnostics Address different challenges across countries
  19. 19. 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
  20. 20. Is it all about algorithm now? CONTENT as a Consumer Engagement catalyst From Data to Insights From Insights to Programmatic Marketing
  21. 21. Data Augmented Reality Connected life
  22. 22. Data Augmented Reality Connected to social network
  23. 23. Data Augmented Reality Connected media
  24. 24. Data Augmented Reality Connected touchpoints
  25. 25. Data Augmented Reality Connected mobility Data Augmented Reality Connected consumer journey
  26. 26. 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 Interactivevisualization From Dashboarding to Predictive Analytics Source: IDC- 2012
  27. 27. (Marketing) Data Management Process
  28. 28. RELEVANCE GRANULARITY INTEGRATION ACCELERATION Construct a Data-Driven Decision Process Behavior-based Purchased-based Consumers’ Interests
  29. 29. (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
  30. 30. RELEVANCE GRANULARITY INTEGRATION ACCELERATION Behavior-based Purchased-based Segments Personalized Individual-level, Scoring Consumers’ Interests Construct a Data-Driven Decision Process
  31. 31. 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
  32. 32. 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
  33. 33. 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 …
  34. 34. 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
  35. 35. 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
  36. 36. Meaningful Connections are fueled by… Location based marketing and ad trigger Real time / digital OOH Data
  37. 37. REAL TIME MARKETING Is not about buying more is not about buying cheaper Is about better personalized Is about more meaningful
  38. 38. I SHARE
  39. 39. I LIKE
  40. 40. I KNOW
  41. 41. 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)
  42. 42. External Data Programmatic marketing Earned & Owned impact Effective & efficient Paid Conversions + + + ++ + + Data Management Information Map MFG Data Intelligence Brand/products awareness Engagement platform
  43. 43. 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
  44. 44. 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 €
  45. 45. Let’s Conclude When MadMen meet MathMen
  46. 46. (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
  47. 47. Thank You. Let’s Share.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×