Sis thu 0900 lucinda holt

207 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
207
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • \n
  • \n
  • every other thing is falling except internet\n
  • It’s coming because it works\n
  • Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
  • Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
  • Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
  • Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
  • Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
  • Zillion channels, all important\nAnd they interact, which is terrible\neach channel has it’s own ecosystem, it’s own behaviors\ncrazy complexity\n
  • PPC ecosystem (Alex Cohens’)\n
  • Display is much much worse (Terry Kawaja’s) \n- example of channel shifting to quant\n
  • \n
  • \n
  • \n
  • \n
  • don’t have to talk about the first one, that should just make lots of people in this room happy\nproblem is that you have to deal with #2 and 3 to be successful\n
  • Relationship managers become business managers\n Performance orientation\n Strong across all disciplines\n Channel expertise\n Integrate channels and disciplines\n Matrixed CAT Teams = Creative/Analytical/Technology with channel expertise\n Shared cross-channel accountabilty\n
  • data = complexity (need attribution, basics like statistical significance)\nintelligence = what to do. solves people problem\n
  • \n
  • Sis thu 0900 lucinda holt

    1. 1. The
World
Is
Changing.
 Are
you? Lucinda
Duncalfe
Holt
 CEO,
ClickEquaAons
    2. 2. 50Online
Spend
($
billions) 40 30 20 10 2006 2007 2008 2009 2010 2011 2012 eMarketer
based
on
IAB/PWC
#s
    3. 3. 40%30% $50b20% more
to
 come10%0% Print Radio TV Internet Time Money KPCB’s
Mary
Meeker.
Time
from
NA
Technographics,
spend
Yahoo!
    4. 4. 100 Reach TargeAng Engagement 75 Viral TransacAonRelative
Efficacy 50 25 0 Internet TV Print Radio Outdoor KPCB’s
Mary
Meeker
from
Chetan
Sharma
January
2011
    5. 5. • Deep
channel
experAse
is
criAcal
    6. 6. • Deep
channel
experAse
is
criAcal• Quant
is
everything
    7. 7. • Deep
channel
experAse
is
criAcal• Quant
is
everything• Except
for
creaAve,
which
is
essenAal
too
    8. 8. • Deep
channel
experAse
is
criAcal• Quant
is
everything• Except
for
creaAve,
which
is
essenAal
too• And
technology
is
mandatory
    9. 9. Few
adverAsers
can
do
this
themselves New
organizaAons Advanced
tools
    10. 10. RelaAonship
 RelaAonship
 RelaAonship
 RelaAonship
 Manager Manager Manager Manager Channel Channel Channel Channel CreaAve CreaAve CreaAve CreaAve AnalyAcal AnalyAcal AnalyAcal AnalyAcal Technical Technical Technical Technical
    11. 11. RelaAonship
 RelaAonship
 RelaAonship
 RelaAonship
 Manager Manager Manager Manager Channel 1.Channel Matrixed
teamsChannel Channel • Client‐centric CreaAve • Discipline‐based CreaAve CreaAve CreaAve 2. RelaAonship
managers
become
 business
managers AnalyAcal 3. Shared
cross‐channel
accountability
 AnalyAcal AnalyAcal AnalyAcal Technical Technical Technical Technical
    12. 12. Tools
should:
 Tame
dataAdd
intelligence
    13. 13. lucinda@clickequaAons.com

    ×