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Bruce Biegel: Marketing Transformation : The Path to Real Time Integrated Marketing

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Bruce Biegel, Managing Director, Winterberry Group: The transition from traditional marketing to integrated marketing.

Bruce Biegel, Managing Director, Winterberry Group: The transition from traditional marketing to integrated marketing.


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  • 1. Bruce BiegelMarketing Transformation : The Path to Real Time Integrated Marketing
  • 2. Marketing Transformation: A Path to RealTime Integrated Marketing To help protect y our priv acy , PowerPoint prev ented this external picture from being automatically downloaded. To download and display this picture, click Options in the Message Bar, and then click Enable external content.Bruce Biegel April 7, 2011Managing Director New York City, New York
  • 3. Winterberry Group: Helping Advertising and Marketing CompaniesGrow Profit and Maximize Shareholder Value Strategic Consulting Investment Banking • Market Intelligence • Buy-Side/Sell-Side M&A Representation • Corporate Strategy • Capital Raising & Private • M&A Transaction/ Placements Diligence Support • Corporate Divestitures • Industry Insight: Publishing & • Fairness & Valuation Tactical Execution Opinions
  • 4. 2011: Marketing In TransitionEconomic stabilization drives growth inmarketing investment • Consumers do not really care about being in control* • 30-35% of media now consumed via digital channels • Privacy regulation and internet tax issues dominate the legislative agenda • Everything is NOT about social/mobile – it just seems that way*Razorfish Liminal report 2010
  • 5. Secular Spending Decline Across Traditional Channels Continues 2011E U.S. “ATL” Advertising Spending $112.6BB 5.0% Outdoor: Cinema: $6.4BB $0.6BB 2.0% -0.2% Radio: $13.4BB -2.2% Magazines: 1.7% Television: $14.3BB -1.7% $55.4BB-4.2% Newspapers: $22.4BBSource: WG Analysis, 2011Note: Arrows reflect percentage change inspend, by channel, from 2010 levels
  • 6. Direct & Digital Channels Capture New and Shifting Spend 2011E U.S. “Direct & Digital” Advertising Spending $163.9BB Insert Media: 9.1% $0.9BB Other: $2.8BB 10.9% DR Print: 2.0% $15.3BB Direct Mail: DR Broadcast: $47.8BB 5.8%7.6% $25.4BB 6.2% Digital: 14.0% $31.6BB Teleservices:Source: WG Analysis, 2011 $40.1BB 1.6%Note: Arrows reflect percentage change inspend, by channel, from 2010 levels
  • 7. Then We Have an Information Explosion… All data created from the dawn of man 5 Exebytes (~200,000 BC) to 2003… VS. Data created in 5+ TWO DAYS Exebytes in 2011… Source: Eric Schmidt (Google), NextMark
  • 8. … That Will Not Stop in Our Lifetimes One petabyte = one million gigabytes 2009 • Can fill 75-billion Apple iPads 800 Petabytes • Equal to output from a centurys worth of constant tweeting by all humans One zettabyte = one million petabytes 2010 • Equal to a million times the size of the entire collections of all the academic 1.2 Zettabytes libraries in the U.S.Source: IDC Survey (2010)
  • 9. Some of This “Big Data” Is Marketing Data… Transactional added fromPsychographic and behavioral purchase records, cooperative compiled from surveys and databases and eCommerce analytical models Offline Social compiled from Providers social sites, blogs and Social Sites / Online sharing sites Offline Providers Compilers Browser/Analytics Data ? • Registrations Geo- • Cookies (Flash) Demographic • Click / Visit activities compiled from • Attribution /response datapublishers, datab Portals / • In-market purchase intent ases and other Publishers Online third parties Compilers Mobile • Carrier / Location data • App data • Device fingerprints Artwork Source: David Harbaugh, Harvard Business Review
  • 10. To help protect y our priv acy , PowerPoint prev ented this external picture from being automatically downloaded. To download and display this picture, click Options in the Message Bar, and then click Enable external content. … And The Rest Is Online Content And Marketing Assets Web Content - Sites and Pages • Billions of pages – mostly HTML (or a variation) – containing data, applications, e- services, images, audio, video, social interaction, log files and many more forms of produced and consumable information Marketing Content (Marketing Assets) • Brand images, graphics, copy, notices and other content (e.g. animations, videos and music) used in advertising and promotional campaigns or other marketing messages Source: IDC Survey (2010)
  • 11. How Should You Cut Through This Constant Stream of “Data”?
  • 12. Marketing in Transition Define a Path with Personalized, Real-Time Marketing Interactions Source: U.S. Bureau of Economic Analysis (BEA)
  • 13. What Do Customers Want in Their Interactions with Marketers AndPublishers?Empowered by multiple devices andbetter information accessibility, consumersexpect interaction in real-time, across onand offline channels• They want what they want• They want it personalized• They want it available when they want it• On any device they preferAnd do not be creepy about it!
  • 14. What Do Marketers and Publishers Want in Their Interactions withCustomers ? Sales Loyalty Positive Recommendations Patience Sales for Their Partners Relevancy Likes Optimized Marketing Costs Recognition That They Are Really Good, Thoughtful People More Sales and Lots Of Profit
  • 15. Driving Sales Is A Primary Goal of Customer InteractionsThink about your company’s high-level approach to its customerinteractions (including both consumers and “B2B” clients). How would yourank the following as independent customer experience priorities? Driving expanded sales of existing products/services 4.0 Cross-selling different products/services to existing customers 3.8 Ensuring we represent our brand/products well 3.8 Driving sales of new products/services 3.8 Maintaining an ongoing dialogue with our customers h 3.8 Enhancing customer loyalty to our brand/company 3.8 Reinforcing our brand’s presence/importance to our customers 3.6 Improving the performance of existing loyalty programs 2.8 1 2 3 4 5 Least Critical Priority Most Critical Priority Source: Winterberry Group survey, “Customer Experience Marketing white paper, April 2011
  • 16. Marketers Want to Use Customer Experiences to Deepen CustomerRelationships, Rather as A Supplement to Other Marketing Efforts To what extent do you believe that your ability to achieve each of the following would improve given the implementation of a well designed customer experience strategy? Deepen customer relationships 4.2 Identify trends in customer behavior 4.0 Identify unmet customer needs 3.8 Create and deliver targeted offers 3.8 Obtain real-time customer feedback 3.7 Supplement broader direct marketing efforts 3.5 Supplement loyalty marketing/loyalty program efforts 3.3 1 2 3 4 5 Minimal Improvement Significant Improvement Opportunity Opportunity Source: Winterberry Group survey, “Customer Experience Marketing white paper, April 2011
  • 17. The Solution Marketing that is… personalized cross-channel integrated real-time Source: U.S. Bureau of Economic Analysis (BEA)
  • 18. And “Real Time Marketing” Means What? • A real-time marketing system can support the execution of marketing intent under time constraints • It contains hardware and software which are expected to function without human intervention • It is designed to interact across devices and media channels nearly instantaneously Source: U.S. Bureau of Economic Analysis (BEA)
  • 19. Theoretically, This Ought to Be Straightforward… Data Conversion Response Measurement Response Measurement Customer & Direct Order, Prospect Lists; Traffic Generat.,Strategic Intent Analytical Models Campaign or Lead Gen for and Scoring Execution Processes Multichannel Up-/Cross- Creative Integration Sales Enhancement Strategic Concept, of Existing Brand Identity Customer and Design Relationships
  • 20. … But The Inherent Complexity of Products, Strategies And Cross- Channel Campaigns… Versioning Compliance Data Conversion Response Measurement Customer & Direct Order, Prospect Lists; Traffic Generat., Strategic Intent Analytical Models Campaign or Lead Gen for and Scoring Execution Processes Multichannel Up-/Cross- Data Conversion Creative Integration Sales Response Measurement Data Conversion Customer & Response Measurement Response Measurement Response Measurement Direct Order, Enhancement Prospect Lists; Strategic Concept, Traffic Generat., Customer & of Existing Strategic Intent Analytical Models Campaign Brand Identity Direct Order, Customer Data Conversion or Lead Gen for Prospect Lists; and Design and Scoring Execution Traffic Generat., Strategic Intent Campaign Analytical Models Relationships Response Measurement Response Measurement Response Measurement Processes or Lead Gen for and Scoring Execution Customer & Processes Direct Order, Prospect Lists; Multichannel Up-/Cross- Traffic Generat., Strategic Intent Analytical Models Creative Campaign or Integrationfor Lead Gen Sales Multichannel Up-/Cross- and Scoring Execution Creative Processes Integration Sales Enhancement Data Conversion Strategic Concept, of Existing Response Measurement Brand Identity Multichannel Up-/Cross- Strategic Concept, Enhancement Creative and Design Customer Customer & of Existing Integration Sales Relationships Brand Identity Direct Order, Data Prospect Lists;Conversion Customer and Design Traffic Generat., Strategic Intent Analytical Models Campaign Relationships Response Measurement Response Measurement Response Measurement Enhancement or Lead Gen for Strategic Concept, and Scoring Execution of Existing Customer & Processes Direct Order, Brand Identity Customer Prospect Lists; and Design Traffic Generat., Strategic Intent Data AnalyticalRelationships Conversion Models Campaign or Lead Gen for Multichannel Up-/Cross- and Scoring Execution Creative Response Measurement Processes Integration Sales Customer & Direct Order, Prospect Lists; Traffic Generat., Up-/Cross- EnhancementStrategic Intent Campaign Multichannel Strategic Concept, Analytical Models Creative or Lead Gen for of Existing and Scoring Execution Integration Brand Identity Sales Customer Processes and Design Relationships Enhancement Strategic Concept, Multichannel Up-/Cross- of Existing Brand Identity Creative Customer Integration Sales and Design Relationships Enhancement Strategic Concept, of Existing Brand Identity Customer and Design Relationships Cross Channel Execution Fragmented Supply Chains •Direct Mail •Online Display Campaign Strategy / Direct Response Branding vs. Direct Planning Response Audience Known Targetable (via Individuals and Targeting Households) (by Person Or Computer) Creative Variable Formats (e.g. Print Formats banners, videos, etc.) Numerous: Ad Delivery Post Office (e.g. 400+ Ad Networks, Ad Exchanges, etc.) Defined Based Pricing Performance? Reach? Production, Delivery Context? Cost plus Data Cost+ Measurement & Mail Tracking and Impressions, Reporting Response Analytics “Clickstreams,” Cookies
  • 21. …And An Ecosystem Defined by Silos And Broken Links… Offer Mgmt. Production Segmentation Data MS Excel Print Offers Management Manual Customer & Entry Billing (Relevance) Prospect Data / Analytics Manual Artwork Production keying doesn’tIntent Access/Excel match Manual specs Entry Intenral Creative Business Creative Creative Intent Intent Manual Manual Assets Routing Entry EntryOffer Mgmt. Offer Mgmt. Production DAM Creative Creative Manual Handoff Planning External Supplier External CreativeScheduling Orders Schedules Routing (Timing) Creative Order Production Management
  • 22. ….And A “Tug Of War” for Control Makes Personalized, Integrated, Real-Time Marketing Incredibly Challenging Key Challenges: Consumer/ Privacy/Data Security, Excessive B2B Advertising, Availabil Audience ity of Free Low-Cost Content Key Challenges:Marketers/ Ineffectiveness of Display, Lack of The Key Challenges: Content, Media Valuation Channels PublishersAdvertisers Metrics, Difficulty of Consumption, Traffic & Monetization Execution, Threat of Regulation Key Challenges: Commoditization of Creative/ Data Services, Fragmented Suppliers Media Market< Automation and Broader Competitive Set
  • 23. Yet– We Are Seeing It HappenOne Channel at A Time. In Real Time • Triggered Email Marketing • Direct Mail Variable Data Printing • Location-Based Social And Mobile Offers With Preference and Personalization • Targeted Display Ads • Recommendations Based on Recent Transactions/Browsing History Source: U.S. Bureau of Economic Analysis (BEA)
  • 24. Align Marketing Processes, Platforms and People – With a PrivacyCompliant and Staged Approach Marketing Data & Integrated Data Real-Time Marketing ExecutionContent Asset Layer Management Decisioning Engines & Response Geographic Geographic Marketing Execution Platforms Data Management Platform(s) DSP Demographic Demographic Channel Channel SSP Preference Preference Site Interaction Social Social Engine Channel Transactional Interaction Transactional Engine Intent Intent Lead Data Data Scoring Web Site Web Site Yield Data Data Mgmt.
  • 25. Technology Decisions Will Need to Be Made on Whether to Use PointSolutions, Bundles Or Complete Stacks That Do It All Site Content Mobile Personalization Personalization Site Ad Direct Mail (Variable Personalization Data) Personalization E-Mail Cloud / Display Personalization Personalization Cross Channel Response &, Attribution Analytics
  • 26. We are Getting Closer, But Are Not There Yet– This Is A Journey forMarketers And SuppliersThis is a journey that marketing organizations and their suppliers will needto take together over time – to begin the process: Locate the marketing data and assets within the organization and elsewhere Design a series of integration processes that are actionable, replicable and compliant Determine what can and should be in-sourced and what should be outsourced, and from where Begin the step-by-step implementation roadmap, data platform and analytic tools for “big data” and cross-channel marketing Re-engineer the people and process components
  • 27. … And DO NOT Forget!It must be managed for a complex web of online and offline privacyregulations, that will require Web sites and advertisers to: Establish a clear “data governance plan” Manage the collection of both personally-identifiable information (PII) and non-PII Provide opt-out ability for advertising and content across channels Continuously monitor preference, media shift and everything else
  • 28. Questions?60 Broad Street, 38th Floor Bruce BiegelNew York, NY 10004 Managing Directorwww.winterberrygroup.com bbiegel@winterberrygroup.com