marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Digital Consigliere
http://linkd.in/augustinefou
acfou @ mktsci ...
March 2015 / Page 1marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou is an industry-recognized t...
March 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Hands-on Experience
• CHIEF DIGITAL OFFICER, ...
March 2015 / Page 3marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Marketing and Advertising
Chief Digital Offic...
Digital Track Record
March 2015 / Page 5marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Quotes/Citations
March 2015 / Page 6marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Events / Speaking (samples)
2013 SPEAKING ENG...
March 2015 / Page 7marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Published Articles / Slideshares
Digital is a...
March 2015 / Page 8marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Ranking for Search Terms (samples)
Source: Go...
Digital Strategy Advisory
Unique Value Proposition for Clients
March 2015 / Page 10marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Digital strategy advisory…
… delivered throu...
March 2015 / Page 11marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Collaborative
Innovation McKinseyAgencies
• ...
March 2015 / Page 12marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Digital Audit
$
Low
Hanging
Fruit
Ecosystem
...
Digital Transformation
Workshops
March 2015 / Page 14marketing.scienceconsulting group, inc.
Dr. Augustine Fou
THE PROCESS
The purpose of the workshop form...
March 2015 / Page 15marketing.scienceconsulting group, inc.
Dr. Augustine Fou
SAMPLE AGENDA
Morning Session – 3 hrs
• How ...
Ad Fraud Forensic Research
March 2015 / Page 17marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Impressions and clicks are the biggest targe...
March 2015 / Page 18marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Fraud continues upward as digital ad spend g...
March 2015 / Page 19marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Fraud siphons 1/3 of dollars out of ad ecosy...
March 2015 / Page 20marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Fraud can be grouped into three “strata”
Sit...
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Dr Augustine Fou Digital Consigliere

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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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Dr Augustine Fou Digital Consigliere

  1. 1. marketing.scienceconsulting group, inc. Dr. Augustine Fou Digital Consigliere http://linkd.in/augustinefou acfou @ mktsci . com New York 212 . 203 . 7239
  2. 2. March 2015 / Page 1marketing.scienceconsulting group, inc. Dr. Augustine Fou Dr. Augustine Fou is an industry-recognized thought leader in digital strategy, search and social media marketing and former Chief Digital Officer of Omnicom's Healthcare Consultancy Group. Dr. Fou has nearly 20 years of management consulting and digital strategy experience, advising CMOs, marketing executives, and global brands. He pioneered the application of the Unified Marketing™ framework to optimize marketing across both traditional and digital channels and tactics. Dr. Fou completed his PhD at MIT at the age of 23. He started his career with McKinsey & Company. He writes a monthly column on Integrated Marketing for ClickZ.com, and can be found on Twitter.com @acfou. Dr. Augustine Fou – Digital Consigliere ClickZ Articles: http://bit.ly/augustine-fou-clickz Slideshares: http://bit.ly/augustine-fou-slideshares LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou 212. 203. 7239 | acfou @ mktsci. com “I provide clients an independent and objective point of view on digital marketing that is rooted in hands-on experience. Digital strategies are based on analytics, not opinion; and results are judged on the actual impact and ROI created for the business.”
  3. 3. March 2015 / Page 2marketing.scienceconsulting group, inc. Dr. Augustine Fou Hands-on Experience • CHIEF DIGITAL OFFICER, HCG (OMNICOM) • PHD, MATERIALS SCIENCE, MIT ’95 • MCKINSEY CONSULTANT • CLIENT SIDE/ AGENCY SIDE EXPERIENCE • PROFESSOR AT RUTGERS, NYU • ENTREPRENEUR / SMALL BUSINESS OWNER • AUTHOR / SPEAKER FIRST-HAND, HANDS-ON EXPERIENCE YIELDS PRACTICAL DIGITAL STRATEGY
  4. 4. March 2015 / Page 3marketing.scienceconsulting group, inc. Dr. Augustine Fou Marketing and Advertising Chief Digital Officer, HCG (Omnicom) Business Strategy McKinsey Consultant Technology / Innovation PhD, MIT Mat’l Science Digital Context of my thinking ...
  5. 5. Digital Track Record
  6. 6. March 2015 / Page 5marketing.scienceconsulting group, inc. Dr. Augustine Fou Quotes/Citations
  7. 7. March 2015 / Page 6marketing.scienceconsulting group, inc. Dr. Augustine Fou Events / Speaking (samples) 2013 SPEAKING ENGAGEMENTS Carnegie Conference – Jan iPharma Summit – Feb Social Media Week NYC – Feb Performance Marketing Insights – Mar SES Conference NY – Mar PMA Executive Insights – April Reboot Camp – April OMMA Social – May Digital Strategy Conference – June 2014 SPEAKING ENGAGEMENTS Carnegie Conference - January Biznology Webinar - March Forum for Workplace Inclusion - March Video Insider Summit - April eXL Pharma Medical Devices West - April iPharma – May OMMA Social – May 4A’s Webinar – October eXL Pharma – October
  8. 8. March 2015 / Page 7marketing.scienceconsulting group, inc. Dr. Augustine Fou Published Articles / Slideshares Digital is a Philosophy Digital is the thread that ties all forms of advertising and marketing together. Unified Marketing – Going Beyond Integrated Unified marketing is a framework that allows all marketing tactics to be plotted together and compared. 10 Commandments of Modern Marketing A list of the 10 rules every marketer should follow to meet consumer needs in 2010. A New Definition of 'Digital' Defining 'digital' as the collection of habits and expectations of today's consumers -- and what that means to marketers. 54 More ClickZ Articles Top Digital Marketing Challenges Over 1,500 marketers from major corporations share their top digital marketing challenges. Digital Ad Fraud Briefing Examples of fraud in display, video , and search ads. What the industry is doing about it. Why current industry efforts are not enough. The Future of Advertising How digital is impacting entire verticals of traditional marketing and how those ad dollar will flow into channels within digital. 597 More Slideshares
  9. 9. March 2015 / Page 8marketing.scienceconsulting group, inc. Dr. Augustine Fou Ranking for Search Terms (samples) Source: Google March 15, 2015. digital advertising benchmarks (#5 of 9 million results) missing link marketing (#3 of 35 million results) new definition of digital (#1 of 352 million results) search vs display ads (#1 of 127 million results) unified marketing (#4 of 73 million results) digital is a philosophy (#7 of 163 million results) the grand digital canyon (#2 of 20 million results) web 3.0 characteristics (#1 of 146 million results) digital ad fraud Page 1 of image results why flash is evil (#4 of 113 million results)
  10. 10. Digital Strategy Advisory Unique Value Proposition for Clients
  11. 11. March 2015 / Page 10marketing.scienceconsulting group, inc. Dr. Augustine Fou Digital strategy advisory… … delivered through the process of collaborative innovation, … led by a just-in-time team of independent subject matter experts Digital Consigliere
  12. 12. March 2015 / Page 11marketing.scienceconsulting group, inc. Dr. Augustine Fou Collaborative Innovation McKinseyAgencies • objective • non-conflicted • deep experience•tactical • strategic •implementation • theory Clients need objective advisors who have deep subject-matter expertise and who are not conflicted because they get paid for specific kinds of implementation. Unique Value to Clients
  13. 13. March 2015 / Page 12marketing.scienceconsulting group, inc. Dr. Augustine Fou Digital Audit $ Low Hanging Fruit Ecosystem Amplification New Revenue Streams $ $$ $$$ Strategy Delivery via Workshop Discovery ImplementationIntro Digital Scan FREE 1 hr Mtg Client Engagement Process
  14. 14. Digital Transformation Workshops
  15. 15. March 2015 / Page 14marketing.scienceconsulting group, inc. Dr. Augustine Fou THE PROCESS The purpose of the workshop format is to allow Client team members to infuse their first hand experiences and industry knowledge into the digital strategy and tactical planning. • Discovery • Research and Inputs (market, customer, competitors) • Articulation of Business Goals • Hypotheses and Feasibility Testing • Tactical Mapping and Prioritization Digital Transformation
  16. 16. March 2015 / Page 15marketing.scienceconsulting group, inc. Dr. Augustine Fou SAMPLE AGENDA Morning Session – 3 hrs • How digital has transformed marketing/advertising • Key trends and impact on industry • Best practices and cases • Digital is a Philosophy – Guiding Principles for All Marketing Lunch – 1 hr Afternoon Session – 3 hrs • Client State of the Union • Discussion of past and current programs • Identification of tactics that map to business priorities • Discussion and application of Unified Marketing™ Framework Digital Transformation
  17. 17. Ad Fraud Forensic Research
  18. 18. March 2015 / Page 17marketing.scienceconsulting group, inc. Dr. Augustine Fou Impressions and clicks are the biggest targets for fraud Impressions (CPM/CPV) Clicks (CPC) Search $18.5B 84% digital spend Display $8.2B Video $3.0B Mobile $3.7B$2.8B Leads (CPL) Sales (CPA) Lead Gen $1.7B Other $4.8B • classifieds • sponsorship • rich media • email estimated fraud non-fraudulent
  19. 19. March 2015 / Page 18marketing.scienceconsulting group, inc. Dr. Augustine Fou Fraud continues upward as digital ad spend goes up Digital ad fraud High / Low Estimates plus best-guess Published estimates Digital ad spend Source: IAB 2013 FY Report $ billions E E
  20. 20. March 2015 / Page 19marketing.scienceconsulting group, inc. Dr. Augustine Fou Fraud siphons 1/3 of dollars out of ad ecosystem Advertisers to spend E$56B in digital in 2015 Premium publishers are left with only 2/3 of the dollars Ad fraud siphons 1/3 of ad spend OUT of the ecosystem • Ad dollars are being siphoned OUT of the ecosystem into the pockets of the bad guys • Advertisers have lower ROI due to fraud (fake impressions, non-humans) • Publishers have lower revenues (ad dollars stolen by bad guys) 2/3 1/3
  21. 21. March 2015 / Page 20marketing.scienceconsulting group, inc. Dr. Augustine Fou Fraud can be grouped into three “strata” Sites, networks and exchanges that cheat or look the other way • Stacked ads, auto-refresh • High ad-load, low viewability • Purchased traffic, audience expansion Sites created solely for ad fraud • Created by template/algo • Enormous quantity of ads • All traffic/impressions from bots Mainstream publishers with human + bot traffic • Legitimate publishers with real content that humans engage with, interact, read and watch • An unknown percentage of malicious bot traffic designed to enrich their cookie-profiles for later high-value re-targeting FRAUDSITE bot bot bot bot bot bot PUBLISHER user bot user crawler user bot 2/3 1/3

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