1. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
HÖREN

2. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
FÜHLEN

3. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SEHEN

4. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
RIECHEN

5. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SCHMECKEN

6. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
HERZLICH
WILLKOMMEN

7. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
IM ZEITALTER
DER SENSOREN

8. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

9. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

10. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
3.200.000.000

11. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
ES GEHT NICHT MEHR
NUR UMS ANTWORTEN

12. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
ES GEHT UMS
VERSTEHEN

13. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

14. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
HERZLICH
WILLKOMMEN

15. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
IN EINER WELT
VOLLER DIGITALER
EMPATHIE

16. EMOTION TRACKER
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

17. EMOTION TRACKER
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

18. NANO TRANSPONDER CHIPS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

19. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
HERZLICH
WILLKOMMEN
IN DER ZUKUNFT

20. Curt Simon Harlinghausen
EMEA Lead Business Transformation
FUTURE OF MARKETING
UND DIE ROLLE VON FACEBOOK

21. // EMEA Lead Business Transformation
for Publicis Media
// CDO Starcom
// CEO akom360
// Consultant, Entrepreneur, Lecturer and Nerd
// Auf Facebook seit 2007
Line / Twitter / Facebook / LinkedIn / Youtube / Snapchat: harlinghausen
CURT SIMON HARLINGHAUSEN
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

22. STILL ON THE FLY …
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

23. WE UNLOCK GROWTH
BY REENGINEERING
OUR CLIENTS’
CUSTOMER EXPERIENCE.
PUBLICIS MEDIA BUSINESS TRANSFORMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

24. PUBLICIS MEDIA BUSINESS TRANSFORMATION
24
Requiring an
integrated approach
to technology
and creativity
TECHNOLOGY
INTERACTIVE
PERSONALIZATION
PASSIONS
SUSTAINABILITY
VALUE
ON-DEMAND
MOBILE
BRANDS STORYTELLING
EMOTIONS
CONTEXT
CREATIVITY/
INNOVATION
CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

25. PUBLICIS BUSINESS MODEL CANVAS
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
KEY PARTNERS
Who are our key partners?
Who are our key suppliers?
Which key resources are we acquiring from partners?
Which key activities do partners perform?
MOTIVATIONS FOR PARTNERSHIPS
» Optimization and economy
» Reduction of risk and uncertainty
» Acquisition of particular resources and activities
BUSINESS MODEL CANVAS
KEY ACTIVITIES
What key activities do our value propositions require?
Our distribution channels?
Customer relationships?
Revenue streams?
CATEGORIES
» Production
» Problem solving
» Platform /Network
VALUE PROPOSITIONS
What value do we deliver to the customer?
Which one of our customer’s problems
are we helping to solve?
What bundles of products and services
are we offering to each customer segment?
Which customer needs are we satisfying?
CHARACTERISTICS
» Newness
» Performance
» Customization
„Getting the job done“»
» Design
» Brand /Status
» Price
» Cost reduction
» Risk reduction
» Accessibility
MOTIVATION
Why and not how is the customer willing to interact with you?
What is his current motivation and not his need?
CUSTOMER RELATIONSHIPS
What type of relationship does each of our customer
segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EXAMPLES
» Personal assistance
» Dedicated personal assistance
» Self-Service
» Automated services
» Communities
» Co-creation
CUSTOMER SEGMENTS
For whom are we creating value?
Who are our most important customers?
CATEGORIES
» Mass market
» Niche market
» Segmented
Diversified»
» Multi-sided platform
KEY RESOURCES
What key resources do our value propositions require?
Our distribution channels? Customer relationships?
Revenue streams?
TYPES OF RESOURCES
» Physical
» Intellectual (brand patents, copyrights, data)
» Human
CHANNELS
Through which channels do our customer
segments want to be reached?
How are we reaching them now?
How are our channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
CHANNEL PHASES
1. Awareness
» How do we raise awareness about
our company’s products and services?
2. Evaluation
» How do we help customers evaluate
our organization’s value proposition?
3. Purchase
» How do we allow customers to purchase
specific products and services?
4. Delivery
5. After sales
» How do we deliver a value proposition
to customers?
» How do we provide post-purchase
customer support?
COST STRUCTURE
What are the most important costs inherent in our business model?
Which key resources are most expensive?
Which key activities are most expensive?
IS YOUR BUSINESS MORE
» Cost driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
» Value driven (focused on value creation, premium value proposition)
SAMPLE CHARACTERISTICS
» Fixed costs (salaries, rents, utilities)
» Variable costs
» Economies of scale
» Economies of scope
KPIs
What are the 5-10 most relevant KPIs?
Which facts drive your model the most?
EXAMPLES
» Quantitative KPIs
» Qualitative KPIs
» Conversions
» Reach /Frequency
REVENUE STREAMS
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each revenue stream contribute to overall revenues?
TYPES
» Asset sale
» Usage fees
» Subscription fees
» Lending /Renting /Leasing
» Licensing
» Brokerage fees
» Advertising
FIXED PRICING
» List price
» Product feature dependent
» Customer segment
dependent
» Volume dependent
DYNAMIC PRICING
» Negotiation (bargaining)
» Yield management
» Real-Time-Market

26. CANVAS by ALEXANDER OSTERWALDER
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
KEY PARTNERS
Who are our key partners?
Who are our key suppliers?
Which key resources are we acquiring from partners?
Which key activities do partners perform?
MOTIVATIONS FOR PARTNERSHIPS
» Optimization and economy
» Reduction of risk and uncertainty
» Acquisition of particular resources and activities
KEY ACTIVITIES
What key activities do our value propositions require?
Our distribution channels?
Customer relationships?
Revenue streams?
CATEGORIES
» Production
» Problem solving
» Platform /Network
VALUE PROPOSITIONS
What value do we deliver to the customer?
Which one of our customer’s problems
are we helping to solve?
What bundles of products and services
are we offering to each customer segment?
Which customer needs are we satisfying?
CHARACTERISTICS
» Newness
» Performance
» Customization
„Getting the job done“»
» Design
» Brand /Status
» Price
» Cost reduction
» Risk reduction
» Accessibility
MOTIVATION
Why and not how is the customer willing to interact with you?
What is his current motivation and not his need?
CUSTOMER RELATIONSHIPS
What type of relationship does each of our customer
segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EXAMPLES
» Personal assistance
» Dedicated personal assistance
» Self-Service
» Automated services
» Communities
» Co-creation
CUSTOMER SEGMENTS
For whom are we creating value?
Who are our most important customers?
CATEGORIES
» Mass market
» Niche market
» Segmented
Diversified»
» Multi-sided platform
KEY RESOURCES
What key resources do our value propositions require?
Our distribution channels? Customer relationships?
Revenue streams?
TYPES OF RESOURCES
» Physical
» Intellectual (brand patents, copyrights, data)
» Human
CHANNELS
Through which channels do our customer
segments want to be reached?
How are we reaching them now?
How are our channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
CHANNEL PHASES
1. Awareness
» How do we raise awareness about
our company’s products and services?
2. Evaluation
» How do we help customers evaluate
our organization’s value proposition?
3. Purchase
» How do we allow customers to purchase
specific products and services?
4. Delivery
5. After sales
» How do we deliver a value proposition
to customers?
» How do we provide post-purchase
customer support?
COST STRUCTURE
What are the most important costs inherent in our business model?
Which key resources are most expensive?
Which key activities are most expensive?
IS YOUR BUSINESS MORE
» Cost driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
» Value driven (focused on value creation, premium value proposition)
SAMPLE CHARACTERISTICS
» Fixed costs (salaries, rents, utilities)
» Variable costs
» Economies of scale
» Economies of scope
KPIs
What are the 5-10 most relevant KPIs?
Which facts drive your model the most?
EXAMPLES
» Quantitative KPIs
» Qualitative KPIs
» Conversions
» Reach /Frequency
REVENUE STREAMS
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each revenue stream contribute to overall revenues?
TYPES
» Asset sale
» Usage fees
» Subscription fees
» Lending /Renting /Leasing
» Licensing
» Brokerage fees
» Advertising
FIXED PRICING
» List price
» Product feature dependent
» Customer segment
dependent
» Volume dependent
DYNAMIC PRICING
» Negotiation (bargaining)
» Yield management
» Real-Time-Market

27. FUTURE OF MARKETING
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// DATA
// AUTOMATION / PROGRAMMATIC
// MOBILE
// CONTENT
// CREATIVITY
// TALENTS

28. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// DATA

29. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
DATA IS THE NEW BACON

30. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
AWARENESS
ORIENTATION
PRIORISATION
INTENTION
CONVERSION (ENGAGEMENT / LEAD / SALE)
SUPPORT
LOYALITY
ADVOCACY

31. DATA
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// FIRST PARTY
// THIRD PARTY
// USER DATA

32. DATA
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
EVERY MONTH
THE NUMBER
OF DATA SOURCES
GROW BY ABOUT
80%

33. DATA
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

34. FIRST PARTY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// WEBSITE/APP
// CRM
// ANALYTICS

35. THIRD PARTY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// PARTNER
// ADVERTISER
// IOT / SENSOR

36. USER DATA
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// PROACTIVE
// UNCONSCIUOS
// FORCED

37. THE ESSENTIAL OF DATA
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// CORRECTNESS
// CONSISTANCY
// COMPLETENESS
3C

38. TRACKING / MONITORING
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
N2N-Tracking

39. DELTA AIRLINE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

40. MAIN OBJECTIVE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
CONSUMER
CENTRICITY

41. CORE TOPIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

42. CORE TOPIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

43. COSTUMER CONSUMER JOURNEYS – MAKE DATA ACTIONABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

44. DEVELOPING A DIGITAL-STRATEGY
45
CONSUMER JOURNEYS
RAMP UP TARGETS
CORE-CHALLENGES
TOUCHPOINT EVALUATION
TOUCHPOINT
CLUSTER
5-SPACE-MODEL
NEW PERSONAS STORYBOARDS BUSINESS MODELLING
TREND ANALYSIS
DEFINE DISCOVER CREATE IMPLEMENTSELECT
TOUCHPOINT STRATEGY
DIGITAL STRATEGY
BUSINESS MODEL
CANVAS
CONDENSATION
TOUCHPOINT MATRIX

45. MAIN OBJECTIVE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
THE BETTER IS
THE ENEMY
OF THE GOOD

46. Facebook Statement
Einstiegsstatement
> Kurzvorstellung Simon
> Kurzvorstellung Kristin
> Kurzvorstellung Jo
> Kurzvorstellung Matthias
> Kurzvorstellung Agentur
RELEVANCY
IS MOST IMPORTANT
Sergey Brin

47. RELEVANCY
IS MOST IMPORTANT
MARK ZUCKERBERG

48. Einstiegsstatement
> Kurzvorstellung Simon
> Kurzvorstellung Kristin
> Kurzvorstellung Jo
> Kurzvorstellung Matthias
> Kurzvorstellung Agentur
„This object can
not be liked“
Prof. Dr. Mirjam
Meckel

49. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
KEY FEATURE:
REAL TIME
PERSONA MATCHING
IN CONTEXT

50. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
DATA IS GETTING
MORE AND MORE
IMPORTANT

51. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
HOW CAN WE
SECURE
OUR DATA?

52. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
WE CAN’T!

53. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

54. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
BUT WE HAVE
TO TRY
EVERYTHING!

55. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
EVERYONE
OF US!

56. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

57. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
BLOCKCHAIN
BITCOIN
AND TOLKEN

58. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// AUTOMATION

59. AUTOMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
BENCHMARKING

60. PROGRAMMATIC ADVERSTING
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

61. AUTOMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

62. AUTOMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

63. AUTOMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
AI ISN’T
READY.
YET.

64. AUTOMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

65. AUTOMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

66. AUTOMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
ARTIFICAL INTELLIGENCE
BEDEUTET, DASS SICH
SYSTEME SELBST IN
FRAGE STELLEN UND
ANFANGEN SICH ZU
OPTIMIEREN

67. AUTOMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
MASCHINEN HABEN
KEINE TRÄUME UND
KEINE VISIONEN

68. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// MOBILE

69. MOBILE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

70. MOBILE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

71. MOBILE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// MOBILE FIRST
// THINK MOBILE
// TRACK MOBILE

72. MOBILE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
MOBILE EVERYTHING

73. MOBILE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

74. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// CONTENT

75. SNACKABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

76. TIMING
SNACKABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

77. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SENSOR
DATA
time
location body
Motion

78. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SENSOR
DATA
EVENTS
time
location body
transport
mode
semantic
time
location
type
lifestyle
activities
Motion

79. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SENSOR
DATA
MOMENTSEVENTS
time
location body
transport
mode
semantic
time
location
type
lifestyle
activities
realtime
context
before
& after
intent
mood
swings
Motion

80. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SENSOR
DATA
MOMENTSEVENTS PROFILE
time
location body
transport
mode
semantic
time
location
type
lifestyle
activities
realtime
context
before
& after
intent
mood
swings
mobility
lifestyle
places relation
Motion

81. SNACKABLE // CONTEXTUAL FLOW by ©Sentiance
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SENSOR
DATA
MOMENTSEVENTS PROFILE
time
location body
transport
mode
semantic
time
location
type
lifestyle
activities
realtime
context
before
& after
intent
mood
swings
mobility
lifestyle
places relation
WHAT /
WHERE /
HOW
WHOWHY
Motion

82. Snackability in format, quantity, quality, visualization,
technology and personalization.
Content is still king
SNACKABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

83. Snackability in format, quantity, quality, visualization,
technology and personalization.
Content is still king, but …
SNACKABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

84. Snackability in format, quantity, quality, visualization,
technology and personalization.
Content is still king, but
Realtime Content is Kingkong
SNACKABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

85. Snackability in format, quantity, quality, visualization,
technology and personalization.
Content is still king, but
Realtime Content is Kingkong
with Context
it is DonkeyKong
SNACKABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

86. SHAREABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

87. SHAREABLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

88. SURPRISING
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

89. SURPRISING
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
TARGETING

90. SURPRISING
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

91. STRATEGIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

92. STRATEGIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
RETENTION

93. STRATEGIC
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

94. SPEED
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

95. SPEED
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
FIRST
MOVER

96. SPEED
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

97. SIMPLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

98. SIMPLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
As Goethe said once:
“If I had more time,
I would have written
a shorter letter“

99. SIMPLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
EXECUTION

100. SIMPLE
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
Keep in mind:
KEEP IT SIMPLE, MAKE IT REAL

101. CANVAS by ALEXANDER OSTERWALDER
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
KEY PARTNERS
Who are our key partners?
Who are our key suppliers?
Which key resources are we acquiring from partners?
Which key activities do partners perform?
MOTIVATIONS FOR PARTNERSHIPS
» Optimization and economy
» Reduction of risk and uncertainty
» Acquisition of particular resources and activities
BUSINESS MODEL CANVAS
KEY ACTIVITIES
What key activities do our value propositions require?
Our distribution channels?
Customer relationships?
Revenue streams?
CATEGORIES
» Production
» Problem solving
» Platform /Network
VALUE PROPOSITIONS
What value do we deliver to the customer?
Which one of our customer’s problems
are we helping to solve?
What bundles of products and services
are we offering to each customer segment?
Which customer needs are we satisfying?
CHARACTERISTICS
» Newness
» Performance
» Customization
„Getting the job done“»
» Design
» Brand /Status
» Price
» Cost reduction
» Risk reduction
» Accessibility
MOTIVATION
Why and not how is the customer willing to interact with you?
What is his current motivation and not his need?
CUSTOMER RELATIONSHIPS
What type of relationship does each of our customer
segments expect us to establish and maintain with them?
Which ones have we established?
How are they integrated with the rest of our business model?
How costly are they?
EXAMPLES
» Personal assistance
» Dedicated personal assistance
» Self-Service
» Automated services
» Communities
» Co-creation
CUSTOMER SEGMENTS
For whom are we creating value?
Who are our most important customers?
CATEGORIES
» Mass market
» Niche market
» Segmented
Diversified»
» Multi-sided platform
KEY RESOURCES
What key resources do our value propositions require?
Our distribution channels? Customer relationships?
Revenue streams?
TYPES OF RESOURCES
» Physical
» Intellectual (brand patents, copyrights, data)
» Human
CHANNELS
Through which channels do our customer
segments want to be reached?
How are we reaching them now?
How are our channels integrated?
Which ones work best?
Which ones are most cost-efficient?
How are we integrating them with customer routines?
CHANNEL PHASES
1. Awareness
» How do we raise awareness about
our company’s products and services?
2. Evaluation
» How do we help customers evaluate
our organization’s value proposition?
3. Purchase
» How do we allow customers to purchase
specific products and services?
4. Delivery
5. After sales
» How do we deliver a value proposition
to customers?
» How do we provide post-purchase
customer support?
COST STRUCTURE
What are the most important costs inherent in our business model?
Which key resources are most expensive?
Which key activities are most expensive?
IS YOUR BUSINESS MORE
» Cost driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing)
» Value driven (focused on value creation, premium value proposition)
SAMPLE CHARACTERISTICS
» Fixed costs (salaries, rents, utilities)
» Variable costs
» Economies of scale
» Economies of scope
KPIs
What are the 5-10 most relevant KPIs?
Which facts drive your model the most?
EXAMPLES
» Quantitative KPIs
» Qualitative KPIs
» Conversions
» Reach /Frequency
REVENUE STREAMS
For what value are our customers really willing to pay?
For what do they currently pay?
How are they currently paying?
How would they prefer to pay?
How much does each revenue stream contribute to overall revenues?
TYPES
» Asset sale
» Usage fees
» Subscription fees
» Lending /Renting /Leasing
» Licensing
» Brokerage fees
» Advertising
FIXED PRICING
» List price
» Product feature dependent
» Customer segment
dependent
» Volume dependent
DYNAMIC PRICING
» Negotiation (bargaining)
» Yield management
» Real-Time-Market

102. // SNACKABLE
// SHAREABLE
// SURPRISING
// STRATEGIC
// SPEED
// SIMPLE
6S SUCCESS SET
4 GREAT CONTENT
6S@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
6S

103. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// CREATIVITIY

104. CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

105. CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
EIN GUTER POST
MUSS WIE EIN PLAKAT
WIRKEN.

106. CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
UND EIN GUTES VIDEO
WIE EINE
KURZGESCHICHTE.

107. CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
ES GEHT UM DIE WERTE,
PRODUKTE, GESCHICHTEN
ZU ERLEBEN.
(SENSOREN)

108. CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

109. CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

110. CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
JEDE IDEE IST NUR
SO GUT WIE IHRE
AUSFÜHRUNG.

111. CREATIVITY

112. CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
SEID NEUGIERIGER

113. CREATIVITY
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
ES GEHT UM PASSION
UND AMBITIONEN.

114. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
// TALENT

115. TALENT
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
THERE A NEW JOBS OUT THERE:

116. TALENT
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
THERE A NEW JOBS OUT THERE:
> GROWTH HACKER
> ANALYTICS ADVISER
> SIMPLICITY ENGINEER

117. TALENT
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
THERE A NEW JOBS OUT THERE:
> GROWTH HACKER
> ANALYTICS ADVISER
> SIMPLICITY ENGINEER
> HEAD OF CAT CONTENT

118. TALENT
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
THERE A NEW JOBS OUT THERE:
> GROWTH HACKER
> ANALYTICS ADVISER
> SIMPLICITY ENGINEER
> HEAD OF CONTEXT

119. TALENT
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
WE LIVE IN TECH WORLD NOW.

120. TALENT
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
WE LIVE IN TECH WORLD NOW.
TOOLS AND ALGORITHM WILL
TAKE MORE AND MORE JOBS.

121. TALENT
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
EVERY TOOL IS JUST AS GOOD
AS THE TALENTS USING IT.
A TOOL IS JUST A TOOL!

122. TALENT
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
THIS IS WHY WE ALL HAVE TO
TRANSFORM

123. TRANSFORMATION
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
BUSINESS TRANSFORMATION IS
BULLSH*T

124. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

125. LESEN UND VERSTEHEN, DANK
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
https://allfacebook.de

126. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
ONE MORE THING:

127. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA

128. @ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
BEI FRAGEN
FRAGT ALEX

129. THANK YOU 3.0
@ 2017 // Curt Simon Harlinghausen // EMEA Lead Business Transformation // PUBLICIS MEDIA
DOING IS THE NEW CONSULTING