The document discusses 10 models (W2O models) that are reshaping the marketing industry. It discusses concepts like owning your own media, developing responsive experiences for customers, understanding customer journeys, managing influencer relationships, using small data and smart filters to drive insights, creating your own earned media network, using a data science engine for collaboration, expertise in detecting "bad media", combining research and social analytics to improve predictions, and using social graphics for new forms of media planning and research.

1. 10 W2O MODELS
RESHAPING OUR INDUSTRY
PreCommerce Summit
Bob Pearson – March 12, 2015
ATX

2. • #1 – We are unlocking the concept
of Owned Media
• “Content Anywhere Anytime Anyplace”
• If you create it, you own it.
Location is NOT the determining factor

3. THE CONTENT CAPSULE
A digital container that can house any type of
content and can be placed anywhere: brand sites,
retailer sites, blogs, social media pages, as a banner
ad and more.
A simple and effective storytelling solution – build
it once and the Capsule tells the entire story, with all
included assets. No more need to develop custom
work for each channel – Capsules work across all
channels.
A content syndication tool – make a change once
(swap video, change copy, etc.) and it is
automatically updated everywhere.
A simpler way to measure results – includes a
real time analytics dashboard that tracks every user
interaction on every channel in one place.

4. MasterCard
Distributed through BW in a press release
Embedded on key articles on forbes.com,
mashable.com, fastcompany.com,
pymnts.com, euronews.com, and
Mastercard newsroom
Time on Capsule – 7:30 mins.
NEWS DISTRIBUTION

5. SANOFI PASTEUR –
Unbranded Awareness Campaign
RESULTS:
Currently embedded on 56 sites
Time on Capsule averaging
5 min 30 seconds

6. • #2 – What you “own” should align with
what people “want” when they want it
• The emergence of responsive experiences
that align with the needs of your customer
• Responsive design is old school

7. WE NEED TO UNDERSTAND THE JOURNEY
TO DEVELOP THE RIGHT RESPONSE
Opportunity
OPPORTUNITY
Off-site activity through search
trends and media contribution
is combined w/web analytics
Integrate with Eloqua
to match site visitors to
existing leads
Pull in Google Analytics
and Omniture Site Catalyst
conversion Goals
ACQUISITION
A breakdown of traffic
sources shows us what
drives visitors to client site
by category or segment
ON-SITE
ENGAGEMENT
A relative view of total page
views of site content then
shows us how much
content is consumed
by category
BUSINESS VALUE
Total conversions by visitors
from each segment measures
how well each segment performs
on desired actions

8. IF WE ARE SEARCHING FOR
“GOVT STUDY PEGAWORLD” WE ACTUALLY GET…

9. ...THE EXPERIENCE WE WERE LOOKING FOR...
ALL IN OUR “EXPERIENCE LIBRARY”
42%
Higher click through
rate visitors served
industry specific
content.
29%
Decrease in
Bounce Rate
14%
Increase in
Pages Per Visit
22%
Increase in
Visit Duration

10. • #3 – Create and track your core audience
to redefine how we listen, learn and act
• Any discrete set of people can be
identified, indexed and they start
teaching us what to do

11. THE MDIGITAL LIFE HOSPITAL INDEX

12. MDIGITAL LIFE DOCTORS
bit.ly/mdlpw514
500+
100+
10+
1-9
50+
300+

13. • #4 – Decide “who” should tell your
brand’s story
• Influencer relationship management is
more important than traditional CRM to
shape markets

14. WHO INFLUENCES THE INFLUENCERS
360 degree view of how one influencer can have wide reach
160/1188 258/88372
WHOINFLUENCESTHEINFLUENCER?
Name / Outlet
Rank Score
Name / Outlet
Rank Score
Name / Outlet
Rank Score
Name / Outlet
Rank Score
WHODOESTHEINFLUENCERINFLUENCETHEMOST?
Name / Outlet
Rank Score
Name / Outlet
Rank Score
Name / Outlet
Rank Score
Name / Outlet
Rank Score

20. • #5 – Small data leads to smart filters
• Smart filters lead to right insights

21. SMALL DATA OR “FORENSIC ANALYTICS”
HAS FOUR KEY COMPONENTS
THE SECRET SAUCE IS THE ART OF THE “SMALL DATA FILTER”
• Ingestion of Data
• Small Data Filters – creation of a suite of filters per brand or topic
– The “antagonist” filter
– The “sustainability” filter
– The “journalist” filter
– The “consumers who like PCs with 13” screens with XYZ attribute”
• Location-based Insights – geo-focused content analysis via real-time
• Predictive Analytics – once we know patterns, we can figure out habits for a market

22. • #6 – Your own earned media network will
drive your market
• Earned media makes paid media smart

23. THE ARCHITECTURE IS SIMPLE
• People hang out by passion or profession
• We can identify the “1%” and the “9%”
• We end up with 10k-100k people per brand per country
• Imagine a network of 50k x 20 countries for one brand
• You have better and more accurate reach than most media outlets

24. • #7 – Data-driven organizations will require
a new insights OS to be shared between
our analysts and client teams
• The future is one of collaboration

25. DIMSUM DATA SCIENCE ENGINE CORE
DEMOCRATIZED ASSETS
STRATEGIES, MODULES, &
ALGORITHMNS FROM ENTIRE FIRM.
CUSTOM ASSETS
STRATEGIES & METHODS
CREATED SPECIFICALLY FOR THE
CLIENT
DIMSUM
LOAD
LOAD IN THE
INFORMATION YOU
WANT TO ANALYZE. THE
ENGINE WILL EXTRACT
AS MUCH VALUE OUT
OF THE DATA AS
POSSIBLE
ANALYZE
SOFTWARE ANALYZES
ALL THE AVAILABLE
DATA THROUGH
TOOLING, RANKING, &
EXPLORING
INFLUENCERS
TOPICS
THE STORY
THE PLAN

26. DIMSUM IN ACTION

27. • #8 – It’s time to become experts in
“bad media”
• Malware, Bots, fake reviews, black hat
search and more

28. • Bad media is expensive for marketers
• Click fraud, site takeovers and more
• We can optimize spend and educate by
VISUALIZING the WORLD OF BAD MEDIA

29. • #9 – We combine the best of research
and social analytics to become
more predictive

30. YOU CAN SEE LANGUAGE CHANGING IN THE 1% BEFORE THE 9%AverageEngagementperPost
0
10
20
30
40
50
60
70
80
90
Feb 14th Feb 21st Feb 28th Mar 7th Mar 14th Mar 21st Mar 28th Apr 4th Apr 11th Apr 18th Apr 25th May 2nd
Avg. Content Engine Engagement Avg. Promoted Tweet Engagement Avg. XY Engagement Linear (Avg. Content Engine Engagement)
Average CE Engagement = 46.7
AVERAGE ENGAGEMENT*
Who you follow to understand what is happening matters…

31. PREDICTED VS. ACTUAL NETFLIX REVENUE DATA
20,000
22,000
24,000
26,000
28,000
30,000
32,000
34,000
36,000
38,000
December 31, 2012 March 31, 2013 June 30, 2013 September 30, 2013 December 31, 2013 March 31, 2014 June 30, 2014
Revenue
Actual Revenues Social Predicted Members Market Forecasts

32. • #10 – Social Graphics will lead to new
forms of media planning and research

33. 0.22 0.21
0.36 0.25 0.22
0.42 0.32 0.25 0.345 0.28 0.42
0.29
0.206 0.2
0.49
0.53
0.47
0.36
0.2
0.2 0.28
0.27
0.29
0.28 0.28
0.27 0.25 0.25 0.25 0.31 0.29 0.2
0.29
0.32
0.36
0.31
0.36
0.3 0.33
0.35
0.391
0.34
0.41
0.27
0.21
0.2
0.34
0.2
0.2
0.26 0.27 0.21 0.27
0.2
0.22
0.32
0.35
0.3
0.32
0.3
0.32
0.32
0.35
0.25
0.31 0.22
0.35
0.3
0.39
0.37
0.41
0.33
0.16
0.18
0
0.5
1
1.5
2
2.5
-8
Weeks
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CorrelationCoefficients
Positive Sentiment FB Engagement News Forums Blogs Facebook Twitter
WHICH CHANNELS MATTER AT WHAT TIME AND WHY?
• How we achieve “saturation” via combo of earned, owned, shared and paid
• Develop metrics based on behavior & action
• Standardize how data is received, which metrics matter
CAMPAIGN #2CAMPAIGN #1
Predictive Accuracy
R² = 0.915
$0
$20
$40
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$120
$140
$0 $100 $200
PredictedDollars
(Millions)
Actual Dollars (Millions)

35. OUR PROCESS – W2O GROUP & GET SMART CONTENT
ANALYTICS REVIEW
We start by reviewing your website analytics for the past
year to identify high performing and opportunity segments.
AUDIENCE SEGMENTATION
Using analytics, we then review traffic on all existing pages
to determine the most efficient audience segments.
CONTENT INVENTORY & TESTING
After we identify all segments that will be targeted, we
audit your content and outline all areas for A/B testing
with up to 5 pieces of content per segment.
R E P O R T I N G A N D O P T I M I Z A T I O N
Success will be measured by goal conversions tied to
each target segment (clicks, submissions, downloads,
etc.) as well as increase in overall KPI’s.
C A M P A I G N C O N F I G U R A T I O N
After the strategy is defined, we build your campaigns
in the Get Smart Content platform and begin to
monitor performance.