This document discusses TP Vision's shift towards a more data-driven and digital approach for marketing Philips televisions. It outlines TP Vision's data-driven maturity model and progress along that model from 2016 to the present. It also describes lessons learned from a 2017 end-of-year campaign that was targeted using data on audiences, touchpoints, and segmentation. The goals of the campaign were to help consumers find the right Philips television, increase traffic to Philips' website, increase click-throughs to retailer websites, and increase recommendations. The campaign achieved its objectives and demonstrated the value of a more centralized, data-driven approach.

1. TP VISION TO A MORE DATA DRIVEN
DIGITAL APPROACH
Martijn Smelt - CMO Philips Television (TP Vision)
Ortwin Verreck - OrangeValley

2. Digital channels stimulate traffic to retailers

3. Consumer TV watching behavior changes

4. Reaching & Getting Attention
Traditional Storyline
(passive environments)
Emerging Storyline
(Active environments)

5. Consumer TV watching behavior changes

6. Customer Centric Approach

7. Data Driven – Customer Journey

8. CRM
CRM
MEDIA
ANALYTICS
WEBSITE
GEO
GRAPHICAL
INTENDERS
BEHAVIOURAL
DEMO
GRAPHICS
Audience
1stPARTY
3rdPARTY
1stPARTY
3rdPARTY
Data Driven Audiences

9. Data Driven Maturity Model
Presence
“Reach & Visability”
Results Driven
“Measurable Targets”
Dialogue Optimization
“Attribution of touchpoints in
the journey”
Customer Value
“Retention, loyalty”
KPI
KPI
KPI
KPI

10. 2016 - 2017 2018 - 2019 2019 - 2020 > 2020
Maturity Philips Television
Presence
“Reach & Visability”
Results Driven
“Measurable Targets”
Dialogue Optimization
“Attribution of touchpoint sin
the journey”
Customer Value
“Retention, loyalty”
KPI
KPI
KPI
KPI

11. ● Help the shopper find the right TV: a Philips OLED Television, with Ambilight
● Increase traffic to the Philips TV website
● Increase click out from Philips TV website to retailer websites
● Increase active recommendation
Objectives during the first 2 phases

12. What is Ambilight?

13. CRM
CRM
MEDIA
ANALYTICS
WEBSITE
GEO
GRAPHICAL
INTENDERS
BEHAVIOURAL
DEMO
GRAPHICS
Audience
1stPARTY
3rdPARTY
1stPARTY
3rdPARTY
Lesson 1 - Data Driven Audiences – from segmentation to micro targeting

14. Customer segmentation

15. Customer segmentation

16. Lesson 2: shared understanding on insights in shopper behaviour
Diversity in touch points in the customer journey

17. Drive awareness for Philips TV
• October - November 2017
• Main KPI: Unique reach
• Youtube, Instagram, Facebook
Convince consumers to buy Philips TV
• November - December 2017
• Main KPI-s: Visits on campaign page, reseller click out
• SEA, display and social media retargeting

18. Touch Tell Sell Care
Target
audience
Anyone A little commercial interest A lot commercial interest Existing customers
KPI -
Primary
New users Engaged users New customers Customer lifetime value
Result 41M users 2,3M clicks to Philips TV 110.000 click outs to resellers

19. Q4 campaign 2017

20. Lesson 3 - Data Driven means… a lot of complexity
Q4 campaign 2017

21. Lesson 4 - More Data = connect to our marketing eco system
Sell out data
Social media
PR
CRM
Segmentation
Consumer Review
Lifestyle media
Retailer websites
Sell in data
GfK
Investment planning

22. Sales leads via our website generate
significant higher value per sale:
Bigger and more premium TVs
Visitors buy directly after Philips.com on retailers websites
Lesson 5 - Data Driven means ROI driven…?
>49’
64%
<49’
36% Large screen TV
100%
Campaign driven
sales split
55
%
45
%
Non Ambilight Ambilight Ambilight
100%
Normal sales
split
Small screen Large screen

23. Lesson 6 - Central Approach = Faster Learning = faster decisions

24. Lesson 7 - Data Driven approach is management of change

25. ● Help the shopper find the right Philips
Television
● Increase traffic to the Philips TV website
● Increase click out from Philips TV website
to retailer websites
● Increase active recommendation
ü 100% Ambilight and large
screen sales,
Achievements – so far
ü NPS from 2% to 12%
(june 17 vs. apr 18)
ü Visits 38% YTD
ü Clickouts to retail 48% YTD

26. End shot with Philips TV pic
Thanks.