#3 DMA Digital Breakfast Briefings on 24 July

1. Content is King,
but Context is Ace
3rd Digital Breakfast Briefing
July 24, 2018
Gurugram

2. About censhare

3. Censhare, as a company
• Private company with 15 years
experience
• 350+ employees
• HQ in Munich, Germany
• Present in US, UK, CH, FR, NL and
IN
• 150+ customers with 30,000+ users
• International Partner Network

4. • Universal, Smart Content Management
platform
• Enables Multi-Channel, Multi-
Language, Personalized
Communication
• Empower global brands to engage their
audience by:
• managing product information
• storing and organizing digital
entities and management
• facilitating multichannel publishing
• managing translations
censhare, as a platform

5. Am I future
ready?

6. Indian Digital Landscape

7. Context is changing…
is your content
responsive?
7
What it means:
1. 68% internet users consider
local language digital content
to be more reliable than one in
English*
2. 88% Indian language internet
users are more likely to
respond to a digital
advertisement in their local
language as compared to
English*
*Source: KPMG-Google Indian Language Internet
Implications:
1. Brands cannot afford to miss
the 536 mn future user base
2. Popular CMS platforms will
have to adapt sooner to
avoid redundancy

8. Key Growth Drivers of
Indian Language Internet
Users
8
• Invest in Natural Language
Processing to be ‘Indian
language ready’
• Growth hack in this space to
build compelling IPs before
your competition does it
• Verticals like media, e-tailing
(ecommerce), CPG and BFSI
will have to rethink marketing
automation to remain relevant
for the next 100 mn
customers
• Fix agency eco-system
…What’s in for the brands
Source: KPMG-Google Indian Language Internet
study, 2017

9. Let us understand
Content and Context

10. Conventional Understanding of
Content
Content
Paid Content
(Ads. Etc.)
Owned Content
(websites, blogs, feeds,
brochures, etc.)
Earned Content
(PR, ratings, reviews,
etc.)

11. Content
Conventional
Paid
(Ads, etc.)
Owned
(websites, blogs,
feeds, brochures,
etc.)
Earned
(PR, ratings,
reviews, etc.)
Unconventional
Customer
Data (Profile,
psychographic,
social, etc.)
Transaction
Data
(purchase, history,
campaign
responses, etc.)
Unstructured
Data
(metadata,
sensory data, etc.)
Understanding Modern Content

12. Context
Macro
Traveling Shopping Watching Reading
Micro
Socio-
economic
background
Preferred
language
Temperament,
social outlook,
etc.
Understanding Context
12
AI enabled Automation

13. Sociodemographic
Data
Analytics
Patterns
Profiles
Mail
POS
Portal
Call Center
Shop
Mobile
Sales
Literature
Silo Solution Landscape
ERP
CRM
DMS
Content
Management
Marketing
Resource
Management
Digital Asset
Management
Product
Information
Management
Brand
Management
Web Content
Management
eCommerce
Collaboration
and Process
Management
Digital
Workplace Marketing
Automation
Social Media
Management
Web
Analytics
Print
Management
DMP

14. Contextual delivery needs
breaking content silos

15. Projec
t
Campaig
n
YouTub
e
Websit
e
Baske
Layou
t
Layou
t
Produc
t Produc
t
Group
Produc
t
Translatio
n
Imag
e
Contac
t
Faceboo
k
Contac
t
Tex
t
Issu
e
Compan
y
Movi
e
Use
r
Tas
k
Marketing
PlanGoa
lGoa
l
Ressour
ce
Twitte
r
Translatio
n
Ressour
ce
Campaig
n
belongs
to
ha
s
Budge
t
Information emerges from
relationships
Articl
e

16. 16
A smart platform
Mail
POS
Portal
Call Center
Shop
Mobile
Sales
Literature
Sociodemographic
Data
Analytics
Patterns
Profiles
Business
Communication
Digital Asset
Management
Product
Information
Management
Omnichannel
Content
Management
Brand
Management
Marketing
Resource
Management
Collaboration
and Process
Management
CAS
Salesforce
SAP
Adobe
Google
MS Office
MS SharePoint
MS Dynamics
Oracle
SAP
Adobe
Eloqua
Hubspot
Marketo
Hybris
Magento
Skype
Slack
Facelift
HootSuite
Sprinklr
Krux
Relay42
(like censhare )

17. SPARK 44 JLR case study
HOW DID JAGUAR LAND ROVER
BREAK THE CONTENT SILOS

18. The Business Problem

19. Technology as a Solution
19

20. SPARK 44 Selected an Adaptable
Technology
20

21. Technology at the heart of creative
process
21

22. Spark44 leveraged technology across the
organization
22

23. Resulted into savings of € 50 mn
23…and good governance

24. Praveen Rao
General Manager & SVP
@praveinrao
praveen.rao@censhare.com
Linkedin.com/praveinrao
Till we meet again…