Learn more about Insights2020, a global initiative by Millward Brown Vermeer, focused on uncovering the drivers of customer-centric growth and helping marketing leaders: - Define the role of insights & analytics in driving business strategy and growth - Build and organize the function for success - Emulate the leadership competencies and behaviours of over-performing organizations

1. 22nd September 2016 | Hong Kong

2. Introductions
Benoit Garbe
Senior Partner, Head of AMAP
Millward Brown Vermeer, WPP Group
Neil Basu
Head of Research, APAC
LinkedIn

3. IMAGINE 2020

4. My “LinkedIn”

5. Who we are

6. Growth Strategy

7. Growth Strategy

8. Brand Purpose

9. Brand Purpose

10. Marketing Organization

11. Marketing Capability

12. Brand Valuation & ROI

15. Insights2020 video

16. Welcome to the connected society
212 Billion
Sensor enabled
devices
2008 2015 2020
7
Billion
25
Billion
50
Billion
Connected devices
!
Connected
Society
Data People
Process Devices

17. Traditional value drivers no longer provide
competitive advantage
1900 -
1960
1960 -
1990
1990 -
2010
2010 -
PRESENT
Age of
Manufacturing
Age of
Distribution
Age of
Information
Technology
Age of the
Connected
Customer

18. Everybody talks about Customer Centricity

19. HOW
to achieve
Customer
Centricity?
WHAT
are the drivers
of Customer
Centricity?
Insights2020 Focus

20. The Insights2020 Coalition
Founding Partners Advisory Board
Keith Weed
Unilever
Sir Martin Sorrell
WPP
Diego Scotti
Verizon
Tony Fagan
Google

21. 60 Markets
337 Vision Interviews
10,495 Survey Respondents
• LinkedIn Behavioral Analysis
• Wharton Crowd Sourcing
• 8 Global research teams
• Cross-industry, Cross-function
Largest and most global I&A study ever conducted

22. Tor Petersen
Go Pro
Head of APAC Sales
& Marketing
Shakir Moin
Coca cola
SVP CMO China
Bessie Lee
WPP
China CEO
Mike Zhang
Kimberly Clark
Managing Director of
China
Zheng Zhang
Autohome
Marketing Director
Zhanshu Liu
Audi
Head of Strategy
Wei Hao
Ifeng
Marketing VP
Rongfeng Lin
New Oriental
Education
CMO
Connie Tao
L'Oréal
Head of CMI
Chris Tung
Alibaba
CMO
Christine Xu
McDonald’s
CMO
Helen Zhou
Sephora
CMO China

24. Opportunities
Insights into
action across all
touchpoints
Behavioral
Data
Personalization
Brand
Purpose
Especially true
for overperformers

25. Challenges
Internal silos &
bureaucracy
Legacy of
structure &
functions
Making
sense of
data
Recruiting
wholebrain
people
Especially true for
underperformers
Especially true for
overperformers

26. Key dimensions of Customer-Centric growth
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
INSIGHTS
ENGINE
CUSTOMER
OBSESSION

27. Key dimensions of Customer-Centric growth
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
INSIGHTS
ENGINE
CUSTOMER
OBSESSION3x more (85% vs 29%) 4x more (87% vs 22%)
4x more (51% vs 12%)

28. Customer-Centric growth—Total Experience
1. Purpose-led
2. Data-driven customization
3. Touch point consistency
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
INSIGHTS
ENGINE
CUSTOMER
OBSESSION

29. Link everything to a
clear brand purpose
80%
32%
Driver 1.
Purpose-led

30. Creating experiences based
on data driven insights
Driver 2.
Data-driven customization
32%
73%
31%

31. I&A to drive consistency
across all touch points
Driver 3.
Touch point consistency
32%
64%
29%

32. 64%
40%Global Average
China Average
Touch point consistency

33. Customer-Centric growth—Customer Obsession
4. Embraced by all
5. Leadership priority
6. Collaboration
7. Experimentation
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
INSIGHTS
ENGINE
CUSTOMER
OBSESSION

34. Customer Centricity
is fully embraced by
all functions
Driver 4.
Embraced by all
79%
13%

35. Customer Centricity
is a top priority for
leaders
Driver 5.
Leadership priority
91%
48%
Incentives are
based on customer
related KPIs
45%
24%

36. Work closely with
customers
Driver 6.
Collaboration
72%
45%

37. Embracing risk and
experimentation
Driver 7.
Experimentation
40%
13%

38. Embracing risk and
experimentation
Driver 7.
Experimentation
40%
13%

39. 54%
30%Global Average
China Average
Leadership Priority
34%
19%Global Average
China Average
Experimentation

40. Customer-Centric growth—Insights Engine
8. Leading role of I&A
9. Unlocking the power of data
10. Critical capabilities
CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
INSIGHTS
ENGINE
CUSTOMER
OBSESSION

41. I&A leading the
business
Driver 8.
Leading role of I&A
51%
18%
I&A reports into
the CEO
29%
12%

42. Linking different data
sources to distil
insights
Driver 9.
Unlocking Power of Data
67%
34%
THE ECONOMIC GRAPH

43. Business Sense
Driver 10.
Critical capabilities
75%
50%
‘Wholebrain’
thinking
71%
42%
Storytelling
61%
37%

44. 29%
13%
Global
Over Performer
China Average
I&A reports into CEO
Global
Over Performer
China Average
‘Wholebrain’ thinking
71%
45%

45. NOW what?

Focus on products
and services
Focus on Total
Experience

46. NOW what?

Focus on
DETAILS of data
Focus on
ACTIONABILITY of data

47. NOW what?
Deliver to
customers
Co-create and innovate
with customers


48. 45%
53%
61%
+8%
+2%
+3%
Total Experience
• Purpose-led
• Data-driven customization
• Touch point consistency
• Leading role of I&A
• Unlocking the power of data
• Critical Capabilities
• Embraced by all
• Leadership priority
• Collaboration
• Experimentation
Customer Obsession
Insights Engine
Revenue Growth
Potential
+2.8%
73%
49%
53%
+2%
+5%
+3%
+9%
-6%
-2%
+3%
-7%
-9%
-6%
-2%
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
SCORE
GAP vs
BENCHMARK AMBITION
+5%
63%
75%
61%
34%
+5%
+3%
+4%
+6%-2%

49. CUSTOMER
CENTRIC
GROWTH
TOTAL
EXPERIENCE
INSIGHTS
ENGINE
CUSTOMER
OBSESSION
Unlocking your customer centric growth

50. benoit.garbe@mbvermeer.com

51. Connect the world’s
professionals to make them
more productive and successful
LinkedIn Mission Statement

52. 78%
read content on LinkedIn at least
once a week

53. Growth requires alignment on brand purpose
PUBLISHING PLATFORM
Empower your leaders to communicate directly
with
key stakeholders, employees,
and prospective talent
Thought Leadership
ELEVATE
Leverage your employees’ collective influence
to share content
that is “on brand”
Employee Activation

54. Growth requires personalized experience at scale
ORGANIC / SPONSORED
CONTENT
The most effective platform for
marketers to engage with
professionals
Content Marketing
SALES NAVIGATOR
Empower your sales teams
with social intelligence and content
to share
Social Selling

55. Overperformers leverage the multiplication effect
More likely to be over-
performers
LI Sales Navigator
(Social Selling)
LI Marketing Solutions
(Brand Activation)
8X
More likely to be
over-performer
3x
Leveraging LinkedIn for
Marketing OR Sales
Leveraging LinkedIn for
Marketing AND Sales

56. Q&AS E S S I O N

57. THANK YOU