engine for your business programmatic as a growth · all price points all markets all media...
TRANSCRIPT
Programmatic as a growth engine for your business
Questions
Do you have time set aside in your calendar
to test new things?
Do you know what you will learn next week?
Do you work too little?
Do you agree that things change?
Confidential & Proprietary
In a rapidly changing world, the only long-term sustainable strategy and
competitive advantage is to learn things faster than the world changes around you
and translate that learning into relevant innovation...
88%by 2025
Machine Learning
100,000
28 0
...after 4 hours training
Who is, and will be, best placed to place an ad?
The Business Growth Engine
01
04
03
02Define objectivesThe further down the P&L the
better
Steer based on dashboard
Dashboard available to all employees
Consolidate dataAll data sources (ERP, CRM, Analytics, Ads etc) into BigQuery-like environment
Automate allocationAll productsAll price pointsAll marketsAll media channels
Learn & innovateBuild & optimize amazing customer experiences
Craft & optimize magic creatives
Customer
The Business Growth Engine
01
Define objectivesThe further down the P&L the
better
Optimize the right metric
Budget Cost per % Sales % Profit LTV Profits
Segment Expected Profit Total Customer Profit Percent of Total
1 $140 $66,034,300 81%
2 $18 $8,602,200 11%
3 $7 $323,150 4%
4 $4 $189,120 2%
5 $3 $128,430 2%
Total $34 $81,063,400 100%
The top 20% of your customers will drive ~80% of profit
The Business Growth Engine
02 Consolidate dataAll data sources (ERP, CRM, Analytics, Ads etc) into BigQuery-like environment
The Business Growth Engine
03Automate allocationAll productsAll price pointsAll marketsAll media channels
46%
The Business Growth Engine
04
Steer based on dashboard
Dashboard available to all employees
The Business Growth Engine
Craft & optimize magic creatives
The Business Growth Engine
Build & optimize amazing customer experiences
Checklist to Win With Mobile
✔ C-level engagement(CEO, CFO, CTO/CIO, CMO)
✔ Clear ownership(speed, conversion rate optimization, UX, mobile tech)
✔ KPIs(mobile conversion rate)
✔ Capability(mobile-first)
The Business Growth Engine
Learn & innovate
Learn & innovate
Scout
Pilot
Scale
Lifelong learning plan
Data capture and Visualization
Audience strategy
A/B testing
Search and Display Automation
Dynamic Creative
Content Personalization
Data Driven Attribution
CRM Integration
Inhouse & partners
LTV ModellingEff
ectiv
enes
s
Efficiency
1
2
3
Nascent
Emerging
Connected
Multi-MomentProfit growth
Cost savings
Achieving digital marketing maturity
4
A/B testing as a culture
160% more brand searches per
dollar
The Business Growth Engine
01
04
03
02Define objectivesThe further down the P&L the
better
Steer based on dashboard
Dashboard available to all employees
Consolidate dataAll data sources (ERP, CRM, Analytics, Ads etc) into BigQuery-like environment
Automate allocationAll productsAll price pointsAll marketsAll media channels
Learn & innovateBuild & optimize amazing customer experiences
Craft & optimize magic creatives
Customer
You will never be exactly correct, would you rather be a bit wrong towards the future or the past?
Past Truth Future
Time
There are soon no local markets anymore
Culture eats strategy for breakfast
Action eats everything for breakfast