marketing transformation in the digital era · marketing transformation in the digital era march 9,...
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CONFIDENTIAL MATERIAL
Marketing Transformation in the Digital Era
March 9, 2017
Angela Wang, Partner and Managing Director, The Boston Consulting Group
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 2
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Digital trends fundamentally change approach to marketing Omni-channel consumer journeys
40% Looked for inspiration online
Explosion of available data to target customers and prospects
Acceleration toward "real-time" to collect, activate data
Personalization is the "new normal"
53% Compared choices online
34% Sought advice online
Prepared online for offline purchase
> 90%
Customers beginning to expect it in their digital interactions
< 0.5% Of this data is analyzed and used
Of the world's data has been created in the last two years
38%
~ 1 000 Computers used to answer single Google search query
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 3
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Male - Age 30
Cosmetics lover – Teacher Pink- Iphone 6s
Teenager Bouygues - Nokia Lumia 250
Sébastienn
Movie lover - Student SFR 4G - Samsung Galaxy S4
Male - Manchester Woman - Age 40
Woman – Salsa Dancer
Sushi
Male - Gamer
Relevant content, right audience, across its digital journey
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 4
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To adapt, marketers need to shift away from legacy approach
Limited availability and usage
of data – relying on intuitions
Richness of behavioral consumer
data allowing constant feedback
loop on winning strategies
Limited number of messages, for
one broad audience, across few
channels
Targeted and personalized
communication across 100s of
touchpoints, on and offline
Few and simple measurement
frameworks (e.g., GRP for TV)
Multiplicity of measurements,
much more precise
Standardized practices, allowing
significant outsourcing –
especially for media
Renewed strategic value in
Media, requiring new skills and
tighter control over execution
Legacy approaches decline… …creating New Digital Marketing
capabilities
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 5
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Digital marketing requires analytics and data expertise...
140721-Targeting Effectiveness-BMW-SC-v3.pptx 22
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1st Party: More recent visitors to site show higher click and
view-through engagement, though at reduced scale
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.00 2.00 4.00 6.00
Remarket >7days (Floodlight)
Remarket <6hrs (Floodlight)
Remarket <2days (Floodlight)
CTR %
£ CPC
Remarket <7days (Floodlight)
0.00%
5.00%
10.00%
15.00%
0.00 0.05 0.10 0.15 0.20 0.25
Remarket >7days (Floodlight)
Remarket <7days (Floodlight)
Remarket <6hrs (Floodlight)
Remarket <2days (Floodlight)
VTR %
£ CPV
Click performance View-through performance
Combined3a Detailed analysis of techniques: 1st party
Most effective time to retarget users is
immediately after they interact with brand
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Contextual: Channels a good source of clicks at competitive
CPC, but CPV lags behind average
0.00%
0.05%
0.10%
0.15%
0.20%
0.25%
0 5 10 15 20
£ CPC
Keywords
CTR %
Auto Channels
Best Performing Sites
Click performance View-through performance
0.00%
0.10%
0.20%
0.30%
0.40%
0.00 2.00 4.00 6.00 8.00
Auto Channels
Keywords
Best Performing Sites
VTR %
£ CPV
Combined3d Detailed analysis of techniques: Contextual
Av. CPV (combined
scenarios): £1.20)
Av. CPC (combined
scenarios): £8.16
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New sources: Search to display remarketing a valuable new
source of users who click and view-through
0.00
0.02
0.04
0.06
0.08
0.10
30.0010.005.000.00
Search - Generic
Lookalikes
CTR %
£ CPC
YouTube WatchedAnyVid/Subscribed
YouTube Campaigns
Search - Model
0.00 0.50 1.00 1.50 2.00 2.50
0.1
0.2
0.6
0.0
0.7
VTR %
£ CPV
YouTube WatchedAnyVid/Subscribed
YouTube Campaigns
Search - Model
Search - Generic
Lookalikes
YouTube also offers competitive click performance –
potential for client to build size of YouTube audience
Click performance View-through performance
Combined3f Detailed analysis of techniques: New sources
Limited recent material
on YouTube channel ‒
only "Ultimate Driver"
video with significant
number of views in
month prior to study
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Campaign leveraged most control techniques, with Search
remarketing and limited YouTube in the test scenario
2 Study structure & approach
YouTube
Search-to-display
GAP
Custom audiences
KCT
Lookalikes
3rd Party
PMP / site specific
1st party (traditional)
Categories
Sce
nar
ios
1 &
2S
cen
ario
2
✓✓✓✓✓
✗✗✗✗✗
✓✓✓✓✓
✓✓✓✗✗
Previously used? Used in study? Comments
No suitable u-variables built
into website
Layering ✗ ✓Some new layering
techniques included in test
Techniques
Search-to-display remarketing
included
Co
ntr
ol t
ech
niq
ues
Test
tech
niq
ues
Channels (now defunct) used in
order to match past campaigns
Remarketing lists combined to
give comparison by recency
of user engagement
140721-Targeting Effectiveness-BMW-SC-v3.pptx 23
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3rd party: Affinity Segments performed better than most other
techniques for both clicks and views, and at good scale
0.00%
0.02%
0.04%
0.06%
0.00 10.00 20.00 30.00
CTR %
£ CPC
Affinity Segments Lookalikes
0.00%
0.10%
0.20%
0.30%
0.40%
0.00 0.50 1.00 1.50
VTR %
£ CPV
Affinity Segments
Lookalikes
Click performance View-through performance
Combined3b Detailed analysis of techniques: 3rd party
Google Affinity Segments key ingredient in future
campaigns to boost scale whilst retaining performance
Also drove most
digital brochure
downloads in Sc. 2c
Scale 16x larger
than avg. of all other
techniques
Av. CPV (combined
scenarios): £1.20)
Av. CPC (combined
scenarios): £8.16
Lookalikes
significantly weaker
performer than
Affinity audiences
140721-Targeting Effectiveness-BMW-SC-v3.pptx 35
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Frequency: Just 2% of users saw 12+ ads, but these users
generated 20% of clicks, 16% view-throughs, 3% conversions
50%
0% # ads seen2%1%1%1%1%2%3%6%5%9%
19%
52%
50%
0%
7%
46%
10% 4% 5% 4% 3% 2% 2% 1% 1%7% 5% 1%
50%
0% # ads seen3%1%2%2%2%3%
9%7%5%9%
23%35%
50%
0%1%5%10%
2%2%3%4%4%5%7%8%11%15%22%
80% users see
3 ads or less
All users
Users who clicked
Users who viewed-
through
Users who converted(traditional conversions)
1 2 3 4 5 6 7 8 9 10 11 12+
% of users
% of users
% of users
% of users
4b Additional drivers of performance: frequency All users
Just 2% users see
12 or more ads...
# ads seen
20 50 100
1 2 3 4 5 6 7 8 9 10 11 12- 21- 51-
...but 13% users
who clicked see
12 ads or more...
# ads seen
20 50 100
1 2 3 4 5 6 7 8 9 10 11 12- 21- 51-
20
1 2 3 4 5 6 7 8 9 10 11 12-
...16% users who
view-through see
12 ads or more
...3% users who
converted see 12
ads or more
140721-Targeting Effectiveness-BMW-SC-v3.pptx 29
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Best of each tactic: 1st party remarketing best performer but
but at limited scale
0.00%
0.10%
0.20%
0.30%
0.00 2.00 4.00 6.00 8.00
CTR %
£ CPC
Remarket <6hrs (Floodlight)
PMP Telegraph
PMP Telegraph + Affinity Segments
Affinity Segments
Search - Model
Best Performing Sites
Click performance View-through performance
0.00%
5.00%
10.00%
15.00%
0.00 2.00 4.00 6.00 8.00
Search - Generic
Affinity Segments
PMP Guardian
£ CPV
Keywords +
Affinity Segments
Remarket <6hrs (Floodlight)
VTR %
Keywords
Best Performing Sites
Scale and performance can be driven by mix of website
and search remarketing, Affinity Segments, and Telegraph
Combined3g Detailed analysis of techniques: Best in class
Layered3rd party PMPContextual1st party New sourcesSize of bubble = # of impressions
3rd best CPC but
worst CPV
Remarket < 6hrs has strongest
performance in driving users to
visit BMW website
140721-Targeting Effectiveness-BMW-SC-v3.pptx 31
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Optimisation: Campaign line-items and mix were optimised in
3 phases to maximize overall performance
0
5,000,000
10,000,000
15,000,000
17117 219 1064
Impressions
2214 16128 24 2518 291915 2320 26
June 2 – June 30
132 2753 28 30
Scenario 1
Scenario 2
Both scenarios
Conduct changes to
line-item mix and
ensure pacing on target
Ensure all line
items
operational
Optimization
31
Implement line-item
optimisation based on
metric correlation analysis
2
4a Additional drivers of performance: optimisation
140721-Targeting Effectiveness-BMW-SC-v3.pptx 39
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Bid price: CPC did not improve with more expensive inventoryLowest CPC occurred for inventory < £2.40 CPM
1.0
2.5
2.0
1.5
0.05%0.5
0.0 0.00%
0.15%
0.10%
0.20%
0.25%
£ CPM
£8.00+
0.2
0.24%
£7.20-
£8.00
0.1
0.15%
£6.40-
£7.20
0.1
0.13%
£5.60-
£6.40
0.1
0.11%
£4.80-
£5.60
0.2
0.07%
£4.00-
£4.80
0.4
0.07%
£3.20-
£4.00
0.5
0.06%
£1.60-
£2.40
1.5
0.05%
£0.80-
£1.60
2.2
0.03%
£0.00-
£0.80
1.2
0.02%
# of impressions (millions) % CTR
0.05%
0.6
£2.40-
£3.20
11.23
7.718.08
6.826.29
0
5
10
152.5
0.0
2.0
0.5
1.5
1.0
# of impressions (millions) £ CPC
£ CPM
£8.00+
0.2
£7.20-
£8.00
0.1
6.18
£6.40-
£7.20
0.1
£5.60-
£6.40
0.10.2
6.22
£4.00-
£4.80
0.4
£3.20-
£4.00
0.5
£1.60-
£2.40
1.5
3.86
£0.80-
£1.60
2.2
3.36
£0.00-
£0.80
1.2
3.08
£2.40-
£3.20
4.64
0.6
£4.80-
£5.60
Higher priced inventory appears
to drive a higher CTR...
...but not high enough to cover the
incremental cost of inventory
4c Additional drivers of performance: bid prices All users
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 6
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...it also requires deep change management
Strategic alignment
Media planning / allocation
RFP, vendor engagement
Tagging set-up Ad-tech set-up Campaign Execution
Continuous learning
DSP
Ad server
GAP
Search
CRM
Brands/CMO co-led Digitas Led Brands owned / DSP-driven
Brands Led Tech-partners co-led DSP led
Campaign planning
Creative
development
Media plan (v1)
Media plan (v2)
Sanitized client example
Lack of specified media allocation
Rework in media plan
Inability to manage vendors
Challenge syncing creative
Lack of alignment on KPI strategy
Difficult to drive due to multiple owners
Mid-flight campaign changes
Inconsistent tagging
Lack of strategic planning
Inability to drive targeted RFPs
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 7
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Six areas where Best-in-Class companies excel
Aligned Org Structure
A highly aligned and effective org structure that creates speed, agility and transparency in digital execution Org structure that promotes rapid
decision making and experimentation
Talented Partners /Agencies
Partners and agencies that utilize rigorous test, measure and learn methods to maximize ROAS
Agencies and partners that are aligned in driving the digital strategy
Holistic Data Strategy
Forward thinking data strategy that optimizes and leverages paid, owned, and earned data
Competitive advantage through unique customer insights
360 Touchpoints understanding
Clear understanding of all consumer touchpoints and their impact on consumer choices and ROI
Appropriate budget allocation across touchpoints, end-to-end view
Personalized Activation and best-in-class execution
Personalized touchpoints, optimized spend of each individual channel
Relevant and optimized messages and spend
Enabled teams
Digital-savvy Marketers – Digital & Data at the core of ways of working, not on the side
Revised ways of working, upskilled Marketers to enable execution
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 8
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AIRLINE Rebalanced digital spend to optimize ROI across four countries
Recent programs drove significant increase in digital ROI
RETAIL
increase in ROI
Digital omni-channel deep dive Refined display, video, mobile, email
25%
FMGG
AUTOMOTIVE OEM
Company-wide digital marketing transformation
lower cost
50%
Global health check, digital pilots, and capability building
30% yield Increase
lower cost
40% 35% effectiveness gain value in-year
$200 M
FINANCE
WIRELESS
INFO. SERVICE
BIO-TECH
HOME SERVICES
AUTOMOTIVE OEM
Live campaign optimization utilizing advanced targeting
Comprehensive digital health check across email, search and display
Optimization of video and display through advanced techniques
Display optimization with emphasis on advanced geo-targeting
Optimization of campaigns through advanced top-of-funnel techniques
Setup and ran series programmatic pilot campaigns using advanced tactics
performance improvement 50%
yield Increase 60%
effectiveness gain 14%
decrease in CPA
40%
more web traffic 20%
waste reduction -15%
increase in engagement
40%
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 9
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China digital landscape and digital marketing practices
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 10
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0.6
1.6
0
1
2
3
China E-commerce GMV (Tn, USD)
+20%
+54%
2020 2015 2010
0.1
30% of private consumption growth
42% of private consumption growth
Other retail at 9%
Other retail at 6%
3 15 24
1 51 74
E-commerce as a % of private consumption
Mobile e-commerce as a % of total e-
commerce Source: iResearch, BCG analysis
42% of urban private consumption growth will go online
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 11
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Multiple levels of digital penetration by category
11
1511
19 16 166
4
35
15 14
5 8 7 106 5
70%
80%
90%
0%
60%
100%
3
Fresh product
s
90
F&B
84
Apparel
54
74
Large applianc
e
75 76
Household sundries
% of household discretionary spend
Baby product
s
Skincare/ Cosmetics
70
Small applianc
e
offline
mobile
PC
Personal / home care
93
77
Source: BCG 2015 Omnichannel Consumer Research Survey, BCG CCCI, BCG analysis
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 12
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Fragmented purchase pathway, mobile, EC, and social-driven
Shelf display
Top 3 e-tailers
Traditional media
In-store sales and
services
Word of mouth
Other retailer and
brand sites
Other apps / sites
Price comparison, rating
sites
Social media
Product display and
usage
In-store sales and
services
EC promo
Word of mouth
Top 3 e-tailers
Other online shopping
activities
Social media
Other mobile apps
Price comparison, rating sites
Order consolidation for free delivery
Other websites
Super market Shopping mall
Wet Market
Hyper market Other offline CVS Taobao/Tmall JD.com Other online Other apps Yihaodian
Cash / credit card digital payment of off-
line shopping
Coupon / VIP card
digital payment of on-
line shopping
credit card pay upon delivery
self take
off-line shipment on-line delivery on-line self take
None
coupon / points offline WOM online WOM on-line return
offline return
Online to online
Offline to offline
Mixed online offline
Online
Offline
Discovery Research Purchase Payment Delivery After-sales
Source: BCG 2015 Omnichannel Consumer Research Survey, BCG CCCI, BCG analysis
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 13
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38% 40%
50% 44%
10%8%
4%
ROPO
Showrooming
Online solo
Store solo
China 2015
5%
China 2014
% of respondents
Worldwide average1
Online sales
ROPO
17%
46%
18%
41%
Online sales 12%
Online sales 15%
"Where have you bought the last item purchased? Where have you researched it?"
Note: 1. China excluded Source: BCG 2015 ad hoc study (10'000 respondents in 10 countries)
Even for luxury, consumers heavily rely on digital
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 14
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No
Yes, occasionally
Yes, frequently1
72% of consumers use Social Media to interact with their favourite luxury brands
1. At least one Social Media used more than once per day Source: BCG 2016 ad hoc study (12,000 respondents in 10 countries)
% of respondents
Overall
Baby B. & Silver Gen. X
By generation
Millennials
By nationality
16%
57%
28%
64%56%
29%
14%16%
24%
23% 28%
47%
70%62%
51%
32%
12%16%
15%
17%
18% 23%34%
51%
14
72%
"Do you use Social Media to interact with luxury brands?"
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 15
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WeChat a very high frequency interactive platform
1. Tencent QQ 2. Sina Weibo Source: BCG 2016 ad hoc study (12,000 respondents in 10 countries)
"How frequently and which Social Media do you use to interact with luxury brands or social media peers to share opinions?"
15
0%
10%
20%
30%
40%
50%
Frequency of usage
Users (% of respondents)
≥1 time per day
≤1 time per week
1)
2)
Focus on Content
Focus on Interaction/Service
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 16
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Mature data mining and CRM service tools to
leverage, lack of data integration from
different platforms
DMP emerging, tagging consumers by multiple dimensions including social, buying, media
view, etc.
Off-line retailers still rely on
partnership to deliver to door
EC delivery strongly supported by leading logistics supplier
Mature EC delivery model
Cross-channel service covering online and off-
line
Payment as link with financial services
B&M retailer omni-channel solution immature
Social media
Mobile EC fast growing
Vertical players still sub-scale
Live broadcasting
Oligopoly in EC OTV
Digital players evolving to become digital ecosystems
Origination Conversion Transaction Delivery After-sales
Baidu Alibaba Tencent
Internet celebrity / KOL
1
2
3
4
6
7
8
9
10
11
15
16
12
13
14
Short video 5
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 17
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Our Project Our Project What makes China a uniquely data rich environment? • More and richer data across all 1st, 2nd, and 3rd party sources
• Significant share of data is deterministic (device ID, publisher ID) – not cookies
Unmatched CRM assets:
• Most consumer facing advertisers have massive CRM data base ...
• ... enabled by ubiquitous data collection (e.g. sales rep obtaining data in-store)
• 70%+ of purchases can be captured by CRM
• Data elements (such as ID) activatable directly by publishers
1st: CRM data
B&M retailer data
• Openness from retailers (and other qualified data owners) to data sharing
E-commerce sales data
• Platforms monetize massive ecomm data
2nd: Retailer / EC data
Social Media: deterministic data on age, gender, education, socio-demo
• Leveraging broad base of ecosystem assets from social, OTV, Taxi, other lifestyle touchpoints to form custom data audiences
Data agencies: Readymade PIIs from Telecom to boost targeting
3rd: Very qualified
China is among the most data-rich environment in the world
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 18
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Other walled gardens ...
No connectivity across the walled gardens Data never leaves the walled garden "Black box" approach to data, tracking Difficult to shape consumer journey across media 4-10 different ad-techs, vendors to manage for every campaign
!
!
!
Thematic limits
!
!
However, Chinese walled gardens limit the usage of data
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 19
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Many core precision ad pillars are achievable today: • Digital segmentation • Data-driven targeting • Personalized creatives • Real-time optimization
To drive scalability & speed-to-impact, valuable to prioritize -- place key bets on 2-3 ecosystems as the most important "personalizable" environments • Learn and execute better than anyone else in the market
To achieve this vision, need 3 building blocks • Lay data & tech foundation needed to execute precision marketing • Design high value precision use-cases to help brands drive the business • Embed sustainable operating model to simplify operations; up-skill the organization
Precision marketing holds transformative promises in China
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 20
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Case study: Launched precision marketing in China
2016: PIONEER PRECISION MARKETING 2017: SCALE TO THE BUSINESS
TOTAL VISIBILITY OF BIG MEDIA'S DATA ASSET (e.g. who has qualified data; who does not)
EXPAND PRECISION MARKETING TO ALL DIGITAL CAMPAIGNS ACROSS BRANDS
DIRECT CONTROL OVER TARGETING (marketers hand selects data targets; not the publisher)
DEEP UPSKILLING OF DIGITAL & MARKETING MANAGERS
MORE PERSONALIZED COMMUNICATIONS (From generic creatives to differentiated messaging)
SOLIDIFY WAYS OF WORKING WITH MEDIA PARTNERS AS THE NEW NORM
REAL-TIME PERFORMANCE OPTIMIZATION (No more blind-spot; monitor & steer performance live)
SIMPLIFY INTERNAL OP. MODEL TO REDUCE COMPLEXITY
Worked closely with the ecosystem ...
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 21
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Case study: What is different about precision marketing
FROM ... ... TO
Targeting context & demo (Age & gender centric)
Smarter targeting Targeting People while maintaining Reach (using purchase, social, search, demo signals)
Generic creatives (same for all)
More personalization
Personalized message & ad journey
"Black-box" ways of working with ecosystems
More transparency Planning led by brand team; real-time reporting during execution
Limited sharing More from retailers Data & insight sharing
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 22
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Case study: Smart targeting
RESERVE AD SPACE BUY QUALIFIED AUDIENCES
Quality seeker
World traveller
Sporty outdoor lover
Display
Banners
Video window
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 23
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Case study: More personalization
Quality seeker
World traveller
Sporty outdoor lover
Characteristics: Characteristics: Characteristics:
Hiking
Yoga
Nature
Running Functional
On the road
Flight
Multi-purpose
Handmade
Material
Details Classic
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 24
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Case study: Real time user analysis to optimize tagging
Additional high performing audience tags identified: "Young mom"
Immediately added new tags and developed Mom creative to improve performance
0
100
200
300
0 20 40 60 80 100
Tag concentration (%)
Target effectiveness (TGI)1
Segment H
Segment B
Segment L
Segment E
Segment F
Quality seeker
Sporty
World traveller
Young mom
Segment N
Segment I
0.0
0.5
1.0
1.5
CTR(%)
Day 4 Day 3 Day 6 Day 2 Day 1 Day 5
Primarily Selected
Not selected
Added "Young mom" tag
Young mom
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 25
CONFERENCE SHARING
Case study: More relevant messages
MASS COMMUNICATION
MASS TARGETING, PERSONALIZED CREATIVES
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 26
CONFERENCE SHARING
Case study: Real-time tracking
Access to DSP for real time reports & optimization Reports by XXX on weekly basis
Impression by market 日期 排期编码 广告位类型 地域定向 频次控制 终端定向 曝光 UV
20160829 DMP人群包定向 移动前贴片 杭州市 3次/全周期 iPhone,aPhone 28060 14291
20160830 DMP人群包定向 移动前贴片 杭州市 3次/全周期 iPhone,aPhone 49240 26866
20160831 DMP人群包定向 移动前贴片 杭州市 3次/全周期 iPhone,aPhone 33363 20313
20160901 DMP人群包定向 移动前贴片 杭州市 3次/全周期 iPhone,aPhone 25828 15765
20160829 DMP人群包定向 移动前贴片 深圳市 3次/全周期 iPhone,aPhone 132803 63600
20160830 DMP人群包定向 移动前贴片 深圳市 3次/全周期 iPhone,aPhone 137794 73527
20160831 DMP人群包定向 移动前贴片 深圳市 3次/全周期 iPhone,aPhone 67418 38733
20160901 DMP人群包定向 移动前贴片 深圳市 3次/全周期 iPhone,aPhone 73570 43891
20160829 DMP人群包定向 PC前贴片 杭州市 1次/全周期 11656 11571
20160830 DMP人群包定向 PC前贴片 杭州市 1次/全周期 64164 63643
20160831 DMP人群包定向 PC前贴片 杭州市 1次/全周期 37499 37283
20160901 DMP人群包定向 PC前贴片 杭州市 1次/全周期 16838 16710
20160829 DMP人群包定向 PC前贴片 深圳市 1次/全周期 49879 49602
20160830 DMP人群包定向 PC前贴片 深圳市 1次/全周期 157748 156588
20160831 DMP人群包定向 PC前贴片 深圳市 1次/全周期 80395 79756
20160901 DMP人群包定向 PC前贴片 深圳市 1次/全周期 84232 83674
Impression by device
日期 排期编码 广告位类型 地域定向 内容定向 频次控制 终端定向 曝光 UV
20160831 移动前贴片 广州市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游3次/周 iPhone,aPhone 118734 70349
20160829 移动前贴片 广州市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游3次/周 iPhone,aPhone 113343 67195
20160901 移动前贴片 广州市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游3次/周 iPhone,aPhone 106513 67365
20160830 移动前贴片 广州市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游3次/周 iPhone,aPhone 113526 64597
20160829 移动前贴片 南京市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游3次/周 iPhone,aPhone 113299 56520
20160831 移动前贴片 南京市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游3次/周 iPhone,aPhone 83800 48209
20160901 移动前贴片 南京市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游3次/周 iPhone,aPhone 13453 9115
20160830 移动前贴片 南京市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游3次/周 iPhone,aPhone 98052 52138
20160831 PC前贴片 广州市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游1次/周 103849 103505
20160829 PC前贴片 广州市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游1次/周 173756 173099
20160830 PC前贴片 广州市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游1次/周 178013 177573
20160901 PC前贴片 广州市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游1次/周 69383 69225
20160831 PC前贴片 南京市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游1次/周 77340 77070
20160829 PC前贴片 南京市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游1次/周 88294 87888
20160901 PC前贴片 南京市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游1次/周 14841 14770
20160830 PC前贴片 南京市 电影;电视剧;综艺;娱乐;音乐;时尚;生活;母婴;旅游1次/周 87981 87643
常规OTV投放
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 27
CONFERENCE SHARING
Case study: Continuous consumer journey in ecosystem
If clicks
Landing page
If clicks
Landing page
If clicks
Landing page
Thematic video ad promoting perfume
(15')
A product banner recalling what she
saw
A video detailing the look that goes with the perfume
One month later if clicked
If completes video but
doesn't click
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 28
CONFERENCE SHARING
Case study: In soft launch, higher performance from precision marketing across metrics
OMG
Higher engagement & buy rate ...
xxX CTR xxX landing rate1 xxX Action rate2
xx X CTR xx X landing rate1 xx X Action rate2
xx X CTR xx x landing rate1
xx x Action rate3
....Lower cost of acquisition &
purchase
- xx% CPA improvement
- xx% CPA improvement - xx% CPA improvement
Cost lower due to the fact that we pay what we want in precision marketing, vs. mass "carpet bombing" approach in conventional digital buys
Precision buys vs. conventional digital
buys
1 2 3
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 29
CONFERENCE SHARING
Reach: Precision is able to deliver reach at scale
Total Internet User: 800 M
Conventional
xxx M
UV Reach
Precision
xxx M UV Reach
OMG xx M
Reach via precision buys
xx M
xx M
Despite slightly lower total reach, Precision approach
delivers high on-target reach at scale, as evident in the
higher engagement &
purchase ratios
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 30
CONFERENCE SHARING
Business results: structured match-market study
Group 3
Group 4:
Group 1
Group 2
'Control' city
Group 1 CITY CITY
Group 2 CITY CITY
Group 3 CITY CITY
Group 4 CITY CITY
'Test' city
Traditional marketing (TV+Print+Outdoors)
Direct OTV buys
Same as control
Add Precision OTV buys with xxx, & Social buys with
xxx
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 31
CONFERENCE SHARING
Business results: POS data show faster growth in precision marketing markets
Sales weighted growth comparison between Test & Control cities
XX%
Test
Control
Week1 week6 week12
Precision campaign launch
Sales growth velocity (Cumulative sales indexed to sales at launch of campaign)
Growth difference since
launch
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 32
CONFERENCE SHARING
Vision: Completely new ways of digital marketing
CRM
Who to target?
Where to target?
How to target?
Integrated Data Insights from data Targeting Landing & tracking
Land on EC for more traffic
Tracking entire consumer journey: impression conversion transaction
More data to capture
More insights from tracking & analysis
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 33
CONFERENCE SHARING
Process: 20 weeks to onboard stakeholders to "the new way"
Planning Setup Optimization ...
Target audience selection & sizing
Digital partner evaluation & selection
Consumer journey design
Overall program management of design, set-up, and measurement
Design of match market study
Finalizing pricing & booking
KPI & reporting cadence alignment
Soft-launch to de-risk
Site tagging setup
Tracking setup
Buying platform setup
Regular campaign performance review (led by partners using client issued standard reporting)
Post campaign learning (led by partner & agency)
– Match-market results (compiled by digital team)
Campaign execution
(the precision ad
way)
Process & tools
rolled out
Full launch Soft launch
Weekly performance report template
End of campaign learning compendium
Brief & reporting templates
Roles & responsibility recap
Digital marketing innovation - BCG presentation - 9Mar17-vs.pptx 34
CONFERENCE SHARING
Key Actions to Win: End-to-end Transformation of Marketing
Data acquisition
Insights & Segmentation
Messaging Activation Measurement
Create new role of Marketing in data acquisition
Through own assets (website, app, ads) and partnerships
Reinforce the A/B test mindset
Generate insights based on very granular data
Leverage billions of interactions with digital
assets - rather than focus groups
& surveys
Democratize the usage of data
Data & Analytics central to all
Marketers' job – need to build new
habits
Move to a "Content Factory" Producing
personalized content and storytelling
Create content based on Data – less intuitions
Real-time feedback loop from consumers
Develop a "Always-on" mindset
Optimize performance on an ongoing basis
Use micro-targeting across digital journey
Build richer set of KPIs and measurements