programmatic - it was never about technology but changing human behavior
TRANSCRIPT
MAYUR GUPTA | @INSPIREMARTECH
FINDING THE HUMAN WITHIN
PROGRAMMATIC
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
We don’t believe in digital marketing, we believe in ‘Marketing in a Digital World’
Clive Sirkin, CMO of Kimberly Clark
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
CHANGE
HAS HAPPENED
EVERYTHING IS DIGITAL
KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
DRIVING AND IN FULL CONTROL
NO LONGER THINKS ABOUT TECHNOLOGY
CONFIDENT IT WORKS FOR HER
8
NEW ROLE FOR TECHNOLOGY
KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
EMBRACE
DATA & MARKETING TECHNOLOGY
KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
MOST BRANDS & AGENCIES
CHANGE = MORE RISKIS OFTEN A FLAWED ASSUMPTION
KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
KIMBERLY-CLARK | COMPANY CONFIDENTIAL | DRAFT | INCOMPLETE WITHOUT ACCOMPANYING COMMENTARY
MOST BRANDS
F R A G M E N T A T I O N
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
. DIGITAL MARKETING
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
. DIGITAL MARKETING
. ORG & OPERATING MODELS
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
. DIGITAL MARKETING
. ORG & OPERATING MODELS
. CHANNEL OBSESSION
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
U M A N
H
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
U M A NH
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
P R O G R A M M A T I C
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
Courtesy www.altitudedigital.com
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
DATA = NEW PLANNING TOOL
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I CM Y S T E R Y
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
BEYOND THE MEDIA BUY?
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
WHAT ABOUT HER EXPERIENCE?
ALWAYS ON SHOPPER
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
CHANGING CONSUMER BEHAVIORS
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
UNTAPPED D A T A
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
CONVERGENCE BEYOND PAID MEDIA
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
THE OMNI CHANNEL REALITY
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
Getting her the best productat the best priceat a time, location and touchpointof Her choice
The future has already arrived, it’s just not evenly distributed YET
-William Gibson
F I N D I N G T H E H U M A N W I T H I N P R O G R A M M A T I C
MAYUR GUPTA | @INSPIREMARTECH
THANK YOU
GLOBAL HEAD, MARKETING TECHNOLOGY & INNOVATION, KIMBERLY CLARK