mma leadership forum brasil 2017

PowerPoint Presentation

MMA a Modern Marketing Association. Conhea o mais sobre o MATT e como a MMA pretende remodelar o futuro do marketingGreg StuartGlobal CEOApril [email protected] Marketing Association

2Our World has Changed

Todays Focus3

1. Who is the MMA (and why it matters)?2. What does it Take to Build a new Marketing Channel?3. How do you Extract Value from it

MMA is 800+ Members Representing the Mobile/Marketing Ecosystem in 2+ dozen Countries4

AgenciesMarketersMedia SellersTech Enablers

MMA Purpose:

To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement.

5

Whos behind the MMA6CMO of GMCMO of T-MobileCMO AllstateCMO of ChobaniCMO of SamsungCMO of Dunkin BrandsCBO of JP MorganGlobal Media UnileverGlobal Marketing Officer MarriottOthers

$17 billion in Marketing SpendGlobal CRO - FacebookGlobal CRO - SnapchatPresident, Google N. Amer.9 other company CEOs

$125B+ in Marketing Revenue

MMA Global Board of Directors

John CostelloChairFormer Pres., Global Mktg & InnovationJack PhilbinGlobal Vice ChairCo-Founder & CEOCarolyn EversonGlobal SecretaryVP, Global Mktg SolutionsStephen McCarthyGlobal TreasurerCFOCameron ClaytonGlobal Chair EmeritusCEO & General ManagerGreg StuartMMA PresidentCEOLuis Di ComoExec Comm at LargeSVP, Global MediaSanjay GuptaExec Comm at LargeCMO

Pete BlackshawGlobal Head, Digital Mktg & Social MediaSusan CanavariChief Brand OfficerTom ChavezCEO & Co-FounderMarc MathieuCMOPeter HamiltonCEOKellyn KennyVP, Marketing Jeff LucasCROPeter McGuinnessChief Mktg & Brand Officer

John KosnerEVP & GM, Digital & Print MediaIlonka LavizGlobal Digital Mktg Dir., Global eBusinessBill LonerganCEODave Morgan CEO

Will Kassoy CEOIvan PollardSVP, Strategic MarketingTim MahoneyCMODipanshu SharmaFounder & CEO

Andrew SherrardCMOTom KenneyCEOKarin TimponeGlobal Mktg OfficerAlberto Banano PardoLATAM Regional RepFounder & CEOErnesto EcheverriLATAM Regional Rep:Dir. Mktg USA, Canada & CaribbeanJohn TrimbleCROMichael DonnellyNA Regional RepSVP, Global Digital Marketing

8

They are with usMobile is potentially the greatest transformation in consumer behavior that well see in our lifetimeMobile is not a fad, or incremental improvement; it is a fundamental change in the infrastructure of how companies connect to consumers

Todays Focus9

1. Who is the MMA (and why it matters)?2. What does it Take to Build a new Marketing Channel?3. How do you Extract Value from it

Elements to Building a New Marketing ChannelWhat is the MMA Focused do to Support you?10

Mobiles Positioning is Powerfully Unique:11

Mobile is the Closest You Can Get to Your Consumer

Its not just the amount of time we spend though. Its about what we do with it. And its really personal

You can be a celebrity or an average Joe, but you still feel the need for a selfie.In the end mobile empowers us to do more/new things and do these things better. Thats not only because my smartphone is a powerful computer, but because for the first time, technology in NOT TECHNICAL so I can really use it.Thats why we love our phones, we do really cool S#$%# with them and there is nothing stopping this.

11

Yes, Mobile is unique12

Elements to Building a New Marketing Channel13

I

What is the real value of being closer?MMA looked at that ? with a $3M research program14SMoX.me = Smart Mobile Cross Marketing Effectiveness Studies

SMoX has analyzed 10 in-Market Campaigns15

Association of National AdvertisersAmerican Association of Advertising AgenciesPartners

2

TVPrintInternetFSICinemaSocialOOHMobileDisplayDisplay, video, socialDisplay, video, native, location Display, audio, video socialDisplay, video, socialDisplay, video, socialDisplay, video, socialDisplay, RM, Weather targeting, social, video Display, Video, behavioral, retargeting, location, contextual

SMoX is Full-on, All Media, Sub-Channel Attribution16

How many people can you convert with mobile?1717

?Campaign AverageMobile

How many people can you convert with mobile?1818

2XCampaign AverageMobile

And When A Brand Does Spend at Optimal, We see an Increase in Sales & Profit19Sales +4%

toSales+15%Optimized Media Mix Increases Sales


I

II

But Mobile Has a lot of Choices21

DisplaySocialAudioNativeVideo

Mobile KICKS ASS on TV - PERIOD!!!22PriceEffectiveness atlow frequencyMobile Video40TV100100

450

Better ROI!

The Truth is, Mobile will Change the Way we Look at All Media Strategy Fewer Ads Does the Job23CABLE TVMOBILE VIDEO

2-3 Ads are Enough in Mobile

But What Really Matters is Data: Zero to Hero!24Branding:Aided Awareness/ $ spent*Sales:ROIMobile Displaywith weathertargetingMobileDisplay1750Campaign Average(across all media)100100

*Index is based on Number of people who became aware of Magnum per $ spent.

200147

Data Matters More: Context and especially Behavioral targeting REALLY Boosts Performance25Consideration / $ Spent+ Behavioral targeting 320+ Contextual targeting191No targeting video100

*Index is based on Number of people who became more likely to consider Allstate / $ spent

Getting MIX in Mobile right (follow best practices) has been proven to DOUBLE salesImprovements within mobile will justify a higher mobile allocation overallOPTIMAL ALLOCATION OF MOBILE

13%W/O Best practices

17%With Best practicesINCREMENTAL SALESImprovements in mobile allocation will further boost performance

4%W/O Best practices

7%With Best practicesIncremental performance is calculated vs scenario of no mobile in the mix14Best practices refer to optimizations within mobile

Small ChangeBig Impact

26

In Summary SMoX Consistently DemonstratesAllocation to Mobile in the Mix (when mobile is done right)Produces an Increase in Brand MetricsProduces an Increase in Sales or Profit of:All Studies to Date12% to 20%~17%7% to 25%to 60%

27Sales +7%

toSales+60%

toSales+25%

Thanks to Wave 2 SMoX Partners28

Location Segment LeaderVideo Segment LeaderCross Screen Leader Data SegmentLeader


I

II

Identifying Great Work30MMA Smarties Award ProgramsGlobalNA, APAC, EMEA, LATAM7 CountriesCall for entries now open for Global and North AmericaOver 2,000 entries worldwideMMA Case Study Hub1,000 Mobile Marketing Case Studies from Smarties and Cannes Lions winnersSearchable by brand, marketing objective and region

Our asking marketers to do mobile marketing is like kids asking for a cell phone


I

II

Say Hello to...33

MATT is a community of industry experts committed to rethinking the world of marketing measurement and attribution; seeking to give marketers better measurements, tools and confidence in connecting marketing to business outcomes.

All MMA members are invited to participate in MATT

Our First Initiative is Multi-Touch AttributionConfidential: Cannot be shared without permission from the Mobile Marketing AssociationMulti-Touch Attribution: The science of using advanced analytics on user level data to allocate proportional credit across a granular list of marketing touchpoints across many, and hopefully all, online and offline channels, leading to a desired customer outcome.

Excluded: Traditional MMM, brand tracking and last-touch attribution methods

34

35

Global Board Kicks Off ProjectHow did we Get Here: Phase I Approach to Developing In-Depth Understanding of MTA ApproachesObtain Provider InputMulti-Touch Attribution Landscape Frameworks & ToolsRFIto Providers500 pages of Responses from 19 Qualified providers 15 In-depth Discussions+AcademicsCMOQuantitative Survey ofMarketersN = 190 Input from Joint MTA Board CommitteesGuidance for Marketers on how to choose the right providersUnderstand Marketer Needs and PracticesMTA Board Task Force feedbackWave 2 review of RFI submissions and 1:1 interviewsWe are herePhase IPhase IIQuantitative Survey ofMarketers IIN = 400Tech-nicalAnaly-tics500 Pages

ReportRFIScoringToolGlossary30 HoursPhone Review

Only one third of marketers currently use MTA. Three out of four will be using in 18 months. 36

75%Does your company currently use amulti touch attribution (MTA)solution or do you plan to use one inthe future? N=412, Total Sample

Why is this an such an opportunity:Of the 34% of marketers that have MTA, they use it selectively and many are unsure the benefits outweigh its cost. Confidential: Cannot be shared without permission from the Mobile Marketing AssociationWhat share of your total marketing budget (including advertising) do you assess roughly speaking, using a Multi-Touch Aattribution solution? (Please consider whether you use MTA for all or just some of your marketing activities and channels)Yet, the majority are not convinced the cost of MTA is worth the benefitsDoes your current MTA solution pay off for its cost, in terms of driving incremental ROI and impact for your marketing spend to justify its cost? N=107,Six out of 10 marketers think their MTA solution, on average, drives some incremental results or ROIBased on your experience, what do you think is the average impact/lift of using your MTA solution on the total ROI of your marketing activities?3769% use on less than 50%Majority of marketers use MTA selectively, not across all of their budget

Marketers pay/expect to pay up to $500K a year for MTA, but two thirds are not sure if MTA pays for itselfConfidential: Cannot be shared without permission from the Mobile Marketing Association38What do you estimate the out of pocket costs were for your organizations MTA services in 2016? If you didnt use MTA in 2016 but plan to use it in the future, what do you estimate the out of pocket costs for your organizations MTA services will be for a full year?Would you say the MTA solution you currently use, pays for itself? If you dont currently use MTA, do you expect the MTA solution you will implement, will pay for itself by end of Year 1?6 our of 10 marketers expect to pay up to $500KTwo thirds of marketers are not sure if MTA pays for itself

MMA released MMAs MTA Decision Guides three elements Confidential: Cannot be shared without permission from the Mobile Marketing Association39*The Decision Guide is available for members only at http://www.mmaglobal.com/matt/education.

The Report:A comprehensiveguide to MTAMTA RFI Template

Scoring Tool: To help withevaluation

Confidential: Cannot be shared without permission from the Mobile Marketing AssociationBudgeting and PlanningAgile (optimization of) Marketing ActivitiesOffline BusinessOnline BusinessOnline and Offline BusinessOffline BusinessOnline BusinessOnline and Offline Business

40In the provider assessments, we have grouped vendor leaders by the following use cases:

Ultimately, the RFI and Scoring Mobiles in the Scoring Tool will help pick a provider within the six main Use Cases for MTA

41Working Groups are organized on 12 Key Focus Areas of Good MTAMATT Phase IIIMATT Phase IVElements of Attribution SolutionsHow to Support at Industry Level EducationDefinitionsNeededCode of ConductBest PracticesValidationResearchStandardsAuditing Parameters1. Transparency of approachCode of Conduct & independent reviewsXX2. Validation of results and outcomesCreate methodologies for validation. Test & research programs to affirm + auditing approach.XXX3. Unified IDs based on deterministic data assetsSet standards for acceptable match rate, how to prove, how to auditXXXXX4. Lift in campaign performanceEstablish definitions and educate marketXXX5. Specific approach for offline media Set standards for approved methods. Potential for auditingXXXXX6. Agile Marketing Enabler Collect & document best practices & capabilities XX7. Single source linkage to sales dataProvide clarity on what constitutes acceptable coverageXXXX8. Comprehensive answers for Planning and BudgetingCollect & document best practices & capabilities XXX9. Highly Rated for MobileCreate a research lab to develop measurement for emerging touchpointsXXXXXXX10. Can assess Brand vs. Performance goalsResearch to identify modeling approaches. Maybe benchmarking normsXXX11. Quality of Data Inputs Set industry standards for data quality on specific media touchpoints. And auditing.XXXXXX12. Experimental design Encourage use of gold standardXXXX

Sign Up For Two Working Groups42

Confidential: Cannot be shared without permission from the Mobile Marketing Association

http://www.mmaglobal.com/matt/working-groups

Elements to Building a New Marketing Channel43Coming in 2017

I

II

Kicking off now with key partners:How Do we Make Sure Organization Supports Adoption of the Future of Marketing44

In the End, the Best Part is that weve started with an attention demanding channel - MOBILE

Thank Your for Time & Support

46

Mobile Marketing Association

[email protected]+1 631 702 0682Thank You!

Seizing the Mobile Opportunity

47

MMA Really Stands for the Modern Marketing AssociationSay Hello to MATT - and more that MMA is doing to remake & rethink the future of marketing Greg StuartGlobal CEOApril [email protected] Marketing Association

Campaign Information Change in Campaign Due to MobileCompany (Brand)Country of StudyOverall Campaign Goal & OptimizationAll Media in CampaignMobile Formats in Mobile Portion of CampaignOpt. % Of Mobile in Mix with Mobile Best Practices vBoost in Overall Campaign Perf.AT&T (MotoX)U.S.AwarenessTVPrintDesktopDisplay20% +18%MasterCardU.S.Image (MC is good card to use when traveling)TVPrintDesktopSocialDisplayVideoSocial12% +17%Walmart (Back-to-School Grocery)U.S.Purchase Intent & SalesTVFSIDesktopDisplayNativeSocialLocation Targeting 15% +14%Coca-Cola Co. (Gold Peak Tea)U.S.Awareness,Image & Sales TVPrintOOHDesktop DisplayAudioVideo 15% +7%Coca-Cola Co. (Red Can)ChinaSalesTVOOHDesktopDisplayVideoSocial15% +16%Coca-Cola Co. (Red Can)UKSalesTVOOHDesktopDisplayVideoSocial16% +25%Coca-Cola Co. (Red Can) BrazilSalesTVOOHDesktopDisplayVideoSocial19% +60%Unilever(Magnum)U.S.SalesTV, Print, DesktopDisplay,VideoSocial, RM, Weather targeting17% +13%i Assumes that overall campaign budget is optimized without making any changes in terms of how mobile mix was allocatedii Assumes that overall campaign budget is optimized and best practices are used to further improve the performance of mobileiii The % of the total advertising budget that should be allocated to mobile in order to maximize the performance of the campaigniv The incremental lift in performance generated by optimizing the budget for mobile / increasing mobile allocationv Employing best practices would include rebalancing the mix in mobile to more cost effective formats, removing ads that failed, increase use of targeting proven to work and more.

49What Do We Know Now

SMoX proves that Brands are underinvesting in Mobile and% of mobile in the mix 8%10%11%15%16%19%15%Optimal allocation based on SMoX Studies considering relative ROI/efficiency vs other media