Gunther Schumacher, Worldwide President & COO of OgilvyOne Worldwide, spoke at the IBM BusinessConnect software summit about how data and technology are still transforming marketing. As marketers, you need to sell. That is why the mantra of David Ogilvy, our founder was “we sell, or else.” But in today’s digital world, the customer is in charge. She decides when and where to engage, how to communicate, where to get information. Today’s customers engage only on their terms, not yours. Consumers used to be receptive to marketing messages about product benefits. Today, most of them trust recommendations from other consumers and they are seeking them out actively. You have to stay on top of your competition. Most of them use Facebook, Twitter, Pinterest, Tumblr, and so on. You can no longer afford to ignore new media channels, especially in the social space. Online reviews can work in your favor. Or they can work against you. How do you cope with them?

1. Marketing In A Digital World
How Data & Technology are still transforming Marketing
Gunther Schumacher
WW President & COO
OgilvyOne Worldwide

3. MARKETERS
WANT TO SELL

4. but

5. Today, your
Customers are in
charge.
They only engage
on their terms,
not yours.

6. A CHANGED LANDSCAPE
70% of consumers trust
recommendations from
other consumers
71% of companies use Facebook
59% use Twitter
57% of consumers use
online reviews prior to
buying
More data is created in 2
days, than from beginning
of mankind to 2013

7. THE HOT Topics FOR EVERY CMO
SEARCH
SOCIAL
MOBILE
PERFORMANCE
MARKETING
E COMMERCE
CONTENT
DATA & TECHNOLOGY

8. HOW TO NAVIGATE THIS WORLD

9. We turn ideas and data insights
into personal experiences that
help our clients ...

10. win more customers
and make them
more valuable

11. COLLABORATION
ADVOCACY
LIFETIME
TRANSACTIONS
TOTAL CUSTOMER VALUE
INDIVIDUAL
}
NETWORK
}

12. $330.18 $250.63
$680.83
$20,036.67
Brand switcher
Low social
media
influence
Unwilling to
collaborate
Repeat
purchaser
Blogger with
1,500 followers
Willing to co-create
with Brands
Maria
Paola
TOTAL CUSTOMER VALUE

13. IMPACT OF SOCIAL ENGAGEMENT IN MEXICO

14. IMPACT OF SOCIAL ENGAGEMENT IN MEXICO

15. BUILDING PERSONAL EXPERIENCES

16. UNDERSTANDING THE CUSTOMER JOURNEY IS KEY

17. Primary Source:
Secondary Sources:
Think / Feel
Consumer Panel
• Google Consumer Survey Online Reviews (manual scrape)
Social Listening (e.g. Radian6)
Do
Consumer Panel
• Google Consumer Survey Nielsen Reports (various) eMarketer
(industry dependent)
Influencers
MRI Survey of the American Consumer
• Authority Sites Report from CIMeMarketer (audience
dependent),
• ComScore (digital only), rustR from BrandZ (Trust &
Recommendation)
• Google Consumer Survey
Search terms
Consumer Intent Model Search Landscape
• Google Trends via Search TeamGoogle suggestions via GSI/
Search Team
Environments
• Consumer Panel
• MRI/eMarketer
• Pew Reports
• Mobile Panels
• Industry Studies (e.g. Google Mobility Study)
Brands:
• Stradegy (Kantar)Brand Z
• MintelEuromonitorSysomos (social popularity comparison)CIM
non-branded outputsClient Brand Tracker, Industry Brand
Tracker (Interbrand)
MAPPING DATA SOURCES FOR THE JOURNEY

18. This segment comprises primarily of young home owners with
children. They are tech-savvy and incorporate all sorts of
technology into their daily lives. They don't mind complexity of
products, but they expect them to work and be reliable. They
have a household income of over $75K and are willing to spend
money on TV, Internet, and Voice products. They frequently
bundle their products and enjoys the convenience of one bill.
Their household is constantly using Internet bandwidth across
multiple devices. They are likely to leverage their DVR and on-
demand as it's important for them to enjoy TV when it's
convenient for their family. Many of them have moved in the
past 12 months, as they've grown their family and have recently
purchased a home.
TECH-SAVVY FAMILIES
BUILDING SEGMENTS AND PERSONAS

19. LOUIS VUITTON
MOBILE
E COMMERCE
CONTENT

22. Can you read
digital body language?
LOCATION
SITES
CONVERSATIONS
SEARCHES
= purchase intent

23. LISTEN FIRST, THEN CREATE
Search
Insights
Post-Play
Interaction
Content/
Development
Tagging and
Optimizing
Distribution
Improved
Results
SEARCH
CONTENT

24. GEO FENCING
MOBILE
SEARCH

26. SMARTER CITIES
SOCIAL

28. Earned Media is
scaling to create
100 s of millions of
interactions
CONTENT
SOCIAL

29. 114 MILLION!
CONTENT
SOCIAL

30. The World s Smallest Movie
=
A LARGE SCALE DIGITAL MARKETING CAMPAIGN
CONTENT
SOCIAL

31. ‣ Start with Personas & Customer Journeys
‣ Leverage what s hot and working
‣ DATA! Learn to read digital body language
‣ Be creative, create magnetic content
‣ Ride into the future on platforms, not tactics
Putting it all together

32. MARKETING PLATFORM

33. Customer Journey built around Need states

34. data informs the detailed Journey

35. JOURNEY determines engagement opportunities

36. Data & Technology platform = Results engine

37. data driven marketing = more customer value

38. START HERE
TIME
• Customer Ambition
• Customer Journey
• Platform Approach
• Test & Learn
PILOT TEST #1
ADD TEST #2
OPTIMIZE #1
ADD TEST #3
OPTIMIZE #1, 2
ADD TEST #4
OPTIMIZE #1, 2, 3
PHASE 1
PHASE 2
PHASE 3
PHASE 4
YOUR PATHWAY TO A MARKETING PLATFORM

39. YOUR PATHWAY TO TOTAL CUSTOMER VALUE
Hallmarks
Level 1
Level 2
Level 3
Level 4
How Value Customers ?
Transaction
CLV
CLV + Ampl
Total Cust Value
Customer Insights ?
Customer profile
Customer Journey
Customer Journeys
Personal Circuits
Customer Database
Basic
Add outside data
Unified customer view
Enterprise integration
Use of Analytics
Tactical
Ongoing basic
Advanced
Strategic
Marketing Automation
None/tactical
Basic
Advanced
Strategic
Search
Paid/ basic SEO
Ongoing Paid/SEO
Enterprise search
Digital Body Language
Social
Tactical
Ongoing/ multi
Advanced/ integrated
Social selling
Mobile
Tactical/test mode
Ongoing/platform
Full CRM/mCom
Strategic mobile
Vendor Strategy
Fragmented/tactical
Streamlined
Partner/leveraged
Optimized ecosystem
CRM Mindset
Campaigns/ + pilots
Platforms/
Always On
Agile

40. BUT DON T FORGET CREATIVITY

42. ¡Gracias!
gunther.schumacher@ogilvy.com