É and the digital domain - acg doeland acg presentation 2017... · the value of the company is...
TRANSCRIPT
… a
nd
the D
igita
l Do
main
Th
e v
alu
e o
f the c
om
pan
y is
dep
en
din
g o
n th
e c
on
text o
f data
Vis
ion
Th
e in
tern
et is
a d
igita
l ec
osyste
m. A
festiv
al o
r dj a
nd
it’s
or h
is fa
ns a
re a
ll dig
itally
co
nn
ec
ted
an
d in
flu
en
ce
ea
ch
o
the
r co
ntin
uo
usly. A
ll sta
ke
ho
lde
rs a
re in
terc
on
ne
cte
d
via
inte
rna
l an
d e
xte
rna
l ne
two
rks a
nd
syste
ms.
By c
rea
ting
aw
are
ne
ss w
ithin
the
org
an
iza
tion
an
d
un
de
rsta
nd
ing
the
co
nte
xt o
f info
rma
tion
in n
etw
ork
s a
nd
syste
ms a
n o
ptim
um
rela
tion
sh
ip w
ith fa
ns c
an
be
rea
lize
d.
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Fa
cts
< 5
0%
n
ot re
ad
y fo
r dig
ital m
ark
etin
g
< 1
9%
c
ha
ng
e o
f the
org
an
iza
tion
is
the
ke
y to
su
cc
ess
< 5
%
rea
l dig
ital v
isio
n
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
‣B
ran
d
‣C
on
ten
t ‣
Sa
les
‣S
erv
ice
Ma
in d
rive
rs
Serv
ice
Sale
sC
on
ten
t
Bra
nd
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
‣T
he
bu
sin
essm
od
el c
ha
ng
ed
dra
stic
ally
‣F
rom
Eg
osyste
m to
Ec
osyste
m
‣C
on
text o
f the
big
ge
r pic
ture
Sta
rt
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Tra
nsitio
n
Co
nte
nt
Servic
eN
etw
ork
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Dig
ital E
co
syste
m
Org
an
isa
tion
Inte
rfac
es
Yo
ur d
igita
l ec
osyste
em
Th
e w
ho
le in
tern
et e
co
syste
m
Infra
stru
ctu
re
Fro
nt e
nd
Ba
ck
en
d
Fan
Em
ail
Mem
bersh
ip
e-S
ervic
es
Poin
t of S
ale
Socia
lW
eb
site/A
pp
Dem
og
rap
hic
sC
all C
ente
r
Fan
Em
ail
Mem
bers
hip
e-
Serv
ices
Lo
catio
n
So
cia
lW
eb
site
/
Ap
p
Th
ird
party
data
Call
Cen
ter
Fe
stiv
al
Ba
ck
offi
ce
Pro
du
ctio
n
Cre
atio
n
Co
mm
erc
e
Ma
rke
ting
Co
mm
un
ica
tion
Fe
stiv
al
MA
CR
O
ME
SO
MIC
RO
Ac
qu
isitio
n
Ac
tiva
tion
Re
ten
tion
Re
ve
nu
e
Re
ferra
l
OW
NE
DE
AR
NE
DP
AID
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Dig
ital E
co
syste
m
Ac
qu
isitio
n
Ac
tiva
tion
Re
ten
tion
Re
ve
nu
e
Re
ferra
l
OW
NE
DE
AR
NE
DP
AID
Da
ta d
rive
n c
on
trolle
d c
am
pa
ign
in o
ur d
igita
l ec
os
ys
tem
Pa
id
Ow
ne
dE
arn
ed
So
cia
l
Fan
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Bu
sin
essm
od
el is
dig
ital fi
rst
Valu
e
Conte
nt
=
Rela
tion
=
Info
rmatio
n
Inte
llectu
al P
rop
erty =
Data
Partn
ers
Activitie
s
Reso
urc
es
Rela
tions
Distrib
utio
n
Seg
ment
Co
stsR
eve
nue
Fin
ance
Pro
ductio
n
Cle
arin
g
Sto
rage
Com
munity
Data
Softw
are
Distrib
utio
n
Know
How
Sup
plie
rs
Med
ia
Socia
l Med
ia
Pro
ductio
n
Distrib
utio
n
Hand
ling
Mark
etin
g
Softw
are
Data
Ind
ividual
Blo
ggers
Med
ia
DS
P
Dance
Sale
s
Com
pany V
alu
e
Inte
rest
Hand
ling
Data
Ow
n D
om
ain
Socia
l Med
ia
Music
Servic
es
Offlin
e c
hannels
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Dig
ital M
atu
rity
‣N
o M
an
ag
em
en
t‣
No
Bu
dg
et
‣N
o S
tructu
re
‣N
o R
eso
urc
es
‣E
xp
erim
en
ts
‣E
xecu
tive A
ware
ness
‣S
om
e M
an
ag
em
en
t E
ng
ag
em
en
t‣
Pilo
ts
‣P
art T
ime R
eso
urc
es
‣D
ed
icate
d B
ud
get
‣R
oad
map
‣M
an
ag
em
en
t Resp
on
sib
ility
‣F
orm
al P
roje
cts
‣H
igh
Level F
orm
al R
ole
s
‣A
ctiv
e E
xecu
tion
‣D
aily
Man
ag
em
en
t‣
Pro
gra
m
‣P
rofe
ssio
nal S
taff
‣R
ole
s &
Resp
on
sib
ilities
‣R
eq
uire
men
ts D
riven
‣S
trate
gic
Fo
cu
s
‣S
ign
ifican
t Bu
dg
et
‣M
ultic
han
nel In
itiativ
es
‣B
usin
ess U
nit
‣C
en
ter o
f Excelle
nce
‣B
usin
ess In
tellig
en
ce
Ad
Ho
c
Eng
ag
ed
Stru
ctu
red
Manag
ed
Op
timize
d
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
‣B
ran
d E
qu
ity
‣B
ran
d R
ep
uta
tion
Pe
rform
an
ce
‣M
ark
etin
g Effi
cie
nc
y
‣B
usin
ess A
cc
ele
ratio
n
‣B
usin
ess A
ctiv
atio
n
Go
als
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Bu
sin
ess A
cc
ele
ratio
n F
ram
ew
ork
#G
oa
lP
urp
ose
Ma
in K
PI - p
rima
rily M
ea
su
red
by
Su
b K
PI's
- su
pp
ortin
g M
ea
su
red
by
1B
ran
d E
qu
ityC
ha
rt po
ten
tial B
usin
ess V
alu
e o
f Fa
n
Ba
se
Fa
n p
rofile
s +
Te
rm o
f co
mp
lete
ne
ss
1a
#P
rofile
s / c
on
nectio
ns
Bu
sin
ess V
alu
e - a
lloca
ted
1b
#C
hara
cte
ristic
s
Bu
sin
ess V
alu
e - n
on
-allo
ca
ted
1c
#C
usto
mer In
co
me o
ptio
ns (n
ow
on
ly
ticketin
g)
2B
ran
d R
ep
uta
tion
Co
nn
ec
t with
an
d re
ac
h to
(targ
et)
au
die
nc
e
Re
ach
(wid
en
ess a
nd
de
pth
)2
aR
each
- acq
uis
ition
2b
Reach
- activ
atio
n
2c
Reach
- rete
ntio
n
2d
Reach
- reven
ue
2e
Reach
- refe
rral
Qu
ality
of R
ea
ch
2f
En
gag
em
en
t (IPM
)
Be
nch
ma
rkin
g2
gR
an
kin
g / B
en
ch
mark
ing
3M
ark
etin
g Effi
cie
ncy
Re
turn
On
(Ma
rke
ting
) Inve
stm
en
t / E
ng
ag
em
en
tC
ost o
f Sa
les a
nd
RO
I on
AA
RR
R3
a#
A, A
, R, R
, R / C
ost
4B
usin
ess A
cce
lara
tion
Inc
rea
se
reve
nu
e fro
m e
xis
iting
bu
sin
ess
mo
de
ls
To
tal R
eve
nu
e (p
er re
ve
nu
e s
trea
m)
4a
AR
PU
AR
PU
(Ave
rag
e R
eve
nu
e P
er U
se
r)4
b#
Cu
sto
mers
4c
#R
ete
ntio
n
4d
Cu
sto
mer L
ifetim
e V
alu
e
5B
usin
ess A
ctiv
atio
nIn
cre
ase
reve
nu
e fro
m a
dd
ition
al b
usin
ess
mo
de
ls
To
tal R
eve
nu
e (p
er re
ve
nu
e s
trea
m)
5a
AR
PU
AR
PU
(Ave
rag
e R
eve
nu
e P
er U
se
r)5
b#
Cu
sto
mers
5c
#R
ete
ntio
n
5d
Cu
sto
mer L
ifetim
e V
alu
e
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Bu
sin
ess A
cc
ele
ratio
n F
ram
ew
ork
#G
oa
lP
urp
ose
Prim
arily
me
asu
red
by
Q1
Q2
Q3 fo
rec
ast
Q4 fo
rec
ast
YT
D fo
rec
ast
Me
tric
1B
ran
d E
qu
ityC
ha
rt po
ten
tial B
usin
ess V
alu
e
of F
an
Ba
se
Fa
n p
rofile
s +
Te
rm o
f
co
mp
lete
ne
ss
n/a
n/a
n/a
n/a
n/a
#P
rofile
s / c
on
nectio
ns
Bu
sin
ess V
alu
e - a
lloca
ted
15
5%
19
5%
21
3%
23
0%
19
8%
#C
hara
cte
ristic
s
Bu
sin
ess V
alu
e - n
on
-
allo
ca
ted
17
1%
18
3%
21
0%
20
5%
19
2%
#C
usto
mer In
co
me
op
tion
s (n
ow
on
ly
ticketin
g)
2B
ran
d R
ep
uta
tion
Co
nn
ec
t with
an
d re
ac
h to
(targ
et) a
ud
ien
ce
Re
ach
(wid
en
ess a
nd
de
pth
)1
45
%2
26
%7
3%
17
6%
15
5%
Reach
- acq
uis
ition
18
6%
23
1%
14
0%
16
4%
18
0%
Reach
- activ
atio
n
89
%1
26
%7
6%
12
7%
10
4%
Reach
- rete
ntio
n
81
9%
81
0%
72
0%
37
2%
68
0%
Reach
- reven
ue
77
9%
37
2%
54
8%
22
7%
48
1%
Reach
- refe
rral
Qu
ality
of R
ea
ch
n/a
n/a
n/a
n/a
n/a
En
gag
em
en
t (IPM
)
Be
nch
ma
rkin
gn
/an
/an
/an
/an
/aR
an
kin
g / B
en
ch
mark
ing
3M
ark
etin
g Effi
cie
ncy
Re
turn
On
(Ma
rke
ting
) In
ve
stm
en
t / En
ga
ge
me
nt
Co
st o
f Sa
les a
nd
RO
I on
AA
RR
Rn
/an
/an
/an
/an
/a#
A, A
, R, R
, R / C
ost
4B
usin
ess A
cce
lara
tion
Inc
rea
se
reve
nu
e fro
m
exis
iting
bu
sin
ess m
od
els
To
tal R
eve
nu
e (p
er re
ve
nu
e
stre
am
)n
/an
/an
/an
/an
/aA
RP
U
AR
PU
(Ave
rag
e R
eve
nu
e P
er
Use
r)n
/an
/an
/an
/an
/a#
Cu
sto
mers
n/a
n/a
n/a
n/a
n/a
#R
ete
ntio
n
n/a
n/a
n/a
n/a
n/a
Cu
sto
mer L
ifetim
e V
alu
e
5B
usin
ess A
ctiv
atio
nIn
cre
ase
reve
nu
e fro
m
ad
ditio
na
l bu
sin
ess
mo
de
ls
To
tal R
eve
nu
e (p
er re
ve
nu
e
stre
am
)n
/an
/an
/an
/an
/aA
RP
U
AR
PU
(Ave
rag
e R
eve
nu
e P
er
Use
r)n
/an
/an
/an
/an
/a#
Cu
sto
mers
n/a
n/a
n/a
n/a
n/a
#R
ete
ntio
n
n/a
n/a
n/a
n/a
n/a
Cu
sto
mer L
ifetim
e V
alu
e
320%
196%
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Ap
pro
ac
h
Netw
orks, F
unctio
nality &
Perfo
rmance
Busin
ess- &
Valu
e-m
od
els
KP
I’s & B
enchm
arkin
g
Polic
y: Org
aniza
tion &
ICT
Bud
get
STR
ATE
GY
Config
ura
tion
Data
-connectio
n, A
cq
uisitio
n &
Sto
re
Rep
orts: In
sights &
Ste
erin
g
ICT-S
ystem
s / Partn
ers
Rep
lace &
Mig
ratio
n
Exte
nd
ing &
Data
-acq
uisitio
n
Org
anisa
tion &
Exe
cutio
n
2-W
EE
KLY
SE
SS
ION
S &
MO
NT
HLY
SE
SS
ION
S
OS
R:
ON
LIN
E S
ALE
S R
EP
OR
T
OP
R:
ON
LIN
E P
ER
FO
RM
AN
CE
RE
PO
RT
ME
P:
MA
RK
ET
ING
E
FFIC
IEN
CY
PE
RFO
RM
AN
CE
EX
TE
ND A
ND R
EFIN
EB
Y S
TE
ER
ING
CO
MM
ITT
EE
BE
P :
BR
AN
D
EQ
UIT
Y P
ER
FO
RM
AN
CE
SS
O &
MIG
RA
TIO
N +
RE
AL
IZA
TIO
N N
EW
INT
ER
FA
CE
S +
NE
W S
PR
INT
S
2
2 12
RE
LE
AS
ES, S
TO
RY T
EL
LIN
G A
ND
CA
MP
AIG
NS
3
AS
SE
SS
ME
NT
DATA C
LE
AN
SIN
G
DATA M
AP
PIN
G &
MIG
RATIO
N
INTE
GR
ATIO
N, S
ITE
S, SH
OP &
CM
S/D
AM
/CR
M
CH
EC
K R
OU
TE S
TR
ATE
GY
& A
DV
ICE FA
SE 2
12
OC
TO
BE
RQ
1 - 2
01
7A
UG
US
TS
EP
TE
MB
ER
Q4
- 20
16
Q2
- 20
17
RE
PO
RTS &
C
EN
TR
ALIZ
ATIO
N
22
OP
TIM
ALIS
ATIO
N
BR
AN
D
RE
PU
TAT
ION
P
ER
FO
RM
AN
CE
BR
P:
Stru
ctu
red
Fa
se
Ma
na
ge
d F
ase
Op
timiz
ed
Fa
se
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
An
aly
se
s a
nd
da
ta fi
rst
Sa
les b
ase
d o
n d
ata
ba
se
s
Eve
nt, S
oc
ial M
ed
ia a
nd
C
om
me
rce
pla
tform
s
Sa
les a
cc
ele
ratio
n
by u
sin
g o
the
r wa
ys
of a
dve
rtisin
g s
uc
h a
s
Go
og
le A
dw
ord
s,
Fa
ce
bo
ok
Ad
ve
rtisin
g,
Ea
rne
d M
ed
ia
an
d T
rad
ition
al M
ed
ia
Tim
e
Vo
lum
e
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Org
an
iza
tion
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Op
timiz
atio
n b
usin
ess m
od
el b
ase
d o
n:
‣A
cq
uis
ition
‣
Ac
tiva
tion
‣
Re
ten
tion
‣
Re
ferra
l ‣
Re
ve
nu
e
Ke
y d
rive
rs to
su
cc
ess:
‣F
an
insig
hts
‣
Co
mp
etito
r insig
hts
‣
Pa
rtne
r insig
hts
‣
Org
an
isa
tion
al in
sig
hts
Re
se
arc
h w
ith th
e c
on
text o
f da
ta:
•A
da
pta
tion
of th
e b
usin
ess m
od
el
•A
cc
ele
rate
an
d im
pro
ve
exis
ting
reve
nu
e s
trea
ms (in
sig
hts
, pro
of, ta
rge
ting
) •
Ne
w re
ve
nu
e s
trea
ms (p
ossib
ilities)
•S
up
po
rt with
de
al m
akin
g
Ke
ys to
su
cc
ess
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
So
wh
y b
loc
kc
ha
in
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Ro
ad
map
Rhyth
m
Insig
hts
Inte
ractio
n
Ste
erin
g
gro
up
Resp
on
sib
le
Ho
w?
What?
Org
anize
Actio
n
Fro
nt E
nd
Bac
k End
Co
nte
nt
Co
nnectio
n
Curre
ncy
Stu
urg
roep
Vera
ntw
oord
elijk
Why?
Stra
teg
y
Fro
nt E
nd
Org
anisatie
Bac
k End
Resu
ltIn
form
atio
n
Org
anisatie
Re
su
me
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
In p
rac
tice
wh
at d
o w
e n
ee
d
‣S
tory
‣
Go
als
‣
Te
am
‣
Infra
stru
ctu
re
‣B
ud
ge
t
(c) 2
017 D
DM
CA
| All rig
hts re
serve
d | c
onta
ct: d
enis.d
oela
nd
@d
dm
ca.c
om
Thank yo
u
No
te | D
iscla
imer | C
op
yright
The c
onte
nt o
f this p
rese
nta
tion h
as b
een c
are
fully re
view
ed. D
DM
CA
will n
ot b
e lia
ble
in
resp
ect o
f any b
usin
ess lo
sses, in
clu
din
g w
ithout lim
itatio
n lo
ss of o
r dam
age to
pro
fits,
incom
e, re
venue, b
usin
ess, c
ontra
cts, c
om
merc
ial o
pportu
nitie
s or g
oodw
ill.
This p
rese
nta
tion is issu
ed u
nder D
utc
h c
opyrig
ht la
w a
nd m
ay n
ot b
e re
pro
duced, d
istribute
d,
transm
itted, d
ispla
yed, p
ublish
ed o
r bro
adcast w
ithout th
e p
rior w
ritten p
erm
ission o
f DD
MC
A
the o
wner o
f the issu
ed c
onte
nt. Y
ou m
ay n
ot a
lter o
r rem
ove
any tra
dem
ark, c
opyrig
ht o
r
oth
er n
otic
e fro
m c
opie
s of th
e c
onte
nt w
ithout p
rior w
ritten p
erm
ission.
DD
MC
A is c
urre
ntly w
orkin
g to
refin
e th
e m
odels b
ase
d o
n d
ata
from
seve
ral so
cia
l analytic
s
from
diffe
rent so
cia
l media
channels. Q
uestio
ns h
ow
to e
valu
ate
a n
org
aniza
tion? N
eed a
full
report o
r benchm
ark fo
r an o
rganiza
tion? In
form
atio
n c
an b
e re
quire
d via
the d
eta
ils belo
w.
Co
nta
ct
DD
MC
A
Attn
. Denis D
oela
nd
Keize
rsgra
cht 3
30-b
1016 E
Z A
mste
rdam
The N
eth
erla
nds
Mobile
: +31 6
13520250
E-m
ail: d
enis@
ddm
ca.c
om
Web: d
dm
ca.c
om
Sup
po
rted
by