10 W2O MODELS

RESHAPING OUR INDUSTRYPreCommerce Summit

Bob Pearson – March 12, 2015

ATX

• #1 – We are unlocking the concept

of Owned Media

• “Content Anywhere Anytime Anyplace”

• If you create it, you own it.

Location is NOT the determining factor

THE CONTENT CAPSULE

A digital container that can house any type of

content and can be placed anywhere: brand sites,

retailer sites, blogs, social media pages, as a banner

ad and more.

A simple and effective storytelling solution – build

it once and the Capsule tells the entire story, with all

included assets. No more need to develop custom

work for each channel – Capsules work across all

channels.

A content syndication tool – make a change once

(swap video, change copy, etc.) and it is

automatically updated everywhere.

A simpler way to measure results – includes a

real time analytics dashboard that tracks every user

interaction on every channel in one place.

MasterCardDistributed through BW in a press release

Embedded on key articles on forbes.com,

mashable.com, fastcompany.com,

pymnts.com, euronews.com, and

Mastercard newsroom

Time on Capsule – 7:30 mins.

NEWS DISTRIBUTION

SANOFI PASTEUR –

Unbranded Awareness Campaign

RESULTS:

Currently embedded on 56 sites

Time on Capsule averaging

5 min 30 seconds

• #2 – What you “own” should align with

what people “want” when they want it

• The emergence of responsive experiences

that align with the needs of your customer

• Responsive design is old school

WE NEED TO UNDERSTAND THE JOURNEY

TO DEVELOP THE RIGHT RESPONSE

Opportunity

OPPORTUNITYOff-site activity through search

trends and media contribution

is combined w/web analytics

Integrate with Eloqua

to match site visitors to

existing leads

Pull in Google Analytics

and Omniture Site Catalyst

conversion Goals

ACQUISITIONA breakdown of traffic

sources shows us what

drives visitors to client site

by category or segment

ON-SITE

ENGAGEMENTA relative view of total page

views of site content then

shows us how much

content is consumed

by category

BUSINESS VALUETotal conversions by visitors

from each segment measures

how well each segment performs

on desired actions

IF WE ARE SEARCHING FOR

“GOVT STUDY PEGAWORLD” WE ACTUALLY GET…

...THE EXPERIENCE WE WERE LOOKING FOR...

ALL IN OUR “EXPERIENCE LIBRARY”

42% Higher click through

rate visitors served

industry specific

content.

29%Decrease in

Bounce Rate

14%Increase in

Pages Per Visit

22%Increase in

Visit Duration

• #3 – Create and track your core audience

to redefine how we listen, learn and act

• Any discrete set of people can be

identified, indexed and they start

teaching us what to do

THE MDIGITAL LIFE HOSPITAL INDEX

MDIGITAL LIFE DOCTORS

bit.ly/mdlpw514

500+

100+

10+

1-9

50+

300+

• #4 – Decide “who” should tell your

brand’s story

• Influencer relationship management is

more important than traditional CRM to

shape markets

WHO INFLUENCES THE INFLUENCERS360 degree view of how one influencer can have wide reach

160/1188 258/88372

WH

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Name / OutletRank Score

Name / OutletRank Score

Name / OutletRank Score

Name / OutletRank Score

WH

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S T

HE

INF

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Name / OutletRank Score

Name / OutletRank Score

Name / OutletRank Score

Name / OutletRank Score

• #5 – Small data leads to smart filters

• Smart filters lead to right insights

SMALL DATA OR “FORENSIC ANALYTICS”

HAS FOUR KEY COMPONENTS

THE SECRET SAUCE IS THE ART OF THE “SMALL DATA FILTER”• Ingestion of Data

• Small Data Filters – creation of a suite of filters per brand or topic

– The “antagonist” filter

– The “sustainability” filter

– The “journalist” filter

– The “consumers who like PCs with 13” screens with XYZ attribute”

• Location-based Insights – geo-focused content analysis via real-time

• Predictive Analytics – once we know patterns, we can figure out habits for a market

• #6 – Your own earned media network will

drive your market

• Earned media makes paid media smart

THE ARCHITECTURE IS SIMPLE

• People hang out by passion or profession

• We can identify the “1%” and the “9%”

• We end up with 10k-100k people per brand per country

• Imagine a network of 50k x 20 countries for one brand

• You have better and more accurate reach than most media outlets

• #7 – Data-driven organizations will require

a new insights OS to be shared between

our analysts and client teams

• The future is one of collaboration

DIMSUM DATA SCIENCE ENGINE CORE

DEMOCRATIZED ASSETSSTRATEGIES, MODULES, &

ALGORITHMNS FROM ENTIRE FIRM.

CUSTOM ASSETSSTRATEGIES & METHODS

CREATED SPECIFICALLY FOR THE

CLIENT

DIMSUM

LOADLOAD IN THE

INFORMATION YOU

WANT TO ANALYZE. THE

ENGINE WILL EXTRACT

AS MUCH VALUE OUT

OF THE DATA AS

POSSIBLE

ANALYZESOFTWARE ANALYZES

ALL THE AVAILABLE

DATA THROUGH

TOOLING, RANKING, &

EXPLORING

INFLUENCERS

TOPICS

THE STORY

THE PLAN

DIMSUM IN ACTION

• #8 – It’s time to become experts in

“bad media”

• Malware, Bots, fake reviews, black hat

search and more

• Bad media is expensive for marketers

• Click fraud, site takeovers and more

• We can optimize spend and educate by

VISUALIZING the WORLD OF BAD MEDIA

• #9 – We combine the best of research

and social analytics to become

more predictive

YOU CAN SEE LANGUAGE CHANGING IN THE 1% BEFORE THE 9%A

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ag

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Po

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Feb 14th Feb 21st Feb 28th Mar 7th Mar 14th Mar 21st Mar 28th Apr 4th Apr 11th Apr 18th Apr 25th May 2nd

Avg. Content Engine Engagement Avg. Promoted Tweet Engagement Avg. XY Engagement Linear (Avg. Content Engine Engagement)

Average CE Engagement = 46.7

AVERAGE ENGAGEMENT*

Who you follow to understand what is happening matters…

PREDICTED VS. ACTUAL NETFLIX REVENUE DATA

20,000

22,000

24,000

26,000

28,000

30,000

32,000

34,000

36,000

38,000

December 31, 2012 March 31, 2013 June 30, 2013 September 30, 2013 December 31, 2013 March 31, 2014 June 30, 2014

Rev

enu

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Actual Revenues Social Predicted Members Market Forecasts

• #10 – Social Graphics will lead to new

forms of media planning and research

0.22 0.210.36 0.25 0.22

0.42 0.32 0.25 0.345 0.28 0.420.29

0.206 0.20.49

0.530.47

0.36

0.2

0.2 0.280.27

0.29

0.28 0.28

0.27 0.25 0.25 0.25 0.31 0.29 0.2

0.29

0.320.36

0.31

0.36

0.3 0.33

0.350.391

0.340.41

0.27

0.21

0.2

0.34

0.20.2

0.26 0.27 0.21 0.27

0.2

0.22

0.32

0.35

0.3

0.32

0.3

0.32

0.32

0.35

0.25

0.31 0.22

0.35

0.3

0.39

0.37

0.41

0.33

0.16

0.18

0

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Corr

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oeff

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Positive Sentiment FB Engagement News Forums Blogs Facebook Twitter

WHICH CHANNELS MATTER AT WHAT TIME AND WHY?

• How we achieve “saturation” via combo of earned, owned, shared and paid

• Develop metrics based on behavior & action

• Standardize how data is received, which metrics matter

CAMPAIGN #2CAMPAIGN #1

Predictive Accuracy

R² = 0.915

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Actual Dollars (Millions)

OUR PROCESS – W2O GROUP & GET SMART CONTENT

ANALYTICS REVIEWWe start by reviewing your website analytics for the past

year to identify high performing and opportunity segments.

AUDIENCE SEGMENTATIONUsing analytics, we then review traffic on all existing pages

to determine the most efficient audience segments.

CONTENT INVENTORY & TESTINGAfter we identify all segments that will be targeted, we

audit your content and outline all areas for A/B testing

with up to 5 pieces of content per segment.

R E P O R T I N G A N D O P T I M I Z A T I O NSuccess will be measured by goal conversions tied to

each target segment (clicks, submissions, downloads,

etc.) as well as increase in overall KPI’s.

C A M P A I G N C O N F I G U R A T I O NAfter the strategy is defined, we build your campaigns

in the Get Smart Content platform and begin to

monitor performance.