epiphany autumn conference 2015 london

PowerPoint Presentation

COPYRIGHT JAYWING PLC 2015WelcomeTom SalmonMD Epiphany

#epiphanylondon

COPYRIGHT JAYWING PLC 2015

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Content is still King Alex Blaikley | Industry Head - Agency

Confidential & Proprietary



The emerging preference perfectly illustrates the way technology sometimes brings about radical aesthetic reconsideration on art and media and causes a lot of heartache for old-timers in the process.




Confidential & Proprietaryhttps://www.youtube.com/watch?v=Fhg8Y-WXJgI


Confidential & Proprietaryhttps://www.youtube.com/watch?v=V6Y-ahQFQDA

YouTube is not an audition room for legacy media

These guys arent TV stars in waiting, they arent waiting for a break to get on TV.

It has to be mindful of the fact that they are social talent, born of a digital platform.

They have honed their craft on YouTube and all these doors are now opening to see what they are capable of on other platforms.

Dom Smales MD - Gleam


1 bn active users per month

60% of views are on mobile

Triple the number of users to YouTube via homepage vs 2014

Watch time has increased by 60% YOYAverage session is now 40mins


AdWords


By using the combined media plan, you can effectively reach 25.33% more of the target audiencewhile keeping the budget the same.

Cost Reach


DV-GDigital Video - GeneralContent suitable for general audiences

Unlikely to contain mature content

Cooking, Parenting

DV-PGDigital Video - Parental GuidanceContent suitable for most audiences with parental guidance

May contain some mature content

Non-contact sports, Beauty

DV-TDigital Video - TeenContent suitable for teen and older audiences

May contain frequent mature content

Comedy, News

DV-MADigital Video - Mature AudienceContent suitable only for mature audiences

May contain excessive mature content. Should not include pornographic content.

Music Videos with Explicit Content, Adult Humour


Ad RecallConsiderationFavourabilityAwarenessIntent


Confidential & Proprietaryhttps://www.youtube.com/watch?v=pvcj9xptNOQ

10% of top 100 brand videos are 10+ minutes in length

Top 100 brands collectively upload a new video every 18.5 mins

Views for Top 100 Brands videos have increased by 85% YOY

Subscriber numbers have increased by 47% to 73m YOY



Agree that your audience is on YTThink about the best way to target themThink about the best way to measure the campaign

Confidential & ProprietaryDigital platforms dont exist for advertising; respect the audienceAdvertisers have to embrace the reason why people are online - be where your audience are...on a global scaleDont look at video simply as an extension of display or worse search. Think of it as part of your A/V toolkitDigital Video has the ability, done well, to be the most powerful medium for brandsTo do this well, you need the support of your media & creative agency



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James LonghurstJaywing Media

COPYRIGHT JAYWING PLC 2015About me 39

Thinking like a Publisher

(or how to balance competing content objectives, manage creative tension & produce great content)


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Content Marketing Trends 70% of UK marketers are using content marketing Content Marketing is a 4 billion industry in the UK For those already using content marketing 20p in every 1 spent is on content 46% of marketers say that their biggest challenge is producing enough engaging content

COPYRIGHT JAYWING PLC 2015Im pretty sure its a legal requirement in a content marketing presentation to mention some trends - so heres some relevant ones for us from the CMA

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Content Marketing Challenges

My content doesnt engage

My content isnt effective

My content doesnt convert

COPYRIGHT JAYWING PLC 2015http://www.contentmarketingworld.com/the-three-biggest-challenges-facing-content-marketers-and-how-to-overcome-them/

My content isnt effective - (Think more like a publisher)

My content doesnt engage - (Put story first)

Guardian Editors use 20-50-30 research-writing/editing-promoting

My content doesnt convert - (Target a better audience)

But the big trend and challenge weve been seeing is around business objectives for content marketing 42

Content Objectives


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Content Objectives

ReachBuild audienceIncrease social followingSEO

ReputationBuild brandThought leadershipInfluence decision making

ResponseLead generationCapture client dataConversion to sales

COPYRIGHT JAYWING PLC 2015Wanting an audience, wanting an audience to think something, wanting an audience to do something,

Content objectives are many and diverse (as Laura said earlier we are often asking too much of our content)

Its hard to balance them and that makes it hard to measure them too

If you streamline them too much it will come back to bite you

University example:

Convert UK undergradsNurture applicants Attract International undergrads Attract Postgrads Parents Teachers Business Partners Media Policy makers and other influencers

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How can you balance these objectives?

COPYRIGHT JAYWING PLC 2015Sounds stupid but writing down and prioritising objectives is critical mixed, unclear and unweighted objectives will kill your content and probably your content team too!

AUDIENCE, AUDIENCE, AUDIENCE Audience Grids

Choosing good metrics is really important if you are trying to influence a key group of opinion formers then traffic volume may be entirely wrong

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It isnt easy

COPYRIGHT JAYWING PLC 2015And thats ok lots of people are wrestling with the same challenges.

Dont make it easy either simplifiying your objectives will lead you to missing some out and it will come back to bite you

Its not easy

It requires a clear content strategy

Understand your audience and understand that audiences may differ for each of your objectives

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It requires a clear content strategy

COPYRIGHT JAYWING PLC 2015CMA say that companies with content strategies are

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Write objectives down.

COPYRIGHT JAYWING PLC 2015Letter of note / tiger oil company

Sounds stupid but writing down and prioritising objectives is critical mixed, unclear and unweighted objectives will kill your content and probably your content team too!

Write them down refer to them and communicate them around your business pledge cards

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.but dont set them in stone

COPYRIGHT JAYWING PLC 2015Understand your audience & understand that audiences may differ for each of your objectives

COPYRIGHT JAYWING PLC 2015AUDIENCE, AUDIENCE, AUDIENCE Audience Grids

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Measure, Report, Refine and Adapt

Success is stumbling from failure to failure with no loss of enthusiasm

COPYRIGHT JAYWING PLC 2015Choosing good metrics is really important if you are trying to influence a key group of opinion formers then traffic volume may be entirely wrong

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Why your business needs a publisher (or at least someone who acts like one)

COPYRIGHT JAYWING PLC 2015What is a publisher?

Responsible for the quality and effectiveness of content

Understands business objectives and content objectives and can balance the two


CREATIVE TENSION

COPYRIGHT JAYWING PLC 2015All media companies exist in constant tension between commercial and editorial objectives

Sales teams demanding more and more give from editorial teams (write about my client like this, bigger adverts etc)

Editorial team decrying pressure from commercial

Its a publishers job to listen to these arguments and take the long view on deciding a course of action taking pragmatic decisions.

Create the space for bravery in content and creativity

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Editorial teams need to fight the corner of the content they create - sometimes at the expense of the commercial aims of the business great content needs this tension

COPYRIGHT JAYWING PLC 2015But the publishers role is to balance this

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The publishers jobBalance sometimes conflicting objectives (and teams) Keep the editorial team on pointHold the editorial team to account Create an environment that rewards creativityDefend the content team internally and represent them externally Keep a constant eye on the long game Look for innovation and best practice Keep refining and improving publishing & compliance processes

COPYRIGHT JAYWING PLC 2015When it goes wrong/when you dont have a publisher your content team can go off track

Short term commercial imperatives can override long term strategy

Hard for the editorial team to do because they are so close to the output ( Avoid your editorial team becoming risk adverse)

Create the space for bravery in content 56

What they will do for your business and content:

Improve the effectiveness of your content

Meet your commercial and editorial goals

Streamline the production of content

COPYRIGHT JAYWING PLC 2015Publisher role can be fulfilled by a range of different people within the organisation or agency

Its about finding someone who understands your audiences, your content and business objectives (which are potentially conflicting and complicated)

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Conclusion Your content will have a range of diverse and sometimes conflicting objectives

Thats ok as long as you write them down

Thinking and acting like a publisher will help you meet your business objectives and create better content


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Content for the constantly connectedRich Lawrence Head of Content Strategy

COPYRIGHT JAYWING PLC 2015AgendaThe rise of the constantly connected

How they behave

How to market to them

COPYRIGHT JAYWING PLC 2015Going to show you some recent stats which really hit home how all audiences are connectedGoing to show you how connected people behave in terms of contentGoing to show you how we can use this60

The rise of the constantly connected

COPYRIGHT JAYWING PLC 2015Hours spent online per week (avg.)http://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/adults/media-lit-10years/ 21 Hours


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% of people that own a smartphonehttp://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/adults/media-lit-10years/


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% of people that own a tablethttp://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/adults/media-lit-10years/


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How they behave

COPYRIGHT JAYWING PLC 2015The connected behaviourSEARCHINGBROWSINGCONSUMINGCOMMUNICATING


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The connected landscapeSEARCHINGBROWSINGCONSUMINGCOMMUNICATING


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How to market to them

COPYRIGHT JAYWING PLC 2015Content marketing for the constantly connected


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Content marketing for the constantly connected


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Interrupting them


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Featuring in their browsing landscape


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Providing what they are searching for


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SummaryWe are not a long way from all being constantly connected, regardless of age

Our connected landscape lies across four core behaviours browsing & searching, consuming & communicating

We can use each to cover the three different stages of what is needed to sell something to a user

We dont need to try and cover all three stages with one piece of content for the constantly connected as we have plenty of time/ways to reach them.

COPYRIGHT JAYWING PLC 2015Attributing value to marketing activityChris Rowett Head of PPC

COPYRIGHT JAYWING PLC 2015ADD NAMES



COPYRIGHT JAYWING PLC 2015Exploring AttributionA typical customer does not click once and buy, and most dont use just one channel


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Channel ComparisonYou Need 2 Weighted ModelsBrand Versus Non-Brandbecause Brand & Non Brand keywords only exist in Paid & Organic (and are hidden for organic)

COPYRIGHT JAYWING PLC 2015Channel Attribution Model

Moving away from the standard last click model shows the value of top of funnel activity like display!

COPYRIGHT JAYWING PLC 2015PPC Specific Attribution Model

Brand CampaignsNon - Brand

Applying a model that treats Brand and Non-Brand differently shows the value of Non-Brand searches.

COPYRIGHT JAYWING PLC 2015Choosing a model

COPYRIGHT JAYWING PLC 2015Poor Models

COPYRIGHT JAYWING PLC 2015Better

COPYRIGHT JAYWING PLC 2015Best

COPYRIGHT JAYWING PLC 2015Creating a model

COPYRIGHT JAYWING PLC 2015Including Brand for PPC Models

COPYRIGHT JAYWING PLC 2015Determining Weights

COPYRIGHT JAYWING PLC 2015Path Length

Considered PurchaseImpulsive PurchaseHigh Middle Click WeightLow Middle Click Weight

COPYRIGHT JAYWING PLC 2015Time LagSlow PurchaseFast Purchase

High Last Click WeightHigh First Click Weight

COPYRIGHT JAYWING PLC 2015Kempinski Hotels

COPYRIGHT JAYWING PLC 2015Time Lag



High Last Click WeightHigh First Click Weight

COPYRIGHT JAYWING PLC 2015GA Premium

COPYRIGHT JAYWING PLC 2015Algorithmic Attribution Modelling

GA Premium is the next stage in attribution modelling, offering algorithmic changes.

Your Weighted Model will be altered automatically to constantly tweak and improve reliability based on data being collected.

Market conditions are accounted for with the progressive small changes to the model.

COPYRIGHT JAYWING PLC 2015Summary

Value every touchpoint to some extent, and you are improving your view of online marketing

Tailor your weightings to match your business needs

Test different options for your classification of what is valuable

Talk to us about creating a tailored model

Consider Algorithmic modelling as another reason to go GA Premium


Understanding audience and personalised displayMitch Vidler


Data ManagementMarketing analysis & consultingRisk analysis & consultingFounded in 1999, data analysis is at the heart of our business.Turning data into valueMarketing StrategyPredictive AnalysisDescriptive AnalysisDigital StrategyCustomer CommunicationsModelling & AnalysisPortfolio & StrategyFraud Risk Credit RiskRegulationData ConsultancyData InfrastructureData MartsModelling & AnalysisPortfolio & StrategyFraud Risk Credit RiskRegulation

COPYRIGHT JAYWING PLC 2015OrganiseReportDescribeFulfilDatabasesData InfrastructureData MartsCreation of reporting suites in: ExcelQlikviewTableauProfilingSegmentationInvestigationDirect mail & emailSMS & real-time notifications Display advertising Online call centre, secure messaging,PredictModels that predict loss, risk and marketing outcomes:Marketing propensityBehaviouralCredit risk & fraud

Turning data into value

COPYRIGHT JAYWING PLC 2015What if we could?..

COPYRIGHT JAYWING PLC 2015Everest slide

COPYRIGHT JAYWING PLC 2015What if we couldLook up previous offline purchase behaviour before serving an ad?

COPYRIGHT JAYWING PLC 2015AnswerWe could offer hyper-personal adverts, relevant on a customer-by-customer basis, rather than broad segments based on just impression data.

COPYRIGHT JAYWING PLC 2015Single-layer Retargeting

COPYRIGHT JAYWING PLC 2015Single-layer Retargeting

COPYRIGHT JAYWING PLC 2015Dual-layer Retargeting


Dual-layer Retargeting


Static Customer DataNameAddressDOBTransactional historyLoyalty dataDynamic Behavioural DataOnline dataBrowsing behaviour Clicks & viewsWeb trafficeCRM analyticsThe Client Challenge

Hidden away in products such as GAVisible but not useableWhat to capture? What to do with it?How to link with current CRM activity?

Used to create a Single Customer View


Static Customer DataNameAddressDOBTransactional historyLoyalty dataDynamic Behavioural DataOnline dataBrowsing behaviour Clicks & viewsWeb trafficeCRM analyticsThe Client Challenge

COPYRIGHT JAYWING PLC 2015AviosUnderstanding customers collection and redemption behaviour

A more intuitive way of allocating redemptions to awards200x fasterin our big data environment

We gave Avios the ability to derive more meaningful business insights and make better decisions about awards and redemptions more importantly, accurate accounting for future redemption on the balance sheet, as every redemption is a cost that impacts P&L.

COPYRIGHT JAYWING PLC 2015Better Product Recommendations

COPYRIGHT JAYWING PLC 2015Existing approaches

Rules-basedAttribute ModellingCollaborative FilteringSimple rules-based approach where data volume and complexity is lowStatistically-derived models for accurate prediction based on attributes most likely to drive salesAdvanced modelling technique to evaluate all aspects of customer behaviour

COPYRIGHT JAYWING PLC 2015Existing approaches

Rules-basedAttribute ModellingCollaborative FilteringSimple rules-based approach where data volume and complexity is lowIncorporates customer demographic information and product featuresLimited incorporation of purchase history Does not scale well to large product inventories Does not identify patterns in purchase behaviourScales to large product inventoriesIdentifies patterns in purchase behaviour Does not incorporate demographic information or product features (suffers from colds starts)


Jaywing Approach

Identifies patterns in purchase behaviourDynamically updates based on actual purchase behaviourWorks well on large product inventoriesIncorporates a priori customer/product information

COPYRIGHT JAYWING PLC 2015Customer / Product LifecyclePredictive PowerBetter predictions at all stages

Jaywing approachCollaborative FilteringAttribute Modelling

COPYRIGHT JAYWING PLC 2015What if we could?..

COPYRIGHT JAYWING PLC 2015Up-to-the-minute prices in emails at the point of openingSignificant contribution to profit and the bottom lineJet2.com and Jet2 HolidaysHow personalisation can increase sales by 30% and more

