mobile first to user first: alex hewson, head of media, m&c saatchi

For Mobile Centric BusinessesMOBILE FIRST TO USER FIRST

M&C SAATCHI MOBILE OVERVIEW

A MOBILE FIRST DIGITAL AGENCYWHO WE ARE

WHAT WE BELIEVEA 360 APPROACH TO DATA

OUR FOCUS ON PERFORMNCEWHAT WE DO

DATA & TECHNOLO

GY

MEDIA PLANNING& BUYING

INTEGRATEDSTRATEGY

USER JOURNEY

PLANNING

DATA DRIVEN CREATIVE

ALL OUR CLIENTS ARE INHERENTLY MOBILE

A MOBILE-FIRST DIGITAL APPROACH

"Mobile to overtake fixed Internet access by 2014” MARY MEEKER

AS USER BEHAVIOUR HAS CHANGED

SPECIALIST MOBILE AT SCALE WAS SILOED

ROLE

APPROACH

INTEGRATION

INNOVATION

ITS ROLE HAS EVOLVED WITH THE USER

ROLE

APPROACH

INTEGRATION

INNOVATION

SO A MOBILE-FIRST DIGITAL APPROACH

OFFLINE CHANNELS – PARTNER AGENCY PRIMARY DIGITAL CHANNELS – M&C SAATCHI MOBILE

DATA MODELING

SECONDARY DIGITAL CHANNELS – PARTNER AGENCY

AUDIENCE SIZING

CUSTOMER JOURNEY PLANNING

CHANNEL BUDGET ATTRIBUTION

CHANNEL PLANNING & BUYING CHANNEL PLANNING & BUYING CHANNEL PLANNING & BUYING

STRATEGIC PLATFORM

STRATEGIC(PRIMARY PRIORITY)

IMPLEMENTATIONAL(SECONDARY PRIORITY)

TV OOH SEARCH DISPLAY SOCIAL VIDEO CINEMA RADIO

CORE DIGITAL USER IS MOBILE

54% 50% 71% 63%CHANNEL % MOBILE*

*Source: emarketer; iAB; Google; Global Video Index

USER DATA AT THE HEART OF THE APPROACH

THROUGH THE FUNNEL COMMUNICATIONS

ENGAGED

ACTIVE

LAPSED

PROSPECT UNIVERSE

LOYAL

ACQUISITION

ACTIVATION

GROWTH

RETENTION

WIN-BACK

DATA MAPPING

USER

1st

Party

MMP

DSP

Biddable

3rd

Party

MediaPartner

Detailed Impressio

nLevel data

User Behaviou

r

Audience Targeting

Trans-actions

Publisher level

Metrics

Geo-Demo

graphic

THE PROCESS FROM START TO FINISH

LTVAnalysis

Determine what constitutes user value – may be monetary or behavioural

User Modelling&

Segmentation

Predict user behaviour and assign them to appropriate segments for delivering relevant comms.

Data Hygiene &

Visualisation

Sourcing, collecting and preparing data to convert useful insights into business performance

Journey Planning &

Implementation

Plot user journeys through the funnel and allocate comms. to drive segment movement

FunnelDefinition

Every business has their own funnel – we need to ensure that it is clearly mapped out

USER FIRST CLIENT EXAMPLES

USER DATA DRIVING THE SOLUTIONCLIENTS THAT USED ALL CORE SERVICES

DATA & TECHNOLO

GY

MEDIA PLANNING& BUYING

INTEGRATEDSTRATEGY

USER JOURNEY

PLANNING

DATA DRIVEN CREATIVE

CROSS CHANNEL BRANDING

AMAZON KINDLE – CROSS CHANNEL BRANDINGTHE CHALLENGE:•Low awareness of the cross-functionality between the Kindle Device, Kindle App and Kindle Unlimited service

•Inherently mobile product but cross platform understanding is critical to growth

•Global campaign across 4 regions and 10 individual markets

THE IDEA:•Incentivised but authentic review of Kindle by key influencers – Gabriella Lindley and Candice O’Reilly

•Talent acquisition based on brand alignment and with reach against target audience

•Cross channel platform used to amplify content.

AMAZON KINDLE – CROSS CHANNEL BRANDING

THE RESULTS:•Engagements (views, likes etc.), positive sentiment – over 16 times more effective than Kindle organic posts

•Significant global uplift in Kindle Unlimited subscriptions

AMAZON KINDLE – CROSS CHANNEL BRANDING

RETENTION & USER ACUISITION

SKYPE – RETENTION & USER ACQUISITION

THE CHALLENGE:•Skype faced rapidly declining daily active usage rates around the world in early 2014.

•In a market moving towards mobile, Skype were slow to convert their user base to the mobile platform with heavy competition in the OTT messaging space (e.g. Viber, WhatsApp)

THE IDEA:•Strategic consultation to identify markets for retention and user acquisition through opportunity sizing.

•Stop user churn and acquire new users by challenging ‘infrequent’ (e.g. long distance calling) brand perceptions to make Skype more ‘everyday’ (e.g. messaging)

•Mobile first planning lead across all agencies to compliment ATL activity


THE RESULTS:•Within 1st Quarter of the campaign, drove over 550,000 new users and increased retention rates significantly

•DR efforts uncovered that mobile video was the most effective channel for both brand and DR – incorporated cross channel with all agency partners

•Targeting high end devices led to a more engaged user due to a superior UX


RETAIL ACTIVATION(WITH INFOGRAPHIC)

IN SUMMARY, TRANSITIONING TO USER FIRST, REMEMBER….

USER DATA AND TECH HAS TO BE AT THE HEART OF EVERYTHING