CONTEXT ACTIVATED MARKETING

Scott Thomson (@sufood)

How Will it Affect Agencies, Marketers & Publishers & How to Get Started

OLD WORLD NEW WORLD

MULTI – CHANNEL

ENTERPRISE DRIVEN

BROADCAST, CAMPAIGN BASED, PUSH

MAD MEN CONCEPTS

CUT & PASTED

INTO DIGITAL

CUSTOMER DRIVEN

ALWAYS ON, JOURNEY BASED, INTERACTIVE, PULL

CONTEXT ACTIVATED

MORE ALIGNED

TO PROMISE

OF DIGITAL &

MATH MEN…

INTERACTIVE AUDIENCE

JOURNEY BASED CONTENT LISTEN

PREDICT

ASSEMBLE

DELIVER

CONTENT

INGEST ENCODE

CREATIVE

MARKETER

MEDIA

PUBLISHER

SHIFT FROM MONTHS TO

MILLISECONDS

WAITING FOR TRIGGER

SOURCES TARGETS OUTCOMES

CRM

Usage

POS

Ext

DWH

Data Marts

Extracts

Trends

Insights

Capacity

Marketing

Analysis

DWH

ETL BI

OLD WORLD DATA ANALYTICS (INTERNAL, HISTORICAL)

REAL TIME ANALYSIS PIPELINE

SLOW DATA MATCHING

RT PREDICT MODELS

HISTORICAL DATA APIs

DWH "Big" Data

Device Data

Social Data

Site/App Data

3rd Party Data

CRM

Usage

POS

Ext

REAL TIME DATA APIs

NEW WORLD DATA ANALYTICS (OPEN, REAL TIME)

Target Cust.

Segments

Digital Attribution

Results

A

B

C

CMS BI

Display

Mobile

Video/TV

Social

Search

EDM

Digital Marketing

Digital Sales

DRIVES

DRIVES

CRM

CM

UNIFIED MARKETING

DIGITAL SALES

SEGMENTS OUTBOUND

DIGITAL ATTRIBUTION

INBOUND

SEGMENTS OUTBOUND

OFFLINE ATTRIBUTION

INBOUND

OFFLINE SALES

CUSTOMER & CONTEXT

DATA IS THE VOICE OF THE CUSTOMER…

…CONTENT IS HOW WE REPLY

HOW TO GET STARTED? Best Practice vs Current

Rapid Pilots & Evidence Based

Benefits

Stakeholder Engagement

Lean Execution

RINSE

REPEAT