Global Digital Campaign Deployments Dream or Nightmare? Presented by: Andrew Rutberg / Corinne Monty

Transcription

1 Global Digital Campaign Deployments Dream or Nightmare? Presented by: Andrew Rutberg / Corinne Monty

2 A WPP Company Powered by Wunderman Agenda 1. Introductions 2. Global Brands going Global Digitally 3. A model that scales 4. Microsoft case study 5. Q&A

3 A WPP Company Powered by Wunderman Global Brands Going Global Digitally Andy Rutberg, President WPP s Marketing Solutions Center Corrine Monty, Sr. Director Sales & Marketing Service Centers Global Marketing Operations, Microsoft

4 A WPP Company Powered by Wunderman Marketing turbulence is the New Normal

5 A WPP Company Powered by Wunderman Global Brands Going Global Digitally Perception Digital Has Changed Everything Everything can be done at lightning speed Tagging, SEO, Web Analytics are standard Platforms are compatible and interchangeable

6 A WPP Company Powered by Wunderman Global Brands Going Global Digitally

7 A WPP Company Powered by Wunderman Global Brands Going Global Digitally Reality Digital Has Changed Complicated Everything 100 s of sites legacy & broken links countries & cultures multiple brands multiple cms s 1000 s of pages local vs. global legal & compliance multiple agencies multiple languages

8 A WPP Company Powered by Wunderman Global Brands Going Global Digitally Reality Customers expect brand consistency & relevance in every interaction 100 s of channels consistent branding multiple devices remember me stewards of privacy

9 A WPP Company Powered by Wunderman Global Brands Going Global Digitally Reality Global marketing teams are challenged Consumer Expectations Marketer Expectations

10 A WPP Company Powered by Wunderman Going Global Digitally Our Model A New Breed In 2007 we Formed a new breed of production company, designed to support global brands going GLOBAL DIGITALLY Outsourcing Consultancy Digital Production CRM Execution Analytics

11 A WPP Company Powered by Wunderman Going Global Digitally Our Model agency msc 8 CENTERS 24/7/ DIGITAL TECH & CRM EXPERTS WEBSITES MAINTAINED Create Strategy Creative Customer Journey Target Audience Media & KPI s Develop Creative Design Templates UX Design Localize / Translate Site Development Studio Production MARKETERS SUPPORTED 137+ COUNTRIES Consultancy Digital Production CRM Execution Analytics Decoupling audits Digital Diagnostics Process optimization Implementation roadmaps Privacy Compliance Platform Migrations Digital Production Banner Production Production Social & Mobile Apps Translation Mgt QA Services SEO List Pulls Triggered Marketing Loyalty Program Community Mgt Lead Mgt Reporting Analytics Optimization Dashboards Tagging SEO Campaign Perf.

12 A WPP Company Powered by Wunderman Going Global Digitally Our Model Digital Deployment 130+ countries CRM execution From a single brief Analytics & Optimization

13 A Case Study: Microsoft Marketing Services Centers Corinne Monty, Sr. Director Global Marketing Operations October, 2013

14 MSC Overview Transform marketing capabilities into easy to consume, high scale, privacy compliant services to drive marketing efficiency and effectiveness Global MSC Coverage MSC Statistics

15 The Rise of Operations MSC s are positioned as the foundation for centralized services in a One Microsoft landscape External Factors: Competition Cloud / On Demand Marketing + traditional Product Releases New Customer Feedback Mechanisms: Social / Mobile Technologies Microsoft Marketing Services Centers provide scalable global execution capabilities aligned to marketer needs Centralized Portal Publishing Subsidiary Utilization Consistently adding new Services Consultative Services Workflow Capabilities Extensive Product Line Global Agency support model One Microsoft Internal Factors: Centralization / Regionalization Customer Privacy & Data Security YOY Budget Shifts Dynamic MktgPlatform

16 What is Driving MSC Growth?

17 MSC Growth Journey MSC funding has grown 650% since inception in Expansion has been fueled by the consistent delivery of high quality and efficient service MSC Pre launch Foundation: 2004: Agency Consolidation 2005: Formation of Global Mktg Platform 2008: Launch MSC FY13 FY14 FY12 FY09 FY10 FY resources FY Resources FY14+ >400 Resources Instantiate the Model Increase mktg efficiency for large subs, increase mktg capability for small subs Started with 4 people in Buenos Aires FY11 supporting LATAM Markets 2008 started global expansion Go Digital & Drive Scale Drive digitalization of the MSC & provide the platform for ROMI enablement Expanded to 400 resources globally covering 95 Subs On Demand Marketing Provide end to end connected campaign services for Sub regionalization & Centralization Global Model covering Corp and Field marketing execution Increasing services efficiency, sophistication and standardization 17

18 Driving Growth & Scale: MSC Best Practices 1. MSC management model: Centrally governed, regionally serviced 2. MSC infrastructure: Workflow & Reporting 3. Globally deployed digital: Microsoft.com 4. Locally deployed digital 5. Return on marketing investment (ROMI) enablement

19 BP #1: Centrally Governed / Regionally Serviced Field based funding and local resourcing the key to MSC growth and field adoption Opt in funding model drives field marketer buy in (not viewed as heavy handed corp requirement ) Local support resources and distributed execution model enable time zone support MSC Corp Team: Corp Managed MSC Program & Services Management Service & Program Deployments Training & Readiness Time zone Support model w/ local resources Subsidiary funded via Opt In model MSC Field Team: Stakeholders: Argentina Egypt/Lebanon India Manila Prague Field / Corp Marketers: Americas, LATAM, EMEA, ASIA MSC transcends Microsoft organization structure. MSC provides value as marketing model has shifted from the Field to Regional to Corp

20 BP #2: Workflow & Reporting Benefits: Single Request form for all services from campaign setup, digital production, execution, reporting, etc Branded request experience across 25 unique services types with intuitive shopping cart experience Real time monitoring of request progress including request notifications 100% transparency into MSC utilization by service/requestor Easy to add additional services Goal is one stop shop (localization, telemarketing, asset creation) Workflow Management Tool & Marketer Request Reporting Planning Targeting Execution Response Mgmt BI

21 BP #3: Globally Deployed Digital

22 BP #3: Globally Deployed Digital

23 BP #3: Globally Deployed Digital

24 BP #3: Globally Deployed Digital Phone Computer:

25 BP #4: Locally Deployed Digital

26 BP #5: Return on Marketing Investment 1. Campaign Planning & Budgeting MSC Service: Ensures all MSC requests are associated to a funded campaign with associated budget and outbound & inbound codes MSC Service: Ensures campaign reporting is available to marketers (from impressions to revenue) enabling ROMI reporting and optimization decisions 4. Optimization 3. Reporting / BI 2. Campaign Coding Across All Vehicles MSC Service: Ensures all MSC services carry campaign codes across all vehicles ( , online, etc.)

27 In Summary The MSC s provide a cost efficient model for global marketing execution and campaign deployment improving marketing sophistication & compliance The MSC s succeed when marketers embrace it The MSC s are anticipated to further grow in the One Microsoft realignment In Reality. it s NOT That Complicated

28 A WPP Company Powered by Wunderman

29 You ve mastered the theory, now put it into practice Use the Show Guide to match this session s categories with the providers in the Hall who can help execute! See Page 18 for details