"Global Digital Campaign Deployments Dream or Nightmare? "

Global Digital Campaign Deployments

Dream or Nightmare?

Presented by: Andrew Rutberg / Corinne Monty

Powered by WundermanA WPP Company

1. Introductions2. Global Brands going Global Digitally 3. A model that scales4. Microsoft case study5. Q&A

Agenda


Andy Rutberg, PresidentWPP’s Marketing Solutions Center

Corrine Monty, Sr. DirectorSales & Marketing Service Centers

Global Marketing Operations, Microsoft

Global Brands Going Global Digitally

Powered by WundermanA WPP Company Marketing turbulence is the New Normal


PerceptionDigital Has Changed Everything

Everything can be done at

lightning speed

Tagging, SEO, Web Analytics are standard

Platforms are compatible

and interchangeabl

e


Powered by WundermanA WPP Company Global Brands Going Global Digitally


1000’s of pages

Digital Has Changed Complicated Everything

100’s of sites

multiple languages

legal & compliance

countries & cultures

multiple agencies

multiple brands multiple cms’s

local vs. global

legacy & broken links


Reality


Customers expect brand consistency & relevance in every interaction

100’s of channels

stewards of privacy

multiple devices

remember me


Reality

consistent branding


Global marketing teams are challenged


Reality

ConsumerExpectations

MarketerExpectations


A New BreedIn 2007 we Formed

a new breed of production company,

designed to support global brands going

GLOBAL DIGITALLY

Outsourcing ConsultancyDigital Production

CRM ExecutionAnalytics

Going Global Digitally Our Model


• Strategy• Creative• Customer Journey• Target Audience• Media & KPI’s

Create

agency

msc

• Creative Design• Templates • UX Design• Localize / Translate• Site Development• Studio Production

Develop

• Digital Production• Banner Production• Email Production• Social & Mobile Apps• Translation Mgt• QA Services• SEO

Digital Production • List Pulls

• Email• Triggered Marketing • Loyalty Program• Community Mgt• Lead Mgt

CRM Execution • Reporting

• Analytics• Optimization• Dashboards• Tagging• SEO• Campaign Perf.

Analytics

• Decoupling audits• Digital Diagnostics• Process optimization• Implementation roadmaps• Privacy Compliance• Platform Migrations

Consultancy

8 CENTERS 24/7/365

800+ DIGITAL TECH & CRM EXPERTS

1000+ WEBSITES MAINTAINED

1000+ MARKETERS SUPPORTED

137+COUNTRIES

Going Global Digitally Our Model

Powered by WundermanA WPP Company Going Global Digitally Our Model

From a single brief

Digital Deployment130+ countries

CRM execution

Analytics & Optimization

Corinne Monty, Sr. Director – Global Marketing Operations

October, 2013

A Case Study:Microsoft Marketing Services Centers

MSC OverviewTransform marketing capabilities into easy-to-consume, high-scale, privacy compliant services to drive marketing efficiency and effectiveness

Global MSC Coverage MSC Statistics

The Rise of Operations…MSC’s are positioned as the foundation for centralized services in a “One Microsoft” landscape

External Factors:

Internal Factors:

Microsoft Marketing Services Centers provide scalable global execution capabilities aligned to marketer needs

Competition New Customer Feedback Mechanisms: Social / Mobile

Technologies

Centralization / RegionalizationOne Microsoft

YOY Budget Shifts

Extensive Product Line

Customer Privacy & Data Security

Dynamic Mktg Platform

Cloud / On-Demand Marketing + traditional Product Releases

Centralized Portal Publishing Subsidiary Utilization Consistently adding new

Services

Consultative Services Workflow Capabilities

Global Agency support model

What is Driving MSC Growth?

MSC Growth Journey

17 |

FY09

FY10 FY09-114 – 200 resources

FY11

…

FY14

FY12-13200 – 400 Resources

FY14+>400 Resources

FY13

FY12

“Instantiate the Model”Increase mktg efficiency for large subs, increase mktg

capability for small subs

“Go Digital & Drive Scale”Drive digitalization of the MSC &

provide the platform for ROMI enablement

“On Demand Marketing”Provide end-to-end connected

campaign services for Sub regionalization & Centralization

Started with 4 people in Buenos Aires supporting LATAM Markets2008 – started global expansion

Expanded to 400 resources globally covering 95 Subs

Global Model covering Corp and Field marketing execution

Increasing services efficiency, sophistication and standardization

MSC funding has grown 650% since inception in 2008. 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

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

BP #1: Centrally Governed / Regionally ServicedField 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

Field / Corp Marketers: Americas, LATAM, EMEA, ASIA

Argentina Egypt/Lebanon India PragueManilaMSC Field Team:

Stake-holders:

Corp Managed Service & Program Deployments

MSC Program & Services Management

Training & Readiness

Subsidiary funded via Opt In model

Time-zone Support model w/ local

resources

MSC Corp Team:

MSC transcends Microsoft organization structure. MSC provides value as marketing model has shifted from the Field - to Regional - to Corp

BP #2: Workflow & ReportingWorkflow Management Tool providing an efficient, integrated request submission, tracking & management system. Highly scalable across services & marketers providing a consistent experience

Benefits:• Single Request form for all services – from campaign setup, digital production, email 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

Shopping Cart Request Experience

Status Monitoring on stages of execution

Request Execution

Marketer Experience:

MSC Services & Experience:

Request Reporting

Planning Targeting Execution

Response Mgmt

BI

Approval ModuleResource Utilization

Capacity Mgmt

BP #3: Globally Deployed DigitalVision: Increase impact, consistency and efficiency of Microsoft Digital Portals to drive marketing impact and deliver a consistent customer experience

Microsoft.com Web Portal: Same experience across 95 Subs! Localized campaign content calendar aligned to corporate priorities Microsoft.com – US site

Vision: Increase impact, consistency and efficiency of Microsoft Digital Portals to drive marketing impact and deliver a consistent customer experience

Microsoft.com Web Portal: Same experience across 95 Subs! Localized campaign content calendar aligned to corporate priorities Microsoft.com – France site

BP #3: Globally Deployed Digital


Microsoft.com Web Portal: Same experience across 95 Subs! Localized campaign content calendar aligned to corporate priorities Microsoft.com – Japan site



Innovation & Technical Deployments: Responsive Design adjusts elements on the page according to device resolution

Computer:

Phone


BP #4: Locally Deployed DigitalThe MSC provides field marketers with digital marketing capabilities spanning website creation / maintenance, web development, SEO & link maintenance

Responsive Design (Same Page & Content shown in different resolution and screen sizes)

Social Media:

SMB Portal – Central & Eastern Europe

BP #5: Return on Marketing InvestmentThe ability to have standardized global insights on marketing campaigns that allow marketers to optimize and improve performance

MSC Service: Ensures all MSC services carry campaign codes across all vehicles (email, online, etc.)

MSC Service: Ensures campaign reporting is available to marketers (from impressions to revenue) - enabling ROMI reporting and optimization decisions

The MSC’s ROMI services ensure consistent campaign setup, tracking and reporting globally as well as support marketers in making strategic campaign resourcing & optimization decisions

1. Campaign Planning

& Budgeting

2. Campaign Coding – Across All Vehicles

3. Reporting /

BI

4. Optimizati

on

Most Companies Start Here…

But…must start earlier at planning & setup stages

MSC Service: Ensures all MSC requests are associated to a funded campaign with associated budget and outbound & inbound codes

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


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

Business

"Global Digital Campaign Deployments Dream or Nightmare? "