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Flexible Approach

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Building an approach for success:the Samsung Europe analytics story

@nickmilneEuropean Customer & Marketing Analytics Director

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2 – 4 screenshots of web app vs OOTB

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• Audience 1

• Campaign Performance

Over the next 10 to 15 mins, I’ll cover:

1. A (very) brief history of Samsung Electronics

2. Building a vision and framework as a point of reference and to bring the wider organisation around

3. Clearly identifying the projects and deliverables which are the building blocks to getting to the end goal

4. The characteristics needed to survive in complex working environments

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2 – 4 screenshots of web app vs OOTB

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• Audience 1

• Campaign Performance

A (very) brief history of Samsung Electronics:

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2 – 4 screenshots of web app vs OOTB

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• Audience 1

• Campaign Performance

````````` Marketing Activity

Brand Advocacy Demand Generation Acquisition

BRANDAWARENESS

BRANDLOVE

BRANDCONSIDERATION

PRODUCTAWARENESS

TRAFFIC(ONLINE, RETAIL)

PRODUCTCONSIDERATION

PRODUCT PURCHASE & RE-PURCHASE(VOLUME / VALUE)

Outcomes 1. Increased acquisition 2. Increased retention 3. Increased engagement 4. Increased efficiency and ROI

Stores Online

Our Samsung Marketing Excellence Framework (MEF)

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2 – 4 screenshots of web app vs OOTB

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• Audience 1

• Campaign Performance

Bringing a clear set of deliverables together to deliver against MEF

Strategic Market & Marketing Intelligence

(Market Econometrics, Strategic Marketing Analytics, MMM)

Real TimeMarketing Intelligence

(Attribution Modelling, Campaign Scorecards)

Customer & Channel Intelligence

(Propensity Modelling)

Powered by:smart

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Characteristics to thrive in complex work environments

MMM

Strategic Marketing Analytics

From:

To:

Be smartBe patient

Characteristic:

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Characteristics to thrive in complex work environments

MMM

Strategic Marketing Analytics

From:

To:

Be smartBe patient

Characteristic:

12 month BI Platform Approval

Award Winning smartBI

PerservereNegotiate

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Characteristics to thrive in complex work environments

MMM

Strategic Marketing Analytics

From:

To:

Be smartBe patient

Characteristic:

Award Winning smartBI

PerservereNegotiate

Customer Lifetime Value

Retail Catchment Area Store Planning

Be resilientBe entreprenurial

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2 – 4 screenshots of web app vs OOTB

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• Audience 1

• Campaign Performance

Recap

1. Building a vision and framework as a point of reference and to bring the wider organisation around

2. Clearly identifying the projects and deliverables which are the building blocks to getting to the end goal

3. The characteristics needed to survive in complex working environments• Be Smart• Be patient• Persevere• Negotiate• Be Resilient• Be Entrepreneurial