FROM SOLUTIONS TO SYSTEMSMARK ZAGORSKI : EVP NIELSEN, CEO EXELATE

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POP QUIZ

Half of my ad dollars are wasted . . .

The more things change . . .

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COMPANIES STRUGGLE TO TIE MARKETING TO SALES

71% of Fortune 1000

Can’t quantify long-termmarketing impact

64% of Fortune 1000

Can’t quantify short-termmarketing impact

36%

46%

18%

29%

48%

23%

Short-Term Impact Long-Term Impact

METRICS FOR DEMONSTRATING IMPACT OF MARKETING SPENDING ON BUSINESS

Proved Impact Quantitatively

Good QualitativeSense of Impact, NOT Quantitative

Haven’t Shown Any Impact Yet

Source: The World Market Watch, The CMO Survey, August 2015

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ORGANIZATIONAL SILOS ARE ONE BARRIER TO CLEAR INSIGHTS

Different Goals and Strategies

Separate Pools of Data and Insights

Independent Sets of Results

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. . . TECHNOLOGY IS ANOTHER

ATTRIBUTION

ROI

MEASUREMENT

DATA

ANALYTICS DATA MANAGEMENT

PLATFORM(DMP)

DIGITALDATA

PLANNINGTOOLS

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MARKETING CLOUDS CAN BRING PEOPLE AND TECH TOGETHER

Digital Marketing LeadsMedia Planners

Creative Professionals Data Analysts

MARKETING CLOUD

TO DRIVE OPTIMAL ACTIVATION ATTRIBUTION

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ACTPLAN ANALYZE

Build & Distribute Audience Segments Across Channels• Data Management • Segmentation & Modeling• Universal Activation

2

Act On Data Insights / Optimize Audience Models, Creative and Media Plan• Global Frequency Capping• Message Sequencing • Predictive Analytics & Modeling

4

Digital Marketing

Agency Team

Customer Acquisition

Omnichannel SupportSearch, Social, Display, Mobile,

Email, Website, Radio, TV

1Build Omnichannel Plan• Consumer Profiling• Sequence Digital &

Traditional Media

Media Planning

Analyze Full-Funnel Results In Real Time• Multi-Touch Attribution • In-Flight Analytics• Sales Effect - Attribution

3

Analytics

Brand Manager

…DRIVING CONTINUOUS LEARNING & OPTIMIZATION

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START THE PLAN WITH A COMPLETE PROFILEAUDIENCE DIGITAL TRADITIONAL IN-STORE SALES

UID

Dem

os

Dev

ices

Life

sta

ge

Location

Segm

ent

Ap

p

Dis

pla

y

Soci

al

Web

site

Emai

l

Co

up

on

TV Pri

nt

Rad

io

Mai

l

Cir

cula

r

Trad

e

Pro

mo

Pri

ce

Ass

ort

/OSA

HH

Sale

s

Sto

re S

ales

Cat

ego

ry

Co

mp

etit

or

Loya

lty

R1x 2 0 3 x x x x x x a 1 a x x x x x

R2x 3 4 4 x x x x x x x a 3 d x x x x

R3x 1 7 9 x x x x x 4 f x x x

Rx 1 8 4 x x x x b b 4 h x x x

PLAN

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SCALE AUDIENCES WITH ADVANCED MODELING

ACT

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ACTIVATE ACROSS ALL MARKETING CHANNELS

ACT

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ANALYZE ROI CONTRIBUTION ACROSS CHANNELS & TACTICS

ANALYZE

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MAXIMIZE MARKETING EFFICIENCY

PLACEMENT CONTENT PUBLISHER MEDIAUNIT

CREATIVE AUDIENCE

EFFICIENCY

RELEVANCE

COST

OPTIMIZE CONTINUOUSLY

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AUTOMATE OPTIMIZATION WITH MACHINE LEARNING

MACHINE LEARNING

Predictive modeling technology learns and responds to real-time changes in consumer behavior

INFINITE SCALING

Scale to thousands of audience models

to manage all audience needs

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ACTPLAN ANALYZE

Create & Activate Audience Segments Across Channels2

Act On Data Insights / Optimize Audience Models, Creative and Media Plan

4

1Build Omnichannel Plan & Profile

Analyze Full-Funnel Results In Real Time3

MARKETING CLOUDS SUPPORT THE CYCLE

MARKETINGCLOUD

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CASE STUDY: MULTINATIONAL CPG

Global multinational CPG sought to drive incremental sales by creating a coordinated omni-channel consumer experience

GOAL

Data Management Platform (DMP) unified 1st party, NCS, and

predictive modeling tactics across channels.

Multi-Touch Attribution (MTA)discovered how each audience tactic, media, placement drove ROI and sales.

Online Learning™ always-on,

learning algorithm to automate optimization based on offline salesSO

LUTI

ON RESULTS

2.3 millionINCREMENTAL PRODUCTS SOLD ATTRIBUTED TO DMP TACTICS

10X+ROI AND EFFECTIVENESS THAN PREVIOUS TACTICS

ACT

ANALYZE

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Marketing Clouds can drive this evolution . . .

THANKS!