Global Digital Campaign Deployments

Dream or Nightmare?

Presented by: Andrew Rutberg / Corinne Monty

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

Agenda

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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

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PerceptionDigital Has Changed Everything

Everything can be done at lightning

speed

Tagging, SEO, Web Analytics are

standard

Platforms are compatible and interchangeable

Global Brands Going Global Digitally

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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

Global Brands Going Global Digitally

Reality

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Customers expect brand consistency & relevance in every interaction

100’s of channels

stewards of privacy  

multiple devices

remember me

Global Brands Going Global Digitally

Reality

consistent branding

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Global marketing teams are challenged

Global Brands Going Global Digitally

Reality

ConsumerExpectations

MarketerExpectations

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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

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• 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 CENTERS24/7/365

800+ DIGITALTECH & CRM EXPERTS

1000+ WEBSITESMAINTAINED

1000+ MARKETERSSUPPORTED

137+COUNTRIES

Going Global Digitally Our Model

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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 ServicesWorkflow Capabilities

Global Agency support model

What is Driving MSC Growth?

MSC Growth Journey 

17 |

FY09FY10 FY09‐11

4 – 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” corprequirement”)

• 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 & Reporting

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

Planning Targeting Execution Response Mgmt

BI

BP #3: Globally Deployed Digital

BP #3: Globally Deployed Digital

BP #3: Globally Deployed Digital

Computer:

Phone

BP #3: Globally Deployed Digital

BP #4: Locally Deployed Digital

BP #5: Return on Marketing Investment

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  

1. Campaign Planning & Budgeting

2. Campaign Coding –Across All Vehicles

3. Reporting / BI

4. Optimization

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

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