MINDSHARE

Adapt or Die: How Agencies Must Evolve to the Ever-Changing Digital

Landscape

Today’s media landscape is evolving at an unprecedented rate

2

BLACK & WHITE TV

FIRST SATELLITE

BROADCAST

RISE OF CABLE TV

MORE ADVERTISER-SUPPORTED NETWORKS

DIGITAL AND

INTERNET REVOLUTION

SMARTPHONES HDTV TABLETS OVER-THE-TOP DISTRIBUTION

CHANGE IS ACCELERATING.

1950s 1960s 1970s 1980s 1990s 2000 - 2005 2006 - 2011

2012 AND BEYOND

XBOX LIVE CAMERA IN DEVICES/TV-

LEARNING THE CONSUMER

TARGETED ADS

PERSONALIZED RECOMMEND-

ACTIONS

ENHANCED CONTENT SEARCH

CAPABILITIES

CLOUD-BASED CONTENT DELIVERY

SOCIAL TV DIGITAL RADIO VIA MOBILE AND

TABLET APPS

…

DVR FIRST DOWNLOAD-

ABLE CONTENT

SOLD

MP3 PLAYERS

VIDEO STREAMING

DIGITALTV

CONNECTED WORLD

3

Infinite devices & channels

Finite time & attention

4

But the object remains the same

Right •  Audience

•  Format

•  Creative & Message

•  Setting (Time, Place, Context)

Reach

Drive •  Relevance

•  Receptivity

•  Attention

Influence

Maximize •  Response

•  Outcome

Impact

5

Veracity

Data Uncertainty Managing the reliability and predictability of inherently

imprecise data types

Velocity

Data in Motion Analysis of streaming data to enable decisions within

fractions of a second

Volume

Data at Scale Terabytes to

petabytes of data

Variety

Data in Many Forms Structured, unstructured,

text, multimedia

more and more signals to better understand a consumer

Just having data is no use unless it can be turned into…

6

Value

7

Use a combination of analytical capabilities

What happened? Mining past data to report, visualize, and understand what has already happened — after the fact

Descriptive

Why did it happen?

Leverages past data to understand the underlying relationship between data inputs and outputs to understand why something happened

Diagnostic

What can I do more?

Determines what “value add” can be provided before the consumer realizes the need

Pre-emptive

What will happen?

Determines which decision and/or action (“what if”) will produce the most effective result against a specific set of objectives and constraints

Predictive

What should I do?

Investigative data to proactively seek opportunities to target (emergent outcomes)

Prescriptive

Sense & Respond Predict & Act

Hindsight Insight Foresight

Data-to-decisions process

8

Volume Variety

Velocity Veracity

Data Actions Insights

Audience (Who)

Message (What)

Time (When)

Channel (Where)

9

Valu

e

Event

Data captured

Insights delivered

Action taken

Time

Action time

Improve response time to opportunities

10

Information Capture, transform and visualize relevant data

into meaningful business metrics

Input to Outcome

Insights Identify underlying drivers, patterns, & trends; understand

behavior and predict outcome

Impact Operationalize data driven decisions to realize sustainable business value and

competitive advantage

Focused at helping brands bridge

11

Enlighten

Creating Insights To

Empower

Leveraging Data To

Enable

Using Partners To

A closed-loop phi losophy

1. 2.

4. 3. 12

THANK YOU