DIGITAL MARKETING PLATFORM: THE NEW WAY TO CONSUMER

MOSCOW, OCTOBER 15TH, 2014

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TRENDS

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THE NEW CONSUMER

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BIG IS SMALL

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SWITCH BETWEEN CHANNELS

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PERSONAL COMMUNICATION

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CONSUMER PATH

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PROFIT-ORIENTED CONSUMER

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RECESSION IN THE MARKET

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LEGAL RESTICTIONS

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NEW MEDIA EVERY DAY

Things have changed us…

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TAKE ACTION NOW

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SAVE TIME. SAVE MONEY.

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MARKETING ORGANIZATIONS have begun to embrace these new realities,

but there is a wide spectrum of MATURITY…

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 17 17

A BIT OF INSPIRATION

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Digital Marketing Platform

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Digital Marketing Platform is NOT…

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NOR it is just this…

THE VISION ⎸ DIGITAL MARKETING PLATFORM

Enable a Business to Win with Digital and Set up for Success

Create marketing advantage that enables superior growth and marketing innovation.

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Digital Marketing Platform

This is not about websites. This is about providing a standard set of processes and tools to SUPPORT and DRIVE marketing function: Builds FOUNDATION of marketing

operations, MEASURE effectiveness, and RESPOND QUICKLY to shifting customer

behaviors Ensure SCALABILITY for future growth.

THE VISION

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 23

DMP IS GLOBAL, MULTI-CHANNEL CAMPAIGNS

The digital marketing platform enables marketers to build seamless, data driven, integrated relationships with customers, cross multiple formats and brands

© COPYRIGHT 2012 SAPIENT CORPORATION | CONFIDENTIAL 24

Marketing services

Single

connection Single Access

Single customer view Data / Analytics

Governance Business

Design / Brand Technical

Experience

PLATFORM ELEMENTS

Content Loyalty Platform SMS Call Centre Email

Marketing

Mobile Social Media Video In bar Promos In store materials

CMS Modules

eComms modules

Brand Experience

Brand guidelines

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TECHNOLOGY

ADOBE CQ5 (EXPERIENCE MANAGER)

ADOBE ANALYTICS

ADOBE DIGITAL ASSET MANAGER

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RESULTS

11 (10 web + 1 mobile app)

Campaigns in 2014 vs. 5 web in previous years

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RESULTS

INCREASE SPEED TO MARKET

1 4 CAMPAIGN

LAUNCH \ MONTH CAMPAIGN

LAUNCH \ MONTH

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RESULTS

DECREASE TIME FOR CAMPAIGN DEVELOPMENT

10 6 WEEKS\

CAMPAIGN WEEKS\

CAMPAIGN

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RESULTS

IDEATION VS. IMPLEMENTATION

BEFORE AFTER

20%

MORE TIME FOR CREATIVITY

80% 80%

20%

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RESULTS

TEAM CAPACITY

BEFORE AFTER

4 1

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RESULTS

2 MIN

TO IMPLEMENT CHANGE

1DAY

FOR PUSH MECHANICS

EFFORT

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RESULTS

MOBILE USERS

2012 2014

5% 25%

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RESULTS

ANALYTICS – integrated promo & web PRIZE HUNTERS – save up to 50% of prize fund

SECURITY

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PLANS FOR THE FUTURE

FOCUS ON ANALYTICS & MORE INSIGHTS

DMP DEVELOPMENT (SOCIAL + TRADE)

CROSS COUNTRY DEVELOPMENT

THANK YOU!