Epiphany Autumn Conference 2015 London
Transcript of Epiphany Autumn Conference 2015 London
PowerPoint Presentation
COPYRIGHT JAYWING PLC 2015WelcomeTom SalmonMD Epiphany
#epiphanylondon
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Content is still King Alex Blaikley | Industry Head - Agency
Confidential & Proprietary
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The emerging preference perfectly illustrates the way technology sometimes brings about radical aesthetic reconsideration on art and media and causes a lot of heartache for old-timers in the process.
Confidential & Proprietary
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Confidential & Proprietaryhttps://www.youtube.com/watch?v=Fhg8Y-WXJgI
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Confidential & Proprietaryhttps://www.youtube.com/watch?v=V6Y-ahQFQDA
YouTube is not an audition room for legacy media
These guys arent TV stars in waiting, they arent waiting for a break to get on TV.
It has to be mindful of the fact that they are social talent, born of a digital platform.
They have honed their craft on YouTube and all these doors are now opening to see what they are capable of on other platforms.
Dom Smales MD - Gleam
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1 bn active users per month
60% of views are on mobile
Triple the number of users to YouTube via homepage vs 2014
Watch time has increased by 60% YOYAverage session is now 40mins
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AdWords
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By using the combined media plan, you can effectively reach 25.33% more of the target audiencewhile keeping the budget the same.
Cost Reach
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DV-GDigital Video - GeneralContent suitable for general audiences
Unlikely to contain mature content
Cooking, Parenting
DV-PGDigital Video - Parental GuidanceContent suitable for most audiences with parental guidance
May contain some mature content
Non-contact sports, Beauty
DV-TDigital Video - TeenContent suitable for teen and older audiences
May contain frequent mature content
Comedy, News
DV-MADigital Video - Mature AudienceContent suitable only for mature audiences
May contain excessive mature content. Should not include pornographic content.
Music Videos with Explicit Content, Adult Humour
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Ad RecallConsiderationFavourabilityAwarenessIntent
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Confidential & Proprietaryhttps://www.youtube.com/watch?v=pvcj9xptNOQ
10% of top 100 brand videos are 10+ minutes in length
Top 100 brands collectively upload a new video every 18.5 mins
Views for Top 100 Brands videos have increased by 85% YOY
Subscriber numbers have increased by 47% to 73m YOY
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Agree that your audience is on YTThink about the best way to target themThink about the best way to measure the campaign
Confidential & ProprietaryDigital platforms dont exist for advertising; respect the audienceAdvertisers have to embrace the reason why people are online - be where your audience are...on a global scaleDont look at video simply as an extension of display or worse search. Think of it as part of your A/V toolkitDigital Video has the ability, done well, to be the most powerful medium for brandsTo do this well, you need the support of your media & creative agency
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James LonghurstJaywing Media
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Thinking like a Publisher
(or how to balance competing content objectives, manage creative tension & produce great content)
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Content Marketing Trends 70% of UK marketers are using content marketing Content Marketing is a 4 billion industry in the UK For those already using content marketing 20p in every 1 spent is on content 46% of marketers say that their biggest challenge is producing enough engaging content
COPYRIGHT JAYWING PLC 2015Im pretty sure its a legal requirement in a content marketing presentation to mention some trends - so heres some relevant ones for us from the CMA
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Content Marketing Challenges
My content doesnt engage
My content isnt effective
My content doesnt convert
COPYRIGHT JAYWING PLC 2015http://www.contentmarketingworld.com/the-three-biggest-challenges-facing-content-marketers-and-how-to-overcome-them/
My content isnt effective - (Think more like a publisher)
My content doesnt engage - (Put story first)
Guardian Editors use 20-50-30 research-writing/editing-promoting
My content doesnt convert - (Target a better audience)
But the big trend and challenge weve been seeing is around business objectives for content marketing 42
Content Objectives
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Content Objectives
ReachBuild audienceIncrease social followingSEO
ReputationBuild brandThought leadershipInfluence decision making
ResponseLead generationCapture client dataConversion to sales
COPYRIGHT JAYWING PLC 2015Wanting an audience, wanting an audience to think something, wanting an audience to do something,
Content objectives are many and diverse (as Laura said earlier we are often asking too much of our content)
Its hard to balance them and that makes it hard to measure them too
If you streamline them too much it will come back to bite you
University example:
Convert UK undergradsNurture applicants Attract International undergrads Attract Postgrads Parents Teachers Business Partners Media Policy makers and other influencers
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How can you balance these objectives?
COPYRIGHT JAYWING PLC 2015Sounds stupid but writing down and prioritising objectives is critical mixed, unclear and unweighted objectives will kill your content and probably your content team too!
AUDIENCE, AUDIENCE, AUDIENCE Audience Grids
Choosing good metrics is really important if you are trying to influence a key group of opinion formers then traffic volume may be entirely wrong
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It isnt easy
COPYRIGHT JAYWING PLC 2015And thats ok lots of people are wrestling with the same challenges.
Dont make it easy either simplifiying your objectives will lead you to missing some out and it will come back to bite you
Its not easy
It requires a clear content strategy
Understand your audience and understand that audiences may differ for each of your objectives
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It requires a clear content strategy
COPYRIGHT JAYWING PLC 2015CMA say that companies with content strategies are
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Write objectives down.
COPYRIGHT JAYWING PLC 2015Letter of note / tiger oil company
Sounds stupid but writing down and prioritising objectives is critical mixed, unclear and unweighted objectives will kill your content and probably your content team too!
Write them down refer to them and communicate them around your business pledge cards
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.but dont set them in stone
COPYRIGHT JAYWING PLC 2015Understand your audience & understand that audiences may differ for each of your objectives
COPYRIGHT JAYWING PLC 2015AUDIENCE, AUDIENCE, AUDIENCE Audience Grids
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Measure, Report, Refine and Adapt
Success is stumbling from failure to failure with no loss of enthusiasm
COPYRIGHT JAYWING PLC 2015Choosing good metrics is really important if you are trying to influence a key group of opinion formers then traffic volume may be entirely wrong
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Why your business needs a publisher (or at least someone who acts like one)
COPYRIGHT JAYWING PLC 2015What is a publisher?
Responsible for the quality and effectiveness of content
Understands business objectives and content objectives and can balance the two
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CREATIVE TENSION
COPYRIGHT JAYWING PLC 2015All media companies exist in constant tension between commercial and editorial objectives
Sales teams demanding more and more give from editorial teams (write about my client like this, bigger adverts etc)
Editorial team decrying pressure from commercial
Its a publishers job to listen to these arguments and take the long view on deciding a course of action taking pragmatic decisions.
Create the space for bravery in content and creativity
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Editorial teams need to fight the corner of the content they create - sometimes at the expense of the commercial aims of the business great content needs this tension
COPYRIGHT JAYWING PLC 2015But the publishers role is to balance this
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The publishers jobBalance sometimes conflicting objectives (and teams) Keep the editorial team on pointHold the editorial team to account Create an environment that rewards creativityDefend the content team internally and represent them externally Keep a constant eye on the long game Look for innovation and best practice Keep refining and improving publishing & compliance processes
COPYRIGHT JAYWING PLC 2015When it goes wrong/when you dont have a publisher your content team can go off track
Short term commercial imperatives can override long term strategy
Hard for the editorial team to do because they are so close to the output ( Avoid your editorial team becoming risk adverse)
Create the space for bravery in content 56
What they will do for your business and content:
Improve the effectiveness of your content
Meet your commercial and editorial goals
Streamline the production of content
COPYRIGHT JAYWING PLC 2015Publisher role can be fulfilled by a range of different people within the organisation or agency
Its about finding someone who understands your audiences, your content and business objectives (which are potentially conflicting and complicated)
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Conclusion Your content will have a range of diverse and sometimes conflicting objectives
Thats ok as long as you write them down
Thinking and acting like a publisher will help you meet your business objectives and create better content
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Content for the constantly connectedRich Lawrence Head of Content Strategy
COPYRIGHT JAYWING PLC 2015AgendaThe rise of the constantly connected
How they behave
How to market to them
COPYRIGHT JAYWING PLC 2015Going to show you some recent stats which really hit home how all audiences are connectedGoing to show you how connected people behave in terms of contentGoing to show you how we can use this60
The rise of the constantly connected
COPYRIGHT JAYWING PLC 2015Hours spent online per week (avg.)http://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/adults/media-lit-10years/ 21 Hours
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% of people that own a smartphonehttp://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/adults/media-lit-10years/
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% of people that own a tablethttp://stakeholders.ofcom.org.uk/market-data-research/other/research-publications/adults/media-lit-10years/
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How they behave
COPYRIGHT JAYWING PLC 2015The connected behaviourSEARCHINGBROWSINGCONSUMINGCOMMUNICATING
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The connected landscapeSEARCHINGBROWSINGCONSUMINGCOMMUNICATING
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How to market to them
COPYRIGHT JAYWING PLC 2015Content marketing for the constantly connected
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Content marketing for the constantly connected
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Interrupting them
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Featuring in their browsing landscape
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Providing what they are searching for
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SummaryWe are not a long way from all being constantly connected, regardless of age
Our connected landscape lies across four core behaviours browsing & searching, consuming & communicating
We can use each to cover the three different stages of what is needed to sell something to a user
We dont need to try and cover all three stages with one piece of content for the constantly connected as we have plenty of time/ways to reach them.
COPYRIGHT JAYWING PLC 2015Attributing value to marketing activityChris Rowett Head of PPC
COPYRIGHT JAYWING PLC 2015ADD NAMES
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COPYRIGHT JAYWING PLC 2015Exploring AttributionA typical customer does not click once and buy, and most dont use just one channel
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Channel ComparisonYou Need 2 Weighted ModelsBrand Versus Non-Brandbecause Brand & Non Brand keywords only exist in Paid & Organic (and are hidden for organic)
COPYRIGHT JAYWING PLC 2015Channel Attribution Model
Moving away from the standard last click model shows the value of top of funnel activity like display!
COPYRIGHT JAYWING PLC 2015PPC Specific Attribution Model
Brand CampaignsNon - Brand
Applying a model that treats Brand and Non-Brand differently shows the value of Non-Brand searches.
COPYRIGHT JAYWING PLC 2015Choosing a model
COPYRIGHT JAYWING PLC 2015Poor Models
COPYRIGHT JAYWING PLC 2015Better
COPYRIGHT JAYWING PLC 2015Best
COPYRIGHT JAYWING PLC 2015Creating a model
COPYRIGHT JAYWING PLC 2015Including Brand for PPC Models
COPYRIGHT JAYWING PLC 2015Determining Weights
COPYRIGHT JAYWING PLC 2015Path Length
Considered PurchaseImpulsive PurchaseHigh Middle Click WeightLow Middle Click Weight
COPYRIGHT JAYWING PLC 2015Time LagSlow PurchaseFast Purchase
High Last Click WeightHigh First Click Weight
COPYRIGHT JAYWING PLC 2015Kempinski Hotels
COPYRIGHT JAYWING PLC 2015Time Lag
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COPYRIGHT JAYWING PLC 2015
High Last Click WeightHigh First Click Weight
COPYRIGHT JAYWING PLC 2015GA Premium
COPYRIGHT JAYWING PLC 2015Algorithmic Attribution Modelling
GA Premium is the next stage in attribution modelling, offering algorithmic changes.
Your Weighted Model will be altered automatically to constantly tweak and improve reliability based on data being collected.
Market conditions are accounted for with the progressive small changes to the model.
COPYRIGHT JAYWING PLC 2015Summary
Value every touchpoint to some extent, and you are improving your view of online marketing
Tailor your weightings to match your business needs
Test different options for your classification of what is valuable
Talk to us about creating a tailored model
Consider Algorithmic modelling as another reason to go GA Premium
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Understanding audience and personalised displayMitch Vidler
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Data ManagementMarketing analysis & consultingRisk analysis & consultingFounded in 1999, data analysis is at the heart of our business.Turning data into valueMarketing StrategyPredictive AnalysisDescriptive AnalysisDigital StrategyCustomer CommunicationsModelling & AnalysisPortfolio & StrategyFraud Risk Credit RiskRegulationData ConsultancyData InfrastructureData MartsModelling & AnalysisPortfolio & StrategyFraud Risk Credit RiskRegulation
COPYRIGHT JAYWING PLC 2015OrganiseReportDescribeFulfilDatabasesData InfrastructureData MartsCreation of reporting suites in: ExcelQlikviewTableauProfilingSegmentationInvestigationDirect mail & emailSMS & real-time notifications Display advertising Online call centre, secure messaging,PredictModels that predict loss, risk and marketing outcomes:Marketing propensityBehaviouralCredit risk & fraud
Turning data into value
COPYRIGHT JAYWING PLC 2015What if we could?..
COPYRIGHT JAYWING PLC 2015Everest slide
COPYRIGHT JAYWING PLC 2015What if we couldLook up previous offline purchase behaviour before serving an ad?
COPYRIGHT JAYWING PLC 2015AnswerWe could offer hyper-personal adverts, relevant on a customer-by-customer basis, rather than broad segments based on just impression data.
COPYRIGHT JAYWING PLC 2015Single-layer Retargeting
COPYRIGHT JAYWING PLC 2015Single-layer Retargeting
COPYRIGHT JAYWING PLC 2015Dual-layer Retargeting
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Dual-layer Retargeting
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Static Customer DataNameAddressDOBTransactional historyLoyalty dataDynamic Behavioural DataOnline dataBrowsing behaviour Clicks & viewsWeb trafficeCRM analyticsThe Client Challenge
Hidden away in products such as GAVisible but not useableWhat to capture? What to do with it?How to link with current CRM activity?
Used to create a Single Customer View
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Static Customer DataNameAddressDOBTransactional historyLoyalty dataDynamic Behavioural DataOnline dataBrowsing behaviour Clicks & viewsWeb trafficeCRM analyticsThe Client Challenge
COPYRIGHT JAYWING PLC 2015AviosUnderstanding customers collection and redemption behaviour
A more intuitive way of allocating redemptions to awards200x fasterin our big data environment
We gave Avios the ability to derive more meaningful business insights and make better decisions about awards and redemptions more importantly, accurate accounting for future redemption on the balance sheet, as every redemption is a cost that impacts P&L.
COPYRIGHT JAYWING PLC 2015Better Product Recommendations
COPYRIGHT JAYWING PLC 2015Existing approaches
Rules-basedAttribute ModellingCollaborative FilteringSimple rules-based approach where data volume and complexity is lowStatistically-derived models for accurate prediction based on attributes most likely to drive salesAdvanced modelling technique to evaluate all aspects of customer behaviour
COPYRIGHT JAYWING PLC 2015Existing approaches
Rules-basedAttribute ModellingCollaborative FilteringSimple rules-based approach where data volume and complexity is lowIncorporates customer demographic information and product featuresLimited incorporation of purchase history Does not scale well to large product inventories Does not identify patterns in purchase behaviourScales to large product inventoriesIdentifies patterns in purchase behaviour Does not incorporate demographic information or product features (suffers from colds starts)
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Jaywing Approach
Identifies patterns in purchase behaviourDynamically updates based on actual purchase behaviourWorks well on large product inventoriesIncorporates a priori customer/product information
COPYRIGHT JAYWING PLC 2015Customer / Product LifecyclePredictive PowerBetter predictions at all stages
Jaywing approachCollaborative FilteringAttribute Modelling
COPYRIGHT JAYWING PLC 2015What if we could?..
COPYRIGHT JAYWING PLC 2015Up-to-the-minute prices in emails at the point of openingSignificant contribution to profit and the bottom lineJet2.com and Jet2 HolidaysHow personalisation can increase sales by 30% and more
COPYRIGHT JAYWING PLC 2015
COPYRIGHT JAYWING PLC 2015