How to reach moms
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UNDERSTANDING THE MOMS
CONTEXT
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I am George Achillias, a guy crazy with Maths and Physics but in love with Anthropology and Ethnography@thibetian
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THE WORLD changes
Touch-points Talk-points
Retailers Story-tellers
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EVERYTHING WE DISCUSS TODAY IS RELATED
Search
AdvocacyContextual
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MUM’s USE DIGITAL TO FULFILL different need states
MEME + BABY
ME + OTHERS
INFO: Parenting sites, Blogs & Forums
PURCHASE:Review Sites, eRetailers e.g. Amazon,
Kidicare
BABY TIME: VOD, YouTube, Kids properties & apps
e.g. Disney Jnr.
UTIILITY:Banking, Grocery Shopping, Maps,
Apps
NEWS:News Sites/Apps, Portals
ENTERTAINMENT:VOD, YouTube, Gaming, Websites,
Blogs, Apps
DISCOVERY:Google, Pintrest, Twitter, Facebook,
CONNECT & SHARE:Facebook, Twitter, Instagram,
Skype, Pintrest
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this is underpinned by search & ADVOCACY
“ME TIME”-NEWS-ENTERTAINMENT-DISCOVERY -UTILITY
SEARCH
ME + BABY
-INFORMATION-PURCHASE
ME + OTHERS
-CONNECT & SHARE
ADVOCACY
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with social channels Performing divergent roles
“ME TIME”-NEWS-ENTERTAINMENT-DISCOVERY -UTILITY
ME + BABY
-INFORMATION-PURCHASE
ME + OTHERS
-CONNECT & SHARE
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WE NEED TO reach mums IN THE RIGHT PLACE, AT THE RIGHT TIME (WITH THE RIGHT MESSAGE)
ME-NEWS-ENTERTAINMENT-DISCOVERY -UTILITY
ME + BABY
-INFORMATION-PURCHASE-BABY TIME
ME + OTHERS
-CONNECT & SHARE
THE RIGHT CONTEXT
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MUMS MEDIA eco-system
Exposure
Trigger
Inspire
Advocate
Share
Interact
TV PAID SOCIAL
PACKAGING POS
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SEARCH
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SEARCH HAS TO BE REALLY WELL INTEGRATED
SEO TV Display
•Positional Testing•Ad Copy and Meta Testing
•Ad Goup Budgets match TV Schedules•Upweight PPC spend in specific geo-areas
•Remarket PPC users against GDN•Test Performance Display instead of generics spend
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KEY ONSITE FACTORS
Google is unable to discern what the homepage (the most
important page of any website) is about...
1. Page Titles
2. URL
3. Heading Structure
4. Page Content
5. Technical Factors
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ONSITE CONTENT IS KEY
Quality Onsite
Content
Original, engaging, relevant
and recent
More likes and shares on social
media
More links to your site
Keyword focused
Improved user
experience
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THE DIFFERENCE IN A KEYWORD
Generic keywords
Branded keywords
‘BMW’
‘BMW Hybrid Cars’
‘Cars’
‘Hybrid cars’
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BUIDLING AWARENESS THROUGH GENERIC TERMS
‘toys’
‘bricks for toddlers’
‘toys for kids’
Broad search
detailed search
Brandedsearch
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Help moms find what they need
Make it easier for the people searching to see the information they need most. Simply adding location extensions, a phone number or a click-to-call button right in the ad can help consumers take action faster.
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Engage consumers near retail points
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AT THE SAME TIME, MOMS 30+, HAVING A SMARTPHONE THEY ARE ALMOST ALWAYS ON WHILE IN SHOP BUYING
THINGS
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Key things to have in mind• For every offline action, there is a digital reaction. Make sure the brand is present
for all relevant moments of discovery and research• During an event, or a new IP launch or an important season, augment your other
real-time marketing efforts with a search strategy that presents a timely yet informative message to position your brand in the conversation
• Before an “event”, anticipate the adjacent event searches and be present with brand message, even possibly creating or promoting event-specific content
• Look for opportunities to extend event interest after its conclusion and convert the excitement into demand for your offering
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CONTEXTUAL
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WHAT IS CONTEXTUAL ADVERTISING?
Contextual advertising is advertising relevant to a
consumers interest at that moment in time
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CONTEXTUAL ADVERTISING CAN HAPPEN ANYWHERE THAT IS RELEVANT..
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Shift from Personalization to Contextualization. Personalization tailors content. Contextualization tailors the entire experience, including content
Contextualization adds data about the customer’s situation in the physical world, including location and motion, available social information, and signals indicating how the customer may be feeling at that moment.
Contextualization also utilizes other factors such as past behavior, past purchases, language, and device used
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always Be there
When moms decide to buy something, it may be only a matter of moments between that decision and the purchase online
Always-on content means the brand and the content we create is ready to help and bridge the gap between business hours and customer behavior
Moms need information and they expect brand to supply it. If we don’t, our competitors almost certainly will
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WE START WITH CHARLOTTE
1st time mom, 26-32 year old
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FINDING THE RIGHT CONTEXT IS ABOUT UNDERSTANDING WHAT CHARLOTTE IS THINKING
ABOUTLifestage
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FINDING THE RIGHT CONTEXT IS ABOUT UNDERSTANDING WHAT CHARLOTTE IS THINKING
ABOUT
Lifestage Mindset
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FINDING THE RIGHT CONTEXT IS ABOUT UNDERSTANDING WHAT CHARLOTTE IS THINKING
ABOUT
Lifestage Mindset General
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THIS ALLOWS US TO EMBRACE THE LONG TAIL
High reach lower
relevance
Lower reach greater relevance
This is harder but better quality
This is easier but less effective
Web
site
rea
ch
Number of websites
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EMBRACE THE LONG TAIL: MATCHING CHARLOTTE’S BEHAVIOUR TO MOST
RELEVANT SITES
Identify Charlotte
online
1
Integrate Charlotte into online bidding
data
Identify Charlottes online behaviour
Engage your media agency
Use their profiling research
Analyse existing data taken from owned sites
Build look a like audience
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EMBRACE THE LONG TAIL: MATCHING CHARLOTTE’S BEHAVIOUR TO MOST
RELEVANT SITES
Identify Charlotte
online
1
Profile Charlotte for
bidding
2
Integrate Charlotte into online bidding
data
Take key differentiators and match them to bid parameters e.g.
Age
Interests
Visit history
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EMBRACE THE LONG TAIL: MATCHING CHARLOTTE’S BEHAVIOUR TO MOST
RELEVANT SITES
Identify Charlotte
online
1
Profile Charlotte for
bidding
2
Automatically deliver ads against page content and Charlotte’s profile
3
Integrate Charlotte into online bidding
data
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CONTEXTUAL CASE STUDIES
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ACER ULTRA-BOOK CASE STUDY
Challenge
To showcase Acer’s new Ultrabook and build brand awareness of the new tagline ‘explore beyond limits’
InsightBeyond geeks, tech can be quite dull. Bring tech benefits to life with real world benefits
Creative output
Keither Sutherland imitates his most famous role as 24’s Jack Bauer in his unrelenting search for the very best cupcake ingredients.
Solution Place ads around film, entertainment and 24 sites
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Create the context that fits into moms’ life
http://www.youtube.com/watch?v=XFyj0_UF6yY
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ADVOCACY
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Advocacy marketing identifies individuals that have influence over
potential buyers, orienting marketing activity around these influencers
WHAT DO WE MEAN BY ADVOCACY MARKETING?
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WHY DO WE BOTHER WITH ADVOCACY?
• 64% offer advice• 61% praise brand• 52% criticize brand• 51% share content brands produce
Source; TNS
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A recommendation from a trusted friend of our mom conveying a relevant message is up to
More likely to trigger purchase than a low-impact recommendation
Our Mom’s friends are 70% more likely to be seen as a good source of information by people around them
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CREATING ADVOCACY
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START WITH CHARLOTTE, AGAIN….
Lifestage Mindset General
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TWO TYPES OF INFLUENTIAL INDIVIDUALS WE CAN ACTIVATE
Advocates are connected non professional individuals who have enough impact to affect purchase decisions around toys for toddlers
AdvocatesInfluencers
Influencers are professional bloggers/ super users about the subjects Charlotte is interested in whilst
considering toys for her toddlers
It’s likely these relationships already exist
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NOT ALL INFLUENCERS ARE EQUAL, SOME ARE MORE EQUAL THAN OTHERS…
Comms role
Market reach
Frequency of Impact
Influencer impact
Independence
Expertise
Persuasiveness
Thoroughness of role
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DIFFERENT TACTICS ARE AVAILABLE TO PERSUADE INFLUENCERS
Content RewardEgo
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CONTENT IS THE PRINCIPLE ENGAGEMENT STRATEGY
Content Need to think like a journalist; what is it they as respected bloggers want to tell their audience?
Deliver pieces of content that are:
Authentic
Insightful
Relevant
Entertaining
Content can include
Reports about major purchase barriers: cost, reliability, speed, convenience
Consumer studies
New angles on product demo
Consider engaging you PR agency
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CONSIDER HOW THEY ARE GOING TO IMPROVE THEIR RELATIONSHIP WITH THEIR AUDIENCE
Two main strategies: Exclusivity and CRM
Exclusivity
Unique content only available to that influencer
CRM
Identify a relevant cause and work with the influencer to develop CRM activity
Make over of local community resource
Support/ start a social movement/ campaign
Ego
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THE ONE MOVEMENT WE ALL REMEMBER:A CAMPAIGN DELIVERED WITH HUMAN VOICES
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MONEY TALKS….
More appealing to advocates than influencers
Reward can alter depending on advocacy strategy
Simple reward programs for recommending or distributing our content
Larger rewards for member get member to build our advocate pool e.g. recommend to 5 friends
Negatives
Reduced authenticity
Lose of control of quality of advocacy
Reward
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ADVOCACY CASE STUDIES
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BUZZ AND VIRAL ARE TACTICS AT THE HEART OF ADVOCACY MARKETING
ViralLeveraging social networks to drive
awareness
BuzzGenerating free awareness by
‘hyping up’ consumers
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CURIOSITY DELIVERS LOWER AWARENESS BUT HIGHER LIKELIHOOD TO SHARE
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Philips ‘due date club’ connects expectant mothers
•Due Date Club•First rule of Due Date Club? Talk about pregnancy and parenting with other mothers in your area
•This gives Philips AVENT the chance to not only provide professional advice to first time mums, but also to guide them through their pregnancy and connect new mums together as they go through similar experiences.
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Ovaltine encourages mum to share her favourite quotes
•Ovaltine has launched Quotograph, a Facebook app where fans can take the timeless nuggets of naive wisdom their kids emit and share them with the world.
•The effort includes an outreach programme that’s equipped mom bloggers to host contests and hold drawings for $100 Visa gift cards for readers that participate in the project; $1 discount coupons are also available to willing participants.
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PUTTING CONTEXTUAL ADVERTISING AND
ADVOCACY IN PRACTICE
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BOTH CONTEXTUAL ADVERTISING AND ADVOCACY SHARE MANY OF THE SAME PROCESSES
Contextual
advertising Advocacy
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STEP BY STEP IMPLEMENTATION
Step 1 Build a picture
Step 2 Brief agencies as one team
Step 3 Platforms and technologies
Step 4 Implementation
Step 5 Pre launch
Step 6 Go live and beyond
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Build a pictureDefine target audience
Who are they, what do they do? What do they like? Where are they?
brand/ Media
Identify purchase trigger points
Moving house, lifestage change, home improvement brand/Media
Use existing knowledge
Share with your media agency partner. We love this stuff! We can use it to help build more audience insight and help with the campaign idea
brand digital
Contextual only
Think of a list of search keywords that are current, relevant and also fit with your target markets day to day consumption around the product (e.g. dishwasher)
brand/ Media
Advocacy only Decide what content you have to deliver/ wish to create brand
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Brief creativeDefine success Is it eyeballs that view, is it
engagement, is it site visits? brand
MediaBrief on budget, scale, markets to be involved, target audience, data, past learning or experiences and KPI’s
brand/ Media
Creative
What message should you be sayingWhat tone of voice (i.e. should you have different executions for diverse environments)Type of Creative (i.e. do you use standard formats? Most successful?)
brand/Creative
Contextual onlyAgency/Client to provide supplier best performing keywords from search activity (PPC and Organic) to include in their ‘keyword cloud’
brand/ Media
Advocacy only Identify influencers and value to the campaign All
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Platforms and technology
Trading platform choice
Media agency build a bespoke content network around the target audiences habits? (e.g. target content around homes, moving homes, babies, parents, reviews sites)
Media
Campaign specifics
Dates, timings, creative assets, costs, align with KPIs
brand/ Media
Creative alignment
Ensure full range of creative formats are available
brand/Creative/
Media
Contextual only
Chose what related content will run against specific keywordsWork with creative agency to build different messaging based on the different content
brand/ Media/ Creative
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Implementation
Media
• Create plan for sign off• Agency to brief in provider• Media agency to share estimation of
campaign success against KPI’s to client
• Set and define when to optimise the campaign
• Set and define when to report on the campaign
Media/brand
Creative Seek creative approval Creative/brand
Advocacy content Create content/ surveys/ reports for launch and post launch activity Social team
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Pre-launch
Media
Media agency and provider ensure that all tags for a campaign are correctly set up, link where they want to link and that creative and link/tag matches the destination
Media/brand
Creative Test the creative in a non live environment
Creative/brand
Final checksFinalise timings and any creative issues to be aligned between media and creative agencies.
All
Advocacy onlyBegin to build relationship by reaching out to key stakeholders and influencers
Social agency
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Go live and beyond
Optimisation
Optimise in real time; based in data, relevancy of the cookie (Customer) and creative. And against the set KPI’sListen to advocacy via Radian 6 and respond
Media
Analysis
Supplier will send across regular performance updates to media agency – regularity to be decided upon by the agencySupplier to send across optimisation reports to media agency
Supplier/ Media
ReportingMedia agency to update brand following analysis: Frequency agreed by brand and agency
Media/brand
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REAL TIME PLANNING
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Today's media, technology and data provide the channels to facilitate adaptive marketing
FROM:Big data
TO: Useable data
Rapid & tailored activities =increased relevance
Tailored marketing activities reduce commoditized communication, allowing for personalised messaging,
and consumer response feedback
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PLAN FOR THE MOMENT. ALL RELEVANT MOMENTS
Always-on targeting
LiveResponse
Content Calendar
Scenario planning
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REAL TIME PLANNING=ADAPTING MARKETING SCHEDULES ON THE
FLY, IN REACTION TO NEW DATA ABOUT HOW CUSTOMERS BEHAVE
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Don’t just wait for the moment• Turn on an always-on approach to engaging in everyday moments. • Develop a proactive content calendar• Plan for possible scenarios, both good and bad, including the
response to the campaigns• Become a truly real-time team by learning to respond “live”
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EVERY TWEET OR A POST CREATES A MOMENT.
EVERY CAMPAIGNCREATES A MOMENT.EVERY TV PROGRAM
CREATES A MOMENT.EVERY EVENT
CREATES A MOMENT
PLAN FOR THE MOMENT
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WE NEED TO LISTEN AND THINK NIMBLE
Build great campaigns…
..then develop and nurture them at key moments and in response to the desires of the consumer..
• Real time planning uses listening platforms to understand what our consumers are saying across different touchpoints and responding to them
• Being credible in these spaces requires us to have adaptive creative content and to move with speed; be nimble
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What it is the one key even brand should align to the coming months?
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ADAPTING TO PHYSICAL CONTEXT HELPS BRING THE BRAND TO LIFE
90
https://www.youtube.com/watch?v=GtJx_pZjvzc
This BA execution used big data to
match up when BA flights were going past, and pulling
this into the creative execution
in real-time
PHYSICALCONTEXT
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REAL TIME IS NOT JUST FOR THE DIGITAL SPACE
Google brings predictive planning to London bus stops and tube stations
The displays tap into Google Now technology, a predictive planner that uses contextual information to present the most relevant information to users.
The screens provide locally relevant information, e.g. directions, or advice on where to eat in the area. On rainy days the screens will likely recommend an indoor activity like going to see a movie.
PRODUCTCONTEXT
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When it goes well, it can be legendary….
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KPI’s / Benefits• The generic benefit of RTP campaigns is that brand will be able to communicate with moms
when they are more likely be receptive to your message, which is very important in a low interest category
• This means that consumers are more likely to notice and act upon your messaging• Which creates more effective advertising• Which creates more ROI, and greater profit
• A standard KPI for RTP campaigns is that we would deem our RTP activity to have been successful if it perceived to be more successful than the equivalent standard plan laid down in the traditional way
• Like for like methods for analysis include, econometrics, bespoke creative testing (in situ), and comparing country performance one with RTP one without
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Summary
• We recommend employing RTP in more than one region to test it’s efficacy in the short term
• Presuming success on relatively small budgets it should be rolled out into more region, advertising more products wherever opportunities arise
• We should use the 7 stage planning process to get RTP started
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Bring it all together for the brand brand
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AT THE END OF THE DAY
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Our Macro approach“Move a percentage of budget from individual campaign marketing to a
consistent digital presence”
1 2 3 4
Campaigns
1 2 3 4
SOCIAL / DIGITAL
“Always on” base of social / digital, with stand alone
campaigns bursts
From To
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Surface.
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An iterative approach
Learn
Refine
Repeat
Test
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THANK YOUGeorge AchilliasGlobal Strategy Director
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MAKE REAL TIME PLANNING HAPPENTWO SCENARIOS
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