TURNING BRANDS INTO NEW OTT VIDEO COMPANIES
WE NOW LIVE IN A CHASE THE CONSUMER ECONOMY #shifthappens
THE WAY WE HAVE NEW EXPECTATIONS PEOPLE BUY HAS CHANGED CUSTOMIZATION OUTCOMES TRANSPARENCY (not FOR GOOD (not CPM's) generalization) (not bots)
UNDERSTANDING CUSTOMER DATA HAS NEVER BEEN MORE IMPORTANT
“WE’RE HAVING THE BUSINESS IMPACT CONVERSATION, WHICH I THINK IS GREAT,” SAYS MATT SPIEGEL, WHO PREFERS TO TALK ABOUT METRICS THAN “SAUSAGE MAKING.”
OLD VS NEW A SHIFT FROM ONE SIZE FITS ALL NO TWO CONSUMERS JOURNEYS ARE EXACTLY THE SAME
01
AWARENESS
02
FAMILIARITY
03
CONSIDERATION
04
PURCHASE
05
LOYALTY
1
The consumer considers an initial ACTIVE EVALUATION set of brand perceptions Information gathering, shopping and exposure to recent touch points. LOYALTY LOOP
4
INITIALCONSIDERATION SET Trigger
After purchasing a product or service, POSTPURCHASE EXPERIENCE the consumer builds Ongoing exposure expectations based on experience to inform the next decision journey.
2
Consumers add or substract brands as they evaluate what they want.
MOMENT OF PURCHASE 3
Ultimately, the consumer selects a brand at the moment of purchase.
EVERY INDUSTRY IS SHIFTING Leaders are creating new experiences through a new kind of business model
A GLOBAL INDUSTRY PHENOMENON 41%
45 MILLION $21.8BN
YOY GLOBAL AVERAGE MAUS GROWTH IN THE UNITED Q2 2014 - Q2 2015 STATES Q2 2015
AD REVENUE BLOCKED IN 2015
16% OF MOBILE FIREFOX USERS BLOCK ADS
SERVER SIDE AD STITCHING Blocking ads continues to build on the strong growth rates seen during 2013 and 2014. 181M
GLOBAL AD BLOCKING GROWTH
The findings • Globally, usage of ad blockers grew by 41% YoY (Q2 2014 Q2 2015) 121M • As of June 2015, there were 198 million monthly active users for the major browther extensions that block ads. GLOBAL MONTHLY ACTIVE AD BLOCKING SOFTWARE USERS (DESKTOP) 21M
30M
54M 39M
JULY 2009 JULY 2010 JULY 2011 JULY 2012 JULY 2013 JULY 2014 JAN 2010 JAN 2011 JAN 2012 JAN 2013 JAN 2014 JAN 2015 PAGEFAIR AND ADOBE | 2015 Ad Blocking Report
THE BEST MARKETERS HAVE REINVENTED THEMSELVES – AWAY FROM PRODUCTS #allaboutthedata
MASS EXTINCTION
IN THE LAST 15 YEARS, 52% OF THE FORTUNE 500 COMPANIES HAVE DISAPPEARED AVERAGE LIFE EXPACTANCY IN 1995 WAS 75 YEARS, TODAY IT’S 15 YEARS 90% OF STARTUPS FAIL, 42% IDENTIFIED “LACK OF MARKET NEED”
WHO SURVIVED THE MASS EXTINCTION
+ FROM PUNCH CARD TABULATORS TO COGNITIVE DATA SERVICES
FROM LIGHT BULBS TO DIGITAL SERVICES “THE DIGITAL COMPANY. THAT IS ALSO AN INDIVIDUAL COMPANY”
THE NEW DISRUPTORS
THE RELATIONSHIP-MAKERS
WHAT IS THE COMMON THREAD?
UNDERSTANDING THE IMPACT OF A DATA EXPERIENCE
ONGOING MEMORABLE ON-DEMAND ANYWHERE PERSONALOZED VALUE EXPERIENCE FULFILLMENT REAL-TIME SERVICE
IT’S A NEW WAY OF THINKING CUSTOMER IDENTITY
OLD WORLD: TRADITIONAL RECORD
Demographic Data Behavioral Data Programming Data
NEW WORLD: CUSTOMER IDENTIFY
#beyondCRM
Name, Email, Phone, Company
Purchases Products Platform Lifetime Value User Metrics
Payment History Genre of Content Devices used & when Renewal Value Customer Moments
THAT’S WHY WE BUILT QELLO
A unified solution for the OTT Video Streaming Economy CUSTOMER IDENTITY MANAGEMENT SVOD AVOD TVOD Cross-sells Upsells Renewals 360 Sync
MARKETING EXPERIENCES Dynamic Creatives Personalization Contextual Content Social Communication Experience Awareness
ANALYTICS Dashboards User Identity Segmentation Triggers Behavior Intelligence Business Ops
REVENUE Lifetime Value AARPU Churn ROI Content Margin Predictive Marketing Investment
OPERATIONS Creative AD ops Merchandising Distribution Platforms Infrastructure
PLATFORM
Integration Reliability Compliance Security Scalability Extensibility
#happyoutcomes
THE END #startyourdatastory