The European Telco industry faces difficult times. Competition is fierce, the battle in prices is thorough and the increasing pressure of upcoming legislation is high. The announced reduced roaming revenues forces MNO’s to go looking for new revenue streams. In their quest for innovation and new revenue streams, MNO’s are looking how to monetize their Big Data. Indeed, they have piles of data. Doing nothing with it; asking themselves if this could generate a new revenue stream. The answer is “yes”, there is a way MNO’s can earn money with this 'dormant' data and SAS together with Zapfi will show 'how to'!

1. HOW MOBILE DATA
CREATE MEANINGFUL
CONNECTIONS
HUGUES REY
SAS – EUROPEAN TELCO SUMMIT
1ST APRIL 2014

2. 5,500+ people
in over 100
markets
investing $16b
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a Cohesive & Agile Network

3. Data at the Core
Mobile Specialist

4. Mobile is as promising as it is challenging
COMPLEX
Specific & ever changing usage
App ecosystem
Cookie less space
Cross device attribution is a hard nut to crack
SMALL
Billings
Screens
Sessions
Bandwith
BIG
Usage & engagement
Growth
#1 Cross media & channel integration
Payments, stores etc…

5. Mobile is now leading the digital convergence
No longer a medium to consider on it’s own

6. Surf on
websites
related to
what I’m
watching
44%
Comment
on Social
Networks
about what
I’m watching
22%
Source: Havas MMS 2013

7. Data Driven Communication
vs
Consumer Perception
FROM TO
Functional Meaningful
360° Paid Owned Earned (& Shared)
Integrated Marketing Programmatic Marketing
Buying Funnel Consumption Cycle

8. Adver&sing
in
media
(TV,
Internet,
Radio,
outdoor,
print)
Brochures,
(e-­‐)mailings
Promo&onal
gi?s,
trade
fairs
Sponsored
events
Opinions
of
friends
and
family,
word
of
mouth
Opinions
of
surfers
(blogs,
forums,
community
networks,
etc
...)
Press
coverage
Web
Site,
facebook
page
of
the
brand
Point
of
sale
Catalogue
or
magazine
of
the
brand
Paid – Owned – Earned is mobile

9. Mobile is present in all the phases of the
consumer cycle

10. Mobile is present in all the phases of the
consumer cycle
Source: Google 2013

11. Programmatic marketing needs multi-
source dataset
PLANNING
BUYING
MEASUREMENT
SALES
MORE PRECISE TARGETING
MORE AGILE BUYING
DEEPER FOLLOW-UP & DECISION
MORE EFFICIENT ROI
INTEGRATED DYNAMIC PROGRAMMATIC

12. Programmatic marketing feeds storytelling

13. Auchan Case
Optimising TV show sponsorship with native advertising
• Objective : Top Chef’ sponsorship optimisation during one month
• Increase of visibility, reach & engagement via products, Auchan content in the broadcasts and
contest.
• Means
• 4 sponsored trend during 1 month (each day of broadcast ! #TopChef = 1st in Twitter trend
• Sponsored tweets (at each show’s highlights, a sponsored tweet about cooked product was live)

14. Disconnection between people and brands
Today’s paradigm:
Most people would not care if
73%
of brands disappeared
Less than
20%
of brands notably improve
our quality of life
Disconnection between people and brands

15. Today’s consumer paradigm
Real human prosperity is continuing to fall
Changing social contracts,
• from: more, bigger, faster, cheaper, now
• to: smarter, fitter, wiser, tougher, closer
Relationships are largely broken between
brands and people
And people are empowered more than ever
before

16. Pathway to growing brand value
Tomorro
w
Today
Make a differenceDifferentiationCost-advantage
Functional
Aspirational
Meaningful

17. Brands that enhance the well-being of citizens,
communities and societies are more meaningful
MEANINGFUL BRANDS Global 2013

18. Grateful & Passionate
Indifferent but fan seekers
Brand Agnostics
Address different challenges across countries

20. Meaningful Connections is Data fueled
Mobile connect to experience
Mobile ignite conversations & actions
ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN
PROVIDE PERSONAL & COLLECTIVE VALUE
SHARE A BRAND STORY
CONNECT EXPERIENCES ACROSS ALL PLATFORMS
IGNITE CONVERSATION & ACTION

21. Is it all about algorithm now?
CONTENT as a Consumer Engagement
catalyst
From Data to Insights
From Insights to
Programmatic Marketing

22. Data Augmented Reality
Connected life

23. Data Augmented Reality
Connected to social network

24. Data Augmented Reality
Connected media

25. Data Augmented Reality
Connected touchpoints

26. Data Augmented Reality
Connected mobility
Data Augmented Reality
Connected consumer journey

27. High
Low
Business
impact &
competitive
advantage
Dashboard
Diagnostics
Predictive Analytics
Standard
reports What happened?
Ad hoc
reports
Query
drill down
Alerts
Statistical
analysis
Forecasting
Predictive
modeling
Optimization
How many, how often, where?
Where exactly is the problem?
What needs attention?
Why is this happening?
What if these trends continue?
What will happen next?
What’s the best action to take?
Data Information Intelligence
Interactivevisualization
From Dashboarding to Predictive Analytics
Source: IDC- 2012

28. (Marketing) Data Management Process

29. RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Construct a Data-Driven Decision Process
Behavior-based
Purchased-based
Consumers’
Interests

30. (sources may include: ecommerce, CRM /eCRM, brand web sites,
3rd party data, retailers loyalty programs / credit cards,
segmentations based upon web surfing/social exchanges….)
Consumer journey,
purchasing decision process, interest for
the category / propensity to buy
Shopping activity,
detailed purchases
Consumer engagement
with the brand
Consumer value
“lifetime” or dynamic
Gain in relevance

31. RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Behavior-based
Purchased-based
Segments
Personalized
Individual-level, Scoring
Consumers’
Interests
Construct a Data-Driven Decision Process

32. Gain in granularity
Advanced segmentation
Look alike/Act alike, behavior-based
Individual scoring, evaluating
a priori a new contact with a consumer
Location-based
Personalized recommendation,
conversations/messages

33. RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Behavior-based
Purchased-based
Segments
Personalized
Individual-level, Scoring
Simultaneously
dealing with all
Paid Owned Earned
touchpoints
Consumers’
Interests
Construct a Data-Driven Decision Process

34. Gain in integration
All relevant touchpoints
(from mass-media to CRM,
one-to-one marketing,
Bought Owned Earned channels)
Synergetic effects
across marketing vehicles
Indirect effects,
propagation
through interpersonal exchanges or digital
social networks …

35. RELEVANCE
GRANULARITY INTEGRATION
ACCELERATION
Behavior-based
Purchased-based
Segments
Personalized
Individual-level, Scoring
Simultaneously
dealing with all
Paid Owned Earned
touchpoints
Agility
Real-Time
Consumers’
Interests
Construct a Data-Driven Decision Process

36. Acceleration
Programmatic buying,
Real-Time Bidding
Marketing Agility
ability to adapt or refocus marketing
effort (on and offline / POE channels)
quickly and successfully in response
to changes in customer behaviors,
market conditions or business direction

37. Meaningful Connections are fueled by…
Location based marketing and ad
trigger
Real time / digital OOH
Data

38. REAL TIME MARKETING
Is not about buying more
is not about buying cheaper
Is about better personalized
Is about more meaningful

41. I SHARE

42. I LIKE

43. I KNOW

44. Unique ID
Forrest Gump Tom Hanks
Programmatic marketing
Social Graph
(500 millions edges)
Open Graph
(40 millions objects)
Knowledge Graph
(1 billion entities)
watched
Forrest Gump
(on YouTube)
Cloud Atlas
(on Flixster)
Clément
wants to watch
Unique ID
Cloud Atlas
School friends
Coworkers
Jean
Forrest Gump
(on Allociné)
(sponsored)

45. External Data
Programmatic
marketing
Earned & Owned impact
Effective & efficient Paid
Conversions
+
+
+
++
+ +
Data
Management
Information Map
MFG
Data Intelligence
Brand/products
awareness
Engagement platform

46. Games of Thrones Newsletter
Owned media
Solution:
Retarget people
who played the
GoT My Warner
Challenge
Goal:
Sell (personalized)
products to fans.
Bundle: DVD/BRD +
small iron throne
Context:
e-commerce on
demand,
owned media

47. Games of Thrones
Paid media
Facebook Ads campaign
Without
Insights
from My
Warner
With Insights
from My
Warner
# clicks to
Amazon
1 261 7 971
Cost
per click
0,23 € 0,21 €

48. Let’s Conclude
When MadMen meet MathMen

49. (Mobile) Data Management
offers us opportunities
Digitalization is a fact… no Media dies…
The majority are empowered by the digital & mobile opportunities.
Consumption of content is growing on all platforms and mainly on
mobile
Consequently, we have opportunities
1. A better integration in the reality of the advertisers business
2. Interactive and personal communication which will be based on long
term based scenarios (storytelling) and broadcast in real time
3. Real time marketing is a synonym of better (not of more or cheaper)
due to the added-value of data
4. Handle Big Data and Transform it in Smart (usable on short, middle,
long term) actionable Points

50. Thank You.
Let’s Share.