Ebiquity Plc · LSE:EBQ
Ebiquity — Investor Day (November 2016)
78 slides from Ebiquity's investor day presentation, Nov 8, 2016
Slide 1: Capital Markets Day
Capital Markets Day November 8, 2016
Slide 2: Contents
Contents 1 About Us Michael Karg 2 Media Measurement Dietmar Kruse 3 Strategic Media Consultancy Laetitia Zinetti 4 U.S. Media Transparency Project Nick Manning 5 Multi-Channel Analytics Bill Bruno 6 Marketing Effectiveness Andrew Challier 7 Market Intelligence Morag Blazey 8 Conclusion Michael Karg
Slide 3: About Us
About Us Michael Karg, Group Chief Executive Officer Capital Markets Day | November 8, 2016
Slide 4: World-leading, technology-enabled, independent marketing and media analytics consultancy
ABOUT US We are a world-leading, technology-enabled, independent consultancy, specializing in marketing and media analytics 4
Slide 5: In essence, we are creating clarity for our clients
ABOUT US In essence, we are creating clarity for our clients 5
Slide 6: Our teams work out of 18 offices in 13 markets
ABOUT US Our teams work out of 18 offices in 13 markets Ebiquity market presence 6
Slide 7: Ebiquity's key differentiators
ABOUT US Ebiquity’s key differentiators are Deep subject-matter Entry into 80 of the Truly expertise in Marketing world’s top 100 Global scale, local independent and Media global advertisers expertise 7
Slide 8: We support clients with three practice areas
ABOUT US We support clients with three practice areas Media Value Marketing Performance Market Management (MVM) Optimization (MPO) Intelligence (MI) 8
Slide 9: Closer collaboration between MVM and MPO
ABOUT US We are starting to benefit from a closer collaboration between our MVM and MPO practices In 2016, over 50% of our incremental MPO revenues in the U.K. were generated from an existing MVM relationship First, multi-discipline, multi-market pitch led to €800k revenues via a single contract In
Slide 10: Media Measurement
Media Measurement Dietmar Kruse, Managing Principal Capital Markets Day | November 8, 2016
Slide 11: Media Measurement: Purpose
Media Value Management MEDIA MEASUREMENT: PURPOSE We help advertisers improve the performance of their paid media spend using proprietary techniques, data and tools 11
Slide 12: Media ecosystem has become increasingly complex
Media Value Management MEDIA MEASUREMENT: CONTEXT With the emergence of digital, the media ecosystem has become increasingly complex Audiences DSP Ad SSP Exchange Marketer Ad Server Trading Ad Server Desk Publishers Programmatic Media Buying Value Chain 12
Slide 13: Understanding the media ecosystem and value creation
Media Value Management MEDIA MEASUREMENT: CONTEXT We help our clients understand the media ecosystem and implications on value creation, e.g. programmatic We have observed cases where only circa 25c of every 1$ reach a real audience ~5% ~15% ~10% ~25% 100% ~5% ~5% ~10% ~40% Reaches Publishers ~25% R
Slide 14: Six distinct services
Media Value Management MEDIA MEASUREMENT: OUR CORE SERVICES We provide six distinct services either as standalone or in combination Media Cost Savings/ Media Sponsorship Benchmarking Guarantee Tracking Evaluation Digital Display Search Social Media Optimization Optimization Performance Review 14
Slide 15: Continuous improvement for clients' media investments
Media Value Management MEDIA MEASUREMENT: VALUE FOR CLIENTS Our services are based around creating continuous improvement for our clients’ media investments Improved campaign performance – i.e. reach and frequency Constant results with lower media spend Better communications performance via a more r
Slide 16: We are the leader in media benchmarking
Media Value Management MEDIA MEASUREMENT: OUR KEY DIFFERENTIATORS We are the leader in media benchmarking Global scale, Proprietary tools Highly diverse Data Pool local expertise and products client base Largest cost pool 300 media experts in Current: Working with leading 15 countries ValueTrack, Th
Slide 17: Paid media savings for an automotive manufacturer
How to achieve paid media spend savings across 23 countries for an automotive manufacturer 17
Slide 18: Automotive case study: our approach
Media Value Management MEDIA MEASUREMENT: AUTOMOTIVE CASE STUDY – OUR APPROACH We verified the agency’s cost savings claims via our network of experts and then consolidated results globally Customized Standardized Local relevance and context Global quality control Local expertise and knowledge Stand
Slide 19: Over £60M in value generated in three years
Media Value Management MEDIA MEASUREMENT: AUTOMOTIVE CASE STUDY – BUSINESS OUTCOMES Our analysis generated over £60M in value for our client in three years ~£25M ~£35M by delivering the media savings of value in cash refunds, additional promised in the spirit of the free space and/or other forms of
Slide 20: How to optimize digital paid media investments
How to optimize digital paid media investments 20
Slide 21: Benchmarking against pool of other advertisers
Media Value Management MEDIA MEASUREMENT: AUTOMOTIVE CASE STUDY – OUR APPROACH We benchmarked the client’s data against our pool of other advertisers on numerous cost and quality KPIs Client X Ebiquity Pool Cost Quality Benchmark Benchmark vs. vs. Ebiquity Competitive Cost Pool Panel 21
Slide 22: Low visibility of digital banner ads identified
Media Value Management MEDIA MEASUREMENT: AUTOMOTIVE CASE STUDY – BUSINESS OUTCOME In the process we identified low visibility of digital banner ads as the key issue 45 2015 40 % ads visible for x seconds 35 30 22% 25 20 15 10 5 0 not visible 0,1-1 sec 1-5 sec 5-10 sec 10-60 sec 60+ sec visible for
Slide 23: Improved banner ad visibility
Media Value Management MEDIA MEASUREMENT: AUTOMOTIVE CASE STUDY – BUSINESS OUTCOME We significantly improved visibility of banner ads which resulted in over £500k in additional media value 45 2015 2016 1st half 40 % ads visible for x seconds 35 30 25 20 15 10 5 0 not visible 0,1-1 sec 1-5 sec 5-10 s
Slide 24: Questions
Questions
Slide 25: Strategic Media Consultancy
Strategic Media Consultancy Laetitia Zinetti, Managing Principal Capital Markets Day | November 8, 2016
Slide 26: Strategic Media Consultancy: Purpose
Media Value Management STRATEGIC MEDIA CONSULTANCY: PURPOSE We provide strategic advice to clients on how their businesses can take advantage of the rapidly changing media landscape 26
Slide 27: Six distinct services to advertisers
Media Value Management STRATEGIC MEDIA CONSULTANCY: OUR CORE SERVICES We provide six distinct services to advertisers Help select Appropriate Design Media Operations Conduct Digital Media Partner and Organization Media Training Inform the Choice of Consult on Approaches Advise on the Use of Advertis
Slide 28: We create clarity in a complex environment
Media Value Management STRATEGIC MEDIA CONSULTANCY: VALUE FOR CLIENTS We create clarity in a complex environment Gain control of the end-to-end advertising process Take well informed investment decisions Ensure data is used towards driving more effective communications Establish knowledge of which m
Slide 29: Uniquely positioned in a rapidly emerging market
Media Value Management STRATEGIC MEDIA CONSULTANCY: OUR KEY DIFFERENTIATORS We are uniquely positioned in a rapidly emerging market Unique and holistic Consultants from all Truly view of advertising areas of the media independent investments globally ecosystem 29
Slide 30: Simplify the advertising technology partner landscape
How to simplify the advertising technology partner landscape and drive innovation 30
Slide 31: Telco case study: four step process
Media Value Management STRATEGIC MEDIA CONSULTANCY: TELCO CASE STUDY – APPROACH We deployed a four step process to drive organizational change and gain internal buy-in Manage technology partner review and 1 selection process Consult on internal operational redesign 2 and upskilling Establish best pr
Slide 32: Telco case study: business outcomes
Media Value Management STRATEGIC MEDIA CONSULTANCY: TELCO CASE STUDY – BUSINESS OUTCOMES Over the last three months we identified significant gains for the client organization Reduced the number of Improved the processes Created a standardized partners to create with internal and approach by identif
Slide 33: Global agency remuneration model for paid search
How to design a global agency remuneration model for paid search 33
Slide 34: Luxury goods case study: approach
Media Value Management STRATEGIC MEDIA CONSULTANCY: LUXURY GOODS CASE STUDY – APPROACH We conducted an assessment of the agency engagement model for paid search across 58 markets Established baseline performance and cost 1 data across markets Reviewed agency contract 2 details, globally Assessed age
Slide 35: Luxury goods case study: business outcomes
Media Value Management STRATEGIC MEDIA CONSULTANCY: LUXURY GOODS CASE STUDY – BUSINESS OUTCOMES Our analysis led to significant improvements €1M in savings due to Contractual and Unified reporting optimized agency fees remuneration best framework across practice guidelines brands and countries 35
Slide 36: Questions
Questions
Slide 37: The U.S. Media Transparency Project
The U.S. Media Transparency Project: Implications and Outcomes to date Nick Manning, Chief Strategy Officer Capital Markets Day | November 8, 2016
Slide 38: Media transparency is vital for advertisers
Media Value Management THE U.S. MEDIA TRANSPARENCY PROJECT Media transparency is vital for advertisers Brands require ‘real’ transparency of data ownership and money flows to be able to judge the effectiveness of their advertising Currently the market is opaque, and advertisers are increasingly dema
Slide 39: The K2 report and actionable roadmap
Media Value Management THE U.S. MEDIA TRANSPARENCY PROJECT The K2 report shed light on current U.S. media trading practices — we provided an actionable roadmap 39
Slide 40: Clients are taking transparency more seriously
Media Value Management THE U.S. MEDIA TRANSPARENCY PROJECT Clients are beginning to take transparency more seriously Issues in media transparency are now increasingly recognized by advertisers Our recommendations are being widely discussed globally The need for stronger media governance by advertise
Slide 41: Advertisers are adopting our recommendations
Media Value Management THE U.S. MEDIA TRANSPARENCY PROJECT Advertisers are starting to adopt our recommendations Significant uplift in interest from ANA initiative now We are well-positioned advertisers being directly quoted* to help advertisers Explain your company’s philosophy, value proposition a
Slide 42: Questions
Questions
Slide 43: Multi-Channel Analytics
Multi-Channel Analytics Bill Bruno, CEO North America Capital Markets Day | November 8, 2016
Slide 44: Multi-Channel Analytics: Purpose
Marketing Performance Optimization MULTI-CHANNEL ANALYTICS: PURPOSE We help clients with the planning, technical implementation, measurement, analysis and reporting of data to understand and optimize consumer journeys across multiple digital channels 44
Slide 45: Three-stage process
Marketing Performance Optimization MULTI-CHANNEL ANALYTICS: OUR CORE SERVICES We follow a three-stage process Develop Digital Implement and Measure and Analytics Strategy Embed Technology Optimize Identify business goals including the Implement appropriate technology Develop customized desired consu
Slide 46: Value we generate for clients
Marketing Performance Optimization MULTI-CHANNEL ANALYTICS: VALUE FOR CLIENTS The value we generate for our clients is comprehensive Optimized digital consumer experience Deeper knowledge about consumer behaviour Continuous improvements due to ongoing test & learn approach Maximized return on digita
Slide 47: Subject matter expertise and digital technology coverage
Marketing Performance Optimization MULTI-CHANNEL ANALYTICS: OUR KEY DIFFERENTIATORS Our widely recognized subject matter expertise and digital technology coverage give us significant credibility Truly Extensive Coverage Across Deep Subject Independent Partner Network Digital Channels Matter Expertis
Slide 48: Digital marketing analytics for a hotel group
How to step-change digital marketing analytics for a hotel group with over 4,000 properties across 100 countries 48
Slide 49: Hospitality case study: four-step approach
Marketing Performance Optimization MULTI-CHANNEL ANALYTICS: HOSPITALITY CASE STUDY – OUR APPROACH We created a four-step structured approach Defined global measurement Produced detailed change 1 requirements program, including: • Tagging strategy • Analytics platform requirements • Integration with
Slide 50: Hospitality case study: business outcome
Marketing Performance Optimization MULTI-CHANNEL ANALYTICS: HOSPITALITY CASE STUDY – BUSINESS OUTCOME This led to rapid insights and tangible business benefits Quick Savings in tracking Improved implementation technology decision-making 2 $800,000 +15-30% months per year ROI per year 50
Slide 51: Engagement on digital properties for a financial services provider
How to increase engagement on and use of digital properties for a leading financial services provider 51
Slide 52: Financial services case study: approach
Marketing Performance Optimization MULTI-CHANNEL ANALYTICS: FINANCIAL SERVICES CASE STUDY – OUR APPROACH We partnered with diverse stakeholders to design tailored solutions for multiple digital channels Reviewed key data sets from web 1 tracking, CRM, etc. Developed a series of 2 scenarios and hypot
Slide 53: Higher interaction and engagement
Marketing Performance Optimization MULTI-CHANNEL ANALYTICS: FINANCIAL SERVICES CASE STUDY – BUSINESS OUTCOME This drove both higher interaction and engagement Increase in ‘key actions’ across digital channels Customer satisfaction +30% +25% 53
Slide 54: Questions
Questions
Slide 55: Marketing Effectiveness
Marketing Effectiveness Andrew Challier, Chief Client Officer Capital Markets Day | November 8, 2016
Slide 56: Marketing Effectiveness: Purpose
Marketing Performance Optimization MARKETING EFFECTIVENESS: PURPOSE We conduct statistical analysis of sales and marketing data to estimate its impact on business performance, in order to forecast the impact of future investments and activity 56
Slide 57: Three core service offerings and customized tools
Marketing Performance Optimization MARKETING EFFECTIVENESS: OUR CORE SERVICES Our three core service offerings are supported by a set of customized tools Attribution Marketing Mix Budgeting and Modelling Optimization Forecasting Which factors (e.g., paid What mix of marketing levers What is the opti
Slide 58: Financial and planning benefits
Marketing Performance Optimization MARKETING EFFECTIVENESS: VALUE FOR CLIENTS Our work delivers financial and planning benefits Revenue growth and/or increased profitability Better-informed business cases for marketing and media investments Data-driven insights beyond paid media and marketing challe
Slide 59: Differentiation against competitors
Marketing Performance Optimization MARKETING EFFECTIVENESS: OUR DIFFERENTIATORS We differentiate ourselves in a number of ways against our competitors Competitors Ebiquity difference Consultancies Subject-matter experts in media and marketing Media Agencies Impartial and objective Client, not techno
Slide 60: Optimize £60M supermarket price promotions
How to optimize the annual investment of £60M in supermarket price promotions 60
Slide 61: FMCG case study: approach and PlanIT
Marketing Performance Optimization MARKETING EFFECTIVENESS: FMCG CASE STUDY – APPROACH Our approach involved a structured analytic process which fed into our proprietary PlanIT software tool Promotions Match with Analysis Modelling database funding terms of results • EPoS Sales • Invoice Prices • Di
Slide 62: £5M recurring profit opportunity identified
Marketing Performance Optimization MARKETING EFFECTIVENESS: FMCG CASE STUDY – BUSINESS OUTCOMES We identified a £5M recurring profit opportunity and embedded PlanIT into the client’s planning cycle Cumulative Incremental Cumulative Cumulative Incremental Sales Revenue Investment Profit 80 Investment
Slide 63: How to build the business case for marketing
How to build the business case for marketing 63
Slide 64: Retail case study: evolution of our relationship
Marketing Performance Optimization MARKETING EFFECTIVENESS: RETAIL CASE STUDY – EVOLUTION OF OUR RELATIONSHIP This has generated an ongoing relationship comprising a number of different services SEP-13 FEB-14 AUG-14 FEB-15 AUG-15 Media Consultancy Media Consultancy Economic Modelling National Nation
Slide 65: Four ongoing work-streams
Marketing Performance Optimization MARKETING EFFECTIVENESS: RETAIL CASE STUDIES – APPROACH This has resulted in four ongoing work-streams Attribution Store-level SKU-level Digital Modelling Analytics Analytics Analytics What is the What is the impact of What is the impact of Are we tracking and cont
Slide 66: Strong financial returns for the client
Marketing Performance Optimization MARKETING EFFECTIVENESS: CASE STUDY – BUSINESS OUTCOMES We delivered strong financial returns for the client Attribution Store-level SKU-level Digital Modelling Analytics Analytics Analytics Marketing ROI Optimizing layout in Annual profit Efficiency gains in the v
Slide 67: Questions
Questions
Slide 68: Market Intelligence
Market Intelligence Morag Blazey, Managing Principal Capital Markets Day | November 8, 2016
Slide 69: Market Intelligence: Purpose
Market Intelligence MARKET INTELLIGENCE: PURPOSE We provide advertisers with a picture of their own and their competitors’ creative executions, spend and media strategies and an understanding of how these resonate 69
Slide 70: Four services and proprietary products
Market Intelligence MARKET INTELLIGENCE: OUR CORE SERVICES We go to market with four services supported by a set of proprietary products Advertising and Insight Primary Social Media Monitoring Media Monitoring Reporting Research and Analysis Coverage of over 90 Analysis of paid, owned Bespoke stakeh
Slide 71: Visibility of competitor activity and actionable insight
Market Intelligence MARKET INTELLIGENCE: VALUE FOR CLIENTS This delivers visibility of competitor activity, consumer opinions and actionable insight Insight into the complex, global, disparate, advertising market Understanding of competitive communications strategies and budgets Clarity on complianc
Slide 72: Advertising intelligence on an integrated platform
Market Intelligence MARKET INTELLIGENCE: OUR KEY DIFFERENTIATORS We provide advertising intelligence on an intuitive, integrated platform A single view of Unique access Best-in-class Unique digital Paid, owned, media spend to competitors’ brand capture and earned and and creative pricing compliance
Slide 73: Product demonstration: Portfolio Media
Market Intelligence MARKET INTELLIGENCE: PRODUCT DEMONSTRATION Portfolio Media 73
Slide 74: Questions
Questions
Slide 75: Conclusion
Conclusion Michael Karg, Group Chief Executive Officer Capital Markets Day | November 8, 2016
Slide 76: We will focus on five areas
CONCLUSION We will focus on five areas Organic expansion of our MPO service offering Deepening and expanding the relationship with our key clients Development of our digital services Further productization of our existing tools and methodologies Creating an organization to support growth 76
Slide 77: Ebiquity's key differentiators
CONCLUSION Ebiquity’s key differentiators are Deep subject-matter Entry into 80 of the Truly expertise in Marketing world’s top 100 Global scale, local independent and Media global advertisers expertise 77
Slide 78: Client testimonial
CONCLUSION ‘The process is clear, the team is very committed and the final learnings are amazing. I would definitely recommend working with Ebiquity.’ European Regional Marketing Director, Leading Global Consumer Product Company 78