Mediaedge:cia and WundermanWorking together to deliver better knowledge, insights and results to our clients

The Yin and Yang of Customer TargetingInsights from profiling/BES

Improve media targeting

Does the brand know me?

Better targeted

communications

Right customer

Right media

Right message

Wunderman

Mediaedge:cia

Knowledge fromCustomer insights

Who is right for

which offer?

Who will be the most

profitable segments to

acquire?

The basic proposition - efficiency

• In an era of fragmentation and spiraling costs of connecting with customers and prospects, insight into customer data can identify the most valuable consumer segments and the media channels that reach them with most efficiency, providing clients with greater return on their communication investments

• Our offer will increase efficiency of client budgets through tighter targeting, accountability and responsiveness to market opportunity.

The breakthrough we offer together - power

• Clients confront a bewildering array of channels and customer touch points

• Only together can we transform how our clients go to market:– combining research data (Mediaedge:cia) with customer

data (Wunderman) to create new audience segments with high financial value

– integrating for these segments both usage of and preference for media (Mediaedge:cia) with responsiveness to marketing channels (Wunderman)

– track responsiveness to and continuous feedback from all marketing activities to deliver improved targeting (Mediaedge:cia) combined with real-time insight into behaviour and trends (Wunderman)

Acquisition and retention

Mediaedge:CIA

Wunderman

Acquire Develop/Retain

Acquisition and retention become intextricably linked and optimised

Linking and optimising acquisition and retention

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The statements and questions we will respond to

• Responses to the web have really taken off, but we don’t know if that’s because of our banner activity or because of the TV campaign

• What effect does my DM / DRA have on my brand awareness / values?

• Web response is up but phone calls are down - what’s happening?

• We know the campaign should be working harder - we just don’t know what to change

• What response does my brand advertising generate?

• Of those that don’t respond to my DM what effect is that having on my brand?

• With all the new channels of communication does Direct Mail still have the same effect?

Our unique combination

Wunderman

•D M & CRM expertise•Creative•Data Planning•Data Mining and Analytics•Consumer insight and segmentation

Mediaedge:cia /Outrider / TDE

•DRA planning/ buying•Web planning buying•Media response analysis•Survey data•Medialab tools•Outrider CDS

Joint offering to clients and new business

•Unified data•Multi-level insight•Unified messaging and delivery•Holistic customer view

Customer and household

knowledge

Survey knowledge

Data Driven

Media & Customer Information

How We Deliver

Customised Segmentation

Channel Neutral Contact Strategy

Cross Channel Implementation

Performance Evaluation and Channel Comparison

Integrated Metrics

Key Performance

Indicators

‘Data designed’ contact strategy across responsegenerating platforms informed by business and consumer insight

Direct response advertising and marketing implementation and measurement exploiting survey, household and customer level data

A unified suite of analytics that create ‘real time insight’

JOINT OFFERING

Customer Journey… maps channel experiences to the way customers work

(flow) and anticipates new ways to make it the most relevant to their personal progress everyday!

Customer Centric View

Customers want experiences (not “relationships”)WHAT

Desire appreciation for the flow of their needs—how they want to work and live (not “conformity” to company’s method of imposition)WHY

By shaping how channel experiences are delivered, optimised and synchronised (not just integrated)HOW

Business Centric View

Awareness Familiarity ConsiderationTrial/

PurchaseUse

Maintain/Service/

Cross-sell

RenewalRepurchase

Defection

Lead development Lead conversion Relationship optimisation

Contact Strategy Development

Background

BusinessCase

Assessment

Benchmarkingand

Tracking

Analytics

StrategicPlan

Development

Planning

ConsumerContact

Management

Optimization

Integrated Metrics

Knowledge

Household / customer•Profiling / segmentation•Data mining•Brand experience scorecard•Predictive modelling

Survey•Reading / viewing•Media / product consumption

Integrated data

• Segmentation• Marketing Process

• Metrics• DB/Technology

• Channel Alignment / Mgmt• Organisation Design

Data Capture

Relationship Optimisation

Lead

Dev

elop

men

t

TV

Outdoor

Magazines

Newspapers

Lead ConversionTrade Press

Online

Radio

VAR

Sales Force Mail

Events Promotions Teleservices

Email

Interactive TV

Customer Touch Points

Accountability

ReachHow many reachedWho / where they are

Awareness/PerceptionsChange in awareness and what they think of the brand

ResponsesWho is responding and how many

Which channel is most cost-effective?

SalesVolumes of sales

Conversion ratio

Increase in lifetime value

Integrated Metrics

Key Performance

Indicators

(e.g. average acquisition cost and

average revenue/customer)

Metrics

• Final step in the overall process is analysis

• All relevant data is defined, tracked and analyzed

• Important to remember that Optimisation is a fluid process– As learning comes in, insights should impact plan

– Depending on the channel, adjustments should be considered for underperforming vehicles/channels…as available

– Response curves should be recognized in terms of how quickly one might respond

– Timing of front end and back end information will also limit turnaround

– Media lead times will also impact adjustment flexibility

Accountability

Work flow

Business FocusUnderstanding / Developing specific Business Objectives

Metrics setting

Customer CentricSegmentation tools

BAV / BES

Contact Strategy(the brief)

Creative developmentat every touchpoint

DR marketing progs.Across all channels

Integrated message and mediumfocused DRA campaign

Proposition and Media StrategyCampaign Idea

CreativeAccount HandlingPlanning / Media

REDCampaign Management

Optimisation and Reporting

BusinessTotal Sales / Customer value

Total ResponseROI

Potential Business shiftsTarget achievements

Target / Budget setting

CustomerBehaviour / interaction

SegmentationResponse

ValueMedia mix

BAV - Y&R group global model for managing brands - 14000+ brands in 30 countries.

4Cs: Cluster and segmentation tool for targeting - derived from BAV and a Y&R group tool.

BrAndZTM: WPP study of brand health covering 15000+ brands in 28 countries

Breakthrough Generator workshop to build innovative approaches to connection strategy development from a consumer point of view.

Multi-market, channel or portfolio budget allocator.

Budget setting/benchmarking. (from Oct 2002)

Marketing and media competitive insight and forecasting.

Proprietary TV analysis, management and reporting system.

Direct response analysis suite

Advertising to sales responsestrategic optimiser for TV planning.

Advertising response strategic optimiser for print planning.from 2003)

Advertising recall modelling and planning

Calculates Advertising to Sales, Share ofVoice and Share of Market relationshipsfor brands within a category.

A survey of product, market, messageand media factors which produces an effectivefrequency for brand benchmarking and settingcommunication levels.

Defines the role of communication based onidentifying segmenting and targeting opportunitiesand their potential sources of volume.

Establishes and summarises the framework formedia strategy, translating marketing objectivesinto media options.

Estimates market reach and frequency based onpopulation, GRPs, weeks and target mobility. Foroutdoor, ambient and retail channels.

Prepares monthly lay-out of media phasingpriorities based on sales/audience and media costseasonality.

Contains templates for identifying KPIs andbenchmarking tracking communicationsperformance over time.

A suite of tools designed to assist the planner in setting communication goals, creating plans and delivering solutions.

gpsMapsBenchmarks for Budgeting

gpsPulseMarket Situation Audit

gpsRadarTarget Identification

gpsStarStrategy Framework

gpsMeterLocal Mobility RF Estimator

gpsPaceMedia Phasing Tool

gpsLogBookKey Performance Indicators

Seven easy steps to a better media plan & buy

Brand building, in four pillars from

differentiation through relevance,

through esteem,to knowledge.

Behavioural, functional and socio-economic

loyalty, driven by performance, treatment

and community feelings of consumers

Establishes and summarises the framework for

all components and channels for campaign

management

Visually shows the components of interest in a

real time environment

A suite of tools designed to provide the client

with the customer knowledge and insights

necessary to solve marketing problems.

Brand Asset ValuatorExamines how brands resonate

Brand Experience ScorecardExamines the nature of loyalty

9 Cell MatrixFramework to study campaigns

CRM DashboardVisual overview of current status

Four new ways to apply new insights to problems