Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

1. marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Digital Consigliere
http://linkd.in/augustinefou
acfou @ mktsci . com
New York 212 . 203 . 7239

2. March 2015 / Page 1marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Dr. Augustine Fou is an industry-recognized thought leader in digital
strategy, search and social media marketing and former Chief Digital Officer
of Omnicom's Healthcare Consultancy Group. Dr. Fou has nearly 20 years of
management consulting and digital strategy experience, advising CMOs,
marketing executives, and global brands. He pioneered the application of
the Unified Marketing™ framework to optimize marketing across both
traditional and digital channels and tactics.
Dr. Fou completed his PhD at MIT at the age of 23. He started his career
with McKinsey & Company. He writes a monthly column on Integrated
Marketing for ClickZ.com, and can be found on Twitter.com @acfou.
Dr. Augustine Fou – Digital Consigliere
ClickZ Articles: http://bit.ly/augustine-fou-clickz
Slideshares: http://bit.ly/augustine-fou-slideshares
LinkedIn Posts: https://www.linkedin.com/today/author/84444-augustinefou
212. 203. 7239 | acfou @ mktsci. com
“I provide clients an independent and objective point of
view on digital marketing that is rooted in hands-on
experience. Digital strategies are based on analytics, not
opinion; and results are judged on the actual impact and
ROI created for the business.”

3. March 2015 / Page 2marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Hands-on Experience
• CHIEF DIGITAL OFFICER, HCG (OMNICOM)
• PHD, MATERIALS SCIENCE, MIT ’95
• MCKINSEY CONSULTANT
• CLIENT SIDE/ AGENCY SIDE EXPERIENCE
• PROFESSOR AT RUTGERS, NYU
• ENTREPRENEUR / SMALL BUSINESS OWNER
• AUTHOR / SPEAKER
FIRST-HAND,
HANDS-ON
EXPERIENCE YIELDS
PRACTICAL DIGITAL
STRATEGY

4. March 2015 / Page 3marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Marketing and Advertising
Chief Digital Officer, HCG (Omnicom)
Business Strategy
McKinsey Consultant
Technology / Innovation
PhD, MIT Mat’l Science
Digital
Context of my thinking ...

5. Digital Track Record

6. March 2015 / Page 5marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Quotes/Citations

7. March 2015 / Page 6marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Events / Speaking (samples)
2013 SPEAKING ENGAGEMENTS
Carnegie Conference – Jan
iPharma Summit – Feb
Social Media Week NYC – Feb
Performance Marketing Insights – Mar
SES Conference NY – Mar
PMA Executive Insights – April
Reboot Camp – April
OMMA Social – May
Digital Strategy Conference – June
2014 SPEAKING ENGAGEMENTS
Carnegie Conference - January
Biznology Webinar - March
Forum for Workplace Inclusion - March
Video Insider Summit - April
eXL Pharma Medical Devices West - April
iPharma – May
OMMA Social – May
4A’s Webinar – October
eXL Pharma – October

8. March 2015 / Page 7marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Published Articles / Slideshares
Digital is a Philosophy
Digital is the thread that ties all forms of advertising
and marketing together.
Unified Marketing – Going Beyond Integrated
Unified marketing is a framework that allows all
marketing tactics to be plotted together and
compared.
10 Commandments of Modern Marketing
A list of the 10 rules every marketer should follow to
meet consumer needs in 2010.
A New Definition of 'Digital'
Defining 'digital' as the collection of habits and
expectations of today's consumers -- and what that
means to marketers.
54 More ClickZ Articles
Top Digital Marketing Challenges
Over 1,500 marketers from major corporations
share their top digital marketing challenges.
Digital Ad Fraud Briefing
Examples of fraud in display, video , and search
ads. What the industry is doing about it. Why
current industry efforts are not enough.
The Future of Advertising
How digital is impacting entire verticals of
traditional marketing and how those ad dollar
will flow into channels within digital.
597 More Slideshares

9. March 2015 / Page 8marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Ranking for Search Terms (samples)
Source: Google March 15, 2015.
digital advertising benchmarks
(#5 of 9 million results)
missing link marketing
(#3 of 35 million results)
new definition of digital
(#1 of 352 million results)
search vs display ads
(#1 of 127 million results)
unified marketing
(#4 of 73 million results)
digital is a philosophy
(#7 of 163 million results)
the grand digital canyon
(#2 of 20 million results)
web 3.0 characteristics
(#1 of 146 million results)
digital ad fraud
Page 1 of image results
why flash is evil
(#4 of 113 million results)

10. Digital Strategy Advisory
Unique Value Proposition for Clients

11. March 2015 / Page 10marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Digital strategy advisory…
… delivered through the process of
collaborative innovation,
… led by a just-in-time team of
independent subject matter experts
Digital Consigliere

12. March 2015 / Page 11marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Collaborative
Innovation McKinseyAgencies
• objective
• non-conflicted
• deep
experience•tactical • strategic
•implementation • theory
Clients need objective advisors who have deep subject-matter expertise and who
are not conflicted because they get paid for specific kinds of implementation.
Unique Value to Clients

13. March 2015 / Page 12marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Digital Audit
$
Low
Hanging
Fruit
Ecosystem
Amplification
New
Revenue
Streams
$ $$ $$$
Strategy
Delivery via Workshop
Discovery ImplementationIntro
Digital
Scan
FREE
1 hr Mtg
Client Engagement Process

14. Digital Transformation
Workshops

15. March 2015 / Page 14marketing.scienceconsulting group, inc.
Dr. Augustine Fou
THE PROCESS
The purpose of the workshop format is to allow Client team
members to infuse their first hand experiences and industry
knowledge into the digital strategy and tactical planning.
• Discovery
• Research and Inputs (market, customer, competitors)
• Articulation of Business Goals
• Hypotheses and Feasibility Testing
• Tactical Mapping and Prioritization
Digital Transformation

16. March 2015 / Page 15marketing.scienceconsulting group, inc.
Dr. Augustine Fou
SAMPLE AGENDA
Morning Session – 3 hrs
• How digital has transformed marketing/advertising
• Key trends and impact on industry
• Best practices and cases
• Digital is a Philosophy – Guiding Principles for All Marketing
Lunch – 1 hr
Afternoon Session – 3 hrs
• Client State of the Union
• Discussion of past and current programs
• Identification of tactics that map to business priorities
• Discussion and application of Unified Marketing™ Framework
Digital Transformation

17. Ad Fraud Forensic Research

18. March 2015 / Page 17marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Impressions and clicks are the biggest targets for fraud
Impressions
(CPM/CPV)
Clicks
(CPC)
Search
$18.5B
84% digital spend
Display
$8.2B
Video
$3.0B
Mobile
$3.7B$2.8B
Leads
(CPL)
Sales
(CPA)
Lead Gen
$1.7B
Other
$4.8B
• classifieds
• sponsorship
• rich media
• email
estimated fraud
non-fraudulent

19. March 2015 / Page 18marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Fraud continues upward as digital ad spend goes up
Digital ad fraud
High / Low Estimates
plus best-guess
Published estimates
Digital ad spend
Source: IAB 2013 FY Report
$ billions E
E

20. March 2015 / Page 19marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Fraud siphons 1/3 of dollars out of ad ecosystem
Advertisers
to spend E$56B in
digital in 2015
Premium publishers
are left with only
2/3 of the dollars
Ad fraud siphons
1/3 of ad spend OUT
of the ecosystem
• Ad dollars are being siphoned OUT of the ecosystem into the pockets of the bad guys
• Advertisers have lower ROI due to fraud (fake impressions, non-humans)
• Publishers have lower revenues (ad dollars stolen by bad guys)
2/3
1/3

21. March 2015 / Page 20marketing.scienceconsulting group, inc.
Dr. Augustine Fou
Fraud can be grouped into three “strata”
Sites, networks and exchanges
that cheat or look the other way
• Stacked ads, auto-refresh
• High ad-load, low viewability
• Purchased traffic, audience expansion
Sites created solely for ad fraud
• Created by template/algo
• Enormous quantity of ads
• All traffic/impressions from bots
Mainstream publishers with human + bot traffic
• Legitimate publishers with real content that humans
engage with, interact, read and watch
• An unknown percentage of malicious bot traffic designed to
enrich their cookie-profiles for later high-value re-targeting
FRAUDSITE
bot
bot
bot
bot
bot
bot
PUBLISHER
user
bot
user
crawler
user
bot
2/3 1/3