Today’s marketer is faced with many challenges. Most of these are precipitated by the shift in people’s lives into online environments. Be that our media consumption, communication, work, services or purchase behaviour – we are fast digitising our day to day activities. This relocation has a seismic impact on our industry, and, in turn, on the role of the marketer. As we adapt and transform how our organisations communicate, and how we work, we are faced with numerous turning tides – privacy, fragmented attention, fierce competition, and the importance of data in making marketing more measurable and accountable than ever – digital transformation is now vital to business sustainability.A one size fits all playbook to be successful with this transformation does not exist, so we will discuss the various elements of transformation and how they look in the real world. Key Takeaways: - What are the biggest headwinds facing brands in today's world - How do brands ensure they are prepared to navigate these challenges - Recommendations and best practice for marketers facing into transformation

1. KEYNOTE
Athar Naser
GLOBAL DIRECTOR,
TRANSFORMATION CONSULTING
CVE
LONDON, UNITED KINGDOM ~ SEPTEMBER 1 - 2, 2022
DIGIMARCONUK.CO.UK | #DigiMarConUK
Marketing
Transformation in the
Modern Era

2. Common, Yet Complex Challenges
Technological Socioeconomic
Regulatory
Behavioural
GAFA
WEB 3.0
COOKIES
DIGITISATION
MEDIA
RESEARCH
PURCHASING
POS
GDPR
PRIVACY
CONSENT
IDENTITY
POLITICAL
ECONOMIC
ENVIRONMENT
SOCIETAL

3. Digital marketing is evolving faster than ever
Decision making is
quicker paced
The agility to adapt to
insights in real-time is
critical for future success.
Drastically higher
data volume
Many companies don’t have
the right technology and
processes in place.
Cross-functional,
agile teams critical
Siloes of tech, teams, and
channels create congestion
and misses opportunities.
Tightening privacy
regulations
Cookies, IDs, and Identity as
a whole is more restrictive
and complex.

4. Finding growth in a more
complex environment

5. How are marketers responding?

6. The Solution: To Transform Marketing
1. Better at
Dealing with
Change
2. Better at
Marketing
Investment
3. Better at
Servicing
Customers

7. ^MediaSense Media 2020 & Beyond report
*WFA Programmatic Report
There is
appetite for
change
CHALLENGES
BRANDS
62%
say there is a skills shortage in tech and
data analytics^
72%
feel agencies have struggled to adapt
to programmatic*
66%
are re-imagining their marketing
model^
2 out of 3
say they don’t have financial or data
transparency*
Quality
Transparency
Brand Safety
Data Ownership
Tech Strategy
Targeting control
Talent

8. “Marketing without data is like
driving with your eyes closed.”
- Dan Zarrella, Social Media Scientist

9. MEDIA OPTIMISATION
MORE CREATIVE ASSETS
NEW CHANNELS
BUDGET SHIFTS
MEASUREMENT
GOOD
GREAT
PERSONALISATION
MORE DATA
NEW TECH
NOTHING!

11. Creating Structure

12. The CvE Model evaluates 6 pillars
Strategy
Measurement
& Attribution
Media
Data
Technology
Operating
Model

13. Operating
Model

14. 1 in 3 global
brands are
leaning towards
in-housing
UK Drivers for Programmatic In Housing
22%
22%
27%
30%
31%
39%
39%
42%
Cost Efficiency
Better Audience Targeting
Campaign Effectiveness
Real Optimisation
Data Management and Ownership
ROI Attribution
Extended Audience Reach
Cross Channel Planning and Execution
Source: IAB, March 2019

15. The 4 T’s of
a Successful
In-Housing
Journey
Transformation
Reaching organisational alignment
and executing critical preparationsto
launch an in-housing strategy.
Tab
Understanding and evaluating all
costs associated withimplementing
an in-housing strategy.
Talent
Identifying and securing
qualified staff foryour
in-house team, including
recruitment, onboarding,
training andretention.
Technology
Obtaining the necessary
software and tools to run
effective, sophisticated
digital media strategies
across all campaigns.

16. Strategy: Bring your teams under the same goal
Managing marketing in silos is no longer an effective solution
Company Board
Company Marketing Team
Agency Team
Campaign Delivery Team

17. Data: Maximise the use of 1st party data
Ensure new data and identity
approaches meets any current
and future privacy concerns
Build 1st party data strategy &
architecture with data sources,
transfers, and destinations
Define the marketing
frameworks and tools required
to meet business goals

18. Technology: Set-up focused on results
Customer Data
Transactions
Website Data
App Data
Data Sources
Data Onboarding
Audience Modelling
Customer Segmentation
Data Export Consent Controls
Data Warehouse
Data Visualisation
Customer Insights
Growth Opportunities
Analytics
Personalisation
User Journey Analytics
Automation
Website & Emails
Campaign Delivery
Lookalikes
Media Platforms
Data Activation
Data Co-ops
Clean Room
Customer Matching
Identity Resolution
Data Activation
CDP

19. Measurement & Attribution: Build a measurement framework
Hypothesis & Methodology
Split Testing
Evolve Strategic Plan
Fine-tune Current Plan
Optimise Test
Optimise to Channel KPIs
(MTA, attention etc.)
Analysis & Insight
Budget Allocation
Media Mix Model

20. Media: Next gen planning & buying ecosystem
C1
C2
C3
Cn
CREATIVES
Dynamic
Setup
Studio
Graphic
Designers
PROFILES
P1
P2
P3
Pn
TRACKING
Site traffic
E-mail
Cookies
Offline
Search
Social
Sales
Mobile
DMP/
CDP
ANALYTICS /
STATS
CRM
DATA SOURCES
MEDIA
CHANNELS
Desktop
Mobile
Tablet
TV/Video
Social
Outdoor
Print
ACTIVATION
Open
RTB
Private
Marketplace
Deals
Prog.
Guaranteed
Direct
IOs
Automated
Guaranteed
DSP

21. Key Takeaways
1. Becoming data driven is critical for survival
2. Don’t embark on in-housing without a plan
3. Org design and culture as central as tech & data