DMT Compiled Merged

Understanding
Martech
4th November 2022
Key discussion points for my three sessions
• Session 1
• The why and how of Martech & Organizational Maturity Models
• Session 2
• Types of data and evolution of FPD
• Session 3
• Used cases on how brands are using FPD
Why – How are marketers trying to solve
for this
MARKETIN TECH
G PROBLEM SOLUTION
- Necessary to identify the problem statement

- Depending on the problem statement we know what's the starting point
- Once we know the starting point we will be able to assess the need-gap and
arrive at what needs to be fixed
- Once we know what needs to be fixed we can identify what are the various
tech interventions we need to make
Tech Consulting MICA Training

Why – Disruption Across Marketing
Presentation or section title 4

Some of the core questions marketers have always
wanted answers to
How do I understand and
segment my audiences better ?
How do I engage with my existing

How do I target and DATA
consumers
personalize my communication at & TECH
and make them my advocates?
every single touchpoint?
How do I convert audiences an

make them my customers
Tech Consulting MICA Training 5

Lets take one question – How can I
target my consumers better?
Tech Consulting APAC Training 6

What a typical tech spine for an
organization would look like
Tech Consulting APAC Training 7

Data & Tech
Maturity Models
Key pillars you would focus on
in building a data driven Elements of Data & tech strategy
strategy for your organsiation
Pillars of Data Governance
People & Processes
Implementation Roadmap
Elements of Data Strategy
Current Assessment Strategic Recommendation Deployment
Business Data & Structure Data Collection Turning Data Tech Measurement Run-Operate
Alignment Audits & Synchronization into Insights Strategy
Business Objective Tasks
New Consumer Acquisition

Business Alignment
New Market Expansion
Penetration
Cross-Sell, UP-Sell
Data to support current Business
Increase Analyse CLTV goals
Consumer Value
Consumer Insighting
Identify business drivers that could
New Product
Audience cohorting be impacted through data
New Market Expansion
Launch
Align with key KPIs to be driven

Hyperlocal Targeting
Grow specific
cities/markets
Auditing tools, technology, data infrastructure & people
skills required
Data strategy Tech stack CRM Ecommerce CDP

Audit Audit Maturity Audit Maturity Audit Assessment Audit
• How to improve effective • What is the maturity of data • How data is processed • What type of actions are • How data is standardized
use of data? collection, transformation & and a review of data aligned for purchase and synchronized in
• How do you manage your visualization? quality? journey? CDP?
data? • What are the tech stack • what is key information in • What kind of data is • How campaigns get alter
• What are the governance dependencies? the CRM so that the most available and how on real time basis via
policies? • Which automation leveraged data can be interconnected they are? CDP?
• What is the client concepts are leveraged for highlighted? • How campaign is • How to identify trends
readiness? media activities? • what impact CRM has evaluated on basis of and predict outcome?
• What is the data strategy had on top-line business product profit, RFM or AI
implementation roadmap? results like sales and driven lead scoring?
customer churn?
USED CASE
Increase the engagement of our
current user base by 2x with
minimal increase in spends
Transforming Consumer Engagement for L'Oréal 13

What are the questions we would need
answers to?

The ways in which we are engaging our
consumers today through the funnel
EDUCATE / ENGAGE COMMERCE
AWARENESS
Campaigns Virtual Tryons on YT & FB Live Streaming Sessions Shopalyst
Transforming Consumer Engagement for L'Oréal 15

Key problem statements that came from
our analysis
- No way to identify the overlap of audiences
- No way to size the overall universe
- No way of measuring the funnel – no-platform to off platform
- No way of upselling cross-selling
- No way of personalizing our communication to the persons

need
MICA TRAINING TECH CONSULTING 16

Key tech interventions we needed to
make
- Data unification – One view of the consumer
- Segment the consumers
- Personalize the communication to the segments
- Drive commerce
- Measure impact
MICA TRAINING TECH CONSULTING 17

The beauty destination powered by the tech spine
& analytics delivering the next 2-year shift
FIRST-PARTY
DATA SILOS
CAMPAIGN PROSPENTSITY PROGRAMMATIC & DIRECT

DATA MODELLING ACTIVATION VIDEO
VIEWS
CRM
SALON/ SELECT SINGLE

CHANNELS CUSTOMER
DATA VIEW
ADH CONTENT ADAPTATION

PASSION PRODUCT TIME
DMP / CDP / - Thursday - Saturday

- Friday - Sunday
— Creative A - Saturday
— Creative B - Sunday
TRAFFIC ATTRIBUTION ATHENA
- Thursday - Saturday
Working Professionals
- Friday - Sunday
GOOGLE CLOUD Beauty Maven
Fashionistas
- Friday
- Friday
- Sunday
- Sunday
BUILD
THE
Luxury
DECISION
3X
- Friday - Sunday
3P DATA & DATA - Thursday - Saturday TREE

ANALYTICS & PREDICTIVE
Family & Parenting - Friday - Sunday
PARTNERSHIPS` Nightlife Enthusiasts

- Friday - Sunday
DATA
MODELLING
ENRICHME
NT
EDUCATION
FIRST
PARTY DATA
BEAUTY DESTINATION SALES
` CONTENT
ADAPTATION
TRIALS
UNIFIED DATA PERSONALISATION CX + COMMERCE ATTRIBUTION
18
Assignment: Imagine you are a category lead in a
company producing chocolates. You would like to
increase the Life-time-value of your consumer.
- What would be your starting point?

- What kind of problems will you be looking to solve?
- How do you think technology can help you?
19
Understanding
Martech
4th November 2022
RECAPING OUR DISCUSSION
Tech Consulting MICA Training 2

Assignment: Imagine you are buying a car – How would
you go about it. Break the consumer journey down into
4 or 5 stages. What would the stages look like
4
Stages & Touchpoints

Data points captured across the consumer journey
Saw Ad on TV Search on Google Visit auto aggregators Locate dealer Compare
motor
Consumer Action
Saw Ad on YT/Social Visit brand site Call dealer insurance

Delivery
Visit brand social Read Reviews
Saw banner/native Visit dealer Booking
page Visit
Saw Ad in Classifieds
Watch comparative Take TD
print videos
Trigger Consideration Evaluation Purchase

• Program/Channel where the • Brands searched in single session • Brands interested in, budget, finance needed • Custom
Data Captured
Ad was seen (Zapr) audience, look-a-

• in-market intelligence • Sell an existing car, buy second-hand car like model
• Ad completion/Interaction
pertaining to Interest • Gadget ownership • True Caller - Auto enthusiasts • Credit card/ debit
card, contact
• Assists/View through • consumer profile • Footfall mapping , device id, all mobile related details,
data
• Phone information • affinity categories
Identities
7
What is a Cookie ?
Set By : Publishers ( Amazon,

Facebook, Youtube ) and
brands
1st Party
What is a cookie ?
A small text file that exists
in your browser and on your
computer
Set By : Adtech vendors :
3rd Party
Adobe, doubleclick,
mPlatform, SSPs, DSPs, etc
8
What is IDFA and AAID?
§ IDentity For Advertisers is the individual and

random identifier used by Apple to identify and
measure iOS user devices.
§ While IDFA is for iOS devices, AAID is for

android devices
§ Serves similar functionality to the cookie, but

within apps, not within a browser
§ In many markets, a majority of add impressions

are within apps (think FB)
9
Types of Data
First Party Data Second Party Data Third Party Data
This is the data collected by the Second party data is essentially Third party data is data
brand through its own sources some other party ’s first party acquired through aggregators
data
Private data
Website data Vendor data
marketplace
CRM data Media placement data
Publisher partnership
Product XML feed
Offline data
10
Audience Clusters
Impact on performance and efficiency post the deprecation
Exposure & Customer

Customer Context Interaction Customer Insights ‘Extrapolated
Customer Transactions or Signals like related to Engagement with Collected, Insights’ based
Personal Engagement Time of Day, Marketing another platform Surveyed and on correlation
Information with your Brand Geo, Weather Campaign or publisher Resold and modeling
COOKIE RELIANT DATA SIGNALS
Personally 1st Party Data Contextual Data Campaign 2nd Party 3rd Party Look-A-Like
Identifiable Data Data Data Data
Information
(PII) Attributio
n
Frequency
Owned data assets will become As it will get harder to find and recognize
increasingly more valuable & important people outside of your owned channels
12
3rd party cookies
deprecation pushed back
to H2 2023
01 Updated: 24 Jun 21
Google to push back initial 2022 timeline to H2
2023, indicating that they will not deprecate 3rd
party cookies until there were viable solutions for
advertisers and publishers.
02
Stage 1 (late 2022) - Developer community to start
adopting privacy sandbox solutions. Around 9 months
for publishers and the advertising industry to migrate
their services.
03
Stage 2 (mid-2023) – Subject to adoption rates and
regulatory go-ahead, Chrome will start phasing out
support for third-party cookies over a 3-month
period, finishing in late 2023.
13
https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/
What does this mean
for marketers?

Paid Search
Impact: Low-Medium, fundamentals of PPC
unaffected, keyword is king
3rd Party Cookie 3rd Party Lookalike audiences Current forms of

Remarketing (Similar Audiences) Measurement
(Sales/Actions)
Auction Time
Customer Match Google Google Life Bidding
(1PD matching) Affinity Audiences Events (Search
Automation)
15
Paid Social
Impact: Medium, could face some
measurement challenges
Current forms of
Cookie Based Cookie Based 3PD Onboarding
Measurement
Retargeting Custom Audiences Partners
(Pixel Actions)
Reach & Brand Lift Platform 1PD Custom

Frequency Studies* Engagement Audiences
Rates
16
Display
Impact: High, a huge change to the real-time-
bidding ecosystem
3PC 3PC Lookalike Sequential / Dynamic

Retargeting Targeting Creative*
Post Impression
Frequency Capping Sales, R&F Sales Reporting
Contextual Universal IDs &

Google Geo Targeting
Targeting Clean Room
Behavioural Cohorts
Matching
17
01 02
Consent must be
#1 priority for all New non-cookie based
parties targeting techniques
Looking will be needed
forward…
03
The industry will be forced
to find new different forms
of measurement for
Precision media
Semantics
Contextual Targeting Emotion
Image & Video
Preparing for Location-Based Targeting Hyper-Local Targeting
the future….
Common Browsing Behaviours
Behavioural Cohorts Groups of Users
Single-sign-on
Universal ID Management Alternative to cookie
1st Party Data

Clean Room Solutions Clean Room Matching
x
19
Contextual targeting offers far
Contextual Targeting
more advanced opportunities
Location-Based
Targeting
Behavioural Cohorts
Universal ID
Clean Room Solutions
x
20
Geo-targeting and cohorts are privacy safe
alternatives
Location Behavioural Cohorts

Location-Based Targeting Targeting remains relatively Group audiences through non-
unscathed…for now personal common identifiers
Behavioural Cohorts
Universal ID
Clean Room Solutions
x
21
A potential solution for ID management is
the Universal ID
or
Location-Based Targeting
for
Behavioural Cohorts
Universal ID
Universal ID
requires
Clean Room Solutions requires
x
22
Clean-Rooms offer the ability to activate 1st
party data in new ways
Location-Based Targeting 500k Customers 3m Customers

1st Party Email Add. 1st Party Email Add.
Behavioural Cohorts
Kj+69 #b!c1
zz?! d&sk!
Universal ID
CLEAN ROOM
RECORDS
Clean Room Solutions MATCHED
Kj+69 #b!c1
zz?! d&sk!
MATCH
x
Optimization : Driving conversions : Bridge
What it is?
• Bridge allows GroupM to utilize the consumer data from select strategic
partners in a privacy-compliant environment for insights, planning, and
activation.
• Bridge enables GroupM agencies to join WPP data, client data, and
proprietary consumer data from each partner to optimize media plans,
activate on custom audiences, and perform advanced
• analytics.
• Bridge with Google is exclusive to GroupM.
What is its value?
• Bridge nearly doubles the offline conversion rate (in-store visits)
• Bridge nearly doubles the lower-funnel

• online conversion rate (inventory searches)
• Bridge audiences are more engaged with higher video completion rates
• Bridge unlocks a top-of-funnel high value audience that could not

otherwise be targeted with standard Google tools
24
Case Study : APAC The Bridge Model
Telecommunications, Define Build Activate
India Online 1PD remarketing For the campaign, three Identified metrics:
data using Bridge models were created • Impressions
Google Analytics for the four seed audiences • Clicks
4x seed audiences with one of these models • YouTube Views
Hypothesis combining two of the seeds. • High Quality Visit (HQV)
• CPHQV
Bridge helps reach higher value; top of funnel Experiment Design:
audiences distinct All three models were split
into two segments with the (2 cell experiment)
from standard Custom Affinity Audiences • Cell 1 with unique 'Bridge’
following reach:
1. Top 2.5% • GroupM/Google audience
2. 2.5%-10% • Cell 2 with off-the-shelf Google
Objectives 'Custom Affinity’ targeting (Client’s
Expedition URLs & Interests)
To measure impact of richer and more customized
datasets designed to reach more users across the
Google Results
Universe
Impressions YouTube %HQV CPHQV ($)

Prospective audience segments Clicks
Views Relative increase in HQV vs
Custom affinity certifies
• Male, Female, 25 years+ Bridge Bridge’s effective audience
1,693,215 25,209 234,192 26.3% 0.8
• Top 10 metro targeting
Custom Lower CPHQV vs Custom

2,440,488 55,543 412,416 10.7% 1.8
Platform & budget Affinity Affinity proves Bridge’s
cost-efficiency
YouTube - $17k Ratio: 2.5x 0.4x
x
Assessment of impact across 5 areas with over 152
questions
01. Measurement 02. Targeting 03. Optimisation 04. *Compliance MarTech
Conversion Data Planning DSP Consent DMP

Attribution Social
Impressions 3rd Party Data PPC Ethics CMP
Clicks Video
1st Party Data Privacy CDP
Purchase Journey A/B Testing
Modelling / LAL Universal IDs Analytics
Reporting Dynamic Creative
Semantics / Context Tag Management
Econometrics Dynamic Landing
Geo-Location & Pages Clean Rooms
Brand Survey Clustering
*Will need L'Oréal's help in completing the compliance audit
26
01. Measurement: Unlocking New
Avenues
27
Among the 10 measurement areas that are important for
us 7 are likely to get impacted
Business Use Case What is the risk? 3PC Dependency Ease of fix
Tracking onsite vistors Measurement relies on opt-in and cookie High Test Route Identified
Business Intelligence Some data will become unavailable (e.g. conversions, purchase journey tracking) Low Test Route Identified
Channel integration Distruption in data (depending on what non-native data is integrated) High Solution Found
Analytics for all channels Holistic view of channels Low Solution Found
Deliver/count impressions Reliant on 3rd party cookie for counting High Not available/More info required
Deliver/count impressions Uses 3rd party cookie High Not available/More info required
Deliver/count impressions Reliant on 3rd party cookie for counting High Exploring Routes
Audience dimension especially outside of walled gardens will have reduced footprint, thus less
Align budgets to audience robust to extract insights from High Test Route Identified
Social Conversions Will be measured differently, windows will be reduced, results will be skewed High Solution Found
Brand survey Uplift reports maybe impact due to test/control group seperations Low Test Route Identified
28
Brand Surveys & our Native Channel integrations are not
going to be highly impacted
L'Oréal
Dependency
High
Brand Survey
Social Conversions
Channel
integration
Business Intelligence
Status of fix: Tracking onsite
Solution visitors
found Deliver/count
Analytics for all impressions
Test route
identified channels
Exploring
routes Align budgets to
Low audience
More info
needed
Low High
Dependency on
3PC
29
Discussion: Imagine you are a category lead in a

30
Understanding
Martech – Session 3
5th November 2022
Assignment: Imagine you are a category lead in a

2
Understanding 1st party data
3
What is it?
Data owned by a brand of business.

Also implies responsibility for
compliance, security, ethical use etc
First Party Data

Could be any data, but in this context refers to
an identifier (email, mobile phone number,
cookie) and associated information
4
Where Does 1PD Come From?
Website data CRM records Transactional Loyalty
Actively Collected
Passively Collected
5
Why Is 1PD So Valuable?
Differentiating Only you have it
Relevant Relates directly to your business, brand and customers
Given directly to you, you manage it and understand it

High Quality
It’s inherently self identified and deterministic
Potential to unlock new revenue streams and/or drive

New Opportunity efficiencies
6
The skill is in connecting 1PD
to provoke growth
The leading advertisers link

1st party data sources
Understand
customer behaviours
30% 20%
More meaningful messages Cost Saving Increased
Revenue
Deliver better experiences
Source: Boston Consultancy Group, European 1PD Digital Marketing Study 2019
7
ELEMENTS OF
BUILDING 1PD
8
Acceleration of FPD collection for Luminous
E-commerce
Owned Data Retail Partnerships Paid media
Partnership
PII • Sponsorships
• Loyalty programs Data consortium to • TV spots , digital impressions
• CRM • Offer redemption on
• Distributor data enable partnerships of , news paper
• Email ecommerce platforms
• Pass back of data into immediate , allied • outdoor
• Website (email, phone categories
no.) the client ecosystem
Non PII
• GA
• Campaign data
• Website (cookie)
Used case 1: Used case 2: Used case 3: Used case 4: Used case 5:
Consumer visiting Luminous • Website leads mapped into Customer gets an emailer for solar Partnering with Urja Mitra to Luminous fans sponsoring
website and is interested in an the stored through location inverter with the promo code, tap the areas with higher a talent hunt show, to
inverter , their website partner redeeming it onecommerce partner inverter requirement due to encourage sales at the right
behaviour and other will help to understand which lack of electricity time encouraging people to
information is stored as FPD • Lead generation on website campaign is working better give a miss call and get a
passed on to distributors chance to be on the show
9
Uses of First Party Data
Demographic
M/F 35-54
Life stage Retargeting customer
Married, Parents, with solar batteries
Working who has purchased
professionals solar inverters in the
past
Purchase behavior
Home automation, home repair,
home appliances Retargeting customer with
SEGMENTATION & premium designer fan UPSELLING &
INSIGHTS collection who has CROSS SELLING -
Appography purchased signature
Home repair, interiors, DIY GENERATION collection in the past
RETARGETING
Retargeting the customer

Insight: Working professionals in
who purchased LEDs with
urban areas are more likely to go for
improved products
signature collection whereas big
depending upon the
households in tier 3 cities go for
lifecycle of the purchased
designer collection
product
10
Uses of First Party Data
Hyundai- Lifecycle
Starbucks CRM
Management
Integration
Approach: Approach:
• Customer Data Management • Drive consumers to use WhatsApp
• Omni Channel Campaign business for availing no-contact
Orchestration method of booking car service
• Loyalty & Affinity Marketing • Implementation of the missed call
number followed by WhatsApp link
Benefits: for opt-in
• Personalized communication
throughout the day Benefits:
• Higher retention & increase in • Better consumer experience-
repeat purchases No contact car service booking
• Increase in customer enquiries
11
Best practices
12
BEST PRACTICES FOR
COLLECTION ENRICHMENT ACTIVATION MEASUREMENT

Begin with owned moving to paid media High
Non PII
Campaign data
Retail
Purchase data
Ecommerce
GA Website
Partnerships
Acquisition
Partnership
Loyalty Paid media Value exchange

PII
Past purchase
Email
CRM
Owned Paid
Low
14
Best practices : Collection
PEPSI IPL CAMPAIGN
Challenge:
Engage the youngster via interactive campaign
Approach:
• Brand launched a consumer promo through which users can participate by purchasing any PepsiCo
product
• On purchase, user had to SMS the 8-digit code to the number mentioned on the label
• A randomizer was also designed to declare winners
• Also, an integrated front end tele-calling support was designed to inform all the winners and get their
details for gift delivery
Value exchange:
• Chance to win exclusive tickets for the IPL VIP box
Results:
• 300 Mn unique code generated
• 20 Mn Participants sharing the codes for participation
• 50 Mn gratification
DATA COLLECTION VIA PROMO CODE ON PACKS

Best practices : Collection
TATA TEA
Challenge:
• Inspire women to exercise their power to vote in the forthcoming election
Approach:
• Consumers were invited to give missed call on 08000780007 to participate in the Jaago Re campaign
• In response to this the missed call, user receives an automated call in which various options were given to
choose from for giving response
• Implementation of:
• IVR
• Missed call number
Value exchange:
Inspiring women to cast their vote & exercise power they have to make or break a
government
Results:
• 4.5 Mn participation
• Most impactful campaign fetching participation from PAN India
• Capturing response from all three channels and showing on single
DATA COLLECTION VIA SOCIAL CAMPAIGN

Best practices :Enrichment
Campaign data + Enrichment,

Data onboarding Unification + Identity
CRM + segmentation & look
resolution through Activation
alike modelling
Website data Zeotap
through minsights
CRM & Website data

Segment 1: In market for inverter, rural
India, males, interest in home appliances,
past purchase: lighting & switches
Segment2: Females, urban India, interest
home designing, shown interest in designer
fans
USED CASES
Performing lookalike modelling for designer
fan buyers and tapping them on relevant
touchpoints with right communication
Emailers
Best practices :Enrichment
These attributes help in insight mining Based on the insights derived earlier lookalike
First party Data in the form of device Ids is audiences is formed to reach out to more relevant
onboarded at mInsights where enrichment which help in determining the key
and likely to convert audiences
takes place in the form of category Behaviour of our audiences
Insight: Inverter segment is concentrated around E.g. Lookalike modelling to extend the pool of
attributes
tier 3 cities, preferred mode of purchase is offline solar inverter buyers
Data Partner Lookalike modelling

Attributes relevant for luminous Handset
Name Ownership & usage
§ Interests & Hobbies

Interest § App Usage
Browser Proprietary Data

Eyeota Interest in home appliance •
•
368 IAB interest segments,
Updated in real time,
Demographics
• Indexed for recent, • Personality

• Recurring and new interest
380 Mn • Demographics
BlueKai In market for Fans (High, Medium, Low affinity )
• Socioeconomic
Location
Intent
Oracle In market for inverters
• Product searches
Category • Configurations
• Comparisons
Oracle Purchasing a new house • Category Purchase – across 84 categories
• Brand importance in category Media

Media consumption – across 28 media
Oracle In market for appliance repair § Frequency & time spent

§ Attention
§ Media context
Eyeota Purchase intent around lights
Bluekai Interest in home repair

Via [m]insights using data of 380 MN+ users
Best practices : Activation- Enablers
Tech flow enablement Tracking via GA
WhatsApp Chatbot 1.2

Sends 1.1 will automatically 1.3 BRAND
personalize WhatsApp Chatbot TAGGING TRACKING VIA ENHANCE E-COMMERCE
send a message WEBSITE
d message based on previous used to check if the Sends the different
based on customer is designer fans options 1.4
searched product Buys product in
previous e.g. Luminous interested in view to buy Product Performance
search the product WA/website and Product
designer fans
Checks for info are captured Preference • Analyze various events on
Known/Unkn in the CRM o PRODUCT_VIEWED the product pages like SKU
selected/ reviews visited/
own o PRODUCT_SKU_VIEWE
D How to use
Customers
PRODUCT_REVIEW
CY
In Luminous o • Analyze the performance of
1 website, R the product like Avg. Price,
M Avg. Qty, Cart to detail, Buy
Customers who
sy
Shopping
bought fans will get 1.5
WA link with offers, nc Behaviour
ed o ADD_TO_CART Shopping Behaviour
promotion & wit o ADD_TO_CART_WITHO
services
WhatsApp h Order UT_VIEW • Analyze where users drop
Activation G confirmation o CART_ABANDONMENT off from funnel using
C dimensions filters(device,
Link – Known message
region, source..)
Customer
PN Checkout
• Retarget the user with
1 1 1 Behaviour abandoned cart item
a b c o CHECKOUT
WhatsApp Chatbot Collects PII Info Checks for the 1 o CHECKOUT_BILLI Checkout Behaviour
will automatically from customer and product they look d NG_AND_SHIPPING
send a welcome updates in CRM for provides o CHECKOUT_PAYM • Investigate the steps
message product info Buys product ENT disrupting the checkout
in WA/website o CHECKOUT_REVIE phase of the funnel
and info are W • Remarket on several
captured in the o CHECKOUT_TRAN checkout steps(Shipping
SACTION drop-off users)
CRM
Tracking the website behaviour through GA to know how each product is

performing, users' behavior and checkout behaviour
Tech flow enablement: WhatsApp example for Luminous, tapping the
Insight: LEDs are bought in bulk while Fans are mostly bought in single units
customer checking out the fans range on website
Best Practices: Tech Integration for Modelling
PII data (Email, Phone no.,

Name , Location, Gender,
Luminous
Age, Purchase data)
customers
interacting on
the website
Whenever user signs up using email ID/
phone no., it is real time imported to GA in
1a hashed ID form
2 3 4
Unification of • Recency & Frequency

1b hashed ID & GA modelling
Client ID • Market mix modelling Advance analysis,
• Predictive CLTV Dashboard &
Activation via
reporting
Detailed analysis
DSPs Campaign LED lights work
of the whole
for youth segment, while
customer base
inverter campaigns work
Non PII data (Geo, Age, more for older segments
Luminous Page visits, Frequency, Avg.
customer data time spent
stored in GA
20
Best practices : Measurement
Audience Measurement Creative Measurement Website tracking via Enhanced E-commerce
Brand
Inverter Fans Lights Inverters Fans LIghts website
Activate the cohorts

across various media
touch points
Tagging
Create GTM/GA codes for every version ID
User directed to brand
website Shopping Behaviour
Product Preference
o ADD_TO_CART
o PRODUCT_VIEWED
o ADD_TO_CART_WITHOUT_VIE
o PRODUCT_SKU_VIEWED
W
o PRODUCT_REVIEW
o CART_ABANDONMENT
Tracking via Enhanced E-commerce

Buy Now
PDP Product Performance

Add to Cart • Analyze various events on the product pages like SKU
selected/ reviews visited/ How to use
Brand Website • Analyze the performance of the product like Avg.
Price, Avg. Qty, Cart to detail, Buy
KPIs Buy Now
tracked PDP Shopping Behaviour
• Analyze where users drop off from funnel using
Add to Cart dimensions filters(device, region, source..)
• Lookalike
• Retarget the user with abandoned cart item
• Re-targeting
Analytics & Reporting
Taxonomy needs to be replicated in GA as well
22
Grow fearless

Role of Technology
in Marketing
Introduction
2
TIME FOR SOME FACTS
01 The Top 3 most valuable brands in the
world
Source : Brand Finance 5
Source : Brand Finance

Most valuable
brands in 2010
02 Spends by Indian companies on IT
$ 105.2 Bn
Source : Gartner ,2022

03 Size of big data and analytics globally
$ 121.65 Bn
Source : businessresearchcompany.com ,year 2022

04 Amazon and Google revenues in 2021
$257.63 B ( Google)
$469.82 B (Amazon)
CHANGES WE WITNESSED IN THE ECOSYSTEM
THE CLIENT
16
Changing Role of CMO
Single view of consumer across sales , distribution , insights ,

Customer champion analytics
Innovation catalyst Experimenting with new technology ,data and techniques
More accountability in sales , driving more accountability thru

Growth Officer CLTV , more interlinkages between marketing and revenue
Continuous storytelling from a paid and owned touchpoints

Creation of experiences lens.
Source : ET,WSJ
17
Key Client Questions
Shuvadip Banerjee Anil Viswanathan

India CMO Arvind Chintamani
Chief Digital
Mondelez VP Marketing
Marketing Officer
How do we power the insights How to integrate paid media

data spine into the CDP? How How do we use FPD to get
division by data driven one-million-dollar sales?
approach? is Lytics (CDP) going to be my
single source of Growth?
Avneesh Khosla
Shashank Sinha
Chief Marketing
VP Strategic
Officer
Marketing
As we have all Tech data stack How do we get unified data

in place, How we can integrate across sources? How can
CRM audiences into the Adobe be the single source of
planning? truth across analytics ?
18
MARTECH
19
What is
Martech ?
Martech is a
combination of
techniques and
technologies that are
used by digital
marketers to create,
communicate, deliver,
test, measure,
automate, integrate
and adjust with all the
marketing efforts
Increase in martech investment
Source : martechalliance
22
Benefits of martech
Customer Personalization Automation of

Acquisition and marketing functions
Retention
Organizational Use of data ROI

integration
Martech companies
MarTech Opportunity 2x2
ROI FOCUS
26
What is
What is Marketing ROI ?
This Photo by Unknown Author is licensed under CC BY

ROI stands for return on
investment. This metric calculates
how much a business can earn from
investing in a specific marketing
strategy. It is possible to develop
various campaigns, including
marketing actions, by email, content
marketing, and search engine
marketing
Elements of ROI
Campaign performance Business Impact

Channel
Performance

Channel
Use of data
Performance ROI
30
TECH AREAS INFLUENCING MARKETING
CRM
D2C CDP PERSONALIZATIO
N
DIGITAL ASSETS
OPTIMIZATION
EXPERTS
PRECISION UI/UX
CONTENT ANALYTICS
x
D2C
33
What is D2C ?
D2C e-commerce is when the manufacturer/producer

sells its products/produce directly to consumers from
their web store.
How D2C brands are
challenging traditional
marketing norms
35
CATEGORY SNAPSHOT
36
Direct-to-Consumer Strong Momentum witnessed globally;$100 Bn
Brands(D2C) India addressable market by 2025
Global factsheet India factsheet
Funding Transactions Brands launched Brands with $50 Mn+ ARR
Projected growth of online

Unicorns M&As Brands with $15 Mn+ ARR
shoppers in 5 years
THE HONEST COMPANY
Note: Data for 2016 to 2020 YTD, Transactions refer to funding rounds, ARR denotes Annualised Runrate
Source: Tracxn, Avendus research
Direct-to-consumer brands have been quick to capitalize on the product
and price white space, witnessing rapid acceleration at scale
D2C brands refer to businesses that have: (i) majority of their revenue or customer acquisition from direct to
consumer online channels; OR (ii) started with an online-first distribution before going omnichannel
Years taken to reach INR 100 crores ($13 Mn) revenue in India
Food & Beverage Beauty & Personal Care Fashion Electronics & appliances
21
20
19
17
15
13
9 9
7
5
4 4 4 4
3 3 3 3 3
2
Traditional players D2C brands
Source: Company filings, public disclosure, Avendus research

Understanding the 3 stages of evolution
Early stage Mid /Growth stage Expansion stage
Digital-only distribution Going offline for further scale Multiple brand expansion
strategies
D2C brands in India leverage a mix of own platform Offline distribution increases customer reach
and marketplace distribution and expands addressable market Expansion to adjacent
Own platform to access customer data; marketplace Increases brand discovery and credibility categories
to increase discovery and reduce CAC Increases target audience, basket size and
Enables touch-and-feel factor for
repeat behavior of the customers
Own platform sells the product as well as the customers
However, rapid online adaption is pushing Omni-channel
brand
the omnichannel expansion further out expansion
Own the Channel for driving D2C brands have demonstrated the ability to Multi-channel distribution – own
purchase loyalty and scale without offline expansion as well platform, marketplace and offline
experience retention
House of brands architecture
Marketplace distribution can ascertain the
product- market fit
Multiple sub-brands under the parent
brand to create targeted propositions
Launch Channel for
minimum viable discovery, International
products customer acquisition expansion
Overseas distribution to North
America, Middle East and Southeast
Asia
Source: Avendus research

7 belief
systems that
are
challenging
traditional
norms
1. The Fundamental Difference between Digital
Native Brands and Traditional Brands
DIGITAL NATIVE BRANDS:

TRADITIONAL BRANDS
- Business-First Approach
- Brand-First Approach
- Valuation & not profitability
- Profitability & valuation
43
D2C brands are Business First v/s Brand First
Digital First Brands look at the Purchase Funnel differently! The build awareness bottoms up
BUILDING BRAND TARGETING INMARKET USERS THEIR JOURNEY STARTS WITH CAC – CUSTOMER
ACQUISITION
Launched on e-commerce - Mamaearth was exclusively “This CAC-to-LTV chain is the essence of the direct brand
launched on e-commerce portal - Amazon Launchpad by lifecycle,” by Randall Rothenberg, CEO of the IAB
targeting ‘Google Parents’
44
2. Attract through strong value proposition and disrupt through
agility and speed
a. Stand for something consumers want to align with b. Develop superior products as quickly as possible
In 2018, searches
increased on a new
ingredient in beauty
– ‘Onion Oil’
In ~ 3 months
multiple brands
launched their
‘onion’ variants
Fenty Beauty & with Safe Ingredients &

promise of inclusion for all mamaearth
women.
Range of Apple Cider Coffee infused range of
Vinegar products by Wow personal care products
45
3. Power marketing decisions with data
Digital First Brands are "data cored" and they build product and brand communication by understanding
consumer needs
INCREASED PERSONALIZATION IMPROVE PRODUCT DEVELOPMENT INFORM EXPANSION
Graze – health snack company curates Glossier beauty website devoted to

personalized subscription box using 300 Soylent through data was able to people sharing the products they love,
million customer ratings of its products pinpoint problems with their original was the main source for inspiration
at a rate of 15,000 per hour launch and improve the product line. and information behind product
development.
46
4. Their plug and play model fosters agility
Agile DNA and asset light operations across value chain
PROCUREMENT & Typically 100% self procurement coupled with

Toll Contract
MANUFACTURING contract or toll manufacturing
manufacturing manufacturing
Readily available digital distribution pipelines – Own

DISTRIBUTION marketplaces, own website platform
Digital advertising and marketing channels to target only the

MARKETING appropriate audience resulting in higher return on ad spend Josh
FULFILMENT Third party logistics (3PL) for fulfilment and doorstep delivery
Thus, their operations are more conducive to innovation

• Low cost of failure • Lower time to market • Continuous experimentation
47
MARKETING AUTOMATION
5. CX is at the heart of UNBOXING
DELIVERING CX
business strategies
• Thoughtful elevated product and

packaging design
• Deeply understanding your customers’

problems and where moments of delight
can be added
• Human and personal customer service

interactions
US beauty brand, Glossier, has
used its distinctive unboxing and
packaging
48
6. Leverages Influencers and social celebrities in a big way
OWNED OR LINKED TO SOCIAL FORMS A SMALL PART OF OVERALL MARKETING BUDGET OF LARGE BRANDS,
CELEBRITIES BUT A SUBSTANTIAL PART OF D2C BRANDS
Sales of Kylie Cosmetics is directly

proportional to Jenner’s social media
activity
7. Build and nurture
own social
communities to drive
growth
Sephora, has created an online Under Armour, is leveraging
Online communities are incredibly important
social platform for their biggest Connected Apparels to facilitate
when it comes to building brand awareness
fans to connect with one another conversations, provide peer-to-
and driving word of mouth referrals.
peer interactions and create user
generated content.
50
CRM
51
What is CRM
BENEFITS OF CRM PROGRAM

Channel Performance
Increase revenue
Manage the sales Catch and nurture
pipeline leads
Use of data ROI

Run customer service Data intelligence Customer
reports satisfaction
What is the program mean to Starbucks
`
• 25 Mn Members
Every single brand interaction
matters...
Brands have invested or about to invest millions in MarTech.

Built the perfect stack of tools and platforms. Positioned brands to
deliver the ideal customer experience.
Every moment matters.

Today, brands are built on millions of interactions—personal
interactions, relevant interactions, useful interactions, shareable
interactions. Big and small. Quick and sustained.
58
Customer Experience Is key
72% of businesses say improving the customer

experience is their top priority.
59% of business models will evolve

significantly to improve customer
experience.
Source: Forrester
APPROACH ON DATA
CRM Approach
CRM Assessment & competition analysis
CRM Strategy design and development
CRM Platform scouting & auditing
CRM Operations & processes management
CRM integration & optimization
Reporting, analysis & data visualization

CUSTOMER JOURNEY FRAMEWORK - EXAMPLE
Purchase & Post-purchase

Interest and Desire Loyalty
Experience
Stages
Remain at the top of customers’ minds and Minimize frictions during purchase and create
Build advocacy and increase share of wallet
enhance brand recall positive experience
Raise awareness of products/services/features/trust, safety
Raise awareness of
and privacy Reduce Churn/ drop-offs Subscribe and Refer
Objectives Reduce Churn/ drop-offs Subscribe and Refer
products/services/features/trust, safety and privacy
Target Anonymous web/app users Visitors who abandoned the App

Audience Churning customers
Website/Mobile App
Social Ads Digital/Social Ads SMS Mobile App
Website Email WA SMS
Channel Email Customer profile- Demographic, Behavioral, Email
contextual, locational App WA
interaction
Personalization tool CRM

CDP MAP Web Analytics MAP
Display ad MAP CDP
Technology AI/ML Platform
E-commerce CDP
and AI AI role: identify customers who are dropping- get
AI role: identify the best offer to promote DSP
them back - recommend next best reason to
/communication to engage AI role: best time to retarget the audience
come back
Define the Marketing goals & target with personalised communication
WHAT?
Objectives Acquisition Retention
No SBI Card owners

Marketing activities
(ie ICICI Card owners)
WHO? No SBI Customers

SBI Card Promo
Target (ie HDFC Customers)
SBI Customers Make it Possible
GOAL Add new profiled contacts Clustering SBI CRM DB

Data Enrichment activity Testing performance
Results
(paid media activities) on Clusters
63
Design the personalised CRM strategy to acquire and retain
customers
WHAT?
Objectives Acquisition Retention
Engaging new potential Build a relation

customers about SBI Product with current customers
HOW? Engaging new potential
Stimulate up and cross selling
Incentives customers about SBI Promo
Intercept SBI Consumers Contain churn
GOAL Engage on contents to stimulate

the conversion to SBI Card Build the Brand Loyalty
Results and build loyalty
64
Identify clusters to engage & to deliver relevant message
1° SENT – CONTENTS 2° SENT – CONTENTS 3° SENT – CONTENTS
Rewards/Offers
FOCUS ON Superior Benefits

UPGRADE
SBI > 1 YEAR

Rewards
Win every Hour

FOCUS
Increasing
Cash Back
Transaction
Frequency
SBI < 1 YEAR Easy Cash
LEAD GENERATION Transfers
THROUGH EXTERNAL
DB
Travel Cards
Customised
Shopping Cards
Offerings
ICICI
Premium Cards
Upgraded
Technology
Faster Payment
PERFORMANCE mode
HDFC
Global Acceptance
Latest Technology
ANNOUNCEMENT FOCUS Exclusive

INNOVATION Rewards/Offerings
Customised offering
Contents based on profiled data to boost the user engagement
65
CDP
66
WHAT IS CDP
KNOWN
VERSUS
UNKNOWN
DATA
69
Gathering and storage ofdata
..to build unified CustomerProfiles
71
1
6
AnExample…. Zoey Registers for Loyalty

Card
CDP ID: 12345Z
Cell: 201.565.5645
Email: Zoeythedog@gmail.com
Links the email and Links the email and

cookie ID to Zoey’s device ID to Zoey’s
CDP ID CDP ID
Zoey signs in to client site Zoey signs in to App
Email: Zoeythedog@gmail.com Email: Zoeythedog@gmail.com
Using cell number,
links Zoey’s purchase to
her CDP ID
Zoey buys in store

Uses customer loyalty card linked to cell
72
Activated acrossplatforms
73
1
6
This happens
in RealTime
74
CONSUMER
DATA
IS
DISTRIBUTED
ACROSS
PLATFORMS
75
USE CASES OF CDP
77
Marketing Data science

Use Case Description Example
Retarget individuals who have visited a Retargeting individuals who are visiting
Retargeting specific digital property or performed a client’s product page for the live
specific action Campaign
Target away from individuals who are Campaign avoids messaging

Suppression already client product or service customers current customer segments
Creation of very customizable segments Brand A wants to target users who have
based very specific customers and actions purchased a year ago AND have not visited
Advanced the site sense. They also want to specify if
based on their purchase behavior, site
UI Segmentation behavior, frequency of visit, known in store the user has viewed but not clicked on
behavior, time since last purchase or email campaigns
visitation, etc…
Brand E wants to enhance email marketing

Power email direct marketing with the
Marketing by using other customer touch points to
client’s extensive 1st party data collected
Automation and housed in the CDP
personalize messaging in direct market
channel
Take advantage of the CDP’s extensive 1st Leverage 1st party segments from AAM
Consumer Journey to power custom messaging on known
party data asset to power a site
Personalization personalization platform. Also, Some CDPs users on the client’s site
have site personalization capabilities baked
into their platform
79
Use Case Description Example
Journey Mapping Visibility and plan again actual individual Consumer A has clicked on an ad on
touch points with known consumers across 9/12, SEM 9/13, clicked on an ad 9/20,
sites and advertising campaigns at the then converted on 9/21 on site
CDP user ID level
Brand A creates personas of current

Consumer Perform cluster analysis or create customer customers that will be their target audience
personas that will play a central role on who
Segmentation in marketing campaign A. These personas
you target in marketing will inform media planning and spend
Predictive Using historical client 1st party purchaser Marketer A leverages predictive modelling
data, the CDP creates retargeting audiences to retarget individuals who purchased
Modelling but prioritizes individuals who it believes are product A but not product B
more likely to buy
Brand A is experiencing a 50% churn rate.

Churn Evaluation of a marketer’s customer loss Client creates a segment of those who
Analysis rate in an effort to get he customers back disengaged the brand and creates unique
messaging to win them back
80
PRECISION
CONTENT
81
82
WHAT IS PRECISION CONTENT?
What is Precision Content ?
Sometime referred to as Dynamic Creative Optimization (DCO),
Precision Content refers to the use of creative assets, data, rules and
optimization algorithms to assemble advertisements from templates or
flexible elements.
Personalized content is a value

exchange providing consumers more
relevant messaging and driving BRAND CONSUMER
efficiency and performance for brands
Benefits of Precision Content
75% 10-20% 54% 70%

Consumers more likely to Average reported sales Find personalized Of marketing impact
buy if marketing is lift from precision communications more is creative driven
personalized marketing efforts engaging
85
L’Oreal wanted to celebrate
diversity and showcase
Truematch as the #1
foundation
They created a segmented
targeting approach using
interest and affinity with
demo and geographical
targeting to deliver
personalised creative
dependent on a users
ethnicity and shade bracket.
+19.2% Brand Favourability +235% Brand Search Interest
-57% CPV vs industry benchmark

86
PRECISION CONTENT PRINCIPLES
88
Precision Content in a nutshell
Content Assets, Content Library Data Sources, Data Strategy

& Dynamic Templates & Decisioning Architecture
89
CREATIVE ASSET DEVELOPMENT
Imagery
CONTENT ASSETS
Text
Imagery (Visuals, Backgrounds, Products, Logos)
Text (Call to action, ad copy, fonts) Data & API
Logos
Videos (Storyboard, animation, html)
Call to action
90
DYNAMIC TEMPLATES
IMAGE
FEED / API
TEXT
LOGO
CTA
91
DATA SOURCES
1st Party Audience DMPs

• DMP segmentation, CRM data, Product Inventory, Pricing, Retail
Locations, Website Tracking Pixels,…)
2nd Party Media DSPs

• Media partner DSP segmentation, Website Tracking Pixels,
Cookies,…)
3rd Party Context and APIs

• Geo-Location, Weather, Re-Targeting, Time, Language, Custom
APIs,…)
92
How does
it come into play?
Content Asset : Imagery
DCO?
WHAT IS
1st PARTY DATA
• DMP SEGMENT 1
Urban male
CONTENT PRECISION
• Product inventory
Imagery • Prospective vs. existing
customer
Video • Tracking pixel / cookies
1ST PARTY
Text 2nd PARTY DATA DATA
• DSP SEGMENT 2
Data & API Urban male
• Banner size 2ND PARTY 3RD PARTY
Logos DATA DATA
• Display media
Call to action
3rd PARTY DATA
• Location: Bedford
• 25 degrees, sunny
Content Asset : Text
DCO?
WHAT IS
1st PARTY DATA
• DMP SEGMENT 1
Urban male
CONTENT PRECISION
customer
1ST PARTY
• DSP SEGMENT 2
Logos DATA DATA
• Display media TEST DRIVE TODAY.
Call to action BARONS BEDFORD.
3rd PARTY DATA
Content Asset : Logo
DCO?
WHAT IS
1st PARTY DATA
• DMP SEGMENT 1
Urban male
CONTENT PRECISION
customer
1ST PARTY
• DSP SEGMENT 2
Logos DATA DATA
3rd PARTY DATA
Content Asset : Call to Action
DCO?
WHAT IS
1 st PARTY DATA
• DMP SEGMENT 1
Urban male
CONTENT • Product inventory
PRECISION
• Prospective vs. existing
Imagery customer
• Tracking pixel / cookies
Video
1ST PARTY
Text 2 nd PARTY DATA DATA
• DSP SEGMENT
Data & API 2
Urban male
2ND PARTY 3RD PARTY
Logos • Banner size DATA DATA
3 rd PARTY DATA
• 25 degrees,
sunny
PARTNERS
Group of domain experts

Data-driven An innovative creative Managed DCO service, across Automation, End To End Measurement
Primary business dynamic/personalized agency, Managed DCO typically deployed within Performance, Marketing & Platform – Amazon DSP &
advertising service the agency Advertising and Dynamic DCO Capabilities
creatives.
Service model Self and manage service Managed and Self service Managed & Self Server Managed Managed & Self Server
Studio available, Google

certified, Studio available
Studio available, Google Studio available / certified
Creative builder Studio available
certified partner
Hotstar Partner DCO with attribution
& Dynamic creative funnel.
engine for OTT.
98
PERSONALIZATI
ON
99
100
What is
What is Personalization ?

Personalization is defined as the process of
using data to target and retarget leads with
a brand message CRMthat speaks directly to
specific customers' interests,
demographics, and buying behavior. With a
personalized marketing strategy, your
customers should feel like the brand message
was made just for them.
x
91% of consumers are more likely to shop with brands who
recognize, remember, and provide them with relevant offers and
recommendations.
Accenture survey, 2018

This Photo by Unknown Author is licensed under CC BY-SA-NC
48% of consumers have left a company’s website and made a
purchase elsewhere. The only reason: the experience was poorly
curated.
Accenture survey, 2018

105 Presentation or section title
Benefits
What is
CRM
x
Source : Mckinsey
107
This Photo by Unknown Author is licensed under CC BY-NC
This Photo by Unknown Author is licensed under CC BY-NC
108
109
110
Benefits of personalization
CTR VTR Brand Lift CPA Footfall Uplift
40-50% 50-60% 10-15% 20-40% 1.5x-2x

UI/UX
114
What is UI/UX
UX design refers to the term “user experience design”, while UI stands

for “user interface design”. Both elements are crucial to a product and
work closely together.
115
This Photo by Unknown Author is licensed under CC BY-SA-NC
UX UI
A typical consumer journey looks like this
Sees ad Taps ad Enters site/app Converts
Ad Optimization Experience Optimization

Optimize Ads, Keywords, Channels, Bids Deliver on user expectations on web & app platforms
117
Spotify increased its user base by launching a mobile web player Proprietary + Conﬁdential
14%
increase in active
users
30%
of mobile users
download the
native app
Get 2X conversions by sending users directly to the relevant page in your
mobile app
10:00 10:00
Source: Google studies

12
Proprietary + Conﬁdential
What does a great website experience consist

of?
12
0
Speed UX
12
1
Why does speed matter ?
Speed = Better UX Speed = $$$

for users for advertisers
Site speed is key for a great mobile experience
Time to load vs user impact
10-100ms 100-1000ms 1 sec+ 10 sec+

Perceived as Normal progression Lose focus Frustrated and
immediate load likely to abandon.
Examples of bad UX design
12
4
Examples of delightful UX design
Title, Text in one column
You are competing with

the best experience
a consumer has ever had
User experience impact on conversion rates
+200%
Improvement in CVR when a user
interface is well-designed
31
Typical User Journey on the web
Landing Conversion
Navigation
Page Funnel
3 components of a good user experience
Landing Conversion
Navigation
Page Funnel
Findability Product Pages Registration &

Conversion
Looking Into Findability
CaratLane suggests
search terms based on
similar popular searches
Looking into Product Listing Pages
Hotels.com uses a
consistent layout and
makes comparison easy
Looking Into Registration & Conversion
Warehouse makes form

filling quicker by
providing address
suggestions.
5 ELEMENTS OF UI DESIGN

Channel Performance
Language
Color Imagery
Use of data ROI

Typography Icons
Spotify colour palette
Pintrest card designs
Grow fearless

CURRICULUM OVERVIEW
• Session # 8 – Audience Planning, Media-Touch Point Planning

• Session # 9 – Programmatic 101& Activation Deep Dive – DSP
• Session # 10 – Dynamic Creative Optimization
• Session # 11 – Brand Safety Technology , AI in Advertising
• Session # 12 – Data Clean Room
• Session # 13 - Marketing Analytics
CURRICULUM OVERVIEW

• Session # 9 – Programmatic 101& Activation Deep Dive – DSP
• Session # 11 – Brand Safety Technology , AI in Advertising
DATA DRIVEN PLANNING ACROSS MEDIA
PROCESS
U: Understand our
consumers better than
anybody else
How do I allocate
C: Create more insightful and budgets for growth?
relevant products, services,
and experiences
Strategy
M: Measure & Optimize E: Engage with the right

our investments & efforts consumers at the best
more precisely and faster channel, with a personalized
than ever message
3
DATA DRIVEN
CREATIVES
CREATIVE – DATA – PROGRAMMATIC DISCONNECT
47% 90% $4
of outcomes are of advertisers are using
driven by creative data to target their ads BILLION
(Nielsen) (Salesforce)
YET YET
5% 5% Wasted on DMP
fees for targeting
Rich media driven of media traded contains without matching
programmatically personalised messages creative
(Xaxis Internal) (Xaxis Internal)
(Global Data market size report
– Europe 2019)
PROGRAMMATIC KILLED
CREATIVE THINKING
100
CREATIVITY
0 DATA 100
HOW DID
THIS HAPPEN? High
production
cost
Limited
knowledge Set-up
of tech & data complexity
at creative
level
Focus on
data & tech has
been elsewhere
Q. Can we drive the quality
of creative at scale?
WHY DOES
IT MATTER?
TIME SAVING 4X
TIME SAVED
Promote all products from MANAGING
CREATIVE
one creative concept
WHY DOES
IT MATTER?
RECENY TIME
SAVING
30-50%4XTIME SAVED
IMPROVEMENT
Ads updated in real-time MANAGING
IN KPI METRICS
CREATIVE
based on latest information
WHY DOES
IT MATTER?
RELEVANCE TIME
RECENCY
1.4X
Personalised & tailored SAVING HIGHER
INTERACTION
RATE
to the user’s interests
WHY DOES
IT MATTER?
OPTIMISATION
Machine learning automates
choice between media,
audience and creative for
better outcomes.
PROGRAMMATIC CREATIVE SOLUTIONS
PROGRAMMATIC
Q. CREATIVE
Make use of a wide variety of data
signals to compose the most
relevant creative for specific users
VI (VODAFONE IDEA)
OBJECTIVE DATA SIGNAL - GEO
Awareness of fastest 4G network on
EXECUTION
Customized regional creatives
DYNAMIC ELEMENTS
● Banner copy
● Banner design
RESULTS
27.5% higher CTR attained
WPP plc
OREO : AUDIENCE OPTIMISED
OBJECTIVE
Target user basis their search and
interest
CHALLENGE
Adjusting character images in different
positions according to the different
creatives
DYNAMIC ELEMENTS
• Character image
• Copy
• Landing Page
Cadbury Fuse
Objective
Own the Hunger proposition by riding on key contextual moments.
Drive greater Ad recall & improve brand consideration with their new campaign - Don’t go far for Hunger.
21 Creatives across 8 Passion Points 6 Dynamic Triggers
Match Schedule
Football : 23 EPL Playing Teams :
Match Schedule
Games Football : Playing Teams : Football
23 EPL Games Football & Cricket
& Cricket
Cricket
Cricket : 37
: 37 IPL IPL
Matches
Matches
6363
Geo-Locations
Geo-Locations
5 5Ad
Ad sizes
sizes
Time
Time of Day
of Day Day
Day of Week
of Week
Driving home the “Hunger” proposition during IPL matches
Result: 100 K creatives served

CTR 166%
City Name
Image updated
Dynamicall dynamically
y updated based on
based on Match
Geo
schedule &
location of
playing teams
User
Ad copy Match
updated Schedule
based on (Mid-
Time of Day
match)
influencing
ad copies
NOT JUST A CADBURY’S AD
WPP plc
THE PROCESS
How to set up foundations of success
WPP plc
DEFINE THE OBJECTIVES
• Improve engagement rate
• Drive Quality Traffic on the website
• Deliver Test Drives
• Reduce cost of creative build
WPP plc
COLLECT &
ORGANISE DATA
Consider the Audiences

relevant metrics
that impact
people's lives.
1st Party Environment

Data
WPP plc
AUDIENCES ENVIRONMENT 1ST PARTY DATA
Site/customer data DATE/TIME Product or service value

signals are very propositions can be
powerful indicators WEATHER personalized to each
of intent. group with tailored
LOCATION messaging, visuals,
Previous purchases, calls to action.
shopping cart
abandoners. signal which Environmental data 3rd Party Partners.
product or service the signals enable Product or service value
user is most creative platforms to propositions can be
prepared to consume. display a creative
relevant to the user’s Behavior data signals,
immediate segment users into
DMP CRM data. surroundings identifiable groups.
WPP plc
PASSION CAR MODEL TIME
- Friday - Sunday
Product 1 — Creative A - Saturday
Product 2
— Creative B - Sunday
Performance Cars Product 3 - Friday - Sunday
Product 4
BUILD
Product 1 - Thursday - Saturday
Luxury Cars - Friday - Sunday
Product 3
OBJECTIVE
Sedan Product 2
- Friday - Sunday THE
Sport
- Friday - Sunday DECISION
TREE
Product 3
Product 4
Family & Parenting Product 2 - Friday - Sunday
Product 1

Finance
- Friday - Sunday
Product 4
TEMPLATE
CREATIVE CITY SCENE
Matches delivery
market
— Decide dynamic variables of

the creative based on the Variable Component
output of the moments matrix.
PRODUCT FEATURES
— Create imagery, interactive
Matches audience
elements, fonts, buttons,
backgrounds. #3 interest
#2
— Develop HTML5 master ad
template and incorporate core TEXT
assets & feeds.
#4 Call to action based
on different stages
of the purchase
funnel
TOP
— KEEP TEXT SHORT
— KEEP IT CONSISTENT
TIPS —
—
LIGHT ON THE IMAGES
MULTIPLE IMAGES FOR
DIFFERENT SIZES
BUILD THE
DYNAMIC FEED
Build finalized decision
logic/Matrix to initiate creative
asset production.
Mapping the different

messages, feeds, visuals,
KPIs & data sources to Write copy variations, CTA’s
segments & signals. and pair with produced
images, feeds.
EXAMPLE
Image 1
Visual Image 2
Image 3
Copy 1
Copy 2 Message
Copy 3
Copy 1 Logo
Copy 2 CTA
Copy 3
Create different assets to easily swap into your dynamic ad to create multiple ad iterations in real time with one
creative shell
MAKE
ANYTHING
DYNAMIC
WPP plc
DEMO
GROUP EXERCISE
PROGRAMMATIC WILL ACTIVATE MEDIA AT THE RIGHT
TIME AT THE RIGHT PLACE
CUSTOM AUDIENCES MEDIA TOUCH POINTS
PERSONALIZED
ACTIVATE
MESSAGING
UNDERSTANDING AUDIENCES
Match the audience personas with their
behaviours
Just starting off Bold provider
Retired, still going Independent yet rooted

Family oriented
Family
oriented
Shopping
for self
and
family
DIY'er
Shopping
A for self and B
family
Tech Savy
Primarily
shop
Motivated
online
to
provider
good
lifestyle
Motivated to provide a
good lifestyle
C D
Family oriented
Family
oriented
Shopping
for self
and
family
DIY'er
Shopping
A for self and B
family
Tech Savy
Primarily
shop
Motivated
online
to
provider
good
lifestyle
Motivated to provide a
good lifestyle
C D
MEDIA PLANNING
perform : : architect
Example
Example Brief
Brief –
–AA Compact
Compact car
car
TASK:
Optimize
Taskan effective contact
Optimize
Task
to three an effective
audience contact
segments: 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
to three audience segments:
Optimize an effective contact E
1. Justto
• starting
three off
withfamilies
audience
1 Families segments:
Children D
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
Business value $550 E

C2
• Children
with 1 Families with Children Females
D
• 2 Single Females , young C1
Business value $550
professionals, 2
C2
B
2. SingleBusiness
Females, young
value $590 Females
A
• 2 Single Females , young C1 1
• professionals,
3 People interested in A
B
2
moms, professionals
sport coupe versions
Business value $590
B
(online behavioral data A
C1 3
based) Males 1
3. People interested
• 3Business
People in in
interested
value $670 A
C2
D
sport coupe versions B
sports(online
coupe versions
behavioral data E
C1 3
based) Males 62
C2
Business value $670
D
uses on 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
E
t can Contact Level
A.I. starts with First Touchpoint
D
ective
C2 Effective
both data Females
C1
adcast
B 2
Moderate
A
ocusesAon A
Contact Level
1
e highest
even in
B A.I. Adds some female online video None
Effective
nce C1 3
Males Moderate
C2
TV as it has a fairly large

D 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
None
coverage and is
E
E
inexpensive: A.I. decides 67
D
this time to use TV Online Video is a bit 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
more expensive but C2 E
appealing toFemales
younger and
However it is skewed higher social grades C1
D
towards older groups B Females

C2
Great connection to
and lower social grades C1
Feminine Young A
B
Professionals.
A.I. notices the agents B A A
A
that are still under- But we are still under B
B
exposed and focuses delivering
on the sport carsC1
interest segment
Males C1
them C2
Males
C2
39
D D
E
E
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
D perform : : architect
Contact Level
Females
C2
C1 A.I. starts with First Touchpoint Effective

B
C
A
Moderate
A
C1 perform : : architect None

Males Contact Level
C2
D
A.I. now finds the Sport Car Effective
E Content on YOUTUBE
TV as it has a fairly large 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54
Moderate
55-59 60-64 65-69 70-74
63
coverage and is E None
inexpensive: A.I. decides
D
this
Verytime
well to use TV
targeted to the 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
audience interested in C2
E
the sport version of Females
However it is skewed
popular cars.
D C1
towards older groups Females
C2
B
Online interest driven. C1
and lower social grades B A D
Multiple affluent A
audiences are still under A
A.I. notices
exposed, wethe agents
could do
A
that are still under-

better in some family B B
segments
exposed and focuses on Males
C1
C1
Males
C2
them D C2 40
E
D
MATCH THE GRAPHS WITH OBSERVATION & PUT IN
THE RIGHT ORDER
1. TV has a fairly large coverage, it is inexpensive, but it is skewed towards the older generation or lower
social grades. A large part of the agents are still underexposed
2. YT Sports channel added. Very well targeted to the audience interested in the sport version of popular
cars. Online interest driven. Multiple Affluent audiences are still under exposed, we could do better in
some family segments.
3. Micro-segments for precision. System automatically creates the DSP segment definitions to fill the gaps
between previously targeted people. Can use Google, Facebook data to add precision.
4. Online Video is a bit more expensive but appealing to younger and higher social grades. Great
connection to feminine young professionals. But still under delivering the sports cars interest segment.
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
D perform : : architect 1. TV has a fairly large

coverage, it is Contact Level
Females
C2
C1 A.I. starts with First Touchpoint inexpensive, but it is Effective

B
C skewed towards the
older generation or
A
Moderate
A
Contact Level
lower social grades. A
me female online video
B Effective
large part of the
Males
C1 None
C2 Moderate agents are still
underexposed
D
E
TV as it has a fairly large 15-19
None
20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
63
coverage and is E
15-19 inexpensive:
20-24 25-29 30-34 A.I.
35-39decides
40-44 45-49 50-54 55-59 60-64 65-69 70-74
D
E
this time to use TV
D C2
Females 4. Online Video is a bit more
C2
Females However it is skewed C1 expensive but appealing to
C1
B
towards older groups B younger and higher social
A
and lower social grades A B grades. Great connection to
A
A
feminine young
B A.I. notices the agents professionals. But still under
C1 that are still under- B
delivering the sports cars
Males
C2 exposed and focuses on C1
interest segment.
Males
D them C2
E 42
D
argeted to the 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
nterested in E
ersion of
D
rs.
Females
C2
YT Sports channel added. Very well
rest driven. C1
B D targeted to the audience interested

luent
ect A in the sport version of popular cars.
are still under Contact Level
Online interest driven. Multiple
eates a plan with multiple Touchpoints to
we could do
ome family
A
B
Effective
Affluent audiences are still under
all segments at effective level (to be done)
Males
C1
Moderate exposed, we could do better in some
C2
D
family segments
None
E
65
ocuses on 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74
not E
, it can D
effective
C2
se both data Females
C1
Micro-segments for precision. System
roadcast automatically creates the DSP segment
B 2
A definitions to fill the gaps between

h focusesAon A previously targeted people. Can use
1
the highest B
ue even in
B Google, Facebook data to add precision.
dience C1 3
Males
e C2
67 43
CREATE PERSONALISED MESSAGING
Visual
Message
CTA
44
Personalize Messaging
Data Signal*
Who
Are our audience
Eg family
Just starting off Bold provider

What
Do they like
Eg. Technology
Where
In the journey are they?
Eg. considering Car brand
* There other signals such a location, time, weather, etc. but the above are the key defining ones as a starting point
Retired, still going Independent yet rooted
Create Relevant ad served to user
Visual
Message
CTA
46
Library of components
Copy 1 – CTA1 –
Storage Discover more
Copy 2 – CTA2 –
Luxury Test drive
Copy 3 – CTA3 –
Safety Find dealer
Copy 4- CTA4 –
Performance Configure
CURRICULUM OVERVIEW
• Session # 8 – Audience Planning, Audience-Touch Point Planning

• Session # 9 – Programmatic 101, Activation Deep Dive – DSP
• Session # 11 – BAV, AI in Advertising
CURRICULUM OVERVIEW
• Session # 8 – Audience Planning, Audience-Touch Point Planning

• Session # 9 – Programmatic 101, Activation Deep Dive – DSP
• Session # 11 – BAV, AI in Advertising
PROCESS
U: Understand our
anybody else
How do I allocate
and experiences
Strategy

than ever message
3
PROCESS
U: Understand our
anybody else
How do I allocate
and experiences
Strategy

than ever message
4
LESSONS FROM PROGRAMMATIC JOURNEY
1. What can be digitalized can and will be automated.

2. The supply follows the demand which follows the users – No
Search Display Mobile TV Radio DOOH matter how fragmented, manual or reluctant in the first place.
AS CONSUMPTION PATTERNS EVOLVE SO WILL OUR MEDIA MIX
DSP SELECTION SHOULD BE FUTURE PROOF OR ADAPT

DSP SELECTION
Integrations with key… Platform Capabilities Platform Efficiency
Flexible Campaign Management tools to

Ad Verification Ability to turn insight into actions in a
reduce implementation and set up time to
Partners seamless and efficient manner
increase overall trading efficiency
Strong Brand Safety Tools (DSP inventory Turn-key solutions for managing tag
Brand Safety Solutions
screening, Site List Management) management, trafficking and reporting
Efficient reporting solutions decrease

3rd Party Audience Reporting across a wide range of
turnaround times for ad hoc data requests
Providers dimensions to discern key optimizations
across all stakeholders
Forecasting tools to ensure campaign Billing and finance workflows to ensure

1st Party on boarders
budgets are appropriate for given tactics teams are spending time on achieving client
& DMPs
and other considerations goals and not operational tasks
Responsive customer service to quickly

Ability to transact in a wide array of
Media Supply resolve issues and provide training on new
programmatic tactics and inventory types
features
LEADING OMNI CHANNEL DSPs IN INDIA
Exclusive availability of Access to major connected Customised market place

YOUTUBE video inventory devices to access GAMING & on leading premium video
– leading video platform. SHORT FORM VIDEO- inventory platforms –
mobile platforms like Tik Tok. OTTs, AUDIO & DISPLAY
CHANNELS across
Genres
DOOH DOOH DOOH
Targeting Premium Inventory Cross Channel Third

PMP/ Open Auctions Integration with DMP
Segmentation Channels Party Measurement
LEADING SPECIALIST DSPs IN INDIA
ü Deterministic Transaction Based

Audiences
Access to Ecommerce Access to Ecommerce – ü Full funnel measurement with

Flipkart audiences across AMAZON audience’s
channels shopping consumption visibility into Sales - ROAS
patterns across channels. ü May have O&O inventory
ü Have a strong link to brands due to
Ecommerce tie-ups, specially for
DOOH endemic brands
Targeting Premium Inventory Cross Channel Third

PMP/ Open Auctions Integration with DMP
Segmentation Channels Party Measurement
DEMO
Abhinav Tiwari
Director, Programmatic
GroupM Nexus
THE PROGRAMMATIC BUYING LANDSCAPE
PLATFORM DEFINITION EXAMPLES
Analysts and buyers oversee the buying process

Trading Desks by finding the best impressions by bidding for
them and evaluating performance
Tech platform for advertisers that enables

Demand Side Platform buyers to manage multiple programmatic
(DSP) exchanges through one interface
Data Management Tech platform that collects and applies

Platform (DMP) advertiser-specific Insights to inform bids
Supply Side Platform Tech platform on the publisher side to help

(SSP) automate and optimize the publisher inventory
Companies that purchase data on a large scale

Third-Party Data
from publishers to utilize it for demographic,
Aggregators behavioral, contextual, and look-a-like targeting
Tech platform that brokers connection between

Ad Exchange DSP and SSP, facilitating automated buying 32
GLOSSARY OF TERMS 33
• 1ST PARTY DATA: audience attributes generated from • ATTRIBUTION: the method by which addressable media is
digital and non-digital assets belonging to an advertiser or assigned credit or value for a measured outcome
publisher
• VIEWABILITY: the measured ability of a user to view an ad on
• 2ND PARTY DATA: audience attributes generated by a webpage
platforms or advertisers through a data integration from a
• FRAUD: the delivery of advertising in a duplicitous
relevant publisher
environment, whether to non-human bot traffic or by
• 3RD PARTY DATA: audience attributes from a single manipulating ad placement on a webpage
source or aggregator made available for purchase by
• ALGORITHMIC BUYING: automated acquisition of inventory
advertisers
based on machine learning based on a single outcome or
• AUDIENCE MODELING: a method of audience creation in criteria, regardless of defined audience attributes
which data science is applied to a modeling dataset based
on a seed dataset to create a predictive targeting group
• USER-LEVEL ANALYTICS: directional data insights based
on aggregate learnings from each user exposed in a
campaign
GLOSSARY OF TERMS
34
• PROGRAMMATIC: An automated method of buying digital • PROGRAMMATIC DIRECT: a one-to-one inventory

advertising in which supply and demand partners make relationship between publisher and advertiser, agency, or
decisions on a per-impression basis and adhere to business platform that delivers media through programmatic technology
rules as provided by the operators of each platform based on agreed upon business terms
• REAL-TIME BIDDING: a type of programmatic buying by • DEMAND SIDE PROVIDER: a technology platform that allows
which multiple parties submit bids in real-time for a piece of advertisers to programmatically acquire inventory through rule
inventory in a reduced price auction, to which the winning set creation
advertiser delivers creative
• SUPPLY SIDE PROVIDER: a technology platform that allows
• OPEN EXCHANGE: a biddable open market system in publishers to programmatically fulfill inventory to various
which any seller can make digital inventory available for parties – direct buyers, exchanges, etc. – through rule set
purchase by any buyer creation
• PRIVATE EXCHANGE: a biddable environment in which a • DATA MANAGEMENT PLATFORM: a data store that uses a
publisher can limit access to inventory to certain advertisers persistent identifier to store data at a disaggregated level
with established pricing rules pertaining to campaign performance, client data, and audience
attributes
CURRICULUM OVERVIEW

• Session # 9 – Programmatic 101 & Activation Deep Dive – DSP
• Session # 11 – Brand Safety Technology, AI in Advertising
CURRICULUM OVERVIEW

PROCESS
U: Understand our
anybody else
How do I allocate
and experiences
Strategy

than ever message
3
PROCESS
U: Understand our
anybody else
How do I allocate
and experiences
Strategy

than ever message
4
BAV
Brand Safety, Ad Fraud,Viewability

DEFINITIONS
Describes an opportunity to advertise in a digital environment where
content aligns with a brand’s image, values, and messaging.
Brand Safety
Brand-safe web pages are more conducive to helping advertisers achieve

Brand
their goal of activating consumers to take action, through positive
Suitability placement and adjacency
IAS defines digital ad fraud as any deliberate activity that prevents the
proper delivery of ads to the intended audience, in the intended place.
Ad Fraud Ad fraud directly results in financial loss or opportunity loss by the
advertiser and/or publisher in a particular transaction.
Viewability is an online advertising metric that aims to determine
whether an ad impression had the opportunity to be seen or not. It
Viewability doesn’t guarantee that an ad was seen by a consumer in the same way
you cannot guarantee someone turns to the page showing your advert
in a magazine or newspaper.
Verification Partners
• Pre-bid segments
• Keyword Targeting
• Blocking
Inclusion & Exclusion Lists

HOW THE • In-house
INDUSTRY • 3rd Parties
PROTECTS • Channel Factory – Youtube
BRANDS • Trust Metrics – Domain and In-App
Buying Methods
• Deal IDs
• Private Marketplaces
• Programmatic Direct
PRE BID TARGETING & POST BID BLOCKING
PRE BID POST BID

Target viewable, fraud free Blocks impressions in real
and brand safe impressions time via analysis of page,
before the bid takes place tracks campaign
performance and updates
pre-bid segments based on
data
HOW PRE BID TARGETING WORKS
Pre bid Auction is

removes held for
unwanted selected
imps imps
Available Selected Imps won
imps on imps on in auction
the the and are
exchange exchange served ads
to bid on
- Reduce wastage of budget on imps that do not meet trader’s

requirement
- Increase brand safety for campaign as unsafe imps are filtered out
- Increase overall CPM efficiencies as only quality imps are bought
PRE BID & POST BID
Pre bid Auction is

removes held for
unwanted selected
imps imps
Available imps on Selected imps on Imps won in auction
the exchange the exchange to bid and are served ads
on
Post bid
No ad is
stops ad from
served
being served Imp visits news
in real time Imp visits a sensitive website
article that relates to brand
unsafe content
ADVANTAGES OF PRE BID & POST BID
PRE BID POST BID

• Remove poor inventory from • Blocks unsafe content that is
RTB not tolerable by client
• Target only high quality, viewable • Blocks all types of ad fraud
impressions
• Ability to run across
• This in turn increases campaign’s programmatic and direct buys
performance and safety
WHAT IS AD
FRAUD?
WHAT IS AD
FRAUD?
TYPES OF FRAUD General Invalid
Traffic
• Ad fraud is often referred to as
invalid traffic (IVT).
• Invalid traffic is a broad term Sophisticated
describing online activity that Invalid Traffic
does not always come from a
real user, therefore the
impressions do not represent
legitimate advertising
consumption.
Pixel Stuffing and Ad Stacking
• Multiple ads rendering on top of each other
Ad Injection
• Fraudulent Software injecting fake ads across

sites
TYPES OF FRAUD
Domain Spoofing
• Changing a URL’s name so buyers think it is a

premium domain
Bot Fraud
• Non-human traffic created by machines

WHAT IS ADS.TXT?
The goal of ads.txt is to

eliminate domain spoofing
sellers from selling domains 1. Publishers declare the
companies they authorize to
they don’t have authorization sell their digital inventory
to sell 2. Buyers identify authorized
sellers for participating
publishers
HOW
ADS.TXT
WORKS
Core Sellers
• Work with and buy from sellers /
publishers who have enabled their
own measures to minimize fraud
Ads.txt
• Work in DSPs that automatically
MINIMIZING block bids on impressions from
FRAUD undeclared sellers
3rd party IVT segments

• Targeting data segments that will
block bids on impressions deemed
likely to be fraudulent. Can be done
via IAS, DoubleVerify, Moat etc..
MRC GROUPM
VIEWABILITY
2 sec video in-view% Valid & Fully On-screen
Video 50% pixels / 2 continuous for half of duration (15 sec
seconds cap)
Viewability is the ability for
a digital ad to be seen by
an actual consumer In-view %age Valid & Fully on-screen
The industry MRC defines Display
50% pixels / 1 continuous and 1 sec visible %
second
viewability differently than
GroupM ( GroupM’s
definition is more strict =
higher standards)
BAV
FRAMEWORK
AI OVERVIEW
HOW WE DEFINE ARTIFICIAL INTELLIGENCE
What AI Is Not
Hollywood Robots and Sentient Chatbots
Ex Machina (2014) Her (2013) I, Robot (2004)

AI (2001) Star Wars (1977) Space Odyssey (1968)
22
What People Think of AI
All the sexy exciting stuff
23
What People Think of AI
All the sexy exciting stuff
Deep Blue Plays Chess Watson Plays Jeopardy AlphaGo Plays Go

24 Siri Assists Your Life Alexa Runs Your Home Cars Drive Themselves
What AI Really Is
Pretty much everything
Search Engines Product Recommendation Content Curation Interest Discovery

Financial Trading Inventory Management Lead Generation Cyber Security
25
AI Turns
Input Into Output
Most of the INPUT A OUTPUT B APPLICATION
recent progress Audio clip Transcript of audio clip

in AI is simply
turning Input A English sentence French sentence
into Output B. Sensors from hard

disk, plane engine, Is it about to fail
etc.
Car camera and other
Position of other cars
sensors
26
AI Turns
Input Into Output
Most of the INPUT A OUTPUT B APPLICATION
recent progress Audio clip Transcript of audio clip Speech recognition

in AI is simply
turning Input A English sentence French sentence Language translation
into Output B. Sensors from hard

Preventative
disk, plane engine, Is it about to fail
maintenance
etc.
Car camera and other
Position of other cars Self-driving cars
sensors
27
AI Turns Input Into Output
MODEL
TRAINING DATA
Features (Input) Targets (Output)

ALGORITHM
28
Features Targets
The properties you The outcome you are
have observed. trying to predict.
Categorical Binary
State Ahemdabad Is Viewable True
Browser Chrome Is Click? False
Continuous Continuous
Frequency 2 times Winning Bid $3.25
Recency 782 seconds Time In View 4.63 seconds
THE THING I HAVE THE THING I WANT

29
Algorithms Models
The mathematical The trained instance of
function that defines an algorithm that is able
some rules for the data. to make predictions.
30
Algorithms Models
The mathematical The trained instance of
function that defines an algorithm that is able
some rules for the data. to make predictions.
31
Machine Learning
1. Consumes data
2. Makes predictions
MODEL
TRAINING DATA
Data (Input) Predictions (Output)

ALGORITHM
32
Artificial Intelligence
1. Consumes data
2. Makes predictions
3. Takes an action
MODEL
Business
Logic
TRAINING DATA
Data (Input) Predictions Action (Output)

ALGORITHM
33
Most top researchers publish their algorithms,
so they are freely available for anyone to use.
SO, WHAT DIFFERENTIATES ALL OF

THESE AI COMPANIES?
DATA TALENT
It’s easy to replicate An algorithm is only as

software, but it’s impossible strong as the person who’s
to replicate data. implementing it.
34
Advanced AI
solutions for
digital media.
Easy to activate.
Retarget, prospect, customize and shift
investment — Copilot is the engine to
power your unique digital advertising
strategy. Apply AI to make thousands of
data-driven decisions behind the scenes,
while you focus on strategic human
insights and creativity.
35
Media strategists must do it all Brands want performance
levels beyond human
capabilities and are turning
Do more with Manage the math Impact the to technology and AI to help.
data. in the middle. bottom line.
Find value in Make sense of Set KPIs that

massive volumes
40%
increasingly complex reflect real
of data industry business results
of marketers regard
disconnected technology as
Connect offline Increase efficiency in Improve a major barrier to more
and first-party decision marketing performance integrated advertising and
data source marketing
Respect consumer
privacy
Save time 80%
of marketers agree that
the cookie going away
poses a problem
Source: Closing the Gap | Xaxis & Catalyst | www.xaxis.com/closingthegap

Easy to activate, advanced AI
Copilot makes thousands of data-driven decisions
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• Control of data & privacy
• Marketplace of algorithmic solutions
• Customized models
• Seamless cross-platform integration
• Marketing dollars maximized
• Performance-driving insights
DEMO
The engine behind better
advertising for everyone
Platform
integrations
Browser extension &
workflow automation
Marketplace of
algorithmic solutions
Secure data pipelines
Performance-
driving insights
A/B Testing Tools

What you get:
Control of data
& privacy
As part of WPP & GroupM, all data
touchpoints are authenticated and secure
to your brand only. Harness more data
without relying on increasingly regulated Secure data pipelines
audiences and use the data with the
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outcome.
Your data, your control.

What you get:
Marketplace
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Increase
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Financial
Select the advanced AI technology that and converters
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CPV
Ad Dollar Spent
CPM
CPCL
Tap into creators and ready-to- CPCV
vCPCV
use algorithmic solutions. vCPM
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Align business logic with

bidding logic.
What you get:
Seamless
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Technical infrastructure is taken care of.
Get your campaigns firing on all cylinders,
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Conversions without Copilot
Fewer wasted impressions.

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Conversions with Copilot

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Uncover granular insights to inform your
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KPIs.
Actionable learning for every

campaign.
+31%
Return on Ad Spend
Winner
Best Use of Technology
Digiday Europe
55%
KFC Philippines
More efficient Cost Per

Video Complete
Mars Chile
38%
Lower Cost Per
Patent-pending Purchase Intent
Technology Ford Vietnam
Budget
Allocation
Budget
Allocation
Copilot intelligently allocated
more budget to the line items
with sports and finance
audiences as they had the
highest completion rates.
Regional
Strategy
Regional
Strategy
Southern Italy generally drove higher
click through rates compared to the
Northern region.
CURRICULUM OVERVIEW

CURRICULUM OVERVIEW

PROCESS
U: Understand our
anybody else
How do I allocate
and experiences
Strategy

than ever message
3
PROCESS
U: Understand our
anybody else
How do I allocate
and experiences
Strategy

than ever message
4
FORCES OF CHANGES TODAY
A B C
Consumer Habits & Technology Data Protection & Privacy Platforms keep evolving
Adoptions Regulations
• Third-party cookies are in decline • GDPR and the e-Privacy - Tightening • Web browsers have been increasingly
• Adoption of new technologies (e.g., controls on data protection and privacy implementing new restrictions on 3P
IOTs), inability to identify consumer • Stringent scrutiny on collecting, cookies to limit the level of tracking a
in a multi-device/ touch points world processing and using consumers data company can do
• Consumers shifting to mobile • String focus on consumer privacy and • Leveraging opaque techniques such
compliance as fingerprinting
DATA GOVERNANCE
CLEAN ROOM TECHNOLOGY

What is a Data Clean Room?
SNOWFLAKE FOR DATA CLEANROOMS

• Data clean rooms enable users to query SECURE, EASY, AND POWERFUL
data without being able to see or reserve- SECURE
Answer questions of
engineer the underlying dataset. Analytics DATA CLEAN ROOM

data while preventing
drill down to PII
Row Access Policies | Stored Procs | Data Sharing
can still generate insights, but not at the EASY

Overlap & join without
copying, moving, or
cost of consumer privacy. PARTY A PARTY B
sharing the underlying data
Data needs to stay Data needs to stay

secret from Party B secret from Party A
• Still in early days, but have a vital role to POWERFUL

Enable large amounts
of compute against
other company’s data
play in the transformation of our industry
© 2022 Snowflake Inc. All Rights Reserved
based on Consumer privacy regulations

TYPES OF CLEAN ROOMS
MEDIA CLEAN ROOM NEUTRAL CLEAN ROOM
Media owner data clean rooms enable Enable the matching and analysis of multiple
clients to access data for various use cases data sets without sharing the underlying data,
(ex. Campaign planning, targeting, and while protecting the consumer privacy.
measurement and analytics) in a privacy
compliant manner and limiting how data can These solutions provide the broader data
be extracted. ecosystem with the ability to create data driven
campaigns, products, and insights while
These media owners typically prohibit use of complying with new privacy legislations
personal / unaggregated data off-platform
or off-prem. A data governance driven marketplace model
with configurable privacy level controls up to a
record and data attribute level
1.INTEGRATING DATA CLEAN ROOM SOLUTIONS
Data Use Case
Data Set Create 360° audience Create a custom

From Party A views personalization engine
Data Clean Analyze campaigns for

Agreement Room Resolve identity &
improved efficiency &
PII data striped enrich profiles
& Processed performance
Data Set Understand churn &

Measure executed
From Party B retention propensity
campaigns
across properties
1.1 Neutral Clean Room - Tech and Automation
Overlapping Match Rate
23 MM overlap Query
Advertiser’s
Publishers
encrypted
encrypted
se
DCR
on
DCR
p
es
Publisher
sR
’
ry
Advertiser
ue
Q
Advertiser Publisher Output
111MM 86MM
60%
Audience Match
Querying for attributes Traits of the FPD

Publisher
Advertiser
Publisher
Query
Publishers
Advertiser Query
Mondelez’s Fuse’s
encrypted Loads data into Lifesight’s
encrypted encrypted
DCR DCR encrypted
DCR
se
DCR
on
DCR
p
es
se
sR
on
’
p
ry
es
ue
sR
Q
Attribute Brand Attributes Attribute Brand Attributes Val

’
ry
categories
ue
categories ue
Output
Q
Pay U Macro segments Value

•
•
Clubbing
Film
Output • Clubbing 30% SMS, Phone,
Bournville Bournvil • Film festivals
Event Interest festivals Event
• Expos/Conve
Device ID
Interest le
ntions Aspiring Youth 30%
• Stand up
5 Star Comedy • Stand up 20%
Show 5 Star Comedy Show Affluent Students 25%
• Type of Snacking • Type of snacks 27% Aspiring Working 15%

Snacking
snacks Fuse • Energy drinks
Fuse
• Energy
Professionals
drinks
ENRICHMENT POWERED BY DATA CLOUD
This gives us an enriched portrait of our consumer
Coke’s Instance
Partner’s Instance
Neil
Customer Spend Region Neil 2000 Pune

Kavya
Koko
Kiara
2000
210000
15000
Pune
Delhi
Mumbai
Neil Sharma
Current Profile:
Zain 30000 Lucknow Updated Profile: Enriched Feeds
Name : Neil Sharma, Male, 28yr, Pune Divya 2000 BHU

Divya Name: Neil Sharma, Male, 28y, Pune
Role Region
Phone No : +91 9555955599 Koko 300000 Leh Email ID: nsv@gmail.com
North_IN North India
East_IN South India
Email ID : dummy@gmail.com
Single
MAID: 123XYZ Visiting Gaming Zones, Airport
E-com Grocery Shopper
Daily Travels – Gym, Offices, etc.
HNI, Online Grocery, HNI
Purchase Frequency, Preferred Platform
Luxury Cars
Demo-Geo, Professional Sector, Behavior
Adventure Sports
Device Id <-> PII, Survey Responses,
IT Professional
Appography, Content Consumption….
Party Enthusiast
Preferred Travel Locations, Holidays and
Business Travels 11
Traditional Sharing Methods Data Sharing with Snowflake
Data is moved across environments Live, ready-to-query data
Pipelines are costly to maintain No ETL pipelines to manage
Data delivery is error-prone causing delays Access most current data available
Unsecure, once data is moved Governed, revocable access
12
ROW ACCESS POLICIES FOR CLEAN ROOM
Implementing Row Access Policies on shared data allows the data owner to prevent the other party from 1) seeing the underlying data, 2) seeing the
policy logic, 3) viewing or exporting the underlying raw data, and 4) asking non-approved questions of the data.
STEP 1: Parties agree on Approved Queries STEP 3: Parties can query the data using approved queries from SQL
or BI tools and get the results, but cannot view or export the
underlying raw data.
STEP 2: Parties secure raw data they want to protect from view with
Row Access Policies
13
© 2022 Snowflake Inc. All Rights Reserved 14
SNOWFLAKE TECHNOLOGY FEATURES
For Data Clean Rooms
Stored Secure Streams

Row Access Policies
Procedures Data Sharing & Tasks
Match customer data Validate query requests Automatically and securely Monitor for data clean room
without exposing PII share tables between requests and respond
multiple snowflake automatically
accounts
14
DEMO
Party 2
Party 1
Source Table
Query
Policy
Templates PARTY1_ADMIN
(Policy Admin)
Approved Queries
Available Values Apply
This is the “firewall”

that protects your PII.
16
Party 2
Party 1
Outbound Shares
Source Table Source Table
Protected by Row Access Policy

Query Templates Query Policy
Templates
PARTY1_ADMIN
(Policy Admin)
Approved Queries
Available Values
17
Party 2
Party 1
Outbound Shares

Templates
PARTY1_ADMIN
(Policy Admin)
Approved Queries
Available Values
SELECT @select_cols FROM

party1_source_db.source_schema.party1_customers party1
JOIN
party2_source_db.source_schema.party2_customers party2
ON party1.email_address = party2.email_address
18
Party 2
Party 1
Outbound Shares

Templates
PARTY1_ADMIN
(Policy Admin)
Approved Queries
Available Values
19
Party 2
Party 1
Outbound Shares
?
Request with Protected by Row Access Policy

Query Templates Policy
Query Template Query
PARTY2_ANALYST
(Policy Admin)
Approved Queries
Available Values
20
Party 2
Party 1
Outbound Shares
?

PARTY2_ANALYST
(Policy Admin)
Approved Queries
Available Values
Procedure generates
query request
Query Request
Source Data
21
Party 2
Party 1
Outbound Shares
?

PARTY2_ANALYST
(Policy Admin)
Approved Queries
Available Values
Procedure generates
query request
Inbound Share
Query Request Query Request
Source Data
22
Party 2
Party 1
Outbound Shares
?

PARTY2_ANALYST
(Policy Admin)
Approved Queries
Available Values
Procedure generates
query request
Inbound Share
Procedure validates
query request
Source Data
23
Party 2
Party 1
Outbound Shares
?

PARTY2_ANALYST
(Policy Admin)
Approved Queries
Available Values
Procedure generates
query request
Inbound Share
Procedure validates
query request
Source Data
24
Party 2
Party 1
Outbound Shares
?

Templates
Request Status PARTY1_ADMIN
PARTY2_ANALYST
(Policy Admin)
Approved Queries
Available Values
Procedure generates
query request
Inbound Share
Procedure validates
query request
Source Data
25
Party 2
Party 1
Outbound Shares
?

Query Template
Request Status Query Request Status
PARTY2_ANALYST
(Policy Admin)
Approved Queries
Procedure generates
query request
Inbound Share
Procedure validates
query request
Source Data
26
Party 2
Party 1
Outbound Shares
$
?

Query Template
Request Status Query Request Status
PARTY2_ANALYST
(Policy Admin)
Approved Queries
Result Set
Procedure generates
query request
Inbound Share
Procedure validates
query request
Source Data
27
CURRICULUM OVERVIEW
• Session # 8 – Programmatic 101, Audience-Touch Point Planning

• Session # 9 - Brand Safety Technology & Activation Deep Dive – DSP
• Session # 11 – AI in Advertising
CURRICULUM OVERVIEW
• Session # 8 – Programmatic 101, Audience-Touch Point Planning

• Session # 9 - Brand Safety Technology & Activation Deep Dive – DSP
• Session # 11 – AI in Advertising
PROCESS
U: Understand our
anybody else
How do I allocate
and experiences
Strategy

than ever message
3
PROCESS
U: Understand our
anybody else
How do I allocate
and experiences
Strategy

than ever message
4
DATA LIFECYCLE AND ANALYTICS: FOUNDATION FOR MARKETING
ANALYTICS
INGESTION STORAGE & PROCESSING ACTIVATION
First-Party Consent Campaign Management

• CRM Management (Budgeting, Planning, Deployment, Measurement)
• PoS
• Website Content Management MarTech
• App (Design, Review, Approval, Delivery) (Orchestration, Execution)
• Email Marketing
• Social
Third-Party Customer Data Platform (CDP) • Push/SMS
• Search Data Lake
Known Consumers • Website
• Social
• Audience (ID Resolution, Profiling, Orchestration)
• Identity Data Warehouse and AdTech
• Enrichment Marketing-Oriented Data Marts, Data Management Platform (DMP) (Retargeting,
• … Clean Room Anonymous Prospects Lookalikes,
(Audience Definition and Targeting) Programmatic)
• Display
Analytics, Visualization, • Social
CLOUD DATA
Predictive Modeling • Search
PLATFORM
Source: Cloud Marketing Analytics - Snowflake Special Edition

DATA LIFECYCLE AND ANALYTICS
“Marketing analytics is the practice of measuring and analyzing data and
metrics to understand the impact of marketing activities, identify the areas
of improvement and maximize ROI!”
BENEFITS OF MARKETING
ANALYTICS
BENEFITS OF MARKETING
ANALYTICS
Understand Improve
Data Driven
Target Campaign
Strategy
audience ROI
Predict
Competitor
Future
Intelligence
Trends
MARKETING TOOLS & METRICS
Web Analytics Tools Paid Media Platforms SEO Analytics
• Sessions,Users • Click-Through Rate (CTR) • Organic Traffic
• New Users • Cost Per Click (CPC) • Keyword Ranking
• Page Views • Conversion Rate for Paid • Branded Keyword Searches
• Average Session Duration Ads • Organic Conversion Rate
• Bounce Rate • Cost per Conversion (CPC)
• Conversion Rate
Social Media Analytics Content Analytics Email Analytics

• Social Media Engagement • Blog Visits • Delivery Rate
• Audience Growth • Traffic Sources • Open Rate
• Social Media Traffic • Comments • Click-Through Rate (CTR)
• Top Viewed Articles • Conversion Rate
• Average Views per Post • Unsubscribes
• Blog Conversion Rate
PAID MEDIA ECOSYSTEM
MAP METRICS TO THE FUNNEL
IT’S A BUSY DATA & MEASUREMENT
MARKETPLACE
Completed Video View Purchase Intent
Video watched till end
Brand Awareness
Click Time on Site
User clicks on ad Time spend on advertiser’s site
Click-Through-Rate (CTR) Market Share

% of impressions that led to a click
Lead
Consumer gives contact details
Circulation
Ad Impression (AI) Penetration

Order/Sale
Ad delivered to user’s browser Consumer buys online
Gross Rating Points

Visit to Advertiser’s site
Bounce Rate Conversion Rate
% of visits that leave after 1 page view % of clicks that lead to an Action (lead/sale)
Viewability Rate
% of impressions that meet viewability criteria
16
“Only measure what matters!”
THANKFULLY, IT’S SIMPLER THAN IT LOOKS…

ULTIMATELY, CLIENTS REALLY CARE
ABOUT SALES AND PROFIT
MORE
BUYERS
SHORT TERM IMPACT

SALES
MORE
OFTEN
$$
Profit
LONG HIGHER
MEDIA TERM PRICE
INVESTMENT IMPACT
BRAND
INDIRECT IMPACT AFFINITY
18
MEDIA INPUT vs BRAND / BUSINESS OUTCOME
MEDIA INPUT BRAND BUSINESS

OUTCOME OUTCOME
CPM Circulation
Clicks Click-Through Rate Ad Recall Sales
Video completion Impressions Brand Awareness Market Share
Gross Rating Points Viewability Purchase Intent Penetration
Reach & Frequency Leads Preference Profit
19
EVALUATING MEDIA AS PRODUCTION INPUT
QUANTITY
QUANTITY How much media was delivered?
E.g. # of Impressions
QUALITY
How Brand Safe, Viewable, and Non-fraudulent
was this media?
EVALUATING
MEDIA INPUT
COST
How efficient was this media buy?
COST QUALITY E.g. CPM
20
EXAMPLES OF MEDIA INPUT METRICS
QUANTITY QUALITY* EFFICIENCY
(“How Much”) (“BAV”) (”Cost per …”)
(Unique) Impressions Viewable Impressions CPM

(Unique) Views Viewable Views CPCV
Clicks Brand Safe Impressions CPC
Emails Brand Safe Views CPRP
Avg Frequency Non-Fraudulent
GRPs (TV) Impressions
Reach Non-Fraudulent Views
In target Reach Non-Fraudulent Clicks
21
ADVANCED METRICS
MEDIA INPUT BRAND BUSINESS

OUTCOME OUTCOME
CPM Circulation
Clicks Click-Through Rate Brand Sales Uplift

Awareness per Imp
Uplift per Imp
Video completion Impressions
Gross Rating Points Viewability Cost per Brand Revenue Uplift per
Awareness $ = “ROI”
Uplift
Reach & Frequency Leads
22
“MEDIA EFFECTIVENESS” METRICS
Media Effectiveness tells you how much

change in an outcome was driven by each
media $, Imp, View
• “Awareness Uplift per $” = (∆ Awareness)/Cost
• “Sales Uplift per $” = (∆ Sales)/Cost
• Revenue Uplift per $ = “ROI” = (∆ Rev)/Cost
23
4 BUILDING BLOCKS OF MEASUREMENT THAT
MATTER
04 What impact did this media have on the client’s desired outcomes?
E.g. CPA, Awareness Uplift per M
EFFECTIVENESS
03 How efficient was this media buy?

EFFICIENCY E.g. CPM
02
How Brand Safe, Viewable, and Non-fraudulent was this media?
QUALITY E.g. % Viewable Imp
01 How much media was delivered?

QUANTITY E.g. # of Impressions
24
EXAMPLES OF QQEE METRICS BY MEDIUM
TYPE
MEDIUM DISPLAY VIDEO EMAIL SEARCH
EFFECTIVENESS Uplift per M,$ / CPA / ROI
EFFICIENCY CPM, qCPM CPCV, qCPCV CPO, CPC CPC, qCPC
QUALITY % BAV % BAV Verified email, EOR % BAV Clicks
QUANTITY Imp Views Opens (Clicks) Imp, Clicks
25
MEDIA EFFECTIVENESS vs MEDIA EFFICIENCY
SHORT TERM
IMPACT SALES
• Media Effectiveness are direct indicators of MEDIA ROI
Display
business & brand performance qCPM
LONG
• Media Efficiency, while correlated with Video TERM
IMPACT
business and brand performance, are not qCPCV
direct indicators
Search BRAND
AFFINITY
CPC COST PER BRAND
INDIRECT CONSIDERATION
UPLIFT
IMPACT
MEDIA EFFICIENCY MEDIA EFFECTIVENESS

KPIS KPIS
ADVANCED
MEASUREMENT
MTA
WHAT IS ADVANCED MEASUREMENT?
Advanced measurement is a very broad term covering several different types of analysis
It is primarily concerned with measuring Media Effectiveness
It usually requires specialist data, analytics & research resource (either internally sourced or from 3rd parties)
04 What impact on did this media have on the client’s desired

EFFECTIVENESS outcomes? E.g. CPA, Awareness Uplift per M
03 How efficient was this media buy?

COST E.g. CPM
02 How Brand Safe, Viewable, and Non-fraudulent was this media?

QUALITY E.g. % Viewable Imp
01 How much media was delivered?

QUANTITY E.g. # of Impressions
28
3 KEY PILLARS OF ADVANCED MEASUREMENT
CONSUMER CONSUMER CONSUMER

OPINION ONLINE ACTIONS OFFLINE ACTIONS
BRAND OBJECTIVE Brand Equity Focused Online Behavior Focused Online Sales Focused Offline Sales Focused
Brand Tracks, Brand Uplift

Types of Analysis Analysis, Cross Media Site Analytics Online Attribution MMM, CMM
Studies
POS Data, Panel Data,

Data Used Panel & Survey Data Own Site Data Site Conversion Data Footfall, Phone Enquiries
Cost per quality Visit,

(% ∆ Awareness)/Cost by CPA, Consumer Journey,
What they Measure medium
Bounce Rate, Site
Overlap Analysis ROI, ROA, Cost per FF
Engagement
Google Analytics, Various Gain Theory, Kantar,

Example Vendors Kantar, YouGov, Nielsen DMPs (Adobe etc) Adobe Analytics, GA360 Nielsen
29
3 KEY PILLARS OF ADVANCED MEASUREMENT
CONSUMER CONSUMER CONSUMER

OPINION ONLINE ACTIONS OFFLINE ACTIONS
BRAND OBJECTIVE Brand Equity Focused Online Behavior Focused Online Sales Focused Offline Sales Focused
Brand Tracks, Brand Uplift

Types of Analysis Analysis, Cross Media Site Analytics Online Attribution MMM, CMM
Studies
POS Data, Panel Data,

Data Used Panel & Survey Data Own Site Data Site Conversion Data Footfall, Phone Enquiries
Cost per quality Visit,

(% ∆ Awareness)/Cost by CPA, Consumer Journey,
What they Measure medium
Bounce Rate, Site
Overlap Analysis ROI, ROA, Cost per FF
Engagement
Google Analytics, Various Gain Theory, Kantar,

Example Vendors Kantar, YouGov, Nielsen DMPs (Adobe etc) Adobe Analytics, GA360 Nielsen
30
WHAT IS MULTI-TOUCH ATTRIBUTION?
A method of marketing measurement that evaluates the impact

of each touchpoint in driving a conversion, thereby determining
the value of that specific touchpoint.
WHY?
• Provides visibility into the success of touchpoints
across the entire buyer’s journey.
• Utilizes data driven approach to customize
messaging to meet consumers on right channel at
right time.
• Granular data enables to identify audiences across
channels and determine those users’ specific marketing
desires.
• Helps to achieve higher ROI for marketing
investments.
• Helps to shorten sales cycles by engaging consumers
with fewer but more impactful marketing
messages.
31
ATTRIBUTION MODELING – A SUBSET OF MMM
Marketing Mix Modelling (MMM) Attribution Modelling

§ TRADITIONAL MODELING TECHNIQUE § WIDE VARIETY OF TECHNIQUES
§ ECONOMETRICIANS, STATISTICIANS § DATA ANALYSTS, DATA SCIENTISTS
§ MARKETING ACTIVITIES COVERAGE § NEAR/REAL TIME DATA

§ Offline – TV, OOH, Magazines, etc.
§ Online – Digital § DIGITAL CHANNELS
§ Search
§ DATA POINTS § Social
§ Product § Programmatic, Non-programmatic
§ Price § OTT, OTV
§ Promotion § Email
§ Place
32
COMMON MULTI-TOUCH ATTRIBUTION MODELS
1. Last Interaction
2. First Interaction
3. Last Non-direct Click
4. Liner
5. Time Decay
6. Position Based
7. Custom
Scenario: A customer finds your site by clicking one of your Rich Media
ads. She returns one week later by clicking on a search ad. That same day,
she comes back a third time via one of email campaigns (which uses a
click tracker), and a few hours later, she sees a standard ad while booking
some holidays and returns again directly to make a purchase.
RIM SEM EDM DIS DIR
Day 1 Day 7 Day 7+4hrs Day 7+8hrs Day 7+9hrs 33

MULTI TOUCH ATTRIBUTION EXPLAINED
USE CASES
• What is my Cross Campaign, de-duplicated, reach & frequency?
• What is our reach at each frequency range? Are we over or under serving across our reach? What audiences are we reaching?
• What is the audience overlap between one publisher, placement and/or creative? Can I rationalize my list of publishers? Should I
consider adding alternate publishers?
• What is the synergistic impact of creatives or sites on search and/or site visits? How is my campaign currently running against
search (or any action)?
• How is my campaign delivery running against conversions (or any other activity)?
• Which audiences are we converting versus who we are reaching?
• What role do the various media on my plan play? Which initiate interest? Which prompt conversion?
• How much are sites, creatives and/or placements contributing to conversions? What is their ROI? How do I best optimize my plan
to drive conversion?
• What is the optimal frequency to drive conversion? What is the optimal time window for retargeting?
• What is the synergistic impact of creatives or sites on conversions?

34
Ads DATA HUB

GOOGLE ADS DATA HUB : PLAN AND MEASURE BUSINESS AND CAMPAIGN KPI
BY JOINING FIRST PART DATA
Mobile App Data Offline Transaction Data Connected ID Space
Get Insights from Advanced User Journey Analytics

1
WHAT IS THE IMPACT OF BRANDING ON MY BUSINESS KPIS
Pre ADH Post ADH
1p users NOT exposed

CRM
to YouTube but
Data
transacted
Monthly Transaction
R&F + VTR Conversion Event
Frequency = 4.8
(Txn, Lead, Orders, Add to cart)
Unanswered Question: Users exposed to YouTube

How is YT Reach, Frequency and Views helping & transacted
me in driving more transactions from X users? Monthly Transaction
Frequency = 5.5
2
How does my branding and perf campaigns work together?
Pre ADH Post ADH
Users NOT exposed to

brand but exposed to
perf
CVR = 0.8%
R&F + VTR CPA / CPL
Unanswered Question: Users exposed to brand &

How much should I be spending on branding & perf campaigns both
perf campaigns? What is the right media mix?
CVR = 1.1%
Branding and Performance Overlap audiences impact
conversion rates.
10% – 130% lift in

Brand conv rates in overlap
Creative Film1 audiences
Brand
Creative Performance
Film2 campaigns
11th Sep to 4th Oct 2021

GOOGLE ADH DRIVEN ANALYSIS IS PROVING THAT
BRANDING CAMPAIGNS BOOST CONVERSIONS
Upto 130% Credible Fair budget

improvemen attribution allocation
t in logic for
conversion branding Brand Vs
rates impressions performance
Leveraging different channels helps in incremental reach & helps
boost overall conversion rate
Channel 1 Channel 2 Evidence based planning to drive efficient

media mix
76 Mn 11 M
Users 56 Mn
Users Users
● Multiple Google Channels - (Youtube +
Discovery + Apps + Display ) vs Single
channel
● Multiple formats vs single format
3.23%
Conversion rate ● Multiple buy types vs single buy type
1.67% ● Only limited by our imagination :)
0.98% Conversion rate
Conversion rate
SUMMARY: WHAT WE COVERED
TODAY
• Marketing analytics helps in a data driven, personalized and omnichannel communication strategy to drive ROI
• It is best practice to measure only what matters!
• The 4 key types of media metrics: Quantity, Quality, Efficiency, Effectiveness
• Advanced Media Measurement focuses on measuring Media Effectiveness
• Online Multi-Touch Attribution is a subset of MMM
• There are 7 types of Attribution Models – Last touch, Last-indirect, Time-Decay, Position Based, Linear, First touch
and Custom
• Clean Room Analytics using Google Ads Data Hub
44
INTRODUCTION: ATTRIBUTION MODELLING
TYPES OF ATTRIBUTION MODELS – PROS & CONS
CONS
ATTRIBUTION MODEL PROS
• Simplest to implement and evaluate

• Ignores everything that happens before the final
• Often the most accurate
interaction
LAST INTERACTION • Good fit for short buying cycle
• Many of the interactions and touchpoints prior to
• Helpful if sales funnel is wide at the top,
that last-click will be just as important
but narrow at the bottom
• Simple and straightforward

• Helpful for short buying cycle • Ignores the effects of any potentially important
FIRST INTERACTION
• If business goal is to bring new top-of-the- marketing channels that at a later point
funnel customers
• Eliminating direct clicks makes this a more

insightful model • Still assigns 100% of the value to one interaction
LAST NON-DIRECT CLICK • Good fit for both short buying and long buying • Many of the interactions and touchpoints prior to
cycles that non-direct last-click will be just as important
45
INTRODUCTION: ATTRIBUTION MODELLING
TYPES OF ATTRIBUTION MODELS – PROS & CONS
CONS
ATTRIBUTION MODEL PROS
• More balanced look at your whole marketing strategy

• Will not highlight the most effective
LINEAR • Straightforward and easy to explain
strategies
• Demonstrate how each channel does have value
• Helps to conceptualize business’s relationship-building

• Simple and straightforward • Minimizes the effect of top-of-the-funnel
TIME DECAY
• For long sale cycle marketing techniques
• Expensive portfolio
• Some credit to every interaction • Stronger weight to your two most

POSITION BASED
• Good fit for both short buying and long buying cycles important interactions
• Most nuanced look at what's getting you sales • Requires lot of data and heavy lifting
CUSTOM MODEL
• Good fit for both short buying and long buying cycles activities
46
ATTRIBUTION MODELING – DESKTOP, MOBILE, CROSS-DEVICE
A B C
Desktop Attribution: Mobile Attribution Cross-Device Attribution

• Web browser cookie based • Mobile Device ID based • 3rd Party Tags
• UTM trackers • App tracking SDKs • App tracking SDKs
• Analytics Tags on Client web • App install • Matching methodologies
properties • In-App events • ID match tables
• Ad-Server Impression/Click trackers • 360 view analysis
• Ad-Server FloodLights
• Website hierarchy
47
DIGITAL ATTRIBUTION VENDORS
VENDORS BY TYPE AND THEIR CAPABILITIES
Cross
Analysis & Cross Programmatic / Audience Path Ability to
Type Vendor Attribution Search Social Reports Channel
Insights Service Device Direct IO Insight Analysis Import Data
Reach
Rule Based
Yes – no Yes – no Fixed – no
Flashtalking Only (e.g. None No Yes No No Yes No
imps imps customization
Last Click)
Ad Server
Rule & Yes – no Yes – no Fixed – no

DoubleClick None Yes Yes Yes No Yes No
Model imps imps customization
Rule & Yes – no Yes – no Fully

GA360 On demand Yes Yes Yes Yes Yes Yes
Model imps imps customizable
Website
Analytics
Rule & Yes – no Yes – no Fully
Adobe None Yes Yes Yes Yes Yes Yes
Model imps imps customizable
Appsflyer / Rule & Yes – no Yes – no Fully

Mobile On demand No Yes Yes No Yes No
Firebase Model imps imps customizable
Yes
In-house / Rule & Yes – no Yes – no Fully
Customized On demand (market Yes Yes Yes Yes Yes
3rd Party Model imps imps customizable
specific)
48
-- Metaverse is growing number of virtual goals -- people play games, meet each other,
socialise, they go to concerts etc. For most people, they can represent themselves with
more authenticity there than they can in the real world hence the importance of avatars.
It is therefore becoming a key consumer touchpoint. Hence, all sorts of businesses and
institutions are getting onto the metaverse.
-- Hyper realistic and emotive AI baby/characters (powered by AI brain) like Kalpana will
become more commonplace wherein they will become brand's AI mascots and have live
conversations with humans (consumers). With the help of autonomus animation, they'll
react according to your emotion, thus creating a more personalised experience.
-- For Happydent, they created AR filters in newspaper websites which would activate
when the user smiles and they can get free subscription to the paper. Also the element of
donating money for child education.
-- For Chupa Chups, consumers could scan the QR code on the packet, go to the website
and play a futuristic game 'Treasure Island' thus also engaging with brand code and
products. This led to high involvement in a low-involvement category product.
-- The hype era for a lot metaverse and crypto is coming to an end, so their real values
will start getting realised with 5G.Especially in entertainment and sports.
-- For companies like Pepsi for eg that want to get into NFTs, they need to find the right
partner who can deliver on the vision in an artful manner since it is a form of collectible.
-- There are also use cases of NFTs being used for social causes for eg: blind people can
fire up a speech and based on their vision of the art the generative AI creates that art. For
eg: Gems made it possible for parents to upload whatever their kids scribble on paper,
upload it on Gems' website and an NFT is created and the money from that goes for social
cause.
-- Munch wanted to ensure people don't just engage with the brand but also enjoy the
experience so if you scan the pack, you get to play AR VR games while collecting tokens
and getting to meet IPL players on metaverse. But again, we also initially had a hard time
finding the right partners.
-- There are myths around metaverse that you need fancy headgears etc but for eg in the
Nestle campaign, all you had to do was click a link and make your avatar and you get to
interact with cricketers in metaverse.
-- Companies are also looking to involve, using pixel streaming, people from low
connectivity areas to metaverse.
-- For marketers: Even ini low involvement categroies, 5G could make a KPI like average
time spent 5x from what it is today. So more engagement. It'll be more about the scale of
it and not just banner ads. So you can host concerts with millions of people.
Simply put metaverse is growing number of virtual goals: people are playing games they
hang out together, they meet friends they socialize they go to concerts and the list is
endless for a lot of those people they can represent themselves with more authenticity
there than they can in Real Worlds hence the importance of avtars. In fact in one of the
reports I was reading up one out of every five kid on Roblox changes his Avatar every day
shows the power of the platform with nfts their novelty value is fading which means their
real value or the true value is emerging as a means towards ownership and collaboration
together. it's all a massive set of spaces for businesses to understand get involved engage
with your audience is there and find their place as I keep saying this is not a fad by any
means these are Tech tools and platforms which will form the basis of our industry for
years to come
every industry disrupted by a digital era is expected to feel the impact of the mirrors and
this may explain why companies from Banks to ad agencies like us are eager to form the
right Partnerships and even create in-house metaverse teams to get started and it's not
only companies wanting it on the metaverse but governments and influential figures too.
according to wpp's Wonderman Thompson's latest report on enter the metaverse there's
a lot of excitement out there. One of the stats says 74 of people who know what the
metaverse is believe it's the future. Another stat says 66 believe it's going to be life-
changing. So brands have not only joined the conversations but are also actively
participating in being part of the metaverse.
(Kalpana -- AI baby comes on screen)
Neeraj: she's the creation of wpp's Pennywise Solutions along with our Global partnership
she's an AI baby and in the world of metaverse you would see more and more such emotive
AI babies who would have a strong role to play and all our eminent panelists they are
going to like demystify how conversations in the metaverse are going to become more sci-
fi with meta-humans and AI babies and they would have a lot of play out. There so more
and more Brands would have ai mascots like kalpana who would move into the space
virtual spaces and have a live conversations with real humans. So kalpana could you please
introduce yourself.
Kalpana: hi I'm kalpana a digital person created by Soul machines in partnership with wpp.
It's so great to be here speaking with you all. Thanks for having me today I might be the
first digital person you've met. I am hyper realistic empowered by a digital brain to be
emotionally responsive in real time. We call this autonomous animation and it's what
makes interacting with us so lifelike and engaging. If you're positive and happy I'll smile
back at you and if you're upset I'll be empathetic. Digital people are here to help connect
Brands and customers in a more personalized across all Industries and all stages of the
customer Journey today and for the metaverse future we're even creating digital twins of
celebrities.
Neeraj: Like she said this is going to be completely transformational because she can look
into your eyes from the front of the front camera if you are smiling she's going to give a
response back which is like full of smiles and emotesif you're angry you're going to get a
similar response back. Like she said we've got a rocking lineup we have got uh samya
who's like super trendy in that Pepsi author we were Shankar from propheti we got Ghazal
from
Nestle and and all three of them have done some fascinating work in the space of
metaverse right meta was kind of encapsulates everything right from
augmented reality to Virtual Reality to Virtual Worlds to blockchain to nfts and Beyond.it's
a lot subject so what we'll\ do in today's panel conversation we will get each one of them
to share a unique use case what they have delivered on various facets of metaverse
marketing right so let's just start with uh Shankar first on on The Campaign which is done
on augmented reality and augmented reality again is a very very promising and right
practice for us now social AR or it's web AR or in-appar there's some fascinating piece of
work which perfetti has done in the space of social AR as well as on connected package in
web AR so let's hear it from Shankar.
Shankar: thank you neeraj first of all thanks to you and exchange for medium for having
me here it's the first time I must confess I'm seeing you in person instead of being seeing
you on metaverse or virtually uh but yeah so coming back to your question
typically Ed perfetti we have of course gum and mint Brands and we're in a very low
impulse category so for us and one of our lead Brands is Happy Dent which stands for
Sparkling White Smiles so world's mild day in October was an ideal moment for us to
capitalize on this sparkling smile and what we did was brought alive the power of AR and
how did we do that by simply creating AR filters and we went on social we also made filters
in association with the Hindu the Indian Express where what we did was we got people to
activate these filters using their sparkling smile which made sure they get a free
subscription of these newspapers overall the campaign was about activate the filters by
your sparkling smile and donate money towards a child's education in need this really
clicked with the audience and on 7th of October we hit 32 000 Smiles for us it was a great
way of donating money to a cause staying true to the habit and purpose of this of smile
and do good and work wonderfully well in terms of creating ugc as well so one of the cases
that I'm really happy to share with all of you
Q: All right just a counter question in terms of how the entire space of connected packaging
and web AR is picking up and how can you link back Connected packaging back onto
metaverse and create fancy experiences out there. I think you already have a live use
case on Treasure Island which you created how do you intend to extend it to metaverse?
Shankar: yeah it's a great question you know so uh sometime back in early this year we
had an association with wpp where in what we created is have QR codes on your brand
packs so Chupa Chups one of our brand which stands for fun uh literally takes fun very
seriously targeted to age group of 11 to 17 Avid Gamers we got people to scan this QR
code go on to our website then get into immersive gaming future as you ask I think the
future is that this would all happen in the metaverse where people are actually gaming in
the metaverse and experiencing the brand payoff which is you know literally having fun at
the same time uh engaging with the brand codes as well the products as well and Treasure
Island was a great example where what we did was get the product at the center of these
gaming as well So eventually people had a lot of fun uh they engaged with us and the
average time spent in a category which is impulse which is low
involvement was really high as well so to us it was a win-win case study
Niraj Ruparel: so if you look at metaverse and some of the really promising categories out
there we say entertainment Sports and we say music and gaming
obviously these are like really budding categories where a lot of experimentation is
happening right wpp globally also did this concert of Bastille yeah where where the fans
could actually get into the space and they could HiFi the the lead artist out there and that's
the kind of work which you
will see in times to come in India now so clearly the hype cycle is at its end which means
the real value is going to get realized and you're going to see some really high quality
output in the new 5G era so with Pepsi with all the the Brand Power and the celeb power
which you have is there any use case which globally you guys might have done or
something which is coming up in India next from your end would love to hear your views
Saumya: so firstly I'd like to thank e4m and you for having me on this panel it's really
exciting to be here and talking about a subject which is quite
new and something that all youngsters are really obsessing about I feel uh Pepsi is the
cult intercourator and for us it's really important to be in sync
with what gen z's are constantly engaging with and to be very honest with you neeraj I
think everything else we understand really well like we
understand the world of TV we understand the world of digital with influenza's Creator
economy I think that's something that Pepsi has always had solid
playbooks on but when it comes to this whole world of metaverse and nfts I think we are
following a very iterative process which we like to call it the do
think do model so we are going to be I'm going to probably use this platform to talk about
something that is upcoming for us which is going to happen towards the first week of
November but we are really excited about launching the first ever nfts in India I think
globally we have done the Pepsi might drop nfts which was done in the US and that was
very popular but in India um I feel whatever little I've seen of nfts I feel that for Pepsi The
Benchmark
is really what Louis Vuitton and Gucci whatever the brands really were creating a very
different kind of an experience for consumers so I think that was our
Benchmark and we have picked up some learnings from what brands globally have done
and we are collaborating with an artist in UK
um and we'll be launching uh our nfts along with wpp and guardian link so I'm really
excited about that but a couple of learnings that I've already had on
the way is that you have to find the right partners because I feel in this whole world of
metaverse and uh nfts everyone will come to you saying that
they know it but it's very important for us to find the right Partners who can deliver the
vision that you have on the brand so I think that's like the biggest learning that I've had
and the second learning uh for me really from an nft perspective is that nft is Art so how
do you bring your brand alive in a very Artful manner which consumers will connect with
and which consumers would sort of want to collect because I think the whole aspect of
nfts is create an art which makes which is very collectible right
Niraj: so just to add to this, if you were to add generative AI and create nfts and we are
working on a use case now where physically challenged
people now people who cannot see but they have a vision of the art which they intend to
create if they fire up a speech it's going to create a piece of art which can go as nft and
the money realized from that can be used for the fraternity the physically challenged
people right so there can be so many use cases of utility use cases of nft like nft for social
good the classic one is the Mondelez gems campaign if you guys are following that so all
our kids they scribble a lot of stuff on the paper parents just need to click a picture of the
art which they've created it goes up on gems.com where's the piece of nft is getting
created and the money realized from that goes for the education of the underprivileged
students right so so those are the kind of utility values which are evolving in the nft space
so obviously the novelty value has gone down but the true value is now getting realized
and nft coupled with generative AI social tokens there's something evolving called Soul
bar now in China so there's a lot of scope out there and the brands and marketers are
going to make the best of it in times to come another promising category when it comes
to metaverse is uh obviously spot and no better spot and scalable spot in India than cricket
and Ghazal here has done a fabulous campaign for Nestle Munch which was like a meet
and greet with the top IPL players and 60 lucky fans so would love to hear more about the
campaign you did and how do you intend to extend it.
Gazal Bajaj: um it was without saying first of all thank you for having us I I think it's an
equally interesting conversation for all of us here uh going back to the question and like
Niraj mentioned first of all you know it all began with what is metaverse and why should
we be doing metaverse because we're a large brand and typically you assume metaverse
to be an experience for a smaller set of people this was happening for Munch which is a
brand that talks about confidence Crunch and hence bringing everybody to that stage
where they can not just engage with the brand but also enjoy the
experience so we tried um kind of getting scale from including our packaging into it so
once you scan the pack you actually get to play some AR VR games you're collecting some
social tokens but eventually you're also getting to meet the lead IPL players over
metaverse and by the way it was 16 to 4 because we did four of those uh but the catch
here is we had a lot of struggles around what's the right skill what's the right way to
approach this because a lot of people don't even understand what's the right metaverse
experience and which is where I think some of the points that uh you guys mentioned
come in handy because we struggled with who should be the partner we struggled with
what should be the right message but I think what we were eventually able to bring
together is this very interesting intersection of sports which is the biggest passion and and
what better than cricket and what better than hence IPL so the biggest passion in the
country which with one of the biggest brands bringing alive a very special moment when
you get to meet your you know ideal celebrities in that verse it was very special to us also
because you know like I mentioned earlier when you think about massive scale and
Technologies like these are typically considered to be limiting but that's where where wpb's
help we were able to find the right movement through the consumer Journey from
scanning the pack to AR games and eventually into this meet and greet not to mention
while it was just 16 to 4 but the whole experience that even the
eventual winners has was uh was very special to them as well and that's what made us
very happy about it.
Niraj: so this so there's a lot of myth which surrounds the metagos ecosystem that you
need to have a fancy headgear a quest to to enter the space you would need to download
an application pull in the asset files but here in case of nestle Munch all the fans had to do
is just click on a link and enter the space
within no time within a minute they could create their authors and they get into the space
next what guzzle intends to do is she can get one of us the lucky
ones who participate on a connected packaging promo which Nestle intends to run and the
guy the lucky winner can actually go on a live set and can Hi-Fi
hardik pandya absolutely right and she and and we can actually do this in the remotest
village of India right if it's like a small village somewhere in Bihar we can just send in our
portable Studio out there the guy needs to wear the what do you call the motion capture
suit and he appears next to Hardy pandya in the studio high fives clicks pictures watches
content shares a view wherever he is right and that's what Bastille taught us the global
concert which was being done by us now we are working towards a 5G India where it's
going to be lean client and heavy lifting on Computing so one of the stuff which we are
trying now on Pixel streaming platform the users who are on the remotest of uh Indian
Pockets right and we are saying like 65 of smartphone is
still in fifteen thousand and ten thousand bracket and the bandwidth remains a struggle
out there so with pixel streaming with as low as bandwidth
as 10 Mbps someone who's in the remote is Corner struggling with bandwidth can still
enter the metaverse and experience all that we are talking about
so a quick view on how 5G would change life for marketers
Gazal: About two decades ago all marketeers were saying I have a video can you just
make it viral and I think that's exactly where we're sitting on
the cusp for metaverse where we're saying can we have that you know one more blip on
on whatevers but with all of this 5G and the pixel uh streaming
coming in I think it will go from one of those you know good to do things on your calendar
marketing calendar to Absolute utility experiences that you can create for the consumer
of course it's gonna take decades the way it did for digital but I think we're absolutely
prepared for it with the kind of startup
infrastructure we have with the kind of zest that we have and obviously with the kind of
infrastructure that's coming in from 5G we're definitely onwards to
democratizing this whole piece a lot more
Niraj: imagine this is a cricket board meeting going on yeah and Virat was unable to make
it he can pop in right here. All right super so let's just round up this conversation maybe
taking your point of views. So how the life would change for marketers?
Shankar: so one of the thing on 5G and I think coming from a category like ours which is
very impulse I think one of the kpis that's going to change is the
average time spent there and 5G is going to enable and make that 5x of what it is today
I think that is what someone like me would be interested in because that means more
engagement With Our Brands more engagement with the payoff and then I have the
consumer there right in front of the mobile or the experience 100 into what he's doing so
this immersive experience is something I am really looking forward to with 5G
Neeraj: just a quick one this is a question to somya that how does marketer sees uh
advertising in the metaverse space is going to be those gimmicky irritating banner ads?
Saumya: no I don't know I certainly hope we don't do that but I generally feel that with
5G um what we are struggling from a metaverse perspective is that scale and with piety
you suddenly get scale and that'll give us a lot more confidence about really investing in
this new technology with experiences that
consumers will sort of you know really enjoy it's not going to be those banner ads I'm not
going to play another ad in that in the meta verse but it's going to be about really how do
you do more of those concerts that you're talking about how do you get a bad shock
answer which is attended by uh hopefully 40 50 million people right so I think that's the
kind of scale and the ambition that I really hope 5G can unlock for us how many how many
millions or billions you did on the The Tick Tock challenge 107 billion so hopefully yeah we
should do 107 billion.
Niraj: that'll be a benchmark then with that I think uh we would uh call it a day I hope you
guys were really entertained by all the use cases we shared with you and I hope all you
guys are inspired and looking forward to creating metaverse for good framework that is
what we all need to work towards right it's a there was an uh internet era there was an AI
era there's a web 3 era and it needs meta was for good framework
and guardrails which all of us as Leaders need to work towards so it's here it's here to stay
and it's here to grow northwards thank you so much
Future of Immersive Reality and XR on Different Media Platforms | Panel Discussion 2 |
JioTesseract
Welcome guys! and i think just a quick

round of introductions for all the people who have joined us today since 10 a.m uh so
quick round of introductions
starting with chaitanya so chaitanya is the vice president and business ahead at the
whistling woods international
and he's also the chief technology officer and heading the emerging media at whistling
was international
with over 20 years of experience in fitment industry i think pradeep already mentioned
that in his
previous talk and i'm sure people are looking forward to hearing more about otk and virtual
productions
so just just completing the introduction here so he's he's currently the vice president and
the business side of whistling was
international and he also serves as a cto for the institute over the past decade and a half
he has
been instrumental in mainstreaming creative arts education in india and evangelization of
multiple new and
emerging technologies into mainstream education right and having acquired a strong
understanding of media entertainment sectors both in india and globally he has written
several papers
and he is a presenter at key global media entertainment conferences and technology
education bottoms
thanks [Music]
dave has been teaching for over 30 years and holds a masters in after establishing an
english school in
japan in 1993 his interests grew towards using technology to best serve this
need of student he has worked in the in the development of digital books lms's and
immersive education content in
vr dave has also looked outside the box for solutions addressing real world educational
needs
and brings the same approach to reality healing from canada and joining us from japan
today
he he ensures that education needs remain a focus within the company at creative where
he is the chief
product officer welcome dave thank you moving ahead to niraj niraj
heads mobility and emerging tech at groom at group m india with his vast experience in
mobile
marketing voice marketing consumer marketing brand communications and marketing
analytics
he's been recognized as one of the top 40 rising talents in asia pacific by asia by campaign
asia pacific neeraj has also
been named in the list of top 25 mobile marketing leaders in the world by mobile world
congress
he heads the voice practice at wpp india and has been instrumental in driving voice practice
for wpp india enabling
wbp agencies clients in india to build engaging and international skills on voice his
expertise in the mobile and new edge technology like xr has played a crucial role for some
of the big brands at group
m and i'm sure niraj will be sharing a lot of experiences during during the talk welcome
and finally we
have nuno joining us from portugal nuno is a ceo of a multi-award-winning
studio on top which is working at the intersection of 5g and ar and having worked with
multiple
big telcos across europe and creating increasing application uh so here we have you know
from
portugal thank you thank you uh
we cannot see your videos a lot of whistling
yes
yeah i think you're lagging up there
okay all right i think uh till till the time
is figuring it out i just put my contact from the panel that we have today as
as for the is it better now it's echoing now
it's echoing yesterday
yeah i think this is much better much better right yeah all right so i think just
just begin picking it up from there i was right just giving some context and and
about the panel that we have here
so basically it's been uh it's been a situation in which all the companies whether it is
microsoft facebook or all major vice manufacturers have
realized that to actually scale up xr in globally they really need to focus on the mass market
which is the consumer
market so every device manufacturer has kind of started working on the consumer version
of their product and
they have started working on applications and experiences which will appeal the masses
so today in the panel we have nuno which is from 5g in the gaming industry we have dave
who's from the edtech
industry we have chaitanya who's from the media entertainment and virtual production uh
industry and we have niraj
from advertisement and mobile mobile marketing industry so here we wanted we we want
to talk really
about the trends that xr will shift and what kind of content that companies content
developers
should focus on while they are kind of preparing themselves to cater to the masses as we
also kind of proceed with the
launch of geoglass for the mass consumer market towards the end of this year so i would
like to firstly again welcome
all our speakers and starting with the first question uh which is i would like to start with
chitanya because of his 20-year plus experience in this industry so
chaitanya the first question to you which is basically how do you foresee the content trend
shifting in the coming
years with xr then you're on mute
Chaitanya: yeah so you know it's it's difficult for us to look back and try and imagine what
the
world was and so if you look at you know pre-4d five and a half inch oled smartphones
you could imagine that 70 percent of digital content
[Music] okay is it better now without the video
oh just just if you can say something again is it better without the video that's touch better
too much like yeah i think do you want to just uh kind of reconnect again uh in the in the
meanwhile i think
we can take that question to nuno
uh yes um well the the evolution

for um a year on the next years as you said well a lot of the big companies are investing
on the
hardware and what we should focus it's in content good content as in the previous talk we
have been
talking and what uh what we are envision for the the future of xr is really to be
the next medium right the same way that in the past we have radio and then appears
video and becomes the
main way of um content entertainment content and all type of content
the next one is going to be ar especially with 5g because we are literally mapping the
world to add
content over it right so next time in our city or outside of our door
we can have a special experiment with ar and 5g so that's what we envision is
really to adding layers uh on top of the real world which each layer it's going to have its
unique
experience and one thing that we are addressing on that side
is really the conversion of all types of screens into one single device right
yard
glasses great i think you agreed um is it better now
yes yes yeah yeah very good thank you for taking that
and yes chitanya back to you
Chaitanya: let me just carry on so um you know it's very difficult for us to
look back and try and imagine what the world was six years ago seven years ago when uh
you would have never imagined
that today seventy percent of india's digital content would be consumed on the cell phone
right this is pre 4g pre five
and a half inch oled screens you couldn't just imagine it exactly
that position is where um immersive extra xr or vr is studying
over the next four years you are going to see a massive leap massive learning curve with
5g
coming in with lightweight devices coming in with good quality uh visuals
um as well as you know something that doesn't look like a wearing a shoebox on your
head
when that happens you are going to see the big explosion so the massive change that
came in in digital
content consumption um between say 2014 and 2021
is what you're going to see happening with immersive between 2021 and 2025 right
so just like today if you're traveling by public transport watching a 30 minute or a 20
minute piece of video on your
phone is no big deal exactly like that in the same public transport
you will start to see people wearing vr headsets or vr glasses and consuming immersive
content it's
that's how ubiquitous it's it's going to be and i i know it's a little difficult to imagine right
now but that's really
where we we see it going now what are the two key things that are needed to make this
happen so one is the technology piece right is the technology workflow
piece which between uh tesseract um jio the the mobile network
as well as a bunch of other hardware manufacturers they will you guys will figure it out
right the second bit is the content
and the experiences that are that are being created so who's creating that you can't have
a
situation where your tech workflow everything is in place and people are sitting around
asking okay this is good but where is the
content right so you have to for this fourth content consumption platform
you have to re-imagine what content creation is going to be which is what we've been
trying to do
at visiting mood so about three years ago in you know a partnership with jio we set up the
jio vr lab you can see the
focus behind me well the goal was to create india's first generation of cinematic vr
filmmakers to so to do the
research to do the development work that's needed write the curriculum and start teaching
it out to film students which is what we've been doing and the
the idea is that just like you have um you know a netflix which has a bunch
of flat screen content which people can consume on their cell phones on the laptops on
their tvs
exactly the same way you will have a hardware and software ecosystem built
into variables where you will get to consume serialized content on a very very regular
basis
the immersion immersive factor is what's going to really cause a significant amount of
impact
Moderator: right right so basically you see the the trend thing from using mobile phones
to use smart buses while you're traveling while you're beating
Nuno: i cannot imagine a world where people on the bus start with vr glasses looking
around i
hope that this do not happen uh for iar i can understand it's going
to be the evolution form of mobile but on the vr space i do not see on the same field i
really see in two different paths
Chaitanya: absolutely actually if you uh so what i want to do is if i

can just share one uh slide definitely
uh where did it go this one right so if you look at what
your yeah i cannot see anything yeah oh it's
working so if you look at where you're going to
find your vr business models landing so on the value volume scale you've got
five broad levels where you're going to start to see content so there's going to be location-
based vr experiences
right which is going to be a highest value lowest volume then you have your tethered and
seated multi-sensory
experiences right which is with the pod you know you may have smell coming in where
there's
physical movement in addition to the the sight and the sound then you have tethered
hmds
which may or may not remain going forward depending on how strong wireless
connectivity grows then you've
got your wireless connected hmds which is really going to be your your main um you know
main thrust when
it comes to content and then the your absolute lowest value and highest volume will be
your mobile plus headset
right which will continue to evolve as as things go and you will start to see different
levels of content for each of these content uh experiences
it's up to the content creator to figure out what is the kind of content they are making and
which ecosystem or which business
model the content fits in uh if it's you know extreme uh small
format snacking content it will probably go more towards the bottom of the pyramid
your uh you know void and those kind of experiences will you know will probably go up to
lbe what
mr emman is doing with lemask is in the tethered and seated experience uh
a whole bunch of gaming and six draft content is kind of coming up which will sit in
tethered as well as the you know the standalones wireless connected uh hmd's
uh ecosystem so this is where uh you'll have multiple
content formats different people will be making content for different value
volume scales
Moderator: sure sure i think i definitely with that

uh we're in different type of con it can be consumed at different devices and if maybe that
is the shift that needs to
happen uh for example content limited to mobile internet we got headsets which also
includes 360 videos i'm sure but that is for changing it to
empower people with rights within even even even at uh right what you're doing is at the
same
content that you're looking at you've sent him on your tv and have a quick analytic once
you start
geoglass to watch the same content on
just coming through
okay
Dave: but when it comes to education it would be quite different i think the matrix would
be shifted around quite
a bit okay because there are certain things that we know from education and that
that xr especially br has um a specific use and it has a very very
high value to it because it allows a learner if used properly to
be able to go in and get completely involved in something to be to remove all the
distractors allow for
that a deeper learning and allow a connection with that that
really may be difficult um concept to be able to to fully understand that and move
through okay so that's that's the value that i think we we have to expect and look for in
education now
there's certain things that we do know and and you can go right back to confucius okay
you know i hear i forget i see i
remember i do and i understand okay you know so we we know that
that experiential that um the hands-on learning is really really important and you know
what's nice is that the research that didn't exist you know four or five years ago
exists today that we know that um there's there's high value in in recall
ability and cognitive ability when using when used in that kind of environment right
and we do know that from pricewaterhouse they they have that that study about the the
future of technology and where
that's how it's going to impact on gdp globally and they give a number of 1.5 trillion dollars
that it's going
to have that effect on the economy by 2030 okay and to i think it was 23 million jobs
that will be affected so we know that that that's a nice number i don't know if we get to
that okay
it just means that that's going to be the effect on the the economy but we know we have
to prepare students
today to to be able to work with that technology in 10 years from now
okay so now it has to begin um and i think that's where i come from is is
maybe a pragmatic look at how we can actually bring this into education and
affect students in in a proper way
Moderator: sure thanks dave i think i have a couple of follow-on questions for you there
but just going quickly to neeraj first yeah what about your perspective when it comes to
xrd content and how can uh advertisers marketers and brands can leverage this
Neeraj: so uh advertisers i'll just give you a

quick uh advertising perspective because we've been doing uh mobile ar for almost like a
decade now so initially when we started it was
more like a native app story so people will have to download an application and then point
at a particular print ad and that's the era we activated a lot of campaigns through
on print for real estate clients where they just point it uh on the paper and the entire
building
comes alive with the complete 3d view so i'm pretty bullish on ar and over the
years we've done a lot of work on mobile air per se vr i would still say it's more like a b2b
story
and it has got some breathtaking use cases when it comes to business to business as such
but from
the advertising point of view and direct to consumer point of view i would say ar has got
a absolutely spellbound role to play and
in times to come how ar gaming is going to evolve and and the wave with jio is driving
with those
mr glasses i think the future once it gets into the households you would see a lot of a lot
lot a lot
of people creating a lot of these uh 3d metahuman authors and they would move into
kind of virtual chat rooms to watch matches together and stuff like that so it's going to be
a whole new world in times to come but right now as i say in india it will be more like an
ar story
Moderator: sure i think a wonderful perspective again there so i think just coming back to
dave the question that i had for you
it's on the similar lines in education that we see right uh what do you think would be the
future
is we are in schools
Dave: so from our experience it you know ar plays a really really good and important part
with the lower grades
because you for one you don't want them to have a heavy headset you don't want the you
know the the
screens close to their eyes and things like that right so there's a lot that can be done um
with
ar applications to to bring something to life and that's great uh with the higher grades
um you can do the same but but when you want to get into let's say a
really difficult concept it's nice to be able to get somebody immersed into that world you
know if you're studying osmosis or
you know um doppler effect or something like that that you you have a hard time getting
your head around it's good to be in immersed into that
world where you can fully kind of concentrate on that uh that idea sure so
Moderator: so basically it's a it's a mix of ar and vr experiences depending upon the subject
depending upon the module
and depending on the learning objectives is what i gather you i think perfect i think just
coming back
to no no on this question uh nuno would you like to throw some light on on the ar
experience
i i for the fact know that you have been working only in ar all your life so what do you
think ar
uh what do you think about ar and what do you think about vr and definitely i think you're
in favor of ar so how
how do you see and what kind of applications per se except gaming do you see coming in
ar
when when basically uh xr becomes a household name and every household has a geoglass
or any other ardr device person
Nuno: i'm very bullish on him on a yard and as you know we do all ar content
very focused on consumer and i'm totally against vr even for any education uh because
i i i think it's a trap vr it's a big trap on social levels
um even the the images we are talking before the uh on transport public cash uh
on transports with the dr had said it's bizarre because we should not alienate people
uh from the real world quite the opposite we should connect people right um and on
education um
what you are saying so for the kids it's the the heaviness of the headset and the
very close to the screens so it's not good for the kids but it's good for the grow ups that's
it it's kind of strange no um
so i understand that it can put you very focused um but what i feel on vr it's really a
trap because it's isolating people and it's creating worlds at
your own eyes so it's putting you in a bubble so i kind of little concern about this but for
sure the world is open for all
of these technologies uh i just believe for the consumer market special gaming
uh it's not going to be a good thing like we are seeing examples with the
metaverse with fortnight where people are going to concerts in their computer screens
i love going to concerts to be next to other people to really feeling the music and the
connection with the artist
and not a 3d avatar so i'm really against that and i hope that my presence in the in the
future is
not going to be any way connected with that all right i think it's now that is
provoking me because they're not know very well my my take on this
Moderator: definitely i think thanks for that uh nuno i think that's a personal strong opinion
and perspective that you have
i think going uh back to chittanya uh you'll you'll have to unmute yourselves so just going
back to this
and a similar question to you uh when xr or or devices like geoglass or devices
any other xr devices become a household name right what do you think will be the content
uh which will have the maximum
engagement people love to consume uh
Chaitanya: so there will be two kinds of content
there will be live and then there'll be i mean pre-made you know non-appointment viewing
video on demand right so live for example you're going to have um i mean i know
nuno doesn't want people to sit next to digital avatars but uh it's going to happen it's
already
happening there is significant amount of football being consumed on sky uk through the
psbr uh
you know co-location uh structure that they've got there's there's a company called tiled
media the out of amsterdam out of holland that's doing on 4g significant amount of
live concerts live events streaming football as well so it's going to happen it will happen
because a people won't be able to travel and um there will be no your venues
can't possibly be large enough to accommodate everybody so your content creators of
live events will look at monetizing their experiences through a much wider distribution of
content so that's definitely going to happen it's already happening it's the prediction side
which is where
the real interest is going to come right so uh ever since uh you know
audio visual content has come around there is one business model which has for the love
of god never
broken through which is the short fiction monetization short fiction monetization business
model has not happened no matter how large or you know if you look at india you had
you know the biggest filmmakers make content whether it's everybody's made short fiction
content
and tried to monetize it and it just not happened right it's primarily because of the brevity
people don't
feel like they should pay for something that is only 20 minutes right now cut to
when you actually start to experience a cinematic vr 360 video stereoscopic
20-minute film like dave said right because it's your there is cognitive immersion
there is a high degree of cognitive immersion in vr content the impactful experience
of that 20 minutes is significantly higher so people won't mind
subscribing to a a service that gives them one or 20 minute vr
fiction experience every i don't know every day or every week or so on and so forth so
you're going to
have that value snacking content uh ecosystem
nobody is going to be wearing the vr headset and watching 45-minute one-hour uh fiction
content right it's either
going to be um a live event or it's where you can take it off whenever you want to
or it's going to be shorter fiction uh fictionalized content with multiple
genres you will have obviously the ones that have the most the deepest cognitive impact
so horror
thriller um you know suspense a lot of that will happen you'll have a lot of who done it
you'll have a lot of first person who done it you will have a lot of uh experiences
where the viewer gets the entire experience provided they look around the vr
ecosystem adequately there is a 42-minute uh experience that has been created by felix
and paul
it's currently on the oculus store it's called my ub phenomenal there's drama there's you
know deep
intense emotion there's suspense there's you know you have to find objects if you find
objects
you go on to branching narratives of a storyline which which you wouldn't go to so you've
got
all these kind of um i mean they may seem gimmicky but they actually have an
impact on ground so what uh netflix tried to do with black mirror with uh banter snatch
that's going to be
significantly more uh common in cinematic vr fiction
so you're going to have a live experiences you're going to have fiction experiences
and you know that's essentially where the business ecosystem will be when it comes to
content just to
Neeraj: yeah just to kind of add to this i think we're having a proper ar versus vr head-on
conversation here
uh just to add to it i think i personally believe that for advertisers and vr users in india
especially we are gaming i think record number of users are playing gaming on vr including
myself
and a lot of my close friends as well right so that actually invokes a lot of these fancy
opportunities on gaming space itself though on ar we've been doing a lot of these
integrated uh gaming
experiences while you're doing uh a car is running you can have a branding on the top on
the hoodies you can have
seamless brands appearing out there but when you when it comes to vr and gaming the
kind of brand
integration which you can think of it can be mesmerizing right i mean the experience itself
is out of the world the only thing is on
the data and the gdpr compliance something we have to keep a close eye on so at our lab
when we closely jam and
brainstorm on a lot of these client briefs some of the ideas which pops in saying that if
somebody's
playing a vr game in his retina dialects i want to play a bisleri ad right there or you know
has talked spoken about this
game where the taj mahal puzzle completely opens up right and you can give them a
power-up fevicol
hint out there just to fix the puzzle so these are some interesting use cases in terms of
how
an advertiser can kind of leverage it
Chaitanya: see the the the way that i approach it as as a of from the content creation side
is to
actually look at emotion as a sense right yeah there's physical immersion there's you know
there's technical immersion like i'm immersed in this room right there is a spatial
immersion where you
feel like you're part of the space that you're watching there is temporal immersion where
you feel like you're part of the storyline of the content
you're watching and then there is cognitive emotion cognitive immersion is the one that
has the most impact whether it you know you feel
crying when a child is trying on screen so on and so forth and this is really where vr taps
into
the the cognitive immersion element of individuals significantly
more than any other piece of content primarily because it's putting you in a whole other
world
and it's that that is the next step that i think consumers are looking for
and content creators will have to work that much harder to create appropriate content
because
they have now the ability to have that additional cognitive impact
Neeraj: let me give you a head-on
perspective on ar i think camera based marketing is like really close to the consumer and
you have you're pretty much seeing whether it's retail experiences people are going out
there and using lens to
scan and know more about the products and stuff like that right so activating retail
activating print
campaigns or you see then jagran right now has got a critical lens integration and alive on
times now was always around
like you scan and you get that entire article talking back at you so camera based marketing
is more closer
to the consumer and when i look at advertisers this becomes a default fit out there and
we are as i
said i think i'm pretty bullish on that unlike nuno who's kind of killing it totally but
uh yeah we are pretty much bullish on this in terms of how brands can play around in both
these ecosystems
Moderator: i think definitely uh hearing from the perspective for a fact that has definitely
been
and they are applicable at the right time
perfect yes so as as vanish was thinking about the training that they do at uh tke
uh elevators right it's it's it's impossible that they are to get that kind of an immersion
when you are actually training the technician
how to kind of operate on an elevator so in such use cases you actually need a vr
environment as
compared to an ar environment but definitely for marketing use cases for more consumer
use cases it is
ar which is taking the lead at this point in time but i think vr is will will remain there
because there
are certain things which ar cannot really replace what vr can do i think that is my
perspective on that
so uh i think anyone else no no dave if you want to add some something on this or should
we move to the next question
Nuno: uh just to be clear yes i'm a little i'm against the vr for the consumer market but
for the and
i'm not saying that is not going to happen what i'm saying is i'm not going to be involved
on that
i'm not going to put my hands on this and um because it's not because you can do it that
you should do it like if you look
to facebook uh i don't want to build something like that uh it works it does a lot of money
but
the way that it's putting people in bubbles uh i don't want to be part of this and vr
and let's be honest who is the biggest investor in vr space at this moment it's facebook
right it's it says a lot
of things and and at this moment we do not have 1 billion revenue company
on the vr space and on ar you just go for snapchat you just go for pokemon go right ninety
and they are one
billion company on the consumer space so they are being profitable okay and on vr side b
only gaming is passing
millions of revenue so even on the on the business side i don't see so much
appealing but of course there is space for that i'm not uh
i cannot say anything because we see a market in there right in this panel we are seeing
people making money in vr
uh it's just something that i don't want to be part of
Moderator: sure i think definitely and just

going back to dave you you want to add on this something your perspective on ar vr
well i mean i i can just expand on and
Dave: i'll give two examples then okay um and you know one is uh dealing with adhd
students okay so you know there's a study out of uh usc
by rizzo that um talked about you know the the value of of an immersive environment
in in dealing with that you know somebody somebody who has a you know some some
troubles in that way
right because you know with the vr you're able to uh control the distractors
you know you're able to um limit the stimuli that that somebody gets you're able to
allow for agency for that student to be able to work through an environment on their own
and it
really is a wonderful you know advantage to be able to to have that for students the other
one would be language learners
okay you know i um for language learning um if you have speech recognition inside it
allows for um the studies out of china are that uh it's about two and a half times the gain
that you get in language learning using the vr because you're able to you know be
situational
and then there's uh there's about a 10x improvement in in confidence so
i can go to the i can go to the airport i can check into the hotel i can do all of that
10 or 20 times as a language learner right and then you can have the confidence when
you actually have to go and do it that that
you're able to to perform that task right so those are just two of the very
i mean small examples okay so there's other examples as well
Moderator: sure i think that was yeah that was really helpful and and at the end of the
day the bottom line is
yes vr will will remain to stay and basically ar will is really picking it up right so i think
both have their own places and depending upon the us and application people will have to
use both
or vice versa all right i think thank you for that i think moving uh moving ahead to the
next segment of
this panel which is more about how developers should approach content making
because i think a lot of developers in india because right now if you see there's a big talent
pool that we already have in india but what
people are really struggling with is what kind of applications they should develop because
a lot of applications which you
see like a solar system like first person shooting game uh these are basic applications that
anyone and everyone
can make once you start trying out your hands on unity right so what what will be your
advice firstly to developers how to see the
content trends and what kind of contents content or applications they should really create
uh for the for the future
market which is kind of rising right now maybe starting with neeraj if if you can have your
perspective
on this
Neeraj: so on the on the developer front like i said that uh wpp we've been
partnering with a lot of these budding startup firms and most of my contacts i get it
through a lot of our
vc channels the promising partners and the process which we have right now is we kind
of
circulate some of the briefs with them and work on the main problem statement for the
brand because a lot of these guys they come in with a
perspective which is more to do with product and engineering and once we can match with
them and
create some kind of an ideation out there they my advice to them is to start thinking more
from the brand's
perspective rather than to think about the product perspective right because ar core is
open to all developers now a lot
of exciting stuff which is also possible on the m site as well with the last year's
release which eliminates the entire roadblock of user downloading an application and
getting to use it right so the so the in terms of what you call perspective
or ideation sky is the limit so all we all we are focusing right now with the developer
ecosystem is
kind of creating an specialist team at rn who's working closely with them to explain them
the brand's problem
statement accordingly they can just start working on focus solutions which is going to
solve the need
for the brand i would just give you some of the classic examples of how we are looking at
the categories like jewelry
so we've done something very interesting for pga which is platinum girl of india when
you're doing a virtual jewelry wear kind of stuff on
the banner ecosystem itself so like initially we started with getting the user to download
an application
and kind of scan it for that 3d view to happen right now the story is all about snapchat af
filters and we work with
a lot of these partners like alive now to create experiences on insta and facebook banners
which can also work on a retina scan or if you pout it changes the lip color if you blink it
changes the eyeliner for
brands like lacme and tons and tons of brands right so whether it's detailed shelf
experiences
beauty as a category or a bunch of other things which we are evaluating right now all we
need to my
request to the developer community is when you come to me you should come with a
thought with a solution understanding what my
brand's problem is and not just come to me with a tech saying that i have got i can do this
i can do that and this is the tech what
we've created i think pradeep made an interesting point initially uh earlier in the day that
it's
it's nothing to do with technology per se you've got to have a correct strategy in place in
terms of air right once you crack
that then technology will just fall into place so that's that's how we are seeing it as wpp
as custodian of 500 top brands in the
country today we're looking at more solutions coming in from the dev community
Moderator: sure i think yeah that's that's

wonderful and i think uh this question uh can directly be related to nuno being a developer
himself
right so no just wanted to have perspective how you see this obviously the monetization
is something
that would be covered in the next question that i have and i think neeraj gave some
perspective there that how developers can actually
start monetizing on the applications that they are developing which is more by connecting
to the brands and building solutions or
integrating solutions of branding solutions within their experiences to monetize so i think
that is that is what
i wanted to cover in my next question but thank you niraj for just touching upon it just
going back to nuno on how do
developers content creators uh should basically take an approach while they are
kind of deciding what next application they should love
Nuno: first of all uh we are still educating people how to interact and with ar
right one of our first projects that we did that that it was puzzle er that it was a
puzzle game and it was elected the best idr mobile game in the world just because we
played very simple instead of trying to create like flying dragons and a lot of things focus
on simple
interactions um simple things simple actions that really can amaze the user and have some
connection
with him and the other things that we need to think about they are and this is a challenge
that uh when we are hiring people uh we always
along to challenge how they envision an ar experience and the basic stuff it's always
putting a 3d object over the
real world and this is the the is the the basic stuff right but the ar is much more that the
3d
object overlaying the real world one of exercise that we do is okay you need to paint this
object
with colors that are all around you so if you want to paint this object in red you need to
look to my sweater right to
catch the red from the real world to paint this digital object okay and the people still need
to think
a little outside of the box because ar is not just overlaying 3d objects
we need to think about time how it's going to interact with the user if the we have a digital
asset that knows
who i am right how is going to interact with him with me and these then
can be ever the additional layer for brands as niraj is saying so if i have a brand
how i'm connecting with it and what is ar it's all meant it's improving the
experience right so for developers out there play it very very very simple and really use
the
world around not just at the surface but everything around
Moderator: sure i think that is very helpful no no and a great advice to all the budding
developers in india and around the world
thanks thanks for that i think coming to dave dave what do you think when it comes to a
tech applications or educational applications
uh what do you think will work better will curriculum aligned applications work better or
do you think
uh concept-based applications when it comes to education work better
Dave: well you just gave my answer right there. okay so i can be quiet right now um
because um you know anybody who's done something
for education you know that you you see that they've you know the solar system and
under the
sea they do the same things right everybody's got that right um and for a teacher you'd
say well
that's that's nice okay but that's not enough right if you're going to be
using this in in a classroom you need to have something that's curriculum aligned you
need it to be able to have maybe
formative assessment inside of that environment so that i'm able to see as a teacher i'm
able to
see what my my how my learners are progressing right so it's not enough to just put
somebody
in that you know in as nuno would say to you know to completely get them away from the
world
right it it's about understanding what they're doing but allowing them to have that
experience but then understanding
what uh what effect that's having and how they're progressing with maybe understanding
the concept so um i
mean just very briefly i would think that if you can't just take um
vr experiences and say okay no we'll put that in education we're done um it won't work it
doesn't
work um teachers will push back as they should um and and i'll touch on one thing again
that that nuno had and and i'm agreeing with nuno okay on this one is about facebook
okay very you know in
in my mind maybe i got to be careful what i say here but but a little bit dangerous for for
um
for education in that it's it's trying to control something that it's it's doing in the
consumer market which is fine if you want to make that choice and do it but if you're going
to you know have schools
and teachers uh you know mandated to be a facebook user to be able to use this
you can't open up student data and you can't open you know so i mean it's it's really
stepping into really bad territory so
we and and i agree with nuno that we need more maybe more billion dollar companies
okay
to to come and be a part of this right um so that's i'll try to keep this short i know we're
running really long so um i'll just leave it at that okay
Moderator: Very very helpful

and going back to chittanya then i think you have something to add because of you also
have certain background in education and
training and learning at whistling world so uh you'll have to unmute yourself
Chaitanya: yeah um so you know when we when i look at content related

to vr right so and that's pretty much the trust of what we'll be working on for a
while so i just want to show one photo
yeah so if you look at we have four content consumption
platforms today right and when you approach content for each of them you have to
look at the parameters so film is captive community viewing television is non-captive
family viewing
digital is non-captive individual viewing vr um you know what is the duration and
structure the viewing details the fiction content structure whether it's standalone is it
serialized whichever
and then you come to the key bit which is usb what's the key thing of the content that's
created for
these platforms so film and theatrical is a larger than live audio visual narrative spectacle
tv lends itself to appointment viewing
so there's lots of time for story and character development digital because it's a small
screen there is it's non-captive
so it's distractive so it needs to be you really need to grab the audience the first 30 seconds
of any episode extremely important so it's writing has to be really good pace is critical you
can't have a
relaxed edit individually right what do we know about vr and er content as of now we know
two
things we know immersive and we know interactive so there is a significantly high level of
immersion which
you know comes with its benefits and then there is a significant high level of interactivity
which you can decide
how much you want the user to control the only way you're going to know what
additional uh content characteristics usps vr content has is to make different
kinds of vr content and uh you know fail repeatedly and fail
fast so you have to make it make it and make it and make it and make it and you will then
start to
see global best practices emerge and the underlying hypothesis is that human beings are
natural storytellers
if we are able to wrap our head around the technology of the time we can tell a story now
whether it's
taking a piece of charcoal and drawing in the cave or whether it's a complex 360
you know workflow pipeline so and that's our goal what we want to do is take the 17 18
19 year old students
and give them a thorough thorough exposure to the workflow and the technology and then
tell them go create content as you feel fit and you know we will start to see uh
usps of cinematic vr fiction content emerging and that's how we are approaching it
right so yes we know some things but i would say we know less than 15 percent of what
the final body of uh you know fiction vr content is going to look like
Moderator: sure thanks thank you

for that uh so i think moving on to the last question uh for this panel uh it was more about
monetization right
uh i'm sure you know that the mobile especially knowing that for mobile right the system
the app stores are pretty mature enough right for b2c distribution you have a big platform
you have millions and millions
of users who are using ios who are using play store and and there are multiple ways
developers slash content creators slash
brands can actually monetize the experiences and content that they are creating but when
it comes to xr what do you
think is the best way for developers and content creators to monetize and and obviously
the the existing monetization
techniques like the videos that we have the pre-roll the front row and the back roll how
how do you think that will
shift when it comes to marketing advertisements and promotions in the in the xr space
Chaitanya: so uh i want to just quickly add to that so i spoke about monetization a little
bit earlier when i
was talking about subscription uh you know actually having people
subscribing to digital uh to uh cinematic vr content that's one way so you you're going to
have the consumer paid in one way or the other either they're going to pay money or
they're going to pay through that
eyeball time right where essentially they're watching content and you know some ads are
coming
their way that what are the two ways now in my opinion you should charge them money
so
that you can avoid the advertising right i am a subscription guy i believe that
people should pay for the quality content that they want to consume that way there is no
distraction they know what they are getting and they know
what they are getting into so i think that you we actually need to develop a good
uh subscription content ecosystem which hinges on two things right so what uh mentioned
as well which
is good high quality streaming and a nice lightweight devices which is not
a shoebox on the head once you've got those two then building a content bank
and setting up a nice subscription ecosystem is not that hard once you crack that
piece so in my opinion that is where i think it will go i would rather have people pay money
rather than pay through their time
Nuno: but in the meantime to monetize as

arnav is saying you need to provide content right you need because we are
not there yet right we still have a shoebox in our head um but regarding
monetizing nowadays it's all um and i thought regarding myself i start on the consumer
directly uh with an app and as i told you it was featured by apple featured by google it
was elected the best irm mobile game in the world and it was very profitable
but compared to the other games out there like it's one percent right and so the
consumer market it's not there yet so to all ar developers uh
it should be a relationship with brands uh on our site everything that we do with
aer and 5g it's all attached with telcos and manufacturers so they are the ones that are
providing
uh paying for the experience that's right really to be at the edge of innovation and to start
educating the consumer in how to interact in the future right we can think when it was the
transition from tv to uh uh internet right with all of the companies are jumping into
websites now they do they need to create a website with a video with interactions the
same thing is
happening with ir and brands cannot miss this step right um so the best way to
monetize is really to create simple and very engaging experience that
find a solution for a brand problem right and to be the brands to paying or to investing
on these um on this content
Moderator: sure thanks i think uh starting with

dave first and ending with niraj uh what is your perspective on how developers content
creators can
basically monetize on experiences that they're creating
Dave: um well i'll step into the the marketing
part for a second because this i know this is nero's spot but i'll just add a very kind of
maybe unique part to
that is that i'm a canadian okay i live in japan okay and i work in noida okay so
i'm i'm i'm a global citizen i'm i'm this is the way that the world works
right now okay i'm not particularly unique in that way but i am very much a
visible minority in this company in this country okay you know i'm a native english
speaker okay and and i obviously don't look japanese okay so
but the problem for me is that there's nobody marketing to me all right so they're losing
out on my
spending power um they you know and i'm not being taken care of and that's
one thing that the technology like this that if you have the an ar app that you would be
able to market in
japanese but you'd easily be able to do that in english as well and that's going to capture
somebody like me and there's more of me
these days and i think that's good i think that this type of technology can help and i think
neras would can finish this
off
Neeraj: okay yeah yeah thanks thanks uh thanks dave i think i i would have a
very very clear perspective and since i'm reading this ecosystem day in a year talking to
a lot of partners and all the
partners who actually come to us uh with the sole goal of monetization so the first area
where they can
actually make money is thinking creative for our brands right and using the existing ar
core arcade to
build solutions for our brand so first feedback is to start thinking categories whether it's
jewelry
or makeup or beauty and start creating a lot of pocs and solutions out there
right and now what we are seeing is not just urban india but vr would have a very strong
role to play when it comes
to the tier 2 and the rule market as we see india on the urban lens we're sitting on
content we are almost like a content surplus when it comes to urban right rural is living in
death of content so
look at this use case wherein oculus was being used in rural targeting elderly people and
making them do that
char dhamyatra so they can sitting in the rural pockets they can put on oculus and they
can
actually go around all temples in india right which is something is like a dream come true
this is a very unique use case which any
brand can ride on partner with an oem ecosystem someone who's uh
sitting on these hardware devices leaves it out or maybe when jio launches geoglass and
me and arna we are talking
about a lot of these instances where we can lease out the hardware because most of the
brand would be reluctant to invest and purchase the
hardware so lease out the hardware blend it with activations which you are running in
rural pockets or urban pockets
and create some kind of an experiences for those audiences right so whether it's thinking
creatively when
it comes to ar and building solutions out there or blending your technologies like we are
with your existing activations and
creating solutions out there or the most important one which i am pretty bullish about and
what
nuno also mentioned was about integrating ads onto existing audiences who are playing
games
out there right whether it's an ar game and the classic example right now which stands in
front of us is
what we did very interesting with the jio gaming team wherein we got the mountain dew
gaming
console completely integrated into jio gaming and this is now available to audiences who
are a 1500 rupee phone so
imagine with jio glasses coming in the similar experiences can be actually built in the entire
mountain dew gaming
console can move into the mr space and now people can actually have that 3d feeler to it
and you can do fancy
integrations inside the game so while somebody is playing the game you would have
bottles falling in you can have
brandings running out there so in terms of monetization i think gaming is a low hanging
uh would you call a sector which i am
personally bullish on and as and when as as we see this entire market is so dynamic so a
lot of things
will pick up a lot of things will fail and add opportunities always going to be around right
so these four or five areas
is what we are marketing now ar and vr solutions into another area we are working on is
uh i've just created my personal metaphors at home so i i relay a lot of my presentations
using
those metaphors right initially when i did it it was more like a gimmick to get my clients
excited
and now i'm sitting on use cases so suddenly client would tell me we want a similar meta
verse because of kovid
giving it absolute wings so clients are actually coming back to me and saying that where
are you presenting from this is
almost like a different universe why can't we create a similar metaphors in our office and
do some kind of uh
activation with our retailers and get them excited right or a cxo making an address to our
larger
audiences out there or virtual events so if pepsi has bhaksha they can get bacha to wear
those jio glasses and run
kind of an mr blended meta wars event so thoughts are wild and there's a lot of uh
thoughts around this entire
space and monetization obviously is the key but the core goal is to look at brand's problem
statement and
keep coming up with solutions thanks nina thank you be there i would just log in with my
metaverse as well so
i'm going to shut it from here and get into my metaphors sure and i think just a follow-on
question there obviously there's a big talent pool of developers we guys are more than
willing you are more than willing but how do
brands perceive this and and what are we actually doing to kind of spread that awareness
within these brands who will
actually start kind of investing in this kind of a technology and further that will give a big
push to the developer ecosystem i think
presentations we actually do it from the studio here as part of the voice and video initiative
which we get the gunning for so so
that's it it's all evolving you know it's definitely beyond uh ar like everyone here maintained
that ar is
like pretty much bread and butter but vr and mr are going to make involved in doing it
market soon with 5g coming in
Moderator: i think yes in the interest of time i think we should end this ever so any closing
comments by the panel members
Nuno: talk about regarding monetization and we are forgetting in here the future for sure
is going to be
subscription right and we are not in this i don't know subscription for brands which
will be weird right uh but for content entertainment content it's going to be the future
people are
not playing for one movie uh the they lost the habit so in the future
even either if it's vr or ir it's going to be experienced provided by subscription
for for sure but not at this moment at this moment the monetization on ar it's all about
brands
marketing campaigns and the conversion with their consumers
Moderator: sure i think any any closing comments from dave
Dave: i'd just like to say thanks to neras for for wearing a super dry japan
um shirt today i i think that was for me thank you
Moderator: thanks dave today i need your comments you'll have to unmute yourself
Chaitanya: yeah so i think uh we kind of covered it pretty well so um you know it's it's
honestly it's
really about experiences now whether it's getting in one place experience or it's you know
moving around shooting
stormtroopers in you know star wars voyage location based experience game it's all about
experiences content based
experiences so and that's really what we want content creators to focus on
thanks thank you i think
Moderator: thank you all speakers uh we'll just quickly scan the
chat if there are any questions from the from the from the attendees and guests
uh i'm just scrolling up uh i think a
question for david just working
question but the first one is what are the key matrixes that have to evaluate what will
evaluate the learning
experiences sorry who was that for i i didn't i only
got half of that question uh so dave this question is for you okay yes so the question is
while
working with immersive learning experiences what are the key matrices to evaluate
learning outcomes i guess uh
Dave: well i mean yeah i mean that's what we're looking for is the matching to the learning
objectives that
you want to do okay and uh if it's curriculum alignment that's great
all right and then making sure that there is some some understanding of what's
happening in that world and and and that you're driving towards something it's not just
about putting a headset on somebody and putting them
at the taj mahal and saying hey isn't that great okay you want to make sure that you're
driving the learning
towards something and that you have actionable results from that that that can help inform
you as a
teacher on on what um you know where where the gaps are in learning
and then i can it's actionable i can i can spend two minutes with somebody and say
listen you're missing this part that part and they go i got it and that's good okay so it's
about making the teacher
time more efficient that's all
Moderator: sure thanks for that i think uh one last question

for all the panelists here's in the marriage of ott and ar vr what sort of content and ad
formats do you see gaining the most it's more a technical question about the
formats and and ad formats technically
[Music] that you can take the ad formats here
Neeraj: that's a question from my team only yeah
Chaitanya: if you look at it it's actually

a vr is actually the next content consumption platform after rotating right so even though
there will be the the kind of content which you see on vr will be similar to ott which will be
more an equal amount of serialized and non serialized content but the immersion factor
will be
significant significantly higher so your uh your advertising should be
more uh content integrated rather than actually separate so you would rather have
branded
um content inside regular fictional content that you're seeing
that's the way that i would go i wouldn't want to run pre-roll and post pro lag in vr
experiences in fiction vr
experiences in uh not at all i don't think that's the way to go i think it should be more
subtle it should be more uh integrated into the content
Moderator: sure so i think more product placements and and contextual 3d ads is the
future
and the geo test are also kind of building such engines where in which brands but
also developers to kind of integrate their these sdks within their applications and have a
have separate revenue stream
companies yeah
Chaitanya: and in that also actually what neither said and what nuno's fears are i kind of
agree with that you can't have uh somebody attacking i doing iris tracking and then
suddenly when the
pupil dilates you know shove and head in the middle of it's weird right you can't you can't
do
that so i mean yeah you're gonna have to figure out figure that bit out but other than that
broadly that's how i
would look at it it should be integrated into the content
Neeraj: sure yeah it definitely has to be a

smart integration like the way i mentioned while you're playing the game or any other
you're watching any content
it's not going to be like bugging experience where that is going to come in between but
it's going to be
smartly integrated with an existing content which you're watching even in the existing
gaming indications
what we're doing is
and stuff like that it's not that we disturb the gaming experience in any form so ad format
would be more
consumer friendly than to make money is what i would say because initially if you go too
much with payroll it will kill the media
Moderator: sure i think thanks thanks for all the for all sharing all the excited
Summary of -- Future of Immersive Reality and XR on Different Media Platforms | Panel
Discussion 2 | JioTesseract
-- Microsoft, FB, etc have realised that to scale up extended reality (XR) globally, they
need to focus on mass market and hence they are working on consumer version,
applications and experiences that will appeal to the masses.
-- Just like radio then video, the main way of entertainment content is going to be
augmented reality (AR) especially with 5G coming in. So basically companies are trying to
add layers to the real world with each layer giving a unique experience.
-- In the next 4-5 years, as 5G becomes mainstream and the AR VR hardware improves
(no more huge headgears), there will be a massive learning curve in immersive just like
what happened with digital content from 2014. So, watching VR content in public transport
for eg will be commonplace. So, seralised immersive content will become commonplace
just that they will have even more variables than in flatscreen contents today.
-- The focus should also be on content creation so for eg Jio VR lab is working towards
creating the firsts generation of cinematic VR filmmakers.
-- There will be 5 broad levels of content: 1) Location-based VR experiences(highest value,

lowest volume)
2) Tethered and seated multi-sensory experiences (pod with smell coming in+ physical
movement in addition to sight and sound)
3) tethered hmds (this will depend on the strength of wireless connectivity)
4) wireless connected hmds (main thrust in content)
5) mobile plus headset (lowest value and highest volume)
it's up to the content creator to figure out what is the kind of content they are making and
which ecosystem or which business
model the content fits in
-- For education though, it might be different since there is is more about removing
distractions. Instead, the focus is more on experential learning. But there are researches
on how technology is going to be all-prevalent and therefore students must be prepared
accordingly.
-- As for advertisment, the involvement of VR has largely been B2B so far. But once it
moves to the consumers, AR could become a gamechanger even to the extent of having
3D metahumans for eg who will allow for you to watch matches together virtually.
-- In education, depending on subject and complexity, a mix of AR and VR can be done to

help students get immersed in concepts or 'experience' them firsthand.
-- Nuno (during the discussion) however says AR and VR shouldn't alienate people. So for
eg: use of AR/VR headsets during transport or our 3D avatars going to concerts will be
not good.
-- However, a significant amount of that thing is already happening. In UK or Holland for

eg where people are watching football matches and concerts live using their avatars. This
will become commonplace because fans don't want to travel long distance while the event
organisers want to monitise as many attendees as possible which wouldn't be possible in
real world.
-- And the mobile content consumption will also be format-based. Maybe snackable, bite-
sized videos and short films that people don't pay for today they might tomorrow because
it has become more immersive.
-- A lot is happening in the VR gaming space already, and if brands can figure out data
and gdpr compliances, there are a lot of possibilities to reach out to consumers there also.
-- Apart from other areas like phyiscal immersion, technical immersion etc, content
creators will have to now figure out cognitive immersion and create appropriate content.
-- Camera-based marketing like retail scanning etc already on the go.
-- Esentially, vr is here to stay and AR is really picking it up
-- On the developers front, they should start thinking more from the brand point of view
than from product point of view. In terms of ideation, sky's the limit. So it has to be
focused. Focused on problem statement of the brand.
-- As for AR creators, they need to think of terms of adding another layer of reality, how
it will interact with the consumer, and basically to improve the consumer experience.
-- There, of course, is always the risk of data being misused.
-- Going forward, content in AR will need to arrest the viewer in the first 30 seconds. For
that, what elements you need to add, the flow etc...content creators need to try and
innovate until a global best practices doc emerges for eg. So there's a lot to figure out in
that aspect.
-- In terms of the XR future, consumers might have to pay in 2 ways: Either subscription-
based or eyeball time.

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Understanding

- Necessary to identify the problem statement

Tech Consulting MICA Training

Presentation or section title 4

How do I engage with my existing

How do I convert audiences an

Tech Consulting MICA Training 5

Tech Consulting APAC Training 6

Tech Consulting APAC Training 7

Pillars of Data Governance

People & Processes

New Consumer Acquisition

Align with key KPIs to be driven

Data strategy Tech stack CRM Ecommerce CDP

Transforming Consumer Engagement for L'Oréal 13

Presentation or section title 14

Campaigns Virtual Tryons on YT & FB Live Streaming Sessions Shopalyst

Transforming Consumer Engagement for L'Oréal 15

- No way to identify the overlap of audiences

- No way to size the overall universe

- No way of measuring the funnel – no-platform to off platform

- No way of upselling cross-selling

- No way of personalizing our communication to the persons

MICA TRAINING TECH CONSULTING 16

- Data unification – One view of the consumer

- Segment the consumers

- Personalize the communication to the segments

MICA TRAINING TECH CONSULTING 17

CAMPAIGN PROSPENTSITY PROGRAMMATIC & DIRECT

SALON/ SELECT SINGLE

ADH CONTENT ADAPTATION

DMP / CDP / - Thursday - Saturday

GOOGLE CLOUD Beauty Maven

3P DATA & DATA - Thursday - Saturday TREE

PARTNERSHIPS` Nightlife Enthusiasts

UNIFIED DATA PERSONALISATION CX + COMMERCE ATTRIBUTION

- What would be your starting point?

Tech Consulting MICA Training 2

Presentation or section title 5

Saw Ad on YT/Social Visit brand site Call dealer insurance

Trigger Consideration Evaluation Purchase

Ad was seen (Zapr) audience, look-a-

Set By : Publishers ( Amazon,

§ IDentity For Advertisers is the individual and

§ While IDFA is for iOS devices, AAID is for

§ Serves similar functionality to the cookie, but

§ In many markets, a majority of add impressions

First Party Data Second Party Data Third Party Data

CRM data Media placement data

Exposure & Customer

COOKIE RELIANT DATA SIGNALS

Presentation or section title 14

3rd Party Cookie 3rd Party Lookalike audiences Current forms of

Reach & Brand Lift Platform 1PD Custom

3PC 3PC Lookalike Sequential / Dynamic

Contextual Universal IDs &

Preparing for Location-Based Targeting Hyper-Local Targeting

1st Party Data

Clean Room Solutions

Location Behavioural Cohorts

Clean Room Solutions

Clean Room Solutions requires

Location-Based Targeting 500k Customers 3m Customers

• Bridge with Google is exclusive to GroupM.