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Emma StorbackaCEO, Avaus@emmastorbacka
All about in-housingSpeed, control and long-term brand building
Data & Technology
Experience Design
AlgorithmicExperiences
Avaus facts: 150 experts // 3+1 offices // Revenue 2017: 16,1 MEUR
3
Hygiene or future-proof?
Technical Backbone
Way-of-working
Customer Experience
Business Impact
Algorithmic Experiences
Decisions Based on Insights
Efficient Targeting & Personalisation
Hygiene
Targeted
Orchestrated
The journey towards algorithmically orchestrated experiences
What we do:
Capability creation
● Marketing Technologies
● Data Science & AI
● Way-of-Working
Value Realization
● Growth Hacking
● Marketing Operations
● Omnichannel Performance Marketing
Future vision
Innovation: AvausX
● Vision & Strategy
● Roadmaps
● Transformation programs
We are all seeing a trend...
In-housing - not only of media buying
62%Of brands say that they will take all programmatic media buying in-house by end of year 2022
Source: Adobe, December 2017
27%27% of brand say they don’t get any help from outside agencies (up from 13% in 2016)
Source: Society of Digital Agencies, 2015
45%Of brands in IAB USAs survey have completely or partially created in-house programmatic capabilities
Source: IAB, May 2018
In-housing of programmatic advertising:
Control and transparency of advertising spend as the main benefit drivers
8Source: Iab USA - Programmatic In-Housing
More than a trend - a matter of survival
● From local channel optimization to audience optimization
● AI & Machine Learning: Not only incremental improvements
● Brand advertising becoming programmatic and 1:1
● Individual customer strategy: sell, serve or retain?
#algorithmic_experiences
Personalization done right will deliver up to 10x marketing ROI
Case: Lenovo
Algorithmic retargeting
Source: Lenovo at Adobe Summit (Link)
Systems that learn changes what data means for marketing
● AI / Algorithmic Orchestration of customer experiences will need all the data
● Own or publisher-/media agency owned algorithms?
● “Big Brain” vs “Small brain” AI and Analytics
>> In the big scheme of things - this is not a question of advertising efficiency
#algorithmic_experiences
● Omnichannel marketing enables personalization
● Personalization at scale and in omnichannel environment puts high demands on orchestration across channels (paid and own)
● Analytics / Algorithms will do the decisioning (no human can)
● Channel silos must first be teared down → In-housing not only media buying but all “experience orchestration”
#algorithmic_experiences
The complexity of omnichannel orchestration demands the end of the siloed marketing org
● Technical & Analytical understanding ever more important
● Paired with strategic understanding of how to apply technology
● Not a question of long-term sales activation but cumulative brand building
● (Typical) Agency model does not allow for proper strategic long-term thinking and development
● New breed of insourced inhouse agencies born out of this need
#algorithmic_experiences
Creating business impact will require math men, not mad men
...and the usual reasons (but these should only be considered additional pluses)
Regulation (ePrivacy, GDPR)
Security (Owning & Managing your own data)
Walled Gardens (Google, Facebook)
Media business model (media spend main driver)
Inhousing puts more demands on you
Not all of it is easy - what to manage “in-house”?
17Strategy Legal / Relationships Hands-on work Tech & Data
18
How to avoid the
Ferrari in the Garage syndrome?
19
Marketing organizations do not fail because ofTechnologyProcessesPartnersTalent
They fail because of lacking strategy and /or lacking leadership to execute on the strategy
Thank you!Material and links to sources / reading on my LinkedIn!
linkedin/emmastorbacka