1、An R3 Reportcrm&the importANCE OF PRIVATE TRAFFIC CRM與私域流量的重要性MARKETERS shift toward more intensive,ground-level marketing tacticsWhile China has been steps ahead in many areas of marketing(i.e.,social,mobile,O2O,payments),Customer Relationship Management(CRM)and the use of data and analytics in tar

2、geted customer engagement and retention are areas that have room to develop.After years of rapid,expansive growth by brands in China,marketers are now looking for ways to extract even greater value from their hard-earned customer pools.This trend towards CRM represents a shift in tactics toward more

3、 intensive,ground-level marketing.It also mirrors an increased interest globally on connecting first-person data with more targeted marketing and messaging.In this report,we look at how brands can increase their Private Domain Traffic and the role that micro-influencers and customer service play in

4、growing brand-owned data pools.市場主轉向更為集中、更底層的營銷策略雖然中國在許多營銷領域（如社交、移動、O2O、支付）已經領先一步，但在客戶關系管理（CRM）以及在客戶互動參與度與保有度的相關數據使用與分析，仍有一定的提升空間。各品牌在經歷了多年在中國的快速擴張后，市場主現在正在尋找方法，從長久以來積淀的客戶群中挖掘出更大的個體價值。這種對客戶關系管理需求提升的趨勢，也從另一方面顯示了市場主在其整體營銷戰略上的策略遷移，即轉向更為集中、更底層的營銷。這也反映了全球范圍內，對于將一方數據運用在整合營銷及營銷信息傳遞的使用上，有了更高的期待與實操需求。本報告中，勝三

5、管理咨詢進一步研究了品牌如何提升其于私域流量的使用及價值，KOC和自有客服如何提升一方數據池及豐富相關數據標簽。3CRM&THE IMPORTANCE OF PRIVATE TRAFFIC cultivating owned communitiesfor greater engagementPrivate domain traffic(also referred to as private-controlled flow or private channel traffic)refers to users already connected to a brand through a socia

6、l account,a common forum or registered into a brands Loyalty/CRM program.Brands looking to tap into private domain traffic are building owned social communities with select groups of engaged,loyal customers and bringing them into invitation-only groups,forums on social platforms such as WeChat and W

7、eibo.Alternatively,where other contact details are provided,brands are sending these groups exclusive offers(as direct messages on Tmall or SMS).By concentrating more attention on these select,private groups,a brand can develop greater engagement and affinity and activate more repeat purchases.私域流量池

8、指的是通過社交平臺、公共論壇或自主在品牌的官方渠道注冊的用戶。私域流量池也可以被簡單理解為，已經留存于品牌CRM系統內的消費者。品牌通過互動分級制來定位不同用戶的忠誠度，并將他們輸送并綁定到不同級別的微信/微博私域群組中。與此同時，因為已經獲得了此類消費者的具體信息，因此也可以提供更針對性的獨家優惠（如短信或淘寶1對1私信）。通過將更多的注意力集中在這些精選的私域組群，品牌可以提高參與度和親和力，并刺激更多的重復購買。培養自有社區，提高用戶參與度DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES4The value of private tr

9、afficcontextual targetingUser tags can be classified and managed,so that the content can be distributed in a more accurate and targeted manner.“Noise”received by users can be reduced.There are two main aspects of classifying users and distributing them in a targeted way,their WeChat official account

10、 and mini-program matrix.retargetingPrivate traffic enables brands to increase user retention and stimulate repurchase.The focus for marketers is to stimulate old users to buy more and cultivate their own loyal users,and carry out cross-selling,recommending relevant and possibly needed new products

11、to existing users.EXTERNAL TARGETINGThis is achieved by interaction and fission between users.A common example is“sharing and receiving coupons which can be obtained by both parties.”The invitee adds a new user to the brand ecosystem,and sets them on the path-to-purchase.Using an official account an

12、d mini-programs with different themes,properties and functions,brands can classify users and adjust content and features that align with each groups interest.A sales consultant asks connections to buy more products,directing them to e-commerce platforms.Coupons are a popular way for brands to initia

13、te external targetin,growing the strength of their connection to intimate groups.私域流量的價值5CRM&THE IMPORTANCE OF PRIVATE TRAFFIC 內容定向可以對用戶標簽進行分類和管理，從而使內容能夠以更準確、更有針對性的方式傳播。用戶收到的“噪音“可以減少。對用戶進行分類并有針對性地進行分發主要有兩個方面，微信公眾號和小程序矩陣。重新定向私域流量使品牌能夠提高用戶保有率并刺激回購。市場主的重點在于刺激老用戶購買更多的東西，培養自己的忠實用戶，并進行交叉銷售，向現有用戶推薦相關的、可能需要

14、的新產品。外部定向這是由用戶之間的互動和裂變實現的。一個常見的例子是“分享和接受方皆可獲得 優惠券”。被邀請者在品牌生態系統中增加了一個新的用戶，并使他們走上了購買的道路。DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES6The concept of private traffic often involves the use of KOCs(Key Opinion Consumers).KOCs are individuals who belong to an interest group or community on social p

15、latforms like WeChat,Weibo,Tmall or Zhihu,where interests,products and brands are being discussed.These influential consumers are conscripted by brands to sell and advocate on behalf of products.They help seed products into communities and groups they are part of(namely on WeChat)and encourage group

16、 purchases.These types of micro-influencers(power-buyers)have always existed online in China.Group buying and user-get-user incentive schemes have long been an important part of generating sales for brands.In recent years,the direct-selling platform Pinduoduo has dramatically impacted the expectatio

17、ns for user-get-user,social selling.The goal in working with KOCs is to identify people who are already authentically talking about your products,and find ways to further incentivize and support them.The aim is to transform the casual buyer into a more vigorous advocate for your brand.Ultimately,act

18、ivities centered around private domain traffic need to be put into perspective.As bottom-of-funnel activities,they should occupy a modest amount of attention.Unless that brand has a very full funnel,these activities will quickly reach their limit.Key Opinion Consumers&the Power of Social selling KOC

19、及社交型銷售的力量私域流量的概念往往涉及到KOC（關鍵意見消費者）的參與。KOC是指在微信、微博、淘寶或知乎等社交平臺上，討論興趣愛好，品牌，產品的個人用戶。品牌試圖通過與其產生關聯，并利用他們的影響力，去影響更廣大的群眾，進而達成新產品/品牌的宣傳和銷售目的。其實如今的KOC 也就是本身兼具一定的消費能力及影響能力的消費者，自互聯網時期就存在著。長期以來，團購和用戶裂變的激勵計劃，一直是為品牌提高銷售業績的重要組成部分。近年來，直銷平臺拼多多極大地影響了人們對用戶裂變和社交型銷售的認知。與KOC合作的目標是確定那些已經在認真談論你產品的人，并找到進一步激勵和支持他們的方法。其目的是將一般買家

20、轉變為品牌更有力的倡導者。歸根結底，品牌也需要對以私域流量為中心的營銷活動進行分析。作為營銷末端的手段，它們應占據適當的注意力。除非品牌本身擁有完整的營銷及銷售模型，否則單純的私域營銷就將耗盡品牌內部資源與人力。7CRM&THE IMPORTANCE OF PRIVATE TRAFFIC The current variant of social selling using KOCs is interesting for how brands are directly and deeply involved.Numerous market and industry factors look t

21、o elevate this approach in overall marketing strategies.There is a growing need to prioritize short-term sales results over more extensive branding strategies.There is the observation that with platforms like Pinduoduo,social selling is powerful.Frustrations that working with larger KOLs do not gene

22、rate real sales impact.The success that brands have had with Mini Programs in producing sales results.The improved customer targeting,CRM,and data systems provided by platforms.WHAT MAKES A KOC STRATEGY ATTRACTIVE FOR BRANDS?KOC營銷策略的吸引力在哪里？目前利用KOC進行社交型銷售的變體十分有趣，因為品牌直接并深入地參與其中。眾多的市場和行業因素都希望在整個營銷戰略中提升

23、這種方法。市場主被動將更多注意力投放到短期銷售結果上，相對削弱了對于品牌戰略的關注與規劃。據觀察，在拼多多這樣的平臺上，社交銷售十分強大。與KOL的合作并沒有產生真正的銷售影響，因而帶來的失落。品牌在小程序上的取得的成功，即帶來的直接銷售成果。不斷提升的平臺算法，以提供更精準的消費者畫像，行為數據定位等以支持營銷戰役。In the past,retailers didnt have a clear picture of consumer preferences.Consumer segments were ambigiously grouped by historical data in te

24、rms of age,gender,income level,etc.Fulfill basic needsImprove quality of lifeEnjoy shopping excitement/discountsRecommended by KOL/KOCShow uniquenessFunctional goodsValue for moneyAuthentic goodsImported goodsBranded goodsLuxury goodsPrivate labelsPersonalizeditemsTraditionalphysical storesTV shoppi

25、ngadsE-commerce marketplacesBrands officialonline platformsSocialcommerce platformsGaming entertainmentplatformsKOL/KOC livestreamingplatformsGroup buyingplatformsStores backed by retail technologyCHINESE CONSUMERSWith holistic data analytics of individuals,retailers can now push their marketing fee

26、ds to targeted shoppers and groups,based on lifestyle,interest,family status,etc.Brands have a clearer picture of the modern shopper thanks to consumer data across digital footprintsSource:Web2AsiaWhere to buy?What to buy?Why buying?DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES8audience segmen

27、tation strategy Creating alignment from KOLs,community groups,KOCs thru to customersBrands are starting to give the selection of KOLs more consideration based on detailed information around interests and style(on Chinese social media,these groups are called“Quancengs”).These groups can be mapped out

28、 to show how they fit together,how large each group is,and the nuances of each group per social channel.Brands need to take this detailed process and apply it to the audiences within their CRM and followers on social.The alignment from KOL to content to social to customer/audiences reduces friction

29、and signals to the audience that they are where they belong at every point of the consumer journey.For brands still struggling to stand out in Chinas competitive market,this analysis is also a very useful way of sizing specific audience groups and perhaps,making a commitment to own a group/sub-cultu

30、re.STREETSTYLEREBELLIOUSSKATERGOTH/PUNK受眾細分策略建立從KOL、社區團體、KOC直到客戶的一致性品牌方開始更多地考慮根據興趣和風格的詳細信息來選擇KOL（在中國的社交媒體上，這些群體被稱為“圈層”）。這些群體可以被繪制出來，以顯示出他們是如何結合在一起的，每個群體有多大，以及每個社會渠道中每個圈層的細微差別。品牌需要利用這個詳細的過程，并將其應用于客戶關系管理中的受眾和社會媒體上的粉絲。從KOL到內容到社交媒體到客戶/受眾的一致性可以減少摩擦，并在消費者旅程的每個階段上向受眾發出信號，表明他們屬于哪里。對于還在為在中國競爭激烈的市場中脫穎而出，而努力的品

31、牌來說，這種分析也是一種非常有用的方式，可以對特定的受眾群體進行評估，甚至可以投身“擁有”一個群體或亞文化。9CRM&THE IMPORTANCE OF PRIVATE TRAFFIC mini-programs as a gatewayto richer customer data poolsBrands are looking to gain more direct control over customer data and wrest back some power from large platforms that have a near-monopoly on customer d

32、ata and insights.The quest for more control over customer data by brands can also be evidenced by the increased number of mini-programs across a wider array of networks/platforms,and attempts by brands to connect these numerous mini-programs into a singular view,pulling data from all channels into a

33、 consolidated data lake.Brands need to increase the Lifetime Value(LTV)they see from customersBrand loyalty in China has been notoriously low.As the cost of customer acquisition rises,brands need to increase the LTV they see from customers,and therefore are turning to these tactics.Trust and other r

34、isk factorsWavering brand trust remains a challenge.Unpredictable external risk factors encourage an interest in a more exclusive,private approach where information is distributed directly from brand to consumer.For global brands which might fear miscommunications or public gaffes,private channels w

35、ould seem to represent a safer path.小程序邁向更豐富客戶數據池途徑品牌方希望能夠更直接地掌控客戶數據，并從近乎壟斷消費者數據及相關行為數據的大型平臺手中奪回一些權力。小程序數量的激增，也能從側面論證這一觀點。同時，品牌也希望借此將眾多的小程序連接到同一個網絡內，將所有渠道的數據拉到一個綜合的“數據池”品牌需要提高他們從客戶那里看到的顧客終身價值(LTV)眾所周知，在中國，消費者對品牌的忠誠度一直很低。隨著客戶獲取的成本上升，品牌需要提升消費者的客戶終生價值(LTV)，使用這些策略以獲得更多的客戶。信任及眾多風險因素品牌信任搖擺不定仍然是一個挑戰。不可預測的外

36、部風險因素促使人們對一種更加專屬的、私人的方式更感興趣，在這種方式下，信息直接從品牌傳播到消費者。對于那些可能擔心溝通不暢或公開失誤的全球品牌來說，私人渠道似乎代表了一條更為安全的道路。DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES10MAKING CUSTOMER CARE A PRIORITY ISSUECustomers of high-involvement categories such as,beauty,travel,fashion,automotive,and insurance require high-quality

37、knowledge and information.This is especially true as consumers become more cautious about new purchases in a tight market.Personalized messages on WeChat,video product demos from knowledgeable sales staff,as well as 1-to-1 consultations are becoming mission-critical activities.All of these activitie

38、s must be backed up with robust CRM systems and audience segmentation capabilities.將客戶關懷作為優先議題利用產品和品牌知識品牌方應該考慮實施更多客戶至上的策略，在關鍵的購買點配備訓練有素、知識豐富的員工。除了銷售和支持客戶的直接需求以外，這些員工作為更高價值的CRM解決方案的一部分，還可以制作產品視頻、分享圖片、并處理與重要客戶群體的直接聊天。這種高接觸、高質量的方法可以通過增加自動化/人工智能和聊天（機器人）來補充，以創建一個更可量化的CRM計劃。這種解決方案的一個好處是可以擁有更多由品牌直接控制的內容和與客

39、戶之間的討論，而非將這些重要的互動外包給網紅/KOL。Harnessing Product&Brand KnowledgeBrands should consider implementing more customer-first strategies,with well-trained,knowledgeable staff at key points-of-purchase.In addition to selling and supporting direct customer needs,these representatives can also create product vi

40、deos,share images,and handle direct chat with important customer groups as part of a higher-value social CRM solution.This high-touch,high-quality approach can be supplemented with the addition of auto-mation/AI and chat(bots)to create a more scalable social CRM program.One benefits of this kind of

41、solution would be in having more content and discussions with customers that are directly controlled by the brand-rather than outsourcing these important interactions to influencers/KOLs.11CRM&THE IMPORTANCE OF PRIVATE TRAFFIC Perfect Dairy,the DTC beauty brand,has recruited Beauty Advisors(BAs)whic

42、h they have named 小丸子.These BAs are responsible for engaging with customers one-on-one online to introduce products and guide them through the path-to-purchase.While shopping malls are empty in the middle of the day across China,top consultants are busy creating video product demonstrations and live

43、 streaming they are answering questions about product features and solving beauty,fashion,and other challenges.These consultants are often joined by influencers and KOLs in the shop at the same time.It is not uncommon to have more people live streaming from a shop than customers buying.This phenomen

44、on raises the importance of hiring and training smart,helpful and,yes,charismatic staff.Having a training program to enable in-store staff to create these videos,share solutions and answer questions is far better than outsourcing the role of consultant to a paid influencer.A brand doing this well de

45、monstrates authority,confidence,and trust.It is also an activity that can/should be scaled across multiple platforms.The Merging of Video Support&Sales銷售支持與視頻的融合當中國各地的購物中心在中午時分空無一人時，頂級美妝顧問正忙于制作產品視頻演示以及直播-他們正在回答有關產品應用的問題，并解決美容、時尚和其他方面的挑戰。這些美妝顧問經常會邀請網紅或KOL同時在店里加入。在商店里直播的人可能比購買的顧客還多，這并不罕見。這種現象使得雇用和培訓聰明

46、、樂于助人以及有魅力的員工這點更為重要。有一個培訓計劃，使店內員工能夠創建這些視頻，分享解決方案并回答問題，遠比將美妝顧問的角色外包給網紅要好。如果一個品牌在這方面做得很好，則可以顯示出其品牌權威性、自信心以及可信度。這也是一個可以，且應該在多個平臺上執行的手段。DRIVING TRANSFORMATION FOR MARKETERS&THEIR AGENCIES12Audience Segmentation&ServiceThe segmenting and messaging capabilities of mini-programs hold strong potential for b

47、rands that are looking to:(1)improve customer service capabilities,(2)add value about products and solution-sets for customers,(3)segment customers.All of the data from mini-programs should flow back to the company CRM system to enable omni-channel customer views.This example(below)from Maybelline s

48、hows how brands are creating advisory and consultation capabilities through mini-programs,and how these solutions can provide filtered solutions to audience segments,based on interests(e.g.,lips vs eyes vs blush).While a large part of this customization can be automated through AI/bots at anytime,th

49、e engagement can be passed over to a knowledgeable consultant.Landing page for mini-programMaybellinesegments audiences by need/interestsAutomated,segmented messaging受眾細分與服務小程序的細分和信息傳遞能力，對希望實現以下目標的品牌有很大的吸引力。(1)提高客戶服務能力。(2)為客戶增加產品和解決方案的價值。(3)細分客戶來自小程序的所有數據應該流回公司的CRM系統，以實現全渠道的客戶視圖。這個來自美寶蓮的例子（如下）展示了品牌是

50、如何通過小程序建立咨詢和美妝顧問能力的，同時也顯示出這些解決方案，如何根據興趣為受眾群體提供不同的的解決方案（例如，唇彩與眼妝與腮紅)。雖然這種定制過程很大一部分可以實時通過AI或者機器人自動完成，但也可以將這項工作移交給知識淵博的美妝顧問。13CRM&THE IMPORTANCE OF PRIVATE TRAFFIC best practice fordriving private domain trafficMaP the PUBLIC domain traffic platform logicUnderstanding the rate of review and activities

51、across different public(open)platforms will enable brands to have a holistic view of their current social ecosystem and inform how to best position activities that will drive traffic to private domains.observe the benefits&challenges of your current strategyMeasuring domain performance and comparing

52、 outcomes will enable brands to maximize their investment.Brands on niche platforms can capture user attention at a lower cost,making it is easier to achieve“single point burst”effect.ensure your decisions are inline with the platform logicReview the Content Format,e-Commerce Attributes,and User Pro

53、files of each platform to understand where they are complementary and synergistic.For example,on RED and Taobao live streaming integrates content and e-commerce,and the link between planting interest and purchase is relatively short,making ROI higher.The user profiles of RED and Bilibili reflect bra

54、nd target demographics,so the cost of obtaining user attention is low.use platform logic to strategically drain trafficBy accurately positioning core consumer groups and comparing year-on-year growth rates,brands can decide how much to invest in diversified marketing channels.RED tends to be more ef

55、fective in converting users through personalized content.Bilibili is strongest when it comes to attracting younger consumers with its focus on trends and aesthetics.Weibo is best for generating overall awareness at a national level due to its volume of users.1234DRIVING TRANSFORMATION FOR MARKETERS&

56、THEIR AGENCIES14驅動私域流量的最佳做法厘清公域流量平臺邏輯理解不同公共平臺的互動率和其他數據指標，將使品牌對其當前的社交態系統有一個全面的認識，并探明如何才能最好地定位能將流量推向私域的活動。觀察當前戰略的益處和挑戰衡量領域的表現以及比較結果將使品牌的投資最大化。小眾平臺上的品牌可以用較低的成本抓住用戶的注意力，使其更容易達到“單點爆發”的效果。確保你的決定與平臺的邏輯相一致回顧每個平臺的內容形式、電子商務屬性和用戶畫像，了解它們在哪些方面具有互補性和協同性。例如，在小紅書和淘寶網上，直播整合了內容和電子商務，“種草”興趣和購買之間的聯系相對較短，使投資回報率更高。小紅書和嗶哩

57、嗶哩的用戶資料反映了品牌的目標人群，所以獲得用戶關注的成本很低。利用平臺邏輯，戰略性地“消耗“流量通過準確定位核心消費群體并比較同比增長率，品牌可以決定在多元化的營銷渠道中投入多少資金。小紅書傾向于通過個性化的內容更有效地轉化用戶。在吸引年輕消費者方面，嗶哩嗶哩最具優勢，因為它的關注點在于潮流和美學。微博由于其用戶量大，最適合在全國范圍內產生整體意識。1234ZERO-BASED BUDGETING How R3 Can HelpIndependent Digital AuditA quantitative evaluation of your Brands performance on Di

58、gital Channels.Questions Answered:What are the gaps in my current social commerce funnel and how can I bridge them?How can I improve the performance of my privately owned channels?Bespoke Digital Ecosystem BenchmarkingA quantitative and qualitative evaluation of your Brands performance on DigitalCha

59、nnels,benchmarked against a bespoke list of competitors,based on Metrics that matter to your business.Questions Answered:How does my Brand benchmark against my direct and indirect competitors?What are the Marketing Best Practice?Actionable Channel&Content StrategyA study of relevant leading brands t

60、o learn from their channel and content strategies particularly social media and e-commerce.Questions Answered:How can my Brand excel with digital content?How to best leverage KOLs and KOCs on digital/social channels?How can my brand optimize e-commerce performance?獨立的數字審計對您的品牌在數字渠道的表現進行定量評估。問題：目前本品社

61、交電商漏斗中與市場最佳案例相比較存在哪些差距，該如何彌補？如何提高品牌自由渠道的商業業績？R3如何幫助你定制的數字生態系統基準測試對品牌在數字渠道上的表現進行定量和定性評估，在重要業務指標上與直接競品進行比較分析。問題：我的品牌如何與我的直接和間接競爭對手進行比較？市場營銷的最佳實踐是什么？可操作的渠道和內容戰略對行業相關領先品牌進行研究，以學習他們的渠道和內容戰略，尤其是社交媒體和電子商務方面問題：我的品牌如何能在數字內容方面表現出色？如何在數字/社會渠道上最好地利用KOL和KOC？我的品牌如何優化電子商務表現？17CRM&THE IMPORTANCE OF PRIVATE TRAFFIC

62、BeijingA 1801,Chaowai SOHONo.6 B Chaowai StreetChaoyang DistrictBeijing 100020,ChinaT+8610 5900 4733F+8610 5900 4732Hong Kong23/F,One Island East18 Westlands RoadHong KongT+852 3750 7980Shanghai2E,Apollo Building1440 Yanan RoadJing An DistrictShanghai 200040,ChinaT+8621 6212 2310Singapore1 Keong Sai

63、k RoadSingapore 089109T+65 6805 4050Asia PacificContact W MediaSydneyLevel 26,1 Bligh StreetSydney,NSW 2000New York79 Madison Ave8th FloorNew York,NY 10016T+1 646 416 8088North AmericaSo PauloRua Jernimo da Veiga 428 conjunto 21 So Paulo,BrazilT+55 11 3071 0678London35-41 Folgate StreetE1 6BXT+44 20

64、 7998 9588MadridLatin AmericaEuropeVelazquez 24 3 izd Madrid 28001T+34 91 702 111319CRM&THE IMPORTANCE OF PRIVATE TRAFFIC About R3What we doWe are an independent transformation consultancy hired by CMOs to make their marketing more measurable and accountable to business impact.How we do itOUR REASON

65、 FOR BEINGIn a word,we are about transformation.R3 was established in 2002 in response to an increasing need from marketers to enhance their return on marketing,media and agency investments,and to improve efficiency and effectiveness.We want to help CMOs make marketing accountable.OUR BACKGROUNDWeve

66、 worked with more than one hundred companies on global,regional and local assignments to drive efficiency and effectiveness.We have talent based in the US,Asia Pacific and Europe and partners in LATAM and Africa.Through global work for Samsung,Coca-Cola,Johnson&Johnson,Visa,Unilever,and others,we ha

67、ve developed robust benchmarks and process targets for more than 70 countries.We invest in the best talent,bringing in senior leaders from marketing,agency and analytic backgrounds.Were independent.Because were not your marketing team or agencies,were empowered to be honest and transparent.We use ex

68、ternal benchmarks.We have proprietary data pools to inform our in-depth analysis.Since 2002,weve interviewed more than 2,000 marketers about their agency relations.Since 2006,weve spoken to more than 80,000 consumers in Chinas top-twenty cities and continue to do so every three months.We have co-dev

69、eloped software to measure agency and media performance.Each month,we exclusively track over 500 agency new business wins,as well as 100s of deals in the marketing M&A space.We have insight into global best practice.We work with companies who want to do best-in-class marketing across diverse categor

70、ies and geographies.We authored the book“Global CMO”about marketers leading Digital Transformation around the world.We maintain an ongoing database of media costs for key markets.RETURN ON AGENCIESWe help marketers find,pay and keep the best possible agency relationships covering Creative,Media,PR,D

71、igital,Social,Performance,Event,Promotions and CRM.We take the lead on improving the Integration process through proprietary software and consulting.RETURN ON MEDIAWe offer professional analysis of the media process,planning and buying with proprietary benchmarks and tools to set and measureperforma

72、nce.We conduct financial audits to validate and benchmark transparency.Using a bespoke and proprietary methodology,we help benchmark and provide insights into how your digital strategies perform in your category and across categories.Driving Transformation for Marketers and Their AgenciesRETURN ON investment