Cloud 4 Marketing

17TH DECEMBER 2020

How data are changing the current and future marketing scenario: Deloitte, Google and Salesforce approach Today’s agenda

Welcome 09:00

Gianluca Loparco Deloitte Digital Co-Lead C4M: how data enable marketing campaigns 09:10 Deloitte Use cases presentation

Elisa Andreatta Matteo Grimoldi Digital Marketing Lead @ Deloitte Digital SF Marketing Automation Lead @ Deloitte Digital

Privacy in a cookieless world 09.50 Giovanni Faccioli Partner @ Deloitte Analytics

Q&A 10:05 Isotta Enrici Andrea Buffoni Head of Advertisers Google Marketing Regional Vice President Platform Italy @ Salesforce 2 | Copyright © 2020 Deloitte Development LLC. All rights reserved. @ Google Who we are

3 | Copyright © 2020 Deloitte Development LLC. All rights reserved. Guided by our aspiration to elevate the human experience At Deloitte Digital we connect and shape offerings around moments in real lives... creativity with technology for business, We bringing empathy, ideas and experiences into all that we do. imagine, deliver, and run

Together across the breadth of our the future, joining the parts of our diverse business to better connect our clients with the potential in theirs... organization we make an impact that matters to our clients and society. To build brands off strong relationships, make good on growth, and create sustainable business futures.

Customer Strategy & Applied Design Discovers and designs The Human Experience, and figures out the moments in the experience, that translate into the transformation journey, made up of innovative offerings that companies put into the market to make rapid impact.

Advertising, Marketing and Commerce Elevates the Human Experience by creating impactful moments across customer experience journeys. Helps brands acquire, engage and retain customers leveraging insights-driven strategies for lifetime customer value.

Digital Customer Brings The Human Experience to life by delivering all the touchpoints needed to make moments happen. We wire up the whole business around each and every moment for greater value than ever before.

GCP uses Google’s analytical engine to +1200 Global experts Google help generate insights from increasing volume and ever more complex data Google Cloud +220 GCP certified We help clients drive real business Deloitte outcome from Google Cloud Google technologies +700 FTEs trained The most powerful solutions come when the gap between invention and impact is narrowed +110 Global experts

GMP helps marketers and advertisers to Google Marketing Google deliver data-driven personalized content Platform +200 GMP certified

Leveraging leading technologies, we help Deloitte clients create ads that get noticed, tailored +40 Local IT experts to company’s goals

We have helped some of the worlds largest brands overcome their Digital Marketing and Data Analytical challengers, backed with our GOOGLE MARKETING PLATFORM strong partnership and knowledge of the Google marketing and cloud stack.

1.000+ 30 2019 Top Global Systems Integrator Award Successful Salesforce Countries Implementation Globally 2019 Global leader in CRM and Customer Experience Services for 5th year, GARTNER 2019

CERTIFIED COMPETENCES & SOLUTIONS 2019 Salesforce Partner Innovation Award for Sales Cloud, FCR Media Belgium 11.000+ 840+ 7 #1 2018 Salesforce Partner Innovation Award, Sony Crackle Certifications Certifications Technical In Fullforce Globally in Italy Architects Solutions 2018 Salesforce Partner Innovation Award, Arcelik A.S.

2016 Salesforce Partner Innovation Award OUR CUSTOMER SATISFACTION LEVEL 2016 Service Cloud Trailblazer Award 9.7/10 Deloitte Digital

Current mkt Companies How to win in Real use cases Build a 1st party challenges goals the arena to leverage on data strategy

• The inability to analyse In order to face current Deloitte’s expertise across We've done it at Have a strong measurement and stitch data together is challenges, data-driven the MarTech ecosystem, Benetton and Bper by where all data are tracked and marketing’s biggest marketing requires a combined with Google’s connecting online and connected based on challenge change in mindset and Salesforce’s extensive offline data to create a behaviour and not on toward individualized capabilities, enable us to unique model able to cookies • 78% of CMO say the most customer experiences. deploy all the MarTech enhance campaigns. Be predictive and be agile critical skill gap in their capabilities required to • Companies can collect and organisation is data Experiences need to be so deliver the future of Scalable data activation unified customer data by science relevant, timely, and marketing: lead to improvements in having the trust from their • precisely calibrated that enrich your customer ROI. customers (explain, be the traditional data transparent, honor ownership) marketing funnel model • create new audiences becomes obsolete • enhance acquisition and engagement campaigns 9 | Copyright © 2020 Deloitte Development LLC. All rights reserved. Cloud 4 Marketing: How data enable

5k Number of 96% advertisements of Fortune 100 C-Suite consumers are exposed members see their to each day ++ Marketing & PR teams 7k as ‘Unwilling or unable’ Number of different 90% to prove ROI of all data has been # marketing technology vendors** created in the last two years+++

1trillion connected -6% devices predicted Marketing by 2030*** 84% budgets fell by of ads are not 6% in 2019* remembered or attributed+

11 | Copyright © 2020 Deloitte Development LLC. All rights reserved. *Gartner Annual CMO Spend Survey 2020 **Chiefmartec.com ***Deloitte TMT Predictions Ehrenberg-Bass Institute’s ’40/40′ research Industry estimate IBM Proof 2018 HOW DATA ENABLE MARKETING CAMPAIGNS The inability to analyse and stitch data together is marketing’s biggest challenge

We asked CMOs what the most critical skill 78% said data science gaps were in their organisation* 68% said analytics

Collecting customer data Actionable insights

• Do you understand the privacy regulations (i.e. GDPR) that • Can data be accessed and analysed in a timely manner to make it difficult to stay in compliance / avoid fines? drive ROI? • 60%-73% of data within an enterprise goes unused for • Is data being infused in all parts of your organisation? analytics. How much of your data is unused?**

Ownership of customer data Technology fragmentation

• Who owns your customer data? • Are you choosing the right tech and channels to gather • Are critical functions in-house? the right customer insights?

*The evolution of marketing organisations, Deloitte, January 2020 **Forrester HOW DATA ENABLE MARKETING CAMPAIGNS And after Covid-19 companies accelerated the shift to a human digital-first strategy

ACCORDING TO ITALIAN CMOs, DIGITAL-FIRST EXPERIENCES ARE DRIVING THE ‘NEW NORMALITY’ SMART INSIGHTS

Changing channel budgets On the brand side, we can notice a

100% 9% 7% 4% 4% 5% scenario that is shaping the ‘New 14% 12% 13% 39% 29% 30% 29% 51% 41% 40% 53% Normality’ by following a digital-first 50% 58% 54% 82% 46% 66% 67% 36% 50% 54% approach. What are the implication 28% 35% 13% 15% 17% 0% of this? We can link some CMOs that decided to switch Online Social & Email PR Trade TV Radio & OOH Press Events the media budget from Adv Influencer Mtkg Marketing Web-radio takeaways: offline activities Online investments are growing Expected budget increase fast and getting closer to the Expected stable budget • This important shift brings CMOs (Events, Press, OOH) global average Expected budget reduction to look at digital-oriented More than 50% of CMOs stated that re-thinking the experience in favor performance metrics (CPC, CTR, of a digital-first strategy is their top priority. Moreover, +45% of CR etc.) responders are already improving their digital properties. • Marketing strategy need to be to the Online Advertising «Performance Marketing will become the heart more holistic than ever of the CMO activities of the future» • Continuous performance Sales & Marketing Director – Consumer Products optimization takes the place among top priorities

13 | Copyright © 2020 Deloitte Development LLC. All rights reserved. CMO Survey 2020, Italy, Deloitte Digital HOW DATA ENABLE MARKETING CAMPAIGNS Why do GMP and GCP matter? In order to face your current challenges, data-driven marketing requires a change in mindset toward individualized customer experiences that are so relevant, timely, and precisely calibrated that the traditional marketing funnel model becomes obsolete

Google Marketing It is the Google accounts for Platform (GMP) helps track largest data average of 80%+ source 60% of Fortune 500 for digital marketing of a company’s digital digital (search, display, and video) marketing spend marketing

Solutions designed to Leader in smart Google’s machine Cloud for meet marketers’ analytics as a service learning expertise Marketing needs

Google Fully automated Openness: hybrid Best security Cloud operations and multi-cloud

Nascent Emerging Connected Multi-moment Customer campaign based some use of owned data integrated and dynamic execution Maturity execution mainly using data in automated activated across optimized toward external data and buying with single- channels with single-customer direct buys with limited channel optimization demonstrated link to business outcomes link to sales and testing ROI or sales proxies across channels

1 2 3 4 5 GMP Solution AdTech In- GMP System Marketing Data Marketing Marketing Housing Integration Governance Data Applied ML Activation

“How can I align my “How do I “How can I clean and “How can I activate “How can I people, process, maximize the organize my first my first party data predict my What problems and platforms to technology I party and marketing to increase the marketing are we solving? deliver on my already use?” data to make it more efficiency and outcomes?” advertising and joinable and usable?” effectiveness of my business goals?” campaigns?”

15 | Copyright © 2020 Deloitte Development LLC. All rights reserved. HOW DATA ENABLE MARKETING CAMPAIGNS Understand how to use Cloud 4 Marketing within GMP We can help creating an advanced data architecture using Cloud Marketing applications for activation within Google Marketing Platform

Assess Design Implement Operate

What are you Where do you How do you How do you run doing now? want to be? start? day to day? First, we start evaluating Secondly, we design a We then deploy GCP- Lastly, we lead the current state of your unified data architecture based data architecture organizational alignment data architecture together with activation including an instance of within your firm and packages for your future BigQuery, and connect it channel change projects to Data Studio & management efforts Analytics 360

+ Increased efficiencies with speed to market

+ Enabled cross Scalable data organization reporting activation can lead to + Activate first party data improvements for advertising strategy in ROI + Increased effectiveness with better data

17 | Copyright © 2020 Deloitte Development LLC. All rights reserved. HOW DATA ENABLE MARKETING CAMPAIGNS Together, we can deliver all MarTech capabilities Deloitte’s expertise across the MarTech ecosystem, combined with Google’s extensive capabilities, enable us to deploy all the MarTech capabilities required to deliver the future of marketing, elevate the human experience and better connect the customer with the business

Enabled by MarTech Capability Framework Google

CUSTOMER Prospect AI-enhanced Content & Asset CRM / Service EXPERIENCE Creative Management MANAGEMENT Content Management MANAGEMENT

ANALYTICS & App Store Digital Site Tagging Tracking Analytics TAGGING Demand-side Affiliate AD EXECUTION Platform Management

Real-time Social REAL-TIME Sentiment & Engagement & Feedback Sales ENGAGEMENT

ACCOUNT & CAMPAIGN AUTOMATION, DECISIONING & Marketing Account MANAGEMENT CAMPAIGN EXECUTION Test, Target & Real-time Pricing & Offers Orchestration Management Personalise Notifications

Outbound Next Best DMP Messaging Action CUSTOMER & CAMPAIGN Customer Data Reporting INSIGHT Attribution Platform

18 | Copyright © 2020 Deloitte Development LLC. All rights reserved. HOW DATA ENABLE MARKETING CAMPAIGNS And we bring it to life, accelerating growth With our knowledge of Google’s technology and those of other martech capabilities, we are able to stitch together the different systems and data that underpin them. We are then uniquely placed to bring this to life for your teams with the right operating model and ways of workings Enabled by Google

OWNED CHANNELS SERVICE CHANNELS OUTBOUND CHANNELS BROADCAST CHANNELS 3RD PARTY CHANNELS

Paid Affiliates 3rd Party Social In-store App Desktop Mobile In-product Phone Live Chat App SMS Push Email Social Search TV Print Screen Sites

ANALYTICS & TAGGING EXPERIENCE MANAGEMENT AUTOMATION, DECISIONING & CAMPAIGN EXECUTION REAL-TIME ENGAGEMENT AD EXECUTION

Content & Asset Test, Target & Real-time Outbound Real-time Sentiment Demand-side App specific Site Tagging campaign Management Personalise Notifications Messaging & Feedback Platform tracking and downloads Data capture Tailored Event, offer and Direct Enterprise Demand-side and distribution Marketing experience lifecycle message marketing customer buying for paid distribution App Store to analytics and AI-enhanced content decisioning and feedback media channels marketing creation & and delivery messaging management (search, social, Tracking Content publishing solutions programmatic Automated display) tagging and cropping based Digital Social Engagement on machine- Creative Next Best Action DMP Affiliate Management Analytics learning & Sales Evaluating customer's past Behavioural data Central content Segmentation 3rd party affiliate behavior / interests to identify Social media marketing, advertising, collection to drive production for consistent repository through advertising & the most effective action st advocacy, monitoring and sales reporting and rich branding and look combination of 1 , traffic source segmentation 2nd and 3rd party data

ACCOUNT & CAMPAIGN MANAGEMENT CUSTOMER MANAGEMENT CUSTOMER & CAMPAIGN INSIGHT

Planning, recording, and reporting of Insight generation and closed Determine how significant moments in the relationship loop marketing enablement Attribution Account or segment planning to Account Management the credit for drive sales or marketing activity. Customer Relationship Customer Data conversions Prospect Management should be Management / Service Platform attributed to Marketing various Pricing & Offers Core customer master and service Orchestration Reporting campaigns solution for storing, maintaining Central offer definition Planning & execution of and leveraging customer data and creation campaigns across channels

Customers who have Annual revenue increase Total returns to shareholders for positive experiences per customer+ companies with above average are**: customer satisfaction scores are up 16% to 70% 1-3 1.0x Improvement in Increase in click email open through rates 15x 400% rates More likely to 1.3x Higher recommend 4-6 than returns from companies with 7 1.5x average scores + 20% 56% 8x Conversion rate Increase in average More likely to 8 1.8x improvement order values trust

9 1.9x 7x score experience Customer More likely to 20% 66% purchase 10 2.4x Increase in Reduction in revenue from campaign execution additional sales turnaround time …are supercharged 20 | Copyright © 2020 Deloitte Development LLC. All rights reserved.

*Deloitte experience **Temkin Group Experience Ratings + Medallia Salesforce + GCP&GMP SALESFORCE + GCP & GMP Introducing Analytics 360 & Salesforce Integrations Introducing Analytics 360 & Salesforce Integrations

Offline events User (sales, Search Ads 360 attributes, stages) Display & Video 360 ML-powered metrics Google Ads and product data

Data Studio

1st party data audiences and events Google Analytics 360

& Audiences Data Reporting BigQuery Surveys 360 Optimize 360

CRM-powered Analytics Marketing Journey Metrics Analytics 360 Audience Activation Sales Cloud data available in Analytics 360 audiences in Analytics 360 campaign data visible Analytics 360 for better insights and Marketing Cloud for activation in Marketing Cloud UI smarter activations within Journey Builder

23 | Copyright © 2020 Deloitte Development LLC. All rights reserved. Benetton Case Study BENETTON CASE STUDY Our roadmap to enable omni-channel capabilities In the last year we focused on these 3 macro areas:

Technology Leverage data driven Competence 1democratization 2 model 3Center

➢ Allow access to tools and information to ➢ Spread and share data driven approach ➢ Creation of «Martech excellence hub» more people. This shifting is supported across all business functions: digital, leveraging digital technologies to by the standardization of process & advertising, ecommerce, social, promote and share digital expertise & systems throughout different platforms customer care, etc.. analytics across Benetton Group brands & countries

25 | Copyright © 2020 Deloitte Development LLC. All rights reserved. BENETTON CASE STUDY Our approach to data integration Together with Deloitte Digital, Benetton followed a multistep approach to adopt SFMC and to integrate it with GA 360 in order to run pilot campaigns

ADD ON ENABLERS TO LEVERAGE SF AS IS & TO BE BUSINESS & & GA 360 INTEGRATION: 4MAPPING TECHNOLOGY ASSESSMENT 5 Website tagging PERSONAS IDENTIFICATION PRIORITIZATION Import offline data 3 MATRIX6 Golden Customer key

CUSTOMER JOURNEY Skills enhancement CUSTOMER LIFE DESIGN 7 CYCLE MAPPING 2 POWERED BY: EXPECTED RESULTS: ➢ KPI’s monitoring

➢ Omni-channel Data CHANNEL BUSINESS GOALS visualization (report & ACTIVATION dashboard) IDENTIFICATION 8 1 ➢ Data insights

26 | Copyright © 2020 Deloitte Development LLC. All rights reserved. BENETTON CASE STUDY Customer Journey: High Value - Low Freq Customer Customer Journey goal: increase purchase frequency of loyal customers

Website browsing Andrea clicks the sms and start browsing on Benetton website T- In store walk in WEB SHIRT category to complete the look After 3 days, Andrea receives a newsletter with a selection of products he previously viewed online, inviting DEM him to try these products to the Product recommendation closest Benetton store near his studio Andrea receives a thank you sms for offering him a special gift the last purchase giving him a free SMS shipping promo code to use for next online purchase to complete the look In store purchase Andrea goes to Benetton store Andrea STORE close to his studio, tries and buys two T-SHIRTS and receives a special gift 31 Florence Loyal TRIGGER customer MAIL Andrea is an architect that lives in Florence. He usually goes to the ADV Benetton store close to his studio and recently he bought new collection

item Audience created matching two Audience that clicked the sms and do cluster: who previously purchased new not purchased. Show them previously collection in store & “ HIGH VALUE – category browsed and store LOW FREQUENCY” cluster of the geolocalization previous month 27 | Copyright © 2020 Deloitte Development LLC. All rights reserved. BENETTON CASE STUDY Benetton technical vision Set of actions that has been implemented to orchestrate Big Data, Cloud and Digital Advertising for Benetton

28 | Copyright © 2020 Deloitte Development LLC. All rights reserved. BPER Banca Case Study BPER CASE STUDY BPER Banca marketing evolution roadmap The aim of BPER Banca is to evolve towards an omnichannel experience, driven by the moments that matter to customers

Marketing silos with no offline- online integration, where channels are the drivers campaigns

Optimization of the Communications based Optimization of 1st party moments of contact on customer attributes data available to Marketing 30 | Copyright © 2020 Deloitte Development LLC. All rights reserved. BPER CASE STUDY Technological enablers of the transformation The supporting target architecture will be delivered in 2021 and leverages the partnership with both Google and Salesforce maximising benefits and accelerating transformation

Native integration with CRM

MARKETING CLOUD DIGITAL CHANNELS Automated processes Google Platforms Email Studio Mobile Studio Web Studio Website Mobile Channel orchestration Advertising Einstein for Social Studio Studio Marketing Email SMS

Journey Builder Internet Omnichannel communication Banking ATM

Social Personalized content media

PHYSICAL CHANNELS Reporting FINANCIAL SERVICE CLOUD Contact Consulenti Filiale Center Finanziari Cookie-pool expansion

31 | Copyright © 2020 Deloitte Development LLC. All rights reserved. BPER CASE STUDY Customer Journey: New Customer – Digital Loan Customer journey goal: increase awareness on the new digital loans online to the new customers

Browsing digital loans Apply for a loan WEB Andrea clicks the link and decides to browse on the digital loans to buy After having seen the full Welcome Email his new car. documentation, Andrea decides After having completed the to reach the bank’s website and DEM procedure to create an apply for the loan he was account, Andrea receives a looking for welcome email by his bank. SMS Download the info After 3 days, Andrea receives a DEM with a selection of options that he had viewed online and STORE Marco inviting him to download the pdf with the complete information.

43 Milan New TRIGGER Customer MAIL Marco is a business manager that lives in Milan. He often pays ADV with contactless cards Audience created by the cluster “NEW and completes his CUSTOMER | Digital Loans” of the purchases online using previous month mobile apps

Why privacy is so important during the pandemic and beyond

What we’re doing at Google to help your business thrive in a changing environment

And how tools like modelling and first-party data can help Online tools have been a lifeline in the Lifeline for lockdown Lifeline for everyday all of businesses... us... Use of tech has leapt forward 5 years in 8 weeks 200%

30X Increase search interest for online shopping and 60% how to buy online Increase in worldwide Google Meet and Increase in other video calling internet usage Online tools will be the catalyst for the comeback As more people go online, protecting their privacy is even more critical. Consumers need it

Why is privacy so important now? Searches for online privacy grew more than 50% YoY from 2019 to 2020 Businesses need it 62% of customers expect companies to adapt based on their actions and behaviours.

Salesforce - State of the Connected Consumers 2019 Businesses need it 80% of customers are concerned or cautious about sharing their data online.

BCG - Leveraging GDPR to become a trusted Data Steward 2018 Advertisers Consumers

Data stewardship Trust and permission and transparency Value Exchange to use data How can Google help? Privacy: what is happening? Proprietary + Confidential

Regulatory Changes Technology Changes

Regulations such as GDPR and Increased restrictions are impacting CCPA are impacting how data can traditional data collection (e.g. third be collected and used party cookies and device identifiers) Phase 1 Strong measurement MeasurementProprietary + Confidential Why?

Regulatory Technology Changes Changes

Cookie Settings

Attribution € € € € € € € € € € Confirm Bidding Selection € € € € €

Advertiser consent Cookies passed If we cannot observe banner on website or not passed that data, we assist to a Less conversion data to Less confidence in drop in measured feed downstream bidding and conversions systems optimization

This is a mock-up: It is neither a best practice nor vetted to conform with GDPR/ePrivacy Directive MeasurementProprietary + Confidential No silver bullet

Leverage on multiple technologies

Increased Be Ready to modeling adapt Measurement Browser changes

Allow measuring conversions with cookies set on your domains (1P cookies) via One Google Tag.

Benefit for you: Reduce reliance on third-party cookies by having a first-party tagging strategy that enables increased visibility across browsers and buying door platforms. Measurement Regulatory changes

Beta

Adjust Google tags behaviour based on user consent choices via Consent Mode.

Benefit for you: Enable Google’s dataset and modeling infrastructure to fill gaps in conversion observability so that you can still effectively measure and rely on accurate KPIs. Measurement Future proof tagging

Choose responsible, durable measurement for your analytics across Web and App, while meeting user expectations for privacy via GA4

Benefit for you: Future-proof measurement to better understand the customer journey so you can deliver better experiences and drive business outcomes. Phase 2 Invest in 1P Data & Modelling 1P & ModellingProprietary + Confidential The momentum

User-consented data is Do More with Less Build on what you Break down the silos your new asset already have 1P & Modelling 1P Data Activation

Leverage 1P data relationships with Customer Match

Benefit for you: Remarketing your most valuable users cross-device, across some of the web’s most powerful platforms (Search, Shopping, YouTube, Gmail & Display) respecting their privacy choices. 1P & Modelling Enhanced Measurement

Alpha

Exchange hashed conversion data with Google Ads via Enhanced conversions

Benefit for you: Recover conversions not observed today due to industry limiting factors and potential to reach statistical significance faster through inclusion of additional conversions (eg App via API) 1P & Modelling 1P Data infrastructure

Build for a privacy-centric infrastructure to empower data analysis and activation with Ads Data Hub

Benefit for you: Your data and Google data in one privacy-centric environment to supercharge your analysis and activation leveraging on future-proof measurement. 1P & Modelling 1P Data infrastructure

Break down your data siloes, make predictions and activate the insights with Google Marketing Platform and Google Cloud (aka C4M)

Benefit for you: Privacy-first, customised solutions to consolidate your known customer data and learn from it for better marketing outcomes. To sum up Be 1P Data-driven

Be Privacy first

Be Agile Be Predictive Thank you Data, Marketing & The Cookieless Future

Andrea Buffoni Regional Vice President Salesforce Marketing Cloud [email protected] Digital Engagement Has Crossed a Threshold

●Customers Estimated Split of Online and Offline Interactions With Companies

●Online interactions ●Offline interactions 61% ●2019 ●42% ●58% of customers expect to spend more time online ●2021 ●60% ●40% after the pandemic than they did before ●43% growth in share of online interactions Customers Are Calling on Companies to Transform Faster

68% of customers say COVID-19 has elevated their expectations of companies’ digital capabilities Customers Expectation vs Perception

66% 37% of customers expect brands to understand their of customers say brands unique needs demonstrate empathy and expectations The Crisis of Customer Trust Is Intensifying

% of customers say they don’t 52 generally trust companies

●A company’s trustworthiness matters ●It’s difficult for a company more than a year ago to earn my trust

●73% ●54% ●2019

●82% ●61% ●2020 Shifting is a Must!

Brand Audience Individual Focus on Data and Addressable Audiences

● Build up a first party data asset ● Build trust with customers on data usage to gain buy-in ● Identity resolution to resolve unknown and known audiences ● Focus on addressable audiences for omni-channel marketing ● Personalize customer experiences in real time to deliver more meaningful engagement BAD NEWS - First Party Data Require Trust

The brands that will succeed are those that understand it is the consumer’s data

Explain Are Transparent Honor Ownership

Explain how you plan to use Be transparent about what Brands that allow their customers easy access to personal data and how you do with consumer data. You their data—and the ability to plan to protect it. must show that you are creating value with it in ways control it—build the deepest consumer trust. that the consumer expects. GOOD NEWS - Is full of Accessible Data Out There

Name 1st Party Cookie Mobile Device ID

Web / App Page Views: URL Address Social Media Handle Path, Source, R&F

Telephone Number Email Address 2nd Party Data

Purchase History Product Views: Connected TV ID SKU, Size, Colour, R&F

Email Campaign Loyalty Card Number IoT: Beacons (Location) Engagement

Customer Service Digital Ad Engagement IoT: Connected Products Interactions Companies need to collect and unified customer data

Data In / Listen Data Out / Act

Ad Exposure Data DSPs Google

Proxy Data Social Unify & Identify Site & Mobile App Segment & Enrich Data Feeds / Analytics Manage Consent Email / CRM Data Activate Site & App Personalize Data Warehouse Visualize & Understand Marketing Cloud

Services / Sales Sales / Services

Industry Solutions In-store / POS / ATM “Change is the law of life. And those who look only to the past or present are certain to miss the future.” John F. Kennedy

Q&A Gianluca Loparco Giovanni Faccioli Partner Partner [email protected] [email protected]

Elisa Andreatta Matteo Grimoldi Senior Manager Senior Manager [email protected] [email protected] Thank You.

This publication contains general information only, and none of the member As used in this document, “Deloitte” means Deloitte Consulting LLP, a subsidiary firms of Deloitte Touche Tohmatsu Limited, its member firms, or their related of Deloitte LLP. Please see www.deloitte.com/us/about for a detailed description entities (collective, the “Deloitte Network”) is, by means of this publication, of the legal structure of Deloitte USA LLP, Deloitte LLP and their respective rendering professional advice or services. Before making any decision or taking subsidiaries. Certain services may not be available to attest clients under any action that may affect your business, you should consult a qualified the rules and regulations of public accounting. professional adviser. No entity in the Deloitte Network shall be responsible for any loss whatsoever sustained by any person who relies on this publication. Copyright © 2020 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited