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McDONALD'S DIGITAL ROADMAP

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by

Chris Lewis-Jones

on 3 February 2016

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Transcript of McDONALD'S DIGITAL ROADMAP

MCDONALD'S UK DIGITAL ROADMAP
DATA
FUELLED ADUDIENCES

PILLAR 2a.
BRILLIANT
BASICS

PILLAR 1.
BEST PRACTICE
TAGGING
DIGITAL ROMS
PERFORMANCE
AD SERVER
OPTIMISATION
ROLE OF
CHANNEL
CAMPAIGN
OPTIMISATION
WORKING
CONTENT
HARDER

PILLAR 2b.
ADVANCED
DATA
COLLECTION

BETTER
UNDERSTAND
CONTEXT

HARMONISING
THE DATA

MOBILE AT
THE HEART

CLOSED
LOOP
ATTRIBUTION

PILLAR 3b.
PILLAR 3a.
PILLAR 4.
PILLAR 5.
PILLAR 6.
PARTNERSHIPS
(OFFLINE)
OWNED
PLATFORM
STRATEGY
EVOLVED SEO
STRATEGY
GRANULAR
AUDIENCE
TARGETING
EVOLVED
SEARCH
STRATEGY
DMP
DEPLOYMENT
FRAMEWORK
FOR CONTEXT
IMPACT ON
AUDIENCES
ADVANCED
AUDIENCE
SEGMENTS
DATA SOURCES
HARMONISED
IN DMP
ASO
MOBILE CRM
GROWTH
PERSONALISED
EXPERIENCES
FOR ALL
ACCELERATED
MOBILE
PAGES
AMP
ATTRIBUTING
DIGITAL TO
SALES
BEST PRACTICE TAGGING
Correct and comprehensive tagging
is a foundational building block data driven marketing...
OMD to conduct a full tag audit
Meeting with Cath Ballie to discuss best practice

ACTIONS:
OUTCOMES:
OMD to produce best practice tagging document
Google Tag Manager (GTM) to be implemented across all applicable sites and applications

McDonald's benefit
: collecting a larger quantity of better quality data
Customer benefit
: step towards more relevant communications
McDonald's benefit
: A more accurate reflection of digital ROI
Customer benefits:
more digital interaction with McDonald's
BEST PRACTICE TAGGING
DIGTAL ROMS PERFORMANCE
Current performance is poor and channels are not split our beyond VOD. We need to see performance at a more granular level.
Data
audit
Investigate
new sources
Test new
supply
method
Begin new
data
transfer
Identifying what we are and aren't currently
suppling
PPC
Location
time
event
Working with Doubleclick and Gain Theory to test Data Transfer from DCM
Daily event level data supplier for eveything we serve via DCM
ROLE OF CHANNEL
A clear and well articulated role for different digital channels in the context of how they work together helps develop best possible customer exprience...
Full transcript