CONFIDENTIAL - Merkle, Inc

• CONFIDENTIAL

Samsung

Content & Services: Integrating Our

Marketing Execution

• CONFIDENTIAL

Our Place

within the Ecosystem

Early Wins & Challenges

What’s Next

Evolving to

Integrated Execution

Agenda

• CONFIDENTIAL

Our Mission: Supporting the Samsung Ecosystem

Contribute to device

retention & brand satisfaction

Deepen consumer’s

relationship with Samsung

Establish a new

revenue stream

• CONFIDENTIAL

Samsung Content + Services

Samsung Bixby

• CONFIDENTIAL


Samsung Pay

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Galaxy Store

3.92"

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Samsung Health

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Samsung Kids

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Smart Things

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Samsung Rewards

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Product MarketingPerformance Marketing

Content & Services Marketing Playbook

• AWARENESS

• ACTIVATION

Flagship Integration Partner Marketing

• AWARENESS

• ACTIVATION

• ENGAGEMENT

• ACTIVATION

• ENGAGEMENT

• AWARENESS

• ACTIVATION

• CONFIDENTIAL

Previous Execution Model:Decentralized by Service

We could run fast and be agile, yet we were not realizing our

Samsung Bixby Samsung Pay Galaxy StoreSamsung Health Samsung Kids Smart Things

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

MKTG

AGENCY

MKTG

AGENCY

MKTG

AGENCYMKTG

MKTG

AGENCYMKTG

• CONFIDENTIAL

STRATEGY/PITCHPLANNING/PARTNERSHIP

TERMSDESIGN DEVELOPMENT REVIEW

Marketing & Agency Engaged

Late & Limited Marketing Engagement Was Costing Money

Inefficiencies with

internal + Agency hours

Lost opportunities to

drive more consumer

+ partner value

Decreased revenue

potential

Marketing & Analytics notengaged in planning

Delays from lack of prioritization& unclear requirements

Misalignment leadsto rework

Inconsistent work-flow processes and documentation

Rushed timelines + missed data capture

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The Ideal State: Engage Early & Throughout

STRATEGY/PITCHPLANNING/PARTNERSHIP

TERMSDESIGN DEVELOPMENT REVIEW

Marketing & Agency Engaged

Enabling proactive

thinking + greater

efficiency

Increased consumer

& partner value

through data driven

insights and cross-

service initiatives

Increased revenue

potential for both

Services + SEA

Marketing & Analytics engaged in planning w/data driven insights Prioritization and better defined requirements Faster approvals

Defined processes + documentation

Data requirements captured + normal timelines

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Previous Execution Model:Decentralized by Service


PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

MKTG AGENCY MKTG AGENCY MKTG AGENCY MKTG AGENCY MKTG AGENCY MKTG AGENCY

• CONFIDENTIAL

Ideal Execution Model:

Integrated Marketing


PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

PRODUCT

BIZ DEV

MKTG AGENCY

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KPI AttainmentProcess & Operations Analysis & Insight

• Stakeholder Alignment

• Merchant Campaign Operations

• Optimizing Output

• Test and Learn Strategies

• Insightful Reporting

• Prioritization

• 130% Revenue Goal

Proving the Model With Samsung Health

Involving Marketing & Agency support early and often demonstrated positive impacts

in three key areas.

• CONFIDENTIAL

Expanding & Aligning Our Marketing Team

+ MAU

+ Revenue

+ Value to SEA

Goals

• Consumer first mindset

• Coordinated cross-service campaigns & messaging

• Stronger value prop to internal + external partners

• Increased efficiency and efficacy within the team

Guiding Principles

Marketing

Dore Murphy Head of C&S Marketing

One Agency Partner – HelloWorld/Merkle

Cross ServiceOperations, Strategy, Planning

& Analytics

Product FocusGalaxy Store, Samsung Kids, Samsung Pay, Bixby,

Health, SmartThings & Rewards

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Replicating Success: Foundational Elements for

Velocity, Collaboration & Efficacy

Product & BD Team Alignment

Team Assembly

Operations

• Briefs

• Analytics & Measurement

• Comms Calendars

• Messaging Tool Kit

• Asset Guide

• Playbooks

• Roadmap Planning

• Prioritization Process

• Roles & Responsibilities

• Resourcing Optimization

• Agency Consolidation + Onboarding

• Communication Expectations

• Partnership Pitches

• Planning & Reviews

• CONFIDENTIAL

Driving S10 Sales

Pay Galaxy StoreHealth SamsungRewards.comBixby

Our Services real-estate collectively drove 5X more pre-orders than analogous channels

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Calm Partnership

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Summer of Galaxy

POI marketing to drive foot traffic into partner locations

View Your Prize

• CONFIDENTIAL

Proving

Cross-Service

Potential with Samsung Rewards

Samsung Rewards

Samsung BixbyGalaxy Store

Samsung Pay Samsung Health

Samsung Internet

• CONFIDENTIAL

Samsung App & Services

Samsung Products

.comDG

Offers

Samsung Rewards Partnerships

Expanding the Value & Power of

Samsung RewardsEARN REDEEM

Acquisition

Engagement

Retention

E M A I L P U S H P A N E L

Samsung ProductsDriving transactions in Samsung commerce channels

Promotional ExperiencesSpecial partner offers

.com

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2

We’re Just Getting Started: What the Future Holds

Cross Service analytics to accelerate and inform

marketing

Expanding contextual messaging within Services

Identify new revenue potential within the Services ecosystem

• CONFIDENTIAL

Thank You

28

#MerkleSummit19@Merkle

Integrate Your Execution Breakouts 10:30am – 11:00am

Breakout 2 Hop on the Execution Highway

Presented by: Sallie Atsalis, Manager, Marketing

Operations, CRM, GM OnStar

Breakout 3 The Product is the Experience: Executing on

an End-to-End Customer Journey Through an

Integrated Partner Ecosystem

Presented by: Rahim Rajpar, Head of Direct to

Consumer, John Hancock

CONFIDENTIAL - Merkle, Inc

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