Riccardo: [00:00:00] Hello everyone and welcome to an incredible series of conversations today. I'm Riccardo Morabito, international Partnerships leads at Tangoo. And to start with our today's session, we're looking forward to diving into a topic that's on everyone's mind right now, AI data and how it's actually transforming the way we work in marketing and digital.

Let's be honest, there's a lot of hype out there from smart tools and automation to futuristic predictions, but what we really want to know is this, where's the real value? What's working today, and what do businesses need to be thinking about to make AI meaningful? Joining me for [00:01:00] this first shot is a Christian Mele-Wroe

Someone will be working at intersection of AI data and digital products for years. He's seen the shift up close and brings a practical, thoughtful view of what's actually happening on the ground. We are going to talk about, uh, where AI is delivering meaningful results, what it takes to be truly AI ready, and how data, AI and digital transformation are blending into real business strategy.

Let's jump in. Christian, would you like to introduce yourself 

Chris: for having me? Uh, it's really, uh, nice of you to have invited me to this conversation. Uh, I joined that on like, uh, a year and a half ago now, uh, with a background in mainly agencies and consultancy. So I've seen all that side, uh, of the, of the industry, uh, for, for quite a few years.

And, uh, and then moved to the corporate side, [00:02:00] which is quite exciting. Um, you have a 360 view of what comes before any agency work, which is great. And most of all, you have to. You have the chance to influence what this, the, the decision making process is, which is great. Um, that's me.

Riccardo: For this reason, I'm very happy that you are with us today, uh, and ready to share your experience because I wanna be honest with the audience. I've known Christian since, uh, 2012 probably, and I know he has practically lived through all the major revolution in the digital market from the advent of social media and its importance for marketing to the exponential growth of digital advertising compared to classic advertising, and now to the next industrial revolution of artificial intelligence, which for a player like Danone, can have [00:03:00] an incredible impact on the market.

So let's start with the first question. Uh, there's a lot of talk about AI and how it's changing various industries. In your experience, where is it actually delivering meaningful results? And are there any real use cases you've seen that stand out, especially in marketing or digital product work? 

Chris: Uh, you're right, there is a lot of hype around ai.

Um, the real value of AI comes out, in my opinion, when it's embedded in the everyday workflows. So it's not just, you use it once in a while, but it becomes part of the tooling that you use, uh, on the day by day. And this should help teams to, you know, do things faster, smarter, and also scale up, which is quite important in a global corporate setting.

Um, [00:04:00] we have been like playing a little bit, uh, with ai and, uh, one of the use cases that we, um, are working on is around media spend optimization, which is, uh, quite interesting. Um, you know, it's very simple in principle. Uh, if you understand our audience better. Who they are, where they are, and what matters to them.

We can deliver the right message at the right time, but also it's very powerful in the right geographical area. Um, it's quite interesting because we can use our own first metadata or sales data, uh, overlaid them with like third party demographics or behavioral data that are coming from other sources.

For instance, retailers, uh, loyalty calls and so on. And then we can reach them, uh, with data coming from, uh, Google search trends from social media [00:05:00] and crunching together all this data. Uh. We should be able to have, um, a better profiling of these users, target them better, um, improve the ad spend. So that's one thing we're working on and it's, uh, if it works well, we are starting to implement it and if it works well, is gonna be transformational on, you know, how we reach the target and how we distribute the media spend.

Uh, another thing I think is more logical and, uh, it's around the content personalization, probably more simple because we been talking about content personalization for a long time. However, I've never seen it like in full swing, to be honest. But what AI can do, uh, both like in the, uh, content consumption in media, uh, and advertising side of things, is personalize the ads and the message according to the viewer.[00:06:00] 

Which is also quite powerful. Um, so basically summary, the summary is that AI should be able to support the teams to, uh, move from insight to action a lot more quickly than a person or a team would. 

Riccardo: I, I totally, totally agree with you. Uh, we, in Tangoo we use AI to optimize campaigns with our platforms. We use AI to create content for the DCO and DVOs and also to, uh, optimize the project management in the teams.

So totally agree with, uh, with your position. And let's say that at the core of your answer there is, uh, probably the data. Um, we always hear that AI is only as good as the data behind it, right? So in your view, what does it really take for business to be. AI ready? Is it more about the [00:07:00] tech, uh, the data or Probably the people, which is the key 

Chris: mix of all as usual, are the, the, the truth is in the middle.

Uh, when we're talking about data, it's important the fundamentals are in place. So if you have unstructured data, if you don't have any logic on how you manage them, if you don't have, um, a data management governance, sorry, framework, you know, the risk is that when you start using this data with ai, um, you know, your models are inaccurate and, uh, they don't deliver as per expectation.

You install all the hype and the trust that you started building when you presented the case. You know, falls and the confidence is lost. So, you know, it's a little bit of a, uh, you find yourself in a little bit of a loop. So it's important that the fundamentals are there. [00:08:00] Um, there, there are some level of complexity in our, in our organization, like the known, for instance, there, there is competition for attention on priorities in the tech and digital space.

Um, you have to follow like very structured rules and governance to get, uh, approval of projects and so on. So sometimes the business as usual, um, dominate, uh, the, the, the choice. So we. Take care of what we see and we don't think ahead too much. Uh, and this is where the people can make the difference. So the, the people with the vision both are executional level and leadership level because it's very important that the leadership as a vision, they can help, um,

AI capabilities within, um, solutions that are already planned. And so solutionize. Um, so the [00:09:00] right way of taking it, uh, the right angle for me is more thinking about how we can embed AI to achieve the goals that we already have, rather than trying to establish new goals and justify the use of ai. Ai. Uh, I think that's the sweet spot.

Riccardo: I mean, this is connected with my third question because, uh. Uh, governance, uh, because lots of companies have, uh, plenty of data, but still struggle to make it useful. So from what you've seen, what's actually helps teams turn data into action or better decision making, especially in fast moving areas like marketing and these market.

Chris: Uh, it's more data. So we know the company have a lot of data, uh, at this point in time is about like, you know, use them in the right way, in a way that are actionable. Um, [00:10:00] how many times in my career I've seen like, uh, company focusing on gathering more and more and more and more data without like a set strategy and, uh, without thinking about what to do with them.

So they end up being, finding themselves with a lot of these unstructured data, uh, that are in different silos and they are. Or unused or underused. The past tells us that, uh, uh, how the data were, were, were used is, uh, with generating dashboards. Uh, but, you know, dashboards for me are outdated now, uh, because they give you so only as many information and it always require like a human being or a team to, you know, review those data, think about them, uh, strategize after looking at this data, um, uh, AI should be the solution for that is the next best step because they should help.[00:11:00] 

Um, instead of just like, uh, um, uh, to actually analyze them quickly and propose the next extraction, which is what we want, right? Um, uh, so I AI should be the tool that shortens the gap between what we know and what we do. Uh, we mentioned before. Speed, um, that we're working on, uh, at the moment is, um, CDP customer data platform.

So how to create audiences to always target better our, uh, our users. So also in this case is, you know, you structure data properly and then you plug in AI to, uh, be able to suggest basic this next aspects, next best action and, uh, help us spotting less obvious pattern [00:12:00] so that we can, um, engage our users in the best way.

Uh, one interesting use case that we, we took in consideration, uh, when we were discussing a strategizing this specific thing is around. How do we get to know, uh, unknown users better? Uh, because unknown users, uh, they are not, uh, signed up for any of our platform. Maybe they just bought offline, but, uh, often they behave like our best customers.

So, and using ai, um, and tracking, you can understand how they behave across your digital ecosystem and media, uh, digital media, so you can, uh, transform them and convert them into known users, convert them into purchase, and so on and so forth. So, um, I, the [00:13:00] data from informative only. So again, let's talk, let's think about dashboards.

Just looking at data to transformative something that tells us what to do in a faster way and on a smarter way. 

Riccardo: So following this answer, the, I mean like, uh, we can say at the end that data AI and so digital transformation, uh, are, uh, becoming one interconnected roadmap. So there are not three separate journeys.

So we have to, uh, use, uh, the same time these three elements and, uh, with the right strategy of course. So we can say that, right? Absolutely. I think the, the 

Chris: ultimate, ultimately the most important thing is the business goal and the business value that you bring. Uh, all the big corporation they have, you know, goals they want to achieve in the shorten, in the long tab.

And, uh, even if the [00:14:00] norm is that, you know, um, each of these three. Um, areas that you mentioned are normally taken care of from different teams. They work in different ways with different person, like team objectives. Ultimately, what we need to achieve is the company business goal. Uh, so I think that when we think about this kind of projects, instead of thinking about like, what can we do with AI or how can we improve the digital experience of, uh, a, a group of users is what is the ultimate business value that we want to achieve

and say, okay, if we want to achieve that, we need to involve these teams. Let's strategize together. Let's find a solution together. So it's, you know,

and solution after. 

Riccardo: This is very inspiring, uh, because, uh, we can see [00:15:00] of in this conversation that there is a big company, uh, like Danone, that is, uh, you know, following these, uh, let's say, uh, guideline, you know, to, to share also inside the different teams, but with the same perspective in the, to, to the future.

But, uh, right now I have a final question for you that more probably personal vision. Um, if you have a, a final message for our viewers, for our audience, um, about, uh, ai, uh, which, uh, which will be the, your final message, which is the main challenge, I don't wanna say for mankind, but probably, which is the main challenge that you see in the future.

Chris: In the professional setting, I would say that, um, uh, it's not just about following the happy, but understanding, uh, the, the reality of your, um, situation. So a need of a [00:16:00] big corporate is always different from a small company or a startup, or a, or an individual. So how can AI, again, embedded in your day by day workflow improve your life?

So I think that most of the use that is done of AI now is generative ai, but it's so much more behind, like, you know, there's the hype of the companies, the open AI of the case or anthropic, that they give you the opportunity to, you know, play, generate image and create the hype around the brand that way.

I. But then there is a lot more underlining potential, um, there, uh, to really transform how we are doing things and hopefully give us the time to focus on more interesting thing, you know, using our brain to do the strategy part, the creative part. So my hope for the future is that we are gonna have to do less [00:17:00] repetitive tasks, and, uh, AI is gonna help us focus on the most important things, uh, the ones that we enjoy the most really.

Riccardo: Yeah, I to, I totally agree with you and we can be part of this challenge together. That was such a great conversation. Thank you Christian, for bringing such clarity and depth to a topic that can sometimes be feel over overwhelming. You know, uh, what's really stood out for me is that why AI holds massive potential is the people.

The mindset, the ability to actually use data that makes all the difference. It's not about chasing the newest tech for the sake of it, it's about asking better questions, setting clear goals at the end, and having a team or different teams that can know how to act on the insights. So at the end of this conversation, we can have this, uh, this message.

And honestly, this message is perfect for the today's sessions. Now with Christian helping us see the bigger picture between data, AI and [00:18:00] transformation in a while. With Samantha and Samsung talking about global innovation with Emily, breaking down the reality of campaign measurement and resilience, and with Fiolona sharing out creativity and the experimentation or fooling growth here at Tangoo, it all connects to one idea.

How do we scale smarter, not just bigger, smarter, not just faster, more intentionally. Not just using data, but making it meaningful. That's what we care about at Tangoo. Um, combining the best of digital strategy, media planning, and the managing technologies to build something long term. And has a thank you for the audience.

We are sending out a free results, our brand new digital AVO advertising guide for 2025. It's packaged with insight into how channels like Digital AVO are evolving. Uh, on behalf of the entire Tangoo team, thank you for being part of this first part of the webinar. Thank you for your time, your curiosity and your willingness to rethink what's smarts marketing.[00:19:00] 

Looks like see you in a moment with the second part. Thank you so much, Christian. Good luck with your next challenges in the future. Bye bye. Thank you.

Hello, everyone. Welcome and thank you so much for being here. I'm Ricardo Morabito, international Partnerships Lead at Tangoo, and I'm really excited to be hosting this conversation. Scarlin Smarter Growth Data and Innovation in Marketing. Let's be honest, marketing is moving fast. Consumer behavior is changing.

Attention spans are shorter, and the tools we use to [00:20:00] reach people are evolving daily. Uh, it's not just about doing more. It's about doing things smarter, scaling intelligently, using data with intention, and keeping creativity at the heart of it all. That's what today's panel is all about. You'll hear from incredible voices across the industry as we unpack how smart marketing is being redefined and to compliment the discussion.

We've also created the free resource for you. It's our a brand new digital VO advertising guide for 2025. If you looking to understand how channels like Digital VO are reshaping advertising and how to plan smarter across touchpoint, this guide breaks it down. You get a copy in your inbox after today's session.

Now let me introduce the brilliant people. Join us, Samantha Mo, senior Digital Marketing Manager, Samsung Electronics Emily Graham-Cumming, [00:21:00] senior account manager at Ice Blue Sky, and Fiolona Stojkaj , marketing specialist at Tangoo. It would be great if you each gave us small introduction before we dive into the conversation.

So please, let's start with Samantha. 

Sam: Hi Ricardo. Thanks for that. Sam. Sam, I work at Samsung, um, specifically for the UK market. So I'm the senior digital marketing manager there. Um, I am cross category, so I think across the mobile division and both consumer me electronics, that is what I live and breathe pretty much at the moment.

My teams will pretty much touch on everything paid media, so anything paid, search, paid social, a little bit pragmatic as well. But I guess the main objective for my team is to drive the best. Efficiencies, best effectiveness, and for our campaigns to drive the best revenue for us to the business overall.

Riccardo: Thank you so much for being here, Emily. It's your time now. 

Emily: Thank you. Hi everyone. I'm [00:22:00] Emily. I'm a senior account manager at Ice Blue Sky. I've been here for about six years now and I help manage and execute a lot of lead gen and adion campaigns for our B2B clients. 

Riccardo: Thank you so much. And now last but not least, Fiolona.

Fiolona: Hi, Ricardo. Thank you very much. I am Fiolona. I am a marketing specialist at Tangoo. I am responsible for overseeing and generating, uh, our focus at Tangoo for marketing, which is, uh, lead generation. Uh, thank you for, uh, actually being part of, uh, speaking about and, uh, the responsibility of marketing at Tan Go on this webinar this time.

Thank you. 

Riccardo: Thank you so much, Fiolona. So let's start with the first question for Samantha. Samantha, Samsung is known for its constant innovation. In your role, how do you ensure that your digital marketing strategies evolve alongside the rapid technological advancements? [00:23:00] And what role does data play in driving smarter growth across diverse markets?

Sam: Thanks, Ricardo. So I guess at Samsung we pretty much live and breathe innovation. I think anything that we do is, you know, to drive the next best thing. So we're not afraid to test anything across the business. So you can see from our, our products just generally, like we're very innovative, but that doesn't stop at sort of our products.

It stops, you know, within the entire team, the whole business within all our channels, just generally. So obviously as a marketer we get so much sort of experience and exposure in sort of just trying new things generally. So I think like some of the main things that we focus on as marketers is to really build those relationships with people.

So we're very fortunate to be able to have access to the likes of TikTok, Google Meta, who we always partner with, who we're always trying to drive better innovation, bigger innovation, and really just testing in all the new alphas and betas that come, come across. Like, I know we are in a very privileged position at Samsung to be [00:24:00] able to do that, but it is obviously a very exciting time for Samsung just generally to be able to tap into all those different opportunities.

I think as well, we do have really, really strong relationships with our agencies as well. So the Star Camp publicists, we, we are very, very close to these people and they're very, very talented. Having that sort of collaboration with our agencies has meant that we've been able to innovate quite rapidly within Samsung and I think everyone has had the drive and strive to really, really want to push forward innovation.

But then on top of that as well, I think as a business, because we're so rich in data, we always use our data to make those right decisions in sort of trying those new betas. So even though we do have a lot of opportunity, it's not a case of just testing everything. It's a case of finding the right beta, the right alpha for us to be able to.

To push forward our, our digital strategy ultimately. And I think, you know, having all that data, being able to balance that both business needs, but also being able to push innovation has something that's been a really, really good collaboration between ourselves and [00:25:00] external partners overall. So yeah, we're, we're very lucky to be able to do that, but I think we wouldn't be able to do that with, without obviously the collaboration partnerships with all, all the like of our partners and agencies overall.

Riccardo: And we are very lucky that you are here with us because, uh, Samsung is a player that can change the market, you know, so having your experience here is very important for us. Thank you so much. Uh, the next question for Fiolona. You've been working across some of our core growth campaigns, so what marketing strategies at angu are helping drive brand awareness and growth today?

Fiolona: Yes, Riccardo. Thank you very much. Um, at Tangoo our growth strategy is deeply integrated with the sales team. Uh, we're not just building visibility, we're actively generating qualified leads that support our pipeline growth. Our campaigns are rooted in three core pillars, such as brand positioning. It is employer branding and internationalization.

Um, on the brand side, we're focused [00:26:00] on clearly communicating what Tangoo style's for especially new markets where we're building, uh, first impressions. Employer branding also has become key helping us to attract top talent in competitive industries by showcasing our culture and mission. And when it comes to lead generation, we use a mix of a BM content marketing and paid performance to reach the right decision.

Uh, makers always aligning closely with the sales team, uh, on the ICPs and feedback loops. To continuously refine, uh, targeting. Um, it is all about building a strong, consistent presence while delivering measurable business outcomes at Tangoo. Thank 

Riccardo: you. Emily or Samantha, anything you add to that maybe similarities in your words or even a totally different approach?

Emily? 

Emily: Um, a lot of that rings true actually, and I, I want to speak about, especially around the lead gen and a BN and switching [00:27:00] between the two in, in my, my next answer. So I, I'll save that, but I do have an answer to that. 

Riccardo: Okay. Samantha? 

Sam: I'd say very true from the Samsung side of things as well, even though I guess my role is very sort of lower funnel, it's to drive, you know, sales revenue.

We work very, very closely with the demand generation teams driving awareness overall to our, to our campaigns and to the business because we know that. We can't capture any demand without obviously having the awareness generated to begin with. So it, it makes it a lot easier for me if we're able to collaborate with teams who are able to generate that awareness overall.

So a big full funnel organization for us then we, we are very aware that we need to wait together to make things successful. 

Riccardo: Okay. Thank you so much Emily. Can you share a time when a campaign didn't go quite as planned and how you and your team have pivoted to turn it around from an agency perspective?[00:28:00] 

Emily: Yeah, so this actually, um, answers one of the, the owners points, which was about using the right strategy, um, and meeting the analysis to know what that is. So for example, last year we had a client who we were doing a traditional lead gen strategy with. And on paper it looked really good. We had some great engagement on at the top of the funnel, so that was, you know, solid clickthroughs on LinkedIn ads, great video views, all the usual stuff that makes a marketing report look really pretty.

Um, but when we dug into that a bit deeper, we found we were struggling to convert a lot of those into real opportunities. So whilst the metrics looked great, the business impact just wasn't there. So we approached the client and we suggested flipping the script entirely and switching to an A DM approach instead.

And so we really went back to basics and we did a review of their ICP and we used this to identify [00:29:00] five accounts that had shown some engagement with the lead gen activity. Uh, so rather than casting this wide net, we went really deep on these five accounts. We mapped out their decision making units, and we ended up with about 10 people per account that we wanted to target.

For those people. We created personalized, dedicated landing pages that hosted all sorts of tailored content, like really in depth personalized system guides and how to address challenges in their specific role at their specific company. And then we had more, more condensed versions of those as infographics that they could just refer to when they needed it.

We'd also collected intent data on topics they were really interested in and we were able to record some podcast cast episodes with our client to, to run through those conundrums that they might be happening on topics that were relevant for them. Um, and after launching that, I think within the first few weeks, the results were quite dramatic.

Um, we ended up doubling the interaction we had with these accounts [00:30:00] and it also enabled the sales team to approach them in, in a much more familiar way 'cause they had all these meaningful touch points to reference. And I think within about six months of that, we've closed deals with two of the accounts out of the five, which was amazing.

And it's kind of that classic quality versus quantity scenario. And whilst I think there's a place for both lead gen and a BM strategies, it's really important to be adaptable and knowing which one to apply. 

Riccardo: Of course, we don't wanna know the name of the client, but this case, these cases shows, uh, like a, a strong adapt, uh, capacity, a strong adaptability to the, and to adapt to the changes of the market to understand, you know, this kind of, uh, this is the right, the right approach, the right approach to adapt to the strategy and the actions.

Fantastic. So, um, Samantha and Fiolona, you being in a similar experience that you wanna, that you wanna share or [00:31:00] maybe a different approach that you took when things didn't go as expected and your team had to pivot? Samantha? 

Sam: Yeah, sure. So I guess in the nature of sort performance marketing, especially within paid media, we're, we're very reactive as a team.

And I think generally with anything that we do, we, we look at inflight optimizations pretty much every day. Whenever we launch a product, it's, you know, every morning we'll just look into that performance and we gonna make tweaks and pivot every day. So I think for us it is a constant chain of pivoting at Samsung.

Like we are very quick, very active company overall. Um, I think for us though, like whenever there are challenges, I think what I'm very thankful for is that the business is very supportive. Our teams are very supportive and it doesn't just stop us sort of at marketing. It's, we work very closely with the commercial teams as well.

So whenever we identify a problem within, say, sales or revenue, we'll work very closely with the commercial team to [00:32:00] understand where that's coming from, what's actually driving the sales, what's driving the revenue. Where can we push and does that actually match up marketing overall? Because, you know, sometimes there are clashes between commercial and marketing, right?

Commercial can be like, we need to really push this specific product, but in our, in our platforms we're seeing Webber US is terrible for this product. Like why would we put budget behind this to push it? So that constant communication, collaboration between teams has always helped us overcome a lot of the challenges overall.

And I think that's, you know, a testament to a lot of our teams within Samsung and a lot of the launches that have been successful for us is because we're able to communicate so effectively in so quickly internally and then brief that out to our agencies who are also very reactive and very quick as well to be able to make those changes in our channels.

It's really helped us adapt and pivot so quickly with Samsung to help us grow as quickly as we do within the business. Like there's a quote that you'll hear from a lot of Samsung people where it's things should have been done yesterday at Samsung and that kind of is the [00:33:00] data sometimes like. Things are just so quick.

But I think because we are so good at adapting to anything that comes our way, I think it, yeah, it, it works really well for us overall. 

Riccardo: Yeah. Team a teammate is everything, you know, in this case to be reactive and to adapt again. So I know something because, you know, we are part of the same team with Fiolona.

But Fiolona, do you have something to share? 

Fiolona: Um, yes, definitely. Actually even a case that shows the importance of actually analyzing, seeing the performance, analyzing the metric metrics of a campaign. I simply have a campaign that was, uh, recently related to, to an event attendance that we had as Tangoo. Uh, for example, we had a campaign, uh, launching, uh, uh, having as a goal to book meetings for the event.

Um, the idea was solid, but it didn't gain the traction we expected. We initially pushed it across a broad range of channels, but quickly realized our [00:34:00] target audience wasn't engaging, uh, especially through some of more general paid platforms. After looking at the performance, um, we quickly pivoted to focus more heavily on LinkedIn, where our core audience, decision makers and professionals are actually active and responsive.

Um, that switch, uh, was the change that we needed and saw the difference in the performance of the campaign. Um, and it is actually a great reminder that channel, uh, fit is everything, especially when timing, uh, is tight. So analyzing, uh, performance and metrics and seeing the goals, actually going back to the goals that you had.

Uh, it's actually, uh, a good reminder in a case that, uh, sometimes it might not go how you expect, but a change might be something just what you need, uh, analyzing and maybe as well ab testing a campaign to see even for next time or even specifically for that campaign. So, yes, [00:35:00] that's the case. 

Riccardo: And let's say that also is, uh, it's useful to be creative in this case, right?

To react and to be creative in the reactions. Uh, Sophie and I have a question, another question for you. Yes. Uh, staying creative in a crowded space is and easy, so how does Tangoo stay creative and innovative with this marketing in a competitive landscape? 

Fiolona: Um, yes. Um, as I mentioned, we uh, had a case that we had to change our approach to our campaign.

We were analyzing the metrics and the performance of that campaign, but in this case, at Tangoo also, creativity is deeply intertwined with our data driven approach. As I mentioned, we specialize in programmatic advertising, which allows us to deliver personalized and targeted ads at scale. Our priority ad tech solutions, uh, enable us to fine tune campaigns for optimal performance, ensuring that our creative strategies are [00:36:00] both innovative and effective.

Um, by continuously analyzing campaign data, we can adapt and we can evolve our creative content to resonate with diverse audiences. Across different markets. So this is how we actually relate on the creative and our data-driven approach. And of course, as a company in programmatic advertising, as I mentioned, gives us the opportunity to, uh, deliver personalized and targeted ads.

Riccardo: Thank you, Fiolona. Uh, talking about a competitive landscape, I have a question for Samantha. Because you are working on a global scale and scaling marketing strategies across diverse markets is crucial, how do you ensure that your digital marketing efforts resonate with local audiences while maintaining a consistent and impactful global strategy?

Sam: Yeah, we've got a pretty solid operation at the moment. So [00:37:00] we centrally obviously our, our HQ team who sit in Korea. They will obviously pass down the assets from, from Korea down into all our local subsidiaries around the world. And then within that, each team will have their own centralized products team, marketing teams who will localize those assets.

So they will scrutinize these assets so that it is right for the local market. So it could be, you know, the Italians, it could be the French, it could be the uk, and they'll make sure that the language is correct, the ad copy is correct, that we're not saying, you know, if we're in the UK, we're not seeing a mom instead of mum sort of thing.

So just making sure that, you know, everything is right for that local market. I actually remember there was, um, this is a smaller scale than global, but we did get some assets one time from some, um, I think they were like content creators or influencers and it was for the UK market. And we know the British love their tea.

We, we really, really love their tea. So someone put milk in before. [00:38:00] Before the hot water. And I think that was picked up as feedback that we just could not advertise it because it was an incorrect way of making a cup of tea and it would've just caused you any questions. So even little things like that, and I think they do get picked up by the local markets to make sure that it is resonating with that, with that demographic overall, 

Riccardo: the importance to localize in the proper way.

Fantastic. Fantastic. Emily, in your role at uh, ice Blue Sky, how do you measure the success of a marketing campaign and what key metrics do you prioritize when you have to do a report to your clients? 

Emily: So what's what's interesting about reporting as a marketing agency is it, it can be really tricky sometimes to balance what the client is asking for and what they think they want versus what actually demonstrates value.

Um, we've had clients who are so granular to the point where they wanna know how many [00:39:00] comments a LinkedIn post got two months ago. And on the other hand, we've got clients who just want pure m qls. And our job in both of these scenarios is to elevate that conversation and really connect it to the business outcomes.

So when it comes to MQL specifically, obviously most marketing teams are required to report back on this number, but I, I don't think it should be seen as this be all and end all of marketing reporting, especially in B2B, which is where we operate. 'cause when you're targeting these large enterprises, it's adjusting my headphones.

It's, it's important not to rely on one person moving in and outta qualification because they might have limited information on that contact, or they might just not be a decision maker that might be more of an influencer. So, for example, so what we'll do. Is we map different buying, buying functions and individuals within a target account.

We identify those influencers, [00:40:00] decision makers, budget holders, and so on. And that becomes the target data. And when that entire unit is engaged, that's what we consider a proper MQL. So it's about quality of engagement across an entire buying committee rather than just those isolated interactions. I feel like that tells more of a story.

Um, and that's where I think considering MQs, which are what we call marketing qualified opportunities comes into play, I think it should really be the only thing that other departments care about. Um, for example, sales should just understand how marketing or influencing pipeline, and that's the story that an MQO will tell.

Obviously inside the marketing team, we need to be tracking all the different levers and adjusting and adapting. So performance days and track, that's where we need the detail. But I think. When we're communicating outwardly, I think that's where we're showing how our work connects to actual business growth.

And, and we don't need all those little details. [00:41:00] 

Riccardo: And, and also we, everybody, I mean, it doesn't matter which department we are, we have the measurement of our success that is common, you know, if the company grows, everybody, everybody, you know, win. So, uh, the measurement is the key. Right. Uh, would anyone like to add anything else on how you measure success and the key metrics you think we need to prioritize when we talk about measurement?

Samantha, do you wanna add something? 

Sam: I think measurement's always a tricky one. Um, for me personally, I think there's so many KPIs that we should be looking at to make sure that, you know, every campaign is successful at Samsung. Um, obviously I, I'm very focused on the likes of revenue and roas sales and profit, but we also know that the likes of quality physics are really important.

We know that awareness is really important, but then we also need to understand the attribution models as well within the business and understand what actually is [00:42:00] a source of truth there as well. Because you can't just take something face value, for example, like if you look at one attribution, it might, you know, de attribute across paid social for example.

But we know that social actually drives a lot of awareness. That drives a lot of demand generation for us. So it's a tricky subject and I think it's one that's Samsung are, you know, looking at from different lenses. But for me personally, I think it's, again, it's better that full funnel conversation where every part of the customer journey is really important and that we should actually be looking at different KPIs to make sure that we're driving the best customers to site.

Making sure that they are quality users and that ultimately we're using our budgets as effectively as possible so that we're not wasting it and we are ultimately driving a conversion off the back of them as well. So yeah, I think it's definitely that three step thing for me. I 

Riccardo: totally agree with you.

Totally agree with you. Fiolona Do you wanna add something else about the measurement and key metrics? 

Fiolona: Yes, of course. Uh, actually, Ricardo wanted to say that yes, I agree that as a general [00:43:00] measurement, we see the success of the company altogether. Uh, I also wanted to agree with Emily, uh, on, uh, when, uh, the distribution of this, uh, information and the reporting also to the, uh, teams all together.

For example, as I mentioned, that we work collaboratively with the sales team, uh, uh, very much, um, uh, as well wanted to say that generally the success at Tangoo. Uh, also it depends, uh, on the differentiation. If you are working as an agency with specific CL clients or if you are the marketing department of actually, uh, the company, uh, there might be a little bit of a change.

Uh, but success at Tangoo is, uh, measured through a combination of quantitative and qualitative. Uh, metrics of course that we generally as, even speaking as marketing, we focus on key performance indicators such as conversion rates, cost per accusation, and return on ad spend, um, to assess the effectiveness of, [00:44:00] uh, our campaigns.

Um, of course at us at Tangoo. Uh, additionally, we prioritize brand positioning and employer branding efforts, recognizing that, uh, a strong brand identity contributes to long-term growth and, uh, talent acquisition. Uh, by aligning our marketing strategies with these metrics, um, we ensure that our initiatives are, are driving, um, meaningful results.

Riccardo: Thank you, Fiolona. Thank you so much. Alright, thank you everyone. We're going to wrap with a quick fire. Final question, based on the trends we've discussed. What's the most important innovation you see that will define the future of scaling smarter marketing? Emily, let's start with you. 

Emily: Thank you, Ricardo. Um, I personally think something that often gets overlooked in the rush for the next tech solution or platform is why I think is the most fundamental asset, which is [00:45:00] investing in your people and fostering a culture of continuous money.

Um, we've got a philosophy where you don't always know what you don't know, which might sound a bit obvious, but it's actually quite profound when you think about it. Um, we encourage everyone in our team, regardless of position or experience to attend training courses, even for subjects that they might think they're an expert on because it's, it's quite remarkable what you can learn when you approach something with fresh eyes.

Uh, for example, we, we've had someone in the team for 30 years and he's still having like a. This light gold moment. Some things that he thinks he's an expert on because he's got this continuous learning wise up. Um, we, we also work with a mindset coach, ett, and she helps us identify when we're sticking to our comfort zones.

Uh, 'cause you don't always know when you're doing it and she helps provide practical techniques to push beyond those limits. And I think the tangible impact of that is that we've been able to scale not [00:46:00] just by employing more people or taking on more clients, but because our capacity for solving complex problems in a creative way is expanded.

And I think that in the space that we work in as a real differentiator. 

Riccardo: Thank you, Emily. Thank you so much. Samantha. What's the most important innovation you see that will define the future of scanning smarter marketing 

Sam: dare say? I know this is a big, big buzzword. I. And I think everyone knows what I'm gonna say is probably AI is, we dunno what AI actually is.

It could be anything, but I feel like it is a big buzzword that we really need to nail down what that actually means and specifically what that means for Samsung. Right? It's, you know, AI could be absolutely anything across the business, but how I see it for us is a way to enhance what we're currently doing at the moment.

So another replacement, but more of an enhancement to make our lives easier, quicker, more efficient overall. And that could be anything to, you [00:47:00] know, quicker asset delivery. It could be enhancing data a lot quicker or being able to use it more freely. Um, and I think, you know, for us tapping into that and trying to find platforms that are able to help us do that is gonna be really important for us to scale up as much as we want to in the next couple of years.

Riccardo: Thank you. So thank you so much, Samantha 

Fiolona: Yes. Um, couldn't agree more with Samantha about ai, of course. Um, but also as well, seeing it in a perspective of, uh, Tangoo and actually our goal and what we do as a company. I personally think that it's the integration of advanced programmatic technologies. I think that it is set to define the future of marketing in their use.

Um, at Tangoo we actually utilize our property ad tech. It is to deliver targeted and personalized advertising campaigns, um, and enhancing scalability [00:48:00] and efficiency. Of course. Um, this innovation actually at TAG enables us. To reach the right audience at the right time. Um, optimizing ad spend and maximizing ROI, um, as the digital landscape continues to evolve, uh, embracing such technologies, I think that will be crucial for brands aiming to scale their marketing efforts intelligently.

So, of course, focusing as Tangoo and programmatic advertising and seeing it from their perspective. I think that it, this is the future of scaling, uh, smarter market, I think. 

Riccardo: Thank you Fiolona. Thank you, Fiolona, because you are liked an important point for us, and I mean, like there was such a valuable discussion, so.

Huge thanks to Samantha, to Emily and Fiolona for all the insight, honesty, and perspective you shared. Today's conversation really showed how multi-layered smart marketing has become. It's not about the quick ings anymore. It's about a thoughtful growth, powered by data, [00:49:00] inspired by creativity, and flexible enough to evolve with the real world challenges.

One channel that perfectly reflects this kind of evolution is Digital VO. At Tangoo, we've been seeing some exciting shifts in now. Brands are using digital VO to cut through the noise and the deliver real world impact. So for this reason, uh, we've put together a free guide, the Digital Out of home Advertising Guide at 2025, which you receive after this session.

It's packaged with strategies, real data, and tips on how to make the most of this growing space. So, uh, we hope it adds to what you were today and gives you a few more tools to keep scanning smarter. Thanks again for joining us, and join us next month as we dive into another topic. We'll see you soon.

Thank you so [00:50:00] much.

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