See how Capital Group, among the world’s oldest and largest investment management organizations, with $1.39 trillion in assets under management, became a digital marketing leader.

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Digital Decoupling and
Marketing Transformation
STEPHEN JENVEY – VICE PRESIDENT,
ARCHITECTURE AND STRATEGY
CAPITAL GROUP
August 31, 2016

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WHERE WE STARTED: DIGITAL CHAOS…

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JOURNEY OVER PAST 24 MONTHS
Digital platform now enabling multi-channel experiences

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JOURNEY OVER PAST 24 MONTHS
Expanding into the digital ecosystem

5. 5Digital For internal use only.
DIGITAL DECOUPLING

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DIGITAL DECOUPLING
Core capabilities flow information into end customer experiences
Data Disclosure Content
Standardized Templates, Components and Views
Print Digital
Tailored Customer Experiences

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• Assets
• Content
• Templates and Components
• Analytics
• A/B Testing
• Leverage external expertise and cloud solutions to help scale knowledge and create
forward looking solutions
KEY STEPS TO DECOUPLING
Implemented and integrated standard platform of Digital Capabilities

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KEY STEPS TO DECOUPLING
Defined, structured and standardized our key content assets
Content Marketing Investment Data Disclosure
Core content
sets
(output
agnostic)
Article
Graphic
A/V
Quote
Talent
Event

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KEY STEPS TO DECOUPLING
Designed and developed standards and built a UX Toolkit
Standardized Digital
Style Guide
Responsive Template
System
Reusable Content
and Functionality

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R1
Moved site for
Investors
(no redesign)
R2
New Service Center
for Advisors
R3
New Corporate site
• Capgroup.com
• New branding
R4
New site for Intermediaries
• Advisers & research analysts
• Investment/fund data
• Disclosure management
R7
Remaining features,
such as increased
personalization
R5
New Investor
experience
2013…2014 2015
10
KEY STEPS TO DECOUPLING
Redesigned all major “owned” customer experiences
R6
New site for
• Institutional clients
• Consultants
R8
New site for
Private Markets/
Private Client

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KEY STEPS TO DECOUPLING
Enabled advertising and campaign building toolkit
• Flexible, customizable templates and components
• End-to-end tracking

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KEY STEPS TO DECOUPLING
Leverage Cloud Services and external expertise

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KEY STEPS TO DECOUPLING
Reorganized to create an Integrated Marketing function
Integrated
Marketing
Marketing
Marketing
Communications
Digital
Shared Digital Technology Platform

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• Operating in a multi-channel world
• Customer experience is the new “Campaign”
• Content marketing roles and responsibilities
• Best ways to leverage agencies at scale
• Tech and operations savvy
• “Integrated” information and personalization
• Creating flexibility and empowering creativity with governance
• Moving from a centralized to a distributed systems model
TRANSFORMATION
KEY CHALLENGES

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THANK YOU!