Brand-­‐driven  design  in  marke/ng  is  no  longer  enough  to  compete  in  this  data-­‐driven  world.  But  analy/cs  and  crea/ve  departments  typically  do  not  see  eye  to  eye.  It  is  now  up  to  the  marketer  to  become  the  catalyst  for  change  within  the  organiza/on!    In  this  webcast,  Gregory  Ng  of  Brooks  Bell  will  explain  how  to  build  data-­‐driven  decision  making  into  your  culture,  how  to  set  goals  and  align  your  teams,  and  how  to  use  your  results  across  all  marke/ng  channels.  

DATA-DRIVEN DESIGN: WHY MARKETERS HOLD THE KEY TO SUCCESS

Data-Driven Design

Gregory Ng Chief Marketing Officer, Brooks Bell @GregoryNg

10 Steps to Align Analysts and Creatives

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3

“Be Data-Driven!”

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5

CREATIVE ANALYTICS

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2 Types of Data

Quantitative Data

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2 Types of Data

Quantitative Data Qualitative Data

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Qualitative AND Quantitative is Essential

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Qualitative AND Quantitative is Essential

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Qualitative AND Quantitative is Essential

? ?

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Qualitative AND Quantitative is Essential

✔

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Right Brain Creatives

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Right Brain Creatives

Left Brain Analysts

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Right Brain Creatives

Left Brain Analysts

Marketer

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10 Steps to Align Creatives and Analysts

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Democratize your data STEP 1

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Broadcast availability of data

Democratize Your Data

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Broadcast availability of data

Share what success looks like

Democratize Your Data

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Educate the team on data STEP 2

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Educate the Team on Data

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Educate the Team on Data

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Establish smarter goals STEP 3

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Establish Smarter Goals

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Establish Smarter Goals

Design

Analytics

Strategy

Marketing

IT

PM

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Build smarter decks STEP 4

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What is the company

goal/metric?

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What is the company

goal/metric? What is the hypothesis

about customer behavior?

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What is the company

goal/metric? What is the hypothesis

about customer behavior?

What is the analysis that supports this hypothesis?

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31

What is the company

goal/metric? What is the hypothesis

about customer behavior?

What is the analysis that supports this hypothesis?

Qualitative Analysis

Quantitative Analysis

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32

What is the company

goal/metric? What is the hypothesis

about customer behavior?

What is the analysis that supports this hypothesis?

Qualitative Analysis

Quantitative Analysis

What happens

if the hypothesis is

correct?

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33

What is the company

goal/metric? What is the hypothesis

about customer behavior?

What is the analysis that supports this hypothesis?

Qualitative Analysis

Quantitative Analysis

What happens

if the hypothesis is

correct?

Or the hypothesis is

incorrect?

AGENDA

34

What is the company

goal/metric? What is the hypothesis

about customer behavior?

What is the analysis that supports this hypothesis?

Qualitative Analysis

Quantitative Analysis

What happens

if the hypothesis is

correct?

Or the hypothesis is

incorrect?

How will this affect

customer experience?

AGENDA

35

What is the company

goal/metric? What is the hypothesis

about customer behavior?

What is the analysis that supports this hypothesis?

Qualitative Analysis

Quantitative Analysis

What happens

if the hypothesis is

correct?

Or the hypothesis is

incorrect?

How will this affect

customer experience?

Creative Exploration

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Get everyone in the same room STEP 5

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Common Goal

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Common Goal

Project Management

Creative

Analytics

Engineering

Strategy

UX

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Give everyone an equal vote STEP 6

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Data in everything STEP 7

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Google’s Project M&M

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Share Success STEP 8

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15 Minute Standing Huddle

Share Success

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15 Minute Standing Huddle

Review progress towards goals

Share Success

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15 Minute Standing Huddle

Review progress towards goals

Recognize star performers

Share Success

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Cross-train your teams STEP 9

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Demonstrates Expertise

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Demonstrates Expertise

Creates Agile Teams

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Demonstrates Expertise

Creates Agile Teams

Improves Efficiency

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Demonstrates Expertise

Creates Agile Teams

Improves Efficiency

Improves Communication

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Demonstrates Expertise

Creates Agile Teams

Improves Efficiency

Improves Communication

Uncovers hidden talents

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Evangelize STEP 10

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Roadshow

Evangelize

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Roadshow Gonnnnng!

Evangelize

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Roadshow Gonnnnng! Schwag

Evangelize

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10 Steps to Align Creatives and Analysts

1 Democratize your data

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10 Steps to Align Creatives and Analysts

1 Democratize your data 2  Educate the team on data

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10 Steps to Align Creatives and Analysts

1 Democratize your data 2  Educate the team on data 3  Establish smarter goals

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10 Steps to Align Creatives and Analysts

1 Democratize your data 2  Educate the team on data 3  Establish smarter goals 4  Build smarter decks

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10 Steps to Align Creatives and Analysts

1 Democratize your data 2  Educate the team on data 3  Establish smarter goals 4  Build smarter decks 5  Get everyone in the same room

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64

10 Steps to Align Creatives and Analysts

1 Democratize your data 2  Educate the team on data 3  Establish smarter goals 4  Build smarter decks 5  Get everyone in the same room

6  Give everyone an equal vote

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65

10 Steps to Align Creatives and Analysts

1 Democratize your data 2  Educate the team on data 3  Establish smarter goals 4  Build smarter decks 5  Get everyone in the same room

6  Give everyone an equal vote 7  Data in everything

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66

10 Steps to Align Creatives and Analysts

1 Democratize your data 2  Educate the team on data 3  Establish smarter goals 4  Build smarter decks 5  Get everyone in the same room

6  Give everyone an equal vote 7  Data in everything 8  Report publicly

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67

10 Steps to Align Creatives and Analysts

1 Democratize your data 2  Educate the team on data 3  Establish smarter goals 4  Build smarter decks 5  Get everyone in the same room

6  Give everyone an equal vote 7  Data in everything 8  Report publicly 9  Cross-train your teams

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68

10 Steps to Align Creatives and Analysts

1 Democratize your data 2  Educate the team on data 3  Establish smarter goals 4  Build smarter decks 5  Get everyone in the same room

6  Give everyone an equal vote 7  Data in everything 8  Report publicly 9  Cross-train your teams 10  Evangelize

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Questions? Gregory Ng // CMO //Brooks Bell @GregoryNg

THE DATA-DRIVEN CMO FRAMEWORK Using data to direct your marketing strategy

http://bbi.bz/ama-cmo