ama/aquent: data-driven design - why marketers hold the key to success
Post on 04-Jul-2015
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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
AGENDA
3
“Be Data-Driven!”
AGENDA
4
AGENDA
5
CREATIVE ANALYTICS
AGENDA
6
2 Types of Data
Quantitative Data
AGENDA
7
2 Types of Data
Quantitative Data Qualitative Data
AGENDA
8
Qualitative AND Quantitative is Essential
AGENDA
9
Qualitative AND Quantitative is Essential
AGENDA
10
Qualitative AND Quantitative is Essential
? ?
AGENDA
11
Qualitative AND Quantitative is Essential
✔
AGENDA
12
Right Brain Creatives
AGENDA
13
Right Brain Creatives
Left Brain Analysts
AGENDA
14
Right Brain Creatives
Left Brain Analysts
Marketer
AGENDA
15
10 Steps to Align Creatives and Analysts
AGENDA
16
Democratize your data STEP 1
AGENDA
17
Broadcast availability of data
Democratize Your Data
AGENDA
18
Broadcast availability of data
Share what success looks like
Democratize Your Data
AGENDA
19
Educate the team on data STEP 2
AGENDA
20
Educate the Team on Data
AGENDA Educate the Team on Data
21
AGENDA
22
Educate the Team on Data
AGENDA
23
Establish smarter goals STEP 3
AGENDA
24
Establish Smarter Goals
AGENDA
25
AGENDA
26
Establish Smarter Goals
Design
Analytics
Strategy
Marketing
IT
PM
AGENDA
27
Build smarter decks STEP 4
AGENDA
28
What is the company
goal/metric?
AGENDA
29
What is the company
goal/metric? What is the hypothesis
about customer behavior?
AGENDA
30
What is the company
goal/metric? What is the hypothesis
about customer behavior?
What is the analysis that supports this hypothesis?
AGENDA
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
AGENDA
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?
AGENDA
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
AGENDA
36
Get everyone in the same room STEP 5
AGENDA
Common Goal
AGENDA
Common Goal
Project Management
Creative
Analytics
Engineering
Strategy
UX
AGENDA
39
Give everyone an equal vote STEP 6
AGENDA
40
AGENDA
41
Data in everything STEP 7
AGENDA
42
Google’s Project M&M
AGENDA
43
AGENDA
44
AGENDA
45
Share Success STEP 8
AGENDA
46
15 Minute Standing Huddle
Share Success
AGENDA
47
15 Minute Standing Huddle
Review progress towards goals
Share Success
AGENDA
48
15 Minute Standing Huddle
Review progress towards goals
Recognize star performers
Share Success
AGENDA
49
Cross-train your teams STEP 9
AGENDA
50
Demonstrates Expertise
AGENDA
51
Demonstrates Expertise
Creates Agile Teams
AGENDA
52
Demonstrates Expertise
Creates Agile Teams
Improves Efficiency
AGENDA
53
Demonstrates Expertise
Creates Agile Teams
Improves Efficiency
Improves Communication
AGENDA
54
Demonstrates Expertise
Creates Agile Teams
Improves Efficiency
Improves Communication
Uncovers hidden talents
AGENDA
55
Evangelize STEP 10
AGENDA
56
Roadshow
Evangelize
AGENDA
57
Roadshow Gonnnnng!
Evangelize
AGENDA
58
Roadshow Gonnnnng! Schwag
Evangelize
AGENDA
59
10 Steps to Align Creatives and Analysts
1 Democratize your data
AGENDA
60
10 Steps to Align Creatives and Analysts
1 Democratize your data 2 Educate the team on data
AGENDA
61
10 Steps to Align Creatives and Analysts
1 Democratize your data 2 Educate the team on data 3 Establish smarter goals
AGENDA
62
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
AGENDA
63
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
AGENDA
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
AGENDA
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
AGENDA
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
AGENDA
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
AGENDA
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
AGENDA
69
Questions? Gregory Ng // CMO //Brooks Bell @GregoryNg
THE DATA-DRIVEN CMO FRAMEWORK Using data to direct your marketing strategy
http://bbi.bz/ama-cmo
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