data driven marketing organization workshop - imedia brand summit
DESCRIPTION
Workshop from iMedia Brand Summit Sept 8, 2014 Your company's aspirations to become data driven seem out of reach. What can you do about it? This hands-on workshop will walk attendees through a proven framework and an interactive exercise that will prepare you to help your company become more data driven. Industry hype, organizational silos, disparate data sources, legacy planning processes, and constrained resources have all contributed to "the data-driven organization" being more of an aspirational state than a strategic imperative for making more informed marketing decisions. Most marketers are managing at least one or more data-driven marketing activities, but as a whole, marketing is not data driven. Sound familiar? Marketers do understand the need for proper data utilization, data-driven decision making, and a shift to a more iterative and agile marketing process, but face a number of challenges in becoming data-driven marketing organizations. This workshop will address the operational and cultural needs that drive what ultimately is a part of a broader digital transformation.TRANSCRIPT
Building a Data-‐Driven Marke2ng Organiza2on: Be the Agent of Change
Jason Heller
Global Lead, Digital Marke2ng Opera2ons
1
Sept 8, 2014
MASTER TRACK WORKSHOP
Today is not about tac2cs or specific channels or tools …
3
Ad Sales
Data analy2cs
Technology
Internal ecosystem
External ecosystem
E-‐commerce
Design
Processes
Skills
Technology
Resources
Organiza2on
Culture
A framework for the data driven organiza2on
What does it mean to be data-‐driven?
The culture and capabili2es that opera2onalize capturing, processing, and u2lizing data to make 2mely decisions that improve products, customer experiences, opera2onal efficiency and compe2veness.
Being “Data driven” needs to become a core value – part of the DNA of the organiza2on
Data [insight] driven decision making drives beSer business performance and beSer customer experiences
You’ve Heard It All Before
Data driven marketers outperform their compe22on
(McKinsey research 2013)
9x outperform in loyalty
23x outperform in customer acquisi2on
2x outperform in profit
Companies that use customer data and analy2cs extensively
9
The modern consumer is the catalyst for crea2ng the
marke2ng organiza2on modern
The modern marke2ng organiza2on is data driven
Disciplines & channels
Business intelligence
Strategy
Technology & data
The Modern Marke2ng
Organiza2on
Many organiza2ons have had trouble geWng past the common hurdles to becoming data driven
§ Disparate data sets
§ Data owned by different silos within the org
§ Lack of funding
§ Lack of 2me/resources
§ Legacy opera2ng rhythm
Iden2fy and eliminate bad habits
Capabili2es
Legacy iner2a
Fear
Complacency
Silo’d opera2ons
Execu2on without strategy
Data driven culture requires a “cultural champion”
Priori2ze transforma2on
Recruit cross-‐func2onal stakeholders
Secure funding and execu2ve support
Protect and steward the transforma2on
The right mindset will lead to asking the right ques2ons, which leads to innova2on and growth
§ Ongoing hypotheses
§ Developing data models
§ Valida2ng models § Rinse and repeat -‐ agile process
“Experts oYen possess more data than judgment”
-‐ Colin Powell
Cri2cal to build the business case
§ Iden2fy and recruit an execu2ve to own the agenda
§ Iden2fy the value at stake § Define the window of measureable impact § Recruit cross func2onal support, change agents
§ Ensure significant visibility across the organiza2on
We have a visible senior execu2ve suppor2ng a data-‐driven culture, agile processes, and marke2ng transforma2on
We have the right data-‐driven people and talent in place
Our marke2ng org structure and processes are set up to maximize data, analy2cs, and insights
Data-‐driven behavior is expected and rewarded in our organiza2on
Our organiza2on is curious and seeks new ways to apply data, analy2cs and technology to improve our business
We have the budgets to support our data driven capabili2es and ini2a2ves
We have been successful at crea2ng the business case for more resources for data driven capabili2es
Total Score
Data driven marke2ng scorecard Significantly agree 5 Somewhat
agree 4 3 Neither agree Nor disagree 2 Significantly
disagree 1 Somewhat disagree
Data driven marke2ng scorecard
There is a visible senior execu2ve suppor2ng a data-‐driven culture
Significantly agree 5 Somewhat
agree 4 3 Neither agree Nor disagree 2 Significantly
disagree 1 Somewhat disagree
We have the right data-‐driven people and talent in place
Our marke2ng org structure and processes are set up to maximize data, analy2cs, and insights
Data-‐driven behavior is expected and rewarded in our organiza2on
Our organiza2on is curious and seeks new ways to apply data, analy2cs and technology to improve our business
We have the budgets to support our data driven capabili2es and ini2a2ves
We have been successful at crea2ng the business case for more resources for data driven capabili2es
Total Score
15-‐19 Conserva2ve 19-‐25 Transi2onal 26-‐35 Modern Marketer
At least three criteria must be scored a 5
At least three criteria must be scored a 4
Don’t feel bad … you aren’t alone
7-‐14 Laggard
At risk of under performing / compe22ve disadvantage
Culture Skills Organiza2on
Processes Technology Budget
§ What are we doing well?
§ What’s moving the needle?
§ How are we gehng people excited and reshaping our culture?
§ How can we challenge ourselves to push these efforts further?
Con2
nue 1. ________________________
__________________________ __________________________ __________________________ 2. ________________________ __________________________ __________________________ __________________________ 3. ________________________ __________________________ __________________________ __________________________
Con2nue
§ What do we need to start doing that we are not doing currently?
§ Where are there gaps in our capabili2es, talent, org, processes, tech?
Start 1. ________________________
__________________________ __________________________ __________________________ 2. ________________________ __________________________ __________________________ __________________________ 3. ________________________ __________________________ __________________________ __________________________
Start
§ What’s not working? § What are some of the bad
habits that we need to eliminate?
Stop
1. ________________________ __________________________ __________________________ __________________________ 2. ________________________ __________________________ __________________________ __________________________ 3. ________________________ __________________________ __________________________ __________________________
Stop
