new madison ave: an overview – april 2015
TRANSCRIPT
New Madison Ave
Data & Marketing Technology Solutions
for Competitive Advantage.
What we do
We deliver strategic & tactical data solutions• Translate strategy into technology
• Choreograph data & technology across the marketing organization
• Fuse technology into the DNA of marketing: practice, people &
culture
• Create data visualizations that quickly and effectively tell the data
story
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Our Thinking
Data & Marketing Technology Solutions
Solutions that encourage behaviors
Strategic | Tactical | Operational
Top Line Growth
Differentiation
Loyalty
Productivity
Custom Exclusivity
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What sets us apart
We know this space cold!We are a unique blend of marketing execs turned geeks, former CIOs
and creative technologists joined together to devise and execute
technology-enabled business solutions, that tell your story with data.
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What sets us apart
Our Data Product Perspective
Creating data solutions takes all the traditional technology skills
Analytics, data base systems, API’s, integration and reporting
But, creating data products takes all this and more.
To build compelling data products you have to tell a story
using advanced visualization and features that
encourage engagement use and referrals.
We do this in a way that reduces risk
and improves end-user adoption.
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Our Approach
Prove there is demand for a data product
Identify and engage advocates
Gather usability intelligence
Roadmap
Reduce Cost
Pivot Quickly
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Start Small and Evolve
Our Methodology
Discover
Objective
Useability
Data
Scope
Budget
Design
Information Architecture
User Journey
Gameification
User Interface
Design
Visualizations
Develop
Versions
Data Integration
Test Cases
Data Operating
Procedures
Deploy
Customized
New Product
Release Process
Agile Approach
Our Methodology
We apply proprietary and custom
methodology
Strategic Planning – Art of the Possible™
Tactical Effectiveness – Gamification
Creative Visualization – HorizontalData™
Business Process Management
Project Management
Integration & Change Management
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Our Unique Offering
Agency Industry Experience
Strategic Perspective
Media Information Architecture
Industry Contacts
Partners
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Our ProductClients & Case Histories
The company we keep
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The Challenge
Horizon Media plans and buys $5 billion of media for their
clients per year. However, they never understood the process
and cost structure of producing monthly client reports. Our
evaluation disclosed that they were spending in excess of
$15 million a year producing reports and that the quality of
reports were inconsistent due to rekeying of data into Excel
worksheets. Additionally, we identified a data analytics tools
gap as well as the need for more timely response to new
business and new client dashboard needs.
The Solution
• Working with the client’s Microsoft technology and
STRATA buying system, we developed a media business
intelligence platform, including a media data warehouse,
analytic modeling, api’s for data access and a flexible
data integration platform that allows easy appending of
third party data.
• We developed the framework for a media & marketing
business practice to oversee agency data management
while developing data visualization and high-end analytic
tools and services.
Business Benefits
Business Benefits
• Improved Productivity:
Early results are promising,
month end reporting overhead has been cut in half.
• New Revenue Channels: Successfully launched an
internal analytics council, and designed and
developed strategic BI dashboards for 6 Horizon
clients providing new, recurring revenue streams.
• Business Development: Quick turn-around, highly
functional prototype dashboards provided functional
demonstrations of Horizon’s BI Dashboarding
capabilities.
Our ProductHorizon Media
The Challenge
A leader in children’s books, Scholastic sought to extend beyond its
traditional in-school distribution, to reach customers more directly
through an aggressive e-channel sales growth strategy.
The Solution
• Designed a technology strategy to develop multiple, consumer
oriented B2B and B2C web stores on one system.
• Decreased development cycles from 9 months to 4, allowing for
3 major new releases per year.
• Implemented state of the art merchandising, like site search to
improve product findability, and a content management system
to manage 2 million unique pages.
• Developed a social media site that made it easy for teachers to
share and access lesson plans and content.
Our Product:Scholastic
Business Benefit
• Reduced IT costs due to accelerated development.
• Increase sales though improved online merchandising.
• Improved retention by opening new social channels that
created a sense of community.
The Challenge
Vineyard Vines had built successful point of sale, call center and
web businesses, but they were not integrated. They sought an
omnichannel strategy to deliver the high level of service and
convenience their high end customers expect across all
channels.The Solution
• Using IBM Websphere Commerce technology, we pulled all
three channels together onto one common platform.
• Implemented state of the art capabilities such as a
recommendation engine to encourage upsells and cross-sells
and a dynamic content management system to improve e-mail
communications and deliver targeted promotions.
• Improved online merchandising by upgrading navigation and
search, and increasing product image sizes
Our Product:Vineyard Vines
Business Benefit
• Cross channel convenience, such as buy online/return to store.
• Improved customer service with on the spot history of previous
orders regardless of the channel customer used.
• Increased marketing and merchandising effectiveness with
unified and enhanced customer experience.
The Challenge
Recognized as the foremost museum of modern art in
the world, MOMA sought to aggressively expand and
increase e-commerce sales thru alternative channels.
The Solution
• Conducted system audit that identified strategic
technology, business and brand opportunities
• Designed and developed Gift Registry Program to
capitalized on engagements, birthdays, etc.
Business Benefit
• Lifted web-store sales by creating new purchase
occasions
• Increased retention through customer registration
and gift occasion notifications
Our Product:The Museum of Modern Art
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The Challenge
• Marketing organizations are awash with data, but they
often rely heavily on manual reporting to monitor Key
Performance Indicators (KPIs). Stakeholders often
have difficulty retrieving the right data at the right time.
Also, due to the complexity in producing reports, they
are often late, out of date and costly to prepare
resulting in a significant gap between stimulus and
strategic execution.The Solution
• We design and develop comprehensive, visualization
tools and data products that bring together all the
vertical data into one horizontal view of data across all
marketing channels that tells a consistent and true
story of the data.
• Employ APIs to create automated pulls of data directly
from their source eliminating costly, error prone manual
efforts.
Business Benefits
Our ProductMarketing Business Intelligence
Business Benefits
• We believe that bringing complex data together in one,
easy to access place is a powerful capability that
marketers can leverage to create savings and revenue
opportunities.
*Specific Case Histories available upon request
The Marketing Technology Playbook – Big DataBy Edward Cannon
The Marketing Technology Playbook – Big
Data
Written to help marketers and information technology
professionals who partner with the marketing
function be successful with marketing business
intelligence and big data technologies.
By providing concise, actionable information in easy
to understand language that can be mastered
quickly, the book aims to:
1. Demystify technology for non-technical
marketing professionals who have to make
technology decisions.
2. Help marketers feel confident and able to make
well-informed marketing technology decisions
3. Help information technology professionals who
partner with the marketing function be
successful with marketing business intelligence
and big data technologies.
© 2013 by New Madison Ave Media, LLC. All rights reserved. 17
Our Team
Our Team
Ed Cannon – Founder, General Partner
Ed is the CMO’s CIO. For Ed, technology is a creative experience in which
success can usually be measured.
Prior to founding New Madison Ave, Ed held Chief Information Officer position’s
for branded companies such as Sony, MTV and Grey Global Group. He was
instrumental in creatively integrating business strategy, marketing and
technology that drove new ways of doing business, especially in marketing and
media functions. He managed organizations of 300+ with combined operating
and capital budgets in excess of $100 million.
Ed’s talents are not limited to technology and business process optimization.
He has extensive experience in marketing from an advertiser, media supply
and agency perspective. Known as Grey Advertising’s “secret weapon”, Ed
was a member of the creative team that developed the highly successful
advertising campaign, “Oracle: Software Powers the Internet,” that repositioned
Oracle from a data base company to an internet company.
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Our Team
Rob Kingston – Project Leader
With over 20 years in advertising and integrated communications management,
Rob has spent the past 5 years at NMA applying his considerable marketing
expertise, holistic strategic vision and technology know-how to help translate
strategy into data and technology enabled business solutions.
Rob’s proven record in inspiring and delivering broad based integrated
communications campaigns for leading brands like AT&T, Oracle, Unisys, Toyota,
BellSouth and Pfizer provides a unique perspective to bridge the gap between IT
and Marketing initiatives.
Rob is a collaborative leader and strategic thinker who sees the big picture while
anticipating risks and maintaining visibility to the impact of tactics upon the overall
business. Rob is skilled at leading complex projects and programs and is a forceful
advocate for sponsors and stakeholders, gaining the respect of clients for his
knowledge of their business, respect for their issues and ability to apply key
learnings to address current challenges.
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We look forward to working with you
Ed Cannon: 203-536-0604
Rob Kingston:914-406-0604
New Madison Ave:www.newmadisonave.com
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Thank You