Digital Transformation KickStarter Workshop Series DEFT

1
Digital Transformation KickStarter Workshop Series

“We should no longer be talking about
‘digital marketing’ but marketing in a
digital world.
- Keith Weed, Unilever, 2015
CONTEXT TO EXPERIENCE Interested? Contact us for details at info@digitallydeft.com

1. Crawl, Walk, Run: Digital Roadmapping
2. Who, What, Where: Developing ‘Pronto’ Personas and Journeys
3. Measuring Up: Establishing KPIs and Metrics for Success
4. Experience Heatmapping: Mapping Content & Functionality to the Persona Journey
5. What It’s Worth: Developing a Content Scorecard
6. On a Personal Note: Building a Personalization Architecture
7. Sift & Shift: Content Migration/Creation Planning
8. Talking Taxonomy: Developing and Managing an Enterprise Taxonomy
9. Breaking it Down: A Primer on Content Object Modeling
10. Keep Up the Good Work: Ongoing Experience Optimization
DEFT’S DIGITAL TRANSFORMATION KICKSTARTER SERIES

➤ All of our workshops are hands-on collaborative sessions, designed to engage every
participant and drive action
➤ Create your own adventure - take all, some or just one of the workshops in the Digital
Transformation KickStarter series
➤ Workshops can be facilitated at your ofﬁces, at an offsite venue or even virtually
➤ As part of the workshop, you’ll gain access to templates and tools that have taken
years to develop and have proven successful across multiple client engagements
ABOUT DEFT’S WORKSHOPS

CRAWL, WALK, RUN: DIGITAL ROADMAPPING
CONTEXT TO EXPERIENCE
You’ve done the research and have a wishlist of
digital projects to complete. We’ll help you prioritize
them and transform your list into a roadmap or
plan.
Our Digital Roadmapping workshop is a
collaborative session where we guide
stakeholders through alignment, prioritization and
planning of activities, based on:
➤ Business value - the estimated positive impact
each initiative will have on your organization, and
➤ Investment - the estimated external cost and/or
internal level of effort required to implement an
initiative
Interested? Contact us for details at info@digitallydeft.com

WHO, WHAT, WHERE: ’PRONTO’ PERSONAS AND JOURNEYS
Knowing who your audiences are and what they
need at each touchpoint during the engagement
or purchase journey, is key to delivering relevant
and engaging experiences.
However, few organizations have the luxury of a
6-month pause to research and develop personas
and journeys.
Our experts will leverage the data you already
have (web analytics, sales team and customer
service records, survey results, third party
research etc.) to guide your team through the
creation of “pronto-personas” and journeys
that can be put to work immediately, tested and
reﬁned over time.

MEASURING UP: ESTABLISHING KPIS AND METRICS FOR SUCCESS
Marketers are increasingly being held
accountable to demonstrate the success of
their activities. In order to ensure you’re
presenting the right metrics, you need a
robust measurement plan.
In this workshop we’ll work with your team to
map organization goals to Key
Performance Indicators (KPIs) and
corresponding metrics that will help to track
the effectiveness of your digital marketing
efforts, and inform progressive optimization
over time.

WORKSHOP 4:
EXPERIENCE HEATMAPPING

EXPERIENCE HEATMAPPING: MAPPING CONTENT &
FUNCTIONALITY TO THE PERSONA JOURNEY
You just spent time developing robust
representations of your customer personas and
their journeys. But how are you using them to
drive your digital experiences?
DEFT’s Experience Heatmapping Workshop will
guide you through the process of mapping your
functionality and content to the personas and
journeys you have created.
The result – being able to deliver the right
experience to the right person at the right time.

WHAT IT’S WORTH: DEVELOPING A CONTENT SCORECARD
Understanding the relative return on
investment (RROI) of your content can help
to ﬁne tune your content marketing output
and deliver more bang for your buck.
In this workshop, DEFT will walk you through
evaluating your own content using our
scorecard methodology.
You’ll score your content quantitatively
(based on appropriate metrics), qualitatively
(based on predeﬁned criteria), and in terms of
the investment (cost to produce and number
of times re-used.)

WORKSHOP 6:
ON A PERSONAL NOTE

ON A PERSONAL NOTE: BUILDING A PERSONALIZATION
ARCHITECTURE
Personalization can get really complex, really
quickly.
DEFT’s personalization workshop leverages our
tried and tested practices and tools to guide you
through streamlining and managing the process.
We’ll work with you to:
➤ Identify and prioritize attributes (specific
elements that define key customer segments)
and triggers (the digital data or behaviors that
help us identify these attributes)
➤ Create personalization rules, and
➤ Define content and taxonomy requirements
for your personalization and targeting
programs.

SIFT & SHIFT: CONTENT MIGRATION/CREATION PLANNING
Often an afterthought in the grand scheme of
a website re-platforming or redesign, content
creation and/or migration requires careful
planning and attention.
DEFT will conduct a workshop with key
content owners to kick off and guide the
content planning process, which includes:
➤ Content rationalization based on audit
results,
➤ Content mapping to the new IA and
content model,
➤ Criteria for automation vs. manual
migration, and
➤ Workﬂow management.

TALKING TAXONOMY: DEVELOPING AND MANAGING AN
ENTERPRISE TAXONOMY
A robust taxonomy is key to delivering dynamic
content, but establishing and maintaining it can
be tough.
The DEFT taxonomy workshop is a collaborative
session during which we will:
➤ Form a shared understanding of the
deﬁnition, role and importance of taxonomy;
➤ Review guidelines and best practices for
developing and maintaining an enterprise
taxonomy; and
➤ Participate in a hands-on exercise to create
foundational categories and apply them to
sample content from your site.

BREAKING IT DOWN: A PRIMER ON CONTENT OBJECT MODELING
One of the most powerful attributes of your
content management system (CMS) is the
ability for content authors to create and
manage all aspects of a content item in one
place, and decide where and how it is
displayed across multiple instances or
platforms.
To support this capability, your content
structure needs to be deﬁned and
documented.
During DEFT’s Content Object Modeling
workshop we’ll review, deconstruct and
document your existing CMS templates and
components in order to build a living
playbook for your CMS content objects.

WORKSHOP 10:
KEEP UP THE GOOD WORK

KEEP UP THE GOOD WORK: ONGOING EXPERIENCE OPTIMIZATION
We’ve seen a shift in the digital space away from
‘one-and-done’ overhauls towards informed and
progressive updates and improvements to your
digital experience.
The DEFT team will guide you through developing
an iterative experience optimization process,
based on:
➤ Performance and qualitative metrics that
reveal which tactics have been successful to
date
➤ Updated business objectives based on
current market conditions and achievements
to date
➤ New audience insights gained from research
or observed audience behavior

CUSTOM WORKSHOPS
Don’t see exactly what you and your team
need? Work with DEFT to craft your very own
custom workshop that combines a number of
topics or focuses in more depth on one
speciﬁc area. We’re ﬂexible that way.

“I never thought we’d all reach alignment
on these issues. Your facilitation got us
there.
Chief Digital Ofﬁcer, Research Hospital

“We learned so much this week and really
made progress together. I feel inspired
and ready to work on next steps.
Creative Director, Collaboration Services Company

“This has been extremely valuable, and
way more fun than I expected.
Executive, Commercial Development Organization

DECADES OF
COMBINED
EXPERIENCE
Roadmapping
Migration Planning
Governance
Tool Selection
RFPs
PLANNING
Workshops
Seminars
Thought Leadership
Change Management
CMS Training
TRAINING
Personalization
Persona Development
Journey Mapping
User Testing
User Research
Content Audits/ROI
Heatmapping
Object Modeling
Taxonomy
SEO Assessments
CONTENT & EXPERIENCE
Deft is a consulting company focused on the
strategic end of the digital customer
experience. With deep roots in content strategy and
management, and an end-to-end understanding of
what it takes to create digital experiences, we're
helping our clients to define, deliver and optimize ROI
on their efforts in the digital space.
OUR FOCUS
USA South Africa
Germany China
France Italy
England Canada
Poland Ireland
GLOBALPARTNERS
Media
Technology
Non-profit
Travel
Pharma
Consumer retail
Medical
Financial
INDUSTRIES WE SERVE

Digital Transformation KickStarter Workshop Series DEFT

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