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AMA/Aquent: Data-Driven Design - Why Marketers Hold the Key to Success

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Brand-driven design in marketing is no longer enough to compete in this data-driven world. But analytics and creative departments typically do not see eye to eye. It is now up to the marketer to become the catalyst for change within the organization!

In this webcast, Gregory Ng will give solutions 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 marketing channels.

Veröffentlicht in: Marketing
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AMA/Aquent: Data-Driven Design - Why Marketers Hold the Key to Success

  1. 1. DATA-DRIVEN DESIGN: WHY MARKETERS HOLD THE KEY TO SUCCESS 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.
  2. 2. Data-Driven Design 10 Steps to Align Analysts and Creatives Gregory Ng Chief Marketing Officer, Brooks Bell @GregoryNg
  3. 3. AGENDA 3 “Be Data-Driven!”
  4. 4. AGENDA 4
  5. 5. AGENDA 5 CREATIVE ANALYTICS
  6. 6. AGENDA 6 2 Types of Data Quantitative Data
  7. 7. AGENDA 7 2 Types of Data Quantitative Data Qualitative Data
  8. 8. AGENDA 8 Qualitative AND Quantitative is Essential
  9. 9. AGENDA 9 Qualitative AND Quantitative is Essential
  10. 10. AGENDA 10 Qualitative AND Quantitative is Essential ? ?
  11. 11. AGENDA 11 Qualitative AND Quantitative is Essential ✔
  12. 12. AGENDA 12 Right Brain Creatives
  13. 13. AGENDA 13 Right Brain Creatives Left Brain Analysts
  14. 14. AGENDA 14 Right Brain Creatives Left Brain Analysts Marketer
  15. 15. AGENDA 15 10 Steps to Align Creatives and Analysts
  16. 16. AGENDA 16 STEP 1 Democratize your data
  17. 17. AGENDA 17 Democratize Your Data Broadcast availability of data
  18. 18. AGENDA 18 Democratize Your Data Broadcast availability of data Share what success looks like
  19. 19. AGENDA 19 STEP 2 Educate the team on data
  20. 20. AGENDA 20 Educate the Team on Data
  21. 21. AGENDA Educate the Team on Data 21
  22. 22. AGENDA 22 Educate the Team on Data
  23. 23. AGENDA 23 STEP 3 Establish smarter goals
  24. 24. AGENDA 24 Establish Smarter Goals
  25. 25. AGENDA 25
  26. 26. AGENDA 26 Establish Smarter Goals Design Analytics Marketing Strategy IT PM
  27. 27. AGENDA 27 STEP 4 Build smarter decks
  28. 28. AGENDA 28 What is the company goal/metric?
  29. 29. AGENDA 29 What is the company goal/metric? What is the hypothesis about customer behavior?
  30. 30. AGENDA 30 What is the company goal/metric? What is the hypothesis about customer behavior? What is the analysis that supports this hypothesis?
  31. 31. AGENDA 31 What is the company goal/metric? What is the hypothesis about customer behavior? Qualitative Analysis What is the analysis that supports this hypothesis? Quantitative Analysis
  32. 32. AGENDA 32 What is the company goal/metric? What is the hypothesis about customer behavior? Qualitative Analysis What is the analysis that supports this hypothesis? Quantitative Analysis What happens if the hypothesis is correct?
  33. 33. AGENDA 33 What is the company goal/metric? What is the hypothesis about customer behavior? Qualitative Analysis What is the analysis that supports this hypothesis? Quantitative Analysis What happens if the hypothesis is correct? Or the hypothesis is incorrect?
  34. 34. AGENDA 34 What is the company goal/metric? What is the hypothesis about customer behavior? Qualitative Analysis What is the analysis that supports this hypothesis? Quantitative Analysis What happens if the hypothesis is correct? Or the hypothesis is incorrect? How will this affect customer experience?
  35. 35. AGENDA 35 What is the company goal/metric? What is the hypothesis about customer behavior? Qualitative Analysis What is the analysis that supports this hypothesis? Quantitative Analysis What happens if the hypothesis is correct? Or the hypothesis is incorrect? How will this affect customer experience? Creative Exploration
  36. 36. AGENDA 36 STEP 5 Get everyone in the same room
  37. 37. AGENDA Common Goal
  38. 38. AGENDA Common Goal Project Management Analytics Creative Strategy Engineering UX
  39. 39. AGENDA 39 STEP 6 Give everyone an equal vote
  40. 40. AGENDA 40
  41. 41. AGENDA 41 STEP 7 Data in everything
  42. 42. AGENDA 42 Google’s Project M&M
  43. 43. AGENDA 43
  44. 44. AGENDA 44
  45. 45. AGENDA 45 STEP 8 Share Success
  46. 46. AGENDA 46 15 Minute Standing Huddle Share Success
  47. 47. AGENDA 47 15 Minute Standing Huddle Share Success Review progress towards goals
  48. 48. AGENDA 48 15 Minute Standing Huddle Review progress towards goals Recognize star performers Share Success
  49. 49. AGENDA 49 STEP 9 Cross-train your teams
  50. 50. AGENDA 50 Demonstrates Expertise
  51. 51. AGENDA 51 Demonstrates Expertise Creates Agile Teams
  52. 52. AGENDA 52 Demonstrates Expertise Creates Agile Teams Improves Efficiency
  53. 53. AGENDA 53 Demonstrates Expertise Creates Agile Teams Improves Efficiency Improves Communication
  54. 54. AGENDA 54 Demonstrates Expertise Creates Agile Teams Improves Efficiency Improves Communication Uncovers hidden talents
  55. 55. AGENDA 55 STEP 10 Evangelize
  56. 56. AGENDA 56 Roadshow Evangelize
  57. 57. AGENDA 57 Evangelize Roadshow Gonnnnng!
  58. 58. AGENDA 58 Evangelize Roadshow Gonnnnng! Schwag
  59. 59. AGENDA 59 10 Steps to Align Creatives and Analysts 1 Democratize your data
  60. 60. AGENDA 60 10 Steps to Align Creatives and Analysts 1 Democratize your data 2 Educate the team on data
  61. 61. AGENDA 61 10 Steps to Align Creatives and Analysts 1 Democratize your data 2 Educate the team on data 3 Establish smarter goals
  62. 62. 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
  63. 63. 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
  64. 64. 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
  65. 65. 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
  66. 66. 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
  67. 67. 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
  68. 68. 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
  69. 69. 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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