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.

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. Data-Driven Design
10 Steps to Align Analysts and Creatives
Gregory Ng
Chief Marketing Officer, Brooks Bell
@GregoryNg

3. AGENDA
3
“Be Data-Driven!”

4. AGENDA
4

5. AGENDA
5
CREATIVE ANALYTICS

6. AGENDA
6
2 Types of Data
Quantitative Data

7. AGENDA
7
2 Types of Data
Quantitative Data Qualitative Data

8. AGENDA
8
Qualitative AND Quantitative is Essential

9. AGENDA
9
Qualitative AND Quantitative is Essential

10. AGENDA
10
Qualitative AND Quantitative is Essential
? ?

11. AGENDA
11
Qualitative AND Quantitative is Essential
✔

12. AGENDA
12
Right Brain
Creatives

13. AGENDA
13
Right Brain
Creatives
Left Brain
Analysts

14. AGENDA
14
Right Brain
Creatives
Left Brain
Analysts
Marketer

15. AGENDA
15
10 Steps
to Align Creatives and Analysts

16. AGENDA
16
STEP 1
Democratize your data

17. AGENDA
17
Democratize Your Data
Broadcast availability
of data

18. AGENDA
18
Democratize Your Data
Broadcast availability
of data
Share what success
looks like

19. AGENDA
19
STEP 2
Educate the team on data

20. AGENDA
20
Educate the Team on Data

21. AGENDA Educate the Team on Data
21

22. AGENDA
22
Educate the Team on Data

23. AGENDA
23
STEP 3
Establish smarter goals

24. AGENDA
24
Establish Smarter Goals

25. AGENDA
25

26. AGENDA
26
Establish Smarter Goals
Design
Analytics
Marketing
Strategy
IT
PM

27. AGENDA
27
STEP 4
Build smarter decks

28. AGENDA
28
What is the
company
goal/metric?

29. AGENDA
29
What is the
company
goal/metric? What is the
hypothesis
about
customer
behavior?

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. 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. 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. 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. 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. 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. AGENDA
36
STEP 5
Get everyone in the same room

37. AGENDA
Common
Goal

38. AGENDA
Common
Goal
Project
Management
Analytics
Creative
Strategy
Engineering
UX

39. AGENDA
39
STEP 6
Give everyone an equal vote

40. AGENDA
40

41. AGENDA
41
STEP 7
Data in everything

42. AGENDA
42
Google’s Project M&M

43. AGENDA
43

44. AGENDA
44

45. AGENDA
45
STEP 8
Share Success

46. AGENDA
46
15 Minute
Standing Huddle
Share Success

47. AGENDA
47
15 Minute
Standing Huddle
Share Success
Review progress
towards goals

48. AGENDA
48
15 Minute
Standing Huddle
Review progress
towards goals
Recognize star
performers
Share Success

49. AGENDA
49
STEP 9
Cross-train your teams

50. AGENDA
50
Demonstrates
Expertise

51. AGENDA
51
Demonstrates
Expertise
Creates
Agile Teams

52. AGENDA
52
Demonstrates
Expertise
Creates
Agile Teams
Improves
Efficiency

53. AGENDA
53
Demonstrates
Expertise
Creates
Agile Teams
Improves
Efficiency
Improves
Communication

54. AGENDA
54
Demonstrates
Expertise
Creates
Agile Teams
Improves
Efficiency
Improves
Communication
Uncovers
hidden talents

55. AGENDA
55
STEP 10
Evangelize

56. AGENDA
56
Roadshow
Evangelize

57. AGENDA
57
Evangelize
Roadshow Gonnnnng!

58. AGENDA
58
Evangelize
Roadshow Gonnnnng! Schwag

59. AGENDA
59
10 Steps to Align Creatives and Analysts
1 Democratize your data

60. AGENDA
60
10 Steps to Align Creatives and Analysts
1 Democratize your data
2
Educate the team on data

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. 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. 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. 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. 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. 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. 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. 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. 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