Data Driven Marketing Organization Workshop - iMedia Brand Summit

Download Data Driven Marketing Organization Workshop - iMedia Brand Summit

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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.

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  • 1. MASTERTRACKWORKSHOPBuildingaData-DrivenMarke2ngOrganiza2on:BetheAgentofChangeJasonHellerGlobalLead,DigitalMarke2ngOpera2ons1Sept8,2014

2. Todayisnotabouttac2csorspecificchannelsortools 3. Aframeworkforthedatadrivenorganiza2on3Organiza2onAdSalesE-commerceDataanaly2csInternalecosystemTechnologyExternalecosystemDesignProcessesSkillsTechnologyResourcesCulture 4. Whatdoesitmeantobedata-driven?Thecultureandcapabili2esthatopera2onalizecapturing,processing,andu2lizingdatatomake2melydecisionsthatimproveproducts,customerexperiences,opera2onalefficiencyandcompe2veness. 5. BeingDatadrivenneedstobecomeacorevaluepartoftheDNAoftheorganiza2on 6. Data[insight]drivendecisionmakingdrivesbeSerbusinessperformanceandbeSercustomerexperiences 7. YouveHeardItAllBefore 8. Datadrivenmarketersoutperformtheircompe22on23xoutperformincustomeracquisi2on2x9xoutperforminloyaltyoutperforminprofitCompaniesthatusecustomerdataandanaly2csextensively(McKinseyresearch2013) 9. Themodernconsumer9isthecatalystforcrea2ngmodernthemarke2ngorganiza2on 10. Themodernmarke2ngorganiza2onisdatadrivenDisciplines&channelsBusinessintelligenceStrategyTechnology&dataTheModernMarke2ngOrganiza2on 11. Manyorganiza2onshavehadtroublegeWngpastthecommonhurdlestobecomingdatadriven Disparatedatasets Dataownedbydifferentsiloswithintheorg Lackoffunding Lackof2me/resources Legacyopera2ngrhythm 12. Iden2fyandeliminatebadhabitsCapabili2esLegacyiner2aFearComplacencySilodopera2onsExecu2onwithoutstrategy 13. DatadrivenculturerequiresaculturalchampionPriori2zetransforma2onRecruitcross-func2onalstakeholdersSecurefundingandexecu2vesupportProtectandstewardthetransforma2on 14. Therightmindsetwillleadtoaskingtherightques2ons,whichleadstoinnova2onandgrowth Ongoinghypotheses Developingdatamodels Valida2ngmodels Rinseandrepeat-agileprocess 15. ExpertsoYenpossessmoredatathanjudgment-ColinPowell 16. Cri2caltobuildthebusinesscase Iden2fyandrecruitanexecu2vetoowntheagenda Iden2fythevalueatstake Definethewindowofmeasureableimpact Recruitcrossfunc2onalsupport,changeagents Ensuresignificantvisibilityacrosstheorganiza2on 17. Wehaveavisibleseniorexecu2vesuppor2ngadata-drivenculture,agileprocesses,andmarke2ngtransforma2onWehavetherightdata-drivenpeopleandtalentinplaceOurmarke2ngorgstructureandprocessesaresetuptomaximizedata,analy2cs,andinsightsData-drivenbehaviorisexpectedandrewardedinourorganiza2onOurorganiza2oniscuriousandseeksnewwaystoapplydata,analy2csandtechnologytoimproveourbusinessWehavethebudgetstosupportourdatadrivencapabili2esandini2a2vesWehavebeensuccessfulatcrea2ngthebusinesscaseformoreresourcesfordatadrivencapabili2esTotalScoreDatadrivenmarke2ngscorecardSignificantly5agreeSomewhat34agreeNeitheragree2Nordisagree1SignificantlydisagreeSomewhatdisagree 18. Datadrivenmarke2ngscorecardThereisavisibleseniorexecu2vesuppor2ngadata-drivencultureSignificantly5agreeSomewhat34agreeNeitheragree2Nordisagree1SignificantlydisagreeSomewhatdisagreeWehavetherightdata-drivenpeopleandtalentinplaceOurmarke2ngorgstructureandprocessesaresetuptomaximizedata,analy2cs,andinsightsData-drivenbehaviorisexpectedandrewardedinourorganiza2onOurorganiza2oniscuriousandseeksnewwaystoapplydata,analy2csandtechnologytoimproveourbusinessWehavethebudgetstosupportourdatadrivencapabili2esandini2a2vesWehavebeensuccessfulatcrea2ngthebusinesscaseformoreresourcesfordatadrivencapabili2esTotalScore15-19Conserva2ve19-25Transi2onal26-35ModernMarketerAtleastthreecriteriamustbescoreda5Atleastthreecriteriamustbescoreda4Dontfeelbadyouarentalone7-14LaggardAtriskofunderperforming/compe22vedisadvantage 19. CultureSkillsOrganiza2onProcessesTechnologyBudget 20. Whatarewedoingwell? Whatsmovingtheneedle? Howarewegehngpeopleexcitedandreshapingourculture? Howcanwechallengeourselvestopushtheseeffortsfurther?Con2nueCon2nue1.______________________________________________________________________________________________________2.______________________________________________________________________________________________________3.______________________________________________________________________________________________________ 21. Whatdoweneedtostartdoingthatwearenotdoingcurrently? Wherearetheregapsinourcapabili2es,talent,org,processes,tech?StartStart1.______________________________________________________________________________________________________2.______________________________________________________________________________________________________3.______________________________________________________________________________________________________ 22. Whatsnotworking? Whataresomeofthebadhabitsthatweneedtoeliminate?StopStop1.______________________________________________________________________________________________________2.______________________________________________________________________________________________________3.______________________________________________________________________________________________________ 23. Thanks!JasonHellerjason@agili2partners.com@jasonheller