Post on 19-Jul-2015
transcript
Return of the Storyteller
Once upon a time…there was an Iceberg that was melting
But why was the Iceberg melting?
Change in business models
Explosion of data Shifting CXO priorities
Shrinking profits
Time
Profits
Iceberg reports
Fish database
Penguin Big data?
Penguin social swim
Art Science
The penguins were happy and busy catching fishes
But the fishes were drying up….They Needed a New Iceberg!
Many penguins, many voices
“Hire new scouts and tell them to hunt for icebergs”
“Let’s attend an iceberg conference and get leads”
Sales AdvertisingPR Marketing
“Let’s put an ad-Tallest iceberg needed”
“You are all saying parts of the plan. We need to come up with a data-driven plan”
Enter the CMO’s latest recruit
Fred
• Curious• Analytical• Data-driven
A data scientist in disguise?
Curious Fred’s Solution
Assess
…He showed them all the icebergs and the fishes
Penguin Experience Management
Iceberg Intelligence and Dashboard
Fish Profiling
Target
Fish scoring Model
Iceberg Segmentation
High
Med
Low
Fish Persona
SCORING
…He segmented the icebergs and targeted the best new icebergs
…He measured the fishes of other icebergs
Catch Campaign Measurement
Fishing Social Recommendation Engine
Identify Similar Fishes
Measure
The End: The penguins found their new iceberg
Ask the right questions
Sell the right story
See the full iceberg
Market Research
Predictive Modelling
Data Visualization
Moral of the story
1,000 songs in your pocket
Moral of the story
Simple
1,000 songs in your pocket
Jargon
Today we are introducing a new portable, music player that weights a mere 6.5 ounces and boasts voluminous capacity, long battery life and lightning fast transfer speeds
Moral of the story
What the customer wants Not just what you are selling
Step 1: Who are you telling your story to?
Understand target segment
Create a buyer persona
Segment followers and registrants
Influence and show solution
Step 2: Where to tell your story?
Own Media Paid Media
Earned Media
website
Social sites PR
Step 3: How to tell your story
InboundContent
Marketing
Outbound
Events and conferences
Email Marketing
Calls
Blogs
Slide-shares
Custom reports
Infographics
Marketable assets
AD/AR/PRInfluencer Marketing
Advertisement, Press releases
Step 4: Who heard your story?
• Reach
• Engagement
• Visitor Flow
• Audience Demographics
• Conversion Attribution
Website and social channels
Events and Campaigns
• # of leads
• Acquisition Cost
• Conversion rates
Tools
Measure metrics that matter
And this really is the end!