Introduction to Blue Latitude

Credentials

Interactive business and marketing consultancy

Architects for digital businesses:

• Customer insight and research

• Digital strategy development

• Programme and project management

• User experience

• Performance evaluation and analytics

• Digital leadership consultancy

Audience needs and behaviours are at the heart of our offering

EvaluationWhat should we do better?

StrategyWhat should we do?

Insight & actionMeasurement

Impartial and independentYour agenda is our agenda

Marketing

Focus

Business

Focus

Executional

Strategic

Marketing

Agencies

Consultancies

Analytical

Customer-

centric

A world class digital consulting practice

• Founded in 2002, with offices in offices in

London and the US

• Cross sector and global to local experience

• Strong Healthcare and Pharma practice

(Patient, HCP and Payer)

• Experienced across the Brand cycle

from Pre-Launch to Maturity

• Highly experienced and growing team (35)

specialist consultants and analytics experts

• Business, marketing

and technical experience, delivering

services that :

• Spread best practice

• Maximise performance

• Gain competitive advantage

Core competence

StrategyImproving the performance of online channels

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How are we going to

win in digital?

Business & eMarketing

Objectives

AudienceOnline Environment

How well are we

performing and how

can we improve?

What resources

do we need?

Where should

they be

invested?

What are our

competitors doing?

How do people

behave online?

How can we

influence them?

Who are our users and

what do they need?

What are the

objectives?

Introducing VARSUnderstanding and monitoring online environments

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OrganisationObjective (ROI)

Topic (Brand)

Authority

Persona(Online need)

• What content should we focus on?

• How and where can we use content most effectively?

• Where are the positive (and negative) mentions of our brand?

• What can we do to shift sentiment in our favour?

Visibility

Sentiment

Relevance

• Where should we place our messages most effectively?

• Who should our strategic media partners be?

• How do we compare with competitors?

• Where (and who) are the resources with most authority?

Evaluation Providing insight to improve performance

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Measure Understand Act

Analytics

Environment Monitor

‘Buzz’

Bespoke Research

Data

Data

Data

Performance

Environment

Sentiment

Motivations

Analysis

Scope

Insight and Actions

Valuation Objective

Strategic or Diagnostic goals and metrics? Setting up or fine tuning tools?

Share

Beacon

ScopeUser centric maps of the digital environment

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BeaconManagement dashboard’s that track and improve performance

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Project and Programme Management Creating a plan for complex projects

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1. Agree project

governance

2. Appoint (interim)

programme / project

management

3. Define project

organisation structure

4. Identify partners /

suppliers

5. Develop high level

project scope (Project brief)

6. Develop detailed

specification (UCD iteration one)

7. Develop detailed

costs and project

plan

8. Agree on contractual

structure with

suppliers

9. Finalise procurement

with suppliers

10. Develop detailed

project scope (Project Initiation Document)

Management Sign-off

Rele

ase 3

Rele

ase 2

Rele

ase 1

Phase 1Project startup

Phase 2Specification, plan & costs

Phase 3Project Delivery, Using Agile Approach

Case studies

Improving the performance of online businesses

1. What does the future of entertainment look like and what role should

our company play in that future? Case Study: Ministry of Sound

2. Identify the most efficient organisation structure for our global

marketing team. Case Study: CMC Markets

3. A five year CRM strategy for the BBC. Case Study: BBC

4. Identify an eBusiness strategy that positions Lilly as a global leader in

the treatment of Diabetes. Case Study: Eli Lilly and Diabetes

5. Develop an eMarketing Strategy and framework for a new arthritis

drug that is launching across Europe. Case Study: Roche

6. How are our global affiliates performing online and how do we share

best practice? Case Study: Eli Lilly and Cialis

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Industry

Business

Category / Franchise

Brand and Product

How can we help your business?

Summary of services

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Expertise Capability Description Service

Insight User Insight Uncovering insight about user needs, motivations and behaviours and

how these are manifested online and on other digital platforms. Our

focus is on the discovery of insight that leads to competitive advantage.

• Persona Development

• User Research / Bespoke

Research

Competitive

Analysis

Analysis of complex interactive environments from the users point of

view to identify risks and opportunities that shape strategy.

• Competitive Analysis

• eSituation Analysis

Strategy Interactive

Business

Strategy

Developing business strategies which leverage interactive opportunities

and define the necessary organisational change required to deliver the

end goal.

• Future Scenario Planning

• Organisational Design and

Business Transformation

Programme

management

Project

Management

Detailed guidance on all the steps needed to successfully set up,

specify, cost, plan, deliver and review complex projects, across multiple

disciplines and territories, with multiple stakeholders whilst fulfilling all

the business, technical and user requirements.

• Supplier and Agency Evaluation

• Project and Programme

Management

User

Experience

User Centred

Product Design

Providing the ‘Customer voice’ and delivering competitive advantage

through exceptional user experience.

• User Centred Design

Monitoring &

Evaluation

Competitive /

Environment

Monitoring

Monitoring of the online environment for insight and the transformation

of that insight into actions and competitive advantage.

• eBusiness and Digital Audits

• Scope - Environment Monitor

• Online Media Monitor

• Sentiment Monitor

Performance/

Evaluation

monitoring

Analysing the end to end performance of interactive activities to identify

opportunities for improvement.

• KPI’s, Ratios and Benchmarking

• Analytical Strategy

• Web Analytics

• Beacon - Evaluation Reporting

Leadership Coaching and

Facilitation

Development of digital knowledge, excellence and empowerment within

an organisation through training, facilitation and communication.

• Interim Management

• Tool kits and Workshops

• Digital Facilitators

• Digital Centres of Excellence

21/06/201017Blue Latitude Confidential and Proprietary

Martin Brass

Managing Director

T: +44 020 3328 1888

M: +44 07966 130 303

martin.brass@bluelatitude.net

www.bluelatitude.net

Sophie Berger

Marketing Manager

T: +44 020 3328 1898

M: +44 07971 551 875

Sophie.berger@bluelatitude.net

www.bluelatitude.net