Date post: | 18-Feb-2017 |
Category: |
Marketing |
Upload: | funnelcake |
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SIZING, GROWING AND EVOLVING YOUR MARKET
CAM DAVIESMIOVISION
@camdavies
OUR CITIES HAVE A PROBLEM
1950 1960 1970 1980 1990 2000 2010 2020 2030 2040
GROW
TH R
ATE
GROWINGGAPPOPULATION
INFRASTRUCTURE
CITIZENS AND CITIES INTERACT MORE ON ROADWAY NETWORKS THAN ANYWHERE ELSE
COMPREHENSIVE DATA SET
SILOED AND UNCONNECTED
BILLIONS SPENT EVERY YEAR
$90B+ IN THE UNITED STATES
GUT FEEL
NO SOUP FOR YOUDATA
SOUND FAMILIAR?
SO ANGRY!
HYPE CYCLEInternet of Things
Ridiculous
UselessUseful
Practical
Zone ofAbsurdity
It’s just how we do it.Plus, people shoot things.
We’re sorry, but you need to fill out an application to
apply.It was due yesterday.
DGRADE
91BILLION
170BILLION
FUNNY HA HA FUNNY HA HA
WHERE DO WE START?
HUGE OPPORTUNITIES.
CREATING INFORMATION WE COULDN’T IGNORE
HOW FAILURE HELPED US FIND THAT INFORMATION
INCREMENTAL STEPS VS.BIG RISK, BIG REWARD
Traffic
Bounce
Time on Site
Pages Viewed
Form FillsOpen
Rate
CTR
Re-tweets
Likes
Comments
List Size
Lead Score
Downloads
Page Rank
KeywordRank
Impressions
Event Traffic
Media Pickup
Funnel Velocity
Are we going to hit
our number?
What should the number be?
DON’T BE A NAVEL GAZER EXTERNAL METRIC
STRATEGIC THINKING
SHARED WORLD VIEW
TOTAL ADDRESSABLE MARKET (TAM)THE WHOLE POTENTIAL MARKET
SERVICEABLE AVAILABLE MARKET (SAM)REACHABLE MARKET
SHARE OF MARKET (SOM)CURRENT REVENUE
WHAT IF ANALYSTS DON’T TRACK YOUR MARKET?
CASE STUDY
Hey Cam,Sales reps tell me we’re plateauing.What are we doing to hit revenue this year? Next year?
Director of Sales
CASE STUDY
My model tells me we’re on pace until the end of time.Is there a risk to revenue this year? Next year?
Financial Controller
WHAT IF ANALYSTS DON’T TRACK YOUR MARKET?
WHAT INFORMATION DO WE NEED?
SIMPLIFY INPUTSMAKE ASSUMPTIONS
CALCULATEBACKUP
QUICK QUERYHUMILITYREVEAL
ADJUST
RESULTS
Shared World View
Shared Priorities
New Campaigns
Tracking the Market
Bottom-up Forecast
Identified Plateaus
Uncovered Opportunity
Information we Couldn’t
Ignore
Common Language
EVOLUTION OF THE PRODUCTS
EVOLUTION OF THE COMPANY
INFORMATION WE COULDN’T
IGNORE
INFORMATION WE COULDN’T IGNORE
WHO HOLDS THE BUDGET?
50% MARKET SHARE
EVOLUTION NEEDED
AIR TRAFFIC CONTROLLER OF THE MARKET
ABSORBED THE MARKET
SET THE PRICES
VALIDATED THE PRODUCT
WHAT DID WE LEARN?
ORCHESTRATOR OF THE MARKET
CO-CREATE VALUE
SHARE SUCCESS
INCREMENTAL INSIGHT
NETWORKMARKETPLACE
WORKFLOW
DYNAMICALLY IDENTIFY PROBLEMS
TRACK PROJECTS TO PLAN
PROJECT UPVOTING
VIRTUAL TOWN HALLS
OPEN DATA
GET DATA TO THE DECISION MAKERS
TRY FAIL
SUCCEED
WOOD BUFFALO, AB
1:00PM | SYSTEM OFF
WOOD BUFFALO, AB
1:05PM | SYSTEM ON
WHAT DID WE LEARN?
ROI
COST
RISK
$
$
$
$
CAPEX
INCREMENTALINVESTMENTS
INFORMATION YOU CAN’T
IGNORE
IF YOU’RE NOT FAILING, YOU’RE
NOT TRYING
INCREMENTAL, COLLABORATIVE
STEPS
THANK YOU.