RANDALL NOVALAPR 1, 2014

ARCHITECTINGGUINNESS PUB FINDER

DISCOVER

Research

• Who are the fans?– 67% male– 60% 25-54 years old– 72% no kids, or kids have left home

Research

• What do they want from Guinness?– Find their refreshment– Smartphone penetration high & climbing

Insight

• In larger cities, hard to find a place that serves Guinness when the fan wants it

• Important distinction that this is for out-of-home consumption, not retail

Idea!

• Help fans find Guinness when they are out looking for suggestions

DEFINE

Find Guinness

• Implies 2 use cases– Planned – Desktop / tablet– Unplanned – Mobile / real-time

• Single platform with 2 views

DESIGN

Designing the UX

• Understand value-exchange– Find Guinness

• Fans Find Guinness• Guinness sells more & gets higher brand

engagement

– Rate pubs & comments• Fans find better pubs• Guinness gets higher brand engagement

– Rate pour quality• Fans get emotional benefit of supporting their

favorite beer brand• Guinness gets data for sales team to react to

Deeper Dive – Find Guinness

• Where do we find Guinness?• Marketing doesn’t have that data,

who does?• Diageo distributer data warehouse– Different IT group– Not separated by brand– Need access, but can’t touch

Deeper Dive – Find Guinness

• Create relationship with data curator• Understand core data processes• Create plan to extract & clean

relevant data– Identify quick-wins that need a small

effort to have a large impact– Create data management tool– Identify long-term value-add to

strengthen relationship

DEVELOP & DEPLOY

Put the puzzle together

• Create scope & budget• Create project plan & timeline

Put the puzzle together

• Finish the UX, site design, analytics• Develop supporting APIs• Launch site

EVALUATE

Success!

• Met business goals– Still going strong• ~3k visits / month• ~500 ratings / month• Limited OOH collateral

– Spikes over during heavy promotion• ~15k visits• ~6k ratings

–~50k ratings total

RECAP

Recap

• Understand the business problem• Define the required inputs / moving

parts / outputs• Identify possible solutions• Validate approach with client• Define project scope and timeline• Execute• Repeat

FUTURE

Future

• Increase value of investment– Extend platform to other brands• Any extensibility possibility needs to be part

of original vision for project

Future

• Increase quality of value exchange– Integrate 3rd party data for increased

value as single point of expertise

Future

• Increase impact of unique data sets– License access to data unique to brand– Enable secondary marketplace around

brand data

Questions

• Randall Noval– http://linkedin.com/in/rjnoval

• Presentation– http://bit.ly/ETandRandall

Credits

Connected people - http://www.sxc.hu/photo/1016447Hands touching - http://www.flickr.com/photos/robinouivan/7707155238/in/photostream/Right location - http://www.sxc.hu/photo/369938Personalized super hero - http://www.geekalerts.com/personalized-superhero-action-figures/Nintendo Mii setup screenAirport scene - http://www.hafnerengineering.com/operationsresearch.htmlSmarter data - http://flic.kr/p/7tp9bDPeople & Gears - http://www.piperreport.com/blog/2013/01/07/health-insurance-exchanges-cms-guidance-state-partnership-exchanges/Managing Complexity - http://www.economist.com/news/business/21590341-management-thinkers-disagree-how-manage-complexity-its-complicated