FIVECTOR Innovation Tool
5. Consumer Value
Builder
1. Consumer Demand Map
3. Consumer Decision Ecosystem
4. Enterprise Knowledge
Pool
2. Consumer Touchpoint
Radar
Establish Deep Engagement
Define Opportunity
Leverage Brand Advocacy
Enable EffecKve InnovaKon
Build Brand Loyalty
[email protected] sGageli InnovaKon Management
q Target Segment RecommendaKon q Brand Permission and Gap Analysis q EmoKonal and FuncKonal Benefit
RecommendaKon q Market PosiKoning vs.
CompeKKon q Content Strategy q Framework for AcquisiKon,
Engagement and RetenKon, KPIS q Social Engagement Strategy q Big Data IntegraKon Framework q Sustainable InnovaKon Process
FIVECTOR Innovation Tool Example Deliverables
q Consumer Needs q Segment DefiniKon and
Sizing q Market PosiKon
1. Define Growth OpportuniKes 2. Leverage Brand Advocacy 3. Establish Deep Engagement 4. Enable EffecKve InnovaKon 5. Build Sustainable Growth and Brand Advocacy
Scope Output
q Drivers of Consumer
Choice q Best PracKce Consumer
Decision Journey q Brand Advocacy Levels q Pre-‐and Post Purchase
Customer Touchpoints q Gaps in Consumer
Decision Journey q Social Share of Voice q Data CollecKon and
ApplicaKon q Consumer Trust q OrganizaKonal
Readiness
2. Consumer Decision Ecosystem
3. Consumer Touchpoint Radar
4. Enterprise Know-‐
How Pool
5. Consumer Value Builder
Goals
1. Consumer Demand Map
[email protected] sGageli InnovaKon Management
