Once upon a time…there was an Iceberg that was melting
But why was the Iceberg melting? Change in business models Explosion of dataShifting 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” SalesAdvertisingPRMarketing “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 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 sitesPR
Step 3: How to tell your story Inbound Content Marketing Outbound Events and conferences Email Marketing Calls Blogs Slide-shares Custom reports Infographics Marketable assets AD/AR/PR Influencer 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