• Save
Blue Latitude_ Digital Consultancy_Nov_2011
Upcoming SlideShare
Loading in...5
×
 

Blue Latitude_ Digital Consultancy_Nov_2011

on

  • 630 views

Blue Latitude is a business and marketing consultancy working with its clients to drive growth and innovation through best use of digital channels. ...

Blue Latitude is a business and marketing consultancy working with its clients to drive growth and innovation through best use of digital channels.

We consult on digital, social and mobile strategies, provide support for business transformation, campaigns and implementation projects and develop measurement models to track success.

We pride ourselves in being impartial and responsive and in building agile and expert project teams.

This is our credentials presentation. If you want to find out more about us and how we can help your organisation, please email sophie.berger@bluelatitude.net

Statistics

Views

Total Views
630
Views on SlideShare
630
Embed Views
0

Actions

Likes
1
Downloads
0
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • Founded in 2002 and based in London, Blue Latitude is a team of 30 consultants with different backgrounds (including marketing, technology, management and media), and one common passion – innovation.We pride ourselves on our ability to see things differently, drive lasting business change and deliver tangible results.
  • We recognise that technology has changed - and will continue to change - relationships between organisations and their audiences. Digital natives and digital immigrantsNeed for businesses to understand their new audiences and live up to their expectationsRequires new services, new skills and new ways of working
  • Everything we do is user-centric, with audience needs at the heart of our approach, and our offering falls into three broad areas. Strategy: Achieving your goalsImplementation Support: Getting you there (the bridge between strategy and activation)Analytics & Data: Taking you further
  • While our strongest experience is with healthcare, entertainment and financial services brands in Europe and the US, our clients come from all sectors and geographies. We engage where they need us most – wherever that takes us.What our clients all have in common, however, is the realisation that their markets, customers and competitors are innovating quicker than they are.
  • Our HQ is in London and from this base we have successfully delivered projects in over 25 territories including the US, Canada, European M5, China, Korea, Brazil, Mexico, Japan and AustraliaResulting from this experience, we have significant knowledge of the needs, digital environments and technology preferences of digital audiences in these regions.
  • With head-quarters in the UK, we engage where our clients need us most - wherever that takes usWe build agile project teams to match our clients business challenges and sector requirements We are independent – with no vested interest in technologies, tools or tacticsKnowledge and experience in marketing within a pharmaceutical, healthcare & charity/not-for-profit organization dealing with healthcare issuesExperts in digital, marketing and business Experience of creating successful digital and traditional marketing content. Proven project management experience, including managing online campaigns (knowledge of campaign analytics and tracking mechanisms)Understands and operates well within a complex matrix environment
  • Certainty around product development – both for uptake and for guiding implementation
  • To ensure measuring right things to anticipate needs (must get anticipation in here as well…)
  • Duncan to jump in and replace Fred here

Blue Latitude_ Digital Consultancy_Nov_2011 Blue Latitude_ Digital Consultancy_Nov_2011 Presentation Transcript

  • Introduction to Blue LatitudeCredentials presentationNovember 2011
  • A business and marketing consultancydriving growth and innovation through bestuse of digital channelsFor our clients, we … • Consult on business, digital, social and mobile strategies • Deliver against these by providing support for business transformation, campaigns and implementation projects • Develop measurable models to track success • Provide impartial and objective advice on partner/tactic selection and delivery
  • Our mission In a world where there’s no more business as usual, we work to ensure that our clients are equipped with the insights and expertise necessary to evolve, innovate and thrive in the future.Blue Latitude Confidential and Proprietary 21/11/2011 3
  • Our service offering Customers needs and behaviors are at the heart of our offering Audience insight: research into user needs and behaviours Strategy eSituation analysis and insight: identifying opportunities within online environments Strategy Digital marketing and business strategy: strategic direction and infrastructure planning (people, process, ‘Achieving technology) your goals’ Roadmap development: prioritising activity and initiatives User-centred specification: prototyping, design andImplementation innovation Support Supplier/vendor evaluation and selection: shortlisting, briefing, evaluating partnerships Project & programme management: Reduction of project risk through provision of experienced support Training and coaching: embedding can do capability in client teams, working to provide expert guidance Web analytics: deployment, customisation and Analytics & Implementation Analytics & Data management of all leading tools for data driven reporting Data Support Performance acceleration: iterative improvement based ‘Taking you ‘Getting you on data-driven insights and user feedback further’ there’ Custom dashboard reporting: integrating data sources to track and monitor performance Market intelligence: on-going monitoring of the online environment, customer behaviors and emerging digital opportunities 4
  • Our clients • Our strongest experience is with healthcare, and financial services brands, but clients come from all sectors • What they all have in common is the realisation that their markets, customers and competitors are innovating and evolving at speed • We help them improve their knowledge, processes and services to get them back in the gameBlue Latitude Confidential and Proprietary 5
  • Global to local experience GLOBAL Strategy Implementation Support Analytics and Data Developing global digital Enabling global Optimisation of globally set strategies and high level innovation through KPIs for multi-country digital roadmaps for brand teams structured bespoke campaigns and business units processes e.g. Roche RA, Lilly Cialis GDAC REGIONAL Strategy Implementation Support Analytics and Data Developing regional digital Assisting in the Development, strategies and implementation enablement of the implementation and roadmaps for brand teams strategy roadmaps evaluation of optimisation and business units dashboards e.g. Lilly European HCP Portal, Pfizer EUCan, Baxter EMEA, GE Europe AFFILIATE Strategy Implementation Support Analytics and Data Developing local digital Enabling innovation Measuring and evaluating strategies and implementation through locally structured localised optimisation roadmaps for brand teams processes dashboards and business units e.g. Sanofi portal, Lilly Livalo, Lilly Cialis campaign support, Shire FosrenolBlue Latitude Confidential and Proprietary 21/11/2011 6
  • Our team 30 highly experienced, specialist consultants and analytics expertsBlue Latitude Confidential and Proprietary 21/11/2011 7
  • strategyBlue Latitude Confidential and Proprietary 8
  • Capabilities: audience insight Audience insight : research into user needs and behaviorsStrategy eSituation analysis and insight: identifying opportunities within online environments Digital marketing and business strategy: strategic direction and infrastructure planning (people, process, technology) Roadmap development: prioritising activity and initiativesAudience insight:• Consolidating existing data, supplementing with primary research inputs into digital behaviors, expectations and channel usage• Development of audience personas Potential value to client: by target segment • Gaining deeper insight in to audiences • Specifically, understanding• Pinpointing digital needs and unmet changes/expectations in customer needs behavior • Guiding adoption of new platforms and technologies on a ‘customer first’ basis • Guiding service design/prototyping 9
  • Capabilities: eSituation analysis and insight Audience insight : research into user needs and behaviorsStrategy eSituation analysis and insight: identifying opportunities within online environments Digital marketing and business strategy: strategic direction and infrastructure planning (people, process, technology) Roadmap development: prioritising activity and initiatives eSituation analysis & insight • Understanding online information seeking end engagement landscapes through the eyes of target customer Environment Map personas • Identifying opportunities to place Potential value to client: content and services within existing • Identifying current digital presence and customer journeys and workflows gaps • Better understanding of competitor efforts to identify parity propositions • Understanding relevant touchpoints and opportunities 10
  • Capabilities: digital strategy Audience insight : research into user needs and Volatility behaviorsStrategy eSituation analysis and insight: identifying opportunities Connectivity within online environments Digital marketing and business strategy: strategic direction and infrastructure planning (people, process, Mobility technology) Roadmap development: prioritising activity and initiatives DigitizationDigital strategy• Proposition development Personalization• Resource and infrastructure planning Anxiety• Identifying measures for gauging success/refining current benchmarksInformed by: Potential value to client:• eSituation analysis • Identifying key trends • Defining customer-centric value• Understanding of relevant market and propositions (payers, providers, technology trends patients and partners) • Ensuring appropriate investment and resource allocation 11
  • Capabilities: roadmap development Audience insight : research into user needs and behaviorsStrategy eSituation analysis and insight: identifying opportunities within online environments Digital marketing and business strategy: strategic direction and infrastructure planning (people, process, technology) Roadmap development: prioritising activity and initiativesRoadmap development• Prioritisation of potential initiatives aligned with strategic direction and available resource• Planning for ongoing realisation of benefits in line with agreed direction Potential value to client: • Understanding priorities based on market trends, business effort/value and value to end customers. • Identifying measures for gauging success/refining current scorecards 12
  • Implementation supportBlue Latitude Confidential and Proprietary 13
  • Capabilities: user-centred specification User-centred specification: prototyping, design andImplementation innovation Support Project & programme management: Reduction of project risk through provision of experienced support Supplier/vendor evaluation and selection: shortlisting, briefing, evaluating partnerships Training and coaching: embedding can do capability in client teams, working to provide expert guidance User centred specification and innovation • Iterative prototyping and testing of customer facing services and interfaces Potential value to Client: • Developing final wireframes for • Providing certainty around new handover to integrators service development (protecting investment) • Incremental usability improvements • Quicker and agile progress • Ensuring voice of the customer is maintained in solution delivery 14
  • Capabilities: project and program management User-centred specification: prototyping, design andImplementation innovation Support Project & programme management: Reduction of project risk through provision of experienced support Supplier/vendor evaluation and selection: shortlisting, briefing, evaluating partnerships Training and coaching: embedding can do capability in client teams, working to provide expert guidance Project & programme management • Managing multi-vendor and stakeholder projects as primary contractor • Embedding interim management Potential value to Client: resource to guide complex digital • Ability to engage with and manage projects core suppliers and strategic partners • Objectivity - ensuring partnerships remain focused on the customer rather than on individual supplier goals/objectives 15
  • Capabilities: supplier evaluation and selection User-centred specification: prototyping, design and innovationImplentation Support Project & programme management: Reduction of project risk through provision of experienced support Supplier/vendor evaluation and selection: shortlisting, briefing, evaluating partnerships Training and coaching: embedding can do capability in client teams, working to provide expert guidance Supplier evaluation/selection • Gathering user and business needs • Translation into scope for evaluation/tendering processes • Embedding new tools and processes Potential value to Client: • Objective evaluation of potential partners/technologies based on cultural considerations, audience and business needs 16
  • Capabilities: training and coaching User-centred specification: prototyping, design andImplementation innovation Support Project & programme management: Reduction of project risk through provision of experienced support Supplier/vendor evaluation and selection: shortlisting, briefing, evaluating partnerships Training and coaching: embedding can do capability in client teams, working to provide expert guidance Training and coaching • Identifying and prioritising educational needs around digital capabilities/guidance • Developing materials required Potential value to Client: • Defining roll out of educational • Best practice approaches to digital programmes channel planning, management and measurement • Ensuring that resources deployed have appropriate skill-sets and knowledge 17
  • Analytics and DataBlue Latitude Confidential and Proprietary 18
  • Capabilities: web analytics Web analytics: deployment, customisation andAnalytics & Data management of all leading tools for data driven reporting Performance acceleration: iterative improvement based on data-driven insights and user feedback Custom dashboard reporting: integrating data sources to track and monitor performance Market intelligence: on-going monitoring of the online environment, customer behaviors and emerging digital opportunitiesWeb analytics• Mapping KPIs to platform measures• Implementation of analytics systems, including tagging and customisation• On-going analytics systems Potential value to client: management and optimisation • Ensuring consistent approaches to measurement• Complying with data and privacy • Development and set up of regulation measurement frameworks • Advanced uses of analytics tools • Regulatory compliance 19
  • Capabilities: performance acceleration Web analytics: deployment, customisation andAnalytics & Data management of all leading tools for data driven reporting Performance acceleration: iterative improvement based on data-driven insights and user feedback Custom dashboard reporting: integrating data sources to track and monitor performance Market intelligence: on-going monitoring of the online environment, customer behaviors and emerging digital opportunitiesPerformance acceleration• Taking a holistic to granular view of channel performance• Iterative improvement based on data analysis and user feedback Potential value to client:• Developing insights, actions and • Understanding wider picture of digital hypotheses behavior and activities • Mapping this to value and investment• Testing these and acting on findings • Continually improving relationships with customers and progress against KPIs • Make budget work harder! 20
  • Capabilities: custom dashboard reporting Web analytics: deployment, customisation andAnalytics & Data management of all leading tools for data driven reporting Performance acceleration: iterative improvement based on data-driven insights Custom dashboard reporting: integrating data sources to track and monitor performance Market intelligence: on-going monitoring of the online environment, customer behaviors and emerging digital opportunitiesCustom dashboard reporting• Rolling up multiple data sources to present single view of critical measures• Active dashboards which can link Potential value to client: historic business information with • Empowering team members real time operational data • Better understand the links between investment and impact • Flexible and adaptable to business needs • Senior management reporting 21
  • Capabilities: market intelligence Web analytics: deployment, customisation andAnalytics & Data management of all leading tools for data driven reporting Performance acceleration: iterative improvement based on data-driven insights and user feedback Custom dashboard reporting: integrating data sources to track and monitor performance Market intelligence: on-going monitoring of the online environment, customer behaviors and emerging digital opportunitiesMarket intelligence• Ongoing participation in wider industry trends and developments Share / ideate• Program for learning from third parties Potential value to client:• Relevant ideas shared with clients on • Thought Leadership opportunities ad-hoc or programmatic basis • Constant flow of material for innovation and best practice • Third party training and coaching 22
  • Summary
  • Discussion: How can we help you? Optimise the Help me understand performance of our how my audiences are Hel existing digital assets Strategy Hel behaving in digital and campaigns channels and how I can meet their needs Develop a digital Manage the strategy and delivery of Hel help me complex digital Hel integrate digital projects planning into my brand plans Data & Implementation Analytics SupportHelp develop digital Help assess andproducts and build the digitalservicesHel are that Hel capability withininnovative and meet my teamusers needs 24
  • Martin Brass Sophie Berger Managing Director Marketing Manager T: +44 020 3328 1888 T: +44 020 3328 1898 M: +44 07966 130 303 M: +44 07971 551 875 Martin.Brass@BlueLatitude.net Sophie.berger@BlueLatitude.net www.bluelatitude.net www.bluelatitude.netBlue Latitude Confidential and Proprietary 21/11/2011 25